the 4 ps of marketing. connecting the dots… usp - what differentiates our product or service stp -...

The 4 Ps of Marketing

Connecting the dots…

USP - what differentiates our product or serviceSTP - defining our potential customers and positioning our product4Ps—which of the 4Ps offer a true competitive advantage?Marketing strategy evolves from:

defining STP USP 4Psand redefining STPUSP 4Ps

Product

Brand nameFunctionDesignPackagingAccessoriesCustomer Support

CARDBOARD BICYCLE—strong, durable, cheapBLOG on Cardboard Bike VIDEO on Cardboard Bike

Product

CARDBOARD BICYCLE—strong, durable, cheapBLOG on Cardboard Bike VIDEO on Cardboard Bike5:03

PriceStrategy—lower price to get foothold in the market? higher price to denote quality?

Discounts for volume or wholesaleDiscounts for cash or early paymentFinancingFlexibilityBundling with other products

Price

SUBWAY $5 Footlong

Place

DistributionWarehousingInventory ManagementInclusive, exclusive, or selective distributionOrder ProcessingTransport

Mobile Fashion

Place + Promotion (Twitter)

KOGI VIDEO Korean Barbecue from a truck! Newsweek.com video to 1:20

Promotion• Online strategies (twitter, facebook, youtube)• Advertising (magazine, TV)• Public Relations• Trade Shows• Sales Force

Promotion

Orabush Tongue Cleaner - Prevention against bad breath (ads went viral) to 1:10