The term the 4P’s of marketing (and marketing mix) was originally proposed by E.

Jerome
McCarthy in 1960 and popularized by Philip Kotler in 1967 in his seminal book Marketing
Management. In it they propose that a complete marketing mix consists of 4 P’s; Product, Price,
Promotion and Place. This 4p’s model can be useful to design a public education programme by
following ways-

Product:
A product refers to any item that intends to satisfy the needs and wants of a target customer. If the
marketers represents the whole clear concept about their products to their customers then the
product helps to design public education that is associated with benefits, tangible objects, and
services that support behavior change of customers. Besides, the internet can be considered either
the medium for purchase such as a social media service. Because of this, it’s vital that public fully
understand the product they are selling, how it meets the needs of their target customer, and what
makes their product stand above the competition. So it is a useful model for public education
programme.

Price:
Price is the cost (financial, emotional, psychological, or time-related) of overcoming barriers the
audience faces in making the desired behavior change. Price not only refers to the monetary value
of a product, but also the time or effort the customer is willing to expend to acquire it. Determining
this will be a critical factor in revenue for the brand as it will impact profit, supply, demand, and
how much marketers should spend on a promotion or marketing strategy. This, in and of itself, is
why this ‘P’ is one of the most important. If a product is priced too high or too low, the product –
and brand – could fail.
Place:
Place is where the audience will perform the desired behavior, where they will access the program
products and services, or where they are thinking about your issue. The internet age has introduced
new challenges when it comes to reaching your customers. Place refers to providing customers
access to the product, and it also calls into play convenience for the customer. Public educations,
through digital means or otherwise, is about putting the right product, in the right place, at the right
price, at the right time, in front of the customer. Some key questions that marketers need to answer
include:

 Where are target customers shopping?

 Are they using desktops or mobile devices?
 Are they shopping for similar products online, or in brick-and-mortar stores?
 Where are they engaging on social media?

Even though transactions with your company may take place exclusively in-store or online,
customers likely interact with your brand or your specific products in a variety of places. It’s
important to consider how each of these places influences the overall customer experience.

Promotion:
Promotion is also a useful way to design public education, in that question -how to make an
audience or public aware of the product? Within the framework of the four Ps, promotion refers
primarily to marketing communications.

These communications use channels such as public relations, advertising, direct marketing, email
marketing, social media marketing, or sales promotions; think of it as any way marketers
disseminate relevant product information to their target customers.

Promotion is the area that has arguably seen the greatest growth and change as a result of the digital
age. With the exceptional access offered by B2C marketing solutions, marketers can now promote
products easier, more effectively, and with more personalization than ever before, thus leading to
greater outcomes and ever-increasing expectations.
Conclusion:

While today’s marketing environment has changed significantly since the 4 Ps were established in
1960, the foundation of marketing has not. By continuing to focus on the 4 Ps and how to use them
within the framework of the digital age, marketers can be successful to design public education
programme.