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The 4 Ps in marketing are “Product”, “Price”, “Place” and “Promotion”. In German: Product, Price, Place and Promotion – the four main factors that should guide any marketer in a campaign strategy. Our guide covers these 4 marketing tools and explains each step. Product, Price, Place and Advertising. According to marketing mix theory, these 4 elements form the building blocks of any successful marketing campaign. While no one strategy guarantees increasing sales, incorporating these four elements into your marketing campaigns can significantly increase the likelihood of success. The 4P approach is suitable for any industry and can be applied to any business – from sole proprietors to large enterprises. In our guide, you’ll learn what the 4 Ps of marketing are and how you can incorporate them into your next marketing campaign.

What are the 4 Ps of marketing?

The so-called 4 Ps stand for “Product,” “Price,” “Place,” and “Promotion,” which in German means product, price, place, and promotion, the four most important factors marketers must consider when crafting a campaign strategy. A marketing strategy should:

  • Communicate what the product Offer the customer
  • Demonstrate why the value of the product outweighs its price justifies its price
  • In the places Appear where the company’s target audience encounters it
  • Effective advertising strategies Use to reach potential customers

Keep these four objectives in mind when crafting the marketing strategy. The 4 Ps should help shape product positioning, marketing channel selection, advertising decisions, promotional strategy, and copy selection throughout the campaign. Free template: Campaign Management

How do the 4 Ps work?

Knowing what the 4Ps mean is only helpful if you also know how to incorporate them into your marketing strategy. Below, we’ll go over each one so you can better understand what the four points mean, why they’re important to your marketing efforts, and how they can be incorporated into future campaigns.

The first P: “Product” – the product

In the marketing mix, “product” stands for anything you sell, whether it’s a physical product or a service. A powerful marketing campaign is based on a clear and detailed understanding of the product and how it appeals to the target customer. For example, a car ad that simply highlights details such as the vehicle’s appearance and price is not very compelling. A more savvy marketer, with a thorough understanding of the product they are promoting, will run an SUV crossover ad that emphasizes unique safety features to target parents with young children.

Example of questions about the product

  • What problem does your product solve? Consider the challenges your target customers face and how those challenges play out.
  • Who is your target customer? Consider what type of person is most likely to benefit from your product.
  • How does your product meet the needs of your target customer? Determine very specifically how certain features of your product address specific customer needs.
  • What does your product offer in contrast to competing products? Determine how your product meets customer needs faster, more effectively, or less expensively than competing products.

Put yourself in your target customer’s shoes to better understand what your product has to offer. If you can concretely understand how your product adds value to the customer, you can market the product more successfully.

The second P: “Price” – the price

The second instrument in marketing is the price. This is about how much you should charge for your product to make a profit. When working out pricing, you should first look at your competitors. The prices your competitors charge will give you a good idea of how much potential customers are willing to pay for similar products. Combine these insights with the perceived value of your product – in other words, what do you want the price to say about your product. Is your product a luxury, standard, or low-cost option? You can then target your advertising messages very specifically to these different price points. Coupons, discounts, offers, and packages that are popular in your market are also great options.

Example price point questions

  • What do competing products cost? This question is a good starting point for market research and determining the price range for your product.
  • How much are your customers willing to spend? If you take into account how much your potential customers are willing to spend, you can set a price ceiling.
  • Can there be multiple price points for your product? Offering multiple price points for different subscription or product levels can help you reach a larger audience.
  • What does your product cost to produce? Based on the cost to produce a product or provide a service, you can determine your profit margin.

If the pricing is right for your product, you should sell it at a price that is affordable to the target customer and still generates a profit.

The third P: “Place” – the location.

The third tool in marketing is place. This term describes where you are in relation to your customer and where you need to place your advertising to reach your target audience. You don’t have to be a master strategist to know that a physical product or service must be available where potential customers live, shop and work. But location also plays a role in marketing strategy. If you run a brick-and-mortar store, you can’t expect customers to come from far and wide to buy your product. Of course, common marketing methods will always prove effective, but local search engine optimization, advertising in local newspapers and co-sponsoring community events may yield a higher return on investment. This principle also applies to identifying your online target audience. For example, if you’re targeting Generation Z social media influencers, you’re likely wasting valuable budget by advertising on portals that cater to older audiences, such as Facebook or LinkedIn.

