# 4 Ps of Marketing: What They Are and How to Use Them Successfully

Product, price, place, and promotion are the four Ps in a winning "marketing mix"

> **Definition**
>
> The four Ps of marketing are product, price, place, and promotion, which are essential elements for successfully marketing a product or service.

## What Are the 4 Ps of Marketing?

The four Ps of marketing describe the key decisions businesses make to bring a product to market: what they offer (product), what they charge (price), where it’s available (place), and how they promote it (promotion). The four Ps, sometimes referred to as a [marketing mix](https://www.investopedia.com/terms/m/marketing-mix.asp), form a framework businesses use to bring a product or service to market successfully. Developed in the 1950s, the 4 Ps formed the foundation of early marketing strategy. Since that time, marketers have expanded the mix to add three new Ps: people, process, and physical evidence, to better encompass modern marketing needs. 

### Key Takeaways

*   The four Ps are the four essential factors involved in marketing a product or service to the public.
*   The four Ps are product, price, place, and promotion.
*   The concept of the four Ps has been around since the 1950s. As the marketing industry has evolved, other Ps have been identified: people, process, and physical evidence.

![4 Ps of Marketing](https://www.investopedia.com/thmb/Pccy67e34uUhx2r459lNPccxkOk=/1500x0/filters:no_upscale():max_bytes(150000):strip_icc()/4PsofMarketing_final-2e3790b7b9074fbcb3b6104cfdf417b8.jpg)

*Businesses integrate the 4 Ps in order to develop a cohesive and solid marketing strategy. — Investopedia / Julie Bang*

## Understanding the 4 Ps of Marketing

Neil Borden, an advertising professor at Harvard, popularized the idea of the marketing mix—and the concepts that would later be known primarily as the four Ps—in the 1950s. His 1964 article "The Concept of the Marketing Mix" demonstrated the ways that companies could use advertising tactics to engage their consumers.

Decades later, the concepts that Borden popularized are still being used by companies to advertise their goods and services.

Borden's ideas were developed and refined over a number of years by other key players in the industry. E. Jerome McCarthy, a marketing professor at Michigan State University, refined the concepts in Borden's article and named them the "four Ps" of marketing. McCarthy co-wrote the book _Basic Marketing: A Managerial Approach_, further popularizing the idea.

At the time the concept was introduced, it helped companies breach the physical barriers that could hamper widespread product adoption. Today, the Internet has helped businesses to overcome some of these barriers.

People, process, and physical evidence are extensions of the original Four Ps and are relevant to current trends in marketing.

> **Tip**
>
> Any successful marketing strategy should be revisited from time to time. The marketing mix you create is not intended to be static. It needs to be adjusted and refined as your product grows and your customer base changes.

## 1\. Product

Creating a marketing campaign starts with an understanding of the product itself. Who needs it and why? What does it do that no competitor's product can do? Perhaps it's a new thing altogether and is so compelling in its design or function that consumers will have to have it when they see it.

The job of the marketer is to define the product and its qualities and introduce it to the consumer—the basic marketing of a product (or service).

Defining the product is also key to its distribution. [Marketers](https://www.investopedia.com/articles/personal-finance/062315/how-smartphones-are-changing-advertising-marketing.asp) need to understand the [life cycle of a product](https://www.investopedia.com/terms/p/product-life-cycle.asp), and business executives need to have a plan for dealing with products at every stage of that life cycle.

The type of product also dictates, in part, its cost, placement, and promotion.

Many of the most successful products have been the first in their category. For example, Apple was the first to create a touchscreen smartphone that could play music, browse the internet, and make phone calls. Apple reported total sales of the iPhone for FY 2024 at $201.1 billion. In 2021, when Apple Inc. rolled out the highly anticipated iPhone 13, it hit the milestone of two billion [iPhones](https://www.investopedia.com/articles/investing/022316/economics-iphone-aapl.asp) sold.

## 2\. Price

Price is the amount that consumers will be willing to pay for a product. Marketers must link the price point to the product's real and perceived value, while also considering supply costs, seasonal discounts, competitors' prices, and retail markup.

In some cases, business decision-makers may raise the price of a product to give it the appearance of luxury or exclusivity. Or, they may lower the price so more consumers will try it.

