The marketing mix is a tool that is made up of four unique but interconnected and interdependent variables. These are called the 4P’s and are product, price, promotion, and place. These four components help determine a clear and effective strategy to bring a product to market. Each element is crucial in its own right and needs to be given due focus.

4Ps marketing mix - product

© Entrepreneurial Insights

In this article, we look at 1) product, 2) product classification, 3) the product in Four P’s (marketing mix), 4) product decisions, 5) hallmarks of successful products, 6) product development, and 7) Starbucks – a strong product example.


What is a Product?

A product is an item that satisfies a need or a desire. This can be a physical item, a service or a virtual offering. It is produced at a cost and is subsequently made available to the right audience at a price. Whatever the nature of the product, it will follow a lifecycle and through reasonable predictions of this lifecycle, a company can increase its competitive edge. A brand can be revamped or re-launched to remain relevant in a changing market or at the end of its lifecycle.

A successful product has to fulfill a specific need in the market. Functionally, it must be able to perform its function as promised. There also needs to be clear communication to users and potential customers regarding its benefits and features. Branding is another important feature for a product. Developing a product into a brand helps foster customer loyalty and recall and differentiate itself in the market.

Features and Value creation

Every product should have certain characteristics that separate it from its competitors. These characteristics should be foremost inputs to the product’s marketing mix. When a product is envisioned, it is an answer to an identified market need. This need is translated into a product with particular characteristics. These characteristics help determine all subsequent actions such as pricing, communication strategy and additional features or add-ons. For this reason, it is vital to try to create a unique set of characteristics for any product.

Unique Selling Proposition

A factor that is shown to be the basis of why one product is better than its competitors is called a unique selling proposition or a USP. This characteristic or set of characteristics helps solidify a company’s market position and allows them to stand apart from competition. There are very few products that have no clear competition in the market. Most often, there are identical products with almost the same features. In this situation, differentiation becomes of the utmost importance for the success of any product. The company needs not only to identify an USP, but also to clearly communicate this to the potential audience so that it is understood why the product is superior to other similar ones.

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All products can be broadly classified into 3 main categories. These are:

Tangible products: These are items with an actual physical presence such as a car, an electronic device, and an item of clothing or a consumer good.
Intangible products: These are items that has no physical presence but can be felt indirectly. An insurance policy is an example of this. Online items such as software, applications or even music and video files are also intangible products.
Services: Services are also intangible products but they are the result of an economic activity that does not result in ownership. It is a process that creates benefits for customers. Services depend highly on who is performing them and remain difficult to reproduce exactly.

Both tangible and intangible goods and services can be further defined and divided into the following groups:

  1. Consumer Goods – Items that are used directly by the end user such as food, clothing, cars, etc,
  2. Consumer Services – Services that are for the benefit of end users directly such as education, courier services, grooming services, etc.
  3. Producer Goods – Items that act as part of another company’s operations such as machinery or parts.
  4. Producer Services – Services that support another company’s operations such as accounting, human resource, etc.


An understanding of the elements that make up a product and those necessary to successfully sell is called the product marketing mix. Product has a vital role in developing the strategy for the overall marketing mix which includes place, price and promotion. Through a definition of the product features and benefits, the rest of the marketing mix elements are determined and agreed upon.

Understanding the Product Mix

A company’s portfolio of products makes up its product mix. Within this mix are Product lines which are closely linked groups of products. These may offer the same benefit or have shared characteristics. A product line is made up of product items which are individual units that have unique appearances, functions or price points.

Each product item will have three main elements that need to be focused on. These are the brand, the packaging, and the associated services.

Before these three elements can be defined and used as inputs to the rest of the marketing mix, product benefits and USPs need to be defined.

Understanding and Creating Benefits

Given the importance of product in the marketing mix, it is good practice to understand who is the target group, what are the benefits of an offer, how is this product to be positioned in the market, and what will the USP be?

