The Marketing Mix: 4 Ps
           Product                                                    Price 
                                P
           What                  ro                           e       What are the 
           product(s)              d                        ic        pricing 
                                 t uc                      r
           should we                                     P            objectives?
           sell?                        The 4 Ps
                                        The 4 Ps
           How should                                                 How much 
           they be                                                    should we 
           branded?                                                   charge?
           What is the                e               P               Promotion
           Place                    c                  ro
           best                    a                  i  m
           Where, when            l                    o  o           What value does 
           positioning?         P                       n  t          our product add 
           and how will 
           consumers                                                  for consumers? 
           access our                                                 What is the best 
           products?                                                  way for us to 
           How will we                                                convey our 
           distribute?                                                message to 
                                                                      consumers?
        The Marketing Mix: 2 Cs
             CustomersCompetition
         Who is our target 
         market?                       Who are our 
         What are their wants          competitors? 
         and needs?                    What do they 
         Tip: the customers are        offer?
         the people who make           How can we 
         purchase decisions and        differentiate 
         buy goods from a              ourselves?
         particular firm; 
         consumers are people 
         who use (“consume”) 
         particular goods or 
         services – but may or 
         may not be customers 
         to a given firm
     Marketing Mix MODEL
                         C
                          om
                          p
                           et
                           i
                           tio
                            n
                  TARGET
          r       MARKET
          em
           usn
            oC
    The 4 P’s & 2 C’s of Marketing
    Canadian Tire: A Successful Mix
     Now that you have discovered the 4 P’s of the 
      Marketing Mix, let’s look at how one company, 
      Canadian Tire, successfully put all the P’s together.
         PRODUCT
          Canadian Tire provides auto     “There’s a lot more to 
            maintenance at most of its        Canadian Tire than 
            stores, and sells a selection 
            of assorted products              just tires.”
            including...
             – Auto parts
                                               – Canadian Tire 
             – Leisure goods
                                                  carefully selects the 
             – Household items
                                                  goods and services it 
             – Do it yourself supplies            markets
               and tools