The 4 Basic Marketing Strategies (4 P’s)

The product is essentially the star of the show; it's what your business is all about.

What do you sell?

It can be anything, ranging from diet smoothies, jewelry from your e-commerce store, or digital books that you wrote – as long as it is solving a problem that your customers have. It's not just about what you want to sell but understanding what your customers are looking for and creating something that perfectly fits the bill.

To successfully market your product, you need to go through product strategy.

Product strategy revolves around developing and delivering a product that meets the demands and desires of the target market. This involves defining your product's features, benefits, and overall value proposition.

You must consider factors like product design, quality, branding, and packaging to create a compelling offering.

Understanding the product life cycle is crucial in shaping your product strategy. Products typically go through stages like introduction, growth, maturity, and decline, so it should be common sense that you cannot use the same strategy for a single product all the time.

Strategies should differ at each stage, ranging from creating awareness during the introduction phase to sustaining market share during maturity.

Innovation is another key aspect of product strategy. Whether it's introducing new features, improving existing ones, or creating entirely new products, innovation will help your business stay competitive.

Differentiation is also critical – you must identify and communicate what sets your product apart from competitors.

One great example of a company with an innovative product strategy is Apple, which was the first company to sell a touchscreen smartphone that had functionalities outside of simply making phone calls and texting. They’re also a textbook example of why building a strong brand is an integral part of the product strategy.

A well-established brand not only attracts customers but also fosters loyalty. Consistent messaging, a unique brand identity, and positive customer experiences contribute to successful brand development.

How much do you charge and how does that impact how your customers see your business?

Price is the amount of money you charge customers for the previously discussed product or service. Finding the right price will drive up the most amount of sales and the most amount of profit for your business – if you know how. The price must also be related to the product’s real and perceived value.
​
​I talk a lot about pricing in my book called “No B.S Price Strategy”, because I understand that a lot of small businesses start off with some kind of fear and timidity towards pricing. If you’d like to avoid all the common pitfalls and learn how to discount without damage, then I recommend you avail my book by clicking on this link.
​
​Price strategies involve determining the appropriate price for the product or service. Your pricing decisions can be influenced by various factors including:

Beyond all of this, it is imperative that you find a balance between profitability and customer affordability.

Different pricing models exist, such as cost-plus pricing, value-based pricing, and competitive pricing. Each model has its advantages and drawbacks, and the choice of a pricing model will depend on various factors.

The cost-plus pricing model, also known as markup pricing, involves determining the cost of producing a product and adding a markup percentage to set the selling price – that markup covers both direct costs like materials and labor and indirect costs such as overheads and operational expenses.

I won’t show you the math equation, but I assure you that its simplicity is one of cost-plus pricing’s advantages. It gives you a guarantee that all costs are covered, however, it also ignores perceived customer value, which may lead to either overpricing or underpricing.

Value-based pricing, on the other hand, is the complete opposite because it focuses on the perceived value of a product to the customer. Instead of relying solely on production costs, this model also considers what customers are willing to pay based on the benefits and value they receive from the product.

One notable disadvantage of this model is that you are required to have a deep, deep understanding of your customer’s preferences, as it’ll be difficult to quantify perceived value otherwise. But once you master it you’ll see that this model allows for higher prices for premium or unique products, so long as you reflect your customer’s willingness to pay.

The competitive pricing model is something completely different. It depends on neither the production costs nor the perceived value, as it involves setting prices based on the prices charged by competitors. Businesses monitor the prices of similar products in the market and either match, undercut or position themselves as premium based on this information.

This is a model that takes market conditions completely into account and maintains competitiveness. That same competitiveness, however, may also lead to price wars. It also has the dangerous assumption that competitors have set optimal prices for their products, so if you’re planning on using this model then you best tread very carefully.

Businesses often combine elements of different pricing models based on their unique circumstances and objectives. Understanding the broader economic context and industry trends will help you make informed decisions that contribute to the long-term success of your business in the marketplace.

Additionally, using discounts and promotions strategically can impact your consumer’s behavior. You may employ tactics like seasonal discounts, bundle pricing, or limited-time offers to stimulate sales. However, it's crucial to ensure that pricing strategies align with the overall goals of your business.

