Li Chang has recently started his own business. He plans to launch his design for an application (app) for a smartphone. All of his direct competitors have put up their apps to be downloaded (online) for free. He wants to follow the same advertising policy that his competitors are using. All the apps that are similar to his are available at a common portal. Which P of marketing should Li Chang concentrate on to differentiate his app? Li Chang should concentrate on his to differentiate his app from those of competitors.