Example location questions

  • Where does your target customer buy similar products? To determine the best place to sell your product, consider whether your potential buyers will buy it in a store, at a conference, online, etc.
  • Where is your customer located? Knowing where your customer lives or shops is an important aspect of designing a marketing strategy.
  • Are you targeting businesses or consumers? Deciding whether you sell directly to individuals or to business customers will make it easier for you to decide where to sell the new product.
  • Where are your competitors selling their products or services? Just take a cue from successful competitors to figure out where you should sell your products. This is because they are a good indicator of which location(s) will be the most successful.

The last tool in marketing stands for advertising. The product is what you sell, the price is the amount you sell it for, the location indicates where you sell it, and advertising is how you promote sales. When developing your advertising strategy, consider how you want the advertising message to be perceived. Does the brand come across as witty and clever, classy and luxurious, or more serious and intellectual? Determine the language of your brand, and stick to it consistently in all your marketing efforts. You should also find out which messages are well received on the various portals. A multi-paragraph post will be ignored on Facebook or Instagram, but can be a great SEO opportunity for your blog. You may be targeting audiences that use both LinkedIn and TikTok, and you may even be able to spread the same message across all channels. However, you should adapt the format of the content to each platform.

Example of questions to ask about advertising

  • Who is your target audience? Be clear about who you are talking to so you can decide which expression and tone of voice will come across best.
  • How do you want your brand to be perceived? Consider what brand identity makes sense for your product and industry.
  • What media does your target audience use to consume information? Don’t ruin your message by advertising in the wrong place.
  • How do competitors advertise their products? If you use your competitors as guinea pigs to experiment with advertising, you can find out what works well and learn from their mistakes.
  • Can you profit from seasonal fluctuations?If the behavior of the target group changes drastically from summer to winter, it is advisable to devise different marketing strategies for the different seasons.

4P or 7P marketing: where the difference lies

The 4 Ps made their debut in a book called Basic Marketing: A Managerial Approach, published in 1960. Although the 4 Ps are just as applicable today, the original marketing mix did not take into account the factors of today, such as the unique challenges of online marketing or the enormous variety of products. That’s why some marketers like to use an expanded list that includes three additional Ps: “People,” “Physical Evidence,” and “Processes.”

The 7 Ps in Marketing

The 7 Ps in marketing include the original four (“Product”, “Price”, “Place”, “Promotion”) plus three more: “People”, “Physical Evidence” (objective evidence) and “Processes” (processes).

  • Here are People stand for the team in the company and the individual employees who provide services or sell products. The important thing here is to impress potential customers with excellent customer service, because for many people, how they feel about the product is inextricably linked to their buying experience.
  • An objective proof is proof that the claims and statements you make in your marketing and advertising materials are true. This can include customer reviews, case studies, and testimonials that show the target audience that existing customers are satisfied with the product.
  • Process Refers to the transportation and delivery of the product. Word-of-mouth is one of the most effective forms of advertising. Therefore, investing in safe and fast delivery, a pleasant buying experience, and efficient customer care are real investments in marketing.

The 4 Ps put marketing campaigns on the right track

The 4 Ps can’t just be implemented on the side. To be effective, the 4 Ps must be built into every step of a marketing campaign. From the initial organization phase to the campaign launch, the 4 Ps should be applied at every step in the marketing strategy. Free template: campaign management To get your business off to a good start, you should turn to a business plan template. This will give you a solid foundation for your business strategy – and with just a few clicks, you can use Asana’s free business plan template. Use template


Recommended apps

Here’s the scenario: You’ve come up with the most brilliant business idea ever in the shower. You would love to start implementing it right away, but you haven’t worked out a plan yet. To implement your idea, you need start-up capital, but the bank wants to see a detailed business plan. And that’s exactly what we would like to help you with in this article.

What is a business plan template?

A business plan template is a guide that helps you structure your ideas. Our free business plan template will help you create your business from scratch or expand your existing business to a new market. Our business plan template helps new entrepreneurs capture the information they need to create a roadmap for the next three to five years. The goal here is to create a comprehensive business plan for internal and external use. Internally, the business plan provides team members with a clear understanding of their goals and how they will be achieved. Externally, leaders in your company can use the plan to raise capital and secure investor support. Whether you are starting a business for the first time or have created numerous business plans for startups: Our business plan template is a great starting point for everyone.

