7ps of marketing mix essay

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7Ps of the Marketing Mix

A marketing strategy is a company’s battle plan in the struggle of market competition. However, its task is in effect to outline the way the company plans to act in the market, which is made in a general way. To realize the marketing strategy, a company develops a marketing mix, which is a set of marketing tools used to influence the demand for the product (Kotler et al 2008, p.49). The first formula of the marketing mix included four elements, so-called 4Ps, which were: Product, Price, Place, and Promotion. Gradually the notion of the marketing mix has been extended to 7Ps by adding such elements as Processes, Physical Evidence, ad People (Schneider & Bowen 1998, p. 213).

Product is a service produced by the company; it can be tangible or intangible, produced on a large scale or individually. Each product has its life cycle, which includes the stages of development, introduction, growth, maturity, and decline (Kurtz, MacKenzie & Snow 2009, p.341). Each of the stages requires specific marketing decisions. Another important point is a product’s competitive advantage, which also defines the product’s marketing: it helps to expand the company’s market segment and to increase the price.

Price is not simply the cost of the product for the buyer; it is a point of communication between the producer and the customer. Price defines the product’s position in the market, informing the client about its quality and originality. Depending on a good’s parameters and the life cycle stage, different pricing strategies can be used (Bangs 2002, p. 72): premium pricing (high quality or unique products), penetration pricing (lowering the price when entering the market), economy pricing, and price skimming (the product is new or has a strong competitive advantage). There are also some alternative approaches, such as psychological pricing ($99 instead of $100), optional product pricing (setting price for the additional services), etc (Armstrong et al 2009, p. 328).

The element of Place outlines the approach of the product’s distribution and includes the distribution chain which delivers the product from the manufacturer to the customer (Kotler et al 2008, p. 50). The product can be sold directly to the customer or the dealer; the shop can be physical or virtual. The place is defined according to the peculiarities of the product sold.

Promotion is a set of tools that help to communicate to the client, which is to attract his attention, provide information about the product, and stimulate the decision to buy. The company can use such tools as direct selling, personal selling, public relations, advertising, sponsorship, etc. As a rule, they are used in complex (p.51).

Schneider and Bowen emphasize the meaning of the last 3Ps: these factors help to overgrow the marketing of products and services and embrace marketing of the whole organization with its attributes, such as people, tangibles, etc. (1998, p. 213).

The component of People includes the company’s staff with its skills and knowledge. The staff which has appropriate interpersonal skills and attitude to the work, as well as the professional competence, creates an additional competitive advantage, becoming a face of the company.

Processes also make the company competitive, increasing the customers’ loyalty. They include efficient service delivery which meets the needs and requirements of the clients, for ex., preparing a burger the way a client wants (Strydom 2005, p. 196).

Physical Evidence implies taking care of the services’ performance which influences the judgments about the company. Providing a clean environment of the restaurant or comfortable accommodation for the college students, as well as the website and brochures about the company’s service or a logo at the ticket, are examples of this element (Strydom 2004, p. 197).

Some attempts to extend 7Ps to 9Ps take place (Dacko 2008, p. 335); however, the additional elements are disputable: for example, Packaging can be considered a separate element or be included in the category of the Product, and Professionalism can be combined with People.

• Armstrong, G et al 2009, Marketing: an introduction. Harlow, England, Financial Times Prentice Hall.
• Bangs, DH 2002, The market planning guide: creating a plan to successfully market your business, product, or service. Chicago, Dearborn Trade Pub.
• Dacko, SG 2008, The advanced dictionary of marketing: putting theory to use. Oxford; New York, Oxford University Press.
• Kotler, P et al 2008, Principles of marketing. Upper Saddle River, N.J., Pearson Prentice Hall.
• Kurtz, DL, MacKenzie, HF & Snow, K 2009, Contemporary marketing. Toronto, Nelson Education.
• Schneider, B & Bowen, DE 1998, Winning the service game. Boston, Mass., Harvard Business School Press.
• Strydom, J 2004, Introduction to marketing. Lansdowne, Cape Town, S.A., Juta.

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Table of Contents

Top 12 marketing models , 7 ps of marketing, importance of 7 ps of marketing, steps to develop a successful marketing mix, what are the 7 ps of marketing.

