presentation on marketing mix

Marketing mix presentation: A comprehensive guide

This comprehensive guide covers all four Ps of marketing: product, price, place, and promotion.

Raja Bothra

Building presentations

Hey there, marketing enthusiast!

If you're looking to master the art of creating an impactful marketing mix presentation, you're in the right place.

In this comprehensive guide, we'll dive deep into the world of marketing mix presentations, exploring what they are, why they matter, and how to craft one that stands out.

So, grab your favorite beverage, settle in, and let's get started on this exciting journey.

What is a marketing mix presentation?

Let's kick things off by understanding the core concept: the marketing mix. The marketing mix refers to the essential elements that a company uses to influence consumer perception and drive their product or service's success in the market. These elements are typically categorized into the famous 4Ps of marketing: Product, Price, Place, and Promotion .

Marketing mix explained

• Product : This is the heart of your marketing mix. It involves the actual product or service you're offering. It's essential to understand what your customers need and want so you can tailor your offering to meet those needs.
• Price : Determining the right price for your product is crucial. You need to consider what you're trying to achieve with your pricing strategy. Are you aiming for affordability, premium status, or somewhere in between?
• Place : Also known as distribution, this aspect focuses on how and where customers can access your product. Consider your distribution channels and what works best for your target market.
• Promotion : Promotion is all about getting the word out there. It includes advertising, sales promotions, and other strategies to create awareness and interest in your product.

Why is marketing mix presentation important?

Now that we've got the basics down, let's talk about why creating a compelling marketing mix presentation is crucial for your business.

Marketing plan : A marketing mix presentation is an integral part of your overall marketing plan . It outlines how you'll use the 4Ps to achieve your business goals.

Target market : By carefully considering your marketing mix, you can better understand and reach your target market , ensuring your product or service resonates with the right audience.

Promotion strategy : Your presentation will play a vital role in defining your promotion strategy . It helps you decide how to advertise, whether through print advertising, display ads, or digital strategies.

Sales promotion : Effective use of the marketing mix can also lead to successful sales promotions , which can be a game-changer for your business.

Market research : A well-structured presentation should reflect the results of your market research , which informs your product and pricing decisions.

What to include in a marketing mix presentation?

Now that you understand the significance of a marketing mix presentation, let's break down what components you should include in it.

• Product or service overview : Start by introducing your product or service. Explain its unique features, benefits, and how it addresses customer needs.
• Pricing strategy : Detail your pricing strategy, including factors like cost analysis, competitor pricing, and the value your product provides.
• Distribution channels : Discuss the channels through which customers can access your product. Whether it's through physical stores, online platforms, or a combination, outline your distribution strategy.
• Promotional activities : Explain how you plan to promote your product. Will you use traditional methods like print advertising or go for modern digital strategies ? Be specific.
• Market research insights : Share the findings from your market research that informed your product and pricing decisions. This adds credibility to your presentation.
• Target audience : Describe your target audience in detail. Who are they, and why will they be interested in your product?
• Competitive analysis : Include a section on your competitors. What sets you apart, and how will you outshine them?

How to structure a marketing mix presentation

Now that you know what to include, let's talk about structuring your presentation effectively. Here's a suggested format:

1. Title slide

• Start with an attention-grabbing title, such as "Unveiling the Perfect Marketing Mix: Your Roadmap to Success."
• Include your company logo and your name as the presenter.

2. Introduction

• Briefly introduce yourself and your company.
• Explain the purpose of your presentation.

Product or service

• Present a detailed overview.
• Highlight unique selling points.
• Discuss your pricing strategy.
• Show how it aligns with your target audience's expectations.

Place (distribution)

• Outline your distribution channels.
• Explain how they cater to your target customers.
• Share your promotional activities.
• Mention any professionally designed materials or strategies.

4. Market research and target audience

• Present insights from your market research.
• Define your target audience clearly.

5. Competitive analysis

• Analyze your competitors.
• Showcase your strengths and opportunities.

6. Conclusion

• Summarize the key points of your presentation.
• Invite questions from the audience.

7. Q&A session

• Engage with your audience and address their queries.

Do's and don'ts on a marketing mix presentation

As you craft your marketing mix presentation, keep these do's and don'ts in mind:

• Do be clear : Ensure your presentation is concise and easy to understand.
• Do use visuals : Incorporate diagrams and visuals to enhance comprehension.
• Do tailor to your audience : Customize your presentation to suit your audience's knowledge and interests.
• Do practice : Rehearse your presentation to boost confidence.

Don'ts

• Don't overload with information : Avoid overwhelming your audience with too much data.
• Don't ignore market research : Always base your decisions on solid market research.
• Don't be vague : Provide concrete details and examples.
• Don't rush : Speak at a comfortable pace, and don't rush through slides.

Summarizing key takeaways

• Understanding the 4Ps : The foundation of a successful marketing mix presentation lies in comprehending the 4Ps: Product, Price, Place, and Promotion . These elements form the building blocks of your marketing strategy.
• Market research matters : Market research is the bedrock upon which you should base your decisions. Informed choices about your product, pricing, and target audience lead to more effective marketing.
• Tailor to your audience : Customize your presentation to suit your audience's needs and preferences. A well-tailored presentation is more likely to resonate and drive engagement.
• Clarity is key : Keep your presentation concise and straightforward. Avoid overwhelming your audience with excessive data or jargon.
• Visual appeal : Visuals, such as diagrams and graphics, can enhance understanding and engagement. Use them wisely to illustrate key points.
• Practice makes perfect : Rehearse your presentation to build confidence and ensure a smooth delivery. Practice helps you convey your message effectively.
• Balance promotion strategies : When discussing promotion, consider a mix of traditional and digital strategies to reach a wider audience.
• Value proposition : Highlight your product or service's unique value proposition to differentiate yourself from competitors.
• Competitive analysis : Analyze your competitors to identify opportunities and areas where you can excel.

With these key takeaways in mind, you'll be well-equipped to create a compelling marketing mix presentation that captures your audience's attention, drives your marketing efforts, and ultimately leads to business success.

1. What is the marketing mix concept, and how can I create a presentation using powerpoint templates?

The marketing mix concept, often referred to as the 4 P's of marketing (product, price, place, and promotion), is a fundamental framework for marketers. To present it effectively, you can utilize powerpoint ppt templates to craft engaging presentation slides that showcase each element.

2. How does segmentation play a role in marketing mix presentations?

Segmentation is a critical aspect of marketing strategy. In a marketing mix powerpoint presentation, you can discuss how segmenting your target audience helps tailor the 4 P's to meet customers' specific needs and preferences.

3. What are the 7Ps of marketing, and can a marketing mix template assist in their visualization?

The 7Ps of marketing expand on the traditional 4 Ps by including people, process, and physical evidence. To illustrate these comprehensively, consider using a marketing mix powerpoint template that allows for customizable content and presentation slides.

4. How does product life cycle impact marketing mix decisions, especially pricing strategy and placement (position)?

The product life cycle has a direct influence on your marketing mix. It affects pricing strategy and how price, discount decisions will inform your placement. In your presentation, highlight how your pricing strategy adapts at different stages of the product life cycle.

5. How can marketing communication and digital marketing be integrated into the marketing mix presentation effectively?

Marketing communication and digital marketing including; email marketing, content marketing, search engine marketing, and other marketing channels are vital tools in the marketer's arsenal. In your presentation, demonstrate how these channels of distribution and marketing tools can increase customer engagement and help you identify opportunities for successful product-led marketing.

