 The 4Ps of the marketing mix was

introduced by E. Jerome McCarthy in

1960.
 4Ps refers to product, price, placement,
and promotion.
 These served as tool for marketers to
determine how to develop and sell their
products effectively.
 However, with the advent of globalization
and Digital Age, the effectiveness of the
4Ps is being questioned.
 In2009, Brian Fetherstonhaugh of
Ogilvy and Mather, a well-known
marketing agency introduced the 4Es
as a way of updating the 4Ps.

 4Es refers to experience,

everyplace, exchange, and
evangelism.
 Product to Experience

PRODUCTS EXPERIENCE

• highly concerned with • overall experience or

solely with the the “customer
product’s unique journey”.
features and benefits
to customers.
• Marketers should be aware of the external
influences that drive the customers to buy a
product.
 PLACE EVERYPLACE
• used to be placed • think of interactive and
strategically in convenient alternatives to
engage customers.
locations where they
• Products need to be
can be easily found. made available anytime
• Distribution channels and anywhere.
are also chosen • utilize other outlets to
carefully in order for communicate with other
the products to reach products and brands. (e.g.
customers at the websites and mobile
applications)
soonest time possible.
 PRICE EXCHANGE
• used to solely consider the • not only focus on the
price of their products price but also the
when selling. overall value that the
• focus on keeping the product can provide
prices of products low so • Customers must be
that customers are enticed guaranteed that
to buy them. sufficient amount of
• To do this, they would effort, detail, and
bargain with suppliers to quality comes with
purchase raw materials at purchasing the product.
a lower price, thus making
the final selling cost lower.
 PROMOTION EVANGELISM
• Highlight certain • Extend the promotion of a
features or benefits product to evangelism
that one gain from • Associate products with a
mission or an ideal
using it • This can provide
inspiration to the
customers in one way or
another, and further entice
customers to purchase a
certain product.
 Products are tangible objects that a company
sells to customers for their use or consumption.
 These products are expected to satisfy
customer’s needs and wants.
 This includes the goods bought in the
supermarkets such as fruits, vegetables, and
cooking essentials; equipment such as
machines and raw materials such as textiles and
metals.
 Customers include both consumers and
business buyers.
 Services are sold by a company to a set of
consumers, tends to be intangible and directly
delivered to the customers by a company’s
employees.
 Delivery services may also involve the use of
products.
 Example are repairs and legal consultations.
 These services and products contribute to the
customer’s overall experience with a company.
When a company delivers high quality services
and products, it will most likely ensure a favorable
experience for the customer.
 In turn, this can lead to a continued patronage of the
company by the customer.
 The sales of the company’s product and services may
also increase, thus strengthening its position in the
market.
LEVEL OF A PRODUCT
 Core Products refers to the benefit that a customer
can gain from using a product. It can be considered as
a main reason for purchasing a product.
 For example, as its core, a laptop is portable
computer or device that can be used for office needs
and communication. This is the main benefit of using a
laptop, and will be the main motivation for a customer
to purchase one.
 Actual Product corresponds to the tangible
characteristics of the product, including its
features and packaging.
 For a laptop, customers may look into its technical
specifications such as its memory capacity and
processing power.
 Another characteristic is the product’s brand
name. Customers tend to associate certain brands
with high and low product quality.
 With this, marketers are expected to ensure that
their products have high quality in order to protect
their image of their brands.
 Augmented Product refers to the service-based
adds-ons that customers are entitled upon
purchasing the product.
 For instance, customers who purchase laptops are
entitled to warranty provision; free operating
system that comes with the product; and in some
cases replacement period for the laptop’s parts.
 Consumer goods are products and services
purchased by customers for their own use, and
are thus frequently purchased.
 Example are detergent products, condiments, and
food; Services such as haircuts, airline flights, and
memorial plans.
 Consumer goods can be highly specialized to a
particular type of company, such as jewelry and
signature clothes.
 Industrial goods are purchased by
businesses and are used in the creation of
a new product which shall be eventually
sold to others.
 Includes capital goods such as heavy
equipment and raw materials which are
further processed or modified in order to
become a new product.
 Example of raw materials are metals,
minerals, fruits, and vegetables.
 A process that involves the
conceptualization and creation of
innovative products that will catch the
attention of customers and ensure their
loyalty.
 This requires extensive research and labor
on the part of the company.
1. Idea generation
 The company searches for and surveys new ideas
to be used in developing a product. This can
involve the company’s sales executive teams to
generate ideas based on market trend research.
 Scientists can also can also contribute to the
generation of idea.
Ex: The adhesive used for 3M Post-its were first
discovered in 1968 by Spencer Silver. However, the
actual product was only developed after Art Fry, a
fellow scientist of Silver, further discovered its
potential. The 3M Post-it notes were officially
introduced to the market in 1980, and have become
well-known ever since.
2. Idea Screening
The stage when the ideas generated by the
company’s sales and science experts are carefully
scrutinized to retain only those ideas which have the
potential for a successful sales performance,
eliminate those who fail.
3. Concept Development and screening
Once an idea for a new product is developed as a
concept. It is assumed at this state that the product
has at least a hypothetically high chance of
succeeding in the market. The concept is expanded
and tested with a group of customers. Their
feedback then serves as the basis for enhancing the
concept for the product.
4. Market and business planning
The next step is to plan how it will be marketed. The
target market is concretely identified and
characterized and the profit objectives are planned.
The price, placement, and promotion will be also
identified.
 Finally, the sales projections are made, as well as
the costs and profit estimates from the product.