Marketing communicates the value of goods and services to the customers. While marketing is often thought of as the end promotional activity, marketing is a combination of activities that delivers an optimal mix of pricing, product development, distribution, and advertising for a business to achieve success. It is both a science and an art, and overlaps, but is not synonymous, with the concepts of advertising , promotion, market research, and sales. Several marketing models are available that help develop and implement the marketing strategies as per the business requirements and customer needs. To begin with, here are some of the most common marketing models.

Some of the popular marketing models that have stood the test of time and are relevant in today’s era of omnichannel marketing have been listed below:

• 7 Ps of marketing 
• USP (Unique Selling Proposition)
• Boston Consulting Group Matrix
• Brand positioning map
• Customer Lifetime Value marketing models
• Growth strategy matrix
• Loyalty ladder marketing models
• PESTLE (Asses impact on political, economic, social, technological, legal, and economic factors)
• Porter’s Five Forces
• Product Life Cycle
• Segmentation, Targeting, and Positioning
• PR Smith's SOSTAC (Situation, Objectives, Strategy, Tactics, Actions, Control) model

In this article we will learn about one such commonly used marketing model mix, i.e., 7 Ps of marketing! 

The 7 Ps of marketing is a set of recognized marketing tactics, which can be used in any combination to satisfy customers in the target market. Combining these marketing tactics to meet the customers' needs and wants is known as using a 'tactical marketing mix'.

This marketing mix is a familiar marketing strategy tool that was traditionally limited to the core 4Ps - Product, Price, Place, and Promotion. In the 7 Ps, the new additions are People, Process, Physical evidence. 

Let's dive into these marketing tactics, starting with the most important one, product.

It definitely goes without saying that your product must be at the centre of your entire strategy. The entire marketing mix is about the product itself. Concentrate on what is the pain point that your product or service is solving. How your product is more efficient than other similar ones in the market. 

You can use research and development to help your company develop new products or create awareness about the existing one. The digital marketing mix is ideal for showcasing your products, such as through SEO , blogs or articles, paid advertising, influencer marketing , and viral video campaigns.

This refers to your pricing strategy for products and services, as well as how it will affect your customers. You should determine how much your customers are willing to pay, how much you need to mark up to cover overheads, your profit margins and payment methods, and other costs. You may also want to consider the possibility of discounts and seasonal pricing, subscription and membership programmes, or email marketing of promotions and sales to attract customers and maintain your competitive advantage.

The location of your products and services is where they are seen, made, sold, or distributed. Customer access to your products is critical, and it is critical that customers can find you.

You can distinguish yourself from the competition by designing your retail space and employing effective visual merchandising techniques. Even if you are not a retail business, location is an important part of your marketing strategy. Your customers may require a quick turnaround or prefer to purchase locally manufactured goods.

Finding the right business location will be an important marketing tactic if you are starting a new business.

All promotional activities across the marketing mix, including advertising, direct marketing, and in-store promotional activities, are included in successful marketing strategies. Digital promotion is only limited by your imagination and can include online events, chats, social media groups, and livestreams.

People refer to the employees and salespeople who work for your company, including you.

When you provide excellent customer service, you create a positive experience for your customers and, as a result, market to them. As a result, current customers may spread the word about your excellent service, and you may receive referrals. 

Give your company a competitive advantage by hiring the right people, training them to improve their skills, and retaining good employees.

The process of getting your product to the consumer should be designed for maximum efficiency and dependability, but it should also include features that are consistent with your brand, such as being environmentally or sustainably focused.

With the rise of online shopping, digital partnerships and logistics have become critical components of the marketing mix. Having a good process in place ensures that you consistently provide the same level of service to your customers while also saving time and money through increased efficiency.

Physical Evidence

Physical evidence includes elements that demonstrate your brand's existence and that a purchase occurred.

A physical store or office for your business, a website if your business only operates online, and printed business cards that you exchange when meeting people are all examples of proof that your brand exists. Physical or digital receipts, invoices, or follow-up email newsletters sent to customers as a retention exercise are all examples of proof of purchase.

Your marketing mix must also account for everything your customer sees, hears, and sometimes even smells in relation to your product or service.

