Marketing Management Assignment

Study on Practice of 4 Ps of
Marketing by Mobile Vendors
Submitted to: Dr. Yasmin Zafar
Submitted by: Faisal Ahmad Jafri and Farrukh
Ahmed Shaikh

Mobile Vendor : Corn Peddler

Brief background
We have interviewed a corn peddler, Mr. M Saleem as case to interview the marketing techniques
employed by mobile vendors. In Pakistan, corn is 3rd important cereal after wheat and rice and it is an
edible grain.
The scope of discussion revolves around the 4 Ps of marketing : price, product, place and promotion.
Listed below are our findings through our discussion highlighting the 4 Ps.

Price
The retail price for each roasted corn on the cob is Rs.15. However, the price may be discounted
slightly, based upon the quantity/bulk bought by customers.
For sweet corns in paper envelope, price is about Rs.10 per pack.

Product
Baked/Roasted corns/corn on the cob
Roasted corns are given to customers in small uniform sized paper envelopes. Each pack weighs about
100-120 grams. Additional salt, lemon, pepper or spices are also available for free for customers, as a
value addition to the taste of product.
As far as separate corns on the cobs are concerned, they weigh around 200-250 grams.

Place
Place of buying raw materials: Karachi Fruit and Vegetable Market, Super Highway
Based upon need and expected sale, corn peddler go to the Karachi Fruit and Vegetable Market in the
wee hours to buy corn at a rate of Rs. 4 or 5 per kilograms. Generally, such vendors have good terms
with transporters who provide them ride and logistics to the market free of charge or at a very nominal
rate.
It is imperative to note that corn rates are cheaper in spring and autumn as there are two corn seasons in
a year i.e. autumn (tropical / sub-tropical genetics) and spring (temperate genetics). If the cost of raw
materials is within his budget, he buys some lemons as well to add to the taste.
Additional salt, pepper and spices are bought from Liaquatabad Market in bulk.
Place of selling: Places frequented by children, such as schools and playgrounds
Mr. Saleem has targeted young children as his market. He believes that he makes a good earning daily
(approx. Rs 300) if he sells at corns after school (afternoon) and around dusk time near playgrounds
where children generally play their evening games.

Promotion:

The hawker believes that the sweet smell of corns to tired and hungry children is more than enough to
boost his sales. He generally targets the right place and rest of the promotional activities is taken care by
the roasted corns themselves! At times though, he calls for getting attention of his customers too.