Some of our best ideas can turn into great products for customers, but not every product succeeds. In fact, the majority of new products fail within a year. Why is that?

There are many reasons a product or business might not be successful, including overpriced products, products that lack originality or differentiation from competitors, products that don’t meet a need or want of the target audience, businesses that lack proper leadership and planning, and businesses that have not identified a target audience.

A marketing mix may be helpful in creating a product that is superior to those of your competitors and appealing to customers.

What is Marketing Mix?

The marketing mix is the combination of marketing tools that a company uses to achieve its marketing goals. This can include factors such as pricing, promotion, and product positioning.

The term “marketing mix” refers to all the different elements that go into promoting and selling a product or service. This includes everything from advertising and pricing to packaging and distribution.

The marketing mix is not the same thing as your marketing strategy or your marketing plan, although there is some overlap between the three. Your marketing mix is the combination of elements that you will use to execute your plan and strategy.

  • Marketing strategy: The general intentions of your business and the broader, long-term vision of your product. This can range anywhere from one year to 10 years in the future.
  • Marketing plan: A marketing plan is a roadmap for your strategy that has more focused goals in shorter time lengths, ranging from 90 days to 12 months.
  • Marketing mix: A conceptual decision-making framework designed to help businesses meet corporate objectives while creating value for customers. It uses a mix of controllable elements – the 4 Ps of marketing – that can be used to steer initial product launches and subsequent marketing campaigns.

A company’s marketing mix consists of the various elements it uses to achieve its marketing objectives. The mix encompasses everything from product development and pricing to promotion and distribution. The elements of the marketing mix work together to achieve the company’s desired outcomes.

The 4 Ps Of The Marketing Mix

The 4 Ps of the marketing mix are Price, Product, Promotion and Place. The marketing mix is a tool for interpreting the product or service that helps implement marketing strategies.

The four Ps of marketing are a set of factors that businesses can use to ensure their product is viable, has value, and is profitable.

1. Product 

The company designs and manufactures the product to fulfill consumer needs. The product is promising, productive, and effective.

You need to think about what your potential customers want and need and what makes your product special and unique. You should keep the customer in mind when you are making decisions about design, technology, packaging, branding, quality, experience, and ease of use.

The product mix for the iPhone includes all features and designs, such as the cellular structure, variety of colors, and touchpad.

If your product has potential, your audience will hopefully recognize the marketing investments and strategies.

2. Price

The consumer pays the value to access or receive the product. The product is usually marketed as being cost-effective.

Many factors influence your price, such as manufacturing and distribution costs, competitors, and customer perception. You should determine how to structure your pricing based on these factors, but also be prepared to change your pricing if it helps you to gain additional target groups.

Apple is an example of a company that uses premium pricing, where its products are given high prices due to their perceived high quality and value.

It’s important that a product should not be priced so high that the customer will not buy it or so low that the profit margins are not met even if the sales are high.

3. Place

Place refers to the areas of distribution. Store sites can be in a:

  1. Retail Store – the traditional type. 
  2. Online – the product of technology and ecommerce websites.
  3. A cloud-based platform – a software or downloadable app for a more secure and seamless transaction. 

You can find iPhones easily on online and offline platforms. They’re always available on giant e-commerce stores like Amazon.

The marketing strategies used by a business will change depending on the culture, needs, and market environment of the location to which they are marketing.

Make your product as easy to get as possible, as it may determine how complex and long it takes a customer to get it.

4. Promotion

Promotion is a way of communicating with potential customers to convince them to buy a product. It can involve advertising, offering incentives or discounts, or anything that creates a good image for the product.

Come up with a plan for promoting your product and making it more visible, but don’t worry about planning all of your promotions right away. As your product changes and develops, your promotional strategy will change too.

Apple invests a lot in advertising, marketing, and appealing promotional techniques. As marketing has evolved, we have also seen new, more innovative and creative ads for the iPhone. They are now extensively involved in social media marketing.

Over time, the 4P’s of marketing (Product, Price, Place and Promotion) have evolved into 8Ps. The extended list of Ps (People, Physical evidence, Process and Performance) propose additional elements to consider for better results in a successful marketing strategy.

Additional 4P’s

The Definition and Evolution of Marketing Mix

5. People

The “people” element of a business includes not only its employees but also those who assist customers. This would include management, sales and customer service personnel.

6. Process

How efficiently work is completed and managed within your organization should be reviewed in order to deliver products to customers effectively.

