In what is known as the 4 P’s of marketing, which include product, price, place, and promotion, we see a basic framework that businesses use to develop their strategies. E. Jerome McCarthy put forth this model, which today is still the base that we use to put a product or service out there in the market.
Whether you are at the launch of a new product or reviewing your marketing plan, the 4 Ps are key to your brand’s competitiveness. In this report, we will look at how to use the 4 Ps of marketing to grow your brand across channels, audiences, and markets.
What Are the 4 Ps of Marketing?
In 1960, E. Jerome McCarthy introduced what we know today as the 4 Ps of marketing, which have gone on to mold modern marketing strategy. Although we have seen the introduction of digital channels and a trend towards customer-centered models, the four marketing ps still stand as the base of a solid marketing plan.
The four ps of marketing product, price, place, and promotion are the key elements that influence a consumer’s decision to purchase.
Whether you’re selling physical goods or offering digital services, understanding these marketing ps ensures alignment between what your brand offers and what your target audience values.
Breaking Down the Four Ps
Each “P” plays a specific role in shaping consumer perception and driving conversions. Let’s break down each one with examples and actionable tips:
1. Product
In marketing, we use the term product to describe any type of item that is put out to fulfill customer needs. This includes physical products like smartphones and intangible services, which are things like online subscriptions or mobile apps.
Examples:
- iPhone – A premium product with powerful features.
- Netflix – A product in the form of a subscription-based digital service.
- SaaS platforms – Tools like Zoom or Salesforce are classic examples of tech-based products.
Application Tip: Understand what problem your product solves. Customize it based on user needs. This is where the 4p s of marketing start to take shape.
2. Price
Price is one of the most powerful levers in the four ps. It determines your revenue and impacts brand perception.
Common Pricing Strategies:
- Penetration Pricing
- Value-Based Pricing
- Skimming Pricing
Example: Apple goes with premium pricing to convey luxury; at the same time, Amazon goes with competitive prices to increase sales volume. Each strategy is a different take on the 4 ps of marketing.
Application Tip: Align your price with your target market. Testing different pricing strategies helps you find the optimal point.
3. Place
Place refers to the distribution channels you use to deliver the product to the customer. It’s not just about where you sell, but how easily your audience can access what you offer.
Examples of Place:
- E-commerce websites
- Retail stores
- Mobile apps
- Distribution partners
A D2C brand using online-only distribution is making a deliberate place choice—an important part of the marketing ps strategy.
Application Tip: Know where your customers are. Tailor your place strategy to increase availability and accessibility.
4. Promotion
Promotion includes all marketing communications used to inform, persuade, and remind customers about your product.
Channels include:
- Advertising
- Digital marketing
- Social media
- Events and trade shows
Example: Nike blends storytelling and influencer partnerships across online and offline media to create powerful promotion campaigns. This is a classic example of executing the fourth element in the 4 ps of marketing.
Application Tip: Choose promotion strategies that resonate with your audience’s habits. Combine emotional branding with digital performance marketing for best results.
Related Read: Product Distribution Strategy: A Complete Guide
Real-World Application of the 4 Ps
When applied correctly, the four ps align your business goals with customer needs and market realities.
Product: Customize based on customer feedback.
Price: Match the customer’s willingness to pay.
Place: Make it easy to access the product.
Promotion: Share a message that resonates.
Real Example: The Ordinary’s India Launch
When The Ordinary, a global skincare brand, entered the Indian market via Nykaa:
- It offered a product lineup tailored for Indian skin concerns, including niacinamide and salicylic acid serums.
- Its price strategy was aggressive—pricing products between ₹500–₹1,200 to remain competitive in the premium-affordable space.
- Place was managed via Nykaa’s online platform and later through physical Nykaa Luxe stores.
- For promotion, The Ordinary leveraged Indian beauty influencers and dermatologists to build trust and familiarity with first-time users.
This is a textbook application of the 4 ps of marketing, adapted to local conditions for maximum effectiveness.
Are the Four Ps Still Relevant Today?
Although we see the introduction of what are now the 7 Ps of marketing, which have replaced them, the original four Ps are still relevant. They provide structure and clarity in a very dynamic business setting.
In the case of service businesses, the 4 Ps may be expanded to include people, process, and physical evidence. At the same time, the basic concept—that of product, price, place, and promotion—very much still applies.
Common Mistakes to Avoid
- Neglecting Market Research: Don’t define your 4 ps without understanding customer needs.
- Unbalanced Focus: Avoid over-optimizing one “P” at the expense of others.
- One-Size-Fits-All Strategy: Localize your product, price, and promotion for each market.
These pitfalls dilute the effectiveness of your marketing ps strategy.
Also Read : Retail Promotion: 5 of the Best Ideas for Retail Stores
Conclusion: Mastering the Marketing Mix
In marketing we use the 4 Ps which structure brand development, campaign design, and go to market strategies. As a startup or an enterprise you will see that aligning your product, price, place, and promotion elements is what creates that consistency and impact.
Successful marketers review the 4 Ps often to stay agile and customer focused.
Frequently Asked Questions (FAQs)
1. What are the 4p s of marketing with examples?
The 4 Ps are product, price, place, and promotion. For example:
Parameter | Details |
Product | iPhone |
Price | ₹79,000 |
| Place | Apple Store and website |
| Promotion | Social media, influencer marketing |
2. Who developed the four ps?
- Jerome McCarthy introduced the 4 ps of marketing in 1960.
3. What’s the difference between the 4 ps and 7 ps?
The 7 Ps add people, process, and physical evidence to the original four marketing ps—often used in services.
4. What are the 4 principles of marketing?
They mirror the four ps: offer the right product at the right price in the right place with the right promotion.