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Product, Price, Placement and Promotion are the four factors of the Marketing mix


The four Ps are essential aspects that need careful consideration when marketing a product or service. They stand for product, price, place, and promotion.

Together, they make up the marketing mix. These elements include understanding what customers want, how well your product or service meets those wants, how it’s seen in the market, how it compares to competitors, and how your company interacts with customers.

Let’s dive a little bit deeper in every section of the 4 Ps in the Marketing Mix.

Creating a marketing campaign begins with a deep understanding of the product itself. Who is the target audience, and what problem does the product solve for them? What sets it apart from competitors? Sometimes, the product is so innovative that it’s a game-changer in its design or functionality, compelling consumers to want it as soon as they see it.

The role of a marketer is to define the product and its unique qualities and introduce it to consumers.

Defining the product is also crucial for its distribution. Marketers must comprehend the product’s life cycle, and business leaders should have a strategy for managing products at different stages of that cycle.

The type of product also influences its pricing, placement, and promotional strategies.

Some of the most successful products have been pioneers in their category. Take Apple, for instance, which was the first to introduce a touchscreen smartphone capable of music playback, internet browsing, and making phone calls.

Price is the sum that customers are ready to spend on a product. Marketers must align this price with both the actual value of the product and how customers perceive it. Additionally, they need to factor in supply costs, seasonal discounts, what competitors charge, and the retail markup.

Sometimes, business decision-makers may increase the price of a product to make it seem more luxurious or exclusive. Conversely, they might reduce the price to attract a larger customer base.

Marketers also have to decide when and if offering discounts makes sense. While discounts can bring in more customers, they can also create the impression that the product is now less desirable.

Place involves determining where the product should be accessible, whether in physical stores or online, and how it should be presented.

This decision is critical: For instance, makers of a luxury cosmetic product would prefer placement in upscale stores like Sephora and Neiman Marcus rather than discount retailers like Walmart or Family Dollar. Business leaders always aim to showcase their products to the audience most likely to make a purchase.

This entails selectively choosing stores and optimizing the product’s display.

Placement also extends to advertising the product through the appropriate media channels to capture the attention of the target audience.

It’s essential to make your product widely available to reach more customers. Ensuring it’s accessible in multiple locations and through various channels gives customers the convenience of purchasing it from their preferred places. This broad availability can help expand your customer base and increase sales.

The aim of promotion is to convey to consumers that they not only need the product but that it’s priced just right. Promotion includes advertising, public relations, and the comprehensive media plan for product introduction.

Marketers often integrate promotion with placement to connect with their core audience. In the digital era, the “place” and “promotion” aspects are just as vital online as they are offline. This pertains to where a product is featured on a company’s website or social media platforms, as well as the specific search criteria that trigger tailored advertisements for the product.

Effective promotion also involves creating a sense of urgency and relevance in the minds of consumers. Marketers strive to showcase not only the product’s unique features but also its value, making it a compelling choice in a crowded market. By carefully tailoring advertising, public relations, and digital strategies, businesses aim to strike a chord with their target audience, driving not only awareness but also a strong desire to make a purchase.

How we use 4Ps in our campaigns

Our team in Sharky Social have marketing proffesionals that use different strategies to achieve the best results for the customers!

When we start a new project, our team will target the product or service that the client is offering, will determine the best price based on a market research and where to sell in and promote the desired product or service. We strongly believe that the online media is the right place for every business to grow and shine!

Nowdays there is a lot of social platforms where business from around the world can promote themselves, and reach a lot of new clients from different countries and places!

Let our team of expirienced proffesionals help you increase your profit and increase your reach of customers! We are always there for you, Contact us!