Philip Kotler proposed one way of understanding product benefits in his popular academic work “Principles of Marketing.” He says that a product can be looked at three different levels.

  1. Core – This is the first level to be defined and explored. What is the main or core benefit that a product offers to its consumers? In the case of a camera, they are able to capture memories forever through the purchase of a product
  2. Actual – Here, any additional benefits are added on to differentiate the product and highlight its USP. In our example, all cameras offer the same core benefit. But any additional features or strong branding can offer a better product.
  3. Augmented – Finally, there needs to be an assessment of what further benefits can be offered to the customer to ensure a loyal purchasing customer. In our example, these can be after sales service, extended warranties or product support blogs or helplines.


With an understanding of the basic product mix and benefits, a company can now begin to make important product decisions. These include:

Design Decisions: The basic decision here to identify how strong the design will be in the entire product mix. Will it be a supplement to the features or will the features be designed around a unique design.

Quality Decisions: The quality of the proud needs is kept with the other elements of the marketing mix. A high price can be charged if the product has superior quality.

Features Decisions: What will be the final features of the product? Will they add to the perceived and actual benefits of the product? Here also, the company can charge a premium price for additional desirable benefits from features.

Branding Decisions: Branding decision remain some of the most important as it turns a product into something beyond just a good. A brand can have the power to generate instant sales as well cement confidence in the product’s quality and reliability.


Product development is the creation of a new or different product that offers innovative new benefits to the end user. This includes both the creation of an entirely new product and modifications to an existing product. These changes or new introductions may be targeting a newly defined customer requirement or a niche category in the market.
Product development traditionally includes the following steps:

  1. Generate Ideas
  2. Screen Ideas
  3. Develop and Test Ideas
  4. Analyze for Profitability Potential
  5. Conduct market or Beta Tests
  6. Finalize Technical Aspects
  7. Finalize Commercial Aspects
  8. Conduct Post Launch Review

For more information on Product Development, consult this post.

Product Development Considerations for New Businesses

The step wise process for product development may not be an option for entrepreneurs who have limited resources at their disposal. Often, they may need to manage several steps simultaneously to ensure a quick product development process at a lower cost. They may also need to go through a comprehensive product planning phase where they can understand the market potential of an idea before actually committing to development. This plan can include a thorough analysis of the market, competing products, pricing strategies and potential, and manufacturing costs and logistics. These analyses, if positive can help set a strong stage for the product development plan. If they are not encouraging, then the product idea may have to be reevaluated.

Product Life Cycle

An important consideration for any product is the logical stages of its lifecycle. A typical product goes through the following stages:

  1. Introduction – Slow growth period following product launch
  2. Growth – Fast growth phase once the product is established
  3. Maturity – A period of slowdown in sales as the product becomes ubiquitous in the market
  4. Decline – A downward sales as the product is no longer fulfilling a need or there are better options.

A keen eye needs to be kept on the product’s journey through the lifecycle. A close to reality prediction of this path may help the company relaunch or redesign an existing product or work on introducing a new one to the market. A detailed look at the product life cycle can be found here.


For a product of any nature to be successful, it needs to:

  • Satisfy identified customer needs or wants
  • Be of the right quality to allow higher price points
  • Be low cost in production and delivering to a customer to ensure better profit margins
  • Be durable and attractive in its appearance to match the price and the brand image
  • Able to stimulate new needs or unidentified desires

Key Questions in Developing Successful Products

In order to develop products that meet the criteria specified above, a product development team can ask the following questions during the brainstorming and design process.

  • What does the customer want from the product?
  • What hidden need does it address?
  • What features does it need to have to meet these wants and needs?
  • Are there any overlooked features that can add value?
  • Are there any added features that add no value?
  • How will the product be used by the consumer?
  • Where will the product be used?
  • What does the product look like? How big or small? Colors and materials?
  • What should the product be named?
  • What will the branding strategy be?
  • What will be the product’s USP?
  • How will it be communicated to the audience?
  • What will the cost of production be? Can the features, benefits and branding bring in a logical price to offset the cost and make a profit?

