Fundamentals of Marketing: Analyzing the 4Ps with Real Examples

This essay provides an in-depth analysis of the marketing mix, focusing on the 4Ps: product, price, promotion, and place. It defines each element academically and provides examples of how companies utilize these strategies to enhance their market position. The product aspect emphasizes the importance of market research, product life cycle management, and differentiation strategies. The price section discusses the impact of pricing strategies on consumer behavior and the need for adaptability in response to market trends. The promotion element highlights the role of promotional activities in creating brand awareness and influencing purchasing decisions. Finally, the place strategy emphasizes the significance of distribution channels and accessibility for customers, illustrating how companies like Amazon leverage online platforms to reach a wider audience. The essay underscores the interconnectedness of these four elements in achieving marketing success and maintaining a competitive edge.

FUNDAMENTALS OF
MARKETING

TABLE OF CONTENT
An academic definition of the ‘P’ with examples .......................................................................3
REFERENCES..............................................................................................................................11

TASK
Marketing mix- According to Thabit and Raewf, (2018) marketing mix means a set of actions
or tactics which is used by company in order to promote and spread awareness about its products
or services and any new product line which is going to launch to beat market competition.
Lim, (2021) States that The 4ps of marketing is a method or technologies used by
business organization in order to enhance the different types of components of company's
marketing mix. By having effective marketing mix strategy, the company can define their price
strategy, product strategy, promotion and place strategy so that they can guide customers about
products. By using this method, firm managers can meet their customer goals and provide them
whatever they are looking for.
An academic definition of the ‘P’ with examples
Product- According to Blut, Teller and Floh, (2018), it is an item or commodity which
is produced or built by the company in order to satisfy the needs of customers or group of
people. It has been noted that a product of the firm can be tangible or intangible in nature as it
can be anything such as services or any type of product. Nowadays, for any business it is
essential to do proper market research to satisfy the needs of customers. For this, companies
needs to use various strategies to develop its product such as improving its existing products or
launch new products or service to attract customers.
Mahmoud, (2018) Stated that, the product of the firm has a certain life cycle that includes
different phases such as growth, initial, maturity and decline phase which is last one. Companies
need to reinvest their products to stimulate demand once it reaches the phase called sales decline.
By doing so, they can create an impact in the customer's mind that the company is providing
exclusive offer which is different from competitors products. The marketers need to focus on
differentiation strategy so that they can offer a better product to group of people than their
competitors (Sudari and et.al., 2019). By doing, so they can easily build brand value and satisfy
needs and preference of customers.
The role of product in the marketing mix is one of the important element that makes the
entire marketing process of connecting with audience and generating revenue in effective way.
For example- when the company provides the ultimate value to the clients and service good
quality then potential customers is greatly enhanced. In addition to this, if the company's product

does not deliver on time then customers will shortly turn away and no amount of benefits will
make an impact in the profitability of the company. At the same time, if the company meets the
customer expectations in terms of good quality and performance, there is a high change that sales
and demand of particular product will progress quickly. The features and characteristics of
product play a vital role in placing the good for sale to attract customers (Sudari and et.al., 2019).
Another key aspect of the good is warranty associated with it, or else customer service guarantee.
Before purchasing anything, customer ask for support after the sale, if the company ensure than
customers decided to buy. These advantages can go a long way toward helping shape the
different types of marketing mix strategies. Also, on the basis of this other strategies also achieve
a better result.
Along with this, another key aspect is packaging of the product which also influence the
buying behaviour of the customer and can impact the role of product. In today's world people are
more attracted towards attractive packaging so that it will catch the attention of clients. At the
same times, the customer are attracting towards user-friendly and environment friendly
packaging (Khatab, Esmaeel and Othman, 2019). Plus, it has been said that packaging of the
product is critical promotional activities, since the appearance of the product can attract customer
as it provide detailed information about what the product can be used for as well as other details
such as ingredients used in it, expiry date, storage recommendations etc.

