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7 Ps of Marketing and How They Apply to Your Marketing Mix Looking for picture perfect marketing formulas that will likely outlast and adapt to any trend? Read on.

By Brian Tracy Apr 26, 2023

Opinions expressed by Entrepreneur contributors are their own.

No matter what industry your business operates in, there is competition to outperform and ever-evolving trends to keep up with.

You must find a way to get your business to stand out. Whether you are trying to build a name for your business or maintain its stature, marketing is the key to getting people's attention and showing them what you can do.

Marketing strategies are roadmaps that allow your company to grow brand awareness and boost consumer engagement, relationships, and trust. It takes time, effort, and sometimes budget to build a marketing plan; however, it can pay huge dividends.

Once you've developed your marketing strategy, there is a "Seven P Formula" you should use to continually evaluate and reevaluate your business activities. The formula can help you create a system of checks and balances for physical evidence that your business is constantly evolving to ensure your marketing efforts reach your target audience .

With technology as an ever-evolving factor, updating your marketing campaigns to include more than just word of mouth is essential. Nowadays, you can use many distribution channels, like digital marketing, social media, and podcasts.

No matter which platforms you choose as your marketing tools, the seven Ps can serve as tried and true basic marketing tactics that you can adapt into your marketing efforts to best fit your business.

The 7 Ps of Marketing include:

Positioning

Read on to learn more about the 7 Ps.

To begin with, develop the habit of looking at your product as though you were an outside marketing consultant brought in to help your company decide whether or not it's in the right business at this time. Ask critical questions such as, "Is your current product or service, or mix of products and services, appropriate and suitable for the market and the customers of today? Is this product offering any remedy to a customer's pain point?"

Whenever you're having difficulty selling as much of your products or services as you'd like, you need to develop the habit of assessing your business honestly and asking, "Are these the right products or services for our customers today?"

Is there any product or service you're offering today that, knowing what you now know, you would not bring out again today? Compared to your competitors, is your product or service superior in some significant way to anything else available? If so, what is it? If not, could you develop an area of superiority? Should you be offering this product or service at all in the current marketplace?

The second P in the formula is price. Develop the habit of continually examining and reexamining the pricing strategy of the products and services you sell to make sure they're still appropriate to the realities of the current market. Sometimes you need to lower your prices. At other times, it may be appropriate to raise your prices.

And other times, you need to research the competition to see what similar products in your industry space are going for, to ensure you are listing competitive pricing. Many companies have found that the profitability of certain new products or services doesn't justify the amount of effort and resources that go into producing them. By raising their prices, they may lose a percentage of their customers, but the remaining percentage generates a profit on every sale. Could this be appropriate for you?

Sometimes you need to change your terms and conditions of sale. Sometimes, by spreading your price over a series of months or years, you can sell far more than you are today, and the interest you can charge will more than make up for the delay in cash receipts. Sometimes you can combine products and services together with special offers and special promotions. Sometimes you can include free additional items that cost you very little to produce but make your product prices appear far more attractive to your customers.

In business, as in nature, whenever you experience resistance or frustration in any part of your sales or marketing plan, be open to revisiting that area. Be open to the possibility that your current pricing structure is not ideal for the current market. Be open to the need to revise your prices, if necessary, to remain competitive, to survive and thrive in a fast-changing marketplace.

Related: How to Create a Marketing Plan - Entrepreneur.com

3. Promotion

The third habit in marketing and sales is to think in terms of promotion all the time. Promotion includes all the ways you tell your target market about your products or services and how you then market and sell to them.

Small changes in the way you promote and sell your products based on segmentation can lead to dramatic changes and booms in your results. Even small changes in your advertising can lead immediately to higher sales. Experienced copywriters can often increase the response rate from advertising by 500 percent by simply changing the headline on an advertisement.

Large and small companies in every industry continually experiment with different ways of advertising, promoting, and selling their products and services. Right now? Search Engine Optimization (SEO) , is meant to improve the quality and quantity of traffic to a website.

But no matter what the favored method of the time, there is one tried and true rule. Whatever method of marketing and sales you're using today will, sooner or later, stop working. Sometimes it will stop working for reasons you know, and sometimes it will be for reasons you don't know. In either case, your methods of marketing and sales will eventually stop working, and you'll have to develop new sales, marketing and advertising approaches, offerings, and strategies.

While many might guess that email marketing and Facebook ads are today's most popular marketing activities, much of the market has already moved on to new methods.

The top five advertising techniques in 2022 include:

Sound-free, short-form video ads.
Advertising on mobile games.
Machine learning and artificial intelligence.
Collecting and advertising third-party data.
LinkedIn and other social media platforms.

The fourth P in the extended marketing mix is the place where your product or service is actually sold. Develop the habit of reviewing and reflecting upon the exact physical location where the customer meets the salesperson. Sometimes a change in place can lead to a rapid increase in sales.

You can sell your product in many different places. Some companies use direct selling, sending their salespeople out to personally meet and talk with the prospect. Some sell by telemarketing. Some sell through catalogs or mail order. Some sell at trade shows or in retail establishments. Some sell in joint ventures with other similar products or services. Some companies use manufacturers' representatives or distributors. Many companies use a combination of one or more of these methods.

In each case, the entrepreneur must make the right choice about the very best location or place for the customer to receive essential buying information on the product or service needed to make a buying decision. What is yours? In what way should you change it? Where else could you offer your products or services?

5. Packaging

The fifth element of the marketing mix is the packaging. Develop the habit of standing back and looking at every visual element in the packaging of your physical product or service through the eyes of a critical prospect. Remember, people form their first impression about you within the first 30 seconds of seeing you or some element of your company. Small improvements in the packaging or external appearance of your product or service can often lead to completely different reactions from your customers.

With regard to the packaging of your company, your product or service, you should think in terms of everything customer experience —what they see from the first moment of contact with your company through the purchasing process. Consider branded packaging to make an impactful first impression.

If your customer begins experiencing your brand with an eye-catching design, they are more likely to remember that experience with fond associations. Including your business logo and social media handles is another great addition to custom packaging that can invite customers to engage with your brand and promote repeat interactions.

Packaging refers to the way your product or service appears from the outside. Packaging also refers to your people and how they dress and groom. It refers to your offices, your waiting rooms, your brochures, your correspondence and every single visual element about your company. Everything counts. Everything helps or hurts. Everything affects your customer's confidence about dealing with you.

When IBM started under the guidance of Thomas J. Watson, Sr., he very early concluded that fully 99 percent of the visual contact a customer would have with his company, at least initially, would be represented by IBM salespeople. Because IBM was selling relatively sophisticated high-tech equipment, Watson knew customers would have to have a high level of confidence in the credibility of the salesperson. He therefore instituted a dress and grooming code that became an inflexible set of rules and regulations within IBM.

As a result, every salesperson was required to look like a professional in every respect. Every element of their clothing-including dark suits, dark ties, white shirts, conservative hairstyles, shined shoes, clean fingernails-and every other feature gave off the message of professionalism and competence. One of the highest compliments a person could receive was, "You look like someone from IBM."

6. Positioning

The next P is positioning. You should develop the habit of thinking continually about how you are positioned in the hearts and minds of your customers. How do people think and talk about you when you're not present? How do people think and talk about your company? What positioning do you have in your market, in terms of the specific words people use when they describe you and your offerings to others?

In the famous book by Al Reis and Jack Trout, Positioning , the authors point out that how you are seen and thought about by your customers is the critical determinant of your success in a competitive marketplace. Attribution theory says that most customers think of you in terms of a single attribute, either positive or negative. Sometimes it's "service." Sometimes it's "excellence." Sometimes it's "quality engineering," as with Mercedes Benz. Sometimes it's "the ultimate driving machine," as with BMW. In every case, how deeply entrenched that attribute is in the minds of your customers and prospective customers determines how readily they'll buy your product or service and how much they'll pay.

Develop the habit of thinking about how you could improve your positioning. Begin by determining the position you'd like to have. If you could create the ideal impression in the hearts and minds of your customers, what would it be? What would you have to do in every customer interaction to get your customers to think and talk about in that specific way? What changes do you need to make in the way you interact with customers today in order to be seen as the very best choice for the customer needs of tomorrow?

The final P of the marketing mix is people. Develop the habit of thinking in terms of the people inside and outside of your business who are responsible for every element of your sales, marketing strategies, and activities.

It's amazing how many entrepreneurs and businesspeople will work extremely hard to think through every element of the marketing strategy and the marketing mix, and then pay little attention to the fact that every single decision and policy has to be carried out by a specific person, in a specific way. Your ability to select, recruit, hire and retain the proper people, with the skills and abilities to do the job you need to have done, is more important than everything else put together.

In his best-selling book, Good to Great , Jim Collins discovered the most important factor applied by the best companies was that they first of all "got the right people on the bus, and the wrong people off the bus." Once these companies had hired the right people, the second step was to "get the right people in the right seats on the bus."

To be successful in business, you must develop the habit of thinking in terms of exactly who is going to carry out each task and responsibility. In many cases, it's not possible to move forward until you can attract and put the right person into the right position. Many of the best business plans ever developed sit on shelves today because the [people who created them] could not find the key people who could execute those plans.

Excerpted from Million Dollar Habits

The Ps of marketing

Marketing is essential whether you run an eCommerce business, a physical store, a small business, or a large corporation. While trends may evolve, the 7Ps of marketing will likely remain true and evolve with any new trend.

Remember, as products, markets, customers and needs change rapidly, you must continually revisit the seven Ps marketing model to ensure you're on track and achieving the maximum results possible for you in today's marketplace.

Looking for more marketing resources? Explore Entrepreneur's Marketing Hub here to help grow your business .

Chairman and CEO of Brian Tracy International, Speaker and Author

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

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Home Marketing Strategy The Marketing Mix: Building a Strategy With the 7Ps

The Marketing Mix: Building a Strategy With the 7Ps

“The marketing mix” aims to provide a complete framework for modern business models and marketing strategies across the entire customer journey.

While there are many variations of the marketing mix, the most common framework consists of seven elements, collectively known as the 7Ps. The idea is that a business can adopt the 7Ps principle and use it as a seven-step framework for building a successful marketing strategy that covers every stage of the buying process.

In this article, we look at how you can use the marketing mix to build a complete strategy, plus a few tips for improving the 7Ps model.

What is the 7Ps model?

The 7Ps marketing model is a framework designed to help businesses build a complete marketing strategy, from start to finish. In theory, a new business should be able to use the 7Ps model to devise an entire marketing strategy from scratch.

The name derives from the seven elements outlined in the 7Ps model, which all begin with the letter “P”:

Physical evidence

The 7Ps model is an evolution upon the 4Ps model originally founded by E. Jerome McCarthy in 1960, in his book Marketing: A Managerial Approach . The original marketing mix concept was created during a time when the majority of businesses sold physical products and it was updated in the 1980s as more service-oriented businesses started to emerge.

The evolution from 4Ps to 7Ps

As mentioned in the previous section, Jerome McCarthy’s 4Ps model was created for businesses selling products to consumers.

As Smart Insights explains:

“The 4Ps were designed at a time where businesses were more likely to sell products, rather than services and the role of customer service in helping brand development wasn’t so well known.”

The original 4Ps included:

These same four elements still exist as the primary components of the 7Ps models. As business and consumer markets have evolved, the application of the marketing mix has adapted, too. In 1981, Bernard H. Booms and Mary J. Bitner expanded McCarthy’s model into the 7Ps marketing mix we know today.

While the original 4Ps remain in place, Booms and Bitner added a further three Ps in the mix:

The 7Ps model was created to reflect the emergence of service-oriented businesses where “Product” can mean either prospects or services. The expanded model also increases the emphasis upon customer service, as a result of increased consumer power and competition in every industry.

Like its predecessor, the 7Ps marketing mix has adapted to the evolution of consumer trends and new technologies.

In his book, Digital Marketing: Strategy, Implementation and Practice , digital strategist and co-founder of Smart Insights, Dave Chaffey, refreshed the 7Ps model for the modern digital age.

Some marketers argue that the 7Ps model is outdated but, even in 2021, it’s the backbone for business models and marketing theories. In fact, even the older 4Ps model is as relevant today as it was in 1960, even if it doesn’t cover the entire marketing mix in the modern, digital age.

This will become more obvious throughout the rest of this article as we look at each of the 7Ps individually and, later, assess whether there are any gaps or weaknesses in the model.

Applying the 7Ps to digital marketing

Now that you understand the basic premise of the marketing mix, let’s take a closer look at the 7Ps model that’s most widely associated with it today. Let’s start by reminding ourselves of what the 7Ps stand for and explain a bit about what they actually mean.

Product: The product or service, including its features, unique selling points and the overall quality on offer.
Promotion: The methods used to promote the product across multiple channels.
Price: The long-term pricing strategy of the product in question, including sales, discounts & deals.
Place: Where people find your product, learn about it and, ultimately, buy it.
People: The people who come into contact with your target customers – both directly and indirectly.
Process: Your methods for delivering the product to customers and providing the best possible experience.
Physical evidence: Tangible items and experiences that tell customers your offer is real – for digital, this can include website visits, confirmation emails, testimonials, customer reviews and more.

Now, it’s worth reaffirming the point that the original 4Ps are solid figures in the updated 7Ps model but you will find some variation in the three additional Ps added into this model, depending on where you get your information from.

We’re sticking to the original 7Ps model for this part of the article but we’ll look at ways you can adapt and expand it even further to meet the needs of your business later on.

#1: Product

The first P in this marketing model is “Product” and this is almost unanimously featured as the first P in all versions of the marketing mix. This is because one of the core principles of this theory is that marketing begins with your product.

At the end of the day, if you’ve got a lousy product – especially in this day and age – you’re going to have a hard time marketing it.

The key elements of the product in your marketing mix can vary, depending on which market you’re and who your target audiences are. But, at the very least, you should invest good resources into the following:

Quality: Higher product quality makes everything else you do in marketing and sales so much easier.
Image: This refers to how people see your product and this is what separates products like the iPhone from Android devices or sports cars from cheaper, more practical vehicles.
Branding: Closely linked to “image”, this is the brand story you build around your product and how it incorporates with your wider brand image.
Features: The features of your product or service, which should place a heavy emphasis on USPs and benefits for your target customers.
Variants: The different versions of your product or service, who they target and how you differentiate them.

The list could go on-and-on for Product and if you go back to Dave Chaffey’s version of the 7Ps we looked at earlier, you’ll see this is the longest list in his visualisation.

