Learn how Product, Price, Promotion and Place create an effective Marketing Mix. Humorous examples depict various Target Markets in this easy-to-understand video. From the Design & Marketing. Planning a product launch? Then its time you understood the 4Ps of marketing mix to boost your market presence after launch.

Communicating your company’s brand positioning and delivering it to the target audience is the foundation of the organization’s marketing strategy. Designing the right marketing mix involves the four P’s i.e. Product, Price, Place and Promotion. If you are in the field of marketing communications, then you must coordinate your efforts towards the last P of the marketing mix – Promotion. You need to develop strong sales and advertising messages that will connect with your customers instantly and effectively highlight your product’s quality and differentiation from other brands. Remember, while creating your promotional mix, you should ensure that you can deliver your promises and are able to create a believable position in the market. Company reputation is built over years but it just takes seconds to lose it because of unethical promotions or inability to deliver to your customers.

Therefore, promotions are as important as your product or service quality, pricing and other offerings. Creating an effective marketing communication mix through a well-researched strategy will not only help your reach out to your customers but also help you adapt to the ever-changing marketing environment.What is Marketing Communication Mix?An organization’s promotional mix consisting of various promotion tools like advertising, sales promotion, public relations, personal selling, direct-marketing tools and online, digital and integrated marketing methods is called the Marketing Communications Mix.

It is the way to communicate your brand value to the consumer and build long-lasting customer relationships. We will look at these promotion tools one by one and understand the various benefits that each has to offer. We will also visit the need for an integrated marketing communications and identify the communication objectives that companies must focus on. Importance of Integrated Marketing CommunicationsMost often your advertising department and sales management team may be communicating different messages to your consumers, which lead to an inconsistent promotional message. For example, your newspaper advertisement might have promoted a certain price whereas the product label doesn’t reflect the same price; this causes confusion in the mind of the consumer that further aggravates due to a totally different message on your website! Since different communication channels are handled by different departments of your organization, very often your marketing communication mix falls out of sync. This is where the concept of Integrated Marketing Communications (IMC) helps you integrate the various channels to deliver a uniform and compelling message about your brand to the target audience. It brings together all the company’s messages under one campaign to promote a single, clear and consistent positioning statement.

Different Factors of Marketing Communications Mix. Identifying target audience – If you don’t know who your audience is, you can’t decide on what to communicate, how to communicate, when, where and who will communicate the company’s message. Therefore, the first step to building a marketing communication mix is to identify your target audience.

Determine Communication Objectives – Companies must find out at what stage of buyer-readiness their consumers are presently in. The six stages that consumers normally go through before buying a product are – awareness, knowledge, liking, preference, conviction and purchase. You must design your communication mix so as to address all these aspects as well as the organization’s objectives in delivering the message and moving the target audience towards a favorable stage. Delivering the Message – Your promotional messages must not only be catchy and hold the consumers’ attention but also compel them to like your product and make a purchase.

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Putting the message content together and choosing the appropriate communication media either through personal or non-personal channels is an important part of delivering the right message at the right time. Setting up Promotional Budget – While there are innumerable ways to attract the customers, you need find out how much you can spend on promotions. Budgeting based on the target consumers and industry requirements is key to achieving promotional success. Creating a Promotion Mix – Different companies have different marketing strategies wherein they use several promotional tools like advertising, direct marketing, personal selling or online marketing etc. Each tool has its own advantage and costs involved; therefore it is important for you to choose the right marketing communications mix also called as promotion mix.Elements of Marketing Communications.

AdvertisingThis is widely used by companies to reach out to geographically distributed consumers in a large scale. It could be through TV ads, paper and print ads, billboards, radio announcements etc.

To reach out to a mass audience. While such a promotional tool is quick and seen as legitimate by the consumers, it is very expensive and also happens to be a one-way communication with your potential customer. Personal SellingThis is very effective in building customer relations and helping the consumer move from awareness and knowledge stage to conviction and action.

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Your marketing personnel need to use their people skills and learn to listen to the audience so that the consumer’s requirements are addressed. You get immediate feedback and increase sales potential. Sales PromotionThrough discount coupons, contests, daily deals and other offers, you can promote your product sales and create short-term marketing effects. Public RelationsYou can use company news, promotional events, sponsorship programs etc. Along with other promotion tools to reach out to prospective customers.

Such a campaign is very cost-effective and economical while reaching out to a larger audience. Direct MarketingThis is a highly personalized communication tool that is addressed to a specific person through emails, telephone or mobile messages, online media etc.

It also allows for customer interaction and is mostly used as a targeted marketing approach. Online MarketingInternet and powerful mobile technologies have rapidly increased company efforts to market their products and build customer relationships via social media, websites, mobile apps, e-commerce, online promotions etc. Create your online presence and find out the best way to communicate with your audience in a cost-effective, quick and reliable way.These are the main tools of creating an effective marketing communications mix for your business. However, while doing so, you should be aware of the various legal and ethical issues surrounding marketing communications.

Respect customer privacy and adhere to social norms and government regulations while you build a powerful marketing communications mix for your organizational growth.Page Last Updated: February 2020.