source: (Khatab, Esmaeel and Othman, 2019)

price- As per the views of Dost and et.al., (2019), in marketing mix strategy, price
strategy is very important component as it can influence the buying behaviour of customers. If
the pricing strategy used by company is cost effective and customer think it is affordable for
them then firm can satisfy the clients. If company is not using pricing strategy effectively then
customer will go for another options as a substitute if that particular product.
Khatab, Esmaeel and Othman, (2019), Stated that price is a very essential part of
company's marketing mix as it is a amount that customer pays for to enjoy their services or
product. Pricing strategy can be used by company in order to enhance the product image and
attract customers towards it. When the firm makes marketing plan, it is essential to mention price
strategy to achieve profitability and performance.
While on the other hand, Sudari and et.al., (2019) commented that due to change in
market trend, company has to make necessary adjustments even a little bit. Sometime it can
impact the entire marketing strategy as well as sales and demand of the firm's product. Therefore,
it is important to focus on pricing strategy before implementing any important decisions and
keep track on changing strategies by competitors.
Pricing strategy of the company's product is a weapon used by competitors so that they
can attract clients. For example- if the price strategy is not effective then firm won't be able to
get profitability, customer satisfaction and optimum output. If business use price effectively then
hey can regulate the demand. Price is a powerful instrument which can impact the demand for
products in the industry. For example- if the price of product is high then demand will be low
and on the other side, if price of goods is affordable then customer will demand it more. To beat
competition, it is important to maintain close relationship between pricing and life cycle of the
product.
Promotion- As per the views of Khatab, Esmaeel and Othman, (2019) , promotional
activities plays an important role in the company success. To be successful, every organization
needs to undertake promotion strategy in order to make the product known to the user and trade.
Different companies are using different types of promotional activities such as sales promotion,
personal branding and advertisement and many more. Promotional strategy depends on business
structure and their own creativity level to reach customers.

Al Badi, (2018) Stated that, marketing communication process is useful for company so
that customer can know about the offers provided. They can easily understand the features and
make decision whether to buy it or not. It helps to grab the customers attention and influence
them to purchase the product as per their preference. In today's world, where competition is very
high especially in retail sector or industry, most of the marketers are using promotional strategy
to promote their product.
Promotional activities is an integral part for the company's marketing mix strategy. The
major role of this activity is to motivate people to make a purchase via direct purchase from
stores, online purchase, e-commerce and other channels. For example- if the firm sets its
promotional activities in effective manner them they can set business apart from its competitors.
Nowadays, in retail sector marketers are using various types of promotional activities to stay
ahead of competitors. No business will ever need to run any promotions if there wasn't any
competition in the market, hence it is essential to be competitive to run business smoothly. By
using activities such as advertisement, television ads and newspaper any business can inform
differentiation in order to strengthen the brand image.
When the client wants to purchase something from the firm, their mind is the first place
where they search for details about products (Al Badi, 2018). An effective advertising is
important to pop up in the customer's mind.
For example- I say chocolates, and the first thing that pops up in the mind of customer is of
course the taste and packaging. With promotional activities and unique offering in marketing
campaigns the brand becomes unforgettable for clients.
Many people in the industries are making more efforts to plan promotion campaign correctly
with creative idea which makes them stand out and run business smoothly.
For example- many industries such as telecommunication sector and service sector promotes its
product or service via marketing campaigns and ad campaign to increase followers and market
share.
Place- when the customer interact with company they first ask about from where do they
buy products or service. Mintz and et.al., (2021) Stated that Distribution channels plays a vital
role in the company especially when the marketers make marketing mix. It is important to
distribute and position product in effective manner to reach out potential customers. If the

