THE MARKETING MIX

4 PS / 4 CS

Khaoula BOUABBOUD
Chaymaa DERKAOUI
Naila BELHAJ SOULAMI
Siham ELHARCHLI
MIX
 PLAN
o Definition
o 4 Ps / 4 Cs :
Product – Consumer
Price – Cost
Promotion – Communication
Place – Convenience
o The importance of The Marketing Mix
 DEFINITION
o The marketing mix refers to the set of actions, or tactics
that a company uses to promote its brand or product in
the market.

o The 4 Ps are :
- Product
- Price
- Promotion
- Place

o These four elements are adjusted until the right

combination is found and it is supposed to serve the
needs of the product’s costumers while generating
optimum income.
 PRODUCT - CONSUMER
o A product is seen as an item that satisfies what a
consumer demands.

o It refers to tangible goods and intangible services.

o Here are some examples of the product decisions to be

made:
- Brand name -Functionality
-Styling -Quality
-Safety -Packaging
-Repairs and Support -Warranty
-Accessories and services

o Every product is subject to a life-cycle including a

growth phase followed by a maturity phase and finally
an eventual period of decline as sales falls.
o A company will only sell what the consumer
specifically wants to buy.

o Marketers should study consumer wants and

needs in order to attract them one by one
with something he/she wants to purchase.

o You must be clear about the benefit you

offer and how the customer’s life or work
will be improved if he or she buys what you
sell.
 PRICE - COST
o The price is the value that is put for a product.
o It depends on costs of production, the ability of
the market to pay, the demand …
o The price is a demarcation.
o There are many types of pricing strategies:
- Volume discounts and wholesale pricing
- Skimming
- Penetration pricing
o The cost refers to the amount paid to
produce a good or service.The cost
represents the sum of the value of the inputs
in production, labour and capital.

o Attempting to compete on price is generally

not a successful move,the price is not the
main motivator driving a purchase.
PROMOTION - COMMUNICATION

 Strategies
to make the
consumer aware of
the existence of a
product
or service
 NOT just advertising
 Promotion includes all of the activities marketers
undertake to inform consumers about their products and to
encourage potential customers to buy these products.
Solomon et al (2009)
How should you communicate with your
customers ?
 Communications
represents a broader
focus than simply
promotions.
 Communications can
include advertising,
public relations, personal
selling, viral advertising,
and any form of
communication between
the firm and the
consumer.
 PLACE – CONVENIENCE
o ‘Location, location location’ is the X-factor of
a successful business, retailers compete
against eachother for the right point of sell.

o Catching the eye of the consumer, and making

it easy for him to buy the product is a good
distribution strategy.

o Companies should invest in a place where the

product would be the most available to target
consumers, and the most convenient to access.
o Nowadays, in the era of Internet, the consumer is able
to purchase the product ‘whatever he wants,
whenever he wants and however he wants it’

o Online stores have become the hit of the begining of

the 21st century.

o Diversity in the choices and a larger comparison field

+ easy payment solutions

o The concept of the Place is becoming less relevant.