Create your marketing mix presentation with prezent

When it comes to marketing strategies, the marketing mix is a foundational concept that plays a pivotal role in the success of any business. With Prezent, crafting a compelling marketing mix presentation has never been easier. Our platform empowers you to showcase your marketing strategy with precision and impact, ensuring that your audience understands the core elements that drive your brand's success.

Prezent's user-friendly presentation builder allows you to seamlessly integrate the four key components of the marketing mix: Product, Price, Place, and Promotion. Whether you're introducing a new product, optimizing pricing strategies, identifying target market locations, or highlighting your promotional efforts, Prezent provides a canvas where you can visually represent each element with clarity. Our brand-approved design ensures that your marketing mix presentation aligns perfectly with your corporate identity, reinforcing your brand's credibility and consistency.

Furthermore, Prezent's real-time sharing and collaboration features make it easy to engage your team in refining and fine-tuning your marketing mix presentation. Whether you're working with colleagues within your organization or collaborating with external partners, Prezent fosters a collaborative environment where ideas can flow freely, resulting in a more comprehensive and impactful marketing strategy presentation. So, if you're looking to elevate your marketing mix game and impress your stakeholders, look no further than Prezent – your trusted partner in effective business communication.

So, why wait? Sign up for our free trial or book a demo !

Start creating your marketing mix presentation today and set your business on the path to success!

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Marketing Mix

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Voila! You can now download this Presentation

Do I understand my customers? Do I address their full experience? Do I have the right talent? These are the questions that concern virtually all marketing executives. The Marketing Mix concept was developed to ease these pains, but our Marketing Mix presentation allows marketers and business leaders not only better plan a successful product offering, execute marketing initiatives and increase customer satisfaction and company revenues, but also communicate the strategy to their teams and stakeholders.

Slide highlights

4Ps in marketing stands for Product, Place, Price and Promotion. Use this slide to introduce and explain the 4P's in detail and while creating your promotion strategy, remember to consider the tactics used by your competitors.

7Ps is an extended, modified version of the 4Ps and stands for People, Process and Physical Evidence on top of Product, Place, Price and Promotion. This slide can be used to elaborate on how 7Ps can improve the overall marketing strategy.

Use this slide to list and explain the complete 15Ps of marketing mix: Product, Price, Place, Promotion, Public, Personalization, Packaging, Protection, Positioning, Presentation, Payment, Purse, Pouch, Promise and Principles.

Application

Marketing automation platform, Mailchimp, broke down the 7Ps elements and implementation of the 4Ps marketing mix concept:

• Product – your customers care solely about what your product or service can do for them. So implement the approach called "product-led marketing." In a marketing mix, product considerations involve every aspect of what you're trying to sell, including design, quality, features, options, packaging and market positioning.
• Price – consider what you're trying to achieve with your pricing strategy and how price will work with the rest of your marketing strategy, the experts say. Make sure that you ask the following questions when selling products: Will there be offerings of higher-end versions at an additional cost? Will the costs need to be covered right away? Will there be sales promotions?
• Promotion – this includes TV and print advertising, content marketing, coupons or scheduled discounts, social media and email marketing, display ads, digital strategies, marketing communication, search engine marketing, public relations and more.
• Place – the same market research that informed your product and price decisions will inform your placement, which goes beyond physical locations. Here are some considerations when it comes to "Place": Where will people look for your product? Will they need to hold it in their hands?
• People – "People" means anyone who comes in contact with your customer, directly or indirectly. To ensure your "people" are making the right impact on your customers, develop your marketers' skills so they can carry out your marketing mix strategy (think company culture and brand personality).
• Packaging – a company's packaging grabs the attention of new buyers in a crowded marketplace and reinforces customer retention. To make your packaging work harder for you, you can design for differentiation, provide valuable information and add more value.
• Process – the more specific and effortless your processes are, the more smoothly your staff can carry them out, the experts say.

Expert Advice

CMOs and other C-suite leaders know their job, but even the most seasoned of them may feel lost during uncertain times. Experts from Deloitte list the following advice for marketing in crisis:

• Build trust – in a time of great uncertainty, people will remember how brands respond to the crisis. A recent brand trust survey from Edelman showed that 71% of respondents indicate they will lose trust in a brand forever if it appears to prioritize profit over people.
• Lean in to purpose – businesses that lead with authentic purpose create deeper connections with customers­ and employees and organizations that had a strong purpose before the pandemic hit may be better positioned to weather the storm.
• Boost human experiences – many organizations have turned to live video platforms to connect people online for virtual lunchtimes, watch parties, business conferences and concerts. Engaging in those platforms in a human way, with empathy, will help to elevate experiences beyond the enabling technology to true connection.
• Leverage fusion – the nation's biggest tech giants are collaborating to help better track outbreaks. Businesses, institutions, and governments are finding that fusion can lead to innovative solutions with great and immediate impact.

• Customer Help
• X (Twitter)

Marketing Mix 4Ps and 7Ps Presentation Templates

In today’s digital marketing world, crafting an effective marketing strategy is crucial. Our presentation templates help visualize your approach, ensuring your marketing mix stands out. Whether it’s the classic 4ps or the comprehensive 7ps, we have a template to match your needs.

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From PowerPoint to Keynote and Google Slides, our vast collection caters to every platform. Each template allows you to dive deep into every aspect of your marketing plan ppt. From product definition, place selection, pinpointing the perfect promotion strategy, to determining the price, we’ve got you covered. Whether launching a new product or service or refining an existing one, these tools are essential.

Marketing Mix 4Ps and 7Ps Presentation Templates: The Ultimate Solution

• Best in class: Our marketing mix 4 slides are designed by marketing experts with a focus on clarity and engagement.
• Versatility: Whether it’s a free marketing mix slide or a premium one, download with ease.
• Comprehensive: Our templates offer a detailed overview of your marketing strategy, from analysis to execution.
• Customizable: Tailor each slide to your brand, ensuring a unique and impactful document.

Incorporate market research, understand your target audience, and gain insights on competitor strategies. Understand where your product fits in the market, its unique selling points, and what sets it apart.

With a single download, get started on building your go-to-market plan. Whether you’re a marketing team looking for a marketing strategy template, a startup planning a successful product launch, or a seasoned professional seeking a digital marketing matrix, our templates are your ultimate guide.

Visualize and Analyze With Precision

While presenting data is essential, doing it compellingly is the game-changer. Our marketing templates aren’t just about showcasing figures; they bring your strategy to life:

• Infographics: Simplify complex data and make your points more engaging.
• 4 ps diagram: For those who swear by the classic four ps, our diagrams allow for an intuitive presentation. Highlight your product, price, place, and promotional strategy seamlessly.
• Comprehensive 7ps matrix: Go beyond the basic 4p model and delve deep into the 7p realm. From people to processes, our matrices ensure every ps of marketing is covered.

Global Marketing Terminologies

Navigating the global marketing mix landscape? We got you covered. Our templates included cater to a diverse array of terminologies, ensuring you speak the language of marketing fluently, wherever you are:

• Vorlage and Marketingkonzept: For our European enthusiasts, seamlessly integrate these words into your presentations.
• Pemasaran: Cater to the Indonesian market with infographic tailored for their marketing mix approach.
• Sobre: Tap into the Spanish-speaking regions and ensure your marketing message resonates.
• Slideshare and Powerpoints: Share and present your strategy on various platforms, including the renowned Slideshare, using our compatible powerpoint templates.