These questions will help any organization critically evaluate a product plan or an existing product due for a revamp.


Starbucks has managed to create an extremely strong brand over the years. A constant focus on marketing, brand development and the product has enabled the company to become the largest coffee shop chain in the world. The company takes customer feedback very seriously and makes it a point to meet and exceed customer demands in keeping with core brand values.

The USP and the core business for Starbucks is the extremely good coffee. The company has refined their business model to keep a focus on this product and ensure that the customer always gets the best possible cup of coffee through the Starbucks experience. The company allows customers to build their own recipe online and then have a barista in a store make it for them.

There is also a policy in place to provide a free cup of coffee if a customer is not satisfied with what they have gotten. This shows a strong focus on the customer.

A few years ago, the company made the decision to eliminate the breakfast sandwich business to focus on the core product: Coffee. This was determined to lead to a significant reduction in cost. One reason for this was also that the breakfast sandwich smell clashed with the traditional signature coffee smell, thus taking away from the experience. This shows a focus on the core product and the adaptability to change product lines when needed.

This focus on core product and customer needs have enabled the giant brand to stay ahead in its industry and become the benchmark for competitors.

Product: A Tool of Marketing Mix

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Kennedy Osagie

I thoroughly enjoyed the style and simplicity of this article. It brought the point home without begging it. It was wonderful.


The simplicity is wonderful


I really enjoyed this article more especially the 4P'S of marketing. This is really a nice article that one needs to be reading everyday.

Oduwa Agboneni

A wonderful article to help build up a product, sticking to your core value and unique selling proposition. It has taught me to always exceed my customers needs and do a continuous product development in order to stay ahead of the competition. The Starbucks case study made it simpler for me to understand, focussing on marketing and brand development. Special thanks to TEEP 2015 for exposing me to this article.

risikat temidayo adeyemi

i carefully read through all these educative articles, in fact, i am fully loaded now, i flashed back and saw that all that i was doing before, the way i was managing my business, was total mess, no wonder i kept spending money and the income is not forte coming, ah, God, i really appreciate mr tony elumelu for initiating this entrepreneural programme,money apart lets talk about the free mentoring he is offering trying to make our bussinesses a sucessful one. with all this lectures and articles, and mentoring, all centered on taking african businesses to a greater height, i think we are almost there.


This is a wonderful and mid blowing piece of article. It has helped to widen my thinking and strategy marketing and as well as how be adding value to my company.

iradukunda lyse

important article in the case that even you lunch a good product on the market without to do marketing of it, the product will not be sold. but we must know how to make a promotion for a product to sold it.

Florence Onwumere

This is a wonderful topic very insightful and will help me in my entrepreneurial journey


A perfect article for every aspiring entrepreneur


These are all it takes to actually be at the top, unique products and be customer eccentric


Very Insightful piece, well written and straight to the point. I now know why most new businesses fail and how top class businesses like Apple, Samsung, e.t.c remain top class with all the competition out there.


Very interesting, there is more to being an entrepreneur than just making a product, you need to know how to stay in the market first.


Enlightening! The article makes me feel much more confident in my product, Thank you Mr tony elumelu.


great, all I need to offer an unique product to more satisfy my client.


This is very helpful.

Arthur Mugwanya

Very informative on the topic.


My customer satisfaction and (not profit maxization) should be and remain my ultimate priority.


very informative article.feels like i just finished a course on product marketing and development,all in one article.thanks.

Natina Olu-Sawyerr


Bertrand Urama

The 4p's actually are the aim and objective of an entrepreneur. It is well documented.


providing the best quality product at a low cost is very important factor to bear in mind. This topic is enlightening.


Great Read, insightful and helpful.


