4P 4C Marketing Strategy



The 4P 4C marketing mix is an important business tool that allows companies to manage the external factors that influence the success of their product or service. This framework poses four general questions related to Pricing, Product, Promotion, and Place. By answering these questions, businesses are able to identify key opportunities and design strategies around them.

The 4P’s are one of the most well-known models used in marketing, but it’s worth exploring how this concept was improved upon with two additional ‘C’s – Cost and Customer. Adding cost to the original mix helps managers better understand how a product or service can be competitively priced while placing customer at the center ensures the strategies focus on delivering value and insights which matter to target consumers.

Cost speaks for itself – what is a viable pricing model from both a potential customer point-of-view as well as from margin perspective? What type of resources need to be invested and what should be the payment models? Answering these questions is absolutely essential for successful operation in today’s competitive markets since pricing plays a key role in decision-making when it comes to products and services.

Customer deserves special attention within the mix since all business decisions should revolve around who will actually benefit from product or service – understanding customer needs and preferences helps companies optimize their strategy accordingly. Identifying different segments of customers along with their perceived needs and motivations is important here – based on this insight marketers can tailor various aspects such as downsized packages for more price sensitive customers, international shipping options for overseas clients etc. Additionally, personalization can play a crucial role when it comes to communicating with target customers and delivering messaging which resonates efficiently with them.


Product is one of the four essential components of the 4P 4C marketing strategy. In this section, we’ll discuss the various aspects of product, such as product features, development and placement.

Product is the physical or virtual item that your company provides to meet the needs of your target market. For example, a software company might offer a specific software program to meet a need of their customers. In the 4P 4C marketing strategy, your product should be clearly defined and be tailored to meet the needs of your target audience.

Identify target audience

When evaluating a 4P 4C marketing strategy, it’s essential to start by identifying who the target audience is. This helps to define and tailor the individual elements of the strategy to meet the specific needs of that particular group. In other words, each part of the 4P 4C marketing approach should be formulated with a single goal in mind: to attract, engage and convert your target customers.

Identifying the target audience will help refine all aspects of your strategy from product development and pricing models to promotional campaigns and distribution channels.

Once you’ve identified who you want to target, you can begin segmenting them further into categories such as age, gender and location. This allows you to create a more in-depth understanding of their unique preferences and traits. With this information you can then create different strategies for each segment and apply relevant messaging throughout your entire 4P 4C campaign. A well-defined target audience will help create an effective marketing message that is more likely to capture their attention and drive sales growth.

Develop product features

While developing a product, it is important to consider what features the product should have in order to satisfy consumer needs. The Four Ps of marketingProduct, Price, Promotion and Place – can help guide decisions related to the features of a product. In addition, the Four CsConsumer Needs and Wants, Convenience, Cost and Communication – can be used to identify what characteristics will meet consumer expectations.

Product features should also consider consumers’ likes/dislikes as well as perceived benefits from owning or using the product. To support these features, research regarding market trends, customer feedback and competitive offerings should be collected and analyzed.

Product development teams often use tools like brainstorming and focus groups to generate ideas for new products or create innovative feature sets for existing ones. Additionally, technology advances and emerging markets offer companies abundant opportunities to create or enhance their products with interactive capabilities that capture consumer attention in novel ways.

When deciding on product features it is important to consider what distinguishes a product from a competitor’s offering while focusing on delivering value primarily through quality as opposed to just price competition. As products evolve it is essential that cost efficiencies are developed in tandem with feature enhancement so that costs are not adversely impacted by unnecessary complexity which may deter instead of attract consumers.

It is ultimately up to each company or brand as far as how much time and resources they put into developing their part of the overall 4Ps 4Cs marketing strategy story when launching or repositioning a product that already exists in the marketplace.

Determine pricing strategy

Pricing strategy is a fundamental part of the 4Ps of marketing- product, place, promotion and price. It is therefore important for businesses to consider pricing strategies carefully. Prices need to be set high enough to ensure a profit, but competitive enough so customers buy from you.