Additional Features for a Comprehensive Marketing Plan

• Model & Example: Each marketing mix template provides a structured model with real-world examples. This makes it easy to apply in practical scenarios.
• Management & Objective: Align your overall marketing plan with your business management goals. Set clear objectives and track them effortlessly.
• Themes & Retail Focus: Choose from various themes that align with your brand. Also, for businesses in the retail sector, our templates are curated to highlight the unique challenges and opportunities you face.
• STP & Excel Integration: For those keen on segmentation, targeting, and positioning (stp), integrate data from Excel for a more analytical approach.
• PDF Export: Need to share your strategy in document form? Export your presentations as PDF with a single click.

Whether you’re looking to build your marketing strategy for a product at the highest price in a luxury segment or target a niche target market using unique promotional tactics, our marketing mix powerpoint templates are the ultimate tool. Dive in and transform your marketing narratives.

Now, creating and executing a successful marketing plan is just a click away. With our free and premium templates, create marketing strategies that resonate, captivate, and convert. Join the ranks of satisfied users and make your marketing activities truly shine.

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How to Develop a Successful Marketing Mix Strategy [+ Templates]

Updated: July 28, 2021

Published: July 02, 2020

One of the first things you're taught in your Introduction to Marketing class is that marketing can be best explained using the marketing mix – also known as the four Ps.

They are – and say 'em with me because if you took that class, you know these four words by heart:

However, once you're in your first marketing internship or job, you learn that marketing entails so much more than can be simplified in a four-section marketing mix matrix.

Still, there's an undeniable benefit of marketing teams organizing their work into the marketing mix framework.

When you stray too far away from the four P's, it can be easy to lose focus on your purpose as a marketer.

Marketing truly is about teams and individuals working together to promote a product in the right place at the right price point. Efforts beyond this scope are essential, but they do all stem off of this foundation of the marketing mix.

Here, we're going to dive into what a marketing mix is and how to develop a successful marketing mix strategy for your own company.

What is a marketing mix?

The marketing mix refers to the actions a company takes to market its product(s) and/or service(s). Typically, it acts as a framework for breaking down the four key components of marketing — product, price, place, and promotion.

The marketing mix helps companies organize their marketing initiatives by task and department for more process-driven and impactful marketing campaigns.

This framework has roots dating back to the 1940s and has been evolving ever since. While some elements have been added or tweaked over the years – most notably for the modern digital age – the core elements of the marketing mix (i.e. the four P's) have remained consistent for decades.

Featured Resource: Marketing Mix Templates

Need a way to visualize your marketing mix to share it with your employees or investors? Use these four marketing mix templates to organize your initiatives and activities by the right section. Click here to download them now .

Marketing Mix Elements

When perfected and synchronized, the core elements of a marketing mix provide a well-rounded approach to marketing strategy.

Product refers to what your business is selling – product(s), service(s), or both. The bulk of the work in this element is typically done by product marketers or managers.

Nailing the product element of the marketing mix means doing extensive research and development, understanding the need for the product, developing a product launch plan and timeline, and educating customers and employees – especially salespeople – on the product's purpose.

Price refers to the price point at which you'll sell your product(s)/service(s) to consumers. Arriving on this dollar amount requires consideration of multiple pricing strategies, analysis of similarly priced products in your market, and insights from consumers through surveys and focus groups.

Price speaks to positioning in the market, the speed at which you want to penetrate your market, and your company's revenue goals and profit margin.

In the marketing mix, place refers to where your product or service will be sold. For tangible products, this will include physical locations such as your own store, or a retailer where your product will be resold.

It can also include the other methods where your products can be purchased, like online or over the phone.

4. Promotion

Promotional activities are those that make your target market aware and excited about what you're selling.

While this does include paid initiatives like commercials and advertising, promotion also entails organic initiatives like word-of-mouth marketing, content marketing, and public relations.

Other Elements

While the marketing mix can often be simplified down to the 4 P's, the expansion of the scope of marketing in recent years has resulted in more P's added to the list.

For example, Smart Insights includes the following elements in its marketing mix definition:

• Process , or the large internal initiatives taken to support a product launch, such as including salespeople in goal setting.
• People , which can refer to your buyer, market, and target audience, or your internal team responsible for a launch.
• Partners , or who you'll be working with outside of your company, such as distributors or co-marketing partners.

Some of the other P's can include:

• Payment , or how transactions will be held and processed.
• Physical evidence, or anything tangible pertaining to your product or service, like any materials needed to complete your service or deliver your product.
• Packaging , or anything pertaining to the physicality of your product, like how it looks or how it's packaged.

These other marketing mix elements should be utilized as you see fit for your projects. However, every good marketing mix should rely on a thorough exploration of those first 4 Ps.

Marketing Mix Templates

Fill out the form to get your templates, marketing mix examples from real businesses.

Fintech companies are everywhere, but how many of them focus on organic and non-GMO agriculture?

As sustainable agriculture becomes more top of mind, brands like Mercaris help support agriculture companies looking to stay ahead in the market. Beyond delivering a service, the company identified a niche and launched a business with few direct competitors.

They offer a monthly subscription-based service that arms agricultural companies with the market intelligence needed to compete in the space. This includes detailed reports on food production, commodity prices, and market shifts.

Not long after Airbnb launched, users filed complaints of racism from their hosts and expressed reluctance to use the platform's services. The company implemented measures to appease these concerns. However, it brought attention to an important issue.

It's this uncertainty that allowed Noirbnb to enter the market. The brand tapped into people of color's desire to feel safe and welcomed in their temporary home while traveling – then, they used it as their unique selling position (USP).

The brand even plays on Airbnb's name – which is now a household one – to indicate that they offer a similar service that's been adapted to cater to travelers of color.

Warby Parker

This online retailer of prescription eyeglasses and sunglasses is known for its stylish yet affordable glasses. Warby Parker 's pricing, which starts at $95, undercuts many of its competitors, making it a popular go-to for consumers.

The brand's pricing strategy is based on public perception. In interviews, the founders revealed that originally, they were going to price their frames as low as $45. However, after considering how low prices for items like glasses can be perceived as low quality, they doubled the price to settle at a number that was still competitive.

A brand's pricing strategy can have an important role in how it's perceived in the market. So, it's important to consider what that perception is and if it's the one you want to put out there.

When Canva entered the market, it was every small business owner's dream. You could design any marketing material you wanted for FREE, what more could you ask for?

Eventually, the brand introduced premium versions of its platform. Catering to businesses ranging from small to enterprise-level, they added features like high-quality stock visuals, social media publishing tools, marketing campaign management, and large cloud storage.

Hu , short for "Get Back to Human," is a dessert company that specializes in making organic, paleo chocolate bars free of the junk ingredients we find in big-name products.

The brand has made its products available from multiple major retailers, including Walmart, Target, and Whole Foods. They also have a virtual storefront on Amazon. If stock ever runs out there, you can always purchase their products through their website.

Hu has made its product accessible through multiple channels, maximizing its earning potential while expanding its brand awareness.

The Lip Bar

Vegan beauty brand The Lip Bar leverages influencers and celebrities to promote its products and increase its brand awareness. Recently, the brand partnered with beauty influencer Raye Boyce to announce its expansion into Walmart stores and its nine latest products.

The Lip Bar places women of color at the center of its products and collaborating with a Black influencer known for her love of lipsticks is in perfect alignment with the brand's identity.

Beyond a robust social media presence, the company also has a blog on its website with content that appeals to audiences across the buyer's journey.

Avant-Garde Vegan

Some brands launch a product then promote, while others promote then launch.

Avant-Garde Vegan , an online brand created by UK-based chef Gaz Oakley, grew his business on social media – namely YouTube. Oakley gained popularity posting recipes for healthy, vegan dishes and soon became a go-to resource for new and established vegan consumers.

