4p theory Last year, two Chinese companies demonstrated how the “4p” theory of marketing was applied in the reality. Many years ago, GP, a state-owned company, authorized one of its brands “Wanglaoji” to JDB, a Hong Kong company. JDB had put a lot effort in marketing the brand as a beverage name since it took the brand. And by the year of 2012, “Wanglaoji” had occupied the majority of the market, generating sales of more than two billion dollars. However, GP suddenly announced that it decided to take back the brand and to operate the brand by itself. From then on, the story started getting ugly- the two companies, which used to be friendly partners, continued biting each other like dogs do. Nevertheless, GP got back the brand and JDB created another new brand to compete with GP. At first, people though that JDB was at a huge disadvantage because of the new brand being unfamiliar by consumers. Surprisingly, JDB threw huge money for advertising and quickly dominated the media. Meantime, JDB utilized the channels it mastered to put their products in front of the consumers. By comparison, their component, GP, couldn’t react quickly enough to catch up with JDB in terms of ads, soon being taken place and lost the market eventually. Thus, the 2ps of the 4ps-place and promotion- are really critical for a company’s survival.