14 P’s for your Marketing Plan
Posted in News

The four P’s of marketing is a common starting place for planning marketing. But marketing is much more than your advertisement. Everything you do is a part of your marketing.

The 14 P’s of marketing is a more comprehensive list of things to consider when you market anything.

1. Packaging

Packaging is one of the four P’s of marketing. If no one notices your product, no one will buy it. And if no one wants to buy your product after seeing it, no on will buy it. Many companies spend millions in packaging design. And for some huge brands that’s a sound investment.

Whatever you sell, you need to think about the packaging. If you sell a service, the packaging means the way you and your employees look, your website, and everything else your customers see of you before the purchase.


A picture says more than a 1000 words. People notice pictures more easily than words. Especially close-up pictures of people’s faces capture our attention. This is why women’s magazines nearly always have a close-up picture of a face on their cover.

To understand a phrase, you need to read it. To understand a picture, on an intuitive level, you only need to glance at it. Reading takes time, glancing doesn’t. Don’t expect people to take the time to read.

There’s a great rule of thumb for moviemakers, “70% of information should be conveyed through pictures (the rest with sound).” Use the force of pictures to tell your story whenever possible.


People want certainty and there’s no better way to get certain about a purchase, than to test the product first. You wouldn’t buy a car without test-driving it first, would you?

The larger the purchase the more important this is, but even the smallest purchases are easier when you can put your mind at ease. If, for any reason, you cannot offer a free trial, at least offer a nearly free trial and a money back guarantee.


The most important part of marketing is the research for it. Understanding your story, your customers, and the general situation takes time. And most people don’t spend enough time planning.

You can spot a poorly planned marketing message instantly if you know what you’re looking for. It’s not clear on what it’s selling, it’s not directed to anybody in particular, it doesn’t catch your attention, and so on. Do your planning well, and you’re halfway ready for marketing.


How will your product make the user’s life happier? People strive for happiness and they make decisions based on that. Unless they believe your product will make them happier in some, way for some reason, they won’t buy it.

Sometimes the message is as simple as,  “Buy this product and you’ll be happier.”


Positioning is one of the basic four P’s of marketing. It has a couple of angles to it. First: you must notice a marketing message, to be affected by it. Second: positioning changes your message.

You wouldn’t pay for ad space under a bridge. There’s no one there to see your message. So, no matter how little you pay for it, it’s a waste of your money. At the same time you probably know (at least you should know) the best places for you marketing. Places where your potential customers will notice it. And remember that not all of your customers use the same medias.


If your potential customers use a competitor’s product, you need to convince them to take a risk. People feel safe with a product they’ve used. They’re unlikely to switch to your product without a very convincing reason.

You can compare your product to the other one, to illustrate the differences as well as the similarities. The similarities can turn your product from unnecessary risk to worth checking out.

You can also go for a more aggressive approach. Break your competitors product. Obviously I’m not suggesting vandalism.


Nobody can ever guarantee the success of a marketing campaign. But premeditation will make the success much more likely.

Before you ever launch your campaign you should become the devil’s advocate. Look closely at all the aspects of your campaign. If there’s anything you haven’t considered, do so before you start to market your product.


Pricing is one of the basic four P’s of marketing. Understanding what people are willing to pay for your product is essential. Even if you nail every other P of marketing, the pricing can screw up the whole thing.

A low price lessens the product’s perceived value. It can even lower the perceived value below what you’d expect from a free gift.

But if your product is too expensive for your customers, they won’t buy it. When a customer is choosing between two products with near identical qualities, pricing becomes very important. And the cheaper one usually leaves the shelf.

10. Principles

People have their own principles. And they generally hold on to them tightly. Your marketing message cannot oppose these principles. Instead you can use the principles to your advantage.

You like your principles and you like others who share the same ones. This applies to products as well as people. You like products that reinforce your principles or at least work in accordance with them.


The product is yet another one of the basic four P’s of marketing. A great product is much easier to market for several reasons. There are more good things to market. It will create word of mouth marketing. It will exceed customers’ expectations. And so on.


A purchase is always a risk. You as the marketer should do whatever you can to make purchasing your product seem less risky. A specific and simple to understand promise creates the most certainty for the customer.


Why do people do charity work? They do it because of the purpose the work gives them. They feel they’re a part of something bigger than themselves. But giving purpose isn’t reserved for charities. You can easily market an ecological product with the feeling of purpose.


Your marketing should always push people into taking action. You can successfully create the desire, but still fail at creating action. Ideally you create enough push with the other P’s of marketing. But some things create push more than anything else.

For more information or to implement your own company, just contact us.

Manager’s Office
Marketing Team

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