This document discusses the key elements of an effective marketing mix: product, price, place, and promotion. It explains that these four elements, known as the 4Ps, need to work together as an integrated unit to support a company's marketing strategy. Each element of the marketing mix is then defined: product is designed to meet customer needs and wants; price is set based on factors like competition and production costs; promotion includes advertising and sales tactics; and place refers to distribution channels. Examples are provided for each element to illustrate how different companies have implemented successful marketing mixes.

2.  Building a successful Marketing Mix: the
importance of managing a brand through the
key variables that make up the mix: Product,
Price, Promotion and Place
 The need for an integrated Marketing Mix

3.  To effectively market a product or service
there are four things you need to get right:
Product, Price, Place and Promotion.
These four elements are known as the
marketing mix or the 4Ps. The four elements
should be viewed as one unit and structured
to support each other; Otherwise a firm's
marketing strategy will be confusing and
uncoordinated.
 A New Look at the 4Ps of Marketing

4.  Product: designed to meet a market need or
want
 Well-run firms try hard to keep in close touch
with their customers to find out what they
want.
 The Sun: The first newspaper to realise that people prefer
news that is fun rather than serious
 Primark: Realising the opportunity for up-to-date but
affordable fashion.
 Cadbury Crème Egg: Luxury Easter item

5.  Who is the product aimed at ?
 What benefit will customers expect
from it ?
 What will be its advantage over
competitor products? Or its unique
selling point?
 How does the firm plan to position the
product within the market?

6.  Price: factors influencing price-setting to include:
competition, differentiation, target image and
production cost.
◦ Price makers – Strong brand name and a good produce,
they can set their own price.
◦ Price takers – The producer is a follower. They follow the
lead price.
Strong brands are price leaders; weaker brands are price
takers.
Ford Focus
£12,000
Lexus 430
£55,000

7.  Promotion, including advertising and sales
promotion; understanding the time-scales,
eg BOGOF is v short-term
 Top 10 Marketing Failures: Coke, Ford,
Netflix

8.  Place; the difficulties of achieving retail
distribution; the role of the internet

10.  Print a map from google maps of where you live.
One the same map zoom out as far as you need to
include the closest shops/businesses . Highlight
where you live and where the shops are.
 Describe the area you live in:
◦ House size
◦ Reputation of local schools
◦ Proximity to open spaces, e.g. parks
 Describe the shops/business you have found on
your map.
 Do they have anything in common?

11.  Product:
Glossy, expensive-to-produce,
Targeting 24year old women
who like fashion and celebrities
 Price:
£1.30 launch compared with main
rival ‘Grazia’ £1.80.
other top-sellers include:
 OK!: £2.00
 Hello: £1.85
 Heat: £1.65
 Now: £1.10
 Promotion:
TV advertising, plus a huge
program of giveaways
(1.2million copies given away)
 Place:
Standard distribution
(newspapers, supermarkets, sweet
shops) They paid WH Smith to
have it near the cash desk

12.  A-Z GCSE Worksheets:
Building the Marketing Mix
 EXTENSION QUESTIONS:
 Apple’s Cash Machine
 The Heelys Craze
 Flatpack Tractors
 Naked Pizza