Eventually, Oakley released his first product, a cookbook. Now the brand sells both cookbooks as well as merchandise.

The reason why this strategy works particularly well is that it focuses on adding value instead of selling. Oakley gained his audience's trust and loyalty through consistent and quality posts on social media.

Once he introduced a product, many of his followers were ready to make a purchase. It's a long-term strategy that can have a big payoff if executed well.

How to Develop a Marketing Mix Strategy

Because the marketing mix incorporates elements from across your department – and even your company – it's imperative to establish a marketing mix strategy for each product you launch, or for your company as a whole. For a fully fleshed-out marketing mix, follow these steps.

1. Engage in market research and product development.

The success of your marketing work is first and foremost contingent on your product. Make sure it's well developed and your team can speak to its benefits and the story behind it.

Best practices in this step include:

• Engaging in market research to understand your buyers' needs.
• Speaking to your current customers to uncover their pain points and see which needs to address in your current product or service line.
• Monitoring industry trends to identify a potential demand in your market.
• Examining the competition.
• Collaborating with your product team during product development to ensure it meets your buyer personas' needs.
• Having your product tested by current customers to see how they're using the product or service and if it's actually solving for their problems.

Taking these actions ensures you're making every effort to understand and solve for your customer, providing a solid foundation for your product to launch successfully.

Featured Tool: Market Research Kit . To make your R&D more impactful, use these free market research templates so you can better understand your customers and competitors.

2. Determine your pricing model.

A lot goes into choosing a price point – so much so that we wrote an entire guide to pricing strategies .

Luckily, you'll be able to refer to much of the work done in the previous section. Thanks to your understanding of your market through research, you'll have answered most of the necessary questions in this section. You'll also need to take your costs into account so you can maximize unit sales and profit.

During this stage, make sure you do the following.

• Speak to customers (or refer to previously completed market research) to determine the ideal selling price.
• Work with the product team to ensure the product can be developed in a cost-effective manner that would ensure profitability at your target price point.
• Meet with financial experts to determine aggressive yet realistic sales forecasts to contribute to the company's bottom line.
• Collaborate with your sales team to determine discounting strategies.
• Determine how you'll adjust price and revenue forecasts when selling through resellers.

Lastly, don't forget to factor in the perceived value by the customer. Even if your product or service doesn't cost a significant amount to make, you'll be able to mark up your product more if you face little competition and provide an irreplaceable benefit to your customers.

Featured Tool: Pricing Strategy Calculator . If you need help selecting your pricing model, use this template to compare different pricing strategies and see which will yield your company the most profit and revenue based on your forecasts.

3. Choose your distribution channels.

The "place" part of the marketing mix answers where your product will be sold. Keep in mind, this can be any combination of your store, a distributor's store, or online. You'll want to address the following points before moving onto the promotion stage:

• Determine if your product will fare best in your physical location, a store of another retailer, on your website, on another company's website, or some combination of these locations.
• Think about geographic location – make sure your supply meets regional demand, and plan for whether or not what you're selling will be available in a certain city, a state, the country, or worldwide.
• Come to an agreement with retailers and resellers on margins, markups, and manufacturer suggested retail prices (MSRP).
• Figure out how many salespeople will be needed to ensure you meet your goals.
• Set goals for retail, third-party sellers, since you may be sharing shelf space or search results with a competitor or two.

4. Select your promotion tactics.

Finally, it's time to promote your product. While this is probably the element most associated with marketing, it's crucial that this element be completed last, because you need the foundation of product, price, and place before determining promotion tactics.

Think about it – shouldn't you know what you're promoting, why you're promoting it, and where it's available before actually promoting it? It's tempting to jump right to this step, but your promotion will be much better off if it's done after everything else in the marketing mix.

Once you do have that understanding, consider the following promotional channels and choose the one(s) that makes the most sense for your product, its buyers, and its price point:

• Content marketing efforts, such as blogging, content creation, and building a website.
• Public relations and working with affiliates and/or influencers.
• Social media marketing – both organic and paid – on channels such as LinkedIn, Facebook, and Instagram.
• Search engine ads on sites like Google and Bing.
• Ads to air on video streaming sites like YouTube, or on TV.
• Event marketing, including attending industry events or hosting your own event.
• Customer marketing and utilizing referrals.
• And more – There are countless promotional ideas you can use to spread the word on your product, service, or business.

Featured Tool: Marketing Plan Template . If your promotional tactics are multi-faceted enough, consider documenting your plans in this customizable template.

Every company's marketing mix is different, placing emphasis on certain factors over others.

Some businesses use their marketing mix for a single product, while others adopt a company-wide marketing mix. However, good marketing mixes should tie in all the elements without neglecting one.

All elements of the marketing mix are important, so don't be quick to overlook any of them, and find ways for different elements of the mix to overlap and share goals.

With so many activities happening to support a single initiative, it's helpful to organize everything in a single template for easy reference. Here are a few examples of marketing mix templates your marketing department can use, in addition to when they might make sense to reference.

1. Simple Marketing Mix Template

Download this Template

This template is a great starter for organizing a marketing mix. It's ideal for one product and for the marketing mix's maker to get an understanding of all the elements involved in the marketing of a product.

2. Company Marketing Mix Template

For a marketing mix that applies company-wide, this template is a perfect fit. You can outline the initiatives that apply to most or all of the products and/or services in your suite.

3. Structured Marketing Mix Template

For when you need to get right to the point with a more organized, actionable visualization, use this structured, bulleted template for quick reference and clarification.

4. Production Marketing Mix Template

Finally, a production marketing mix template is best utilized for internal reference. This template answers questions on the go-to-market efforts for products and services that you're selling.

Mix It All Together

Whether you're a student just learning to understand everything that marketing entails or a CMO hoping to clearly convey the work that your team is doing to your fellow employees, the marketing mix framework is an essential tool to help you get the job done.

Don't forget – if you need to organize your marketing initiatives into a central location, try using HubSpot's Marketing Mix Templates to document your activities in one place.

