The 4 Ps of the marketing mix: definition and examples

The marketing mix is one of the most widely used models for building a marketing strategy. Behind this term lies a simple idea: to sell a product, a company must pull several levers in a coherent manner, offering the right product, at the right price, in the right place, and with the right communication. This is what is summarised by the 4Ps.

In practical terms, the marketing mix generally follows market research. It aims to identify the expectations of target customers and define a strategy tailored to the market, achievable within the company's resources, in order to reach its business objectives. It forms the foundation on which the entire marketing plan is subsequently built.

However, the model is not set in stone. Since its inception in the 1960s, it has been expanded several times to keep pace with changing markets: today we speak of the 4Ps, but also the 7Ps, and even the 10Ps. From the original 4Ps to today’s 10Ps, here is each lever explained and illustrated with brand examples.

What are the 4Ps of the marketing mix?

The term was popularised by American marketing professor Jerome McCarthy. In concrete terms, the 4Ps refer to the four components of a successful marketing strategy, all of which begin with the letter P:

The term 4Ps therefore refers to the components of a successful marketing strategy, all starting with the letter P:

• Product;

• Price;

• Place;

• Promotion.

1) Product: product strategy

To begin the marketing mix, the product strategy, sometimes called the product policy, examines all the strategic components of the product (quality, design, features, packaging, composition, etc.):

• Design and manufacturing aim to plan and optimise production in order to ensure consistent product availability;

• Features encompass the functionalities, quality, and benefits of the product. Alongside the vision developed by the creators, feedback from end users validates or invalidates the strategy: this is why it is crucial to run dedicated initiatives to gather user feedback, ensuring features expected by the target audience are developed;

• Design concerns both the product itself and its packaging. What will its colour be? Its format? Its style? Its size?;

• Associated products and services prompt you to consider the following questions: should you provide an included or extended warranty? What about after-sales service? From a medium- to long-term perspective, questions arise regarding accessories, such as refills that can be sold alongside the product. The repairability index and the lifespan of the product itself must also be considered.

2) Price: pricing strategy

The pricing strategy seeks to set the right price for a product and define the overall pricing strategy. It follows the product study.

Price depends on the target market, existing competitors, product volume, and the positioning the company wishes to establish for its product.

In addition to calculating product retail prices, it is also necessary to factor in discounts, promotions, and payment terms.

The goal is to achieve the highest possible profit while taking manufacturing, distribution, and promotional costs into account.

Finally, alongside this financial dimension comes the consideration of an overall pricing strategy:

• Market penetration involves setting a low price when launching your new product in order to quickly gain market share;

• Competitive pricing involves aligning your prices with those of your competitors;

• Price skimming is a strategy based on deliberately setting a higher price than the competition to attract a wealthier customer base, thereby lending a more luxurious or premium image to your product;

• Value-based pricing determines your price based on what your target audience is willing to pay for your product.

To explore this section further, learn how to master pricing policy.

3) Place: choosing a distribution channel

After addressing the product and its price, you must determine how it will be made available to target customers, particularly which distribution channel will be used. This consideration includes the logistics system, distribution method, and geographical area.

The distribution policy can be direct or indirect, and sometimes a blend of both. The choice is made based on the product itself and the company's sales targets.

What is a direct distribution channel?

Direct distribution allows selling a product directly to the end customer through your own outlets, whether physical shops or e-commerce websites.

The main benefits of direct distribution are close contact with the end consumer and higher profit margins, due to the absence of intermediaries.

This option carries significant drawbacks: internal costs (staff, training, infrastructure, etc.) and the cost of wide geographical reach, which can be prohibitive. These cost realities explain why many businesses choose to target the market indirectly.

What is an indirect distribution channel?

Indirect distribution involves selling products to the end consumer through one or more intermediaries (distributors, wholesalers, retailers). The main advantage of this channel is that the company benefits from a far wider potential customer base.

The drawback of the indirect channel is that profit margins are reduced.

It is also possible to opt for a combination of direct and indirect distribution channels; this is known as cross-channel.

4) Promotion: communication strategy

The promotional policy — or communication strategy — determines the framework (on what occasions? How often? For whom?) and media channels through which the company will carry out its promotional activities. Its goal is to understand how to communicate with customers to inform them and persuade them to buy.

There are two broad categories of communication channels: Above the Line (Media) and Below the Line (Non-Media).

Above-the-line media channels are the primary traditional mass communication channels. They encompass television, cinema, radio, print media, billboards, etc. The goal is to broadcast a message on a large scale in a relatively short timeframe. However, this can incur significant costs depending on the medium chosen.

Below-the-line channels bring together various direct communication methods that can reach a specific target audience. These techniques are more easily measurable, allowing their impact on sales to be tracked. With the rise of the internet, new digital channels have emerged, such as digital marketing via websites (e-commerce, blogs), social media, mobile apps, etc. The advantage of digital marketing is the ability to reach a large audience at a lower cost, while tracking expenses more easily.

Effective promotion will increase brand awareness and, consequently, the appeal of your product.

What does the evolution from 4Ps to 7Ps involve?

Since the 1960s and the origin of the 4Ps model, the market has evolved, and other elements have become crucial to marketing strategy and, ultimately, customer satisfaction.

Three new levers were introduced to build upon the original 4Ps:

• People;

• Process;

• Physical Evidence.

