Product

1
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.
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2
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)
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3
Marketing Mix (4ps) Slide 3 Pricing
Penetration
Skimming
Pricing Strategies
Competition
Product Line
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.
Bundle
Psychological
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4
Marketing Mix (4ps) Slide 4 Promotion
Advertising
Public Relations
Promotional Mix
Sales Promotion
Personal Selling
Direct Mail
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
Internet/ E-commerce
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5
Marketing Mix (4ps) Slide 5 Place
Indirect Distribution
Direct Distribution
Manufacturer
Manufacturer
Retailer
Consumer
Consumer
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