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Slide 1 : This slide introduces Marketing Mix. State Your Company Name and begin. Slide 2 : This slide shows Content of the presentation. Slide 3 : This slide presents Capture Marketing Insights describing- Gathering Information & Scanning the Environment, Conducting Marketing Research & Forecasting Demand. Slide 4 : This slide displays PESTEL Analysis describing- Economics, Legislation, Society, Technology, Environment, Politics. Slide 5 : This slide represents SWOT Analysis describing- Strengths, Weaknesses, Opportunities, Threats. Slide 6 : This slide showcases Global Market Potential Graphical Format with maps to describe Market Size and Growth Size of different countries. Slide 7 : This slide shows Global Market Potential Tabular Format with categories as region, market analysis, years and CAGR. Slide 8 : This slide presents Market Survey Insights with related icons and text boxes to show information. Slide 9 : This slide displays Market Opportunity Analysis describing- Is It Profitable? Can Benefit Convince Target Markets? Can Target Markets Be Reached With Cost Effective Media & Trade Channels? Possess Resources To Deliver Benefits? Are Benefits Better Than Competitors? Slide 10 : This slide represents Connect with Customers describing- Creating Customer Value and Loyalty, Analyzing Consumer Market, Analysing Business Markets, Identifying Market Segments & Targets. Slide 11 : This slide showcases Creating Customer Value describing- Understand the marketplace, customer needs and wants, Design a customer driven marketing strategy, Construct an integrated marketing programme, Build profitable relationships and create delight, Capture Value From Customers And Build Customer Relationship. Slide 12 : This slide shows Creating Customer Loyalty with- Recognition Program, Rebate Program, Bonus Points, Loyalty Programs. Slide 13 : This slide presents Customer Purchase Stages describing- Initial Consideration, Active Evaluation, Closure. Slide 14 : This slide displays Moderating Effect on Consumer Decision Making with SMS / text message ad, Video game advertising, Online review by someone you do not know, An endorsement from an online personality, Recommendation from within your social media circle, Recommendation from within your social media circle. Television ads Slide 15 : This slide represents Medium that Influence Purchase Decision in mature and developing markets. Slide 16 : This slide showcases Analysing Business Situation with- Funds Available, Service Available, Major Competitors, Market Trend, Target User, Market Size. Slide 17 : This slide shows Consumer Market Segmentation describing- Geographic, Demographic, Behavioral and Psychographic factors. Slide 18 : This slide presents Business Market Segmentation describing- Operating Variable, Demographics, Purchasing Approaches, Personal Characteristics, Situational Factors. Slide 19 : This slide displays International Market Segmentation describing- Segmentation is done on the basis of the mentioned parameters, you can fill in the details as per the requirements Geographic, Cultural, Economic, Political-Legal. Slide 20 : This slide represents Build Strong Brands with- Creating Brand Equity, Crafting Brand Positioning, Develop Strategic Positioning, Dealing with Competition. Slide 21 : This slide showcases Create Brand Equity with- Brand Loyalty, Brand Awareness, Perceived Quality, Brand Associations, Other Proprietary Assets. Slide 22 : This slide shows Crafting Brand Positioning describing- How The Brand Makes Me Look, What The Product Does For Me, How The Brand Makes Me Feel, How I Would Describe The Product. Slide 23 : This slide presents Brand Positioning Framework describing- What Customers Want, What You Have To Offer, What Competition Has To Give. Slide 24 : This slide displays Develop Strategic Positioning with- Differentiation, Comprehensive Cost Leadership, Focus on Priorities, Superior Quality, Moderate Prices, Customer Value. Slide 25 : This slide represents Competitive Analysis describing- Company & Product, Target Customers, Price, Value Proposition, Key Benefits. Slide 26 : This slide showcases Market Competitiveness- Ratings with Key success factors, competitor ratings etc. Slide 27 : This slide shows Market Competitiveness- Score with Key success factors, weighted score, ratings etc. Slide 28 : This slide presents Shape the Market Offerings with- Setting Product Strategy, Designing & Managing Services, Developing Pricing Strategies & Program. Slide 29 : This slide displays Setting Product Strategy describing- Key Attributes Of Your Product / Solution, Price Positioning, Market Position, Business Model. Slide 30 : This is another slide on Setting Product Strategy describing- Customers, Channels, Audience. Slide 31 : This is another slide on Setting Product Strategy describing- External Activities, Tools For Customers, Tools For Internal Audience. Slide 32 : This slide shows Designing & Managing Services describing- Survival, Maximum Current Profit, Maximum Market Share, Product-Quality Leadership, Maximum Market Skimming. Slide 33 : This is another slide on Designing & Managing Services describing- Market Skimming, Value Pricing, Loss Leader, Psychological Pricing, Competitor Pricing, Predatory Pricing, Cost-plus Pricing, Penetration Pricing, Contribution Pricing. Slide 34 : This slide presents Developing Pricing Strategies and Programs with imagery and text boxes to show information. Slide 35 : This is another slide on Developing Pricing Strategies and Programs with categories as- Basic, Pro, Advanced, Business, Platinum. Slide 36 : This is another slide on Developing Pricing Strategies and Programs with- Business Plan, Private Plan and Mega Plan. Slide 37 : This is one more slide on Developing Pricing Strategies and Programs with basic and premium pricing options. Slide 38 : This slide displays Deliver Value describing- Manage Channel Partner, Managing Retailing, Wholesaling, & Logistics. Slide 39 : This slide represents Manage Channel Partner with- Face-to-Face & WebEx Training, Channel Flash Email Newsletter, Video Library. Slide 40 : This is another slide to Manage Channel Partner with related imagery and text boxes. Slide 41 : This slide showcases Manage Channel Partner in a tabular form with categories as product/ service, pricing etc. Slide 42 : This slide shows Managing Retailing, Wholesaling, & Logistics with- Supply, Distribution & Warehousing, Manufacturing, Retail, Consumer. Slide 43 : This slide presents Managing Retailing, Wholesaling, & Logistics describing- Complete Previous Expenditure Records & Volumes, Expenditure Divided by Items & Sub Items, Expenditure by the Supplier, Expenditure by Division , Department or User, Future Demand Projections or Budgets. Slide 44 : This slide displays Communicate the Value describing- Designing & Managing Integrated Marketing Communications, Marketing Reach by Channels. Slide 45 : This slide represents Designing and Managing Integrated Marketing describing- Print Ads, Online Advertising, Trade Fairs, Tele Marketing, Referrals, Direct Mail, Canvassing. Slide 46 : This slide showcases Marketing Reach by Channels with online and offline marketing. Slide 47 : This is another slide on Marketing Reach by Channels describing- Tele Marketing, Emails, Online Media, Print Ads, Referrals, Trade Fairs. Slide 48 : This slide shows Create Successful Long-term Growth with- Introducing New Market Offerings, New Product Detailed Overview, Tapping into Global Markets. Slide 49 : This slide presents Introducing New Market Offerings describing Idea and product details. Slide 50 : This slide displays New Product Detailed Overview describing- Strategic, Product Advantage, Market Attractiveness, Synergies, Technical Feasibility, Profitability Analysis. Slide 51 : This slide represents Tapping into Global Markets with maps and related text. Slide 52 : This slide is titled as Dashboard and KPIs. You can modify it as per requirements. Slide 53 : This slide showcases Marketing Management Dashboard with pie charts, line graphs, bar graphs etc to show information and campaign spendings. Slide 54 : This is another slide presenting Marketing Management Dashboard describing- total spendings, conversions, cost per conversion, conversion rate etc. Slide 55 : This is another slide representing Marketing Management Dashboard with line, bar and pie charts to show information. Slide 56 : This slide shows Marketing Management Dashboard with visits, average session duration, bounce rate, page views etc. Slide 57 : This slide presents Marketing Management Dashboard describing ROI on different marketing channels which includes Display, Organic, Paid and referral. Slide 58 : This slide displays Marketing Management KPI Metrics with objectives as- awareness, engagement, lead generation, customer support etc. Slide 59 : This is another slide with Marketing Management KPI Metrics describing- KPI, activities, metrics etc. Slide 60 : This slide reminds about a coffee break. Slide 61 : This slide displays Marketing Mix Icons. Slide 62 : This is another slide continuing Marketing Mix Icons. Slide 63 : This slide is titled as Additional Slides for moving forward. Slide 64 : This is Our Mission slide with imagery and text boxes. Slide 65 : This is Meet Our Team slide with names and designation. Slide 66 : This is Our Goal slide. State your important goals here. Slide 67 : This is a Financial slide. Show your finance related stuff here. Slide 68 : This is Blub Or Idea slide to state a new idea or highlight specifications, information etc. Slide 69 : This slide displays Magnifying Glass with text boxes to show information. Slide 70 : This is a Comparison slide to state comparison between commodities, entities etc. Slide 71 : This slide displays Pie chart with two products comparison. Slide 72 : This slide shows Bar Graph with three products comparison. Slide 73 : This slide showcases Clustered Column - Line chart with three products comparison. Slide 74 : This is a Thank You slide with address, contact numbers and email address.