His list isn’t definitive or complete either; it’s up to you to decide which items belong on this list for your business. The point is that your product (or service) is the focal point of your marketing strategies and you want to do everything you can to ensure the right level of quality is there.

Take TrueNorth for example. The first thing you see on the homepage is the Product; It’s branding (both the name and visual style), product imagery, and a video walking through the product features.

#2: Promotion

Promotion refers to your marketing, advertising and sales activities across all channels. Once again, your channels of choice will vary depending on the nature of your business. For example, a B2B company may prioritise account-based marketing while a B2C company in the same industry might focus more on direct marketing methods.

Above all, you need to be present where your target audiences are active and interested in a brand like yours.

Given the rapid evolution of multi-channel marketing, this is one area where a version of the 7Ps model from as recent as five years ago can quickly look dated.

Here are some key elements to consider:

Multi-channel marketing: The consumer journey takes place across more devices, sessions and platforms than ever before, making it all the more important that you’re present on the channels that matter most to your target audiences.
Personalised experiences: The more relevant you can make experiences to individual users, the more engaging your messages become and the more “locked-in” customers are to your brand.
Integrated marketing & sales: Today’s brands need seamless integration between marketing and sales strategies to prevent leads getting lost along the funnel.
Lead nurturing: A lot of brands make the mistake of focusing all of their attention on lead generation without dedicated enough resources to lead nurturing – especially customer retention.
Branding: Today’s consumers want authentic experiences and brands are scrutinised for their ethical practices, making brand image more important – and fragile – than ever.
PR: Brands don’t always give PR the attention it deserves in the digital age but it’s an invaluable tool for building, maintaining and even changing your brand image.
Automation: As the digital marketing workload increases, brands need to automate as many repetitive tasks as they can to manage multi-channel campaigns successfully, maintain costs and achieve the fastest possible growth.

There’s no doubt that the Promotion aspect of the 7Ps model is getting more challenging with every year that passes, as technology and consumer trends become more complex.

The days of running a few TV ads and blasting out some unsolicited email campaigns are long behind us.

Today’s brands need to use the right marketing and sales software to maximise productivity, automate repetitive tasks and manage campaigns across an ever-growing number of channels.

Take a look at some of our software recommendation articles for help with this:

30+ Best Free Marketing Tools
10 Best All-in-One Email Marketing, Automation & CRM Platforms
53 Business Automation Tools That Skyrocketed Our Growth by 330%

Price is pretty self-explanatory but the mistake companies normally make is underestimating the amount of detail that goes into pricing a single product – let alone an entire range of products or services.

Here’s a list of just some of the things you need to strategise:

Positioning: Where do you see your product, service or brand positioning in the market?
Competition: The price of rival products, brand image of rival brands and competing quality of the products on offer.
Justification: As soon as someone spends money on goods or a service, they instinctively spend time trying to justify the expense – and you need to make sure the result is worth the asking price.
Discounts: Discounts should be strategic and planned out to maximise interest, demand and sales – not to clear unwanted items off the shelves.
Credit: Are you going to offer credit options to make large purchases and expenses more manageable for your customers?
Payment methods: Which payment methods are you going to provide your target customers?
Free or value-added elements: Which freebies, value-added elements and incentives are you going to use to sweeten the deal for your prospects.

Value is highly subjective and the happiness of your customers with their purchases is determined far more by emotion than logic. As we’ve explained before in our articles on cognitive biases , you can influence consumer perception with simple psychological techniques.

A common example of this is software pricing pages where companies start with the most expensive price on the left side of the page. This exploits a cognitive weakness known as anchoring bias where people instinctively set the first piece of information they see as default, meaning any lower prices that follow naturally feel like good value.

Place is the final P in the original 4Ps model and this traditionally refers to the place where customers physically buy products and services. Of course, in the digital age, things are a little more complex and we have to expand the concept of place across multiple channels throughout the customer journey:

Discovery: The “places” both online and offline where potential customers discover your brand and its products/services.
Browsing: The locations where prospects can browse through your offers alongside competitors (e.g.: an online store) or within your own domain (e.g.: a product category on your website).
Learn: Places where target audiences can learn more about your products or services, such as third-party reviews.
Comparison: Where potential customers go to compare your offers against rival brands.
Physical interaction: Any place where prospects are able to physically touch the product or service (if relevant) although this could apply to free trials and demos for digital products, too.
Purchases: Online and offline locations where your customers can purchase from you.
Customer services: The channels where customers can reach out for care after making the initial purchase.
Retention: The channels you use to target customers after the initial purchase to entice further sales.

Place in the digital age refers to every strategic location where potential customers engage with your brand and its product or services – both before and after the sale.

The point is, you need to control these locations, which starts with choosing the right channels of discovery to capture new leads and then nurturing prospects along the sales funnel with targeted interactions.

In today’s customer-centric approach to marketing, you might assume “People” refers to your target audiences, buyer personas and customers. However, the People in the 7Ps model actually refers to the people within your organisation that interact with your customers – both directly and indirectly:

Marketers: The 7Ps model highlights the importance of hiring the best talent for every position on your marketing team.
Sales team members: These are the people who typically handle the first person-to-person interactions with your customers – and often seal the deal.
Customer service team: The individuals tasked with keeping your customers happy, even when things aren’t quite going to plan.
Recruitment: Hiring the best talent starts with having quality recruitment personnel.
Training & skills: The people responsible for ensuring all of your team members encompass the brand ethos and meet your requirements.
Managers: The people with people skills to manage teams, get the best out of everyone and ensure you hit targets.

Chances are, you’ll have several other groups or teams included in your People. Here at Venture Harbour, we’ve got the developers who build and test our products, designers who create the best possible experience for our customers and a pool of freelancers we turn to for a range of different tasks.

Everyone in our team contributes to building and delivering the best product and experiences we can to our customers – and it’s important we recognise the value in that.

For more information on how to build and manage a marketing team effectively, you can read our guide:

Marketing Teams: How to Structure & Manage Them Effectively

#6: Process

Process in the 7Ps model refers to your processes for delivering the product or service to your customers, as well as any additional customer service and post-purchase systems you have in place.

At the very least, you should have processes in place for the following:

Customer-end delivery: The customer’s process for attaining your product or service, whether it’s ordered online and delivered via a courier, bought in-store, downloaded from your website or accessed through an online sign-up process.
Business-end delivery: Your processes for facilitating customer-end delivery and safeguards for resolving any potential issues (e.g.: technical issues preventing online purchases).
Customer service: Your processes, systems and channels for providing customer service beyond the initial sale.
Resolutions: Your processes for dealing with problems that prevent usual delivery systems from completing successfully and instances where customers are unhappy with the process/service received.
Incentives: Measures designed to keep unhappy customers engaged with your brand so you can keep them on board and win them over.
Returns & refunds: Your systems for dealing with returns, cancellations, refunds and any other processes for customers who refuse to stay on board.
Feedback: Your processes for collecting customer feedback and applying these insights to product/service improvements.
T&Cs: The terms and conditions that your customers agree to, specifying your processes and protecting your business in any instance where things don’t go to plan.

You have to carefully and strategically build processes for every customer interaction, down to the finest detail. When your primary method of delivering products or services to your customers fails, you need a solid backup plan – and another one for when your Plan B fails, too.

Today’s customers have more options than ever and modern businesses need to satisfy these expectations – from delivery methods and payment options to customer service channels and financial guarantees.

If you’re doing this properly, you’ll be forced to make some difficult decisions and it’s not always a question of doing what’s best for the customer. For example, you don’t want to make it too easy for customers to seek a refund, return items or close accounts. You want to carefully add some friction here and there to provide crucial time for resolving issues and encourage continued use.

Likewise, your customer service processes need to be effective in terms of keeping customers on your side but they also need to be affordable and it’s not always realistic to have an in-house team of customer care staff sitting by the phones every day.

Once again, technology can help you strike the right balance between customer care and profitability – for example, using chatbots to handle the first interactions with customers. Likewise, personalised automated email responses can cut the perceived time it takes for human team members to contact customers directly.

#7: Physical evidence

The final P in the 7Ps stands for Physical evidence and this used to refer to actual physical items and forms of interaction: products, stores, receipts, packaging, bags and other branded items that could be seen and touched.

Of course, these are all forms for physical evidence today but, in the digital age, we have to reconsider our definition of “physical”.

So what does physical evidence really achieve?

Well, on one hand, it helps customers feel more confident that they’re dealing with a legitimate business before they make a purchase. A company with stores across the country, great products and nice packaging must be doing pretty well for itself and, surely, this wouldn’t be possible if they weren’t taking good care of their customers – right?

The second key role physical evidence plays is after the initial sale by providing customers with evidence that the transaction took place, their payment was received and their products or services will be delivered.

Places: This was the fourth P on our list of 7Ps and these locations act as physical evidence – whether it’s your website, physical stores or trusted third-party platforms.
Third-party evidence: Customer reviews, press coverage in major publications and positive press are especially important in the digital age where simply having a website doesn’t provide the level of physical evidence real-world stores.
Online experience: That said, the quality of your website and the user experience it provides are crucial forms of physical evidence in the modern consumer journey.
Feedback: Sales staff provide all kinds of feedback through conversation, facial expressions and body language, which is lost in the online experience. So it’s important to design intuitive feedback into the experience – everything from click confirmations and animations to on-page feedback when forms are completed and payments are submitted.
Order confirmation: Whether it’s physical receipts or confirmation emails, customers need to know their transactions are successful.
Product packaging: Both the physical and digital packaging/branding of your products or services.

Physical evidence is primarily about easing consumer concerns and purchase anxieties by reassuring potential customers that your business is legitimate, their money is in good hands and the purchase is going to go smoothly.

By providing feedback across the entire customer journey, you can confirm that every little interaction is successful and build reassurance as they get closer to putting their money on the line.

What are the limitations of the 7Ps model?

There’s no such thing as a perfect marketing model and, no matter how comprehensive a list we make for each of the 7Ps, there’s no way it can cover every aspect of a digital marketing strategy.

In fact, there are various different versions of an 8th P added to the model of seven, depending on which marker you speak to. As Smart Insights explains in this article , “An eighth P, ‘Partners’ is often recommended for businesses to gain reach online… although some would argue it’s part of Place.”

Other incarnations of a proposed 8Ps model may include Performance, Productivity, Packaging or a range of other alliterated alternatives for the enigmatic title of the eighth P.

If this debate tells us anything, it’s that the 7Ps model clearly has its limitations and there have been plenty of expansions or alternatives proposed in the past.

For me, the glaring omission in the 4Ps and 7Ps models is the lack of reference to the end customer in both of them. In fact, on a broader scale, neither model even makes a reference to market research and ensuring there’s a large enough target audience for the product or a demand for it.

I guess you could solve this problem without changing the 7Ps model by simply including customers in People and market research in Product. However, stronger alternatives have been offered in “the age of the customer” while others can be used to expand upon the 7Ps model.

In 1990, Robert F. Lauterborn proposed his customer-centric alternative to the 4Ps model, which we can crudely call the 4Cs:

Customer needs
Convenience
Communication

This offers a more customer-centric alternative to the traditional 4Ps model that feels a lot more suitable for the modern age. However, there are problems with simply replacing the Ps for Cs.

As we mentioned in the Process section earlier, if you only consider the customer in your delivery methods, you can easily overlook the business management side of things. Likewise, if you think of the customer with your customer service processes, then you can end up creating a system that hurts your bottom line – either by being too generous or overspending on your customer care systems.

While it sounds great to talk about the customer experience as the priority (perhaps it should be), it’s not the only factor in a successful business, by any means – or a complete marketing strategy for that matter.

As Hannah Tow suggests in her article for G2 , we might be better off extending the 7Ps even further to include the 4Cs, allowing us to look at Price from the business’ perspective and also the Cost from the customer’s point of view.

Create the model that works for you (and your customers)

The 7Ps model isn’t a fixed framework that you have to follow religiously. It’s more of a template that helps you consider every aspect of marketing across the entire journey – so you don’t overlook key factors like how physical evidence increases confidence and enhances the customer experience.

It’s a model that you should scrutinise, adapt and reshape to suit your business, your target audiences and your customers. Whether this means staying relatively true to the original 7Ps, expanding it with the 4Cs or coming up with your own version is entirely up to you.

Just make sure you cover all of the essential bases to avoid leaving gaps in your marketing strategy and the customer experience.

Getting your marketing mix structured & organised

We’ve broken down a lot of theory, but how do you actually apply this and ensure you have marketing activity across all stages of the marketing mix?

Well, initially you may consider running an audit across all seven areas to identify which areas need attention. From there, you will want to come up with ideas and begin tracking these as campaigns/tasks in whichever tool you use to manage your marketing.

In TrueNorth , for example, you could allocate budget across the 7Ps and even track your marketing activity and results according to the various 7Ps to ensure you are doing enough in each area and to separate the campaigns that are designed to improve each of the seven areas.

While there’s no right or wrong way to do it, the key is to ensure you take stock of where you are and have a clear system in place to constantly improve in all areas of the marketing mix over time.

Aaron Brooks is a copywriter & digital strategist specialising in helping agencies & software companies find their voice in a crowded space.

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Marketing Mix

Marketing Mix (7Ps of Marketing)

The classic marketing mix, as established by Professor of Marketing at Harvard University, Prof. James Culliton in 1948 and expanded upon by Jerome McCarthy, incorporates Product, Price, Placement, and Promotion into a theory of marketing that has been important to the industry for more than 70 years. Since then, the theory has been expanded into the 7 P's of marketing. Which are: Product, Price, Promotion, Place, People, Packaging, and Process.

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Today, we refer to these interchangeably as the 7 P's or as the Marketing Mix. Here, we will discuss this concept, its components, and answer some common questions about the marketing mix and its applications.

Marketing mix is a selection of marketing tools that include several areas of focus that can be combined to create a comprehensive plan. The term refers to a classification that began as the 4 P’s: product, price, placement, and promotion, and has been expanded to Product, Price, Promotion, Place, People, Packaging, and Process.

What are the 7 Ps of Marketing?

The 4 P’s marketing mix concept (later known as the 7 P’s of marketing) was introduced by Jerome McCarthy in his book: "Basic Marketing: A Managerial Approach". It refers to the thoughtfully designed blend of strategies and practices a company uses to drive business and successful product promotion. Initially 4, these elements were Product, Price, Place and Promotion, which were later expanded by including People, Packaging and Process. These are now considered to be the “7 P’s” mix elements.

It can be difficult for a small business owner or marketing manager to know how to establish a unique selling proposition or to reach the right customers, especially on new platforms like the internet, with digital marketing.