4ps not to be forgotten. Tweeting it now. Awesome and educational.


very insightful

ukamaka Ugwuoju

This is a mind blowing article. Very educative and we'll crafted. This will help me in my entrepreneurial journey. Thank you Mr.Tony Elumelu we are great fully sir.

Martin Luenendonk

Very glad to hear your kind words, Ukamaka. Cheers, Martin


EI is deep comprehensive strategy, so direct and apt

Martin Luenendonk

Thanks James. We try to be as educational, direct, and applicable as possible. Cheers, Martin


if anyone must succeed in business then this is not just a must read it is a must do thing for every entrepreneur.

Martin Luenendonk

Thank you sooo much!


Wow! wonderful and educating. Without applying the four Ps it is very difficult to market your product or services. Thanks

Martin Luenendonk

Hi Jerry,

True! If you forget to apply the four P's then you might risk getting your product to market successfully.



Informative write up

Martin Luenendonk

Thank you!


This has been a very insightful and educative article to help entrepreneurs understand the key components of marketing which are the basis of business profitability, the product, price, place and promotion managed well lead to successful business venture. Thanks to Tony Elumelu foundation for the endeavor to keep opening the eyes of the budding entrepreneurs of Africa in a full exposure to business ecumenism.

Martin Luenendonk

Thanks for your kind words, Zachary. We wish you all the best with your ventures.


very simple and straight to the point

Martin Luenendonk

Thank you soo much, John.

Omitogun Abolaji

this is educating, its like recieving a lecture in class; thanks again for shinning the light on this aspect

Martin Luenendonk

Thanks for your feedback, Omitogun!

I hope it really helps people to understand the Marketing Mix overall and the Product in the Marketing mix and to apply it to their business.


Couldn’t have been put better! Spot on!

Martin Luenendonk

Thanks, Nick!

OIufemi Awogboro

This is so mind blowing and on point, a must read for every start up

Martin Luenendonk

Great! Thanks a lot, Olufemi!

Ayodele Donald OPADOYIN

This very insightful, I could remember taking this topic in one of my courses in Management in the University, but this is coming when I need to practically apply it in my Business idea, Product modification, Branding,etc.


This is truly an amazing tool for every manufacturer! If you think you know it all you are just getting started. This article will jolt you to the next level.


Read and well grasped. The Marketing mix of the 4Ps- Product, Price, Promotion and Place being very crucial aspects of marketing that if well managed and manipulated will see the needs of the customers met and the goals of your business being attained.Generally the 4Ps summarize all aspects of product and how, when and where they reach the customer.

Fatima Ojeosuman

Wonderful piece with so much information.


Wow. This is very rich


This is condensed MBA! Great article.


Great article.I have learnt a lot about the Marketing tools.Congrats

Gana Wakanbaga

the article has said it all. everything an enterpreneur needs to be successful

Alice Uwarugira

Important article for me and for every entrepreneur, It contained necessary information an entrepreneur need to succeed.

It is Very helpful.


Wow this is Great and impactful. This article has seriously exposed me to some marketing strategy.

Tuleun Kelvin Aondohemba

This is brilliant. Exceptionally awesome.


this is very informative. this goes beyond the 4P we learn t in the university.

Emebet mekonnen

I found it very interesting


Very insightful. Starbucks customer focus is out of this world. Understanding your customers is key.


Great marketing insight for startups, and an archiveable article!


Wonderful piece. The important of the four marketing mix can not be over emphasize in building a business.


Very very interesting this article. Thank you very much for the compliment you give us.


A very educative article

Ajayi Temitayo

What an informative and enlightened write up its so educative I have learned many things that wl improve my business tanks to TOE and the writer


Thanks for this insightful articles, it has add to my idea as a start up, i have downloaded it for future guideance.




This is highly education and well detailed informative for upcoming successful entrepreneur. Thanks to the Board of Team at TEEP 2016. I cannot help but to copied it out and save it on my document for further reading.