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December 27, 2021

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Marketing Mix

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The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix – Price, Product, Promotion and Place. You just need to create a product that a particular group of people want, put it on sale some place that those same people visit regularly, and price it at a level which matches the value they feel they get out of it; and do all that at a time they want to buy. Then you have got it made. However, nowadays, the marketing mix increasingly includes several other Ps like Packaging, Positioning, People and even Politics as vital mix elements. There is a lot of truth in this idea. However, a lot of hard work needs to go into finding out what customers want, and identifying where they do their shopping. Then you need to figure out how to produce the item at a price that represents value to them, and get it all to come together at the critical time. But if you get just one element wrong, it can spell disaster. You could be left promoting a car with amazing fuel economy in a country where fuel is very cheap. The marketing mix is ​​a good place to start when you are thinking through your plans for a product or service, and it helps you to avoid these kinds of mistakes. All the elements of the marketing mix influence each other. They make up the business plan for a company and handled right, can give it great success. The marketing mix needs a lot of understanding, market research and consultation with several people, from users to trade to manufacturing and several others.

Marketing Mix template contains bright and modern slides. The first slide allows you to present your 4P marketing strategy. This slide will primarily be useful to marketers and advertising specialists. For example, you can describe in detail each 4P category – price, product, place, promotion. The next slide will be useful for university professors when preparing a marketing course. For example, you can describe in detail the strengths of each category and examples of their application in practice. The third slide adds two additional categories people, process. Startups can use this slide when preparing their strategy for promoting a new product. The last slide gives you the opportunity to highlight the percentage of your marketing plan met for each of the six categories. The slides of this template can be used by product managers when preparing a sales plan fulfillment report by product. This template will also be useful to salespeople when discussing strategies for promoting a product to new markets or when discussing working methods in different regions. Marketing Mix template will organically complement your old templates and take its rightful place in your collection.

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The 4 Ps of Marketing: What They Are and How to Use Them

Learn what the 4 Ps are and how they can help you in your next marketing endeavor.

The four Ps are a “marketing mix” comprised of four key elements—product, price, place, and promotion—used when marketing a product or service. Typically, successful marketers and businesses consider the four Ps when creating marketing plans and strategies to effectively market to their target audience. 

Although there are many other “marketing mixes,” the four Ps are the most common and foundational to creating a successful marketing strategy . In this article, you will learn more about their purpose, history and find a detailed breakdown of the four Ps. 

What are the 4Ps of marketing? (Marketing mix explained)

The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives. 

The 4 Ps were first formally conceptualized in 1960 by E. Jerome McCarthy in the highly influential text, Basic Marketing, A Managerial Approach [ 1 ]. There, McCarthy noted that while the text of the book was  “similar to that found in the traditional texts, the approach is not.” 

McCarthy’s novel approach was influenced by the still-recent “marketing mix” concept, which Harvard Business School professor Neil. H. Borden popularized in the 1950s. In fact, Borden himself had been influenced by a 1948 study written by James Culliton, in which the author equated business executives to “artists” or “mixer[s] of ingredients” [ 2 ]. Rather than using the same approach for every situation, then, Culliton and Borden recognized that successful executives instead mixed different methods depending on variable market forces. 

McCarthy streamlined this concept into the four Ps—product, place, price, and promotion—to help marketers design plans that fit the dynamic social and political realities of their time and target market . In effect, the purpose of the four Ps remains the same today as when McCarthy first published his book: “developing the ‘right’ product and making it available at the ‘right’ place with the ‘right’ promotion and at the ‘right’ price, to satisfy target consumers and still meet the objectives of the business” [ 3 ]. 

The four Ps

The four Ps form a dynamic relationship with one another. Rather than one taking priority over the other, each is considered equally important in crafting a strategic marketing plan. 

The product is the good or service being marketed to the target audience. 

Generally, successful products fill a need not currently being met in the marketplace or provide a novel customer experience that creates demand. For example, the original iPhone filled a need in the market for a simplified device that paired a phone with an iPod, and the chia pet provided a humorous experience for consumers that was utterly unique.    

As you are working on your product, it is essential to consider potential customers in your target audience and their unique needs. Some questions to consider when working on a product include: 

What is your product? 

What does your product do? Does the product meet an unfilled need or provide a novel experience? 

Who is your product’s target audience? 

How is your product different from what others offer? 

Read more: Competitive Product: Definition + How to Analyze One

Price is the cost of a product or service. 

When marketing a product or service, it is important to pick a price that is simultaneously accessible to the target market and meets business goals. Different pricing models can have a significant impact on the overall success of a product. For example, if you price your product too high for your targeted audience, then very few of them will likely purchase it. Similarly, if you price your product too low, then some might pass it up simply because they are concerned it might be of inferior quality and cut into your potential profit margins. 

To identify a successful price, you will want to thoroughly understand your target audience and their willingness to pay for your product. Some questions you might ask yourself as you are considering your product’s price include:

What is the price range of your product’s competitors? 

What is the price range of your target audience? 

What price is too high for your audience? What price is too low? 

What price best fits your target market? 

Read more: What Is a Pricing Strategy? + How To Chose One for Your Business

Place is where you sell your product and the distribution channels you use to get it to your customer. 

Much like price, finding the right place to market and sell your product is a key factor in reaching your target audience. If you put your product in a place that your target customer doesn’t visit—whether on or offline— then you will likely not meet your sales target. The right place, meanwhile, can help you connect with your target audience and set you up for success. 

For example, imagine you are selling an athletic shoe you designed. Your target market is athletes in their early twenties to late thirties, so you decide to market your product in sports publications and sell it at specialty athletics stores. By focusing on sports stores over shoe stores in general, you are targeting your efforts to a specific place that best fits your marketing mix.  

To decide the best place to market and sell your product, you should consider researching the physical places or digital channels that your target audience shops and consumes information. Some questions to consider include: 

Where will you sell your product?

Where does your target audience shop? 

What distribution channels are best to reach your target market? 

Read more: What Is a Marketing Channel? 6 Types to Prioritize in 2023

Promotion is how you advertise your product or service. Through promotional activities, you will get the word out about your product with an effective marketing campaign that resonates with your target audience. 

There are many different ways to promote your product. Some traditional methods include word of mouth, print advertisements, and television commercials. In the digital age, though, you can create online marketing campaigns to promote your product, using such channels as content marketing , email marketing , display ads , and social media marketing .  

 Some questions to consider as you are working on your product promotion include: 

What is the best time to reach your target audience? 

What marketing channels are most effective for your target audience? 

What marketing messages would most resonate with your target audience?

What advertising approaches are most persuasive to your target audience?

Other marketing mixes

The four Ps aren’t the only marketing mix used today. Some other modern marketing mixes include the five Ps, the seven Ps, and the 5 Cs. Although each of these reflects certain aspects of the four Ps, they also each possess some unique elements that alter their emphasis on the marketing process.  

The five Ps

The five Ps are product, price, place, promotion, and people . 

Today, many marketers use the five Ps over the four Ps because it centers the experiences of customers and staff in the marketing process. Typical considerations include how a customer behaves, their experience with the product, and their overall satisfaction with the business.  

The seven Ps

The seven Ps are product, price, place, promotion, people, processes , and physical evidence . 

The seven Ps are a further elaboration of the five Ps, adding considerations of the processes that define the customer experience and the physical evidence that the target market needs to see to become customers. While processes might involve the specific customer service processes that define a product, physical evidence can be websites or store displays that help the target market imagine themselves using the product. 

