4ps

4ps

• Product

• price

• placement

• Promotion

Product

Work to find the ways the brand differentiates by product offering

• This can include

  • Claims

  • Packaging types

  • Variety in a brand

  • Certifications

  • Materials or ingredients

Price

Simple, don’t overthink

• Products are going to come in a variety of sizes - 6 packs, value size, etc. and pricing can change based on location

Placement

Think beyond just a list of stores

• Where in the store?

• Where on the shelf? (Some brands have better shelf presence than others!)

• Convenience stores? Specialty stores?

• Is the product/brand localized to city/state/region?

• Campus? work places? restaurants?

• Online? Their own website? Specialty websites?

Promotion

This can be any brand communication