When considering pricing strategy options, it is important to keep in mind the target market that has been identified and the product or services offered. Depending on the type of business, these strategies might include:

  • Marking up prices relative to production costs (cost-plus approach)
  • Having an introductory low price as an incentive for potential customers (penetration pricing)
  • Charging a premium rate due to uniqueness or brand awareness (premium pricing)

Additionally, within each of these approaches there are multiple variations based on customer characteristics such as segmenting potential customers into tiers. That way those who are willing and have spending capacity can pay higher prices while those who cannot can wear lower prices instead.

Businesses should also observe competitors’ pricing and adjust accordingly if needed in order to remain competitive in their respective markets. The end goal being to establish a pricing strategy that maintains profitability for products or services as well as value for customers.


Place is an important factor in the 4P 4C marketing strategy that promotes the products and services of an organization. Place covers the physical presence of the business, including the regional market where it is offered, the mode of delivery and the final destination of the goods or services.

It is important to have a proper place strategy in order to have an effective marketing strategy. Therefore, this section will discuss the importance of place in the 4P 4C marketing strategy:

Establish distribution channels

A distribution channel is an essential component of the 4P model of marketing. It is the means by which a business makes its product or service available to the consumer. In today’s competitive market, establishing and maintaining effective distribution channels for your product or service is essential for success.

The primary considerations when choosing a distribution channel are cost, convenience, accessibility and availability. While choosing a possible distribution channel you must consider how best it fits with your strategic marketing plans as well as your other suppliers, partners and customers. When deciding on which channels would be most effective and profitable in delivering products to consumers there are several considerations:

  • Location-based outlets: Are they near or far away from consumers?
  • Chain stores: Are they in retail locations or online?
  • Distribution networks: What types of relationships already exist between these distributors and wholesalers?
  • Public relations relationships: What reputation do these industry representatives have in the marketplace?
  • Trade agreements: Will there be any additional costs for special trade arrangements?
  • Closeout sales opportunities: Could closing out limited quantities prove lucrative within certain markets?

Ultimately, each business needs to explore all potential options to determine which balance of cost, convenience and accessibility will be the most advantageous for that particular market. Establishing successful distribution channels creates vast opportunities for future growth potential within an individual industry or across global markets.

Identify target markets

Successful businesses must identify their target markets by leveraging market segmentation and understanding the customer needs and wants. With careful market segmentation, a company is able to define its market on the basis of several criteria including: age and gender, geography, lifestyle aspects or personal values.

By categorizing markets based on these criteria, companies can begin to determine their target audiences.

To identify potential target markets effectively, a business must develop an understanding of the customer base concerning what services or products they are likely to purchase. This will help create a profile that outlines each segment’s needs and expectations as well as their spending habits. At this stage, it’s important to ask questions such as: Who is our ideal customer? What do they value? What do they need/want?

The answers will determine how best to package and promote products or services so that they are attractive to potential customers in each specific segmented group. Knowing what matters most to the customers in any given category ensures that businesses can customize marketing campaigns and messages for maximum effectiveness. This, in turn, will help drive sales conversions for long-term success.

Determine promotional strategies

Promotional strategies are used to address the different elements of a 4P/4C marketing strategy. For each element, generally a different type of promotional tool will be used, and creative ideas must be incorporated in order to make promotions more appealing and effective.

The 4P’s in the 4P/4C strategy are Product, Price, Place and Promotion. Place involves the distribution channels utilized by an organization for its products or services to reach their target audience and it includes both physical outlets such as stores or warehouses as well as virtual tools such as website and apps. To determine an adequate promotional plan for this element of the strategy, it is important to consider the elements that will best reach target consumers through such channels and promote product awareness.

For example:

  • Online commercials or targeted ads on websites (Google Ads or Facebook Ads)
  • Organizing promotional events at store fronts
  • Creating email campaigns with seasonal specials or discounts
  • Product display activities at supermarkets and shopping malls
  • Partnering with retailers in loyalty programs
  • Setting up specific distribution channels (i.e. partnering with particular vendors)


Promotion is one of the four components of the 4P 4C marketing strategy. Promotion refers to any activity that communicates a product or service offering to potential customers. It is used to create brand awareness and generate interest in a product or service.

Promotion can be a powerful tool when used effectively, so let’s take a look at how you can use it to your advantage.

