8.+Marketing+Mix+Strategy+-+4+P's

The marketing mix strategy is a comprehensive integrated and coordinated plan that combines four marketing elements. These are:


 * 1) Product,** the materials and services offering, i.e., the equivalent of the product line of a business enterprise;
 * 2) Price** (always from the user’s point of view and the sum of customer costs) can mean the trouble of acquiring something not just a monetary charge;
 * 3) Place** is how the organization makes its products and services available and accessible to its markets; and
 * 4) Promotion** is getting out the information on your products and services to specific segments, making use of tools such as print and television, direct mail, and the Internet.

The four marketing mix elements are the instrument by which user demand can be satisfied. The offering of goods (materials and services) can create user satisfaction only as it complements the market’s demographic, psychographic and behavioral characteristics.


 * Instructions:**
 * //First analyze—‘is **the marketing mix strategy implemented for any of the organization’s products/services?’ Brief paragraph describing the current situation.**//
 * //Identify the **organization’s product mix.**//
 * **//Identify two product lines//** within that mix.
 * //List at **least three product items** in each of the two lines.//
 * //Illustrate two product item’s marketing mix strategies (4Ps). (These may be from the same product line.)//
 * //Also identify **the** primary customer market **for each illustrated product item.**//
 * //Then suggest **how you might *tweak any of the ‘Ps’** for enhancing customer satisfaction.//
 * //Identify **any new market**(s) that your tweaking might help develop!//

**//Instructor EXAMPLE: Smith Public Library (you will have two like this.) PLEASE use this construct...)//** ﻿I am replacing the elements in the example with KTPL product. KTPL has not formally (cognizantly) utilized the marketing mix strategy when implementing or repositioning products or services. However, in discussing the process of creating the marketing mix strategy, Ms. Bentley suggests (believes) that most of the process of developing the marketing mix elements are covered informally. As products are developed, there is much work done on what the product will look like: how the product will be offered (for example, a loan of 7 days for Express Books), what will the product look like (stickers that differentiate Express Books from regular circulating material), or limitations of the offering (minimum age, maximum number of participant). In terms of place of distribution, again, the development process works through such questions as: which branch(es) will offer it, how and where it will be displayed, or if outreach is required to deliver the product. Price is also considered, though more in terms of cost recovery for the library than in respect to the cost to the user: in preparing programs, admission fees are determined based on the need to cover costs and availability of grant or donation funds to cover such costs. However, the user is considered in what fee is most equitable and accessible for all members of the community. Price is also considered for circulating materials: for example the fines for Express books have been set at $1.00 per day vs the usual of $0.20 for regular Adult material. In this case, the library determined that Express users are willing to take the risk of the higher fine to get to best sellers and other new material versus waiting on the holds list. Finally, the team working on the project will determine how to promote the product. Ms. Bentley admits(?) that this is the weakest link in KTPL's approach to developing the marketing mix. Due to staffing and monetary resources, promotion is often internal and primarily directed at current users. The time and often funding, required to plan and execute external communication is overridden by the need to move on to the next priority. The need for another full-time staff to focus on marketing was identifed in the 2006 Community Assessement, primarily to enable the library to more formally execute the marketing mix and better promotion.

The following describes KTPL's product mix and products under the two of the product lines within this mix: **Product Mix**: information products and services that meet the community's diverse needs

**Two Product Lines**: Children’s services; Adult Collection and Services (NEW - E-reader loans) **Product Line: Children’s Services** Three Product Items: TD Summer Reading Program, Computer Camps, Playaway View.

**Marketing Mix Strategy 4Ps & Primary Customer Market for ONE Product Item** **Product Item**: Computer Camp - a 90 minute weekly program held over 4 weeks that introduces internet safety, keyboarding skills and using the library website through "on-line safaris", "scavenger hunts" and other activities **Primary Customer market**: Elementary age-children between ages of 7 and 12 with parents who drive or have other transportation such as walking or biking **Price**: travel to the library; access and availability of library computers; on-site wait time for parents; waiting list for registrants over the maximum capacity of the program **Promotion**: Librarian visits schools in June; Summer programming brochure provided to schools for inclusion in bulletins; Summer programming brochure available at library branches in Children's Sections and at Circulation desk; in-library signage on day of program; word of mouth **Place**: King City branch and Nobleton branch, once per week in afternoon over 4 week period in the summer

**//*Recommended TWEAK: Place and Promotion.//**

Recommendation 1: Offer same program at the Ansnorveldt branch (which only has 2 public computers) via library's laptops. This could potentially require a daytime opening, or extra staffing during the evening or Saturday hours that the branch is open during the summer. The cost of staffing would be mileage only, as a summer student's hours could be shifted to incorporate this branch. The Ansnorveldt branch has shown the potential for such a program given the success of the special open hours to accomodate the TD Summer Reading program. A minimum of 20 minutes away from the branches currently offering this program, an Ansnorveldt offering would reduce the cost and time for parents to transport interested children to the southern branches. and via bookmobile in locations of over 50% elementary school children, not within walking distance of any library (this distance is considered less than ½ mile, with no topographical boundaries.) Recommendation 2: KTPL is a member of King Chamber of Commerce. Seek opportunity to provide flyers to the chamber businesses that sell computers, software and accessories. Also, send copy of Summer Program brochure with interim tax bills to new postal codes within the township to expose potential users of the Computer Camp and other summer programs.

