Marketing mix concept for a good Merchandiser? What is “4 P”?

The marketing mix consists of everything the firm can do to influence the demand for the product. The many possibilities can be collected into four groups of variables known as the “4 P”: Product, price, place, promotion. Mainly merchandising is a part of marketing process. There are required 4 P’s to complete the whole process of merchandising.

  1. Product
  2. Price
  3. Place/Distribution
  4. Promotion
1 Product:
Product means the goods and services combination the company offers to the target market. If we consider Section Seven garments their main product is readymade garments.
According to Graphics textile’s product part is described below:

Items: Men's, Ladies, Toddler And Children: T-Shirt, Tank Top, Tunic, Trouser, Shorts, Legging, Nightwear, Baby Bodies, Sleep Suite, Rompers, Jacket.Hody, Underwear, Cardigan & all kinds of knit garments & Knit fabrics.


Print: Rubber, Pigment, Foil, Flock, High Density, Sublimation, AOP etc.

Washing: Deep dye, Cool dye, Pigment dye, garments wash, acid wash etc

Embroidery: Any kind of embroidery, like: Plain, Zigzag etc.

·    Variety: There is variation in garments category. They produce different kinds of product for ladies, gents and kids.
  • Quality: This Company always tries to provide the best quality product for its customers.
  • Design: Most of the time garments makes according to customer’s designs. But sometimes merchandisers proposed some design to their customer.
  • Features: There are uncountable features on their shirts. For example: some shirts are short sleeved, some are long sleeved, some have buttons, and some don’t have buttons.
  • Brand name: Graphics textiles garments produce T-shirt, Polo shirt for different branded company. Like G-Star, PUMA, ESPRIT,M&S,S.OLIVER, PVH,DEVENHAMS etc
  • Packaging: There are three types of packaging. One is standard pack; another one is Flat pack and Hanger pack.
·     Services: Sometimes merchandisers do some development sample and some special measurement sample for their customers.
2 Price:
Pricing is an important component of cash flow and profitability, as well as marketing and even branding. In general, company wants to price products and services high enough that firm doesn’t leave money on the table, but low enough that firm are not losing potential customers. If garments are selling what’s considered a commodity, garments have to figure out how to make firm business model work on minimal prices. Price is the amount of money customers have to pay to obtain the product.

·     List price: Merchandisers quoted some price value for the shirt including cost of making charge, materials and accessories charge on what price they are ready to supply their shirt.
·    Discount: If there is a big volume of order then Graphics textiles give some discount for their customer.
·     Credit terms: Customers can not purchase the product on credit. They must need to give LC for buying.

3 Place:
Place or placement has to do with how the product will be provided to the customer. Distribution is a key element of placement. The placement strategy will help assess what channel is the most suited to a product. How a product is accessed by the end user also needs to compliment the rest of the product strategy.

Graphics Textiles is totally dependent on the local agent, Importer or direct retailer depends on the customer. Their main export done on Europe, America based country.Place includes company activities that make the product available to target customers.

·         Channels: There are many wholesaling and retailing company working with Graphics textiles ltd.  Retailing companies are-Celio, Tema, MGB, CV etc.
·        Coverage: Graphics textiles ltd has huge customer coverage. They have customer in Turkey, Germany, Belgium, France and some of USA & UK, 
·      Assortments: This organization collects all the fabrics and materials together and assembles it in the factory.
·          Logistics: This organization provides logistic support to their customer to some extent.

4 Promotional tools and techniques used in garments:

Promotion means activities that communicate the merits of the product and persuade target customers to buy it.
There is some promotional events that practice in Graphics Textiles Ltd.
Ø  Free Medical service for the Employee.
Ø  Day Care for the children.
Ø  ETP Plant for friendly environment.
Ø  Applying less Water consuming Technique.
Ø  Safety working environment. 
Ø  Less price super shop facilities for the employee.

Graphics Textiles Ltd do not follow any advertising strategy for their customers. But sometimes customers like other order product and give order to make product just like that.

Other Promotional Garments activity:
  • Preparing incentive project plans and castings are as follow-
  • Preparation of pitch documents and presentations.
  • Creating, implementing and monitoring incentive campaigns.
  • Project planning.
  • Liaising with clients and designers to create a brand.
  • Creating supporting marketing collateral.
  • Design of online campaigns using our website portal.
  • Liaising with clients to administer incentive campaigns and provide a dedicated point of contact on a day to day basis.
  • Preparation and planning of monthly activity reports and regular html email communication.
  • For export promotion and development Bangladesh has been pursuing periodic Export

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Anonymous
July 26, 2018 at 6:42 PM

amazing blog !!! i read this article this article is very important for every corporate person. and thank you so much for provide me detailed marketing mix concept.
Marketing Mix

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