Marketing is about advertising the right product in the right location at the right moment, at a reasonable cost. Sounds easy! Isn't it? You have to produce products that people are ready to pay for, display them where people frequently visit, and price them at an affordable amount. Provide quality products that people want to purchase. To accomplish this, however, a great deal of effort must be put into determining what clients want and where they purchase. Then you must find out how to manufacture the product at a cost that offers value to them. You need to consider all these points to be successful with your product. However, if even one of the marketing mix elements is incorrect, the result might be disastrous for your product. For example, you may be marketing a car with incredible fuel efficiency in a place where gasoline is relatively cheap or offering a product at a cost that is very high or too less to attract visitors. The marketing mix and the 4Ps are excellent instruments for avoiding such blunders.
Did you know?
The marketing mix is very critical to the growth of the business. Slack reached ₹301.5 Crores in revenue through a thorough marketing mix and a clear marketing strategy.
The marketing mix is the combination of critical characteristics that marketers may use deliberately to impact a buyer's choice to purchase their services or products. Rather than focusing on a particular message, good marketing emphasises numerous topics. It enables you to reach out to a larger crowd and devise successful tactics, which is extremely advantageous for impacting client purchasing decisions when introducing new goods and services or improving old ones. In the following section, we will look at what the 4Ps of marketing are and which is an important component of the marketing mix.
What are the 4Ps of Marketing?
The marketing mix is made up of the four Ps of marketing. They are products, pricing, place, and promotions. E. Jerome McCarthy initially proposed them in his book Basic Marketing: A Managerial Approach. The 4Ps of marketing creates a clear foundation for a successful launching and marketing strategy for your products.
The first P among the four Ps is a product, and that's something you can market. It will either be tangible or intangible services/products that are particularly created to meet the consumer's requirements, wants, and goals. Your product should have a unique selling point that distinguishes it from competitors and creates a strong relationship with your target market. The questions given below will give you a thorough grasp of the various Product elements and assist you in choosing what you can give to your clients:
- What criteria will persuade people to buy your goods rather than your rivals? For instance, is it nicely packed, is it an affordably priced product on the marketplace, or does it project itself better than its competitors?
- What issue will your product address? For instance, are you enhancing current antivirus protection technology, or have you created a new malware recognition algorithm capable of detecting new forms of virus attacks?
- Is the customer encounter a product comparable to what you've promised? For instance, a TV commercial claims that your firm's laundry machine uses only 10 grams of washing detergent to clean ten loads of laundry. Is that advantage being provided to the consumer? If not, what's the disparity between the advertised and real benefit?
The second element of the 4Ps is price, which relates to what the buyer must spend to obtain your goods. There will always be a battle between the seller's desired price and the purchaser's desired price. The product's real pricing is always a tradeoff between the 2 variables. The basic rule of costing is to locate the perfect spot where both the vendor and the customer are happy. However, it'd be preferable if you knew a few details regarding the Pricing element of your product.
You may sell more products if your price is less, but your earnings will suffer. On the other hand, if your price is a bit high, you can sell fewer items, but your earnings will grow. Cost is an important consideration that also aids in brand image and the development of favourable consumer impressions. Note that if your products are inexpensive, your buyers may question their quality. Nevertheless, if the cost of your product is too expensive, they may reconsider acquiring your competitor's products. It is a fine margin you need to be always careful about.
To maintain the product pricing in line with your goals, take a moment to think carefully about the questions given below:
- How much does your product cost? This phase ensures that your sales price is always greater than your market rates to avoid losses.
- What is the level of interest in your goods among consumers? Remember that the bigger the want, the greater the cost you may command for your product.
- Do you work in a company that is charging larger markups for a product? The wedding business, for instance, is well-known for demanding premium products at all times.
- What are your rivals' product prices? Are they greater or lesser than yours?
It is important but not enough to have an outstanding product and sell that at a reasonable price. Promotion, the third P among the four Ps, is an important element in the marketing mix that includes communication strategies that tell your intended audience about your goods. The three parts of promotion are:
- The way in which advertising messages are conveyed to the intended audience.
- Determining the intended audience for the advertising messages.
- The medium via which the advertising message is sent to your audience.
These inquiries will assist you in evaluating the promotion element and developing stronger promotional plans for your products.
- What promotional message will you include? The content should promote the advantages that people will receive from using your goods and how this will assist them in resolving their difficulties.
- Would you want to communicate by text message, audio, or video clips?
- Which platform will you use to transmit your message: filled newspaper commercials, brief TV commercials, webinars, e-newsletters, or display ads?
- What season of the year will the advertisements appear? Keep in mind that seasonality and festivities have an impact on consumer spending.
The fourth element of the 4Ps is place, which relates to where customers may buy your products. It might be a physical store or an online website. Marketers must choose the ideal distribution platform in this phase to determine how quickly consumers will receive your items.
The questions raised will offer you a road map for the essential topics you must consider while choosing the place element.
- What platforms will customers use to locate the things you're selling?
- Which channel would you use for marketing your items - retail stores or internet retailers?
- How will you structure the distribution network – will you sell straight to customers, or will there be a middleman?
- Will you offer your items only through your firm's site or via third-party online markets like Amazon and eBay?
Note that comprehending the marketing mix conceptually is one thing, but putting it into action takes a different skill set. Consider the 4Ps of marketing concerning your issues for your products, client requirements, and market circumstances. Employ the marketing mix concepts to develop effective plans for your company and differentiate yourself from the competition.
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