Product Price

Place Promotion

Marketing Mix (4p’s)

The marketing mix principles are controllable variableswhich have to be carefully managed and must meet the needs of the defined target group. All elements of the mix areLinked and must support each other.

Marketing Mix (4p’s) Product

Product Decisions

Branding Quality Features

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)

Benefits offered

Marketing Mix (4p’s) Pricing

Pricing Strategies

Penetration

Skimming

Competition

Product Line

Bundle

Psychological

Pricing is the only mix which generates a turnover for the organization. The remaining 3p’s are the variable cost for the organization. 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.

Marketing Mix (4p’s) Promotion

Promotional Mix

Advertising

Public Relations

Sales Promotion

Personal Selling

DirectMail

Internet/E-commerce

A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organizations promotional mix can consist of:

Marketing Mix (4p’s) Place

Manufacturer

Consumer

Manufacturer

Retailer

Consumer

Direct Distribution Indirect Distribution