The concept was created by Professor Jerome McCarthy and spread by Philip Kotler

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Only we are not here to present you with a fact that any person, on the Internet search engines , can answer without much effort.

In truth, the goal is a little more daring, but more relevant to our readers.

We want you to understand the concept behind these four words and the advertising database universe they are part of.

And of course, its immeasurable importance for a brand to establish itself and remain firm and strong in the market, even in the face of crises and insecurities.

Therefore, we are going to fill this article with clear examples and objective explanations to help you understand what the 4Ps of marketing are, separately and together, and how to use this tool to your advantage.

Check out also our complete guide on Marketing Mix and its applications in business !


First of all: what is Marketing?
English terms often catch us off guard, even those with considerable knowledge of the language.

Marketing comes from the word market, which can be translated as market, or “to market”, from the verb to market. The “-ing” is the suffix that can be used to present an action that is happening at this moment.

So, if we take this construction as a hook for the formation of the word, we have marketing as “the action of marketing now.”

However, as much as this definition may help to translate the word, this is just the tip of the iceberg when we think about what that action actually is.

Marketing is adding all the functions that make a product or service offered by a company, able to be purchased by the consumer.

And that is where the marketing mix, also known as the 4 P's of Marketing or Marketing Mix, comes into play.

Before we continue, I want to inform you that our complete Marketing guide has just come out of the oven, in which you will be able to learn in detail all the concepts related to the subject. Download it for free while you read this article!

What is the marketing mix or 4P's of marketing?
The marketing mix, also called the 4Ps of marketing , represents the four basic pillars of any marketing strategy: Product , Price , Place and Promotion . When the 4 are in balance, they tend to influence and win over the public.

But, except for the variations in nomenclature, the central core remains unchanged: the 4Ps of marketing are the basic pillars of any and all strategies.

In essence, what does it mean to be successful in business?

Sell.

But to do that, you need to build a brand . And this means much more than just opening a sales channel and displaying merchandise. You need to design and build your brand on more than one pillar.

Do you want a well-known example in Brazil?

Havaianas. A simple rubber sandal.

Just over 20 years ago, it was one of the simplest and cheapest, sold in markets and aimed at a public with low purchasing power.

Who has never heard that “Havaianas were bricklayer's flip-flops ”?

But in 1994, the company launched Havaianas TOP. Instead of the classic white soles and blue or black straps, the new line came in bright colors and had a slightly higher heel.

Following a long-awaited campaign with original and humorous advertising , they became an object of desire, even being more expensive than the old model.

The distribution also underwent a major change.

Colours, models and sizes were chosen according to the public in the area. They invested in a colourful and quality display, where the pair was placed, ready to be paraded on the feet of the clients.

The result was exponential growth , which even led the company to create an area specifically focused on foreign trade.

And today, the sandal continues to occupy the status of a typical Brazilian shoe, with various stores spread across the country.

What's more, around the world…

Now let's go back to our situation: it would not have been enough for Havaianas to simply create colorful sandals (Product) , with a new value table (Price), invest in a distribution and sales dynamic (Place) or make fun and colorful commercials (Promotion).

The success of this case is that it found the balance between these 4 sectors, working to strengthen the brand in front of a well-selected target audience.

And now that we can show and make understood how the set of the 4p's of marketing or marketing mix works, it is time to understand what the role of each of them is.

Come on?

1. P for Product
A company needs to offer something.

The Product here must also encompass services offered by a business.

But this is not the main focus of this pillar.

The Product serves as a way for your team to understand and define the attributes and characteristics of what is being offered. To help you gain insight into your product , answer the following questions:

What are the needs and/or desires that your product/service must satisfy for your customers?
What are the functions you need to develop to get them what they need?
How, when and where will the customer use it?
What does he look like physically?
What is your name?
What is the brand?
How does it differ from other products and services already on the market?
This is also the time to understand the life cycle of a product or service.

How does this behave in the market? To understand this, how about using the cycle of a tree in nature as a basis:

a seed is planted (introduction);
germinate (growth);
begins to produce leaves and branches, in addition to strengthening its roots (maturity);
and then it begins to shrink and eventually dies (decline).
Once you can visualize your product's life cycle, it will be easier for you to understand what your current situation is and, with that, be able to choose the best strategies for the future.