Develop promotional messages

Developing promotional messages is a critical component of growing your business. Promotion covers the main elements of marketing, namely, product, price, place and promotion (the 4Ps), as well as customer needs, features, Loyalty and relationship building (the 4Cs). The goal is to create comfortable messaging that informs customers about the benefits and values of the products or services you offer in order to motivate them to buy them. It’s important to research different types of messages that you can use in your promotional efforts in order to effectively reach target audiences such as television commercials or print advertisements.

A well-crafted promotional message should include the following elements:

  • A story line which states why this product/service should be purchased.
  • Identifiable characteristics of the target audience.
  • Specific benefits offered by the product/service.
  • A clear explainer or call-to-action which tells customers how they can purchase it.
  • Compelling visuals which are eye-catching and draw attention.

You must also consider using emotion, humor or surprise tactics when creating a message for your target audience to add value and engage with customers. Additionally, keep in mind that when creating a promotional message you want it to be within style guidelines that you have set for all communications from your organization so that it is easily recognizable by consumers.

By considering these key features in message development and developing a comprehensive communication strategy for promotion, you can ensure successful customer outreach as part of an effective 4Ps 4Cs approach.

Select promotional channels

Selecting the appropriate promotional channels for your product or service is an essential step in launching and executing a successful 4P 4C marketing strategy. You should consider a combination of traditional and digital advertising methods, including:

  • Radio advertisements
  • Television ads
  • Print media (magazines, newspapers)
  • Outdoor billboards or signs
  • Direct mail campaigns
  • Text messaging
  • The increasingly popular electronic mediumswebsites, email campaigns and social media platforms such as Facebook.

For each of these channels you should carefully assess their ability to effectively reach your target audience in terms of cost efficiency and effectiveness. You should also consider such factors as the audience demographics (target population) as well as whether they’ll provide viable mediums for delivering specific messages that synchronize with your overall communications strategy.

Selecting the right promotional channels can ultimately make all the difference when it comes to increasing sales conversions while optimizing overall budget spend. Be sure to research and test each channel before making any definitive decisions and continue to track results afterwards so you can interpret their success in terms of functional ROI (Return on Investment).

Analyze effectiveness of campaigns

Gathering data and recognizing the elements of a successful campaign is key to analyzing its effectiveness. Your team should monitor the success of various campaigns by breaking down the 4P’s and 4C’s. The 4P’s – product, price, place, promotion – are all aspects which contribute to a successful campaign. Additionally, focusing on consumer opinion through he 4C’s – consumer demand, consumer value, convenience and cost – allows businesses to detect areas in which a campaign can be improved upon.

  • Product: Assess your product or service based on performance in the market – what worked well or didn’t? Are people buying according to your expectations? Consider customer feedback as well as sales numbers when analyzing your product’s success.
  • Price: Evaluate how consumers respond to pricing. Are consumers drawn towards sales items or certain promotions that make them feel they are receiving great value for their investment?
  • Place: Determine whether the right customers have been reached with this campaign. Creating an effective distribution channel or getting products advertised on platforms where customers already exist are important components of successful campaigns that should not be overlooked.
  • Promotion: Analyze different methodologies for advertising- did people respond better to online ads than to traditional types? Was there more engagement through press releases than through email blasts? Taking into account how customers interact with your message can help reveal what was effective and what didn’t work so well during this particular campaign.
  • Consumer Demand: Recognize customer needs and desires by gathering feedback from existing and potential clients – both directly via surveys or focus groups and indirectly via website visits or social media follows/shares/tweets/etc. This will help you determine how you need to adapt your product offerings in order for users to gain full value from their purchase experience.
  • Consumer Value: Understand what offers provide more added-value than others by constructing relevant offers – such as seasonally related promotions – that target precisely specific customer segments rather than distributing coupon codes indiscriminately across platforms hoping it’ll reach its intended audience. People generally select alternatives that offer them something extra in return for using their hard earned money; make sure yours are properly tailored!
  • Convenience: Gauge if it was easier for customers to obtain access to the services provided by evaluating past campaigns; determine if customers had any difficulty engaging with the promoted offerings or services due its complexity when specifying details or instructions needed before purchase completion is made on any given platform.
  • Cost: Observe if they were partial towards certain payment options compared against another; perhaps certain countries responded better when given access only with PayPal while another preferred debit cards over credit cards when completing transactions? Depending on who is targeted you may find interesting variations that can totally transform user overall shopping experience!


