1. Product Price
Place Promotion
Marketing Mix (4p’s)
Slide 1
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The marketing mix principles are controllable variables
which have to be carefully managed and must meet the
needs of the defined target group. All elements of the mix are
Linked and must support each other.

2. Marketing Mix (4p’s)
Slide 2 Product
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Product Decisions
Branding Quality Features
We must remember that Marketing is fundamentally about providing the correct bundle of
benefits to the end user, hence the saying ‘Marketing is not about providing products or
services it is essentially about providing changing benefits to the changing needs and
demands of the customer’ (P.Tailor 7/00)
Benefits offered

3. Marketing Mix (4p’s)
Slide 3 Pricing
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Pricing Strategies
Penetration
Skimming
Competition
Product Line
Bundle
Psychological
Pricing is the only mix which generates a turnover
for the organisation. The remaining 3p’s are the
variable cost for the organisation. It costs to
produce and design a product, it costs to distribute
a product and costs to promote it. Price must
support these elements of the mix. Pricing is
difficult and must reflect supply and demand
relationship.

4. Marketing Mix (4p’s)
Slide 4 Promotion
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Promotional Mix
Advertising
Public
Relations
Sales
Promotion
Personal
Selling
Direct
Mail
Internet/
E-commerce
A successful product or service means nothing
unless the benefit of such a service can be
communicated clearly to the target market. An
organisations promotional mix can consist of:

5. Marketing Mix (4p’s)
Slide 5 Place
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Manufacturer
Consumer
Manufacturer
Retailer
Consumer
Direct Distribution Indirect Distribution

6. Marketing Mix (4p’s)
Slide 5 Place
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Manufacturer
Consumer
Manufacturer
Retailer
Consumer
Direct Distribution Indirect Distribution