CHAPTER 4:

DEVELOPING THE
MARKETING MIX
The 4P’s of Marketing
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 In making a product, the following questions should be
asked:
1. What is the product’s function, appearance, quality,
design, features, packaging and brand?
2. What need dies it satisfy
3. What value does it offer to it’s customers?
4. What makes it unique?
5. What is it’s unique selling price (USP)?
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Packaging – It serves to contain and protect,
sometimes identify and promote the product.
The following are purpose of Product’s Packaging:
 It protects the product in route to the customer.
It makes product storage and display more practical
and effective.
It preserves the product for further customer use.
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 To be consider in Product’s Packaging:
1. How much quantity of the product should be contained in
the package?
This can be based on the usage and consumption of the
customer or habits of the customer. (Example: quantity of
Shampoo, Medicine etc.) It is complemented by price and
affordability.
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2. What physical attributes should the packaging have to
facilitate customer use?
The design of the packaging must consider how the product
is used. Considering the product handling, storage, the nature of
the product and it’s shelf life and type of package should be used.
How is the product opened and dispensed and how it can be
resealed and stored for the multiple used product.
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3. What legal requirements must the package comply with?
Under the law, all product’s packaging must be secured,
leak – proofed and safe for the customers.

4. What is the most appropriate shape of the package?

Manufacturers should consider the functionality and
storage in deciding the shape. This makes product handling,
shipping and storage efficient as these shapes permit the greatest
quantity.
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 Labeling – a display of information about a product on it’s
container, packaging or on product itself. It mut include name of the
manufacturer, country of origin, expiration date and etc.

The following ae factors need to be consider in labeling the

product
 Establish the image or personality of the product based on the
tastes and preference of target market.
Determine the most important features of the product.
Determine where the product will be sold and applicable.
Determine the placement of the product in relation to other
products, particularly competitors.
 NEW PRODUCT DEVELOPMENT

 It can get ahead of competition.

Through new products, it launches to change the entire

industries. (Example: Internet, Smart phones)

Successful efforts at developing and launching new products

have catapulted companies to the top of their industries and
safe from bankruptcy.