The 4 Ps of marketing are a model for improving the components of your marketing mix, the way a new product or service is launched to market. It helps you define your marketing options in terms of price, product, promotion and location so that your offer meets specific customer needs or demands. In the 4P strategy, this means understanding what your offering needs to differentiate itself from the competition and win over customers. The 4 Ps are a marketing term that means product, price, place (or location), and promotion.
This “marketing mix” of four key marketing factors is the foundation of successful marketing strategies around the world. An effective business marketing plan based on the 4 Ps depends on what you provide to the audience, who wants or needs it, how rare or valuable it is, and the strength of your competition. Let's see what role product, price, location and promotions play in creating a marketing plan and shaping marketing strategies for businesses. Quality, packaging, design, materials and cost of production are vital considerations when designing and branding products.
To fully understand this part of the 4 P's, ask yourself if I have a product worth buying. What makes this a good product? Who would want it and why? It's important to ask questions such as who isn't interested in my product and why? How could I modify my combination of products or marketing to adapt it to new or more customers? What designs, price points, promotional tactics, or product placements don't work effectively? For example, paper plates should be able to hold food well, be made of sanitary materials, have a low cost, be disposable, and readily available. Therefore, marketing paper plates with gold border as a product would be a marketing failure. Offering expensive paper plates runs counter to the purpose of your invention.
The current sizeable target market for paper plates would not be interested in paying more for this product or throwing away something of value (gold) when they just wanted a convenience product that saved time and low cost. On the contrary, it makes sense to offer gold leaf in elegant desserts in a top-notch restaurant to a clientele who spends more. Such outlandish products are almost an expected part of a high-end dining experience and are therefore well-marketed. It's also worth noting that marketing that same high-end dessert on paper plates wouldn't be as popular, for obvious reasons.
For products readily available in highly competitive flooded markets, cost-based pricing is the norm. If the product is not expensive, sought after, or unique, basing price on cost to consumers makes more sense and pricing your product competitively will be effective. Value-based pricing depends on subjective consumer value assessments. Designer clothing, luxury cars, and rare gemstones are examples of value-based pricing products.
The rarer the item, the stronger the social and social value assigned to it and the higher the demand, the higher the price it can reach. In the marketing mix, place refers to the location (virtual or real) where you will market your goods or services. Consider who wants your product and where you spend the most time. This explains why most marketers spend their biggest budget for social media and search engine advertising now instead of on television or radio.
The reason is that customers spend their time there. The common expression used now is meet where they are. Also, consider what type of promotions work well with that target audience to work this angle successfully. Certain types of products work best when marketed in different locations or environments.
Hardware supplies still sell well in brick-and-mortar stores for many reasons. Consumers enjoy being able to handle these products before buying them. A trip to a hardware store often leads to a few more purchases than the customer thought they needed. Selling a tool at a hardware store or sawmill is still a smart decision, in addition to offering it online.
Placing your product where it makes sense to do so (and where your target audience expects it to be) is smart marketing. That said, innovative guerrilla marketing (a term for marketing in an unexpected place where consumers least expect it) can also be very effective. Sometimes, the element of surprise can be a powerful addition to a marketing plan. For other products, in-store sales no longer make sense.
Streaming services, applications, and software programs or services are excellent examples of this. There is nothing physical to buy, so the promotion, price, place and product are all in one place virtually. This keeps production and advertising costs low and ensures that products or services are easily accessible and repairable, improving customer satisfaction and word-of-mouth marketing. Successful promotion of your product also depends heavily on the other three marketing combination factors.
For example, how you promote your product or service depends on the type of offer you have, where it will sell, how much it costs, and who your target market is. Within the 4P marketing mix, you can transform the promotional ideas of your marketing plan. What combination of promotional tactics or strategies will work best for your product? Consider possibilities such as social media advertising, targeted public relations (PR) posts, personal sales campaigns, direct marketing, and solicited sales promotions. The marketing mix generally refers to the set of 4 Ps: Product Price Promotion Location but theoretically speaking; Marketing mix is much broader term often three additional Ps: Process People Physical evidence are also added referred as Marketing 7 Ps.
The role of Marketing Mix is synthesize visible invisible qualities product aspirations target customers. The Marketing Mix manufactured product will different from Product Service. McCarthy had highlighted visualization 4Ps Product Price Promotion Location initial control elements available shape Marketing Plan. He also articulated change equilibria variables long-term perspective.
