The 4 Ps of Marketing. Connecting the dots… USP - what differentiates our product or service STP - defining our potential customers and positioning our.

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Presentation transcript:

The 4 Ps of Marketing

Connecting the dots… USP - what differentiates our product or service STP - defining our potential customers and positioning our product 4Ps—which of the 4Ps offer a true competitive advantage? Marketing strategy evolves from: defining STP  USP  4Ps and redefining STP  USP  4Ps

Product Brand name Function Design Packaging Accessories Customer Support CARDBOARD BICYCLE—strong, durable, cheap BLOG on Cardboard BikeBLOG on Cardboard Bike VIDEO on Cardboard BikeVIDEO on Cardboard Bike

Product CARDBOARD BICYCLE—strong, durable, cheap BLOG on Cardboard BikeBLOG on Cardboard Bike VIDEO on Cardboard Bike5:03VIDEO on Cardboard Bike

Price Strategy—lower price to get foothold in the market? higher price to denote quality? Discounts for volume or wholesale Discounts for cash or early payment Financing Flexibility Bundling with other products

Price SUBWAY $5 Footlong

Place Distribution Warehousing Inventory Management Inclusive, exclusive, or selective distribution Order Processing Transport Mobile Fashion

Place + Promotion (Twitter) KOGI VIDEO Korean Barbecue from a truck!KOGI VIDEO Korean Barbecue from a truck! Newsweek.com video to 1:20

Promotion Online strategies (twitter, facebook, youtube) Advertising (magazine, TV) Public Relations Trade Shows Sales Force

Promotion Orabush Tongue Cleaner - Prevention against bad breath (ads went viral) to 1:10