5 ps of marketing

What are the 5 ps of Marketing? An Introductory Guide.

Marketing is the backbone of every business. The product’s future depends upon the marketing your brand does. Therefore, it is crucial to understand the 5 Ps of Marketing, that is also known as the marketing mix, to succeed and stand out among your competitors. These principles of marketing act as pillars on which any successful marketing strategy is built. 

There is no doubt that they’re effective, but sometimes it becomes challenging to implement them. So, it is a must to have a solid understanding of all five components, and how they act together, and how you can employ them to make them work. 

In this post,  we will dig deeper and understand what they imply and why it’s necessary for you to be strategic about them while crafting your marketing plan or starting a new product.

So, without any further ado, let’s move forward and look at them one by one.

What Makes the 5 Ps important?

The 5 P’s or the marketing mix are compelling tools that let you select and design the right marketing strategies for your business. It requires you to consider which areas of your business can be upgraded to meet customer needs, attach value, or differentiate from competitors. 

The five areas you have to consider to build the right strategies are Product, Price, Promotion, Place, and People.

Although every area can be adjusted based on your internal environment and outside influences such as financial shifts or other events worldwide, it’s still necessary to consider them while planning.

History Behind Marketing Mix + 4 P’s

Earlier, there were 4 Ps in the marketing concept that was developed by Edmund Jerome McCarthy, who was an American marketing professor. This approach concentrates on the challenges and problem-solving marketers encounter rather than analyzing marketing from a functional standpoint.

McCarthy’s model provided marketers with a tool to fully understand the sociology and psychology of customers, which has led to more productive marketing campaigns.

The marketing mix refers to the 4 P’s consisting of Product, Price, Place, Promotion. In the late 70’s it was popularly thought by marketers that these four elements required to be updated. This led to a new update in 1981 known as Extended Marketing Mix, produced by Booms & Bitner.

What are the 5 Ps of Marketing?

5 Ps of Marketing

These 5 Ps of marketing are key marketing elements that put a business strategically. These 5Ps are also known as marketing mix, are variables that managers and proprietors manage to serve customers in their target market, attach value to their business, and further differentiate themselves from competitors.

1. Product 

This is the first P of marketing, and it should be at the focus of all elements in your marketing mix. When you make decisions for your products, it further involves function, branding, appearance (i.e., color), warranty information, packaging, and quality considerations such as how long something lasts. 

While developing your product or service, analyze the key features and advantages and what consumers desire. The product decisions you make will have an impact on your business success. Packaging is crucial as it can let you differentiate between contenders in a crowded marketplace and eventually convince buyers that their products are worth buying. Function, guarantee, quality should all be considered. Still, appearance may be sufficient to seal the deal for a few customers, so do not ignore this aspect while developing marketing campaigns or building new offerings.

When it comes to products or services, customers want to know the features and advantages of buying. To do this, think about crucial components, including the product’s advantages or requirements that will best satisfy your customer’s desires.

2. Price

The price element of your marketing strategy is crucial for producing a profit. It covers the advertised price, any discounts and sales you provide to entice new customers, and how payments are taken from them, such as credit terms or other payment arrangements.

The pricing strategy for your products and services will influence how potential clients see it. Many factors come into place while setting a price, such as discounts and payment arrangements, which all play a vital role in drawing customers to buy from you over other competitors offering similar products/services.

How do you decide how much you should for your product or service? It would be great if you had a price that includes expenses and makes a profit. It also requires it to fit with what consumers are willing to pay. Make sure you research the pricing your competitors are charging, then determine where you would like your business’s charges set on this spectrum so that people will feel worth their money.

3. Promotion

Promotion involves a range of activities and techniques you can utilize to promote your products or services. It covers public relations, direct marketing, advertising sponsorship, sales, and social media.

To understand what kind of promotion is best for a business, therefore it’s important to understand the importance of customers and whether or not they’re worth procuring. While advertising can cost companies substantial funds, doing analyses before spending on any campaign lets you determine if this expense would be useful.

The first step in determining a promotion is building your target market and what media they use. The following steps define how much

  • it will cost, 
  • the number of new sales needed for Return on Investment (ROI), 
  • and other factors such as purchase timing or memory needs.

 Once you calculated all the above factors accurately with ease by using ROI analysis tools produced specifically for this purpose, then you can proceed boldly into making a knowledgeable decision about which promotional tool best satisfies your company’s goals!

4. Place

The place component of the 5 Ps of marketing leads to how you get your product or service to the customer at just about any time, in the most suitable location, and with an adequate quantity. It involves distribution channels (e.g., via an online shopfront), logistics, market coverage, and more!

For instance, suppose you consider expanding your business’s reach into e-commerce. In that case, it pays attention to how consumers use their internet connection for buying goods – would they feel satisfied buying from that channel?

Having the right product or service available to consumers at the time and place they want is essential. If you’re unavailable, then your customer might go for someone else who can give what they want.

5. People

You have to empathize with all three involved: yourself, staff members, and consumers to expand your business. It’s crucial not only to know the needs of every group but also to establish goals according to them so whether or not they ponder on company morale will be observed in customer satisfaction levels and eventually profit margins.

The most important element of your business is its people. You need to consider the requirements and wants of both customers and staff if you develop in any way, shape, or form. It involves setting targets and measuring customer service levels so that you lure loyal customers who will return repeatedly – it’s all about being informed!


In this post, we have discussed the 5 Ps of marketing that you should consider while implementing marketing strategies as they will help you envision your action and further let you attract new customers.

If you want to stay ahead of your competitors, it’s imperative to have a great marketing strategy in place. One such great strategy is a referral program. A referral program is a great way to entice your loyal customers and acquire new customers without spending too much.

If you also want to launch a referral program then InviteReferrals is a great option, as it has an easy-to-use interface and is available at an affordable price. Learn how it works.


Shivani is a content writer at InviteReferrals. She writes SEO articles, blogs, and guest posts for businesses to improve website ranking on SERP. She follows a balanced approach for the quality of content and its marketing. She loves to do creativity, although she had an English major in her graduation.