2. P for Price
The survival of a company is closely linked to this P.

Price is, in fact, the amount that will be charged for the solution you offer to your customers .

This pillar will indicate the future of your company , since it is through the circulation of money that it will be possible to pay employees, suppliers, make investments and get your well-deserved profit.

Some questions need to be answered:

What is the value of your product or service to the buyer?
What are the price ranges for products and services in each distribution area?
What is customer behavior in relation to price?
How much are you willing to pay for what you offer? What is the price limit?
Is there a need to create specific pricing actions for audience segments (legal entities, loyal customers)?
How does your price compare to the competition?
3. P for Plaza
Some people have doubts about this pillar. In truth, perhaps the name is not very clear.

In English, Plaza is Placement , which, in a free translation for our area, can be understood as Placement in the market.

The point is that this is the one responsible, specifically, for how the customer reaches you, your products and services.

In our Havaianas example, these are the distribution channels.

The questions to help you define the position in the best possible way are:

Where does your audience usually search for your products and services?
In the case of physical establishments (point of sale), what are the specific types?
In the case of virtual and online establishments, which ones ( e-commerce , catalog, social networks )?
How can your company access the best and most effective distribution channels?
These answers, along with the study of other pillars, will help you define where and how your company should be accessible to consumers.

Sometimes we think that this part is less complicated, mainly because of the ease of setting up a virtual store.

But it is necessary to understand that it is useless to have a nice window display if there is no public in front of it or, even worse, if that public is not the one that actually makes the purchases.

The Ultimate Guide to Content Creation for B2B Companies
4. P for Promotion
Promotion here is different from the idea of ​​clearance sales and deals we see in so many malls.

Promotion is actually about promoting your brand and solutions, getting your brand's marketing message in front of the right ears.

Transform your company from a mere unknown into a possible solution to a client's needs and desires.

When and where can you effectively deliver your marketing messages about your business to your target audience?
What are the best channels (TV, radio, internet, print) and public relations actions to present your solutions to your potential customers?
Is your market seasonal (Easter eggs, Christmas trees)? What, then, should be the calendar to take advantage of opportunities and increase sales and promotions? And
How does your competition promote their products and services? What influence do they have on your actions?
These are some of the questions that will help your team direct their efforts more effectively to ensure that they understand what you have to offer and consider it in their purchasing decision.

marketing mix
But why is the marketing mix so important?
For some, the 4Ps in the marketing mix may be just a list, something that can help, but is not so essential, precisely because they seem so obvious.

The marketing mix is ​​part of the system that guides a company in the right direction, as it helps define not only how to sell more, but also the ways to be more effective in winning and maintaining that clientele.

It's that age-old question: If everyone needs to drink water, why do some brands sell more than others?

Why are some more expensive? Why do people have a preference for a brand?

And the answer is closely related to the ability of each of them to make the public aware of their differences , of the reason for the construction of that value.

A bottle of water sold at a bottle shop may end up being perceived as a more valuable item than if it were on a shelf in a market.

Just as a bottle from a specific source, with unique mineral properties, ends up being a differentiated item and, therefore, more desirable for a portion of the public.

And the set of these Ps will be altered and adjusted to each of these situations so that the client and the companies can benefit.

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The new era of Marketing requires that the mix contains other Ps
Without a doubt, considering and recognizing the four elements of the marketing mix is ​​essential for your marketing strategy to be successful. There is no denying the importance of continually improving the marketing plan and actions. This need arises thanks to the constant changes that occur in the market. Thus, new market demands require new solutions, new concepts and considerations.

As it could not be otherwise, the increasingly demanding vision of marketing strategies needs to highlight more elements of the mix. In this way, it is possible to recognize 4 innovative marketing Ps: people, process, presence and productivity.

By adding these Ps to the marketing mix, we see that it is now necessary to consider 8 Ps. As a consequence, the methodology of the mix is ​​enlarged. Regarding this, it can be said that the method with the greatest number of components is the most used in our country and is extremely recognized internationally. It is even possible to see many universities teaching the 8Ps mix as a substitute for the old 4-element version.

