THE 4Ps (Marketing Mix)

What is a product?

Anything that satisfies a consumer's want or need — tangible or intangible.

What are the three product levels?

Three Product Levels (C-A-A):

Core customer value → the problem being solved (e.g. hygiene, eco-living).

Actual product → features, design, brand name, packaging.

Augmented product → warranty, support, delivery, customer service.

What's involved in product classifications?

Consumer products: convenience, shopping, specialty, unsought.

Industrial products: materials/parts, capital items, supplies/services.

What is the role of branding in marketing?

Branding: Creates identity & trust. Strong brands have high brand equity (positive consumer response due to brand knowledge).

What are the three main functions of packaging? Refer to MGAC

Protects, informs, and promotes. Should be functional, ethical, and distinctive.

Example (WGAC): Bright wrapping and clever wording make toilet paper fun and uses 100% recycled packaging which reinforces the company’s purpose

What is the product lifecycle?

Product Life Cycle (PLC):

Introduction → Growth → Maturity → Decline.

Each stage affects pricing, promotion, and distribution.

At which PLC stage is Who Gives A Crap likely positioned, and why?

Stage: Growth

Why:

Rapid sales increase & strong brand awareness

Expanding product range (recycled + bamboo, tissues, towels)

Entry into retail (e.g. Woolworths) + global online growth

High marketing investment to reinforce differentiation

Growing competition from other eco-friendly paper brands

What is price?

The amount of money customers exchange for a product's benefits — the only "P" generating revenue.

What are the three main pricing approaches?

Three Major Pricing Approaches:

Customer Value-Based: set by buyer perceptions of value.

Cost-Based: set by cost + markup.

Competition-Based: set relative to rivals’ pricing.

Define market-skimming and market-penetration pricing.

Pricing Strategies:

Market-Skimming: high initial prices → “premium perception.”

Market-Penetration: low prices → “rapid adoption.”

Psychological Pricing: using perceived value (e.g. $9.99).

Segmented Pricing: different prices for segments (students, locations).

Value-Added Pricing: add features to justify premium (e.g., eco donations).

What is price elasticity?

Price Sensitivity (Elasticity):Elastic → big demand change when price changes.Inelastic → little demand change (e.g., necessities like toilet paper).

How does WGAC justify its higher prices?

Example (WGAC): Uses value-based pricing — consumers pay slightly more knowing profits support global sanitation projects.

What is place? (distribution)

Activities that make the product available to consumers at the right time and location.

What is the difference between direct and indirect channels?

Distribution Channels:

Direct: producer → consumer (e.g. website, subscription).

Indirect: intermediaries like wholesalers or retailers.

What are the three levels of distribution intensity?

Distribution Intensity:

Intensive: sold everywhere (e.g. Coke).

Selective: limited outlets.

Exclusive: one retailer per region.

Why does WGAC use direct online channels?

Example (WGAC): Primarily uses direct online distribution via subscriptions, reducing intermediaries and supporting eco goals.

What is promotion?

All communication activities used to inform, persuade, and remind customers.

What is IMC?

Integrated Marketing Communications (IMC):

Delivering a consistent brand message across all channels.

What are the 5 elements of the promotion mix?

Promotion Mix (A-P-S-S-D):

Advertising – paid, non-personal, wide reach.

Personal Selling – one-on-one persuasion.

Sales Promotion – short-term incentives (coupons, deals).

Public Relations (PR) – image building via goodwill.

Direct & Digital Marketing – targeted and interactive.

Define push vs pull promotion.

Push vs Pull Strategies:

Push: promote to intermediaries → they push to consumers.

Pull: advertise to consumers → they create demand from retailers.

What are the three main advertising appeal types?

Advertising Appeals:

Rational (facts, logic)

Emotional (humour, warmth, fear)

Moral (ethics, social cause)

How does WGAC communicate its message effectively?

Example (WGAC): Uses humour and storytelling (emotional + moral appeal).Their PR and social media campaigns reinforce their mission — “Good for your bum, great for the world.”

“How does Who Gives A Crap manage its product line, and why is this approach effective?”

Who Gives A Crap manages its product line by offering a small, focused set of closely related product items that meet a common end use — sustainable hygiene. Its two core toilet paper lines, made from either 100% recycled paper or premium bamboo, represent a line extension strategy within the same category.