Fortunately, the 7 Ps of marketing give you a framework to use in your marketing planning and essential strategy to effectively promote to your target market.

You can also take into consideration elements of the mix in your day to day marketing decision making process with the goal to attract the right audience to successfully market to through your marketing campaigns.

The 7 elements of the marketing mix include the following:

Your customer only cares about one thing: what your product or service can do for them. Because of this, prioritize making your product the best it can be and optimize your product lines accordingly. This approach is called “product-led marketing.” In a marketing mix, product considerations involve every aspect of what you're trying to sell. This includes:

Market positioning

There are five components to successful product-led marketing that are important for product marketers to take into consideration:

Get out of the way. Let your product or service sell itself . Focus your marketing efforts on getting consumers to try what you have to offer so they can learn its value for themselves.
Be an expert (on your customers). Know your customer's needs and use that knowledge to help communicate your product's value.
Always be helping. Position yourself as an ally by creating informative content that meets your target customers’ needs, and they'll be more likely to buy from you. (This is also called content marketing .)
Share authentic stories. Encourage happy customers to share their experiences and tell others why they appreciate your brand.
Grow a product mindset. Focus on your product before you consider how to sell it. Invest in development, and the product quality will take care of the rest.

Many factors go into a pricing model. Brands may:

Price a product higher than competitors to create the impression of a higher-quality offering.
Price a product similar to competitors, then draw attention to features or benefits other brands lack.
Price a product lower than competitors to break into a crowded market or attract value-conscious consumers.
Plan to raise the price after the brand is established or lower it to highlight the value of an updated model.
Set the base price higher to make bundling or promotions more appealing.

Consider what you're trying to achieve with your pricing strategy and how price will work with the rest of your marketing strategy. Some questions to ask yourself when selling products:

Will you be offering higher-end versions at an additional cost?
Do you need to cover costs right away, or can you set a lower price and consider it an investment in growth?
Will you offer sales promotions?
How low can you go without people questioning your quality?
How high can you go before customers think you’re overpriced?
Are you perceived as a value brand or a premium brand?

3. Promotion

Promotion is the part of the marketing mix that the public notices most. It includes television and print advertising, content marketing, coupons or scheduled discounts, social media strategies , email marketing , display ads, digital strategies , marketing communication, search engine marketing, public relations and more.

All these promotional channels tie the whole marketing mix together into an omnichannel strategy that creates a unified experience for the customer base. For example:

A customer sees an in-store promotion and uses their phone to check prices and read reviews.
They view the brand's website , which focuses on a unique feature of the product.
The brand has solicited reviews addressing that feature. Those reviews appear on high-ranking review sites.
The customer buys the product and you’ve sent a thank you email using marketing automation .

Here are the ways you can use these channels together:

Make sure you know all the channels available and make the most of them to reach your target audience.
Embrace the move toward personalized marketing .
Segment your promotional efforts based on your customers' behavior.
Test responses to different promotions and adjust your marketing spend accordingly.
Remember that promotion isn't a one-way street. Customers expect you to pay attention to their interests and offer them solutions when they need them.

Where will you sell your product? The same market research that informed your product and price decisions will inform your placement as well, which goes beyond physical locations. Here are some considerations when it comes to place:

Where will people be looking for your product?
Will they need to hold it in their hands?
Will you get more sales by marketing directly to customers from your own e-commerce website, or will buyers be looking for you on third-party marketplaces?
Do you want to converse directly with your customers as they purchase, or do you want a third party to solve customer service issues?

People refers to anyone who comes in contact with your customer, even indirectly, so make sure you're recruiting the best talent at all levels—not just in customer service and sales force.

Here’s what you can do to ensure your people are making the right impact on your customers:

Develop your marketers’ skills so they can carry out your marketing mix strategy
Think about company culture and brand personality .
Hire professionals to design and develop your products or services.
Focus on customer relationship management, or CRM , which creates genuine connections and inspires loyalty on a personal level.

6. Packaging

A company's packaging catches the attention of new buyers in a crowded marketplace and reinforces value to returning customers . Here are some ways to make your packaging work harder for you:

Design for differentiation. A good design helps people recognize your brand at a glance, and can also highlight particular features of your product. For example, if you’re a shampoo company, you can use different colors on the packaging to label different hair types.
Provide valuable information. Your packaging is the perfect place for product education or brand reinforcement. Include clear instructions, or an unexpected element to surprise and delight your customers.
Add more value. Exceed expectations for your customers and give them well-designed, branded extras they can use, like a free toothbrush from their dentist, a free estimate from a roofer, or a free styling guide from their hairdresser.

Prioritize processes that overlap with the customer experience. The more specific and seamless your processes are, the more smoothly your staff can carry them out. If your staff isn't focused on navigating procedures, they have more attention available for customers—translating directly to personal and exceptional customer experiences.

Some processes to consider:

Are the logistics in your main distribution channel cost-efficient?
How are your scheduling and delivery logistics?
Will your third-party retailers run out of product at critical times?
Do you have enough staff to cover busy times?
Do items ship reliably from your website?

If you get more than one customer complaint about any process, pinpoint what's going wrong and figure out how to fix it.

Understanding marketing mix and the 7 P’s can bring up a lot of questions. Below, we’ve answered some frequently asked questions to help you identify and establish your own marketing mix.

What is a marketing mix example?

A good example of the marketing mix might be a convenience store. In this instance, we might consider a chain of convenience outlets that provide a wide range of products including fresh and packaged food, tools, household, and kitchen items, novelties, magazines, etc.

Product : Chiefly, foods and various items located and packaged in a way that provides convenience and utility.
Price : Pricing will be considered competitive with supermarkets, with some exceptions where convenience, novelty, and fun add special appeal.
Place : Locations should be amenable to the value proposition of convenience. As such, locations should be strategically positioned near residential areas, shopping centers, educational centers, etc.
Promotion : Advertising will be largely constrained to posted promotional material, the outlet buildings themselves, local social media pages, and so on.

Here, we will consider the customer experience as the opportunity to access simple food items, snacks, and a range of useful products for home, recreation, and more.

Another example might be a streaming service. Here our 4 P's are as follows:

Product : Original quality entertainment and convenient viewing access.
Price : Free trial offer, premium packages, and a commercial free subscription level.
Place : The subscriber's digital device.
Promotion : Extended advertising across a range of channels and platforms, including high-value metropolitan billboards, magazines, and word of mouth.

Here, the customer experience is appealing, long-form video content primarily in the form of popular TV, films, comedy specials, and more with an emphasis on convenient home viewing.

What are the types of marketing mix?

In reality, there are as many types of marketing mixes as there are functioning businesses in the world. To make things simpler, we might try to make our model fit within one of 7 common, established marketing mix types as listed below.

Product Mix
Product Progression and Product Life Cycle
Market Coverage Mix (aka Positioning Mix)
Service Mix
Marketing Program Mix (or Promotional Mix)
Channel Mix/Vertical Integration
Global Marketing Mix (or International Marketing Mix)

As you can see, making a given company's value proposition and promotional needs fit into one of these categories might not work well. Our convenient store example might fit into the service mix since convenience is the primary value we would be offering. But our streaming service might also be called a "service mix,” or even a "product mix."

In most cases, it is best to generate an original marketing mix that describes the marketing needs of a real life organization.

What are the 4 P’s of marketing mix?

The 4 P's are Product, Price, Place, and Promotion.

Product : The product is an item or service for sale. For marketing purposes, we should consider who it is for and why they would want it. We should also consider and compare our offering to that of the competition.
Price : This is the amount customers will be willing or required to pay. Often, making prices competitive is a significant challenge. In cases where prices cannot be lowered below the market benchmark, additional value may need to be added to the offer.
Place : This is the location/s where the product or service can be accessed and where it is used. For a restaurant, location is everything. For a streaming service, it is the user's home or the location where they buy computer devices and services.
Promotion : This describes how, where, and how frequently advertising materials will be produced and where they appear. With our convenience store, the promotional material is largely on and in the store itself. With our streaming service, it would be in locations all over the web and any other appropriate location/media.

The takeaway

The marketing mix and the 7 P's of marketing are a guide to drafting and creating an outreach campaign for any given commercial enterprise. They are guidelines that help us cover all of our bases when it comes to brand outreach. It should be borne in mind that branding considerations are not covered in the concepts covered by these promotional frameworks.

The elements of these guidelines work together to create a functional framework for the creation of a complete marketing plan.

Develop your marketing mix and integrate it into your marketing essentials. As you develop your marketing mix, consider how each element affects the rest to create a unified brand experience for your consumers, from the user experience to the perceived value of your product. Think about how a product's price changes its promotion strategy, how specifications will contribute to pricing, and how your people carry out processes. Ensure that your people and the tools they use can communicate with each other, and use the right tools to reach the right people.

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7P Marketing Mix

What is the 7P Marketing Mix?

The 7P Marketing Mix is a set of 7 factors you should focus on when developing your Marketing Strategy .

Why is this definition so similar to the 4P Marketing Mix one? Because is the same concept.

The 7P Marketing Mix is nothing but an extended 4P Marketing Mix .

While the classic 4P Marketing Mix analyzes the:

Promotion .

The 7P Marketing Mix , simply adds the next 3 factors to this:

Physical Evidence .

We explained in our “ 4P Marketing Mix ” page, the main factors to study within a 4P analysis.

If you have not visited that page yet, we encourage you to do so right now since here, we’ll just explain the additional 3 factors that a 7P Marketing Mix includes .

What do these 3 new factors mean?

Now, we’ll explain you what these new factors add with some examples and why should you worry about them:

1. Physical Evidence - 7P Marketing Mix

This factor tends to have more than one meaning.

Depending on who you ask you can receive a different answer.

It Usually means 2 things :

Literally, giving the customer Physical Evidence about what they are buying .
Show, with Physical Evidence, why your product is the best in the Market .

We know that both of them seem to be the same.

Now, we’ll explain the difference with helpful examples:

1.1 Give Physical Evidence about what they are buying

Sometimes, Companies offer intangible products or some intangible values that are associated to their physical products.

Customers are like “serial killers”: they like keeping evidences about what they purchased .

The higher the price of the product, the bigger the evidence should be.

This evidence can be in :

With the Logo of the Brand everywhere.
Usually in luxury brands.
With VIP Memberships, for example.

Rolex - Physical Evidence - 7P Marketing Mix example

The Rolex example is the best one we could have chosen since it offers lots of Physical Evidences.

1. As soon as you enter in an authorized Rolex shop :

If you are intended to buy a Rolex, you’ll surely receive a glass of Champagne .

2. Together with your Watch, you’ll receive:

A serial number that guarantees that it is not a fake watch.
A high quality leather box containing the watch.
Access to the Rolex community ; events, notifications, etc.

3. The watch has a perfectly identifiable design .

You receive a watch that everybody identifies as synonym of high economical status.

All these things are not assuring you that Rolex is the best technical option you could have made.

These Physical Evidences tell you that you are purchasing a luxury product, nothing else :

The box may seem very beautiful, but its price is nothing compared to the watch you are acquiring.
The glass of Champagne may feel very sophisticated, but it represents nothing to the shop: the whole bottle may cost $50.
If Rolex changed its famous designs, the people wouldn’t identify their watches so easily (and lets be honest; 80% of the people owning a Rolex want to brag about it).

1.2. Physical Evidence about why your product is the best in the Market

This is a different Physical Evidence approach.

While the previous one was more “whim-oriented”, this one is a more Technical approach .

When you are stating that your product is either the best one, or different, you have to give proof about it to your customers before they buy your product .

We will give you an example about what may happen if you don’t or can’t give Physical Evidence to your customers :

Nintendo 3DS - Physical Evidence - 7P Marketing Mix example

As soon as Nintendo announced the Nintendo 3DS we were sure about its success.

A portable device that can generate 3D images without any glasses : Amazing!

However it didn’t succeeded as much as Nintendo expected … Why?

The problem they had was that Nintendo couldn’t give Physical Evidence about its technically-amazing product through conventional Marketing campaigns .

You could see a TV commercial where they explained to you how good the 3D images were, but unless you were in front of it, you would never experience the effect .

Nintendo 3DS case is very curious, because Nintendo couldn’t do much for giving Physical Evidence about its product .

This example shows how, sometimes, having the best product in not enough: you always have to give proof about what you offer .

That is why that many food brands offer you little pieces of cheese, chocolate, drinks… at the supermarkets.

2. Process - 7P Marketing Mix

The process represents all the actions that take place when developing, showing and delivering your product to the final customer .

This is a commonly forgotten factor but for some companies, it represents the real key to success.

Think about how many businesses success mainly, because they have a proper process:

Automotive companies that elaborate their cars efficiently .
Websites that have a nice and friendly user interface.
Fast food companies that have defined a elaboration process that saves time and money.

A proper process can :

Increase your margins by reducing the costs .
Allow you to engage more with your customers .
Ensure the best quality .

Nespresso - Process - 7P Marketing Mix example

If there is a company that has understood how important the “purchasing process” is for engaging your customers, is Nespresso .

Nespresso is a good example for lots of things: Design, Physical Evidence, Branding…

However, we’ll focus on how good its selling process is :

They design elegant stores that customers identify with the company’s essence.
As soon as you enter in its stores, you find stylish people that are always very kind to you .
The product is placed in perfectly neat shelves .
They offer you a free coffee .
You can enter in the Nespresso club , with nice discounts and access to promotions.
Finally, there are always new flavors so you “feel the obligation” of coming back periodically .

This “purchasing process” generates a desirable experience for the customers and allows Nespresso to project its coffee as a more exclusive product.

If you think about it, Nespresso just sells coffee, nothing else (ok, coffee machines) then… Why do you feel that they are offering you something else?

So, from now on, don’t focus just on the product itself.

Regard it as an entire Manufacturing and Delivery Process :

From the moment it was being developed to the moment the final client received it.

3. People - 7P Marketing Mix

The People factor refers to everyone involved in the Marketing and Manufacturing process .

Sometimes, this factor only considers people within a Company: Designers, Managers… but Clients should also be taken into account .

Hence, we’ll divide this factor into 2:

The People involved in the product’s development .
Clients ‘ profiles.

3.1 People involved in the product's development

This is an extension of the 7P Process factor, previously explained.

A company is as good as the people integrating it , so you should analyze all the professionals involved at key positions:

Commercials.

Apollo XI - People - 7P Marketing Mix example

It’s been 50 years since the first man reached the moon with the Apollo XI.