Opakunle Olusegun

TEEP 2016

Education and Training

Special Education Services.

fortune denis kalala

Very interesting article, well arranged to be understood, and I do. its real boost me and am sure to use it to develop my products so as to satisfy my customers needs.

Fortunaus Udogadi

Precise and succinct lecture.It brings to bare a whole new insight in product development,which will surely help us to refine our product. Thank you TEEP team for the knowledge.

Ogheneovo Anthony

Great works! It reminds me of some of the works I did on Marketing when I was doing MBA. This is more of a refresher course with practical insight....


A very educative and enlightening article.

Chigozie Anselem Omeoga

This article has enlightened me on the best strategy to deploy in order to get the best out of my market. I can't forget the 4 P's for magical marketing- Product, Price, Promotion and Place. Great!

Enyika Iheanyichukwu Godson

Very interesting article to help young entrepreneurs like us build up a product, sticking to core value and unique selling proposition. It has taught me to always exceed my customers needs and do a continuous product development in order to stay ahead of the competition. Special thanks to TEEP 2016 for exposing me to this article.

Ayoola Olayemi Abigail

Thanks, this article is an eye opener,Although the services I offer are not new but the article shows me how I can modify it more and satisfy my customers need identify their desires which will give new benefit to them.

Sufyan Lawal Kabo

Having read this article, I became more renewed in my business mission and strategy. If entrepreneurs would adhere to understanding this fully, their ideas about business would entirely be overhauled. This is far beyond just an article, we better call it a full course, a refresher etc. Great work from TEEP.


Wao, a nice article for new entreprenures seeking to create value and market the products like me

Sufyan Lawal Kabo

I am amazed with this article. Any time I read such, I feel I have been returned to the school and that gives me courage on what I am doing. With such, I get the feeling that venturing into a business does not require just a capital-acquiring business skills should come first. Surely, in due time, Africa shall be great!


Really great and enlightening article. Really got to the basics of products and product development, the Tony Elumelu Entrepreneurship Programme will definitely lead to a great many African business successes


Great article for a stress free product development strategy .. I will work on them step by step to develop a competitive product.

Olufemi Ogunkeye

Very insightful piece. Thumbs up to Tony Elumelu Foundation


Thanks to Tony Elumelu Foundation. This article just reminded me of school days. Yes this is great. Thanks this will put me on track in my business. There are things I need to put in place to do my business right.


A very nice article, easy to understand and applicable. Thank to Clever and TEF

charles udekwe

Simple but explanatory,thanks



Elizabeth Olateru

Very educational...exactly what I need..Thanx TEEF

Nestor C Ngozichukwuka

This is just on point and so easy to understand.
Thank you very much for the article.

Bisola Babatunde-Idowu

Waoh! This article is very precise and very educative. Thank you for sharing.


This is very interesting, I love that part of product development.


je me sent vraiment enseigné et riche d'informations utiles et capables de faire de moi un grand entrepreneur. Merci au TEF 2017 pour ce programme. L'aventure ne fait que continuer.

Emeka Ezenwelu s

Breathtaking! A good product can't just be out of chance, it surely takes a conscious effort to develop one. Nice article


This article is very educative.


it has been wonderful lesson on the marketing mix, thanks a lot to the Teep organizers and programmers


Très enrichissant et plein de d'enseignement sur l'accent particulier mis sur le produit. Grace au programme TEF, j'ai les clés en main pour développer à succès mon produit.

Jeffery Chizoba

Well documented and of great help!! Thanks.


Very enlightening


I had to put down some points for future reference. Its a great article especially on product development and the 3 levels of a product just opened my mind on the organisation of the characteristics of my product in my value proposition. Truly very educative.

Obiageli Ezeokoli

This article is superb and very insightful. Can hardly wait to apply practically!! Thank you for sharing


This article gives us a greater insight towards a better approach towards our product uniqueness and its solution driven goals in the market. This article is the core towards marketing any product. we love this article.


very insightful. Its been a joy reading this and I'm sure going to implement everything I've learnt. Thanks


Thank you for this article!

