Lesson 3: The Marketing Mix (4Ps) 

Product 

In marketing, a “product” isn’t just a physical object—it can also be a service or even a digital experience. 

Types of Products: 

• Physical: something you can touch (e.g., handmade candles, mobile phones, books). 

• Service: an experience or task offered to someone (e.g., gardening, coaching, car repair). 

• Virtual/Digital exists online or through tech (e.g., an online course, app, or AI service). 

A good product: 

• Solves a specific problem 

• Has tested quality and durability 

• Has feedback or testimonials 

• Is well-packaged and clearly presented 

Example Comparison: 

What matters most: Does it help people achieve something, solve a problem, or feel good? 

Features vs. Benefits 

Features are what the product has or does 

Think: facts, materials, specifications 

Benefits are how the features help the customer 

Think: outcomes, feelings, results 

Packaging 

Even if you’re selling a service or digital product, packaging still matters. It’s the presentation of what you offer—and that shapes perception. 

Examples: 

• Physical product: Labels, boxes, eco-friendly wrapping, colours 

• Service: The look of your website, booking experience, how you show up 

• Digital product: User interface, emails, download instructions 

Packaging tells people: 

• What they’re getting 

• How to use it 

• What they can expect 

First impressions matter—what does your packaging say about your brand? 

Price 

Pricing is strategic. It affects perception and profitability. 

Pricing Models: 

• Cost Plus: Add a % markup to all production costs (cost + 20% mark-up) 

• Value-Based: Price based on customer perceived value 

• Competitive: Price similar to (or slightly better than) market rivals 

Your price must cover costs and reflect value. 

Activity: 

• Research 3 competitors. Compare their prices and offers. 

• Work out the cost to make/sell one item. What price do you need to break even? What price earns you profit? 

Promotion 

This is how you reach your audience. Promotion is the process of communicating with your target audience to create sales opportunities. It’s how you advertise your product or service, ensuring your message resonates with your audience.  

Traditional: Flyers, radio, events, word-of-mouth 

Digital: Instagram, Facebook, TikTok, email, content marketing, blogs 

Choose channels based on where your audience actually hangs out. 

Common Online Platforms: 

• Facebook: 40+, family audiences, events 

• Instagram: lifestyle, beauty, small biz 

• TikTok: 16–24, trends, creative content 

• LinkedIn: B2B, professional services 

• Etsy: craft and niche eCommerce 

Activity: Design a mini campaign with 3 Instagram posts. Include a clear message and a call to action. 

Placement (from the Sales Masterclass) 

Where does your product meet your customer? 

Examples: 

• Online stores (Etsy, Shopify, your own website) 

• Market stalls, events 

• Local stores or boutiques 

Ask: Where does your audience prefer to shop? 

Reflection 

Marketing isn’t about shouting the loudest. It’s about speaking clearly to the right people with the right message. 

You now have a foundational understanding of: 

• How to define and describe your product 

• Who you’re selling to 

• Where and how you’ll promote and place your offer