There are always ways that you can improve your business processes, whether you are changing your current marketing mix or starting a new one.

7. Physical evidence

Physical evidence can take on two forms.

  1. Completed service. It includes packaging, receipts, tracking methods, paperwork, and invoices. This is important for documentation purposes and best practices. 
  2. Visible parts of your business. Anything that a customer sees prior to buying or engaging with your product. This includes signage, brochure, website, and advertising.

Branding that is well done and strategic can improve the physical evidence of your company and make you stand out from your competition.

8. Performance

This element, even though newer, separates the good products and businesses from the great ones. Great businesses know how to perform and identify their KPIs, as well as knowing when it’s time to make changes.

It is important to not only meet the expectations set for your business but to exceed them. This will benefit both your employees and customers.

The Importance of Marketing Mix and the Ps

Every aspect is interconnected, and none can be looked at independently; that is why it has been combined into one mixture.

A well-defined marketing mix ensures that decisions are based on information rather than assumptions and provides a clear plan for product launches, changes, and future marketing campaigns.

The Marketing Mix and the 4 P’s (Product, Place, Price, and Promotion) can help you understand how to:

  1. Market your business successfully.
  2. Streamline product offering.
  3. Refine product strategy.
  4. Develop strengths and avoid weaknesses.
  5. Increase sales and profits.
  6. Improve customer retention and satisfaction.
  7. Monitor market trends and requirements.
  8. Keep the customer as the focal point.

The Four C’s of Marketing Mix

Companies are increasingly using a customer-centric approach in their marketing, which means focusing on the customer rather than the business. This shift has occurred as marketing has evolved and companies have realized that customers are more likely to buy from businesses that cater to their needs and wants.

The four Cs replaced the four Ps in 1990, particularly in digital marketing.

The Definition and Evolution of Marketing Mix1. Customer

Contemporary and regularly updated marketing tools are essential for any successful marketing strategy. Furthermore, they should ascertain that the customer is always updated on the organization’s products and services. Excellent marketing strategy focuses on the customer and their needs/problems.

2. Cost

The term “cost of goods sold” can refer to the total amount of money that a company has spent on producing, distributing, and marketing a product. It may also include the expense of making trade-offs for consumers, such as delaying their next purchase or feeling guilty about not purchasing anything at all.

3. Convenience

Organizations must provide comfort to buyers by offering user-friendly policies regarding selection, price, delivery, and so on in order for them to make purchasing decisions. These primary factors influence convenience, cost of customer acquisition, customer service, product characteristics, and availability of information.

4. Communication

Being able to communicate with customers helps to get feedback that could change the marketing strategy for a business. Ways to do this include marketing, advertising, emails, media appearances, etc.

The best way to improve your marketing strategy is to understand your competitor’s methods and then improve upon them to make them more efficient and effective.

Your Unique Selling Proposition is what makes your product or service different from your competitor’s. Define your USP and identify sales goals, and budget marketing expenses accordingly. Understand your customers’ problems, needs, and demands and establish a way of solving their problems / fulfilling their needs.

You can determine how well the product or service solves the problem by conducting a study of the product’s or service’s user efficiency and effectiveness. You can use UX to pinpoint which areas your customers need the most help with.

To improve your product’s ranking in the market, it is important to study customer motivation and feedback closely.

A well-planned marketing mix will help you to reach your target consumers, make sales and grow your business.

Marketing Mix vs Product Mix 

The marketing mix is a set of actions implemented for sales enhancement and brand promotion. It is a mix of factors that affect product marketing.

A product mix is thus the group of products a company offers for sale. The product mix of a company is often a reflection of how the company differentiates itself from its competitors. A product mix is a company’s assortment of products in a particular category.

Ambit and Scope

The marketing mix is a broad term that encompasses various aspects of marketing, including product, price, promotion, place, product development, and product life cycle.

The product mix is a term that defines individual product lines and is a subset of the marketing mix. The marketing mix is a term that refers to all the elements that the marketing department has control over in order to market a product or service.


The marketing mix is not set in stone and can change over time to adapt to changes in the market or customer needs.

The company’s product mix is limited to its product line, so the variability is much lower.


From a strategic perspective, the marketing mix is much more important because it has multiple constituents.

The marketing mix has a greater impact than the product mix because it is more encompassing and deals with more than one component.

There are a lot of different elements to marketing, and you need to find the ones that work best for you. If you can get a handle on your marketing mix early on, it’ll be easier to manage your product mission and ensure everyone in your company is on the same page.

About the Author Brian Richards

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