Helpful.... Absolutely helpful


Thoroughly researched,systematically written.I will recommend it any-day to any entrepreneur or manager.Thank you TEEP for the exposure.


Mr. Aliko Dangote recently sold the Dangote noodles to Indomie noodles stating the the quest to focus on pasta market as the reason. Just like Starbuck eliminated the breakfast sandwich business to focus on the coffee business. This only gives more credence to the 20/80 rule which state that 20% of your total business activities are responsible for 80% of your total business income. By focusing on the 20% business activities will enable you cut down operation and production costs leading to bumper profit.


Very good items thank you


Les caractéristiques particulières font la différence du produit et sont indispensable pour devenir un meilleur concurrent.


Great insight into the 4Ps marketing mix. I am at a point where I have a product and I am struggling to find the market. This article has showed me that i need put focus on the 4ps and the market will fall into place.


Very Insightful Article.


This is really worth the time and data. I had to pick my note pad and write. thanks


One of the best article I have read on Marketing Mix.


A very insightful article. Quite a lot of information that gives a step-by-step guide to building a consumer oriented product that sells.


This article are very helpful to build very good product. We can also determine the best strategy to growth our business.

Nasser ssenyondo

It has been very helpful. It has opened my eyes on these 4 yet most powerful interlinked variables most start up entrepreneurs ignore. I recommend it

Simisola Opeodu

wow! this article has answered the curious questions on my mind with regards to developing a strong Brand and i am utterly impressed plus satisfied.


Nice article. Very informative.

Rotimi Kolawole

This is a master piece. The 'Starbucks' Coffee' example made it sank. I took note; it is worth sharing all the day long.


This is such an enlightening article for entrepreneurs, especially those with green products... I find the Product Development steps most beneficial. I can see a major error we often commit by jumping from stage 3 to 7

Kgothatso Motshwane

Nice article!


great and simplified article


great and memorable article


Wow , It is a very educative article ,It has widen my thinking and knowledge on regards to product understanding.




Great Article... really educating and it is no doubt a practical guide to all entrepreneurs.... thanks TEF


i am Ernest Iheanaetu


very concise description of 4Ps of marketing and especially on product. The starbucks story exemplifies the concepts discussed quite clearly. Very educative and relevant to my entrepreneurial work.

Ikechukwu Okoro

Wonderful write up


This is extraordinary, the article has comprehensively highlighted the "ABC's" of lunching a successful product. The insights on marketing mix, product types and development is simply outstanding.


If I understood what I read correctly, the article focused on product and its development more than the price, place and promotion. It is such an insightful article which is easy to understand. I'm saving it for future reference.

KOUMBA Christ Charel

This is an article so important that it should be at the heart of each startup because it summarizes the ecosystem of the product and its environment


A helpful insight to organize my thoughts on how to recognize needs of my customers and consumers considering their core benefits, actual product, argument product; how to package delivery and label my product


A perfect article for me us entrepreneur


Offrir un enseignement de qualité avec de la veleur ajoutée.


i will be glad to have the full script of marketing mix 4 ps


The presentation are simply great. I still need time to read and reread to grasp the gist of the matter. I love everything.


This is really amazing, these article offers a balanced business development process. Very helpful to any entrepreneur that is on his /her way to the top of his/her career.


Whao! Quite engaging and insightful.


How possible is it to have the full dose, probably delivered into my mailbox? Would appreciate it.


So much information and so many things to take away from this article. I will making use of the strategies laid out here. Thanks!


This is well written, insightful, and very helpful. Thank you.


This article is actually quite enlightening and very practical. It works the entrepreneur stage by stage in terms of expectations and actions to take when introducing or redefining a product for a market.


This article is wonderful, it has provided details of Product in marketing mix of 4ps straight to the point, just want an access on the remaining 3P(price, Place and Promotion)


This is a very nice article for all entrepreneurs, its so educating and inspiring. Thanks to the author,


very interesting this article.


