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Communication Mix

Introduction

Communication mix, which is also called marketing communications mix or promotion mix, is the group of different tools and platforms that businesses use to get their messages to the people they want to reach and promote their goods and services. A big part of marketing strategy is how a company tells people what it offers, raises knowledge of its brand, and encourages people to interact with it.

A. Process of communication

Communication occurs when an individual (the sender) transmits information, thoughts, or feelings to another individual (the receiver), and both parties provide and receive feedback. This process makes sure that the message is sent, understood, and acted upon correctly.

Important Steps in the Process of Communicating

1. Idea Formation (Message Development): The sender comes up with an idea or thought they want to share. This entails clarifying the intended purpose of the word and determining the appropriate way to receive it.
2. Encoding: The sender turns the thought into a message by using words, signs, motions, or some other way of expressing themselves. Encoding that works well takes into account the receiver’s past, preferences, and any problems that might come up with understanding.
3. Selecting a Channel (Medium): The person sending the message picks the best way to do it, whether it’s spoken (face-to-face, phone), written (email, letter), or seen (charts, pictures).
4. Sending a Message (Message Transmission): The chosen channel receives the message. How well this step works depends on how clear the message is and how well the route works.
5. Receiver: The chosen channel transmits the word to the receiver. The setting and situation can change how the word is understood.
6. Decoding (Decoder): The receiver attempts to understand the author’s intended message by reading or “decoding” it. This step is essential for understanding, and the experiences, information, and attitudes of the receiver can change it.
7. Feedback: The receiver replies to the source with feedback that tells the sender whether the message was understood correctly. Feedback ends the loop of communication and helps the sender ensure that future messages are clear and useful.

Summary table of communication process steps

Step	Description
Idea Formation	The sender develops the message or concept
Encoding	Message is put into words, symbols, or gestures.
Channel Selection	A medium or channel for message delivery is chosen.
Transmission	The message is sent to the receiver.
Reception	The receiver receives the message.
Decoding	The receiver interprets and understands the message.
Feedback	The receiver responds, confirming understanding or requesting clarification.

B. Component/tools of communication mix

Introduction

The communication mix (also called the marketing communications mix or the promotion mix) is made up of the main tools that companies use to get their ideas across and interact with the people they want to reach. Companies can use these tools together to create successful campaigns that build brand awareness, engage people, and boost sales.

Key Tools for the Communication Mix

The following are the eight primary tools utilized in most marketing communication strategies:

1. Advertising

– Paid, non-personal promotion through television, radio, print, digital, and other media.

– Ideal for increasing brand exposure and reaching a big audience.

2. Sales Promotion

– Short-term incentives like discounts, coupons, and contests.

– Designed to boost immediate sales or trial.

3. Public Relations (PR) and Publicity 

-It involves managing brand image through media coverage, press releases, and events.

– Promotes credibility and trust.

4. Personal selling 

-one-on-one relationship between a salesperson and a customer 

-effective for complex or high-involvement products.

5. Direct Marketing

– Personalized communication via email, SMS, catalogs, etc.

– Measurable and highly targeted.

6. Interactive Marketing

– Two-way communication through digital platforms (e.g., websites, apps).

– Encourages engagement and feedback.

7. Word-of-Mouth Marketing

– Organic sharing of brand experiences by customers.

– Often amplified through influencer marketing or referral programs.

8. Events and Experiences (Sponsorships)

-Brand visibility during trade exhibitions, events, or experiential marketing initiatives.

-Enhances brand memory and emotional ties.

C. Components That Shape The Mix

Strategic components guide how these tools are employed.

1. Target Audience: The people you’re speaking to.
2. Message Strategy: What you’re saying and how.
3. Media Channels: Where the message is delivered.
4. Budget allocation: The amount spent on each tool.
5. Timing and Frequency: When and how frequently messages are transmitted.
6. Integration: Ensuring that all tools work together seamlessly.

