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The 4 Ps Product
Price
Place
Promotion (Marketing, FETAC Level 5, 2012, C. Nash)
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The 4 Ps support positioning
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Product
Price
Place
Promotion
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ProductStands out
UniqueFeatures
Design
(Marketing, FETAC Level 5, 2012, C. Nash)
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Price
Internal Factors
Fixed Costs
Buildings, staff.
Variable Costs
VAT(Marketing, FETAC Level 5, 2012, C. Nash)
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Price External Factors
The market and demand
Consumer Perceptions of Price and Value
Competitors Costs, Prices and Offers
Resellers Prices
Government tax, laws and regulations(Marketing, FETAC Level 5, 2012, C. Nash)
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PriceCompetitive
ReasonableAffordable for your target market
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Product Mix Pricing
Strategies Product Line Pricing
Captive Product Pricing
Blade for a razor Product Bundle Pricing
Season tickets etc
Price Adjustment Strategies
For different situations and customers
Discount and Allowance Pricing
Cash or quantity discounts (Marketing, FETAC Level 5, 2012, C. Nash)
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PlaceSell the product in a suitable location
Supermarket
Mail Order Catalogue
Online
Door to door
Business to business (B2B)
Business to consumer (B2C) (Marketing, FETAC Level 5, 2012, C. Nash)
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Place Low end
Budget or cheap
Middle of the market For everybody
High end
Luxury or exclusive (Marketing, FETAC Level 5, 2012, C. Nash)
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Promotion Sales Promotion
Incentives to buy the product
Sales Promotional Opportunities and Limitations Increase sales
If excessive can harm a brand (Marketing, FETAC Level 5, 2012, C. Nash)
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Sales Promotions Methods Coupons
Demonstrations
Loyalty Cards
Point of Sales materials
Free samples
Consumer competitions
SMS
Telemarketing
Direct Mail(Marketing, FETAC Level 5, 2012, C.Nash)
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Sales Promotions Methods
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Marketing MixThe four Ps of the Marketing Mix aid in positioning the
product in the market.
Thank you.
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