The 4 P’s of Marketing Aren’t Enough Anymore!


4 Ps of MarketingEveryone knows the 4 P’s of marketing…

  • Product
  • Promotion
  • Price
  • Place

But Gino Biondi, vice president of sales & marketing at Zenith Products, has suggested that the 4 P’s of marketing aren’t enough anymore.  Instead, he believes it takes a baker’s dozen of P’s to represent the many facets of product, channel and brand marketing.

Gino’s 13 P’s of marketing are…

  • New Ps of MarketingPerformance
  • Product
  • Place
  • Placement
  • People
  • Projection
  • Programming
  • Packaging
  • Public Relations
  • Promotion
  • Proliferation
  • Price
  • Positioning

P #1: Performance

No marketing plan is worth its weight without specific and measurable metrics and goals.

  • Profit
  • Sales
  • Share

Performance should be the first P.  It lets you know how the brand is performing and allows you to set performance goals.

P #2: Positioning

This P establishes the brand road map.

  • Relevant and meaningful consumer Insights
  • Attributes
  • Functional benefits
  • Reasons-to-believe
  • Emotional benefits
  • Brand essence
  • Brand character
  • Brand tone
  • Iconology

P #3: People

The idea that there are multiple targets to consider is the basis of this P.

  • Primary bull’s-eye consumer – demographic, psychographic, attitudinal, & behavioral
  • Secondary target purchasers or influencers – moms, kids, teachers, doctors, etc.
  • Stakeholder customers/retailers/resellers – If they don’t carry it you can’t sell it.
  • Sales professionals, installers, service people – sales people like to sell it, the installer prefers to hook it up and Customer Service likes to take the calls.
  • Internal employees – passion and word of mouth gets generated internally first.

P#4: Product

Product is the foundation of the Brand.

  • Tied to the Positioning key attributes
  • Differentiated key benefits
  • Innovation
  • Cost base versus your competitor
  • Volume
  • Meeting/exceeding quality expectations

P#5: Packaging

Packaging can be the most impactful marketing tool.

  • Form is a key communicator and provides key benefits – an upside down bottle of ketchup changed the industry and mustard, mayo, shampoo…
  • “Green” packaging or wasteful materials impacts attitudes.
  • Quality has an emotional response – sloppy fit and finish or crooked labels says a lot about the brand
  • Graphics  need to be compelling – authentic, modern, innovative, nostalgic, youthful, serious, fun
  • Services too – trucks, vehicles and uniforms.  Think Molly Maid, Geek Squad, UPS, Even name tags on a store clerk

P #6: Proliferation

How far should the brand extend is the thought behind this P.

  • Product proliferation can be key to distribution, shelf expansion or consumer needs
    • Flavors, varieties, colors, fragrances
    • Promotions, seasonal
  • Proliferation can be bad!
    • It creates operational complexity and increase the risk of underperforming SKU’s
    • What is the supply chain tolerance level in your company?
    • Non-value added features add cost that may not be recovered
  • Customer exclusivity may require SKU proliferation as well.

P #7: Promotion

This famous P should get a narrower view.

  • All brands need promotion strategies for both consumers and customers
  • Relatively short-term or loyalty building vehicles
    • To prevent switching to another competitor
    • To induce switching from a competitor
  • Promotion can be used to create excitement around seasonal opportunities.
    • Halloween, Spring cleaning, Back-to-School, Tax time
  • Create brand excitement and pull-through
    • Sweepstakes, contests, themed events

P #8: Projection

Brand Communications is the theme of this P.

  • Translating positioning into compelling creative and copy
  • Integrated Marketing is at the core of Projection
  • Every medium is different and how you use it should be treated uniquely
    • Mass media
    • TV, print, radio
    • Digital
      • Social media platforms (like Facebook, Twitter, Pinterest, YouTube)
      • Blog posts
      • Internet, web site, viral, e-commerce
      • Direct, outdoor, mobile, event
        • Sports marketing, sponsorships, entertainment
  • Consider ethnic audiences as well

P #9: Public Relations

PR is the cherry on top of the cake.  When fundamentals are in place PR creates a genre for the brand.

  • Cause-related marketing (charities) – Breast Cancer, Victory Junction Gang, Habitat for Humanity
  • Major relevant events – hurricanes, storms, earthquakes, anniversaries, milestones
  • Word-of-Mouth
  • More realistic and relevant with real user or third-party endorsements.
  • Spokespersons

P #10: Programming

This P tackles media choice.

  • How much should be spent on media?
  • How much should be allocated to the different mediums?
    • TV
    • Digital
    • Print
    • Radio
    • Outdoor
    • Direct
    • Non-traditional

Be sure to measure the effectiveness of each medium.

P #11: Price

Price has multiple components and needs unique strategies and plans for each.

  • List pricing
  • Everyday Low Price (EDLP)
  • High/Low pricing
  • Hybrid EDLP with opportunistic promotions

Critical to the decision is your channel and customer strategy, competitive situation, portfolio mix and consumer pricing sensitivity.

P #12: Place

With this P you need to think broadly…from global, to region, to channel.

Global: International challenges require putting the previous P’s together to determine the merits and overall strategy of succeeding on a global basis.

Region: Regional differences do exist.

  • Economic, climate, culture, population, etc.

Channel: Requires deep analysis to determine trade-offs and if presence is needed.

  • Club, mass, home improvement, grocery, convenience, sporting, industrial, electronics, specialty, hardware, dollar, drug, distributors, office, etc..

P #13: Placement

Gino considers this to be a bonus P that considers the ideal place in the store where products and services should be located.

  • How do you get it there?
  • Front  or back
  • Which direction from the aisle?
  • On the counter or checkout?
  • Near adjacent categories?
  • Near complimentary purchase categories?
  • Which position on the shelf?
    • Quality
    • Brand block
    • Size
    • Variety

By thinking through Gino Biondi’s 13 P’s of marketing, you will thoughtfully consider your brands range of options and maximizing your marketing effectiveness.

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6 thoughts on “The 4 P’s of Marketing Aren’t Enough Anymore!

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