Main tools of communication mix

Tool	Description
Advertising	Paid, non-personal promotion through channels like TV, radio, print, outdoor, and digital.
Sales Promotion	Short-term incentives (discounts, coupons, contests, giveaways) that stimulate immediate sales.
Public Relations (PR)	Managing the public image through media relations, events, press releases, and crisis management.
Personal Selling	Direct, face-to-face or virtual interaction between salespeople and customers to build relationships and close sales.
Direct Marketing	Direct communication with targeted individuals via mail, email, telemarketing, or SMS to prompt a response.
Digital Marketing	Promotion through online channels such as websites, social media, search engines, and influencer partnerships.

University of Mumbai
Ph.D. Regulations 2026
(w.e.f. 1st January 2026)

A comprehensive, scholar-centric framework designed to nurture original research, uphold the highest ethical standards, and produce independent thinkers who contribute meaningfully to the advancement of knowledge.

🌟 Preamble & Vision

The Ph.D. is the University’s highest academic honour — awarded only for rigorous, original research that demonstrates depth, creativity, and ethical integrity. These regulations emphasise time-bound progress, robust mentoring, continuous monitoring, and uncompromising academic honesty. The journey transforms a student into a competent, ethical researcher ready to join the global community of scholars.

📋 Key Highlights at a Glance

Aspect	Requirement	Key Notes
Minimum Duration	3 years (including course work)	From date of admission
Maximum Duration	6 years (extendable)	+2 years (total 8); women & PwD get further relaxation (total 10)
Course Work	Minimum 12 credits (180 hours)	Research Methodology mandatory (≥4 credits)
Publications	At least 1 Scopus/Web of Science/ABDC paper + 2 presentations/patent	Joint authorship with supervisor mandatory
Monitoring	6-monthly RAC presentations	Progress reports compulsory

1. Eligibility for Admission (R.PhD.2)

Candidates must meet one of the following:

• Master’s degree (1-year/2-semester after 4-year UG or 2-year after 3-year UG) → 55% (50% for SC/ST/OBC/EWS/PwD)
• 4-year Bachelor’s (Honours with Research) → 75% (70% for reserved categories)
• Equivalent foreign qualification or M.Phil. (as per UGC norms)
• Special provisions for Commerce & Management (M.Com/MMS/MBA or CA/CS/ICWA)
• Dual degrees not permitted simultaneously with Ph.D.

Distance-mode qualifying degrees are accepted if recognised.

2. Admission Process (R.PhD.4–R.PhD.9)

• Entrance: PET (where NET/SET/GATE not conducted) OR exemption for NET/JRF, GATE, M.Phil., INSPIRE, etc.
• Interview: Conducted at recognised Research Centres (max twice per academic year)
• Reservation: Strictly followed (subject- & guide-specific)
• Supervisor Allocation: Based on specialisation, vacancy, scholar’s interest, and reservation policy
• Max scholars per supervisor: Professor (8), Associate Prof. (6), Assistant Prof. (4)

3. Research Journey Milestones

Step 1: Research Advisory Committee (RAC)
Formed within 3 months of admission

• Chairperson: Head of Centre
• Members: Supervisor + Co-Supervisor (if any) + 1 external expert
• Responsibilities: Guide proposal, monitor progress, conduct mid-term assessment after 2 years

Step 2: Course Work

• 12 credits (Research Methodology + domain-specific advanced courses)
• Minimum 55% required
• Exemption possible only for M.Phil. or second Ph.D. in same subject

Step 3: Research Proposal Approval

• Submitted within 1 year of admission
• Scrutinised by Research & Recognition Committee (RRC)
• Minor/major modifications allowed with clear timelines

Step 4: Registration
Effective from payment of registration fee (after RRC approval)

Step 5: Regular Progress

• 6-monthly presentations before RAC
• Satisfactory progress mandatory for annual continuation

Step 6: Pre-Synopsis & Publications

• At least 1 quality research paper + 2 presentations/patent
• Joint authorship with supervisor compulsory

Step 7: Thesis Submission

• Minimum 2 months after synopsis
• Plagiarism check certificate mandatory
• Language: English (or permitted Indian/classical language with English summary)

