The 4 Ps of Marketing
Posted: Mon Jan 20, 2025 3:44 am
What to do during the crisis process?
And that's where Ritson reinforces that many marketers make the mistake of forgetting a concept that is more than 60 years old but is still just as valid: The 4 Ps (at some point someone told me that there are now 6, or 8, but for the sake of simplicity of this text we will stick to the original concept).
These marketing basics have not changed, even in the current context, and each of them is a button that allows you to attract new consumers.
The problem arises when you believe that the only button you can press is the P for promotion.
And there you have content agencies rushing to make the new viral paraguay whatsapp resource template on Instagram Stories, thinking of the new emotional ad or bringing to the table the winning concept of the new challenge that the entire audience is expected to take, which has your product at its center.
These tactics may or may not work, but it is certain that, of the 4 buttons, this is the wrong one to press as a first option. Certain brands are using the rest of the options to stand out in this crisis, and their actions carry earned media :
Product
Uber Flash, which has enabled its platinum drivers a new way to enter the platform: The user will be able to transport all types of legal items, as long as they fit in the trunk of the car.
For all those people who do not want to leave their homes, but need a logistics service immediately, this service becomes invaluable. We will also have the option of sharing the trip route in real time with the person who will receive the item.
Price
Meny, the Danish supermarket that has come up with a popular pricing model for its much-in-demand hand sanitizer, where the first bottle costs the equivalent of £5 and any subsequent bottles cost the equivalent of £100 each.
This simple action stops people from hoarding, while ensuring traffic and revenue for the supermarket.
Square
Best Buy, which has introduced “contactless” delivery in its own parking lot; free and with great customer service, with an employee dropping your package right in your trunk. Buy online and pick up contactless in-store, all within the same day.
All of these tactics definitely provide value to the consumer and create business for brands. This crisis stage will allow us to devise executions to address the consumer in the short term but also to introspect and rethink 2021, to have a position on the role of your brand and what it will bring to consumers when life returns as close to “normal” as possible.
And that's where Ritson reinforces that many marketers make the mistake of forgetting a concept that is more than 60 years old but is still just as valid: The 4 Ps (at some point someone told me that there are now 6, or 8, but for the sake of simplicity of this text we will stick to the original concept).
These marketing basics have not changed, even in the current context, and each of them is a button that allows you to attract new consumers.
The problem arises when you believe that the only button you can press is the P for promotion.
And there you have content agencies rushing to make the new viral paraguay whatsapp resource template on Instagram Stories, thinking of the new emotional ad or bringing to the table the winning concept of the new challenge that the entire audience is expected to take, which has your product at its center.
These tactics may or may not work, but it is certain that, of the 4 buttons, this is the wrong one to press as a first option. Certain brands are using the rest of the options to stand out in this crisis, and their actions carry earned media :
Product
Uber Flash, which has enabled its platinum drivers a new way to enter the platform: The user will be able to transport all types of legal items, as long as they fit in the trunk of the car.
For all those people who do not want to leave their homes, but need a logistics service immediately, this service becomes invaluable. We will also have the option of sharing the trip route in real time with the person who will receive the item.
Price
Meny, the Danish supermarket that has come up with a popular pricing model for its much-in-demand hand sanitizer, where the first bottle costs the equivalent of £5 and any subsequent bottles cost the equivalent of £100 each.
This simple action stops people from hoarding, while ensuring traffic and revenue for the supermarket.
Square
Best Buy, which has introduced “contactless” delivery in its own parking lot; free and with great customer service, with an employee dropping your package right in your trunk. Buy online and pick up contactless in-store, all within the same day.
All of these tactics definitely provide value to the consumer and create business for brands. This crisis stage will allow us to devise executions to address the consumer in the short term but also to introspect and rethink 2021, to have a position on the role of your brand and what it will bring to consumers when life returns as close to “normal” as possible.