The five Cs

The five Cs are customer, company, competition, collaborators, and climate. 

In some respects, the five Cs reflect many of the same concerns of the four and five Ps, but with added emphasis on external factors, such as possible outside collaborations and competitive research. 

Furthermore, while “climate” refers to the social, political, and economic context surrounding the market, “customer” refers to the target market and customer experience. “Company,” meanwhile, refers to the place of the company and their available resources in the marketing process. 

How to use the 4 Ps of marketing

Now that you know the 4Ps and other marketing mixes, here is a quick refresher on your main objectives for your marketing strategy:

Communicate the benefits that the product offers potential customers.

Demonstrate how the product's value matches the price.

Place the product where your target audience is most likely to encounter it.

Promote the product in ways that resonate with your target audience.

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Want to keep learning about the 4 Ps? Define your Ps with Marketing Mix Implementation from IE Business School, which covers brand and product management, pricing strategy, and more.

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Frequently asked questions (FAQ)

What is the most important out of the 4 ps ‎.

All of the 4 Ps—product, price, place, and promotion—are important components of your marketing strategy. They work most effectively when marketers use them in conjunction with one another. You may find yourself focusing on one or another at different phases of business development. For example, you might focus on product and price at earlier stages, while place and promotion might become priorities at a later stage when you’re preparing to introduce the product to the market. ‎

Are the 4 Ps of marketing still useful? ‎

Although the 4 Ps of marketing has been around since the 1960s, the concept is still considered useful, even as marketing rapidly evolves and becomes increasingly digitized. You can think of the 4 Ps as comprising the foundation to developing effective marketing strategies. At the same time, it’s a good idea to use some of the other models—the 5 Ps (product, price, place, promotion, and people) or the 5 Cs (customer, company, competition, collaborators, and climate)—to build a more thorough approach to marketing. ‎

Article sources

Oxford Reference. “ E Jerome McCarthy , https://www.oxfordreference.com/view/10.1093/oi/authority.20110803100143321.” Accessed July 10, 2023. 

Guillaum Nicaise. “ The Concept of the Marketing Mix , http://www.guillaumenicaise.com/wp-content/uploads/2013/10/Borden-1984_The-concept-of-marketing-mix.pdf.” Accessed July 10, 2023.

HathiTrust. “ Basic Marketing: a managerial approach , https://babel.hathitrust.org/cgi/pt?id=inu.30000041584743&view=1up&seq=1.” Accessed July 10, 2023.

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What Is a Marketing Mix?

What are the 4 ps of a marketing mix, what are other marketing tools, what are the four elements of a marketing mix, what are the 7 ps in a marketing mix, what is the purpose of a marketing mix, the bottom line.

• Marketing Essentials

Marketing Mix: The 4 Ps of Marketing and How to Use Them

Investopedia / Mira Norian

A marketing mix includes multiple areas of focus as part of a comprehensive marketing plan . The term often refers to a common classification that began as the four Ps : product, price, placement, and promotion.

Effective marketing touches on a broad range of areas as opposed to fixating on one message. Doing so helps reach a wider audience, and by keeping the four Ps in mind, marketing professionals are better able to maintain focus on the things that really matter. Focusing on a marketing mix helps organizations make strategic decisions when launching new products or revising existing products.

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Key Takeaways

• A marketing mix refers to a framework that uses the four Ps of product, price, placement, and promotion.
• This concept traces back to 1960, when marketing professor E. Jerome McCarthy first published it in a book entitled Basic Marketing: A Managerial Approach.
• The different elements of a marketing mix work in conjunction with one another with the ultimate purpose of generating higher sales.
• In addition to the 4 Ps, three approaches can also be integrated that include people, process, and physical evidence to reinforce a consumer-centric type of marketing strategy.
• This type of strategy extends beyond a product-focused marketing approach.

The four Ps classification for developing an effective marketing strategy was first introduced in 1960 by marketing professor and author E. Jerome McCarthy. It was published in the book entitled Basic Marketing: A Managerial Approach. Depending on the industry and the target of the marketing plan, marketing managers may take various approaches to each of the four Ps. Each element can be examined independently, but in practice, they often are dependent on one another. 

This represents an item or service designed to satisfy customer needs and wants. To effectively market a product or service, it's important to identify what differentiates it from competing products or services. It's also important to determine if other products or services can be marketed in conjunction with it.

The sale price of the product reflects what consumers are willing to pay for it. Marketing professionals need to consider costs related to research and development, manufacturing, marketing, and distribution—otherwise known as cost-based pricing. Pricing based primarily on consumers' perceived quality or value is known as value-based pricing .

Value-based pricing plays a key role in products that are considered to be status symbols.

When determining areas of distribution, it's important to consider the type of product sold. Basic consumer products, such as paper goods, often are readily available in many stores. Premium consumer products, however, typically are available only in select stores.

Joint marketing campaigns are called a promotional mix. Activities might include advertising, sales promotion, personal selling, and public relations. One key consideration is the budget assigned to the marketing mix. Marketing professionals carefully construct a message that often incorporates details from the other three Ps when trying to reach their target audience . Determination of the best mediums to communicate the message and decisions about the frequency of the communication also are important.

Not all marketing is product-focused. Customer service businesses are fundamentally different than those based primarily on physical products, so they often will take a consumer-centric approach that incorporates additional elements to address their unique needs.

Three additional Ps tied to this type of marketing mix might include people, process, and physical evidence. "People" refers to employees who represent a company as they interact with clients or customers. "Process" represents the method or flow of providing service to clients and often incorporates monitoring service performance for customer satisfaction. "Physical evidence" relates to an area or space where company representatives and customers interact. Marketers take into consideration elements such as furniture, signage, and layout.

Additionally, marketers often study consumers in order to refine or update strategies related to services or products. This requires a strategy for communicating with consumers in order to obtain feedback and define the type of feedback being sought.

Traditionally, marketing commences with identifying consumers' needs and ceases with the delivery and promotion of a final product or service. Consumer-centric marketing is more cyclical. Its goals include reassessing customers' needs, communicating frequently, and developing strategies to build customer loyalty .

The four primary elements of a marketing mix are product, price, placement, and promotion. This framework aims to create a comprehensive plan to distinguish a product or service from competitors that creates value for the customer. Often, these elements are dependent on each other.

Product refers to a good or service that meets a customer's needs. Here, companies focus on features that differentiate it from its competitors. An organization may also consider complementary products that fit within its suite of product or service offerings.

Price represents the price point or price range for the product or service. Ultimately, the goal is to maximize profit margins and return on investment while considering the price that customers are willing to pay.

Placement refers to distribution channels. Specifically, where is this product being promoted, and how can you get it in front of your target audience?

Promotion focuses on creating brand awareness around your product or service. Importantly, it looks at how utilizing certain channels can drive sales.

Sometimes, the marketing mix can extend beyond the classic four Ps of product, price, placement, and promotion established by professor E. Jerome McCarthy in 1960. These additional categories include people, physical evidence, and process.

In this way, people represent the employees who interact with customers. A company may consider company culture as it relates to its brand strategy. This may include customer relationship management (CRM) , which aims to increase brand loyalty among customers.

Physical evidence might include the packaging or the layout of a physical store, which can reinforce a brand and create more value to the customer.

Finally, the process identifies areas, often from a logistical standpoint, that enable the customer to have the most seamless experience possible with a product or service. This may include everything from delivery logistics and shipping to managing third-party retailers.