4. Evaluation & Award (R.PhD.20–R.PhD.25)

• Two External Referees (at least one from outside Maharashtra) + Internal (Supervisor)
• Thesis evaluated → Viva-Voce (Open Defence)
• Viva conducted online (external referee & chairperson join virtually)
• Only after both external referees recommend the thesis

Possible Outcomes:

• Accepted outright
• Major modifications → resubmission to same referee
• Rejected → one-time resubmission allowed within 12 months

Final Award

• Degree conferred after successful Open Defence and University approval
• Thesis deposited with INFLIBNET (Shodhganga)

5. Ethics, Integrity & Conduct

• Strict adherence to UGC Plagiarism Regulations 2018
• Code of Conduct for Research applies
• Immediate family members cannot be supervised by the same supervisor
• Research data & records are University property

Special Provisions

• Women & PwD (≥40% disability): Extra 2-year relaxation + 240 days maternity/child-care leave
• Relocation of female scholars due to marriage allowed (data transfer permitted)
• Posthumous Ph.D. possible
• Co-Supervisor from outside permitted for interdisciplinary work

These regulations reflect the University’s commitment to quality over quantity, ethics above all, and timely completion of world-class research.

The Ph.D. journey at the University of Mumbai is not merely an academic exercise — it is a transformative quest for truth, innovation, and scholarly excellence.

“Understand the Universe” — the spirit that guides every scholar under these regulations.

Prepared as a ready reference for prospective scholars, supervisors, and research centres. All the best on your research odyssey! 🚀

By University of Mumbai

Introduction

Product planning and development is an essential measure of any successful product’s promotion and lifecycle. It is the process of starting new product experiences. In simple terms, it is nothing more than the established actions that put the entrepreneur’s idea into reality.

The product planning and development process is an idea for a product that can meet a need, deliver a service, or solve a problem. It starts with a known consumer need or with a basic product idea recognized through market research or other sources. The stages can vary depending on the specifics of the market and business. There are eight major steps in the new product development processes.

1. Idea generation

The new product development process starts with idea generation. It refers to the systematic search for a new product. Idea generation is a step of the creative problem-solving process that involves the entrepreneur generating and detailing ideas.

Usually, the process of developing a new product involves identifying a specific audience and determining which needs the product should address. The idea stage is the process of creating a solution to a particular problem. At the end of this step, the entrepreneur will have a list of innovative ideas. However, when an entrepreneur applies many ideas to a particular problem, it requires evaluating each one carefully before implementation.

2. Idea screening

The succeeding step in the new product development process is idea screening. This step is also called screening, and the key point is to set some criteria for new ideas and pick out beneficial ones. In other words, all ideas generated are screened to spot beneficial ones and drop poor ones as soon as possible. The purpose of this stage was to create a large number of ideas, and succeeding stages are to reduce that number. During this product planning process, entrepreneurs need to prove that the idea has a market to sell to.

3. Concept development and testing

After crossing two steps of the new product development process, you need to build a concept and confirm that there is a place in the market for the newly invented product. In this step, the entrepreneur needs to develop new attractive ideas into a product concept. Evaluate the costs of manufacturing, designing, distribution, and others that are required for leading product concepts and testing.

Concept development and testing steps are required to identify the human and capital resources as per the entrepreneur’s need and the essential features that must exist for a functioning product. In addition, begin to break out a potential marketing plan and larger business strategy, including revenues and market share for this product.

4. Marketing strategy development

In the marketing strategy development phase, a promising idea has been established and validated; now, it is time to create an initial marketing plan for the new product, which will be based on the product concept for its market introduction.

5. Business analysis

In this stage, once it finalizes the marketing strategy and product concept, the organization starts assessing the business appeal of the projected new product.

6. Product development

Product development involves the real manufacture and design of the product. It begins with the manufacture of a sample that eases the market testing. Grounded on the results of the tests, the business owner decides on whether to undertake large-scale production or not.

7. Commercialisation

Encouraging results in the product development stage pave the way for large-scale manufacture and commercialization. Here, the organization launches its promotion campaign for the new product. The market research conducted during the formation stage affects the location and timing of the product launch.