Hi. I' Gary Eckstein from organicweb.com.au. I consult on marketing I' a Mailchimp Pro Partner
and most of all I just love marketing now when we mention marketing often people and
maybe especially in small businesses people think of marketing as promotion only but it's a lot more
a lot of us have heard about what we call the marketing mix or the 4Ps of marketing in this
video I' going to try and make that marketing mix the 4Ps of marketing come alive in an example
of some really great marketing actually of Oral-B a tooth care and gum care company
as mentioned I' going to be talking about the the marketing mix the 4Ps now
there are variations of the marketing mix seven ps etc but but I'll talk about the the
the primary uh 4Ps or the original 4Ps let's call it product place price promotion
in marketing these need to work together products will not sell they do not work
if these four aspects the product the place the price the promotion don't work together
so the product is obviously your product or service the product you're selling or the
service you you're selling the place is it could be your where you where you sell it such as do you
sell it just online in bricks and mortar stores in just supermarkets in you know certain other places
price is self-evident and it includes discounts and so on but price is unbelievably
important if we price our product too low people will perceive that the quality isn't good enough
if we price our product high and the quality is low for example people just won't repurchase
and price is is is a very big indicator to people of quality so so keep keep that in mind
promotion obviously is how do we promote our products and so on you know what social uh social
media channels do we use do we use email marketing do we advertise on google linkedin uh you know and
so on but these all need to work together and they need to support each other to provide a consistent
message so your packaging of your product has to be consistent with the pricing if you if you're
selling a premium product well the packaging has to be pretty good and look pretty good
if you're not charging too much your packaging probably
doesn't need to be great because there's going to be confusion in the consumer's mind
if for example it's a discount product but it's extremely great and expensive packaging
so again they all all these four have to work together now I mentioned the word positioning
and that's another concept that is absolutely key we position our product or service or brand
for that matter in the consumer's mind we paint a picture in the consumer's mind and
it needs to be consistent our marketing so that that picture or that that that thought or how
the person perceives sorry our product and so on is consistent a long time now of course we can
move the positioning but it needs to be a thoughtful process because it can become
difficult and we can lose sales we can destroy our brand if our positioning is not consistent and we
try and change it actually just while I' sort of thinking about it in Australia we've recently had
Toyota very popular brand perceived as extremely high quality now they used to be fairly cheap
cars uh quality improved so in consumers minds uh the product has improved the Yaris which is
a small car they sell has undergone a huge price increase in Australia and to be absolutely honest
I think it makes a lot of sense because in the consumer's mind they're seeing a premium or a
very high quality product so that allows Toyota to actually charge more so in that case the product
has actually led the positioning to change to a high positioning or a different positioning Toyota
can charge more but let's move across to the real example I want to show and that is Oral-B because
they have been consistently fantastic about their positioning I grew up in South Africa I live in
Australia now but I remember even when I was young and growing up and I' extremely old I'
how old am I 48 I think yeah I' extremely old even when I was growing up in South Africa I remember
that we used to get you know when you left the dentist he would or she would give you uh some
Oral-B toothpaste as a giveaway or a toothbrush or something like that
really really clever now Oral-B continues to do that I know that the um dentist I use
here gives away Oral-B products as well it's very very very clever um
placement they placing their product which supports their promotion
the place they've chosen to promote in a large way and they use other places but the place
um of their their product they sell is of course it's in supermarkets but
they also use clinics which are very reputable or seen as very reputable to give away products
the promotion if we look at it even the pictures I mean it doesn't say that this is a person in the
dental or medical field but they're in a lab coat it's white it's clean the packaging supports
that whole impression so the product we perceive is good because dentists give it away
the place again where can we buy it well we can buy from our dentist or we can buy it from
the supermarket but even if we buy it from the supermarket it's still positioned in our brain
as a premium product which means rlb can charge more and the charging more actually supports the
product being a premium product their promotion as we've already seen it's pretty consistent across
tv adverts and so on where you've got people that look like medical professionals and so on
uh promoting the product so it it all leads towards this positioning sorry as a premium
very high quality uh important um product and they have been consistently good so well done to rob
but of course if you've got a cheap product or you know an expensive product or whatever
you just need to make sure that your positioning is right and it all comes down to the good old
four p's of marketing product place price promotion I hope that I've made this sort
of marketing mix come a little bit more alive because it's quite theoretical if you read it
in the sort of marketing theory books and it's quite good to see it I think anyway uh from a
products uh perspective but thanks for joining me I' Gary from organicweb.com.au.