1. 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.
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3. 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,…

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

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

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

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

8. 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.