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The 4 Ps Product

Price

Place

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

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The 4 Ps support positioning

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Product

Price

Place

Promotion

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ProductStands out

UniqueFeatures

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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PriceCompetitive

ReasonableAffordable 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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PlaceSell 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 MixThe four Ps of the Marketing Mix aid in positioning the

product in the market.

Thank you.

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