Though I had read the Marketing Mix before, but the simplicity of this article is very refreshing. I am better informed and prepared to face the market


While businesses are set for the ultimate purpose of profit maximisation, it's also necessary to put customer's satisfaction at the top of the list while developing your product(s) to solve a need


So much information contained within...needs to be read again and again to sink more... insightful indeed.


Nice article, educative and direct. Touched all the areas, no stone was left unturned. Massive knowledge gained.


Very interesting article!


Wow, what an insight. I love the product development part . This has improve on my reasoning. thank you TEF


I studied Business management at the University but I must admit, the Marketing mix has never quite been presented in this perspective before. again, TEF has set another precedence for me.


This article is wonderfully composed with market strategy to learn. I believe that if a company adopts and implement the 4p's of marketing mix very well, she will definitely has a competitive advantage over her competitors.


Wow! What an eye-opener. With all the points in it, yet, it is easy to comprehend. Thank you poster for this. Thank you TEF for bringing me here.


This is quite an interesting write up. Very educative and simple to understand. It comprises of all there is to know about the marketing mix. I've enjoyed going through all the pieces thoroughly.


Super wonderful... I was struggling with deciding my niche base. What kind of customers will be most beneficiary to me as I am to them. After reading I'm now rethinking my initial choice. Thank you for the write up @Martin I hope to make this a constant reference even after I launch.

Martin Luenendonk

Thanks a lot. 🙂


all this is really great and very interesting. I invite everyone to take notice.

Ene Theresa Otakwu

thats right


Very important article for my start up.


This article is quite insightful. It gives you a clear explanation of the 4P's for marketing without any ambiguity.

Ene Theresa Otakwu

yes it does


Developing successful products is the most important reason why you need to know the 4Ps.
creating a product that does not meet a customer's demand is of no use, or rather a waste in every area.
Really insightful


Many Thanks @Martin. The product development session was so detailed and was my take home lesson. Thanks again.

Martin Luenendonk

Welcome, my friend. 🙂


This article is simple and straight to point. It gives insights to both start-ups and existing businesses. Solomon Bala Okoh


The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place.

Ene Theresa Otakwu

well said

Ene Theresa Otakwu

This article has taken me back to the drawing board to work on my core values. Thanks for the insight

Goodness Chammang

Really insightful. Just makes you have clearer vision. @Martin Thank you alot for these proper break and example with starbucks.

Martin Luenendonk

You are more than welcome, my friend.


Totally enjoyed this article. Its simplicity is amazing. An eye-opener for me. Thank you.


Article is really helpful, it refreshed my memory


This piece is invaluable. I have seen the product life cycle play out in many of my designs as a fashion designer. At entrant, most of it gradually gained acceptance by our clients, but at one point, boom! Everybody wants to own a piece. Soon after it seems to reach a point of saturation and purchase becomes slow till it almost dies. With this article I have also been reinforced on the need to always brainstorm with my team on developing new products that focuses on the customers needs. Thank you TEF


I suspended every other that may want to beg for my attention. I took a pen and a book to take lessons down. It took me about 1½hours to complete the whole article. This is because if I read any line and I'm not satisfied or when I don't understand, I read and read again until I have gotten the message therein. And indeed, I see reason why even with a University education, a professor can yet still be regarded as an illiterate once he feels he has all the knowledge. If there is anyone who has opened this document and you are not better than you came, please read and read again until you are able to teach a 10seven years old some of the principles and he too understands.

Tony Elumelu is an African son. He is the definition of a true mentor. Thank you TEF for the privilege, all I can say is thank you. We will build our continent and I will tell my Children how it happened. Africa is headed for the future!


This is really rich material...
Thanks for the enlightenment.
My thoughts are truly worked on.