What is the composition of a business plan template?

Our business plan template is designed to outline a company’s goals for the next three to five years. If you use our template to do this, you can put all the important information you need for your business plan there. This includes:

  • Company Description: Things like your executive summary, your mission, your company’s vision statement, and the biography of the company’s founder.
  • Products and Services: An overview of what your business offers, including all major products and services. This may include documentation on how your products were developed, screenshots or prototypes, and pricing.
  • Marketing plans: An overview of how you plan to market your product. Include information in this section such as a SWOT analysis, results of your target market research, and brand positioning.
  • Financing Plan: Key information regarding financing, such as a balance sheet, break-even analysis, and your cash flow projections.
  • Information about the company’s governance and business structure: This includes data on the company’s founders, management team, and board of directors.

How to use our free business plan template

Using the free business plan template is simple: just create a new project using our free template. Then add the appropriate information for your specific business plan in each section. If you want to add more information to your business plan, you can add as many new sections, custom fields or tasks to this template as needed.

Included features

  • Goals. In Asana, your goals are directly linked to the specific work required to achieve them. This allows team members to see what they are working towards. Unfortunately, goal setting and the underlying work are still separate in many organizations, but by linking your team and company goals to the associated work, you give your team members real-time insight into how their work contributes to the success of the entire team – and company. This gives teams a better basis for decision-making and enables them to identify projects that further the company mission and prioritize work that delivers measurable results.
  • Reporting. This Asana feature translates project data into visual charts and easy-to-understand diagrams. By making reporting where all tasks are captured, you can eliminate duplicate work and reduce unnecessary back-and-forth between different apps. And because all of the team’s work is already in Asana, you can pull information from the specific project or team to get an accurate big picture of everything that’s happening in a single place.
  • Milestones. Milestones represent important milestones for the project. They tell team members and project stakeholders how far you have progressed with the project. Think of milestones as opportunities to celebrate the small successes along the way to the big project goal.
  • Project overview. The project overview is your one-stop shop for all important project context. Give your team a bird’s eye view of the what, why, and how of your project work. Add a project description to define the collaboration in Asana. Then share all the important resources and context like meeting details, communication channels, and project briefings in one place.

Recommended apps

  • Microsoft Teams. With the integration of Microsoft Teams and Asana, you can search and share the information you need without leaving Teams. Simply connect your conversations in Microsoft Teams to action items in Asana. You can also create, assign, and view tasks during a meeting in MS Teams without switching browsers.
  • Slack. All ideas, requests, and action items from Slack can be captured directly as tasks or comments in Asana. This turns short questions and mentioned actions into tasks with responsible people and clear deadlines in no time. Easily capture work steps so requests and to-dos don’t get lost in Slack.
  • Google Workplace. With Google Workplace’s file picker integrated into Asana’s task pane, you can attach files directly to your tasks in Asana. Attach any files from My Drive with just a few clicks.
  • Gmail. With Asana integration for Gmail, you can create Asana tasks directly from your Gmail inbox. Any tasks you create with Gmail will automatically include your email content, so you won’t miss anything. Need to reference an Asana task while composing an email? Instead of opening Asana, you can easily use the Asana add-on for Gmail to search for that task directly from your Gmail inbox.


How do I create a business plan template?

Instead of creating your business plan from scratch, you should turn to the free Asana template. Once you have the template in front of you, you can add actual company-specific information such as the business model, company name, address, mission statement, value proposition, and target audience. By adding this data to your template, you won’t have to start over every time you create a new business plan.

What items should I include in my business plan template?

Business plan templates typically consist of five sections: a business description, products and services, a marketing plan, basic governance and business structure information, and your current financial plan.

How comprehensive should my business plan be?


  • The simple answer: as comprehensive as necessary. The detailed answer: your business plan should describe how you will run your business in a way that potential investors can understand. The goal of a business plan is to describe your business strategy for the next three to five years. Therefore, all important operational, financial and strategic information should be included.

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When you’re ready to hit the ground running with a new product, a new team, or even a new business, strategic planning templates can help you focus solely on your essential tasks. Create template

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