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Understanding the Marketing Mix 4P's

The document discusses marketing principles, specifically the marketing mix which is also known as the 4Ps of marketing: product, price, place, and promotion. It focuses on the product element, describing factors to consider like customer needs, benefits, features, and competitive advantages. It also discusses testing products with consumers. Additionally, it covers the differences and purposes of product packaging versus labeling, and important factors to consider for labeling like brand image, key features, regulations, and product placement.

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Aslimah M. Acoon
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24 views24 pages

Understanding the Marketing Mix 4P's

The document discusses marketing principles, specifically the marketing mix which is also known as the 4Ps of marketing: product, price, place, and promotion. It focuses on the product element, describing factors to consider like customer needs, benefits, features, and competitive advantages. It also discusses testing products with consumers. Additionally, it covers the differences and purposes of product packaging versus labeling, and important factors to consider for labeling like brand image, key features, regulations, and product placement.

Uploaded by

Aslimah M. Acoon
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Welcome to

PRINCIPLES OF MARKETING
Marketing
Principles
and
Strategies
Module 1 - Continuation
Marketing
Mix
Module 1 - Continuation
MARKETING
MIX
IS ALSO
KNOWN AS
THE 4P’S OF
MARKETING
4P’S OF MARKETING

PRODUCT PRICE PLACE PROMOTION


PRODUCT
In this category, we focus on the benefits
and features of the product. We should
also consider product interaction. Below
is a list of some considerations:

Who wants the product and why?


What needs does it satisfy? Does
it solve problems for the
consumer, or help them overcome
challenges?
PRODUCT
In this category, we focus on the benefits
and features of the product. We should
also consider product interaction. Below
is a list of some considerations:

Which of the product’s


features help it meet the
needs of the consumer?
PRODUCT
In this category, we focus on the
benefits and features of the product.
We should also consider product
interaction. Below is a list of some
considerations:

Does the product have a competitive


advantage? If so, what is it? A
competitive advantage is something
the product has that makes it stand
out from competitors’ goods. It
could be the price, quality, a
guarantee, or after-sales service.
PRODUCT
In this category, we focus on the
benefits and features of the product. We
should also consider product interaction.
Below is a list of some considerations:

Ask representative samples of


consumers to try out the product.
Take careful note of their feedback
regarding its pros and cons. Also, ask
them whether the product lacks
features. Ask them how it compares
to competing products.
PACKAGING
VS
LABELING
PACKAGING
The packaging serves to
contain and protect, and
sometimes, identify and
promote the product. A
product’s packaging is
different from its label.
PURPOSE OF
PACKAGING
It protects the
product en
route to the
customer
It makes
product storage
& display more
practical &
effective.
It preserves the
product for
further
customer use.
LABELING
Is a display information
about a product on its
container, packaging, or
on the product itself.
Factors must be
considered in
deciding on the
labeling of a
product:
Establish the image
or personality of the
product based on
the taste &
preferences of the
target market.
Determine the most
important features
of the product to the
target market.
Determine where
the products will be
sold & the
applicable
regulatory
requirements, if any.
Determine the
placement of the
product in relation
to other products,
particularly
competitors.
“Product labels
play a vital role in
a product’s
marketing.”
Labels are,
therefore, a
product’s
“Silent
Salesman”

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