The Legacy 4Ps Principles of Marketing are very much applicable for Internet Retailers too. Here I am going to describe how the 4Ps works in the context of Pakistani Internet Retailers to stay competitive in competitive narrow street of eCommerce of Online Retailing

The 4Ps along with actionable equivalent are listed below


Place : Marketplace, Classifieds, Website, Social Media and Apps

Product : Product according to local compliance like Halal, Too much for too less. Disposable and so on

Promotion : Engagement, Paid Campaign, Sponsor Content, Featured listing on marketplace and classifieds, SEO, eMail Marketing, SMS Marketing and Apps push notification

Price : Affordable, comparable, value for money, double-up

So lets discuss how these 4Ps actually work in real world

Place : Place or Placement plays vital role in conventional selling or online selling to generate quick sales. If you have your website and try to sell your products; there are low chances that you may end up with rising sales. Instead if you place your product on sites like Daraz, Kaymu, DealsToday and more you will instantly start getting orders. Besides Daraz there are other avenues like OLX, Facebook Groups, Google Groups, WhatsApp Group where you may get instant buyer Pakistan wide.

Product : Like any other Asian countries, we are tend to buy cheap and disposable product. You wouldn’t find many signature wear stores around, instead people are more interested in buying from Export Leftover as compare to buying from brand store. Although brand stores have their loyal customers and they have their own small world. So the product should be affordable, vivid colors and halal – This will make your day to sell more product as compare to your competitor who would be selling expensive signature product line

Promotion : Promotion is important part in selling of product. There are many ways to promote your product which includes but do not limited to Social Media Engagement, Paid Campaign, Sponsor Content or NewsPR, Featured Listings on Marketplace and Classifieds, SEO, EMail marketing, SMS Marketing and Apps Push Notification. It seems a lot but, once you are set to go; there are tools which will make your life easy to manage all these. One of such excellent tool or resource is

Price : Price plays important role in selling. You cant sell your soap more expensive than LUX. Infact product like LUX is more like a status symbol rather than a product. So. price for the product should be what a person could buy, keeping in mind an average income, imported goods and local production. Some time Price becomes the reason for selling of the product

So stay competitive, intelligent and active in growing market of narrow streets of eCommerce in Pakistan


Amin Lalani is a subject matter specialist in Internet Retailer with several articles and research paper published so far. He has done M.Phil from IoBM in Marketing with emphasis on Internet Retailing. Besides academia he has various other certification like SAP, Google Analytic, Microsoft Small Business Solution Provider and more.

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