Undoubtedly, it is one of the biggest achievements in history of mankind.

But, how on earth could they reach the moon with 1969’s technology?

They had the best scientists and engineers in the world . That is how.

If you wanted to replicate this big achievement, you would have to hire the best brains in the world.

This simple but effective example shows how sometimes, the key thing for guaranteeing a project’s success is the people involved .

You can also appreciate this fact at Movies, where the success normally relies on one single actor’s interpretation.

3.2 Clients' profiles

This factor highlights how important is to take into account your clients:

Who they are .
Where they come from .
What they like .

YouTube - People - 7P Marketing Mix example

Some years ago, while I was having a beer at a friend’s house and, I remembered an interesting video I had watched on YouTube.

It was a video that had been suggested to me repeatedly, so I expected to find the same video at the first page of my friend’s computer .

However, I found completely different suggestions at his main page.

Now, we all know that YouTube suggests certain videos to certain profiles.

But at that moment that shocked me, since it was a similar person, with similar cultural background , from the same city, with the same age.

We went to the same school… so I was surprised YouTube had not suggested this video to my friend.

YouTube analyzes all the videos you have seen so far, the ones that you liked the most, the language of the videos, where you come from… So they can suggest the content that better fits you .

And that is why YouTube is of king of content nowadays.

Categorize customers is very difficult.

Even between brothers and sisters you would have it difficult: how different we are from our parents, cousins, brothers…

No matter how difficult it is: you have to adapt your Marketing strategies to your client’s tastes, cultural backgrounds and preferences .

Otherwise you’ll never engage with them.

Never forget: Your client must be the centre of all the decisions you take .

Summarizing

The 7P Marketing Mix is nothing but an amplified 4P analysis.

To the traditional:

The 7P Marketing Mix adds :

Give physical evidence about what the customer is buying .
Give proof about why your product is the best in the market.
Analyze the actions that take place when developing, showing and delivering your product to the final customer .
Which are the clients’ profiles .
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The 7Ps of The Marketing Mix: Streamline your Strategy

As marketers, we should never underestimate the power of planning. For most of us, that means creating a water-tight marketing strategy, informed by analysis and data - one that has objectives, a target market, and proven tactics.

We all use different blueprints depending on our industry, our target audience and our products and services. But there’s one, timeless model that any marketer can utilise regardless of their field of work and that is the marketing mix.

What is the marketing mix?

Traditionally, the marketing mix is a framework for your marketing strategy containing four key elements: Product, Place, Price and Promotion. Then we have the extended marketing mix - or the 7Ps - which contains the first four elements, plus Physical Evidence, People and Processes.

It’s important to note that while the marketing mix can influence your strategy and provide a greater understanding of the wider market, as well as your business internally, it doesn’t work in isolation. The marketing mix is a tactic that works best when it’s implemented regularly or semi-regularly as a structure for planning, executing, evaluating and re-evaluating your marketing activities.

Who created the marketing mix?

The marketing mix is a concept developed by professor and academic, Neil H. Borden , who elaborated on James Culliton’s concept of business executives being mixers of ingredients - ingredients being different marketing features and practices. The marketing mix was later refined by professor and author, Jerome McCarthy, to specifically include four key components: Product, Place, Price and Promotion. McCarthy wrote about the 4Ps in the 1960s in his book Basic Marketing: A Managerial Approach .

The 4Ps vs the 7Ps

These original 4Ps of the marketing mix covered the fundamental factors of business and marketing at the time. But as we know, marketing and business as a whole have evolved exponentially since then, so it was only a matter of time before the marketing mix needed to be expanded. In 1981, the 4Ps were built upon by two modern academics, B.H. Booms and M.J. Bitner, who identified three additional elements they saw as key to the marketing mix: Physical Evidence, People, and Process, thus providing us with what we now know as the 7Ps of the marketing mix. And it makes sense that these three were the elements Booms and Bitner added to the marketing mix framework. People are at the heart of every business. Without people, you have no one to market to; no one is there to buy your product or make use of your services. It’s a no-brainer.

What are the 7Ps of the marketing mix?

Now that you know what the 7 Ps of the marketing mix are and their origins, let’s dive a little deeper into the definition of each aspect.

Product refers to what is being sold - a physical product, service, or experience. No matter how you position yourself as a brand, your product or service is always going to be at the centre of your strategy and will influence every aspect of the marketing mix. When you think of your product, consider factors such as:

Specific features
Packaging/presentation
The problem that it will solve for your customers

Product in this case, then, is about crafting something that meets the needs and desires of your target audience. This means understanding their preferences, pain points, and aspirations. By meticulously aligning your product with customer expectations, you create a solid starting point for your marketing endeavours. Over 30,000 consumer products are launched yearly. Out of these 30,000 new products, 95% of them fail woefully without having any significant impact on the market.

Choosing the right distribution channels significantly impacts your product's accessibility and visibility. Effective placement ensures your product is available when and where your target audience needs it. Place in the marketing mix doesn't just mean physical locations—it encompasses websites, catalogues, social media, trade shows, and brick-and-mortar stores.

7 ps of the marketing mix statisticsBlog-02

Source: Zippia

Place covers all distribution channels. Factors like your target audience influence your choices. Selling via a single high-street store won't work if your audience is mostly online or global. Test options—could an eCommerce site or a pop-up store work? A mix might suit your business. Understanding your target audience is vital for the right distribution. To profit consistently, distribute where your brand fits and your audience can access. Make your presence felt where it matters most.

The right pricing strategy is critical for a product's success. A misstep in pricing can jeopardize your ROI. Bain & Company research found that 18% of companies lack internal processes for pricing decisions. Your price should mirror customer perception, align with your budget, and ensure profitability. Pricing significantly impacts your business's success, affecting marketing, sales, and demand. Various pricing strategies exist , each with unique benefits and considerations, depending on your product and brand image.

6 Common pricing strategies:

Price Skimming : Begin with a high price, gradually lowering it over time.
Competition-Based Pricing : Set prices above or below competitors' rates.
Economy Pricing : Target budget-conscious buyers with lower prices.
Premium Pricing : Attach a high price, emphasizing product quality.
Value-Based Pricing : Determine price based on perceived customer value.
Cost-Plus Pricing : Set price based on production cost plus markup.

Whatever your pricing strategy is, ensure it aligns with your brand, appeals to customers, and maintains profitability. Monitor the market, economy, and competitors to adjust as needed.

4. Promotion

Promotion is at the core of our marketing expertise. Whether through direct marketing, PR, advertising, content strategies, or in-store presentations, as marketers, we excel in raising awareness and engagement. Promotion involves telling a compelling brand story that resonates with consumers, guiding them to consider your offerings. Effective promotional strategies achieve various goals, from elevating brand recognition to driving sales and revenue. Addressing key questions sets the stage:

Where is your audience able to find you? Online or in a physical store?

Does seasonal impact influence your business?

What is your brand personality and how does it shape your messaging and design?

How do competitors promote themselves? A SWOT analysis helps here.

Promotional tactics fall into two categories: traditional and digital . Traditional methods encompass print media, broadcasting, mail, billboards, and word of mouth. Digital avenues include email, social media, content marketing, SEO , mobile outreach, and paid ads. Digital marketing generates 50% more customer interactions than traditional methods.

Source: MarTech Alliance

The way you communicate and promote directly affects your brand's success. Misplaced messages or poor timing can negatively impact sales. Understanding your audience through segmentation and targeting, along with integrating marketing data, helps cater to their needs and ensures seamless omnichannel campaigns.

5. Physical Evidence

Physical evidence means more than just proof of purchase - it encompasses the overall existence of your brand. Think website, branding, social media, the logo on your building, your store’s decor, the packaging of your product, the post-purchase thank you email, even the ambience of your store. All of these elements offer your customer the physical evidence they need to be certain that your business is viable, reliable and legitimate. For consumers to truly be comfortable with you, to complete a purchase, remain loyal and advocate for your brand, they need to be confident that you’re legitimate and worth their time.

To create a well-crafted strategy that ensures you offer great customer support, be sure to deliver products and receipts efficiently and reliably, and provide a customer experience that is seamless across each and every touchpoint.

6. People People, in the marketing mix, refers to anyone directly or indirectly involved in the business side of the enterprise. That means anyone involved in selling a product or service, designing it, marketing, managing teams, representing customers, recruiting and training. It’s critical to the success of your brand, and the satisfaction of your customers, that everyone who represents the company (including the chatbots) is polite, professional, knowledgeable and fully trained. Employees need to be able to solve the problems that customers have, so as a business, you need to offer training, good working environments and anything that will safeguard the contentment of your employees.

7 ps of the marketing mix 50% of consumers will switch to a competitor after a single bad experience

50% of consumers will switch to a competitor after a single bad experience, while 80% will switch after multiple bad experiences. Excellent customer service is a must for any brand operating in today’s customer-centric market. Digital strategist, Dave Chaffey, says that people buy from people because of the human connection that we all typically crave. When marketers create a strategy that’s highly tailored and personalised, they can be as influential as the best, most persuasive salesperson. Having the right people is key for both long and short-term success. Each part of the marketing mix can help your customers see you as reliable and dependable, which is crucial to any branding strategy.

Process encompasses what goes into every step of the customer journey - from making an enquiry to requesting information and making a purchase. The efficiency and consistency of your processes can significantly impact your overall effectiveness. From lead generation to customer support, having well-defined and streamlined processes ensures a seamless customer journey. The more intentional and personalised your processes are, the happier your customers will be. Even with the best product in the world, your business can be let down by processes.

You want your customer interactions to be seamless from beginning to end, so think about things like:

Your customer response time
The time between booking with sales and actually having a meeting
What happens once they make a purchase
How to generate positive reviews after purchase
What tools can make your processes more efficient i.e. AI, CRMs, email clients, KPI tracking , etc.

Source: Oracle

Marketers who plan their projects and campaigns against their strategy are 365% more likely to report success. Regularly assessing, adjusting and adapting your processes will help to structure your business efforts so that you can function at optimal efficiency.

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Why are the 7Ps of the marketing mix important?

In the dynamic realm of marketing, where strategies evolve and consumer behaviours shift, having a reliable and comprehensive framework is essential. The 7Ps of the marketing mix provide precisely that – a versatile toolkit that empowers intermediate marketers to construct impactful strategies and achieve sustainable success. At the core of the 7Ps framework lies a profound focus on understanding and catering to the needs of your target audience. This customer-centric approach is a cornerstone of successful marketing. By delving deep into your customers' preferences, pain points, and aspirations, you gain insights that guide your decisions across the 7Ps. This empathetic understanding ensures that your product is tailored to meet specific demands, your pricing resonates with perceived value, your distribution channels are optimized for accessibility, and your promotional efforts strike a chord. The 7Ps framework also equips marketers with the agility to respond to shifting market dynamics. Whether it's adjusting pricing strategies to remain competitive, leveraging new promotional platforms to reach wider audiences, or refining product offerings based on customer feedback, the flexibility inherent in the 7Ps allows marketers to stay relevant and effective. Additionally, the 7Ps facilitate measurement and optimisation, a key element of any successful marketing strategy. Each "P" provides distinct metrics that can be tracked and analysed which allows marketers to identify strengths, weaknesses, and areas for improvement. This data-driven approach enables informed decision-making, leading to continuous refinement and enhanced results.

How can I use the 7Ps?

The 7Ps marketing mix is more than just a theoretical concept; it's a versatile toolkit that can be wielded by intermediate marketers to create impactful and effective strategies. Here's a concise guide on how you can leverage this model to your advantage: 1. Start with Solid Research Understanding your target audience is paramount. Conduct thorough market research to unearth insights into their preferences, behaviours, and needs. This foundational knowledge will inform every decision you make across the 7Ps. 2. Tailor Your Product Offering Craft your product or service with your audience in mind. Strive to meet their unique needs and desires, differentiating yourself from competitors by adding value and addressing pain points. 3. Pricing Precision Develop a pricing strategy that aligns with customer expectations and provides a clear reflection of the value you offer. Consider factors such as production costs, competitor pricing, and perceived value when setting your prices. 4. Strategic Placement Determine the optimal distribution channels to ensure your product or service reaches your target audience conveniently. Whether it's through physical stores, online platforms, or a combination of both, choose avenues that enhance accessibility and visibility. 5. Powerful Promotions Craft compelling promotional campaigns that resonate with your audience. Utilize a mix of advertising, public relations, social media, and other marketing channels to amplify your message and create a buzz around your offering. 6. Prioritize People Invest in your employees and ensure they are well-trained and aligned with your brand's values. Their interactions with customers can significantly impact their experience and perception of your brand. 7. Streamline Processes Efficiency is key. Optimize your marketing processes to ensure a seamless customer journey from awareness to purchase and beyond. This includes lead generation, customer support, and post-purchase interactions. In the ever-evolving landscape of marketing, a robust framework is essential, and the 7Ps of the marketing mix offer just that. As marketers, this versatile toolkit empowers us to craft impactful strategies for enduring success. By delving into customer preferences, pain points, and dreams, we tailor our decisions across the 7Ps. Harnessing the power of the 7Ps, allows us to shape strategies that resonate, adapting to the ever-shifting marketing landscape, and ensuring lasting success.

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The 7 Ps of Marketing Mix

The Seven Ps of Marketing is a relatively simple framework that can be used by any organisation or manager to plan marketing activities and a marketing strategy .

It is useful because it ensures that you look across each area together, and consider how they might be related.

The Seven Ps started as just four: product, price, place and promotion. Over time, as marketers became more aware, and practices and businesses changed, three more have been added: people, processes, and physical evidence.

This page explores each of these areas in turn, looking at the important aspects to consider when planning marketing activity.

The 7p's of Marketing Mix. Product, Price, Place, People, Promotion, Processes, Physical Evidence.

Product first, or customer?

Apple is said to have developed the iPod without checking for customer demand first. Steve Jobs was apparently convinced — correctly, as it turned out — that people would want to buy his product.

History, however, is littered with less successful examples of companies who have developed a product first, and worried about finding customers later. It is true that customers do not always know what they want . They do, however, often have an idea of what they lack, or the problem they are trying to solve.

Doing some good customer research in advance of any development costs will ensure that you do not waste any time or money on products that nobody wants to buy.

It is also helpful to check back with your customers during the development to ensure that you are still developing the right product. In particular, check that you are not over-engineering the quality: sometimes good enough is all that is necessary or required.

The price that you charge is important, because it will determine the profit that you make on the product or service.

It must, therefore, be greater than the cost of producing the goods or services.