Marketers also need to determine when and if discounting is appropriate. A discount can draw in more customers, but it can also give the impression that the product is less desirable than it was.

UNIQLO, headquartered in Japan, is a global manufacturer of casual wear. Like its competitors Gap and Zara, UNIQLO creates low-priced, fashion-forward garments for younger buyers.

What makes UNIQLO unique is that its products are innovative and high-quality. It accomplishes this by purchasing fabric in large volumes, continually seeking the highest-quality and lowest-cost materials in the world. The company also directly negotiates with its manufacturers and has built strategic partnerships with innovative Japanese manufacturers.

UNIQLO also outsources its production to partner factories. That gives it the flexibility to change production partners as its needs change.

Finally, the company employs a team of skilled textile artisans that it sends to its partner factories all over the world for quality control. Production managers visit factories once a week to resolve quality problems.

## 3\. Place 

Place is the consideration of where the product should be available—in brick-and-mortar stores and online—and how it will be displayed.

The decision is key: The makers of a luxury cosmetic product would want to be displayed in Sephora and Neiman Marcus, not in Walmart or Family Dollar. The goal of business executives is always to get their products in front of the consumers who are the most likely to buy them.

That means placing a product only in certain stores and getting it displayed to the best advantage.

The term placement also refers to advertising the product in the right media to get the attention of its target audience of consumers.

For example, the 1995 movie _GoldenEye_ was the 17th installment in the James Bond movie franchise and the first that did not feature an Aston Martin car. Instead, Bond actor Pierce Brosnan got into a BMW Z3. Although the Z3 was not released until months after the film had left theaters, BMW received 9,000 orders for the car the month after the movie opened.

## 4\. Promotion

The goal of promotion is to communicate to consumers that they need this product and that it is priced appropriately. Promotion encompasses advertising, public relations, and the overall media strategy for introducing a product.

Marketers tend to tie together promotion and placement elements to reach their core audiences. For example, in the digital age, the "place" and "promotion" factors are as much online as offline. Specifically, that means where a product appears on a company's web page or social media, as well as which types of search functions will trigger targeted ads for the product.

The Swedish vodka brand Absolut sold only 10,000 cases of its vodka in 1980. By 2000, the company had sold 4.5 million cases, thanks in part to its iconic advertising campaign. The images in the campaign featured the brand's signature bottle styled as a range of surreal images: a bottle with a halo, a bottle made of stone, or a bottle in the shape of the trees standing on a ski slope. To date, the Absolut campaign is one of the longest-running continuous campaigns of all time, from 1981 to 2005.

## How to Use the 4 Ps of Marketing in Your Marketing Strategy

The four Ps provide a framework on which to build your marketing strategy. Think through each factor. And don't worry when the factors overlap. That's inevitable.

First, analyze the product you will be marketing. What are the characteristics that make it appealing? Consider similar products that are already on the market. Your product may be tougher, easier to use, more attractive, or longer-lasting. Its ingredients might be environmentally friendly or naturally sourced. Identify the qualities that will make it appealing to your target consumers.

Think through the appropriate price for the product. It's not simply the cost of production plus a profit margin. You may be positioning it as a premium or luxury product or as a bare-bones, lower-priced alternative.

Placement involves identifying the type of store, online and off, that stocks products like yours for consumers like yours.

Your promotion strategies can only be considered in the context of your target consumer. The product might be appealing to a hip younger crowd or to upscale professionals, or to bargain hunters. Your media strategy needs to reach the right audience with the right message.

## Example of the Four Ps of Marketing

To put this into perspective, let's consider a fictional skincare company that produces organic skincare products. Here's how the four Ps might be utilized:

1.  **Product**: The company offers a range of organic skincare products, including cleansers, moisturizers, and serums. These products are formulated with natural ingredients, free from harsh chemicals, and designed to promote healthy and radiant skin.
2.  **Price**: The pricing strategy for these skincare products is positioned as premium, reflecting the high quality of ingredients and the company's commitment to sustainability and ethical sourcing.
3.  **Place**: The products are sold through multiple channels, including the company's website, select retail stores specializing in organic products, and high-end spas and salons. This distribution strategy ensures accessibility to environmentally conscious consumers seeking natural skincare solutions.
4.  **Promotion**: The company's promotional efforts focus on emphasizing the benefits of organic skincare, such as nourishment, hydration, and skin rejuvenation. This includes social media campaigns, influencer partnerships, and educational content highlighting the importance of using non-toxic products for skincare routines.  
    

