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