5) People: direct customer relations

People — or customer relations — refers to the personnel involved in delivering the service who interact with the customer. This includes sales staff, advisers, front-desk personnel, and any team member in contact with the customer.

The quality of these interactions helps build or maintain a positive brand image for the company. Attention must be paid to the appearance, training, motivation, and behaviour of anyone in contact with the end customer. They directly impact the customer experience and, consequently, sales performance.

Here are a few examples:

• A shop assistant advising a customer and guiding their choice.

• A customer support agent resolving an issue after purchase and boosting loyalty.

• A waiting staff member in hospitality, whose greeting forms an integral part of the experience.

6) Process: the sales process

The sales process encompasses all the steps required to ensure customer satisfaction, create a positive customer experience, and ultimately foster customer loyalty. This covers procurement (logistics) as much as sales or after-sales (customer service). The entire journey must be taken into account, from the very first interaction with the customer to the completion of the sale or service. Indeed, it has become evident that how the product is delivered is just as important as the product itself.

Here are some concrete examples:

• The online ordering process: from basket to payment, each step must be seamless to avoid abandonment.

• The delivery process: delivery times, parcel tracking, returns management.

• The after-sales service process: complaint handling, repairs, or replacements.

‍Overall, the simpler and clearer the processes, the more effective the support: this improves customer satisfaction and operational profitability.

7) Physical Evidence: tangible proof

Physical evidence relies on all the tangible components associated with the product (shop layout, signage, POS displays, brochures, etc.). The environment in which the sale takes place will impact the customer experience and influence their perception of the product. Customers will be much more inclined to purchase in a space where they feel comfortable.

Physical evidence varies widely:

• Product packaging: well-crafted packaging conveys an image of quality.

• The layout and atmosphere of the retail space: design, cleanliness, signage.

• A professional, reassuring website in the case of online sales.

• Documents provided to the customer: brochures, invoices, warranties.

These tangible cues reassure the buyer, reinforce perceptions of quality, and support the purchasing decision.

The transition from Marketing Mix to 10Ps

In the 2000s, three new Ps made their appearance in the marketing mix. It is worth noting that these remain widely debated.

8) Partnership: leveraging a partner's brand awareness to drive sales

A partnership is a mechanism that allows a business to team up with other entities for mutual benefit (growing their business, pooling resources, strengthening a value proposition, etc.), with each benefiting from the other's reputation. These entities may be other businesses, non-profit organisations, etc. Such partnerships can be commercial, technological, or logistical.

A prime example is co-branding: a well-known case is La Vie x Burger King, which joined forces in 2022 to create vegetarian and vegan burgers, addressing a growing demand for meat alternatives.

Another type of partnership is licensing, where a brand leverages the awareness of a cultural franchise: in late 2026, Picard teamed up with Warner Bros to launch a product collection inspired by the Harry Potter universe, driven by the release of the new series.

9) Purple Cow: product originality

Introduced by former Yahoo Vice President Seth Godin, the "purple cow" concept stems from the idea that if a purple cow appears in the middle of a herd of ordinary cows, it is the only one you will notice.

In a market where all products look alike, it is essential to stand out from the competition. The purple cow encourages you to be innovative by differentiating yourself both in terms of your product and your communication.

As long as you are innovative in your market, you can differentiate through your product. For example, 10 years ago, launching a plant-based milk was enough to offer a differentiated product. Today, it requires unique ingredients, such as Hoope and spirulina. This calls for effective communication to help end customers truly understand how your product differs from competitors (and that it genuinely does).

Otherwise, differentiation will rely more heavily on your brand image or distinctive, eye-catching packaging. On this front, the launch of Squeezie's brand, Ciao Kombucha, sparked plenty of conversation. Many internet users criticised what they saw as a striking resemblance to the Rise brand in its packaging design. We will let you judge for yourself.

10) Permission Marketing: obtaining a prospect's consent before outreach

According to Seth Godin, permission marketing aims to seek the consent of prospective customers before targeting them with tailored advertising or promotional messages. In this model, the company commits to respecting the consumer's wishes by allowing them to update their preferences, or easily unsubscribe at any time. This goes beyond mere GDPR compliance; it also means not purchasing email lists, not sending unsolicited emails, etc. It is the direct opposite of traditional interruption marketing.

Methods for collecting opt-ins include, for example, online or paper forms, voluntary in-store sign-ups, newsletter subscriptions, etc.

This approach builds a more transparent, trust-based relationship with customers. Brands with a strong online marketing presence can use these techniques to enhance consumer relations and boost their brand image outside the physical store. An in-store purchase can also serve as the starting point for an online relationship: a sports retailer, for instance, might encourage customers to scan a QR code at the checkout to receive digital receipts and training tips. That is the exact moment permission marketing comes into play, through opt-ins for notifications, newsletter subscriptions, and more.

Examples

Let us conclude with a few practical cases based on familiar household brands. Taking a specific brand and product, we have outlined key elements across three major pillars of their marketing mix: Price / Place / Promotion.

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The marketing mix remains an indispensable framework for structuring a strategy and maximising a brand's commercial potential. Yet, as its evolution from 4Ps to 10Ps demonstrates, it is not a rigid recipe: it is a flexible framework that must be adapted to your market, your product, and your resources.

And above all, to your industry sector. Levers are not pulled in the same way whether selling online, in a retail shop, or through large supermarket chains, where brands must negotiate with retail groups. For this specific scenario, see our dedicated guide: how to build your marketing mix for large-scale retail.

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