2. Market Mix (4 Ps)
PRODUCT
Product features and characteristics
Characteristics that make the product different than
the competitors
Typical product size, shape and form
Product performance, product ratings and evaluations
PLACE (distribution)
Where the product is sold
Packaging characteristics, various packaging
forms
Manufacturing and distribution structure (what
type of retailers are used i.e., convenience store,
hyper market, home center, online store, etc.)
Information about the sales force and sales
people
PROMOTION
Advertising activities
Promotion activities
Social media activities
Sampling and trial activities
Branding activities
Joint advertising and collaboration activities
PRICE
Typical price range for the major product
If the product is priced as premium or
economy or mainstream
Cost per unit
3. SWOT Analysis
STRENGTHS
What makes your brand better than other similar
brands?
Do you have a better business model, better production
method, a better brand image, etc. than competitors?
Think about the strengths of your brand in terms of 4ps:
pricing advantage, performance and features advantage,
promotion or marketing capability advantages and
advantages of your distribution capacity.
Other strengths: patents, business and media
connections, financial resources, a unique business
model, small-size or big player advantage, labor
capacity, etc.
WEAKNESSES
What are the weaknesses of your brand (awareness,
brand image, consumer barriers, operations, etc.) ?
What are the things that your customers are not
happy about or ask more about?
What are the main reasons people who are aware of
your brand choose to buy a competitor brand?
What are the disadvantages you have that some
other brands don’t have?
Is there any competitor who has a better image,
better business model, better price, better
distribution, etc.?
OPPORTUNITIES
Are there any new technologies that can be used by your
brand?
Is there anything new that consumers demand?
Can any of your strengths or weaknesses be turned into
an opportunity by a small amount of investment?
What are the resources, product features, etc. that you
haven’t utilized yet?
Is there any existing or emerging market segment you
haven’t served yet or you can better serve?
THREATS
Are there any new trends, social concerns that are
bad for your brand?
Are there new competitors? Are there competitors
that are utilizing effective marketing techniques?
Are there new products or substitute products or
new product forms that are offered in the market?
Are there any possibilities for the increase of the
cost, distribution problems or your product being
obsolete?
4. Sample Perceptual Map
B
C
D
A
X
High
Low
Low High
What can be high and low?
- Price vs. quality
- Convenience vs. variety
- Kids&adults vs. nutritious&tasty
- Prestige vs. sporty
- Enjoyment vs. effectiveness