The Behavioral Insight Team Marketing-Mix (The 4P’s of Marketing) The Behavioral Insight Team ™ Hong Kong ● London ● New York This file is part of the HCIA & Company Business Plan Toolkit. Copyright 2014, HCIA & Company. All Rights Reserved.

Marketing-Mix 4Ps Model It is a decision making method in relation with the price, product, promotion and the distribution in the designing process of a product/service or a brand. The approach was based on the rule of the 4 Ps: „ Product: the product/service policy „ Price: the price policy „ Place: the distribution/sales policy „ Promotion: communication policy, advertising,…

Product „Quality; Size, „Characteristics, „Style; Brand, „Conditioning, „Guarantee, Assistance, …

Price „Prices, Guarantee, „Terms of payment, „Financing, „Price after-sales service, „Discount, …

Place „Distribution network, Storage „Delivery, Merchandising, „Retailers and wholesalers „After-sales service, Internet

Promotion „Advertising, Sponsorship, „Sales force, „Relay with the press, „…

Golden Rules Preliminary = The procedure prior to the Marketing Mix is the external and internal diagnosis of the company. There will be a market segmentation that will allow the company to position itself in the market place and nurture its brand image. „ Approach = It is imperative to take into account the parameters of each variable to fulfill the targets.