Gino Biondi, vice president of sales & marketing at Zenith Products, has suggested that the 4 P’s of marketing aren’t enough anymore. Instead, he believes it takes a baker’s dozen of P’s to represent the many facets of product, channel and brand marketing.

1. THE NEW 13 P’S
OF MARKETING
The 4 P’s of marketing
aren’t enough anymore!
Here’s a new take on the
old marketing mix
CHANNELINSTINCTS.COM

2. Performance
Product
People
Projection
Programming
Packaging
Planogram
Place
Public
Relations
Promotion
Proliferation
Price
Positioning
THE NEW MARKETING MIX
THE NEW
13 P’S OF
MARKETING

3. MARKETING MIX DEFINITIONS
1. Performance: A Marketing Plan must have specific
and measureable metrics and objectives including
profitability
2. Positioning: Brand Essence, functional & emotional
benefits and character
3. People: The target consumer/customers and
segments
4. Product: The brand foundation made up of key
attributes supporting benefits at a given cost

4. MARKETING MIX DEFINITIONS
5. Proliferation: Product mix optimization
6. Packaging: Can be the most impactful marketing
communication tool. “First Impression”
7. Planogram: Shelf placement, look and shopability
8. Place: Geography, Channels
9. Price: The value relative to the offering consumers
are willing to pay and the basis of a firm’s profit
10.Promotion: Trade Merchandising

5. MARKETING MIX DEFINITIONS
11. Projection: The advertising communications and
method of delivery
12. Programming: The reach method, impressions,
clicks and cost effectiveness
13. Public Relations: Guerilla marketing based on
generating third party word-of-mouth endorsement

6. 6
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Greg Bonsib is a marketing expert and consultant who has worked with sales
teams and customers such as Newell Rubbermaid, Owens Corning, Zenith Products,
SentrySafe and others to launch new products and programs. He can be reached at
greg@channelinstincts.com.