New customer market(s)**:** Elementary age children who live closer to the Ansnorvledt branch. New place: Ansnorveldt branch New promotion: Brochures and librarian visit to the Ansnorveldt Christian private school, which most of this community's children attend. Brochures to local business with computer/software service. Summer Program brochures to postal codes of new housing developments.

**Product Line: Adult Services** Three Product Items: Express Books (new arrivals), Downloadable E-books, NEW - E-reader loans.

**Marketing Mix Strategy 4Ps & Primary Customer Market for ONE Product Item** A few e-readers have been purchased by KTPL with the intention to lend, but the "product" is still in development stages. The following is a mix of the current approach being considered by the KTPL team, but has been supplemented by the information we have acquired during this marketing course (in italics) and further recommend for this new product.

**Product Item**: E-reader loans - each branch will have 2 to 3 e-readers of different popular makes (Sony basic, Sony touch screen, Kobo). Lending periods will be 3 weeks, with holds allowed for the devices. **Primary Customer market**: Adult and YA Readers who would like to try an e-reader before purchasing one; //Adult readers who want material that is only available via NetLibrary or Overdrive collections.// **Price**: users must not have deliquent accounts, history of "claims returned" or lost material; //travel to the library; access and availability of library or home computers to download material; self or library training on how to use the device; willingness to provide proof of identity beyond library card if asked; willingness to accept $2 per day or higher overdue fines; waiting time if item (either reader or e-material) has a hold list for borrowing parents; limitation to two brand types// **Promotion**: Circulation desk display of units prior to launch; book-mark campaign on all check-outs for two weeks; in-library signage; word of mouth via staff and users; banner on home page of website; banner within e-book sections of database; //introductions at area book and writers club meetings; signage at arenas and swimming pool where e-reader users have been observed; announcement via placement on Township weekly "What's Up" page in local papers; suggest article opportunity to local news reporters (they are always looking for stories and pictures!); introductory sessions on e-readers and downloadable books// **Place**: all four branches, different brands can be inter-branch couriered to satisfy holds for different makes not available at user's home branch

**//*Recommended TWEAK: Product, Promotion and Customer Market.//**

Recommendation: At this time, KTPL has only considered internal promotion via displays, signage and book-marks. However, given the popularity of these devices with avid readers, a potential user group exists in the local book clubs, many of which meet at three of the library branches during public hours. The introduction of this technology as a lendable product is also "leading edge" within the province and could make good fodder for an article and picture within the local papers - local reporters are often hungry for material to fill the two local papers. Also, as witnessed by in waiting for our children at local arenas, pools and soccer pitches for lessons and practices, the number of e-readers withing waiting parents is growing. Parents also appear to spend their time reading bulletins in the waiting/observation areas. Putting signage up at these locations may picque the interest of those interested in these devices. Another opportunity to promote the devices is to provide introductory sessions to e-readers and downloadable books. While the primary market has been considered to be users looking to try out an e-reader, there is also the potential to enable users better access to material only available in e-format, especially those who do not have computers or high-speed internet access at home, which is common in the rural areas of this community. This would require staff training to recognize the opportunity to seize the opportunity to provide an alternative to ILL or the user walking away without material. Finally, as the popularity of these devices grows, so too do the brands available. To provide a broader offering, different styles can be spread across the system. The I-Pod and I-Pad are now compatible with Overdrive and tend to be a popular purchase due to additional functionality beyond e-books.

New customer market(s)**:** Users looking for material only available in e-book format.

New product: Increase the numbers of brands available, consider lending of the library's I-Pad, or purchasing a reader-enabled I-Pod as one of the available devices.

New promotion: Introductions at book and writer's clubs; introductory courses scheduled on on-line community calendar //Marketing PowerPoint: Steps Two and Three// //Page 316 in the text//
 * //Resource Material://**

//Course Library: The Marketing Mix: The 4P Recipe for Customer Satisfaction & What are Customer Costs…//

//Chapter 2, what products/services let you know the organization is customer centered?// //Chapter 12, what are their product lines/items (I usually combine services with products—tangible and intangible comprise the product line) do they have ‘products’ they do not recognize as ‘products,’ i.e. a library—reference question ANSWERED.// //Chapter 14 is there discussion of any products and services that have succeeded or failed—is this due to lack of customer data?//
 * //Product//**

//What are their brands and symbols—are these effective? Chapter 6// //Which of these media do they use (p. 447)? Are they targeted— Chapter 18// //Does the organization consider the variables on p. 446 when media are selected?// //Marketing PowerPoint: Step Three// //Chapter 19//
 * //Promotion//**

//Chapter 16, pp 391-398. Identify distribution channels, & any strategy of distribution the organization may have?// //Marketing PowerPoint: Step Three// //Course Library: The 4th P…//
 * //Place//**

//Chapter 1 - four types of costs// //Chapter 15// //Marketing PowerPoint: Step Three// //Course Library: The Marketing Mix: The 4-P Recipe…& what are Customer Costs…//
 * //Price//**