J2O - maintaining momentum
The four Ps
To take stock and understand exactly how people were feeling about J2O, the brand team followed textbook theory and initiated a major research programme to review its performance in terms of the four Ps that make up the marketing mix:
- Product - How well was J2O meeting the needs of consumers and the trade?
- Price - Was our pricing strategy working - how did consumers view J2O in terms of value for money?
- Placement - How widely was J2O distributed - was it easy for consumers to access?
- Promotion - How effective was our marketing communication (such as advertising and sales promotion) in establishing a positive relationship with our audience?
