Marketing Mix (4ps)

Slide 1
Product

Price

Place

Promotion

The marketing mix principles are controllable variables

which have to be carefully managed and must meet the
needs of the defined target group. All elements of the mix are
Linked and must support each other.

www.learnmarketing.net

Marketing Mix (4ps)

Slide 2 Product
Product Decisions

Branding

Quality

Features

Benefits offered
We must remember that Marketing is fundamentally about providing the correct bundle of
benefits to the end user, hence the saying Marketing is not about providing products or
services it is essentially about providing changing benefits to the changing needs and
demands of the customer (P.Tailor 7/00)

www.learnmarketing.net

Marketing Mix (4ps)

Slide 3 Pricing
Penetration
Skimming

Pricing Strategies

Pricing is the only mix which generates a turnover

for the organisation. The remaining 3ps are the
variable cost for the organisation. It costs to
produce and design a product, it costs to distribute
a product and costs to promote it. Price must
support these elements of the mix. Pricing is
difficult and must reflect supply and demand
relationship.

www.learnmarketing.net

Competition
Product Line
Bundle
Psychological

Marketing Mix (4ps)

Slide 4 Promotion
Advertising
Public
Relations

Promotional Mix

Sales
Promotion
Personal
Selling

A successful product or service means nothing

unless the benefit of such a service can be
communicated clearly to the target market. An
organisations promotional mix can consist of:

www.learnmarketing.net

Direct
Mail
Internet/
E-commerce

Marketing Mix (4ps)

Slide 5 Place
Direct Distribution

Indirect Distribution
Manufacturer

Manufacturer
Retailer

Consumer
Consumer

www.learnmarketing.net