Such a perfect write-up. I love it and will use every words in it as an entrepreneur


This is very educating; captured all the factors i didn't consider


Wow, this piece has really helped me in reviewing my business, understanding my customer's needs and how I can profer a fitting valuable solution. Also the "Understanding the Mix" section...talking about branding, packaging and associated services really got me thinking about How I can effectively differentiate my products from that of my competitors. I'm really happy I read this piece. Thank you!


This article can help me to develop my selling strategy. thanks


Great article about how to optimise our marketing strategy by focus on customers and product to develop a successful entreprise.


merci pour cet article, j'ai aussi apprit qu'il y a trois sortes de produits


The only bone of contention is the level of products. While some school of thoughts has it that it is four, your article maintained four.

Oloyede Olawale

I Really Enjoyed The whole marketing session is very educative and interesting.

Charles TIGOLI

Several aspects of the marketing mix that I didn't know about were well illustrated in this article. What will make me provide a service much more adapted to my customers. Thank you TEF


Everything said here in this lesson is true and should be judiciously followed by all existing and intending entrepreneurs.


The 4p's marketing strategy is what every enterprenuer need not forget in a hurry it for young entrepreneur and existing needs to deploy for products turn-over in other to stay ahead of competitors


If one must be successful in his business then this article stands a mirror that must be used to always envision one's product. This article is a strong tool that can make a business become immortal. Thank you Mr Martin.

Katangaza Jovia

Very insightful piece for us aspiring entrepreneurs. I now know why my business was failing and now I know how to market my products and gain confidence in them.

sara ntahombaye

This article is really educating i have learnt that in every field of business one needs to know the importance of marketing skills and also i now have noticed that consumers purchase based on how products and services are packaged


This article is very comprehensive. The explanation on the 4 Ps are so clear, I now understand them better. I am really enjoy this training God bless TEF


I specifically enjoyed the product development process. Oddly, I did not realize that a product has a decline phase where the company must redefine its functionalities in order to stay in business. I guess this is what probably happened to Nokia Phone Company. I particularly noted with keen attention how Starbuck is able to maintain its strong brand, quite fascinating!

Twizeyimana Yves

very important topic, I have enjoyed it, Especially in product development
That was very helpful.


very informative, especially, for those who want to be successful entrepreneurs, key questions in developing successful products and product life cycle is my take away.


Wow! This is absolutely eye-opening and enlightening.

Linus Nwuju Mbakwe

Very well dear, this is an important area that we all need to be successful as entrepreneurs

Linus Nwuju Mbakwe

Marketing mix or 4Ps of marketing is an essential sub area that requires not just the theoretical aspect of training; yes, this training has me good insight, yes, i think i have to proceed for practical phase of the type of training. However, i am very happy with what this section has thought me so far.

Ajibade festus Temitope

I read and re read several times, i discovered that there are so many things hidden from an ordinary business person that will not want to read books and articles like this, i stumbled on a lot and they were all eye opener to me. i said to myself FESTUS you have a long way to go if you must survive in business. I believed i am on the right part, thanks so much for this revelation

Jayne E F Opesan

Simply amazing. Many thanks for this wonderful insight, capped with the explosive Starbucks story !


Reading carefully through this article has made me gained new knowledge about marketing mix (the 4p's), and this has helped my understanding so greatly as an entrepreneur.


When I suddenly looked for paper and pen to take notes was when I realized how clearly I understood this article. Thanks, Cleverism.


This material is so helpful to me and I've learned a lot especially on product life cycle, branding and product development. I am really grateful.

HOUNWANOU Mahunana Rodrigue

I'm really happy, delighted with this article, it's really interesting for an entrepreneur.

Adenike Elizabeth Atiba

This is a unique article that must be read by all Entrepreneurs who want to be suçcessful in marketing their products


I now know that Product marketing is the process of bringing a product to market, promoting it, and selling it to a customer.


Products should be able to perform it function as promised. The entrepreneur should know what the customers want from his product, the need it address and cost of the product among others while maintaining it right quality