Marketing mix

The AMA definition of marketing mix is "The mix of controllable marketing variables that the firm uses to pursue the desired level of sales in the target market. The most common classification of these factors is the four-factor classification called the "Four Ps". The four P's are 

Product
Price
Place
Promotion

Product:

• This defines the requirement of the customer and how the product can meet their requirement
• Zandu balm is formulated to assuage the pains like headache, body pains and also for nasal congestion relief
• Zandu balm is an ayurvedic product with a blend of natural ingredients for pain relief with pungent assuaging smell.

Place

• Placing a product plays a major role in product access, as this caters to penetration of product
• The company have to decide where to lauch the product so that to make it easily available to the customers
• Zandu balm is made available in all pharmaceuticals and grocery stores as people are seeing it as a personal product than medical.

Price

• Pricing a product depends on various factors like costs, profit margins, competitors, market conditions etc.,
• Zandu balm pricing policy made it affordable for many people as it is a non durable product to promote repetitive buying beviour

Promotion

• Promotio activities has to be based on the time, in this case season and target group of customers
• Zandu balm is an non-seasonal product.There is requirement in every season. promotion activities are done in all seasons. It's famous tag line is "Ek balm theen kaam".