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B1-B2

How the World’s Biggest Brands Use the 4Ps

Adam Sensei

11K views 4 years ago

Warm-up Questions

When you hear “the world’s biggest brands,” which companies come to mind, and why?
What do you think the “4Ps” are in marketing?
How do you think big brands use marketing differently than small businesses?

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Start With: Word Definition

Order: Alphabetical Random

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How the World’s Biggest Brands Use the 4Ps

What the 4Ps mean + McDonald’s example (00:00 – 01:17)

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1. In the 4Ps model, what does “Place” refer to?

Distribution channels and locations
PR activities and advertising
The product’s features and characteristics
The company’s payment plans

2. What product change is McDonald’s considering?

Removing all delivery options
Replacing some items with healthier alternatives
Selling only seasonal products
Stopping sponsorships completely

3. Which distribution focus is mentioned for McDonald’s?

Integration of mobile apps and curbside pickup services
Selling mainly through kiosks
Only selling through supermarkets
Using 2-year contracts with operators

How the World’s Biggest Brands Use the 4Ps

Starbucks + Coca-Cola: pricing, promotion, and distribution (01:17 – 03:10)

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1. How does Starbucks price seasonal products?

Premium pricing
Low price pricing
No pricing (only donations)
Free pricing

2. What is one Starbucks promotion mentioned in the video?

Paying for giant store signs
Ending all advertising
Its loyalty program
A mandatory 2-year contract

3. Why were Coca-Cola’s aluminum cans invented during World War II?

To stop supermarkets selling competing brands
To make drinks taste sweeter
To reduce advertising costs
To ship Coca-Cola safely to American soldiers overseas

How the World’s Biggest Brands Use the 4Ps

Apple + applying the 4Ps (and 7Ps) for small business + summary (03:10 – 05:47)

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1. According to the video, why doesn’t Apple spend much money on marketing?

It is not allowed to advertise
It only sells in one country
It has no competitors
It tries to sell through an Apple ecosystem and a community of enthusiasts

2. In the small business section, what should promotion help generate?

More 2-year contracts
Less customer contact
Online reviews, testimonials, and recommendations
Higher delivery fees

3. In the 7Ps, what does “People” refer to?

The distribution channels
The environment where customers receive the service
The price level of seasonal products
The quality of the personnel who provide the service

How the World’s Biggest Brands Use the 4Ps

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1. Which set correctly lists the 4Ps?

Packaging, Profit, Place, Promotion
People, Process, Physical evidence, Price
Product, Profit, Process, Promotion
Product, Price, Place, Promotion

2. What is another name for the 4Ps mentioned in the video?

The marketing mix
The sales funnel
The customer journey
The brand pyramid

3. In general, what does “Promotion” include in the video’s definition?

Only payment plans
Marketing, advertising, and PR activities
Only store locations
Only product design features

Discussion Questions

Discuss the ideas from this video

How the World’s Biggest Brands Use the 4Ps

Which brand example (McDonald’s, Starbucks, Coca-Cola, or Apple) was most interesting to you? Which “P” was strongest for that brand?
Think about a small business you know (or an idea you have). What would its Product, Price, Place, and Promotion be?
Do you think word of mouth is more powerful than advertising today? Why or why not?
The video mentions the 7Ps for services (people, process, physical evidence). Which of these 3 extra Ps matters most in your experience as a customer? Explain.