Abstract
This research intends to focus on establishing an easier methodology for determining a marketing mix that a startup company can use. It can also help established companies in an early phase assessment of their marketing mix. The study focuses on this methodology through the case of PPE (Personal Protective Equipment) by identifying the essential factors in the marketing mix design for it. Marketing a product requires that the product has a right mix of all the four P’s- Product, Place, Price and Promotion. This research identifies the essential factors in the marketing mix design of Personal Protective Equipment (PPE). The respondents are the manufacturers from the PPE industry. The study has been categorized into two type of PPE products- PPE apparels and evacuation products & gas masks. It also performs a comparative analysis on different manufacturers in order to determine the marketing mix factors which are incorporated by the maximum number of manufacturers. Both surveys and interviews were conducted. So the research is a combination of both, qualitative (case study) and quantitative methods. Surveys were sent to 260 companies and there were three interviewees. The combined analysis of literature review, surveys and interviews help to evaluate the essential factors in the marketing mix design of PPE. The results show the essential marketing mix factors in PPE. The methodology incorporated is successful and can be used by start-up and established companies to determine the essential marketing mix factors.