At its core, a marketing mix is focused on promoting a product or service to generate revenue for a company. On the whole, it integrates key marketing strategies that create brand awareness, build customer loyalty, and drive product sales.

The development of a comprehensive, effective marketing plan takes into consideration a marketing mix that includes several areas of focus. Typically, the marketing mix refers to the four Ps: product or service, its price, placement, and promotion. This concept was developed in 1960, when marketing professor E. Jerome McCarthy first published it in a book entitled Basic Marketing: A Managerial Approach.

However, because not all marketing is focused on products, customer-service businesses rely on other marketing tools that might include three additional Ps: the people who interact with customers, the process that creates a seamless customer experience, and physical evidence, or the area where customers and company representatives interact.

All of these tools are used to promote a product or service and build brand awareness and customer loyalty in order to generate revenue for a business.

E. Jerome McCarthy. " Basic Marketing: A Managerial Approach ," Page vi. R.D. Irwin, 1960.

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Marketing Mix PPT Presentation

The term “marketing mix” is a basic model for companies that is historically based on product, price, location and sales. It is a method of making decisions about how to launch a product. Several components are combined to strengthen and consolidate the brand of a product and to sell the product or service.

The marketing mix is mainly associated with the 4Ps of marketing, the 7Ps of service marketing and the 4Cs theories developed in the 1990s. As dynamic markets influence customer decisions, your marketing approach needs to evolve to meet customers' current needs. For this reason, the marketing experts have added 4Ps to the 4Ps of the marketing mix, so that a total of 7 or 8Ps of the marketing mix have been created.

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1.2 The Marketing Mix and the 4Ps of Marketing

Learning outcomes.

By the end of this section, you will be able to:

• 1 Define and describe the marketing mix.
• 2 List and explain the 4Ps of marketing.

Marketing Mix Defined

Having a great product or service is just the first step in establishing a successful business or building a successful brand. The best product or service in the world won’t translate to profits unless people know about it. How do you reach customers and help them connect with your product? That’s the role of the marketing mix.

The marketing mix is commonly referred to as the tactics a company can use to promote its products or services in the market in order to influence consumers to buy. The marketing mix is also known as the 4Ps: product, price, place, and promotion (see Figure 1.4 ). Let’s look more closely.

• The product is the good or service that the company provides.
• The price is what the consumer pays in exchange for the product.
• The place is where the product is purchased.
• Promotion is comprised of advertising, sales, and other communication efforts the company utilizes to attract the customer.

The 4Ps of Marketing

To this point, we’ve been talking marketing in somewhat of an abstract manner. Instead of continuing with a theoretical discussion of the marketing mix and the 4Ps of marketing, we’re going to approach these topics using an example of a product you probably already own—a backpack. Let’s get started.

Remember: product refers to a good or service that a company offers to its customers. Let’s consider a product that many of you likely own as a college student: a backpack (see Figure 1.5 ).

In terms of the first of the 4Ps, marketing analyzes the needs of consumers who buy backpacks and decides if they want more and/or different bags. For example, marketing will analyze what features consumers want in the bag. Do they want a water bottle pocket, padded shoulder straps, reflective tape, a padded laptop sleeve, or organizer pockets? Think about your own bag for a moment: Why did you buy this particular product? What features did it have that made it appealing to you?

Armed with market research knowledge, marketing then attempts to predict what types of backpacks different consumers will want and which of these consumers they will try to satisfy. For example, are you selling bags to adults for their children’s use? Are you selling them to young adults who might want more (or different) graphics on the bag? Are you selling to adults who will use these bags for work or for school?

Marketing will then estimate how many of these consumers will purchase backpacks over the next several years and how many bags they’ll likely purchase. Marketing will also estimate how many competitors will be producing backpacks, how many they’ll produce, and what types.

Price is the amount consumers pay for a product or service. There’s a delicate balance here. On one hand, marketers must link the price to the product’s real or perceived benefits while at the same time taking into consideration factors like production costs, seasonal and distributor discounts, and pricing product lines and different models within the line.

Marketers attempt to estimate how much consumers are willing to pay for the backpack and—perhaps more importantly—if the company can make a profit selling at that price. Pricing products or services can be both an art and a science. In the case of our backpack example, the company wants to determine two things:

• What’s the minimum price that the company can charge for the backpack and still make a profit?
• What’s the maximum price that the company can charge for the backpack without losing customers?

The “correct” answer usually lies somewhere in between those points on the price continuum.

Promotion includes advertising, public relations, and many other promotional strategies, including television and print advertisements, internet and social media advertising, and trade shows. A company’s promotional efforts must increase awareness of the product and articulate the reasons why customers should purchase their product. Remember: the goal of any promotional activity is to reach the “right” consumers at the right time and the right place.

In terms of our backpack example, marketing now needs to decide which kinds of promotional strategies should be used to tell potential customers about the company’s backpacks. For instance, should you use TV advertisements to make customers aware of the backpack? If so, you’ll want to run your commercials during programs that your target audience watches. For example, if you’re selling backpacks to children (or trying to entice them to badger their parents to purchase them), children’s cartoons may be the most cost-effective avenue to reach your target market. If your backpacks are designed for work or school, you’ll likely decide to advertise on television programs that target younger adults.

Link to Learning

Netflix, jansport, and stranger things.

A real-world promotional example is the recent brand partnership between Netflix and JanSport , the backpack company. These two companies collaborated on a Stranger Things –branded backpack with the launch of the fourth season of Stranger Things in 2022. This collaboration created five Hawkins-inspired backpacks centered on various Stranger Things themes. Read more about this promotion and see the backpacks here .

Perhaps you’ll decide to run magazine print ads. If so, you’ll need to decide in which magazines you’ll place the ads. Most magazines have a very specific readership demographic consisting of factors such as age, gender, and interests. If you’re going to advertise those backpacks with print ads, you’ll want to leverage readership demographics to ensure that your message is being seen by the right consumers—those who are most likely to buy your backpacks. 18

What about internet advertising? Internet advertising (sometimes known as online advertising or digital advertising) is a promotional strategy in which the company utilizes the internet as a medium to deliver its marketing messages. If you’re going to go the digital route, what types of internet advertising will you use? Search engine marketing? Email marketing? Social media ads? TikTok videos?

Place considerations focus on how and where to deliver the product to the consumer most likely to buy it. Where did you buy your backpack? Did you buy it in a big box store, online, in an office products store, or perhaps even the school bookstore? Once again, through market research, marketers determine where potential customers will be and how to get the company’s backpacks to them.

One important factor to note about the importance of place in the marketing mix is that it doesn’t refer to the location of the company itself but rather to the location of the customers or potential customers. Place deals with strategies the marketer can employ to get those backpacks from their present location—a warehouse, for example—to the location of the customers.

Knowledge Check

It’s time to check your knowledge on the concepts presented in this section. Refer to the Answer Key at the end of the book for feedback.

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• Authors: Dr. Maria Gomez Albrecht, Dr. Mark Green, Linda Hoffman
• Publisher/website: OpenStax
• Book title: Principles of Marketing
• Publication date: Jan 25, 2023
• Location: Houston, Texas
• Book URL: https://openstax.org/books/principles-marketing/pages/1-unit-introduction
• Section URL: https://openstax.org/books/principles-marketing/pages/1-2-the-marketing-mix-and-the-4ps-of-marketing

© Jan 9, 2024 OpenStax. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution License . The OpenStax name, OpenStax logo, OpenStax book covers, OpenStax CNX name, and OpenStax CNX logo are not subject to the Creative Commons license and may not be reproduced without the prior and express written consent of Rice University.