company use distribution channels and make available both offline and online stores then
customer can easily access and make purchase.
Al Badi, (2018) States that, many companies especially retailers are paying more and
investing in right location so that customer can reach the place. For example- if the company
provide easily assess to customer then they can easily buy whatever they want.
With the help of place strategy, the company can continue run on business activities and
make comfortable and attractive to clients. The place strategy ensures that the goods is in the
right place or not. It is essential for industries to focus on this method to provide service at the
right time. The company won't be able to attract customer if they do not focus on proper product
placement. For example- many people prefer to shop from stores because they feel products can
be identified properly by purchasing it physically. Few of them believe that online shopping is
the best way to purchase wide range of products. Mr. A who is professional photographer wants
to purchase camera urgently, he prefers to buy it from physical store rather than purchasing it
online via application. First thing he thinks before purchasing is all about place or location.
According to his perception, offline shopping is better and more convenient because you don't
have to wait for delivery and wait for more 1 week for getting things you want on urgent basis.
Just go to the store and get what you want without any further delay. While on the other side,
Robert is college going students wants to purchase books at discount price which is not available
at physical book store, therefore he prefers to buy it from online application (Azhar, Prayogi and
Sari, 2018). He has lots of options available at discount price which he is looking for so long. He
believes that there is nothing like the joy of scrolling into online website and try new products by
just one click and get things at home. The best part of online shopping is it save time and efforts
of the customer and one can compare products with various brands. Location is one of the most
essential for marketing mix strategy because this is what customers look for. Before
implementing any kind of decision, firm needs to understand importance of place for the
convenience of people because in this they decide where to go for buying products. For firm, it is
important because they make decision about in which market to enter to attract clients and gain
competitive advantages.

To be successful, amazon is focusing on product strategy as it is a leading e-commerce
platforms in the whole world. Amazon is the company who sells it's all product online where the
customers can log in to amazon through website or mobile application and make purchase with
the help of cashless options and cash on delivery (Mintz and et.al., 2021). By making its products
effective and reach customers the company deliver it through its distribution channels. Although
company has provided various types of services to customers such as e-books, clothing,
electronics, kindle and fire tablets and mobile phones, electronic gadgets and home décor. On
every special occasion company provides various range of goods at huge discount offers and
coupons to attract customers. By providing lots of products the company brings huge profit to its
business and enhance the market position in the competitive world. The major focus of this
company is to provide wide range of grocery items and it can also be delivered through its
services such as amazon fresh where customer can select their products as per convenience. Now
the company is focusing on launching its new product line that is its own brand chocolates by
manufacturing process. The firm is going to use all organic products to maintain safety and
health of customer. This product is specially for old age group of people who want gluten free
and sugar free chocolates. As per the Amazon manager, organic chocolate is beneficial for health
and it reduces harmful disease especially for old age people and for children.
For pricing strategy, company offer competitive pricing strategies by using technology in
setting the prices of products. Most of the time company uses seasonal pricing strategy by
lowering the price at peak time so that it can easily attract more customers (Azhar, Prayogi and
Sari, 2018). By using effective pricing strategy, the firm achieves good market position in the
world. Due to changing behaviour of customers, amazon adjusts their prices on frequent basis.
For the new product, firm is going to use market penetration pricing strategy where they focus on
lowering the price at starting to make customer base. Once the company reach its potential
customer they will make the pricing strategy more effective. During the initial offering, the
organization penetrate the competitive market and promote its brand. By having this method, the
company get its product quickly accepted by clients and this can create a goodwill. Mintz, O. and
et.al., (2021) Stated that, market penetration strategy has its own disadvantage which needs to be
taken into consideration while implementing any important decision regarding price.

