4PS of Marketing

(Kaleidico, 2018)

Defining the 4Ps

''Lee and Kotler described the discipline-specific components of the 4Ps (product, price, place, and promotion) comprising the dominant paradigm of the social marketing framework'' (Costello, et al, 2022, pg. 3). 

Product refers to the set of benefits associated with a desired behaviour or service use. The core product includes the main benefits that the target audience wants and expects in exchange for performing the desired behaviour. The actual product pertains to the features and design of the product, while the augmented product includes additional benefits or services that enhance the core product (Costello, et al, 2022, pg. 3). 

Price represents the total costs, whether in terms of money or other resources, that the target audience incurs when engaging in the desired behaviour. Place refers to where and when the target audience needs to engage in the behaviour, obtain related goods, and access associated services. Promotion involves persuasive communication used to encourage action in the target audience (Costello, et al, 2022, pg. 3).

How Do the 4PS Apply on my E-Commerce Website?

Regarding the 4Ps, my e-commerce website totally focuses on the price, bringing offers of 5 to 30%. There's a range of 39 products, wherein 14 are in the offers category. Moreover, I also have chosen to focus my e-commerce website on the place. As for the place, my e-commerce website distributes products worldwide, additionally, for all ages.

Another important element I have put my effort into is the promotion, wherein I have chosen 5 keywords with the purpose of optimising my e-commerce website's search results on search engines. 

Moreover, on my 5 competitors' websites (Green Man Gaming, Steam, Epic Games, GoG Games, GG Deals) I have identified these same elements (promotion and price). 

Reference(s): 

Kaleidico (2018) Two people drawing on whiteboard Available at: Two people drawing on whiteboard photo – Free Structure Image on Unsplash (Accessed: 03/09/2023)

Costello, L. et al. (2022) ‘Applying the 4Ps of social marketing to retain and engage participants in longitudinal cohort studies: generation 2 Raine study participant perspectives’, BMC Medical Research Methodology, 22(1), pp. 1–16. doi:10.1186/s12874-022-01778-4.

Singh, M. (2012) ‘Marketing mix of 4P’s for competitive advantage’, IOSR Journal of Business and Management, 3(6), pp. 40–45. doi:10.9790/487x-0364045.