The 4 Ps

Product Price

Place
Promotion (Marketing, FETAC Level 5, 2012, C. Nash)

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The 4 Ps support positioning

Product

Promotion

Price

Place

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Product
Stands out
Unique

Features Design
(Marketing, FETAC Level 5, 2012, C. Nash)

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Price
Internal Factors
Fixed Costs

Buildings, staff.

Variable Costs

VAT
(Marketing, FETAC Level 5, 2012, C. Nash)

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Price
External Factors
The market and demand Consumer Perceptions of Price and Value Competitors Costs, Prices and Offers Resellers Prices Government tax, laws and regulations
(Marketing, FETAC Level 5, 2012, C. Nash)

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Price
Competitive
Reasonable

Affordable for your target market

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Product Mix Pricing Strategies

Product Line Pricing
Captive Product Pricing Blade for a razor Product Bundle Pricing Season tickets etc Price Adjustment Strategies For different situations and customers Discount and Allowance Pricing Cash or quantity discounts (Marketing, FETAC Level 5, 2012, C. Nash)
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Place
Sell the product in a suitable location Supermarket Mail Order Catalogue Online Door to door Business to business (B2B) Business to consumer (B2C)

(Marketing, FETAC Level 5, 2012, C. Nash)

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Place
Low end Budget or cheap Middle of the market For everybody High end Luxury or exclusive (Marketing, FETAC Level 5, 2012, C. Nash)

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Promotion
Sales Promotion Incentives to buy the product Sales Promotional Opportunities and Limitations Increase sales If excessive can harm a brand (Marketing, FETAC Level 5, 2012, C. Nash)

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Sales Promotions Methods

Coupons Demonstrations Loyalty Cards Point of Sales materials

Free samples
Consumer competitions SMS Telemarketing Direct Mail(Marketing, FETAC Level 5, 2012, C.
Nash)

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Sales Promotions Methods

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Marketing Mix
The four Ps of the Marketing Mix aid in positioning the product in the market.

Thank you.

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