The 4 Ps are a well documented set of tools frequently referred to as the marketing mix. They are used to provide a starting point and basic analysis to both established and new start-up businesses.
The 4 Ps stand for Price, Product, Place and Promotion although some of these words are frequently replaced in practice with descriptions more relevant to their particular functions.
Price
The price at which a product or service is sold still remains one the crucial influencers in the decision on whether to buy. Pricing goods at a significant premium to those of competitor’s products with no other obvious differences or features is unlikely to result is increased sales rewards.
Product
Product covers both the usefulness and demand for an item in general and also any specific features and benefits which accompany a business’s individual offerings.
Both real and perceived benefits of the product or service are counted in this category, hence a strong brand name might result in an unfounded belief that that business provides better quality products for the consumer’s money.
Place
The point of distribution, where customers can acquire the goods and services of the business is an important part of successful marketing. Once the decision to buy exists the enterprise must ensure that its offerings can be acquired both in the appropriate time and at an amenable outlet.
The location of "place" has changed significantly in recent years with the advent of the internet and online shopping. Placecan now often mean home delivery following a purchase initiated through a computer browser.
Promotion
Promotion focuses on using the available marketing and specifically advertising budget in a useful way possible. An analysis of where and how to promote a product or service should enable the manager to conclude on the form, duration, media type, message and other salient aspects of the marketing campaig
A List Of Possible Industries That Use Graphic Design.
- Health(NHS)
- SPORT
- Charities
- Tourism
- Publishing/Editorial
- Music
- Retail
- Fashion
- Education
- Leisure
- Cosmetic
- property
- Banking
The client group that I have particular interest in working in is based around branding and identity, the idea of creating a brand from scratch or altering the public perception of a brand is what attracts me to this area of graphic design, as well as being able to positively alter the companies sales through my work, allows you to see a direct effect of my personal design work. Perhaps the area that I would most like to focus on is the sports industry.
The sports industry requires a diverse range of skills, from publishing layout to logo design, as well as being competent working for design for screen, for example viral videos and adverts. Sport is considered a global language, especially in the case of football, and it is this that also attract me to this particular industry. The fact that my work for a brand could break down language barriers due to universality of sport and as result the brand itself. Nike would be a prime example of this.
Specific skills required for being successful in the sports industry included having a keen eye for the layout of type with in publications as well as having the strong concept bases to make the brand you are working on stand out, in an industry with is perhaps over populated. Design for screen for example web sites, are also crucial for a companies success, and it is this that I think I need to develop to become successful in this specific field, although the layout skills I have already obtained will help me greatly with this. Being aware of cultural and social changes are also important for this industry as often the industry sets trends and it is this that also attracts me to it, designing the face of a industry that sets trends.
Setting up my own branding and identity company is a professional aim of mine. This company would have a USP of focusing in on the sporting industry. Like explained earlier, this would require me to have a large skill set, my skills would have to include layout and design for print and screen (websites, Promotional Books) as well having the strong concepts to make the client stand out from a competitive market. As a company I would like it to be small and personal, as this would allow a positive client relationship, and improve design practice with a constant dialogue with the client. The price of the work produced for these clients would be set at hourly rates, and would be representative of my own company’s identity, that of quality and an affordable price. This quality would come in final resolution with the general aim of increasing client’s profit margins through my design.