Share thisIf you’re ready to take your marketing seriously, you’ll need to start with a marketing plan. A classic marketing concept called “The Marketing Mix” or “The 4 P’s” of Marketing is a perfect place to start. The original concept of the 4 P's marketing mixThe original marketing mix, or 4 P's, as originally proposed by marketer and academic, provides a framework for marketing decision-making. Effectively summing up the 4 pillars of the business cycle, McCarthy's marketing mix has since become one of the most enduring and widely accepted frameworks in business.The essential base ingredients of the 4 P’s are: Product, Price, Place and Promotion. While this combination doesn’t appear to be rocket science, a company’s ability or lack thereof to embrace and implement the 4 P’s can make all the difference between thriving and failing as a business.Each of the 4 P’s build upon and interact with one another, and are governed by both internal and external factors within the business itself, and our ever-changing marketplace. The 4 P’s of marketing primary purpose is to help us take into consideration potential roadblocks to widespread product adaptation and ongoing success.So let’s get to them, shall we? PROMOTION is product exposure and public relations efforts via advertising (through the channels mentioned above) as well as word of mouth, direct mail, email marketing and social media.

Promotion is a communication tool that encapsulates the first 3 P’s by putting the right product in the right place, at the right price, at the right time, with the goal of it being irresistible to customers. The 4 P's example and template for a service businessThe Marketing Mix of “HVAC Plumber” reflects a real life example of how a service company covers the 4 P’s (Product, Price, Place, Promotion) in their marketing strategy.“HVAC plumber” (a fictitious company) provides heating and cooling services in the Chicago Metropolitan Area. HVAC Plumber marketing mix elements strategy and example:ProductHVAC Plumber offers industry standard services, but also innovates to provide more value to our customers and captures more of the market. We are insured, licensed and provide warranties for our work. Our high quality services and focus on a pleasant customer experience helps us get repeat clients, referrals, and builds our reputation. How the 4 P’s apply in today’s online marketingThe how’s and why’s of how we approach marketing have become much more dynamic since the inception of the internet.

However, the driving factor is still and should always remain: PEOPLE. Actually, it’s more about people than ever before. Having an honest marketing approach has never been more important and is both emotionally and financially rewarding if you do it right. PRODUCT and how it lives online versus the shelfIt seems like not much has changed as far as the product or services goes, right? No matter what type of product you offer, the landscape shifted majorly to the consumer benefit. The majority of customers now prefer to shop online, and perform in-depth research before making their buying decisions.

PLACE for marketing is now on the mobile screensBack in the 1940’s “place” was all about brick and mortar. Location, distribution, and logistics are still part of the process, but it heavily shifted from the marketing department to operations. No doubt you’ll boost sales if your product gets featured in physical Walmart stores, but you also can sell at Walmart Marketplace online with way less effort for the approval process. Same goes for Amazon. Online selling has undoubtedly taken over as the place to peddle your wares. Website - this is by far your most important marketing piece.

It’s your 24/7 storefront and your sales rep that never sleeps. Any marketing efforts that you take will end up on your website. I mentioned 3rd party sources like Walmart Marketplace or Amazon, but I still highly recommend you focus on your own website first and use other sources as secondary. Because you own it and you control it.Any 3rd party retailer could change their policies tomorrow and you might be out of business.

Plus, websites grow more powerful over time if supported by thoughtful and consistent marketing decisions. When you build your website, the decisions on design, structure and content should be made based on your promotional strategies. 3rd party platforms - Your audience is on or a few of these platforms already. Identify those platforms and utilize them. It can take the form of direct eCommerce platforms like Amazon, or it can be social channels like LinkedIn or Facebook etc. PROMOTION is in your inboxSearch engine optimization (SEO), social media, email marketing and paid search. I hear that Super Bowl ads are worth their weight in gold, but if you can afford a Superbowl ad, you are on the wrong blog!Jokes aside, make sure your marketing strategy is built around driving traffic to your website and converting it to leads or sales.

Traffic generation - getting targeted visitors to come to your website is the ultimate #1 goal. There are numerous ways you can achieve that, and they’re all worth considering:.Search engine optimization (SEO) - is the practice driving traffic to your website through organic search engine results by optimizing (making relevant) your website for targeted keyphrases. SEO is an ongoing process that requires patience and consistent efforts.Paid search - in other words - “bought traffic.” Platforms like Google AdWords, Bing Ads or Facebook Ads allows you to buy highly targeted traffic in an auction-type of fashion. It’s typically based on “per click” pricing, where each visitors cost you x amount of dollars.Social media marketing - is the process of gaining traffic or attention through social media sites. If you sell to people then it’s a great idea to invest time and effort (and sometimes money) into one or several social media sites. That’s where the people hang-out these days. Resource:.Email marketing - is the modern equivalent of oldschool direct mail, I believe.

Even if one more email in our inbox is the last thing we want or need - email is still one of the best performing marketing tools. Resource: Resource. Positioning - again and again. Positioning is a fundamental piece of your marketing plan and your overall business success. Essentially, if you answer all the questions related to each P you’ll arrive to your business positioning statement.Positioning is how you differentiate your product or service from your competitors in your niche market.A good positioning statement is the first thing people read when they visit your website. Typically, it’s a 7-10 word sentence on your Home Page that succinctly answers.