The 4 Ps of marketing…
You’ve probably heard about them from a friend, a textbook, or even at school.
I know it sounds like a boring topic that’s common sense, but there is more to it than meets the eye.
And no, it’s not just for large companies… the smaller you are, the more important for you it is to leverage the 4 Ps.
So before we dive into it, let’s first break down what they are…
What are the 4 Ps of marketing?
The 4 Ps of marketing is a famous concept that summarizes the 4 basic pillars of any marketing strategy: product, price, place, and promotion.
It sounds simple and it really is (the harder part is implementing it, which we will get into later).
The idea behind the theory is that if you implement them, you will generate more sales. But sadly nothing is that easy. :/
The origin of the concept, also known as marketing mix, goes back to 1960 when McCarthy introduced it in his book Basic Marketing: A Managerial Approach.
I know that’s ages ago, but it is just as valid today.
Let’s dive into each P…
The product is what the company sells.
It might be a product like a soft drink in the beverage industry or dresses in a clothing store. Or these days it may even be software like Ubersuggest.
It could also be services, such as consulting or a paid speaking gig or even a therapy session.
In short, the product is everything that is made available to the consumer.
In the 4 Ps strategy, defining this…