The four Ps of marketing

The four Ps of marketing or the marketing mix are: Product, Price, Promotion and Place.


The product can either be tangible (good) or intangible (service), It is not limited to just the product but also installation and warranty. You must have a great understanding of what your product is, who and how it will be used by the target market.


What the customer have to give to receive your product. Product and brand perception wave heavily on this. Your pricing can also determine your target segment, Price is where accounts will step in and smash buttons on a calculator right?!


You know the product and the price now comes the promotion. Here you run campaigns and really lock onto your target market, this of course all relies on what the product is and its price.


Place refers to the channels in which you will use to make your product available to customers for purchase. Online, in stores, at markets and shows or B2B. This is the final piece in the 4 P’s and very much ties in with the P’s prior.