However, a product is only worth what someone is prepared to pay for it, so it needs to be priced competitively: consistent with what others are charging for similar goods or services.

Pricing also sends a signal to your customers:

Cheap often indicates a ‘no-frills’ product, without any added extras.
Expensive may indicate a ‘luxury’ product, or one that has some added value such as improved customer service.

What you charge will therefore influence your customers’ expectations of your product or service, and you need to ensure that you meet those expectations .

‘Place’ describes where and how your customers will buy your product or service, and how it will reach them.

This might be, for example, through your website, or in a particular shop or shops.

In considering ‘place’, you need to decide two things:

How you will get the goods to that place; and
How you will get the goods to the customer.

Research shows that delivery of goods bought online is very important to overall customer satisfaction, so should be a part of your overall strategy.

Promotion is how you communicate what you do and/or sell to your customers.

'Promotion' includes a whole range of activities, from branding through social media activity and advertising to sales management and special offers. It is designed to show customers why they should buy your product or service , and should therefore focus on benefits, and not just features.

Perhaps the most important thing to remember is that promotion is NOT one-way . Instead, you should see it as the way to start a conversation with your customers, and with your employees, who also need to understand the product.

It is important to look at a variety of channels, including print, online and mobile. Your promotion activity should focus on where your customers are, whether that is particular social media sites, or newspapers.

Your customers are unlikely to separate the product or service from those who provide it.

Your staff—and that means anyone who comes into contact with customers, even remotely, through something that they have written for the company website—are therefore vital. They will have an important effect on customer satisfaction . This is even more important now, because so many people are active on social media, and staff therefore can (and will) communicate with customers directly.

Staff will need to be adequately trained to understand their importance, and how to deal with customers.

Physical evidence

Physical evidence refers to what the customer ‘sees’ of your product. It shows them what it would be like to own or use it.

It therefore includes your website, or your business premises or shop, models wearing your clothes, or photos of them doing so. It also includes customer testimonials, especially if they are on an independent reviewing site, and not under your control.

Like price, the physical evidence sends an important signal to your customer about your product , so it is important that, for example, your website sends the right impression of your product or service.

A collective endeavour

Marketing as a whole relies on all seven Ps.

It is essential to consider them as a whole, and not in isolation. Customers must experience a coherent view of your company and your product, and that can only come from viewing the customer experience from end-to-end across all seven Ps.

Continue to: Customer Segmentation Strategic Marketing

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7Ps of the Marketing Mix – Comprehensive Marketing Strategy Framework

Home » Market » Marketing Basics » 7Ps of the Marketing Mix – Comprehensive Marketing Strategy Framework

7 Ps of Marketing , Marketing Mix
Posted: April 13, 2020
Updated: May 4, 2024

Marketing is an aspect that is deeply rooted in our daily routine from the food we eat to the clothes we wear. For businesses, a profound marketing strategy is a crucial ingredient for their success. To develop a comprehensive marketing strategy, you need to be adeptly versed with the 7Ps of the marketing mix.

Understanding the Marketing Mix

What is the marketing mix? Bluntly said, it is a bunch of approaches used by a firm to achieve its marketing goals. This may encompass for instance the products produced, their prices, the mode of delivery to reach customers and the pattern of communication to customers.

Traditionally, these tools were known as the 4Ps of Marketing, but as marketing today has become more sophisticated, 3Ps have been added. This results in the 7Ps of Marketing. Let’s take a closer look at each of them.

7Ps of the Marketing Mix

Product is anything, both tangible and intangible, that can be delivered to the market for purchase and consumption. Besides, it is something that meets a set of customer needs or wants. When companies are developing the 7Ps of the marketing mix, they may think about a product in terms of 3 levels .

i. Core product

The core product incorporates the core benefits of a product purchased by consumers. For example, a student pursuing Entrepreneurship is buying knowledge; therefore, the product planners ought to define the benefits of the product to the students.

ii. Actual product

The actual product is composed of various characteristics that make up a product. They could be quality levels, brand name, and other attributes.

iii. Augmented product

The augmented product includes additional consumer services build around the actual core product such as warranty, tutorials on how to operate a product and after-sales services.

Read more about the three levels of products here.

The price is the only income-generating aspect of the 7Ps of marketing. Therefore, obviously, it deserves high attention. Various pricing strategies do exist, which should be applied depending on the product type , market environment and customer characteristics. In general, to survive in the fast-changing market place, a product should be priced as per the target audience’s perceptions .

The place is the distribution point of a product. It is an essential aspect of the 7Ps of the marketing mix that defines the availability of a product in the market . For the product to stand out, it has to be positioned in the most convenient place for the target customers . This could be through a window shop or via the internet. Before developing your distribution strategy, you need to consider questions such as the following:

How do your customers want to obtain the product, and what is the best way to reach them?
What do different distribution channels cost?
How do your competitors’ distribution strategies differ from yours?
What is the environmental footprint of your distribution methods?

Promotion is one of the 7Ps of the marketing mix techniques used by companies to communicate their customer offerings. It is a combination of advertising, exhibitions, digital marketing, and other elements to pave the way for dialogue with clients. Promotion ought to communicate not only the perks obtained from a product but also its features. Besides, the promotional material should be precise and informative to the internal stakeholders. An efficient promotion strategy should be a blend of the following questions.

Which is the best mode to message your target buyers?
When should you implement the promotion strategy?
What promotion strategy have your competitors adopted?

The reputation of your product primarily lies in people’s hands. Anyone can have a negative or positive impression of your products and services. It is, therefore, essential to train your employees on how to contact customers to give your business a decisive edge over your competitors. This can be done by adjusting the 7Ps of marketing to meet customer needs. For example, if you operate a little barber shop, placing some complimentary chocolates in your client’s guest room will tend to impress the customer, and, more likely, they will become substantial clients. The workforce is the key to the design and effective implementation of the 7Ps of the marketing mix.

The process is one of the elements of the 7Ps of the marketing mix that tends to obtain too little attention. It refers to the flow of activities as a result of the interactions between a business and its customers. For example, when a customer books a room, there is a process triggered. There is no essence of running a firm if this strategy is faulty. If it is used wisely, it’s a great source of satisfied customers. Therefore, develop clear processes for every type of interaction and make sure that they meet customer expectations and are consistently implemented.

Physical Evidence

The last element of the 7Ps of marketing is physical evidence. This element pertains particularly to the service domain. A service , in general, is intangible. This implies certain risks for customers. These can be reduced by giving physical proof of the service you deliver. For example, an insurance company would issue their customers with printed evidence materials. This boosts customers’ confidence in what they are buying. To wrap it up, physical evidence ensures every component of the 7Ps of the marketing mix abides by the brand values as the service itself.

In a nutshell, no element of the marketing mix can be considered in isolation. For organizational success, it is crucial to develop an integrated set of marketing strategies. To do so, the 7Ps provide a helpful framework.

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7 Ps of Marketing – A Tool for Your Small Business

General Marketing
7 Ps of Marketing –…

The 7 Ps marketing mix is a marketing tool that will help your business to develop it’s marketing strategy by focusing on specific areas. Historically, the marketing mix was just 4Ps, but 3 more were added and it is now suggested that all 7 are considered as part of your marketing and promotional strategy, particularly if you are a service provider.

What is the 7 p’s marketing mix used for?

These 7 Ps are predominantly used by businesses as a focal point and as part of an overall marketing strategy.

They can assist with:

Defining areas of success in the business that can be replicated and built on
Defining issues in the business that are holding you back from being more profitable, productive or successful
Setting objectives and targets – so you can move strategically towards your goals
Competitive analysis – your business position in the market against your competitors
SWOT analysis – analysis of your business strengths, weaknesses, opportunities and threats

The original 4Ps of the marketing mix tool are:

The additional 3Ps added, are:

Physical Evidence

Using the 7Ps

You can use the 7 Ps as headings for discussion, of which the findings and conclusions can then be added to your marketing strategy, which should feature as part of your overall business plan.

Some of the things you can focus on under each of the 7P headings, include:

PRODUCT – this could be your SERVICE if you are a service provider

Is your product branded effectively?
How do your customers rate the quality of your product?
Is there recurrent negative feedback about the same thing?
Are there improvements that could be made?
Is your product brand strong?
Do you offer a guarantee?
Do you have availability or stock?
Could you take on more customers or orders?
How does your product compare when it comes to the market price?
When was the last time you reviewed your pricing?
When was the last time you altered your price in-line with inflation, or market supply and demand?
Is your pricing model clear and easy to communicate?
Do you know your profit margin on each product you offer?
Do you provide any added-value to your offering?
Do you offer the most appropriate payment methods for the customer?
Do you offer credit facilities?
Do they need updating?
Do they give the right messages?
How could you refine your sales process?
What PR activity are you doing?
Do you have a marketing budget? Should it stay the same, or change this year?
Do you network to promote your business?
Is your product available in the place where your customers shop?
Is your product visible to your target market?
Are you visible on social media?
Do you have the right people to sell your product / service?
Do you have the right amount of marketing support?
Are the right people in your team, in the right roles?
Do you need more, or less resources?
Could you outsource some of your work to reduce commitment on costs?
Do you have the right culture within the team?
Do you have a good recruitment, training and appraisal system for staff?
Is your sales process efficient?
Are your processes customer focused?
Do you have a good process for dealing with technology issues?
Have you established systems for as many things as possible within your marketing and sales process?

PHYSICAL EVIDENCE

This could apply to the way a service is delivered, including any physical documentation
What is the online experience if the product is delivered digitally?

These are just ideas and you will for sure come across other questions and thoughts that are relevant to your business.

Why not get your team together (or you partner / best friend if you are a sole trader) and have some fun by trying to really cover all the individual elements of your business. Be constructively critical and also realistic with what you can achieve within certain timeframes.

Why the marketing mix is still used from the 80s until now.

The marketing mix concept may seem dated as it was developed in the 1980s and we now live and work in a rapidly changing commercial environment.

However, it remains effective as the logic behind each of the 7 Ps remains constant yet they are flexible enough to be able to be adapted to suit the new style of communications, for example social media.

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Understanding Marketing Mix (4Ps & 7Ps) With Examples

On paper, marketing may not sound like a lot of work. After all, it’s only about promoting and selling products and services, isn’t it?

What people don’t realize is that there’s a significant amount of research and planning involved in executing every marketing campaign. This is probably why experts can’t help but pay attention to every tiny little detail in this strenuous process. How here’s where a marketing mix comes into the equation.

Using a marketing mix helps chuck out extra details, allowing marketers to design the most effective strategy for their products and service. In this elaborate guide, we will be discussing about marketing mix in detail and how you can develop one of your own.

Table of Contents

What is a Marketing Mix?

A marketing mix comprises of a bunch of tools, tactics or actions that a company might use to introduce and promote its product or brand. The 4 Ps of marketing is made up of:

However, because of the increasing demands of the field, there’s been an introduction of 7 Ps of marketing which also includes components such as people, positioning, and packaging.

Importance of Marketing Mix

Each component found in a marketing mix greatly influences the business plan of the company, ensuring its success. It basically highlights important pointers for marketers and key stakeholders that’ll come in handy throughout the lifecycle of the product.

The mix will play a crucial role in identifying the best marketing strategy for your business. It’s also a primary step to creating your marketing or business plan. This is why a lot of effort, research, and planning goes into formulating a marketing mix. In fact, a number of people are consulted throughout the process to ensure no major or minor details are left out.

What Are the 4 P’s Of Marketing

While marketing mixes are becoming more elaborate and detailed, it’s a good idea to start off with the basic 4 Ps. Here goes:

The product refers to a tangible item or service that you’re trying to sell. In order for it to have any value at all, it must fulfill some kind of need for the consumer. The product must offer excellent performance or else even the best marketing strategy won’t be able to save it from plummet.

For this, marketers must sit down and plan out various stages of the product cycle according to their particular needs and requirements. The first step in this cycle is identifying what problems the product can solve. For this, all professionals on the team must fully understand the features and USP ( unique selling proposition ) of what they’re offering. Once the true potential of the product is identified, marketers can move on to the next step which is deciding the price of the product.

You can’t market a product without putting a price tag on it! This can only be done once marketing professionals have developed a concrete understanding of the product. The price of the product plays a crucial role in determining how the product will sell in the market.

It’s important to note that consumers calculate a perceived value of a product in their minds before they’ve even seen the price tag. Problems will arise if there are fluctuations in the price and it does not align with the consumer’s perceived value. For instance, imagine you’re shopping for a new pair of running shoes that look great at a first glance. However, on close inspection, you notice that the quality of the material is below par which is quite surprising because the shoes are insanely expensive.

At this point, the consumer may start to grow skeptic about your brand. Marketers thus need to find a way to see products from the eyes of consumers . So if the product doesn’t offer much, it will hold little value for the consumer.

Additionally, the price will also depend on value chain costs and other factors including how competitors have priced similar products.

Once you’ve got yourself a final product and have decided a price, the next step is promotion. After all, you can’t sell a product unless consumers already know about it, can you?

This part includes many different aspects such as sales promotions, social media marketing, email marketing , advertising and much more. The appropriate channel(s) will be decided by marketers according to the nature of the product. Additionally, the channel must be aligned with the interest of consumers, for instance, if you’re promoting a new energy drink for youngsters, you’re likely to reach your target audience more effectively using social media. This is primarily because teenagers and young adults spend a lot of time on platforms such as Facebook and Instagram.

As a marketer, you can also come up with interesting contests and prizes ahead of your product launch to generate hype and get customers excited.

Proper placement is key to marketing any product successfully as it’ll drastically impact distribution. Marketers must thus put their heads together to determine ideal locations that’ll attract as many prospective customers as possible. Today, thanks to the social media frenzy, most consumers are more or less converted or engaged online.

However, if you own a physical store, you’ll have to ensure it’s based somewhere consumers will be able to find it easily. On the other hand, if you’re an online retailer, opt for an identifiable web domain and an easy to navigate website.

Marketing professionals can choose from a number of potential locations as part of their placement strategy. This, of course, will depend on the nature of the product and where its target audience hangs out.

Extended Marketing Mix Modeling

The traditional 4 ps of marketing gained popularity for many years until it finally considered too simplistic. Experts began to think that the original model lacked depth and offered room for improvement

5 Ps of Marketing

For better clarity, Judd added the fifth p in the existing marketing model to highlight the contribution of people. This p pays tribute to the people behind all the action, specifically those who are working hard to offer products and services to their consumers. These people play an integral role in shaping user experience and help make your marketing campaign. The second aspect of this component is your customers. Without them, there would virtually be no point of a marketing campaign which is why each campaign is tailored around, well – people.

