4Ps
Sales fell because customers are buying less, or you are planning a launch.
Use the idea inside a branch. Never say the name.
Demand
- Product
- Quality and design
- Substitutes: a new alternative
- Complements: something it depends on
- Price
- Our price went up
- Competitors cut prices
- Place
- Online channels
- Offline channels
- Promotion
- Our marketing
- Competitors' campaigns
- Bad publicity
Demand
Product
Quality and design
Substitutes: a new alternative
Complements: something it depends on
Price
Our price went up
Competitors cut prices
Place
Online channels
Offline channels
Promotion
Our marketing
Competitors' campaigns
Bad publicity
Watch out: Check substitutes and complements under Product; they are the branches most often missed.
On a case
A packaged atta brand's sales fell 12% in Tamil Nadu.
Atta sales in Tamil Nadu
- Product: rice-first diets
- Price: store brands 15% cheaper
- Place: kiranas losing to quick commerce
- Promotion: little Tamil-language advertising
Atta sales in Tamil Nadu
Product: rice-first diets
Price: store brands 15% cheaper
Place: kiranas losing to quick commerce
Promotion: little Tamil-language advertising