Steve Jobs once said, “Master the topic, the message, and the delivery.” What did he mean by this? Is this another generic business advice? The short answer – no, it isn’t. Steve Jobs is trying to convey that a business is more than just its products and services but also how it communicates and reaches out to its customers. In short, it’s marketing. Despite being one of the most crucial components of a business, the marketing world is complicated and throws away the one-approach-fits-all concept out of the window. What may work for brand X may not work for brand Y, even if they are operating in the same field.

While we can agree that there is no concrete way to tell if a particular marketing strategy will work or not, there are a few guidelines to help you navigate through different hurdles in the current marketing landscape. Today, we turn our attention to the four P’s of marketing and why they are such a crucial part of the marketing mix.

Without further ado, let’s dive into the crux of the matter – the 4 P’s of marketing.

What are the 4 P’s of Marketing?

If you are a marketer or aspiring to become one, you probably know that marketing is a combination of strategic campaigns, research, creativity and communication. The 4 P’s of marketing are the key elements of any marketing campaign. The 4 P’s of marketing are product, place, price, and promotion. These elements serve as a foundation for all types of marketing campaigns for both, product-based and service-based companies.

Now, let’s understand each element in detail.

Understanding the 4 P’s of Marketing

If you have ever studied at a business school, you may be familiar with the 4 P’s of marketing. That said, revisiting the four pillars of marketing is never a waste of time whether you are a seasoned marketer or a rookie.

This section examines the 4 P’s in marketing strategy to help you understand what they are and why they are so important.


Let’s say that the products or the services are the real heroes of the business you are trying to sell. Without a product, you have nothing to sell. This is why marketers must know the ins and outs of a product before they can craft a marketing campaign. Additionally, marketers also need to understand how their product or service will help their customers and determine how their product is different from their competitor’s product.

While it could take time, it is crucial to get an in-depth understanding of your product as it gives your advertising and branding – a clear path.

Product Example – A mobile application like a food delivery app is a good example of a product. The company can then decide the different tiers of service they are willing to offer based on their research.


Pricing is one of the key factors that have a direct impact on a consumer’s purchasing decisions. Pricing is nothing but the cost of the product or service on offer. Before you can determine the selling price of a product, it is important to determine how you want your potential customers to view your brand and products. Are you offering a premium product or something that is budget-friendly? Naturally, if you are positioning yourself as a premium brand, the pricing will be on the higher side. Additionally, your pricing strategy will also set the tone for your lead generation tactics.

Price Example – Free delivery up to 5 kilometres. $1 per additional kilometre. In this scenario, the pricing can be determined based on various factors including promotional costs to market the app, competitor pricing, payouts to delivery executives and restaurants, and more.


Where are you planning to sell your product or service? Is it an online or an offline business? Where will you market your products? These are the questions that will determine the ‘place’ of your marketing strategy. Again, you need to establish whether you are a premium or a budget-friendly business to find the right place to position your product.

Place Example – Let’s say that the business promotes its food delivery app on social media and in the newspaper. However, before they do that, they need to determine why those channels are preferred over other alternatives.


Promotion primarily refers to how you communicate with your potential customers. While offline promotions are conventional and often time-tested, they are still effective in today’s day and age. That said, it wouldn’t be wise to sideline the digital channels either as a significant chunk of your target audience is online.

Search engine optimisation (SEO), content marketing, performance marketing, email marketing, public relations (PR), and social media are some of the most effective ways to promote your products digitally. You can also opt for traditional channels including radio, newspaper, and television ads, depending on your budget, the demographics of your target audience, and how you expect people to interact with your business.

Promotion Example – The food delivery app has partnered with some local and international influencers instead of conventional celebrities. The brand needs to figure out why influencers over known celebrities and why this promotion strategy will work.

How to Use the 4 P’s of Marketing

Create a framework or a – template using the 4 P’s of marketing which you can always fall back on for all your marketing campaigns.

Here’s how you can use the 4 P’s of marketing.


  • How is my product unique? What makes it stand out from my competition
  • What is the design and how will my customers use it?
  • How does my product solve a problem?
  • Does my product align with my brand’s communication and mission?
  • What aspect of my product can frustrate my audience?


  • What does the price of my product say about my brand and the product?
  • Who is my target audience? How does the pricing affect my brand’s perception?
  • Have I considered the marketing and lead generation structure while pricing my product?


  • Who is my target audience?
  • Where are they most likely to see my promotion?
  • What type of content or messaging resonates with them?


  • Where should I sell my product? Online or offline.
  • Can I promote my products outside the country or the region my business is based in?
  • Which digital channels should I use to promote my product?

Parting Words

Marketing has evolved and how. From age-old – channels to modern and sophisticated digital avenues, we have seen a remarkable transformation – how brands market their products and communicate with their target audience. That said, the 4 P’s of marketing have stood the test of time and still remain one of the strongest foundations of marketing campaigns today.

We hope you have a fair understanding of the 4 P’s of marketing after reading this blog. The ball is now in your court. What’s stopping you from crafting an effective marketing campaign?


Which of the 4Ps is most important?

Price is the most important component of a marketing mix according to thousands of marketers worldwide.

Why are the 4Ps outdated?

While many businesses continue to use this traditional marketing theory, many marketers have criticised it for being outdated and not relevant in today’s landscape.

Who popularised the 4 Ps?

Neil Borden, a professor at Harvard University, popularised the 4 P’s of marketing.

How has marketing changed from the four Ps?

The four P’s of marketing introduced a framework for marketers to work with, transforming marketing for years to come.

What is the difference between 4 Ps and 7Ps?

While the 4 P’s are apt for product-based companies, the 7 P’s are more relevant for service-based businesses.

If you have any queries or suggestions feel free to send an email on [email protected]