The basis of adding an extra p was to highlight the importance of people that are communicating messages to the audience. Here, professionals must take customer services and staffing into account. This is primarily done via training sessions and other exercises.

7 Ps of Marketing

In 1981, the original model was further extended to add three more elements, resulting in the 7 p’s of marketing. The revised Booms & Bitner model was designed to highlight the importance of services in addition to tangible, physical elements. The additional three elements included people, processes, and physical evidence.

Processes refer to how you plan to distribute and deliver your products and services to consumers. In the long run, consumers are also paying for how the service is delivered to them. Think of ways to improve your services and provide utmost convenience to your consumers.

Physical Evidence

The final p stands for physical evidence and refers to all the physical components that consumers will be interacting with your business. For instance, this could include the packaging of the product, branding, layout and of course, the overall environment of the place where you’re selling your products and services. All these elements will ultimately contribute to the user experience.

How to Craft a Marketing Mix

The marketing management is often responsible for developing a marketing mix. However, extensive research is crucial to ensure that all key points are based on facts and not assumptions. Follow these steps to develop a marketing mix:

Define Your Unique Selling Proposition

The most primary step to devising a marketing mix is to define a unique selling proposition. Think about it. Here are some questions you ought to ask yourself:

Why would consumers be interested in your product?
What are your product’s biggest
What do you have to offer that your competitors don’t?

Use focus groups and customer surveys to determine how important your USP is. Your potential customers should clearly be able to highlight the key benefits and features of the product in order for the product to sell. Be willing to go above and beyond with research if you want your product to stand out, all these pointers must be showcased in your marketing campaign.

Find Your Target Audience

Take inspiration by writing down a few sentences about your target audience or create a buyer’s persona. This will act as an indispensable tool for marketers who really want to hit the spot and assess each marketing tactic with great attention. For extra measure, you must base customer profile one aspects such as gender, age, demographics etc.

On the other hand, if you’re targeting other businesses, consider factors including the company’s size and location.

Assess the Competition

There are probably dozens or maybe even several thousands of businesses that are offering something similar to your product. So what do you do? You evaluate your competition.

Try to figure out their strategy and understand what keeps them going. Some businesses offer special discounts and warranties to spike up sales and get the attention of consumers. Determining the subject worth of the product and then eliminating its additional costs will help you decide on a reasonable price point. This will especially come in handy when you are devising pricing strategy.

Create a Pricing Strategy

Once you have examined the value of similar products in the market, use your marketing research to develop an appropriate pricing strategy. This will help make sure you do not overprice or underprice the product.

Shortlist Placement Options

At this stage (once you’ve developed a pricing strategy), you must move forward with assessing placement options. Evaluate where your prospective customers are most likely to hang out and make a purchase. You must also consider any costs that may be associated with that particular channel. For instance, if you’re thinking of opening up a physical store as opposed to an online one, you must keep additional expenses in mind.

Alternatively, you can also target multiple channels at the same time to attract a wide customer base. However, if you would like to target a particular niche, you may want to stick to specific channel or area that will benefit your company the most. It’s also worth keeping in mind that the availability of the product may directly impact its perceived value.

Devise a Promotion Strategy

How do you plan on getting the word out? In this phase, you must incorporate everything that you’ve learned about your target audience and use it to devise a commination strategy. Keep in mind that the promotion strategy that you opt for but be aligned with the needs and requirements of your consumers. The products must be promoted in a way that its benefits, features and USP is clearly understood by the audience.

If your company is on a tight budget, opt for a few affordable yet effective tactics that will help you reach your core audience. Once your campaign starts to get noticed, you can move on and target an even bigger number. Your tactics could include platforms such as social networking sites or direct mail to reach out to customers.

Marketing Mix of Coca-Cola

The Coca-Cola Company is undisputedly the most renowned and perhaps the most loved beverage company in the world. Over the years, the brand has successfully launched a number of new products, bringing down its final total to over 3300. Let’s take a closer look at its marketing mix for better understanding:

The renowned beverage company has an incredibly large product mix that includes about 400 brands. Apart from regular soda, they also offer a variety of juices, sports drinks along with teas and coffees. Among the most popular is its flagship Coca-Cola which has been crowned the most popular selling soft drink to ever exist. Other notable brands include Sprite, Fanta, Minute Maid, Powerade, and Fresca.

At present, the company is focusing on introducing healthier drinks as people are slowly moving towards sugar-free options. The Coca-Cola Company first became a part of this trend when it introduced its first non-carbonated drink, Minute Maid in 1990s.

Coca-Cola follows a comprehensive pricing strategy that is based on the perceived value of its products. Since Pepsi Co is the prime competitor and arch-rival of the brand, Coca-Cola ensures its pricing is within consumer reach. Overall, Coca-Cola’s pricing approach is closely aligned with maintaining brand loyalty.

Since its products are sold by a number of retail stores and distributors, each entity implements its own pricing strategy. While most drug-stores and gas stations sell its products at a fixed price, retail outlets may adopt a different strategy altogether.

Coca-Cola is known as the most popular beverage company in the world and rightly so. To stay relevant, the company has employed a number of marketing and advertising strategies. It advertises its products using numerous communication channels including social media, direct mail, the World Wide Web along with traditional means of advertising such as billboards and TV commercials. Due to increased competition, Coca-Cola reportedly spent about $3.96. Billion on advertising last year.

One of Coca-Cola’s most successful campaigns was for Coke Zero in 2015. The drinkable advertisement was targeted at millennials, giving them a chance to sample the drink. According to the brand over 85 % of millennials had not tried the drink yet so this campaign was designed to introduce their product to a whole new audience.

In 2016, Coca-Cola announced a shift in is marketing strategy with its new “Taste the Feeling” campaign. The company emphasized on a “one brand” approach which was quite unique from its previous strategies.

Coca-Cola has an enviable distribution system as its products can be found in over 200 countries all over the world. It is reported that the company is able to sell about 1.9 billion servings every day on an average which is a whopping number!

Coca-Cola follows an FMCG distribution pattern which has allowed the brand to penetrate all relevant players in the market. It is also worth mentioning that the brands bottling partners closely interact with consumers in amusement parks, convenient stores, street vendors etc. Together, all these partners have managed to create a successful localized strategy for Coca-Cola.

Wrapping it Up: Marketing Mix

We hope this elaborate guide has helped you learn more about marketing mix. Is there something you’d like to add? Tell us about it in the comment section below.

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7Ps in Marketing Mix – What are They? (Explained)

The 7Ps of Marketing Mix refer to the various elements that go into creating a successful campaign. Some of these elements include price, packaging, branding, product placement, and digital placement.

In this article we have explained the 7P’s in the marketing mix as well as show you why and how they are so important to be implemented in your business.

If you’re unsure of which elements to use and how to implement them for your startup, contact an experienced digital marketing agency , such as us, at WinSavvy . We’ll show you exactly how we shall implement the 7Ps for your startup and industry.

What are the 7Ps in Marketing Mix?

Marketing is the process of placing the right product or service in front of the right people at the right time. It involves all aspects of the business cycle, including product creation, distribution strategies, and sales. It also involves understanding customer needs and creating campaigns that communicate those needs. The 7Ps of marketing can be applied to many different types of business.

In today’s increasingly digital world, brand image has never been more important.

Consumers expect authenticity, and brands are scrutinised for their ethical practices. That means that PR is a vital tool in creating, maintaining, and changing a brand’s image.

Moreover, as technology advances, the workload of marketing professionals is increasing. To cope with this, marketers should automate processes.

Marketing begins with choosing the right channels for discovery, followed by nurturing the prospective customer along the sales funnel. To achieve this, a brand must hire the right talent. For example, sales representatives handle the first human-to-human interactions with customers.

And, in all that chaos, the 7Ps in marketing provide for a framework to streamline any marketing campaigns used by startups. The 7Ps are product, price, place, promotion, people, process and physical evidence.

As the Co-founder and Creative Director of Amarra, I intertwine the Marketing 7Ps into our broader strategy for our high-end formal attire brand. It’s not laborious, but an essential aspect of our business for successful marketing. Firstly, Product is always at our core. We handcraft exclusive attire for special occasions, keeping a keen eye on design, textures, and patterns. By focusing on Price, we balance affordability with high-quality craftsmanship, ensuring customers see the value in what they buy. In terms of Place, we’ve expanded our distribution network to over 850 international stores. Promotion is managed primarily through our digital platforms, ensuring constant communication with our audience. For the People aspect, we focus on maintaining a team that shares our vision and commitment to excellence. Process involves streamlining our operations for efficiency, from design to delivery. Lastly, the Physical environment finds its place in the stores we partner with, ensuring they reflect our brand’s ethos. Tracking our results, we’ve seen promising growth with increased global brand recognition and steady sales. Our online engagement rates have gone up, the employee satisfaction score is EXEMPLARY, and expansion into new markets is showing positive projections. So, it’s safe to say that the strategy has been fruitful for Amarra. Abhi Madan , Co-Founder & Creative Director of Amarra

1st of 7P’s in Marketing Mix – Product

The first of seven P’s of marketing, the Product, is critical to a successful marketing campaign. Product marketing is closely related to the brand story and should focus on benefits and USPs that target customers will find useful.

Product marketing should also focus on differentiating versions and variants. A product can be the most complex aspect of a marketing campaign, but there are a few guidelines that can help a business succeed.

Today, consumers want authentic experiences and are more demanding of brands. This means that brand image is more fragile than ever. This makes PR a key tool in building, maintaining, and changing a brand’s image . As technology advances, the role of PR is increasing, and automation is crucial to the process.

However, if your product is bad, no amount of PR or promotion (the 4 th P) can fix it. There’s that old saying – build a good product and people will come. Maybe that’s not all that true, as you definitely need to promote your product or service.

However, build a bad product and no customer is going to come.

How to Make an Amazing Product

The best way to go forward when creating a product or service is to use the lean startup methodology, that is –

Do a thorough market research . You can hire a market research analyst like us, at WinSavvy or you can use these market research tools that can help you do it yourself.
Create a proof of concept and test it ,
Create a Minimum Viable Product and test it, ( Read : What is a Minimum Viable Product? )
Create a Prototype and test it among your intended customers,
Fine-tune your prototype into a prototype, while avoiding these design thinking mistakes .

As the Founder and CEO at Digital Silk, a leading digital agency, my team and I indeed incorporate the 7Ps of marketing into our strategy. Their comprehensive approach ensures that we leave no stone unturned. Product, price, promotion, place, people, process, and physical evidence – they all form a roadmap to guide our efforts comprehensively. For instance, we treat ‘Product’ as the digital experiences we offer – these are not tangible but are designed to meet and exceed our clients’ needs. ‘Price’ is always customized to ensure maximum value against investment for every client. Our ‘Promotion’ involves high-profile clients like NASA and the IMF, earned through our commitment to quality. ‘Place’ in the context of a digital agency, is every touchpoint online where we interact with leads and clients. Recognizing ‘People’ as an essential element, we have built a team with diverse skill sets, which enable us to handle varied projects with excellence. The ‘Process’ at Digital Silk is firmly guided by a hands-on approach and adherence to excellence, ensuring client satisfaction. We employ continuous tracking and optimization measures for better ‘Performance’. Regarding ‘Physical evidence’, in a digitally-centered business like ours, it’s reflected in semantics and visual elements on our website that present a coherent brand image. This strategy and its systematic implementation have directly impacted our growth and the success of our clients. For instance, through this holistic approach, we’ve achieved an average client retention rate of 92% and seen a consistent 15% YoY growth in our business. Gabriel Shaoolian , Founder and CEO at Digital Silk

As a seasoned traveler and successful entrepreneur who runs Miss Tourist, a travel resource website drawing 400k visitors each month, I’ve effectively incorporated the Marketing 7Ps in our strategy. Our product, unlike physical commodities, is the vast knowledge and travel advice we offer. Place involves our strategic digital presence, mainly through our website and social media. Price is reflected not in direct charging, but in strategic advertising and partnerships. Promotion methods are varied, including SEO, collaborations, viral content, and more. People focuses on our multi-cultural remote team, each contributing a unique perspective. Our processes are streamlined – from content creation, editing, SEO optimizing, to engagement tracking, it’s all meticulously planned. Lastly, physical evidence is evident in the positive responses, testimonials, and successful travels our audience has had following our advice. According to data analytics, our strategic use of the Marketing 7Ps has contributed to a consistent 15% increase in annual traffic, affirming its importance in our business promotion. It’s not laborious, but a fundamental pillar that shapes our branding and growth strategies. Yulia Saf , Miss Tourist .

2nd of 7P’s in Marketing Mix – Price

Price is a crucial element in marketing and can make or break the success of a product. Price is based on perceived value and is important for both consumer and business decisions.

How to Set the Right Price for Acing the Second P of the 7Ps in Marketing

While product pricing seems logical, it is a complex process. However, if you are a startup, make sure you are never competing on price. It is a sure-loss formula that will sabotage your startup . Instead, what you should do, is focus on creating as much value as possible, differentiate yourself, using a definitive marketing strategy and charge a premium for your product or service.

Remember: Never compete on price. Otherwise, you create a very easy ground for a larger competitor or upcoming competitor (potential competitors can be analyzed using the Porter’s Five Forces Model or PESTLE analysis of your business plan .)

3rd of 7P’s in Marketing Mix – Place

The 3rd of the 7P’s of marketing focuses on place. This is the physical or digital location of the product or service, the way it is delivered to its intended market, and how it is promoted.

There are several ways to distribute products and services, from physical stores to websites and television shows.

Framework for Getting the Best Place in Front of Your Customers

A simple framework for acing the place segment in your marketing mix is by ensuring you follow the 3P rules of marketing , which are –

Personalization, and

Gone are the days, when you bombard your product in front of every random person under the son. Now, you have to make use of data and data analytic tools to make sure your product reaches the right person at the right time. There are several CRO software that can help you do just that.

A great way to do this, is by using permission marketing coupled with content amplification to generate leads . That helps you combine the best parts of traditional product/ service placement along with the new-age digital permission marketing.

4th of 7P’s in Marketing Mix – Promotion

While the other P’s may be more traditional and passive, promotion allows for more creativity in marketing. Promotion involves communicating directly to potential customers.

Public relations, advertising, digital marketing and social media marketing are all examples of promotion. In order to get the most out of promotion, it is important to understand brand identity and differentiation.