Price is an important element in any successful marketing strategy. It gives customers an indication of the value they will receive when they purchase a product or service. It is important to review and evaluate the pricing strategies that are being used in the market and to ensure that they are competitive.

In this section, we will take a look at the various pricing strategies and their benefits as it relates to the 4P 4C marketing strategy:

  • Pricing to Market
  • Price Skimming
  • Price Discrimination
  • Penetration Pricing
  • Dynamic Pricing
  • Value-Based Pricing

Determine pricing objectives

When it comes to setting prices for products, there are several key factors that should be considered. It is important to develop pricing objectives in order to effectively allocate resources and create an effective pricing strategy.

Some typical pricing objectives include:

  • Maximizing profits: This is the most common pricing objective where the focus is on generating the highest amount of profit per unit sold.
  • Increasing market share: This involves undercutting competitors’ prices in order to increase market share.
  • Minimizing costs: A company may set prices that reduce their material costs or labor costs as much as possible.
  • Minimizing price variation: Companies may try to keep prices consistent across all channels in order to promote customer loyalty and satisfaction.
  • Price stabilization: Retailers may use this strategy when dealing with volatile markets or excess inventory, setting prices at a steady level in order to balance demand and supply.

It is important to consider all these different objectives when creating a pricing strategy that will result in both short and long term success of the company.

Analyze cost structure

When analyzing cost structure, it is important to understand the 4P’s 4C’s of marketing: Product, Price, Place and Promotion and Customer, Cost, Convenience and Communication.

Understanding price elements is crucial for developing an appropriate price for the product or service. It includes cost analysis, competitor pricing analysis as well as industry trends. When establishing a price point for a product or service it is also essential to consider what factors affect the cost structure such as overheads (fixed/variable), materials required for production and other marketing costs (place/promotion).

In addition, businesses will need to take into account the benefits their product offers in order to ensure that they are offering good value for their customers. This should include aspects such as quality assurance which can enable them to gain a competitive advantage in terms of pricing. Understanding customer needs can help identify areas where they will be willing to pay a premium price in order to get additional benefits from the product or service they choose.

Analyze competitive pricing

Competitive pricing is a key factor in the 4Ps of marketing. It dictates what customers believe to be a fair and reasonable trade-off between price and quality. Analyzing competitor pricing strategies is essential for businesses to gain an edge on the competition and establish their own unique positioning within a market.

When evaluating competitor pricing, start by dividing their pricing into three main categories: penetration, premium, and loss leader pricing. Penetration pricing involves setting lower prices than the competition in order to quickly gain market share or entry into new markets. Premium pricing involves setting a higher price than competitors in order to capture high-end consumers who perceive a product’s quality as worth paying more for. Lastly, loss leader pricing is typically used by retailers when they temporarily reduce prices on products in order to drive traffic and sales volume.

Take the time to analyze competitor prices across multiple engagement points – such as ads, websites and retail outlets – so you can build an accurate picture of how they’re positioning themselves in the market. Also take note of how innovations or other non-price factors (such as delivery services or customization features) are impacting their overall strategy. Use this information to help craft your own competitive price point that meets your objectives while also giving customers enough incentive to buy from your business rather than anyone else’s!


The 4P and 4C model offers a comprehensive understanding of marketing strategy. Both models are based on the same aim: to create a positive result through building a customer relationship. Both strategies also share the goal of creating custom marketing messages and campaigns.

The major difference between these two approaches lies in the role of the customer—the 4C model places more emphasis on customer needs, wants and experiences, whereas the traditional 4P model remains primarily focused on profit.

The two models complement each other, ensuring customers are accurately represented in a company’s overall strategy by incorporating both product-orientation, positioning and differentiation and consumer-orientation. Ultimately, both models should work together in harmony to create successful branding that meets customer needs while driving profitability for a company.