Getting the Right ‘Marketing Mix’

By admin | 30th September | Marketing Skills, Marketing Strategy, Marketing Training

The Marketing Mix (or the 4 Ps) is one of the most important marketing models, as it helps you look at different aspects of your business and ensure each one is working well.

This is what the model looks like:


PRODUCT, naturally, concerns your products and / or services.  Do you provide the products people are looking for and what problems do they solve?

PRICE, concerns your pricing structure and what you sell your products and services for.  This area of the marketing mix is also concerned with ‘market price’ – are you cheaper than your competitors, or more expensive?  How do you know what the market is willing to pay for your product?  Can you be sure you aren’t under (or over-) charging?

PLACE, is about distribution – having your products and services available in the right place, so customers can find them.  This also concerns delivery, logistics and timing.  Distribution strategies are considered in this section – could you increase your customer base through the use of agents, wholesalers or ecommerce?

PROMOTION, is the area of marketing most people think about when they hear the word ‘marketing’.  (It’s also the reason why so many companies say they are ‘marketing’ companies, but they never actually get involved in product development, pricing structures or distribution strategies.)  Promotion is all about telling your customer you (and your product or service) exist and selling the benefits to encourage them to buy.  This area of marketing can be really creative, but it’s only of equal importance to the other three parts of the model.

Take a look at your business – and your marketing plan.  Do you have strategies to improve each area, or are you focused on the ‘pretty’ bits and avoiding the sharp (or financial) end of marketing.

Tomorrow we’ll cover another three P’s – a development of the marketing mix which is specifically relevant to organisations who sell services.

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