You can try to achieve that by getting prominent media mentions ( use HARO! ) or hire an SEO agency to help grow your online reputation.

Promotion involves all marketing, advertising, and sales activities. The choice of marketing channels depends on the type of business. For example, a B2B company may prefer account-based marketing to get leads , while a B2C company may focus on direct marketing.

5th of 7P’s of Marketing – People

Marketing is a process of connecting with people and getting them to take an action.

By connecting with people, companies can create brand loyalty and promote ethical business practices. In today’s age of information and technology, consumers are demanding more from brands and are more aware of their ethical practices.

As such, brand image is more fragile than ever.

6th of 7P’s of Marketing Mix – Process

The process is the sixth part of the seven Ps of marketing. It’s the part of marketing that no one ever talks about, but it’s probably the most important. It is heavily inter-related with all the 7 functions of marketing .

Process also involves the way a product is manufactured and sold. Streamlining the production and selling process can lead to more product sales.

However, the process must also align with the brand’s values. For example, an ethical clothing brand may use sustainable and environmentally friendly methods for their production.

In order to be successful in any business, you must have a plan for how you’re going to get your product or service into the hands of your customers.

The process is the key to success because it allows you to:

Understand what needs to be done.
Decide how you’re going to do it.
Set goals and benchmarks for measuring progress towards those goals.
Communicate with stakeholders (the people affected by your decisions).

As a result, it is heavily connected with the business strategy of your startup .

The process needs to be simple enough that anyone can follow it, but also detailed enough that you can track each step along the way and make adjustments as necessary.

7th of 7P’s of Marketing – Physical evidence

One of the most important aspects of customer satisfaction is the physical evidence that a customer has experienced a service or product.

This can be both physical and digital, and can confirm that a customer has received a positive experience with a company. It can also be in the form of reviews, which can be used to build trust in a brand.

Physical evidence is important because it gives customers peace of mind about the purchase they’ll make. . This can be particularly useful for new customers who are paying before receiving the service.

This can be in the form of a product’s packaging, receipts, or contact experience. This evidence can even be in the form of a website, staff uniforms, menus, and online reviews. It can also be included in an agency’s website, such as case studies and testimonials.

Secondly, it’s important to consider the perception that customers have about the product in the marketplace. A consistent branding campaign can help consumers form a good opinion about a product. For example, when most people think about fast food, they often picture McDonald’s.

That’s because McDonald’s has been extremely successful in using physical evidence as part of their marketing mix strategy, which has resulted in making their brand extremely strong.

The reason why the 7Ps marketing model is important is that it gives a foundation for creating useful promotional plans, establishing strong customer relations, driving business growth and gaining competitive advantage in the market. The pillars of the 7Ps model – Product, Price, Promotion, Place, People, Process and Physical Evidence are key constituents that offer a holistic framework for marketing teams to deliver value to customers and set the stage for unmatched brands. Moreover, this model underscores the need for businesses to understand and meet the wants as well as preferences of their clients. By taking into account people and physical evidence, enterprises may customize their marketing strategies so as to increase consumer satisfaction levels while fostering loyalty which will result into repeat purchases. Over time this concept has been employed in traditional marketing strategies but has equally found its way into contemporary digital platforms through integration. When alluded to across all these touch points it greatly improves on reaching out more clients while at the same making campaigns adaptable based on real time information collected from different sources. For instance, under the Promotion element, social media ads targeting specific audience segments can be coupled with email automation or personalized content delivery. In this case marketers can collect instant analytics about how well their campaigns are performing from various online sources such as blogs or forums hence enabling them track campaign performance in order to adjust messages and optimize targeting thereby achieving higher engagement rates leading conversion rates. When it comes to the People element, AI driven chatbots could be employed for immediate customer service responses based on user behavior during web browsing sessions. Consequently, businesses will have access to instant insights into what customers think about particular products through sentiment analysis carried out over digital channels thereby enabling companies tailor make offerings meet client needs better while improving service quality which drives loyalty even further. Michael Kiel , Founder of Boat Planet

Yes, at DealA, we integrate the 7P’s into our marketing strategy as an integral component to streamline our business and deliver value to customers. 1. ‘Product’: Our ‘product’ is a user-friendly platform offering genuine promotional codes from over 30,000 brands. 2. ‘Price’: Our ‘price’ is the savings users unlock via our platform, carefully calibrated to ensure they get the best deals. 3. ‘Place’: We have optimized our ‘place’ to be accessible online, thereby reaching a global, digital-savvy audience. 4. ‘Promotion’: Our ‘promotion’ involves strategic advertising, SEO-optimized content, social media, and email campaigns underscored by user behavioral data. 5. ‘People’: Our ‘people’ are at the center of our strategy. We invest in capable talents who incorporate customer insight into each marketing initiative. 6. ‘Process’: Our ‘process’ is technology-driven, focusing on web development, AI and data analytics to streamline user interaction and automate marketing tasks. 7. ‘Physical Evidence’: Our ‘physical evidence’ is the testimonials and reviews from satisfied customers, which serve as social proof of our service quality. We track results using KPIs like website traffic, conversion rate, customer retention, and savings unlocked by users. Over the past year alone, we’ve seen a 35% increase in conversion rates and a 50% increase in customer retention, reinforcing the efficacy of integrating the 7Ps into our strategy. Oleg Segal , Founder and CEO of DealA.com

In running Or & Zon, the Marketing 7Ps play a decisive role in our strategic framework and are indeed far from being laborious. Rather, I find them to be extremely crucial in marketing a niche, artisanal business like ours. Let’s take ‘Product’ for instance. My team and I ensure that every item we offer is handcrafted, unique and has a story. This is a clear reflection of the craftsmanship so diligently preserved by the artisans we work with globally. Turning to ‘Price’, we prioritize transparency, valuing the time, effort, and skill set invested by each artisan, which reflects in our pricing. With ‘Place’, we’ve leveraged technology and our expertise in e-commerce to make these products accessible around the globe. Our ‘Promotions’ revolve around storytelling and celebrating every individual craft, aimed at inspiring a deep connection with our clientele. ‘People’, ‘Process’, and ‘Physical Evidence’, are predominantly about creating superior customer experiences. For instance, every step of the shopping process on our Shopify platform is made to be simple, smooth and secure. Lastly, ‘Physical Evidence’ comes to life through meticulously crafted packaging that heightens the unboxing experience. As far as tracking results, our key tracking metrics encompass sales performance, customer satisfaction scores and retention rates. Over time, implementing the 7Ps has resulted in increased repeat purchases and a 25% year-on-year growth for Or & Zon. Guillaume Drew , Founder & CEO of Or & Zon

Wrapping Up on the 7P’s of Marketing Mix

The 7Ps marketing mix can be applied to a variety of channels, including online and multichannel businesses.

The 7Ps in marketing mix is one of the most reliable ways to help a business reach its intended market. The trick to using it effectively, though, is to make sure people notice you. Otherwise, your product will just mix in with the crowd and get lost among the other options that are readily available.

So, if you need help in implementing this core marketing concept for your brand / startup, let us know at [email protected] !

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Extended Marketing Mix (7P's)

Last updated 18 Feb 2018

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The extended marketing mix (7P's) is the combination of seven elements of marketing that aim to work together to achieve the objectives of a marketing strategy. These 7 elements are: product; price; place; promotion; people; process and physical.

The short video below provides an overview of the Extended Marketing Mix (7P's) concept and there are some additional study notes below the video.

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Marketing basics for business and the 7 Ps

Effective marketing will help to achieve your goals and grow your business. It will build awareness, attract customers and build lasting, profitable relationships.

Defining marketing

Marketing is about planning and executing the development, pricing, distribution and promotion of products and services to satisfy the needs of your customers.

The main role of marketing is to deliver customer value to attracting new customers and keeping existing ones. This is achieved by:

knowing what customers need
coming up with solutions to meet these needs.

Marketing is about the principles that guide your customer-focused actions.

It is a comprehensive process that determines how to go to market with your products and services. For your marketing to be successful, you'll need a strong understanding of your brand positioning and the needs of your customers .

'Marketing is the science and art of exploring, creating and delivering value to satisfy the needs of a target market at a profit.'

Dr. Philip Kotler

Both science and art are important elements of marketing practice. The science of insights, analytics and metrics, and the art of creative ideas and clever execution should work together.

Marketing challenges

Many businesses find it challenging to do effective marketing because of:

lack of time and resources (like staff and money)
new technology and new channels, which require new skills and specialisation
increased competition, which has given customers an abundance of choice.

Technological advances have made customers more connected, informed and empowered than ever before. To meet the changing expectations, preferences and behaviours, your business must be:

brand driven
customer focused.

In practice this means that you should start with strategic thinking, marketing strategy and planning before getting into the tactics (the steps and activities).

By understanding your current situation, you'll be better able to recognise gaps and make improvements. To get more out of your marketing efforts, answer the following questions:

What role does marketing currently play in your business?
Does your marketing strategy align with your business strategy?
Does your business have the right marketing skills and resources?

The 7 Ps of marketing

Marketing is delivered through a combination of elements—the 'marketing mix'. These elements are also often referred to as the 7 Ps of marketing.

This popular and practical marketing model can help you to:

do a marketing audit
refine your value proposition
do a competitive analysis.

Review your 7 Ps regularly

Assess your 7 Ps regularly to make sure they keep up with:

your competitors
changing customer needs
technological advancements.

Product refers to what you create and deliver to meet the needs of your customers.

It requires you to think about:

what problems you're solving for your customers
how to exceed their expectations.

It includes your products and services, as well as the features, benefits, and value your products and services offer customers.

Value is not just about price, quality and style

Value also includes:

availability (e.g. trading hours and access to online ordering)
options (e.g. a choice of payment methods or added extras)
packaging (e.g. using sustainable or recycled materials or innovative designs)
accessories (e.g. offering a customisable range or product bundles)
warranties (e.g. offering express and extended guarantees)
repairs (e.g. annual maintenance or on-site callouts)
support (e.g. account managers or online tutorials).

You can do customer research to find out which of these factors your customers value most.

Price refers to your business pricing strategy and how customers pay for your products and services.

It's the all-important value exchange—that is, the price customers are prepared to pay for the benefits you deliver.

When deciding on prices, you need to know:

how much demand there is for what you're offering
how much your customers are prepared to pay for it
your expenses and costs
your required profit margin .

To attract and retain customers, your ideal pricing strategy should:

align with your business type and goals
reflect your desired brand positioning
consider your competition.

You can read more about pricing strategies and use our pricing calculators to work out the best approach for your business.

Place refers to where your products and services are made, found, distributed, sold and supported. It can be a physical location, a digital presence, or both.

Whether it's real or virtual, the design must:

project your business brand
be based on customer needs
give customers easy and convenient access to your products and services.

You may engage directly with customers, or your distribution model could include third-party intermediaries, such as:

Your distribution model forms part of the customer experience and must be actively managed.

You could also do a review of your marketing channels to see if you're targeting your promotions in the right places.

Starting a business?

If you're starting a new business, you can read our guides on:

finding the right business location
building and managing a business website .

Promotion is about communicating information about your products and services to your target customer segments . It's usually designed to create a response.

As part of promotion, also consider your other communication, for example, to your partners and employees.

Choose the right promotional activities

Through the marketing strategy and planning process , you'll be able to choose the right mix of promotional activities for your business needs.

Select your promotional activities based on the media use and preferences of your target market.

Your promotional activities should use the right:

channels (where and when you communicate to customers)
messaging (what you say to them, and how you say it).

Types of promotional activities

Advertising —you can promote your brand across many channels, for example, newspapers, magazines, radio, television, outdoor and online. Find out how to make your business advertising successful .
Personal selling —effective personal selling, such as telemarketing, requires strong interpersonal and communication skills . You need a good understanding of your customers and back this up with expert knowledge.
Public relations —positive publicity is earned media (media or exposure you haven't paid for). This can be achieved through, for example, press releases and interviews with national, regional or local media. Learn more about public relations for your business .
Sales promotions —a proven technique to generate interest is to run short-term sales incentives. This includes discounts, competitions, and coupons. Find out more about running sales promotions and using coupon websites .
Direct marketing —this represents an efficient way to engage with customers. This can range from targeted direct mail through to letterbox drops. It's worthwhile to learn more about direct marketing methods .
Online marketing —the digital world offers many cost-effective marketing opportunities. Find out how to develop your digital marketing strategy .

Do the research

You can make more informed decisions about promotional activities by researching your customers .

This refers to the individuals who work for your business, including yourself. It's the people who deal with your customers, either directly or indirectly.

This is the human side of your business. When you provide outstanding service and support, you add value to the experience and encourage word-of-mouth and referrals.

Think about how often online customer reviews focus on exceptionally good, friendly service or on rude, bad service.

Consider all interactions, including:

face-to-face
through your contact centre
though online (live) chats and email correspondence
on social media .

You can give your business a competitive edge by:

recruiting the right people
training your staff to improve their communication skills
retaining good staff through a supportive and pleasant workplace culture.

Workplace culture counts

Your brand becomes the external expression of the internal culture of your business.

Learn more about what you need to do to employ and retain the right people for your business.

This is about the activities involved in delivering your products or services. In simple terms, it's about being 'easy to do business with'.

An effective process helps you to:

achieve repeatable and consistent customer service levels
save time and money by increasing your operational efficiency.

Action item: map out the process

It's helpful to map out the end-to-end journey from your customer's perspective. Explore all potential brand interactions, for example:

Also consider the technology you use and the partners you deal with.

Discover more about business processes and procedures together with customer journey mapping.

This refers to all existing and potential features customers see when engaging with your business.

Physical evidence:

is the tangible proof that establishes credibility
includes the look and feel of your business branding
spans the physical and digital environment.

Physical evidence may be:

a retail store
interior design
a business website
online ratings and reviews
the uniforms and behaviour of employees.

Consider everything about your business that can be seen or otherwise observed, and how it can help to reinforce your brand and elevate your business.

Look at retail design

Think about how your store layout, fixtures and signage can build you brand and increase your sales.

Action item: review your 7 Ps of marketing

To maximise your success, you need to make the most of your marketing mix. The power of marketing lies in combining the different marketing elements in an effective way.

To help you do this, use our template to evaluate your 7 Ps .

Marketing in practice

Marketing is an essential part of your business. Take a practical and phased approach by following the step-by-step guide to develop your marketing strategy and plan .

Before taking the next step, think about these critical success factors:

resources —do you have the right people, time and budget?
expertise —do you have the right knowledge and skills?
communication —do you have a collaborative approach?

