Marketing
The 4Ps
Design your marketing mix.
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The 4Ps vs The 4Ps of marketing
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Marketing
The 4Ps of marketing
When launching a new product or service, you have to think carefully about a range of factors that will determine its attractiveness to consumers.
Read articleChoice logic
Use this when.
Use the framework to design or review a marketing mix.
Plan how to take a new product or service to market.
Extracted signals
Strengths, limits, and pitfalls.
The 4Ps
- Define the target customer first, then test whether all parts of the marketing mix support one coherent value proposition.
- Use the model as an integrated decision system. Define the segment and customer need, make an evidence based choice for each element, then test whether all choices reinforce the same positioning. It is particularly useful in two situations.
Watch for
- The B2B critique developed in 2013 is a useful warning: product led categories can obscure the customer’s solution, access, value and learning needs.
The 4Ps of marketing
- Base each choice on customer evidence, then test whether all four elements reinforce one segment, promise and position.
- Define the offer and target segment, gather evidence about their behaviour and work through each element. Then review the mix for internal consistency and test it with customers.
Watch for
- Do not let the checklist preserve assumptions from an old format or channel. Digital products and relationships may require a different mix, language or business model.
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Related templates.
Benefits Realization ReportBenefits Realization Report Purpose. Use this report to show which programme benefits were realised during a defined period, which expected benefits were delayed or missed, and which new benefits have emerged. Each entry should trace to the business case and benefits-realisation plan so decision-makers can distinguish delivered value from completed activity. Application. Benefits become meaningfulKnowledge Management PlanKnowledge Management Plan Purpose. Use this plan to connect programme participants with useful knowledge, subject-matter expertise and the information created across components. Effective knowledge management reduces reinvention and duplicate work, helps people find proven answers quickly and reserves scarce expert attention for problems that genuinely require new thinking. Application. Prepare thProcurement Management PlanProcurement Management Plan Purpose. Use this plan to decide what the programme should obtain externally and how each acquisition will move from need to an awarded agreement. It covers facilities, goods, materials and external resources, together with the sourcing, solicitation, evaluation and contractual methods appropriate to each requirement. Application. Prepare the plan early because procuremProgram Benefits Sustainment PlanProgram Benefits Sustainment Plan Purpose. Use this plan to maintain the conditions that allow programme benefits to continue accruing after transition. It turns the handover commitments in the benefits transition plan into enduring operational mechanisms, measures, responsibilities and responses. Application. Treat it as a living document. Customer demand, operating capacity, technology, regulati