Amazon is using effective distribution channel to attract customers and just because of
this it has good presence all across the world. People can buy products from the online website
and also from mobile application to purchase anything. Once the client places the order they can
track its delivery time. For the current product, the company is going to offer discount on special
occasion especially on weekend festival (Dunleavy and et.al., 2018). After Covid-19 people are
spending more time on social media and also purchase everything online in order to maintain
social distancing. This is a great opportunity for company to provide chocolates online and work
in partnership with small businesses and suppliers to reach customers. The firm is going to tie
ups with local courier service centre and postal for the transportation of packages. In addition to
this, the firm is going to focus on its process management to support its daily activities related to
new product line. By doing so, the company will be able to enhance its operational efficiency.
With the help of customer relationship management system firm will be able to develop its
market position.
Online and social media marketing
In today's world customers are spending more time on social media via internet using
mobile phones, laptops and other gadgets (Dunleavy and et.al., 2018). It is an opportunity for
company to grasp this method to reach target audience. Social media is the great way to reach
potential clients and make market position.
It is recommended to keep track on business activities and customer satisfaction after
providing them products. With the help of feedback and survey firm can easily make adjustments
in the business decisions. To track, key performance indicator will be helpful so that manager
can make better decisions. By having this method, company can be able to know how effectively
they are achieving key business goals and targets.
To be successful in the competitive market, it is essential to use promotional activities
which can promote its brand. The company is going to use aggressive marketing campaigns to
spread awareness about new products and maintain stability in the market (Mintz and et.al.,
2021). Although, when it comes to promotion and distribution channels, the firm leaves no stone
unturned which is beneficial for their performance. For the current product, firm is using
effective strategies such as tie ups with different companies, working with partnership firms,
small businesses, online stores, social media platforms to spread feature of product and also sales
promotion. Next important things is traditional method, to be in contact with customers such as

sales promotion and direct selling the firm is going to adopt this technique. It is recommended to
use another ways of attracting audience which includes:
Word of mouth marketing- This happens when customers talk and discuss about a
particular firm's products or services to their relatives, loved ones and family members. During
their conversation they can either comment in a positive way or negative way depends on the
service the company provide. Nowadays, it is one of the most powerful method used by many
companies to create market position. The major reason behind using this method is in today's
world people trust their loved one's over traditional media. For example- nowadays, big
companies are conducting brand ambassador programs and product giveaway alert concert to get
customer talking about facilities provided by them.
The major benefit of using this method it helps build positive feelings about goods and it
can generate more sales of advertisement which is basically paid (Othman and et.al., 2019).
Hence, before implementing any decision it is necessary to do deep study and increase the
understanding of method. It can influence customer buying behaviour and their journey at every
single stage.
On the disadvantage side: A customer who is satisfied with the product and its features,
taste and packaging may tell their friend about characteristics of product and share experience
with others (Azhar, Prayogi and Sari, 2018). This method is limited nature because it only covers
family, relatives and friends and it may take longer to spread the experience and message to
other people.
To improve this, the firm can use social media such as Instagram, Facebook, twitter and
YouTube ads to make the best use of work of mouth method of marketing in the market.
To use this method effectively, Amazon needs to offer customer to buy chocolates at
discount rate with effective offers such as buy 1 get 1 free. Along with this, they must offer
discount coupons and provide them 15-20% off on each purchase. It can lead to increased sales,
more satisfied customer and improve efficiency.

REFERENCES
Books and Journals
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on tourist satisfaction and loyalty at Samosir. Revista de turism-studii si cercetari in turism.
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Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of retailing. 94(2). pp.113-135.
Dost, F. and et.al., 2019. Seeding as part of the marketing mix: word-of-mouth program
interactions for fast-moving consumer goods. Journal of Marketing. 83(2). pp.62-81.
Dunleavy, L. and et.al., 2018. Using the ‘Social Marketing Mix Framework’to explore
recruitment barriers and facilitators in palliative care randomised controlled trials? A
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effects on customer satisfaction: a case study of international Kurdistan Bankin Erbil City-
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Lim, W. M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
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Mahmoud, T. O., 2018. Impact of green marketing mix on purchase intention. International
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Mintz, O. and et.al., 2021. The right metrics for marketing-mix decisions. International Journal
of Research in Marketing. 38(1). pp.32-49.
Othman, B. and et.al., 2019. The influences of service marketing mix on customer loyalty
towards Umrah travel agents: Evidence from Malaysia. Management Science Letters. 9(6).
pp.865-876.
Sudari, S. and et.al., 2019. Measuring the critical effect of marketing mix on customer loyalty
through customer satisfaction in food and beverage products. Management Science
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Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
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