4P is the essence of marketing four major strategic decisions nature 4P is four marketing decisions, are four of the most significant, is the most basic marketing decisions. If you think 4P outdated, or you do not press 4P "dark knight cosplay " logic to think, can only explain a problem: you have never been involved in marketing decisions. Text / China fir every talk 4P, there are some young up tucao scorn, nothing more than that 4P outdated and so on. In order to save the children, I would like to add to talk about this topic, the nature of 4P in the end what? 4P nature is four marketing decisions, are four of the most significant, is the most basic marketing decisions. If you think 4P outdated, or you do not press 4P logic to think, can only explain a problem: you have never been involved in marketing decisions. 4P decision makers around the past is any logic.
Let's talk about the 4P's decision thinking: 1, is the first enterprise development strategy 4P P is the product, see the product marketing ideas, not a product out how to position - this is a relatively low-level problem - but How to plan the design of our product mix, which is how to design our portfolio, which is a strategic issue. China and the China Pharmaceutical pediatric sunflower strategic marketing case, that is, from planning a children's medicines and health services, portfolio and product structure began. Product structure is the business strategic roadmap, the product should contain three issues: Strategic order product structure (1) Product Structure (2) strategic role played by each one product, and strategic tasks undertaken (3) Release of the portfolio is designed decide what products we sell today, and the future sell any products. Strategic role and strategic tasks every one product of it, just as we now plan to do all future product and is a war, to determine what is archers, which is the cavalry, which is infantry, artillery which are, in our won the entire value territory marketing war, their respective roles and tasks. Release of strategic order is to put order in all branches of the battlefield, the first throw, then the cavalry charge, after the infantry battle, finally flanking artillery and so on. The order of the battlefield, the decision to invest in marketing costs, risks and efficiency.
Therefore, the entire product of thinking, is to draw blueprint for the development of enterprises. 2, the price of the design is the "doraemon cosplay " top design marketing 4P second P is pricing, the price is also a strategic issue. Price design is marketing top-level design. Why? Because the price is designed to determine the allocation of interest! Determine how much benefit can be allocated, and how to allocate. This is the biggest decision the boss. Price determines the marketing model, determine the allocation of marketing investments and interests, it determines the price. Price positioning is not primarily consumer affordability - different consumers, different reasons to buy, have a different tolerance - but define the selection and marketing model of product value, and how to design the seller of the distribution of benefits. In marketing not only the interests of consumers, business interests, as well as sales of interests, the interests of these three meet, constitutes marketing behavior.
To take a simple example: the same multivitamin mineral tablets, Nutrilite, gold partner, and other brands Theragran pricing strategy is completely different. These three were involved in direct sales channel, supermarkets and pharmacies path pathway. Price positioning is one of the most important core of marketing, the biggest factor affecting the price first is how much money you want to sell, and the second is what you choose and how sellers and assign them the money, and the third is how do you make consumers agree Your product worth so much money. We often see the same quality stuff several times the price difference between different brands, this price is you do it, is not 'understand' to the. Not only is the price of the purchase costs for consumers, as well as a sense of value of the brand, and marketing chain of interest. 3, the essence of the channel is the 'political system' problem. Channel marketing model of course is also a problem, or strategic issues. The channel is an important part of the marketing team, but also outside the corporate structure, 'other companies', how to make these people outside the organizational structure of enterprises, but also in the management of enterprises radius can be the same as dictating his arm Enterprises will implement freely. Enterprises need to become the channel's mentor and guide. 4C pseudo-theory understanding of the channel is amazing irresponsibility, he called on us to 'Forget channel strategy, should reflect the purchase of 'convenience'.' If the path is ease of purchase, marketing lesson that is not using. Just a matter of convenience terminal sales. 4P theory that passage refers to the various aspects of the flow of goods from manufacturer to the entire process in the hands of consumers and the driving force experienced by the sum. What is this 'all aspects and driving force' is? Not consumers, is the seller, is a group of living, have a strong interest demands of the people! The first is the channel capacity to mobilize your power and control capability and strength of these links. Simply put, marketing consists of two things: First, allow consumers to buy us. Second, let the sales person for us to sell. Channel strategy, the seller is willing to actively solve the problem for us to sell, figuring out how to maximize the integration of those who use sales resources. If only consumers are willing to buy from you, not the seller for you to sell.
Consumers went where to buy it? Ease of purchase come from? Chenguang Stationery, is a typical success story channel strategy. In 2008, he won the gold medal China Morning stationery case Outstanding Marketing Award, we talked about the dawn of 'creative writing' product design, marvel at the Confucius Temple to pray examination pen products highlights. In fact, the rapid growth of the real dawn so is her 'Morning partner pyramid' channel strategy. Stationery dawn channel model, the integration of direct sales model and FMCG circulation model, 'layers of responsibility, layers contribution' and 'world partners morning line' for the idea, with 48-person sales team to achieve sales of 1.3 billion yuan ( 2007 data), and the depth distribution to village here in three or four markets. Because these 48 individuals, the integration of more than 4,000 people in the ranks of dealers, and these dealers are the only specialty retailer morning, more than 35,000 direct management model shop dawn, hundreds of thousands of radiation-sale terminals. This is a very amazing achievement. And this achievement is being forced out of the price system, because the manufacturer of pens industry only 20% of gross profit. Channels sense, is a 'political system' problem, because she relates to follow and trust, design and structure of the vision of the distribution of benefits, strict management and incentives, the marketing organization for mobilization and control.
A successful business must be able to continue to meet the growing needs of rich and channel development, and become a leader, this is the essence of channel strategy. If need rigorous creative scientists and artists on the product, cosplay costumes for sale brand, promotion, access problems in need of wisdom and leadership of politicians, willpower. 4, the core of the promotion is to build the brand. Promotions defined in the 4P theory contains five tools promotional mix: advertising, sales promotion, public relations, personal selling, direct marketing. This can be said to contain the entire contents of brand communication here is not to discuss the. 4P OF attached two articles on marketing: 'To the profound 4P, not shallow sided 4C' 'the essence of marketing and the 2011 China Outstanding Marketing Prize Stories sunflower pediatric strategy summary' (The above is reproduced from China and Chinese Marketing blog,