Marketing Mix (4p’s)

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.

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 Marketing Mix (4p’s)
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)

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 Marketing Mix (4p’s)
Slide 3 Pricing
Penetration

Skimming

Pricing Strategies Competition

Product Line
Pricing is the only mix which generates a turnover
for the organisation. The remaining 3p’s are the
variable cost for the organisation. It costs to
produce and design a product, it costs to distribute
Bundle
a product and costs to promote it. Price must
support these elements of the mix. Pricing is
difficult and must reflect supply and demand Psychological
relationship.

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 Marketing Mix (4p’s)
Slide 4 Promotion
Advertising

Public
Relations

Sales
Promotional Mix Promotion

Personal
Selling

A successful product or service means nothing Direct

unless the benefit of such a service can be Mail
communicated clearly to the target market. An
organisations promotional mix can consist of:
Internet/
E-commerce

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 Marketing Mix (4p’s)
Slide 5 Place

Direct Distribution Indirect Distribution

Manufacturer

Manufacturer

Retailer

Consumer
Consumer

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