These factors will determine if you can reach your marketing goals. Identify where you need to focus your effort on by completing the interactive marketing health check .

Also consider...

View our marketing strategy and planning webinar for information, tips and resources from our Mentoring for Growth mentors.
Find guidelines and templates to write a marketing strategy and marketing plan .
Read about how you can expand and retain your customer base by becoming a customer-focused business .
Learn more about branding your business .
Find tips and strategies for marketing on a small budget .
Last reviewed: 29 Aug 2022
Last updated: 29 Aug 2022

Home Free PowerPoint Templates Free 7 P’s Marketing Mix PowerPoint Templates

Free 7 P’s Marketing Mix PowerPoint Templates

Download free 7 p’s marketing mix powerpoint templates & google slides.

The Free 7 P’s Marketing Mix PowerPoint Templates are business concept presentation layouts. 7 P’s is a continuous reevaluation model for business marketing strategies. These seven P’s are product, price, promotion, place, packaging, positioning, and people. The products, market, and customer’s needs change rapidly. Therefore, it is necessary to continuously check 7 P’s to make sure you are up-to-date with current marketplace.

This market positioning diagram template provides a circular process cycle with market mix core unit. It displays all seven components of marketing concept with the help of clipart icons. For instance, a retail store for market place, shopping bag for packaging, megaphone for promotions, etc. These graphics will assist in creating a mental image of marketing mix elements. In this way, presenter can describe company’s approach toward each component by simply looking at clipart PowerPoint shape.

Free 7 P’s Marketing Mix PowerPoint Templates offers 9 slides with two content layout designs. The circular diagram template shows merge of both 4 P’s and 7 P’s marketing mix. This diagram highlights 4 P’s factors with arrow shapes i.e. Place, Promotion, Price, and Product. There are 7 additional slides of a circular diagram with text placeholders. These slides will help describe strategies and requirements of all seven components individually. The subsequent 7 slides are suitable for staff meetings or training material.

The second template layout of 7 P’s marketing plan PowerPoint template demonstrates a table format. It gives an overview of all seven segments with a brief description of business approach. The plain white PowerPoint background will allow users to easily copy slides into any presentation theme. Simply copy and paste PowerPoint slides by choosing Match Destination Theme option. The Google Slides Theme of 7 P’s marketing mix is also available that users can copy for online presentations.

100% Editable PowerPoint Templates & Google Slides.
Compatible with all major Microsoft PowerPoint versions, Keynote and Google Slides.
Modern 16:9 Aspect Ratio.
Scalable Vectorial PowerPoint Shapes and PowerPoint Icons.
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New Templates every week.

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Illustration shows U.S. Dollar banknotes

Trump's plan to tax the entire world will result in the type of global trade war not seen since the Great Depression, think tank says

Trump's plans for a universal tariff on all US imports could set off a global trade war, a Peterson Institute fellow said.
Such a conflict erupted the last time the US applied blanket protectionism in the 1930s.
Others have warned that a trade war with China could be coming regardless, no matter who is president.

Donald Trump says his trade policy would be a way to protect the US from exploitation.

Yet, by applying a base tariff on virtually all foreign goods, he's starting a "war against trade itself," Alan Wm. Wolff wrote for the Peterson Institute for International Economics.

The Republican candidate has made tariffs a cornerstone of his prospective trade policy, proposing a universal 10% duty on all imports heading into the US. As for Chinese goods, Trump has touted tariffs as high as 60%.

Still, before the US embraces this level of protectionism, it might be better to dust off some history, the left-leaning think tank said — blanket tariffs aren't an entirely untested phenomenon.

Something similar to this last happened at the onset of the Great Depression , when struggling US farmers asked that foreign imports be taxed.

That spawned the 1930 Tariff Act , but the legislation was far more ambitious than first conceived. Aside from just agriculture, a wide swath of industries notched new protections, and import tariffs rose an average 47%.

World economies fired back almost immediately. Even before the bill went into effect, about a dozen countries retaliated with their own restrictions. Great Britain followed a year on, imposing tariffs of up to 50%, Wolff said.

Watch: China, Russia boast that trade is at an "all-time high" despite Western sanctions

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Before you start a business || 7P's of Product Management

COMMENTS

How to use the 7Ps Marketing Mix
It's an essential part of a marketing plan structure that defines the tactics to be used to implement the marketing strategy. The traditional 7Ps of marketing consist of: Product. Promotion. Price. Place. People. Process. Physical evidence.
7 Ps of Marketing and How They Apply to Your Marketing Mix
No matter which platforms you choose as your marketing tools, the seven Ps can serve as tried and true basic marketing tactics that you can adapt into your marketing efforts to best fit your ...
7Ps of Marketing Mix: Explained well with examples
The 7Ps of Marketing is the Price, Place, Promotion, Product, People, Process and finally, Physical Evidence. It originally started as 4 Ps, but as the world, and the complexities of marketing grew; 3 more were added to formulate an effective marketing strategy. The 'P's stand for each of the pillars of a marketing strategy, and together ...
The 7Ps of The Marketing Mix
The marketing mix or 7Ps is a foundation model in marketing. it helps to define the tactics to make the marketing plan happen. A planned approach to marketing helps us to set clear objectives based on the current situation a company is facing. The strategy defines how those objectives will be achieved, including the target market to focus on ...
The Marketing Mix: Building a Strategy With the 7Ps
The 7Ps marketing model is a framework designed to help businesses build a complete marketing strategy, from start to finish. In theory, a new business should be able to use the 7Ps model to devise an entire marketing strategy from scratch. Credit: TrueNorth. The name derives from the seven elements outlined in the 7Ps model, which all begin ...
How the 7 Ps of Marketing Fit Into Your Marketing Mix
A speech by marketing specialist Neil Borden in the 1950s was the first time the term "marketing mix" was used. Later, marketing professor E. Jerome McCarthy refined Borden's ideas, creating the 4 Ps of marketing (price, product, place, and promotion). He theorized that by using price, product, place, and promotion together, a business ...
Marketing Mix (7Ps of Marketing)
Marketing mix is a selection of marketing tools that include several areas of focus that can be combined to create a comprehensive plan. The term refers to a classification that began as the 4 P's: product, price, placement, and promotion, and has been expanded to Product, Price, Promotion, Place, People, Packaging, and Process.
Mastering the Marketing Mix: A Comprehensive Guide to 7Ps
The 7Ps of Marketing Mix. The Marketing Mix 7P is an extension of the traditional Marketing Mix, and it includes the seven Ps: Product, Price, Place, Promotion, People, Process, and Physical Evidence.Let's take a look at each of these elements in detail. Product. The product P refers to the goods or services that a business offers to its customers.
7P Marketing Mix Perfectly explained with Helpful Examples.
Rolex - Physical Evidence - 7P Marketing Mix example. The Rolex example is the best one we could have chosen since it offers lots of Physical Evidences. 1. As soon as you enter in an authorized Rolex shop: If you are intended to buy a Rolex, you'll surely receive a glass of Champagne. 2.
Decoding the 7 Ps of Marketing: A Step-by-Step Guide
These instruments are the 7Ps of Marketing: Product, Price, Place, Promotion, People, Process, and Physical evidence. Each 'P' holds a unique note in your marketing melody, and understanding how to orchestrate them can turn your business into a masterpiece. Product:What you're selling to satisfy a customer's need.
The 7Ps of The Marketing Mix: Streamline your Strategy
Traditionally, the marketing mix is a framework for your marketing strategy containing four key elements: Product, Place, Price and Promotion. Then we have the extended marketing mix - or the 7Ps - which contains the first four elements, plus Physical Evidence, People and Processes. It's important to note that while the marketing mix can ...
The 7 Ps of Marketing Mix
The Seven Ps of Marketing is a relatively simple framework that can be used by any organisation or manager to plan marketing activities and a marketing strategy. It is useful because it ensures that you look across each area together, and consider how they might be related. The Seven Ps started as just four: product, price, place and promotion.
7Ps of the Marketing Mix
Besides, it is something that meets a set of customer needs or wants. When companies are developing the 7Ps of the marketing mix, they may think about a product in terms of 3 levels. i. Core product. The core product incorporates the core benefits of a product purchased by consumers.
7 Ps of Marketing
The 7 Ps marketing mix is a marketing tool that will help your business to develop it's marketing strategy by focusing on specific areas. Historically, the marketing mix was just 4Ps, but 3 more were added and it is now suggested that all 7 are considered as part of your marketing and promotional strategy, particularly if you are a service provider.
Understanding Marketing Mix (4Ps & 7Ps) With Examples
For better understanding, we have prepared an example of a marketing mix for you. The Coca-Cola Company is undisputedly the most renowned and perhaps the most loved beverage company in the world. Over the years, the brand has successfully launched a number of new products, bringing down its final total to over 3300.
What Are the 7 Ps of Marketing? (Plus Helpful Examples)
The 7 Ps of marketing is a method encompassing seven distinct principles that professionals can use to create and employ strategies that attract and engage customers, motivate customer sales and increase revenue. The creator of the 7Ps of marketing is E. Jerome McCarthy in 1960. It comprises three additional marketing principles that build on ...
7Ps in Marketing Mix
Remember: Never compete on price. Otherwise, you create a very easy ground for a larger competitor or upcoming competitor (potential competitors can be analyzed using the Porter's Five Forces Model or PESTLE analysis of your business plan.) 3rd of 7P's in Marketing Mix - Place. The 3rd of the 7P's of marketing focuses on place.
Write your business plan
Common items to include are credit histories, resumes, product pictures, letters of reference, licenses, permits, patents, legal documents, and other contracts. Example traditional business plans. Before you write your business plan, read the following example business plans written by fictional business owners.
Extended Marketing Mix (7P's)
AS, A-Level. Board: AQA, Edexcel, OCR, IB. Last updated 18 Feb 2018. Share : The extended marketing mix (7P's) is the combination of seven elements of marketing that aim to work together to achieve the objectives of a marketing strategy. These 7 elements are: product; price; place; promotion; people; process and physical.
Marketing basics for business and the 7 Ps
Marketing is delivered through a combination of elements—the 'marketing mix'. These elements are also often referred to as the 7 Ps of marketing. This popular and practical marketing model can help you to: do a marketing audit. refine your value proposition. do a competitive analysis.
Free 7 P's Marketing Mix PowerPoint Templates
The Free 7 P's Marketing Mix PowerPoint Templates are business concept presentation layouts. 7 P's is a continuous reevaluation model for business marketing strategies. These seven P's are product, price, promotion, place, packaging, positioning, and people. The products, market, and customer's needs change rapidly.
(PDF) Using the 7Ps as a generic marketing mix: An exploratory survey
support fo r our contention that Booms and Bitner's 7P. ... developing SMEs in enhancing their risks management plan to protect the SMEs in facing the highly uncertain nature of the business; as ...
THE Marketing MIX The 7Ps of Marketing (Business Plan)
(4.) PUBLIC RELATIONS - These are the image-building initiatives of the entrepreneur to make the name of the business reputable to stakeholders, such as target customers, government agencies, business partners, media and the public. Examples: - Press conferences - Launching events - Strong media relations through press kits
Facebook has a plan to win over Gen Z. Don't laugh.
Facebook's new strategy leans more into TikTok-like Discovery and less into friends and family. It wants to reach a young demographic that will like things like Marketplace and the Dating app. Don ...
British sandwich chain Pret abandons plan to open in Israel
British sandwich and coffee chain Pret A Manger said it has given up on a plan to open stores in Israel, blaming travel restrictions on UK staff as a result of Israel's war against Palestinian ...
NASA seeks faster, more affordable Mars sample return mission
June 4 (UPI) --NASA officials want a new Mars sample return mission plan that is faster, costs less and isn't as complex than one scrapped in April.The space agency doesn't want to wait until 2040 ...
After a string of safety issues, Boeing is about to release a plan to
Boeing is expected to release a plan this week to fix its endless string of safety issues that have been under federal investigation following a midflight fuselage blowout in January.
In Japan, energy security fears put nuclear back in favour for 2040 plan
In Japan, energy security fears put nuclear back in favour for 2040 plan. By Yuka Obayashi and Katya Golubkova. June 4, 202412:03 AM PDTUpdated 5 hours ago. [1/3]Security personnel stands guard in ...
Tesla stands by Musk pay after ISS urges shareholders to reject package
Tesla on Monday defended a proposal to ratify CEO Elon Musk's $56 billion pay package and said a new compensation would be costlier, days after a top proxy advisory firm recommended shareholders ...
Trump's Blanket Tariffs Could Bring Back a Depression-Era Trade War
Trump's plan to tax the entire world will result in the type of global trade war not seen since the Great Depression, think tank says Filip De Mott 2024-06-02T12:30:01Z

7 Ps of Marketing and How They Apply to Your Marketing Mix Looking for picture perfect marketing formulas that will likely outlast and adapt to any trend? Read on.

3. Promotion

5. Packaging

6. Positioning

The Ps of marketing

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The Marketing Mix: Building a Strategy With the 7Ps

What is the 7Ps model?

The evolution from 4Ps to 7Ps

Applying the 7Ps to digital marketing

#1: Product

#2: Promotion

#6: Process

#7: Physical evidence

What are the limitations of the 7Ps model?

Create the model that works for you (and your customers)

Getting your marketing mix structured & organised

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Marketing Mix (7Ps of Marketing)

You’ve got this! We’ve got your back.

What are the 7 Ps of Marketing?

3. Promotion

6. Packaging

What is a marketing mix example?

What are the types of marketing mix?

What are the 4 P’s of marketing mix?

The takeaway

Take your business to the next level

What is the 7P Marketing Mix?

What do these 3 new factors mean?

1. Physical Evidence - 7P Marketing Mix

1.1 Give Physical Evidence about what they are buying

Rolex - Physical Evidence - 7P Marketing Mix example

1.2. Physical Evidence about why your product is the best in the Market

Nintendo 3DS - Physical Evidence - 7P Marketing Mix example

2. Process - 7P Marketing Mix

Nespresso - Process - 7P Marketing Mix example

3. People - 7P Marketing Mix

3.1 People involved in the product's development

Apollo XI - People - 7P Marketing Mix example

3.2 Clients' profiles

YouTube - People - 7P Marketing Mix example

Summarizing

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The 7Ps of The Marketing Mix: Streamline your Strategy

What is the marketing mix?

Who created the marketing mix?

The 4Ps vs the 7Ps

What are the 7Ps of the marketing mix?

4. Promotion

5. Physical Evidence

Why are the 7Ps of the marketing mix important?

How can I use the 7Ps?

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