1. Marketing Mix (4p’s) 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.

2. Marketing Mix (4p’s) Slide 2 Product Benefits offered
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)

3. Marketing Mix (4p’s) Slide 3 Pricing www.learnmarketing.net
Penetration
Skimming
Pricing Strategies
Competition
Product Line
Pricing is the only mix which generates a turnover for the organisation. The remaining 3p’s 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

4. Marketing Mix (4p’s) Slide 4 Promotion www.learnmarketing.net
Advertising
Public
Relations
Promotional Mix
Sales
Promotion
Personal
Selling
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:
Direct
Mail
Internet/
E-commerce

5. Marketing Mix (4p’s) Slide 5 Place www.learnmarketing.net
Direct Distribution
Indirect Distribution
Manufacturer
Manufacturer
Retailer
Consumer
Consumer