Price, Product, Process: Competing Within Your Market Platform

Ideas & Perspectives
Ideas & Perspectives

Volume 34

No. 10//

August 6, 2009

ISM has written a number of times about its tripartite classification system for examining a private-independent school’s marketing platform. In simplest terms, the classification and its descriptors read as follows. Price/value: We offer a transformational (nearly always religious) experience for your child at a cost you can afford. Product: We offer the best academic “product” (graduate) in our market area. Process: We offer “more” for your child (more electives; more levels of electives; more teams; more levels of teams; more individual attention, and/or a unique pedagogy) than others in our market.

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