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This file is part of the HCIA & Company Business Plan Toolkit.Copyright 2014, HCIA & Company. All Rights Reserved.

Marketing-Mix(The 4P’s of Marketing)

Hong Kong ● Singapore ● New York

The Behavioral Insight Team ™

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Marketing-Mix 4Ps Model

It is a decision making method in relation with the price, product, promotion and the distribution in the designing process of a product/service or a brand. The approach was based on the rule of the 4 Ps:• Product: the product/service policy�• Price: the price policy �• Place: the distribution/sales policy�• Promotion: communication policy, advertising,…�

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Product

• Quality; Size,�• Characteristics,�• Style; Brand,�• Conditioning,�• Guarantee, Assistance, …�

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Price

• Prices, Guarantee,�• Terms of payment,�• Financing,�• Price after-sales service,�• Discount, …�

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Place

• „Distribution network, Storage• „Delivery, Merchandising,• „Retailers and wholesalers• „After-sales service, Internet

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Promotion

• Advertising, Sponsorship,�• Sales force,�• Relay with the press, �• …�

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Golden Rules

• Preliminary = The procedure prior to the Marketing Mix is the external and internal diagnosis of the company. There will be a market segmentation that will allow the company to position itself in the market place and nurture its brand image.

• „ Approach = It is imperative to take into account the parameters of each variable to fulfill the targets.