Gino Biondi, vice president of sales & marketing at Zenith Products, has suggested that the 4 P’s of marketing aren’t enough anymore. Instead, he believes it takes a baker’s dozen of P’s to represent the many facets of product, channel and brand marketing.
3. MARKETING MIX DEFINITIONS
1. Performance: A Marketing Plan must have specific
and measureable metrics and objectives including
profitability
2. Positioning: Brand Essence, functional & emotional
benefits and character
3. People: The target consumer/customers and
segments
4. Product: The brand foundation made up of key
attributes supporting benefits at a given cost
4. MARKETING MIX DEFINITIONS
5. Proliferation: Product mix optimization
6. Packaging: Can be the most impactful marketing
communication tool. “First Impression”
7. Planogram: Shelf placement, look and shopability
8. Place: Geography, Channels
9. Price: The value relative to the offering consumers
are willing to pay and the basis of a firm’s profit
10.Promotion: Trade Merchandising
5. MARKETING MIX DEFINITIONS
11. Projection: The advertising communications and
method of delivery
12. Programming: The reach method, impressions,
clicks and cost effectiveness
13. Public Relations: Guerilla marketing based on
generating third party word-of-mouth endorsement
6. 6
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Greg Bonsib is a marketing expert and consultant who has worked with sales
teams and customers such as Newell Rubbermaid, Owens Corning, Zenith Products,
SentrySafe and others to launch new products and programs. He can be reached at
greg@channelinstincts.com.