All in all, you should understand that price elasticity is essential. Some products are more sensitive to price changes than others. You should always try to make informed decisions by analyzing how the demand for your product fluctuates in response to price changes.

Now, let's talk about the third P in the marketing mix, which is place. Imagine this as the logistical brain of your operation – it's all about where and how you get your fantastic product into the hands of your eager customers.

The place strategy involves making your product available to your target audience at the right time and place. This includes selecting appropriate distribution channels, such as direct sales, retail partnerships, or e-commerce.

Would it be better to sell your product from a physical, brick-and-mortar store? Or will you see more success on an e-commerce website?

You can also determine which place you want to display your product within the store, or even where you want to advertise your product – like on TV, social media, or landing pages. The ultimate goal is to ensure that your products are right there for the customers who are more likely to purchase them

For example: When was the last time you saw an advertisement for Jitterbug, a cellular phone made for the senior population?

If you happened to see it on a commercial on some daytime television channel, that’s the point. They know their audience is mostly retired and likely to be watching reruns of 1960s and 1970s television shows in the middle of the day. That’s exactly how you meet your customers where they are.

Efficient supply chain management is also crucial in implementing the place strategy. This involves managing the entire process from production to distribution to retail. An optimized supply chain reduces costs, minimizes lead times, and can improve overall customer satisfaction.

For businesses relying on retailers, building strong relationships is essential. In order to ensure the best quality for your business, you need to make sure that your relationships with your partners are as strong as your morning coffee. T

This means negotiating favorable terms, providing marketing support, and ensuring that retailers are knowledgeable about and enthusiastic about promoting the product.

In the modern landscape, having a strong online presence is especially integral to the place strategy. When delving into e-commerce, it is important that you have to make sure your website is completely user-friendly, and that you have a robust digital marketing strategy to back you up.

How do your customers find out about you? What strategies do you use? The answer to all these questions falls under the final P of marketing, which is promotion.

Promotion includes all the advertising and public relations that make the promotional strategy of your product. The goal of promotion is to show customers why they need your product, what problem your product will solve for them, and why they should hand over their money for it.

It essentially involves communicating the value of the product to the target audience. Integrated Marketing Communications (IMC) ensures a consistent and cohesive message across various channels.

There are a myriad of ways to promote your business today, and so many tools available to help you do it.

The key to reaching your audience is choosing the right method of promotion – and in the digital age, social media and content marketing play a significant role in promotion.

Engaging content, influencer partnerships, and community-building efforts on platforms like Instagram, Facebook, and Twitter can enhance brand visibility and create a loyal customer base for your business.

​If you’d like to learn some of the best strategies to use online then join us at Diamond, where you’ll gain access to Russell Brunson’s practical, state-of-the-art, Internet marketing examples in his “Online Marketing Blueprint” masterclass.

Advertising encompasses various mediums such as television, radio, print, and online platforms. Parallel to that, public relations plays a crucial role in shaping and maintaining the overall public perception of a brand. These efforts are geared towards fostering positive associations with your brand by establishing a favorable narrative and building credibility.

On top of all that, you can use sales promotions such as discounts, coupons, and contests, to create excitement and drive short-term sales. Hosting events, whether in-person or virtual, provides an opportunity for direct engagement with customers and reinforces brand messaging.

Measuring the effectiveness of promotional activities is crucial. This involves tracking key performance indicators (KPIs) such as reach, engagement, conversion rates, and return on investment (ROI). Analyzing data helps refine and optimize future promotional efforts.

The 4Ps of marketing – product, price, place, and promotion – provide a comprehensive framework for businesses to formulate effective marketing strategies.

They’re all simple concepts, in all honesty, so your real challenge will be implementing these 4 Ps all at once. By carefully addressing each of these elements, your business can create a cohesive and well-rounded approach to reaching and satisfying your target audience.

These strategies are interconnected, after all. Success will often hinge on finding the right balance between them. As the business landscape continues to evolve, adapting and refining these strategies in response to market changes and consumer behavior is essential for sustained success.

​For more timeless business principles and valuable marketing advice, our NO B.S Newsletter has got your back. Consider test-driving our newsletter now if you’re looking for monthly goldmines of marketing and business strategies that will help you reach exponential growth.