This includes, of course, packaging and branding , but it should also include how products are displayed in stores, where they are placed, and the context in which they sit, as well as digital placement, such as on your website and social media.

The marketing mix of 7Ps is the mix of tactics applied and coordinated that positions the organization clearly in the minds of the customer. 

The 7Ps model helps us to:

• Set objectives and provide a roadmap for your business objectives. 
• Conduct SWOT analysis , and undertake competitive analysis. 
• Review and define key issues that affect the marketing of its products and services. 
• Evaluate existing business and work through appropriate approaches whilst evaluating the marketing mix elements.
• Market the right product, to the right people, at the right price and time.
• Help develop products and services that better serve the wants and needs of the target market.
• Help customers understand why the product or service is better than those of competitors.

The advantages of using the 7Ps model can be achieved only if each of the Ps is correctly understood and appropriate strategies are devised for them. It will be unwise to ignore an area unless it is completely outside one’s control.

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The following 10 steps will assist you in developing the perfect marketing mix:

Step 1. Set the Goals and Objectives - Clearly define the required result. For example, more customers, brand awareness, higher sales, etc. Every marketing plan will have its own marketing goals. Set a specific time frame in which to achieve the results.

Step 2. Prepare the Budget – Identify the amount that will be spent on product innovation, consumer research, product promotion, etc.

Step 3. Determine the Unique Selling Proposition (USP) - Identify the benefits users will experience from using your product or service.  Also, determine the unique problem that the product/ service is solving better than anyone else.

Step 4. Identify the target Target Market – Understand the target audience and know who they are and how they prefer to be communicated. Create an in-depth  profile of the ideal customer . 

Step 5. Seek Customer Feedback – Understand from the customers what they think of the product, how satisfied they are with the quality, is the product effectively meeting their needs, etc. This will help to make the products more relatable and approachable to the audience.

Step 6. Define the Product in Detail - Describe the specific qualities and value of your product. Look for the unique features that define the product’s worth.

Step 7. Know the Distribution Channels - Identify the places your product will be marketed and which distribution channels you’ll make use of. This will influence your pricing and your promotion decisions. 

Step 8. Create Pricing Strategy - Discover ways of differentiating your product on price. Know the competitors and make sure the customers are not overcharged. Also, understand what the target audience might be willing to pay and what it costs to produce the product.

Step 9. Choose Promotional Techniques - The target audience needs to be made aware of the product offering. Successful promotion of the product includes various elements, like direct marketing, public relations, advertising, personal selling, sales promotion, word of mouth, etc.

Step 10. Use Inbound Marketing - Inbound marketing  also plays a vital role in developing your marketing mix.An effective inbound marketing mix includes a website, email marketing, social media , and blogging .

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Understanding the 7Ps of a Marketing Mix

Marketing is like baking. With the right ingredients, measurements and conditions, your recipe is sure to be a success. Find out the 7 ingredients for the perfect marketing mix … or risk a soggy bottom!

A marketing mix is a set of actions that businesses and marketers use to help promote their brand, or to sell a product or service they offer. When selling a new product or service, it’s important to create a marketing mix strategy that essentially blends the key marketing ingredients together to achieve the desired result.

What are the 7Ps of a marketing mix?

A marketing mix always begins with a product to sell. In the early development phase of your product, it is extremely important to carry out extensive research on the life cycle of the product you are creating.

All products have their own life cycle including the growth phase, the maturity phase, and the sales decline phase. Once a product reaches the sales decline phase, marketers need to find new ways to increase sales again.

When developing the right product, it’s important to ask yourself a series of questions to make sure your product is better than your competitors, i.e. what does the client want from the product? Or, how, where and why the client uses the product?

In a marketing mix, place refers to the position and distribution of the product you are selling in a place that is accessible to your target audience, this could be a high street shop, an online store, or mail order. Examples of distribution strategies include: intensive, exclusive, selective and franchising.

To make sure you position your product in the best possible place, it’s vital to understand your customer and what their shopping habits may be. Therefore, to develop a distribution strategy, you need to ask yourself the following questions:

• Where do clients look for my product?
• Where do clients usually shop for products?
• Should I sell the product online?

