The 4 P's
The "P" that involves how much a customer pays for a product.
Price
A recognizable graphic or symbol used to identify a company.
Logo
The specific group of people a company wants to sell its products to.
Target Audience
Short, catchy phrases used in advertising (e.g., "Just Do It").
Slogan/Tagline
A person with a large social media following who is paid to promote products.
Influencer
This "P" refers to the distribution channels or where a product is sold.
Place
The unique "personality" or image a company creates for itself.
Brand Identity
Identifying customers based on age, gender, income, or education level.
Demographics
Form of promotion where a business pays to have their product featured in a movie or show.
Product Placement
A marketing strategy that aims to create content so engaging that it spreads rapidly across the internet.
Viral Marketing
This "P" includes the features, design, and packaging of what is being sold.
Product
A brand's "promise" or the specific benefit that makes it better than competitors.
Value Proposition
Segmenting a market based on lifestyle, values, or personality traits
Psychographics
A non-paid form of promotion, such as a news story or a viral social media post.
Publicity (or PR)
The "Path" a customer takes from first hearing about a product to finally buying it.
Customer Journey
This "P" covers all the ways a company communicates with customers to build awareness.
Promotion
When a company uses its name on a completely new category of product (e.g., Ferrari making a watch).
Brand Extension
This term describes a very specific, small segment of a larger market (e.g., organic dog food for poodles).
Niche Market
Using a famous person to promote a product or service.
Endorsement
This term refers to the "unboxing" or physical experience a customer has when they interact with a brand in person.
Touchpoint
Adding this "5th P" often refers to the employees who deliver the service.
People
The total value of a brand—the "extra" money people pay just for the name.
Brand Equity.
The geographic area where a business focuses its sales efforts.
Geographics
A promotional strategy that rewards repeat customers (e.g., Starbucks Stars).
Loyalty Program
The practice of using human psychology (like "Only 2 left!") to create a sense of urgency and drive sales.
Scarcity