Next, learn about the new 4 Ps and discover how including them in your marketing mix can help you improve your plan.

1. People
Understanding the consumer as a person with desires, expectations and needs is an important step to succeed in business. Communication needs to be optimized, so the relationship between the company and the customers must be close. This is achieved when the organization has detailed information about the customer, that is, knowing the consumer profile.

The main information that a company must have about its customers is sex, age and economic class. Apart from this data, other information can be collected that is relevant to the segment in which the company operates and to the product or service it offers to the public.

Trying to understand what is going on in the client's head, what questions they would ask if you were looking them in the eye, is essential to being able to formulate a good strategy.

Apart from that, it is important to consider the people within the company, that is, the internal clients. It is necessary for employees to know the core business of the company, the product. They must also be motivated, mainly for productivity reasons.

The fact that the company pays attention to the needs and expectations of its employees increases the likelihood that they will focus their efforts on trying to achieve business objectives.

Why should we think about meeting the needs of our employees?
It is important to emphasize that employees can be fantastic influencers for the brand. They can also improve the company's image and promote its products. These positive actions are undertaken when the employee feels like a member of the company, that is, part of a family that perceives him as a person and supports him in his personal and professional development.

2. Process
The process refers to the set of workflows, methodologies and work procedures used by the company.

Processes need to be constantly reviewed and aligned to the demands of the company, staff and consumers. On this last point, when talking about synchronizing processes with customer needs, it must be considered that an increase in sales requires an increase in production, and therefore new operational strategies.

Undoubtedly, changing processes according to customer needs leads to a better consumer perception and experience. As a result, the customer puts the brand in a prominent position in their mind.

3. Presence
Regarding presence, we can say that it is related to the client's perception of tangible elements of the company. Thus, the consumer can perceive the quality, characteristics and functionalities of collaborators, facilities, infrastructure, business cards, layout, etc. The observation of these components suggests that the consumer weighs the conclusions he reaches about the environment where the service is performed or the product is sold. In general terms, it is the way the company is seen.

Many people have doubts about how to approach this issue, mainly because its elements require a lot of attention. The ideal is to keep in mind what the physical evidence of the business is and from there start talking about the fundamental characteristics for the company to achieve its objectives in terms of marketing.

4. Productivity and quality: One of the 4 P's of marketing
Both elements are indispensable and recognized as basic for companies in various segments and sectors to improve their results. This importance is even more significant in the service sector. This is because the quality of service perceived by the customer is related to the employee's ability to offer what the consumer expects from the service.

Productivity refers to the achievement of best practices in the execution of the service with the aim of using resources coherently, reducing costs and optimizing the time of work teams.

Regarding the concept of quality within the 8Ps of marketing, it is the guarantee of delivering the product or service within the agreed conditions, preferably, according to expectations. These quality considerations help the company generate customer satisfaction.

When talking about digital marketing, the need to consider these 4 P's becomes more evident. Knowing the target audience, as well as the company's collaborators, is important for the marketing department to verify the best way to communicate with both.

On the other hand, this consideration favors the achievement of better results. Taking into account processes, physical evidence and productivity leads to greater objectivity in marketing actions.

Without a doubt, a more complete marketing mix is ​​a differentiator for any company.

And this consideration deserves to be embraced by those who act with digital marketing as well. It is worth spending a little more time on the development of the marketing mix and addressing those other 4Ps. In this way, the subsequent development of the marketing plan will be more complete and can be much more successful.

Final considerations
The fact is that none of the attempts to create tools and models to help manage a brand should be discarded.

Some people talk about the 4Ps in the marketing mix, others about the 8Ps, as we have just seen, to focus the public's attention and thus, each time captivate the clientele and make them understand the benefits and differentials of each brand.

In order to win this dispute, it is necessary to be constantly alert to changes in the environment that can influence customer decisions, be it an economic crisis, the entry of new competitors or even a paradigm shift in purchasing decisions.

Certainly, the company that does not study these variables will have to rely on luck to be able to respond to the dynamics of the market and will be forced to experience many more failures than victories.

Planning is a fundamental process and the 4Ps of marketing, regardless of the nomenclature you choose, make up a concept that is easy to access and understand, whether you are a sailor on your first voyage or a captain of the seas.