## What's the Difference Between the 4 Ps and the 4 Cs of Marketing?

Marketers often talk about the “4 Ps”—product, price, place, and promotion—as the core building blocks of a marketing plan. In 1990, Bob Lauterborn suggested a new way to look at them called the “4 Cs”: consumer, cost, convenience, and communication. The idea was to shift the focus away from what the company is selling (the Ps) and toward what the customer wants and experiences (the Cs).

To better understand the **consumer** (product), marketers develop detailed buyer personas of the ideal customer, with an eye toward improving communication and sales. **Cost** (price) is considered from the consumer point of view—what customers are able and willing to pay, including for "extras" such as taxes and shipping costs. **Communication** (promotion) shifts the focus from one-way advertising to engagements with customers, especially on social media. And **convenience** (place) is all about improving the accessibility of your products, making it easier for customers to buy them.

Now there is an even newer marketing mix known as the 4 Es: experience, exchange, evangelism, and everyplace. They give a nod to the importance of creating memorable experiences and emotional connections between consumers and brands.

## How Does Apple Use the 4 Ps of Marketing?

Apple utilizes the four Ps of marketing by focusing on:

**Product innovation**: Evident in its continuous development of cutting-edge technology like the iPhone, MacBook, and Apple Watch.

**Pricing strategy**: Apple often positions its products as premium offerings, targeting a more affluent consumer base.

**Place**: Apple emphasizes distribution through its own retail stores, online platforms, and strategic partnerships with authorized resellers.

**Promotional efforts**: Apple emphasizes sleek design, user experience, and aspirational branding, creating a sense of exclusivity and desirability around its products.

## How Do You Use the 4 Ps of Marketing?

The model of the 4Ps can be used when you are planning a new product launch, evaluating an existing product, or trying to optimize the sales of an existing product.

A careful analysis of these four factors—product, price, place, and promotion—helps a marketing professional devise a strategy that successfully introduces or reintroduces a product to the public.

## When Did the 4 Ps Become the 7 Ps?

The focus on the four Ps—product, price, place, and promotion—has been a core tenet of marketing since the 1950s. Three newer Ps expand the marketing mix for the 21st century.

*   **People** places the focus on the personalities who represent the product. In the current era, that means not only sales and customer service employees but also social media influencers and viral media campaigns.
*   **Process** is logistics. Consumers increasingly demand fast and efficient delivery of the things they want, when they want them.
*   **Physical evidence** is perhaps the most thoroughly modern of the seven Ps. If you're selling diamond jewelry on a website, it must be immediately clear to the consumer that you are a legitimate, established business that will deliver as promised. A professionally designed website with excellent functionality, an "About" section that lists the principals of the company and its physical address, professional packaging, and efficient delivery service are all critical to convincing the consumer that your product is not only good, it's real.

## What Are Some Examples of the 4 Ps of Marketing?

*   **Place** refers to where consumers buy your product, or where they discover it. Today's consumers may learn about products and buy them online, through a smartphone app, at retail locations, or through a sales professional.
*   **Price** refers to the cost of the product or service. Properly determining product price includes an analysis of the competition, the demand, production costs, and what consumers are willing to spend. Various pricing models may be considered, such as choosing between one-time purchase and subscription models.
*   The **product** a company provides depends on the type of company and what it does best. For example, McDonald's provides consistent fast food in a casual setting. The corporation may expand its offerings, but it wouldn't stray far from its core identity.
*   **Promotion** refers to specific and thoughtful advertising that reaches the target market for the product. You might use an Instagram campaign, a public relations campaign, advertising placement, [email marketing](https://www.investopedia.com/best-email-marketing-software-5088645), or some combination of all of these to promote your products and reach the right audience in the right place.

## The Bottom Line

The four Ps of marketing—product, price, place, promotion—are often referred to as the marketing mix. These are the key elements involved in planning and marketing a product or service, and they interact significantly with each other. Considering all of these elements is one way to approach a [holistic marketing strategy](https://www.investopedia.com/ask/answers/042715/what-holistic-marketing-and-how-can-it-be-applied-business.asp).

> **Article Sources**
>
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>     
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>     
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>     
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