Marketing Mix Strategies: A Case Study of Jammu & Kashmir Cements Ltd Ms. Ashraf Tanzila1, Dr. Bhalla A.S.2 1Research Scholar, Department of Commerce, Sant Baba Bhag Singh University, Jalandhar 2Coordinator, Department of Commerce, Sant Baba Bhag Singh University, Jalandhar Online published on 2 May, 2018. Abstract The marketing mix consists of everything the firm can do to influence the demand for its product. The marketing mix is about placing the right product at the right time, and at the right cost. Marketing involves a number of activities. To begin with, an organisation may decide on its target group of customers to be served. Once the target group is decided, the product is to be placed in the market by providing the appropriate product, price, distribution and promotional efforts. These are to be combined or mixed in an appropriate proportion so as to achieve the marketing goal. Cement is an essential component of infrastructure development and most important input of construction industry, particularly in the government's infrastructure and housing programs, which are necessary for the country's socio economic growth and development. It is also the second most consumed material on the planet. This study has been designed to explore the different successful marketing mix strategies that have been utilized by Jammu & Kashmir cement industry (J&K cement industry) throughout the Jammu and Kashmir and expose marketing strategies that have failed. This research effort was designed to collect both descriptive and historical data. This study provides an idea to the marketers and can be used as tools to assist them in pursuing their marketing objectives. Top Keywords Marketing mix strategy, cement industry, promotional efforts, marketing goal. Top |