5. Product Development
 The concept is developed into a product
prototype.
 This stage involves efforts for both marketing and
research departments of companies.
 It may take months or years to create a product
prototype and ensure that it will pass both
technical and commercial standards.
6. Test Marketing
 Once a product prototype is developed, its
marketability is tested with a particular group of
customers in a specific location.
 The reactions of customers towards the product
are then gathered and analyzed. In turn, this will
help address any problem concerning the
marketability of the product before it is officially
introduced to potential customers.
7. Commercialism
 After a product prototype has been tested, the
company/firm will make its final decision on
launching the product.
 It can be soft launch or a full scale launch.
Soft-launch – the product will be tested with a
limited number of customers. Aside from the
marketability of the product, the usability and
features is also being tested
 Involves one/two components of the 4Ps in the
marketing mix.
 Involves price discounts and lower-budget
promotion schemes, like the use of flyers and
brochures.
 After it, the responses of the potential customers
will be analyzed.
 Commonly practiced among restaurants and food
business and food products.
Full scale launch – serves as the official launching
of the product. It involves extensive utilization of the
components of the 4Ps.
 The product is sold at its official price, and it is
marketed heavily through various means, such a
posters and advertisements on television and
online.
 example: MetroPlate had its soft launch in 2013
which focused on delivering food products to
customers. In this launch, they saw that customers
has insufficient time to contact for delivery.
MetroPlate then made a full-scale launch in 2014,
and has since focused on improving the quality of
its services and products for its customers.
 A group of similar products offered by the same
company under the same brand. The products in
the product line may differ in their sizes, variants,
or flavors. May also differ in their specific types,
but are all under the general class.
 Ex: Johnson
 Its product line is of baby products like baby lotion,
baby bath, and baby shampoo products. These all
correspond to different types of products, but are
all under one general class which is infant care.
 Marketing a product line attracts more customers
as they have varying preferences and needs.
 Marketers must monitor the performance of each
product in the product line.
 Unprofitable ones are eventually dropped from the
line to avoid losses and to protect the image of the
product’s brand.
Product Life Cycle
 The period of time that a product is introduced,
sold and eventually removed from the market.
 It is composed of four stages: Introduction, growth,
maturity and decline.
Introduction
 the stage when a product is launched in the
market.
 Marketers are expected to find ways to launch
products in the best way possible, without
incurring large cost.
Growth
 The stage when the product gains acceptance in
the market, and the profits for the firm or company
start to increase.
Maturity
 At this stage, the product has been in the market
for a very long period and competition has
increased.
 They then improve the features of the products or
even cutting down their price.
Decline
 The stage when the profits and sales continue to
decrease.
 The product will be dropped, in order to avoid
incurring huge cost and low profits.
Example
Introduction
• The Apple II was introduced in 1977 at the Wet
Coast Computer Faire, in San Francisco, USA.
This was the first event where personal computers
were shown to the general public. The Apple II
was also marketed through advertisements.
During that time, one of the selling points of the
Apple II was its color monitor and graphics
features. It was one of the first computers that had
such features and was available to ordinary
consumers.
Growth
• The Apple II later experienced in a surge in sales
with the introduction of the VisiCalc in 1979. The
VisiCalc was the first ever computer spreadsheet
program, and it was only compatible with Apple II.
This convinced more customers to purchase Apple
II units. By September 1980, 130,000 Apple II
units have already been sold. During that time, the
Apple II also faced competition from products such
as TRS-80 from Tandy Corporation and the
Commodore PET from Commodore International.
Maturity
 The Apple II eventually faced its toughest
competition with the introduction of the IBM
Personal Computer in 1981. Sales of Apple I and
other Apple products started to decrease as more
consumers started to take interest in the IBM
Personal Computer. In order to improve the sales
performance of the company, Apple introduced
more advanced but less expensive version of the
Apple II.
Decline
 As the IBM Personal Computer became
leading competitor in the market, the sales
for the Apple II continued to steadily
decrease. Eventually, the production of
Apple II units was discontinued and Apple
began to develop and market a new
computer product known as Macintosh.
 Selecting and training employees
 Associating effective customer service with
employee motivation. Training must be done in
an environment that inspires employees and
satisfies needs.
 Delivering high quality service. When
employees are satisfied, aware of the company’s
objectives, and knowledgeable about the needs of
customers, they will most likely to provide high
quality services.
Building a strong and loyal customer base
 When customers are satisfied with a service, they
will most likely to recommend it to other people.
 Eventually, the popularity of the service will
increase.
 As long as the company and its employees
maintain the high quality of their service, they can
build a loyal customer base that will continually
patronize their services.