Pricing is an extremely important component to your marketing mix as it determines your profit and costing of your product. Altering the price of a product can affect the entire marketing strategy, whilst also affecting the sales and demand of your product.

As a newcomer to the market, it’s tempting to set your prices high, especially if you know your product is worth the price you are asking for. However, it’s unlikely that your target audience will be willing to pay the price, simply because your brand is only starting out so you’re not as recognisable or trustworthy – this comes with time.

Pricing also helps consumers to determine the perception of your product. For example, a lower priced product is deemed less inferior in terms of quality and ability, as opposed to a highly priced product.

In a marketing mix, promotion is an element that can boost sales and brand recognition through advertising, sales promotion, sales organisation, and public relations.

When promoting a product, you may decide on all of the promotion elements above, or simply choose the techniques that will target your audience more effectively. However, in order to create a successful product promotion strategy, here are a number of questions to ask yourself first:

• When is the best time to promote my product?
• What is the strategy my competitors are using?
• Should I use social media to promote the product?
• How can I send marketing messages to my target audience?
• What marketing channel is the best to promote my product for my audience?

The promotional strategy you use is also dependent on your budget, your communication and how you want to get your message across, and your target market.

Another important element in the marketing mix is people. This includes whether or not your target audience is large enough, and if there is a large enough demand for your product or not.

Consumers aren’t the only important people to consider in your marketing strategy, you also have to take into the account the people who will be delivering the marketing and sales of your product. To make sure you deliver excellent service and marketing, you’ll need people who are fully trained for the job, whether this is customer service assistants, copywriters, designers or a sales representative for example.

As for processes in the marketing mix, the process of your organisation can affect the performance of the service you provide, involving the delivery of your product to consumers.

As a business, it’s crucial to make sure you’re easy to do business with, meaning you’re efficient, helpful and timely.

By making sure your business has a good process in place, you will also save time and money due to greater efficiency, and your standard of service to customers will remain consistent, which is excellent for developing a brand reputation and customer loyalty.

Physical Evidence

The final P in a marketing mix stands for physical evidence and it refers to everything your customers sees or hears when interacting with your business.

T his includes your branding, your product packaging, a physical space such as a shop, and even the way your staff and sales representatives act and dress – it’s not all about the product! The way that you portray your brand physically has a great impact on consumers and can either lead or an increase, or decrease, in sales.

Using the Marketing Mix

Each of the 7Ps found in a marketing mix work together to ensure your business is a success. The 7Ps also have an impact on your positioning, targeting, and segmentation decisions, so it’s crucial to understand their benefits to create your own marketing mix.

If you would like more information on how you can create your own marketing mix, please call our strategic team on 01462 262020 or a no obligation chat, or email us at [email protected]

You can also view some case studies over at our client work area to see how we’ve already successfully helped businesses with their marketing mix.

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Complete Introduction to 7 P's of Marketing

5 minutes read

In the dynamic world of business, effective marketing is the key to attracting and retaining customers. The traditional 4 P's of marketing—Product, Price, Place, and Promotion—have long been the foundation of marketing strategy. However, as the business landscape evolves, additional elements have been added to create a more comprehensive marketing framework. This expanded model, known as the 7 P's of marketing , includes Product, Price, Place, Promotion, People, Processes, and Physical evidence. In this article, we will delve into each of these components to understand how they collectively contribute to a successful marketing strategy.

Part 1. What Are the 7 P’s of Marketing?

The 7 Ps of marketing is a framework that helps businesses and marketers consider various elements when developing and implementing a marketing strategy. The 7 Ps go beyond the traditional 4 Ps (Product, Price, Place, and Promotion) and include additional factors that are crucial for marketing success. The 7 Ps are:

The first P, Product, is the core offering that a company provides to meet the needs and wants of its target market. It involves not only the physical product but also its features, design, quality, and branding. A successful marketing strategy begins with a thorough understanding of the product and its unique selling propositions.

Price is a critical element that directly impacts consumer behavior. Setting the right price involves considerations of cost, competitor pricing, and perceived value. The pricing strategy should align with the target market and the overall positioning of the product in the market.

Place refers to the distribution channels and the locations where customers can access the product or service. The goal is to make the product easily available to the target audience. A well-thought-out distribution strategy ensures that the product reaches the right customers at the right time.

