4Ps of marketing, Uses, and Examples

4Ps of marketing

Last Updated on April 4, 2022 by Team Experts

Marketing is all about standing out and grabbing the attention of the right audience. The 4Ps of marketing has been a standard in marketing theory for years. The basics of the marketing mix is that it is a tool for businesses and marketers to use when designing and planning marketing strategies for their businesses and products. 

Using this approach, you can find out the effectiveness and reach of your marketing plan and make it more useful.

This article will look at what the 4Ps are, how they are used, and some examples of how they are being used to promote products and services.

What are the 4Ps of marketing?

The 4Ps of marketing is a model for enhancing the components of your “marketing mix” – the way in which you take a new product or service to market. It helps you to define your marketing options in terms of price, product, promotion, and place so that your offering meets a specific customer’s need or demand.

Essentially, the 4Ps serve as a reminder that there are four important variables to consider when developing an effective marketing strategy.

Each element is crucial in its own right and needs to be given due focus.

While these variables are mostly independent of each other, there may be some overlap or need to tweak one for the benefit of another.

Understanding the 4 Ps

In the field of marketing, there are many researchers and professors who have contributed to the development of marketing theory. One of the most important people is E. Jerome McCarthy, who developed the concept of the 4 Ps in the 1960s. The 4 Ps have been used by marketers throughout the world ever since.

The 4 P’s consist of product, price, place, and promotion. These are categories that can be used to define all aspects of a marketing mix for a product or service. They can be tailored for individual situations, but they’re often simply used as a checklist to make sure that nothing has been missed when planning a new project.

How the 4 Ps Work

Now that you understand the basics of the 4Ps, it’s time to look at how they work together.

The 4Ps are usually used as a framework for marketing decision-making.

For example, let’s say you’re planning to launch a new product. You would start by thinking about what product you want to offer, then move on to setting a price, choosing a place to sell it, and figuring out how to promote it. This process can be helpful in making sure that you haven’t missed anything important when planning your marketing strategy.

It’s important to note that the 4Ps are not set in stone — you can (and should) adjust them as needed.

For example, if you decide to lower your price, you might need to adjust your advertising budget to make up for the lost revenue.

Or, if you’re expanding your product line, you might need to find new distributors or change your place strategy.

The important thing is to be aware of the 4Ps marketing matrix and how they work together.

There are many different ways to use the 4Ps, but one of the most popular is the marketing mix. The marketing mix is a tool that helps marketers plan and execute their marketing campaigns. It’s made up of the four elements of the marketing mix: product, price, place, and promotion.

The marketing mix can be used in any situation where you need to plan a marketing campaign.

What are the 4 Ps of marketing and examples?

The 4 Ps of marketing are product, price, place and promotion. These are the key elements that must be united in order to effectively foster and promote a brand. In this post we’re going to look at each of these elements, explain their importance and share some examples.


Product is king! The product is what the customer is coming for, it is the reason your business exists and it’s what you sell. Your product could be a tangible item like a laptop or coffee mug, a service or even an intangible item such as experiences or information.

For example, a popular food delivery service in Dubai called Delivered offers plenty of tasty products for its customers. However, it also offers an experience that other third party food delivery apps don’t – fast deliveries and exclusive restaurant deals.


The price is what you charge customers for your product or service. There are many things that affect your pricing strategy including cost of materials, projected profit margins and competitor prices.

A great example of price strategy is IKEA who use price anchoring to tempt customers into buying more than they intended to. One way they do this is by selling items at cheaper prices than their competitors with the aim of making up the difference in sales volume. They also sell items individually and in bulk, catering to different customer budgets.


Place is all about distribution and logistics; it’s making sure your product is in the right place at the right time for the right people. This includes choosing the right channels through which to sell your product, as well as considering things like warehousing and delivery.

For example, a company that sells scented candles might choose to sell their product online (e-commerce), in stores that sell home goods, or in high-end department stores. Another company might choose to sell their product through a distributer who will sell to smaller stores in a specific region.


Last but not least, promotion is how you get the word out about your product or service. This includes advertising, PR, social media and word-of-mouth marketing.

A great example of effective promotion is Nike. They use a variety of channels to promote their products including TV commercials, social media campaigns, and celebrity endorsements. Nike also does a great job of creating a brand identity that is instantly recognizable and associated with positive attributes like success, determination, and athleticism.

How do you use the 4 Ps of marketing? 

Let’s look at each element of the marketing mix and how it can work for your business.


When it comes to the product, you need to think about what your business offers and how you can make it stand out from the competition. You also need to consider what the customer wants and needs. Do your research and make sure you’re offering something that meets those needs.


The price is all about finding the right balance between what the customer is willing to pay and what you need to make a profit. You also need to consider things like cost of materials, overhead costs, and competitor prices.


The place is all about making sure your product is in the right place at the right time for the right people. This includes choosing the right channels to sell your product, as well as considering things like warehousing and delivery.


You need to think about how you’re going to get the word out about your product or service. This includes advertising, PR, social media, and word-of-mouth marketing.

Think about which channels will work best for your business and how you can create a campaign that’s memorable and engaging.


The 4Ps of marketing are an essential part of any marketing campaign. By thinking about each element of the mix, you can create a campaign that’s well-rounded and effective. Keep the customer in mind with everything you do and you’re sure to be successful.

Read more: Have You Heard? 7 Myths About App Marketing


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She has over 7 years of experience writing about technology, education, digital marketing, general and business. Her experience in the tech industry (fieldengineer, wowtechub, techsprohub, techinfobeez) has taught her how to write engaging, informative content that makes complex issues accessible to a wide audience. Follow her on Linkedin

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