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A Marketing 4Ps run reviews how the company you describe goes to market: what it sells, how it prices, where customers buy and how it promotes. Marketing 4Ps is a Foundational framework, so it’s included on the Free plan and every plan above it.
Marketing 4Ps is available on Free, Essential and Professional plans, and on pay-as-you-go. See Strategy plans.

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When to use it

  • You’re launching a product or entering a new market and want to check the marketing plan holds together.
  • Sales are soft and you want to see whether product, price, channel or promotion is the weak link.
  • You’re reviewing a marketing budget and want each element assessed on its own.

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What you get

The Components tab opens with an Executive Summary, then four sections under Framework Details:
  • Product
  • Price
  • Place
  • Promotion
A Sources list shows what the analysis cited. Standard and Deep runs also fill the Momentum tab (trends affecting the company), which means Essential and higher plans, or pay-as-you-go at Standard or Deep. Deep runs add the Assumptions tab (what the analysis depends on, by risk), which means Professional, or pay-as-you-go at Deep. See Work with framework results and Analysis depth.

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Run it

1

Open Generate Framework

In the side menu, under Quick Frameworks, click Generate Framework.
2

Select Marketing 4Ps

Under Positioning & Strategic Analysis, find Marketing 4Ps and click Select.
3

Describe the business

Fill in the Business Context fields. See Generate a framework for what each field means.Under Framework Inputs (Optional), Marketing 4Ps asks for:
  • Target Audience Demographics
  • Pricing Sensitivity
  • Competitive Positioning
  • Marketing Budget
  • Brand Identity
  • Customer Acquisition Costs
  • Current Marketing Channels
Your own figures for budget, acquisition costs and channel performance make the Price and Promotion sections more specific. Click Continue.
4

Generate

On pay-as-you-go, pick a depth under Analysis depth. On a subscription plan, the run uses the deepest depth your plan includes. Click Generate Framework.