4 Ps and 4Cs For example, Nescafe Instant Coffee Product: distinctive rich taste; consistent quality and reliability, easy to make; recognizable packaging reflecting quality and taste: various sized packs available to suit different customer i Price: cheaper than many ground coffees, but more expensive than many other brands of instant coffee; enhances image of quality and distinctiveness y Place: sold in virtually all grocery outlets so that it is conveniently available for both planned and impulse purchases also sold through hot drinks vending machines and in cafes etc. Promotion: mass media advertising-television and press, for example-to remind and to reinforce quality and taste image occasional sales promotions to encourage trial/brand n or increase short-term usage hts reserved, Zou deqian Case in Point. Haier A household name in China, and gain awareness abroad Source: Interbrand (2007) Please indicate your familiarity with the following brands Please indicate how effec lowing brands are as an ambassador for China Tsingtao Lenovo Bank of China CCTV China mobile 332 Bank of China Huawei Baidu China Unicom 3.2 Baidu China Unicom11 21 © Copy rights reserved, Zou Deqiang 4 P’s and 4C’s • For example, Nescafé Instant Coffee: ¾ Product: distinctive rich taste; consistent quality and reliability; easy to make; recognizable packaging reflecting quality and taste; various sized packs available to suit different customer needs and usage rates. ¾ Price: cheaper than many ground coffees, but more expensive than many other brands of instant coffee; enhances image of quality and distinctiveness. ¾ Place: sold in virtually all grocery outlets so that it is conveniently available for both planned and impulse purchases; also sold through hot drinks vending machines and in cafés etc. ¾ Promotion: mass media advertising – television and press, for example – to remind and to reinforce quality and taste image; occasional sales promotions to encourage trial/brand switching or increase short-term usage. 22 © Copy rights reserved, Zou Deqiang Case in Point: • A household name in China, and gain awareness abroad Source: Interbrand (2007)