This document introduces the 4Ps (Product, Price, Promotion, Place) and 4Cs (Consumer, Cost, Convenience, Communication) of marketing. It explains that the 4Ps support strengthening the market while the 4Cs help understand customers. Each of the 4Ps and 4Cs are then analyzed individually, discussing how they are studied and their role in marketing strategy. The document concludes that understanding these fundamentals allows for developing an effective marketing mix and moving on to segmentation in the marketing process.

1. Introduction to the 4p s
and 4cs of Marketing !
Presenting to Mr: Sajjad Mohsin
by
Faisal Iftikhar:
Waqar Nasir

2.  4 ps supports to make market stronger
 4 cs supports to understand customer
 Product, price, promotion, place
 consumer want, convenience, cost,
communication.

3. why we use 4 ps
 Enhance components of marketing mix
 To increase market share with new products
 Analyze pricing
 Promotions on growth and maturity stage of PLC
 Increasing distribution or some time distribution as
per feed backs.

4. why we use 4 cs

5. The 4 Ps & 4Cs
Marketing
Mix
Product
Price Promotion
Place
consumer
Want (solution)
Customer
Cost
Communication
Convenience

6. Study of 1st p & 1st c
 what is product’s market share.
 Is it satisfying customer’s need?
 Is it offering features comparatively
 Has the product effective name, attraction, etc

7. Study of 2nd p & 2nd c
• It refers that how much consumer pay
• How can price maximize profit of company
• How is price effecting profit and demand.
Pricing Models:
 Cost plus pricing ( Fix % age added in product’s cost )
 Value base pricing ( Price set as per customer perceived
value of product )

8. Study of 3rd p & 3rd c
 It involves spreading the word out of potential
customer.
 It includes print & media advertising.
 It also includes communication with customer in
form of direct selling or in form of feed back.
 It’s about communicate efficiently with prospective
buyers.

9. Study of 4th p & 4th c
 Its about generating distribution channels
 How to make distribution channels structure of
supply
 To instruct distributions where to sell product
 It includes
 Warehousing
 Shipping and sale points
 Distribution channels evaluation by knowing
customer’s reliability

10. Further steps of marketing
o After study these principles
o Combination of these principles forms marketing
mix.
o It is necessary to understand these fundamentals
to make strategies for Marketing mix.
o Now marketer is on stage of segmentation.