Why the 4Ps of marketing may change to just 1P, writes Naresh Gupta

Within the 60’s, when Professor Philip Kotler was crafting {marketing} methods, he spoke of the 4Ps of {marketing}. Product, Place, Promotion and Worth grew to become the plinth on which manufacturers constructed their lofty palaces. The speculation of positioning added that huge mast pole on which manufacturers flew the flag that made customers flock to these lofty palaces.

One thing appears to have modified in the previous couple of years. The change is so basic that the time-tested theories of {marketing} are being questioned. The famed 4Ps have new aspects; there are extra Ps added to the 4. Some even name it 6Ps by including Efficiency and Presentation to the unique 4. Positioning too is dropping the battle for the thoughts as an increasing number of manufacturers are not joyful flying the singular flag on excessive mast.

The recall of {marketing} theories has not been triggered by the continuing pandemic; if something, the pandemic could solely have slowed down the velocity at which the theories have been being mutated and reworked. Past theories, the phrase model did one thing essentially easy: it triggered the will in customers’ minds for the enterprise to command loyalty and drive profitability. This need for the model is what has reworked in a systemic approach.


The mutation of branding theories has occurred on account of emergence of what we as we speak name platforms. Platforms will not be new – due to the Web, they’ve been in existence for a while now, however they have been by no means as highly effective as they’re as we speak.

Think about this: At present, as a shopper, your relationship with the financial institution that issued your {credit card} is weaker than the fee aggregator by means of whom you merely pay your payments. There’s extra – you’ll not enable your knowledge to be farmed and shared by your financial institution, however you’ll enable the fee aggregator to take action. It is because the financial institution is boring, however the platform is humorous.

The identical is true for a restaurant. Earlier, the success of the eatery was depending on meals, style, expertise and buzz. At present, the success depends not on style and expertise, however on what the restaurant platform treats it as. As customers, we don’t even hassle to verify the place out, relatively pull our telephone out, verify the rankings and order. Think about – the way forward for the model is within the arms of those that merely ship.

The idea of platform is definitely as outdated as retail itself. In its earlier type, it was the affiliation of outlets in a location, then it reworked to change into a shopping center. In each circumstances, the buyer had a say in the best way the model had a dialog. The platforms weren’t greater than the model.


The scenario as we speak poses a brand new problem to each model creators and customers. The shift in management is just not useful to both. The fortunes of manufacturers and companies are within the arms of a 3rd celebration, who’s individually not invested within the model, however whose focus is on aggregation.

Will the manufacturers be capable to stand taller than the platforms? The thought could seem romantic, however this isn’t going to occur. Because the world will get pushed extra by apps, the platforms will change into the place all of the experiences reside. The 4Ps will change to only 1P. The palaces the manufacturers constructed could not even get house in museums. Welcome to the brand new world!

(The creator is Co-founder and CSO, Bang within the Center)

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