4. Promotion

Promotion involves the communication strategies used to raise awareness and persuade customers to purchase the product. This includes advertising, public relations, sales promotions, and personal selling. An effective promotional strategy considers the target audience, the message, and the most appropriate channels for communication.

People represent the individuals who are part of the organization and are responsible for delivering the product or service. This includes employees, sales representatives, and customer service personnel. The behavior, skills, and attitude of these individuals play a crucial role in shaping the customer experience and influencing brand perception.

6. Processes

Processes refer to the systems and procedures that support the delivery of the product or service. Efficient and customer-centric processes enhance the overall customer experience. From order fulfillment to customer support, well-designed processes contribute to customer satisfaction and loyalty.

7. Physical Evidence

Physical evidence relates to the tangible elements that customers can see, touch, or experience. This includes the physical environment where the service is delivered, packaging, branding, and any other tangible cues that reinforce the brand image. Strong physical evidence can enhance the perceived value of the product or service.

Part 2. Why Are the 7 P’s of Marketing Important?

The 7 Ps of marketing are important because they provide a comprehensive framework for businesses and marketers to develop and implement effective marketing strategies. Each "P" represents a key element that contributes to the overall success of a product or service in the market. Here are some reasons why the 7 Ps are important:

Holistic Approach:   The 7 Ps offer a holistic and well-rounded approach to marketing by considering a broad range of factors beyond the traditional 4 Ps. This comprehensive perspective helps businesses address various aspects of their marketing strategy to create a completer and more integrated plan.

Customer-Centric:   The 7 Ps emphasize the importance of understanding and meeting customer needs. By considering elements like people, process, and physical evidence, businesses can focus on delivering a positive customer experience, which is crucial for building customer loyalty and satisfaction.

Differentiation:   The framework helps businesses differentiate themselves from competitors. By carefully managing each P, a company can create a unique value proposition, making its product or service stand out in the market.

Adaptability:   The 7 Ps provide a flexible framework that can be adapted to different industries, markets, and situations. Businesses can tailor their marketing strategies based on the specific needs and characteristics of their target audience and industry.

Strategic Decision-Making:   Each P represents a strategic decision that influences the overall marketing strategy. By systematically addressing each element, businesses can make informed decisions that align with their goals and objectives.

Long-Term Success:   Considering all aspects of the marketing mix helps businesses plan for long-term success rather than focusing solely on short-term gains. This includes building strong customer relationships, optimizing processes, and creating a sustainable competitive advantage.

In summary, the 7 Ps of marketing offer a structured and comprehensive approach that enables businesses to develop and execute effective marketing strategies, ultimately contributing to the achievement of their business objectives.

Part 3. How to Apply 7 P‘S of Marketing?

Applying the 7 Ps of marketing involves a systematic approach to each element of the marketing mix. Here's a guide on how to apply the 7 Ps:

• Define and understand the features, benefits, and unique selling points of your product or service.
• Determine your product's life cycle stage and plan for potential updates, improvements, or expansions.
• Develop a strong brand identity, including logos, packaging, and product positioning.
• Conduct thorough market research to understand pricing structures in your industry.
• Consider your production costs, desired profit margins, and perceived value by customers.
• Choose a pricing strategy (e.g., cost-plus pricing, value-based pricing) that aligns with your business goals.
• Identify and select the most appropriate distribution channels to reach your target market.
• Optimize your supply chain and logistics for efficient product delivery.
• Establish a strong online and/or physical presence based on where your target customers are most likely to make purchases.
• Develop a comprehensive marketing communications strategy, including advertising, public relations, sales promotions, and personal selling.
• Tailor your promotional activities to your target audience and the channels they use.
• Monitor and measure the effectiveness of your promotional efforts and adjust as needed.
• Invest in hiring, training, and retaining employees who can deliver a positive customer experience.
• Ensure that all customer-facing staff understand the brand message and can effectively communicate it.
• Continuously assess and improve the skills and motivation of your employees.
• Streamline and optimize internal processes to enhance efficiency and effectiveness.
• Focus on creating a smooth and positive customer journey from awareness to purchase and beyond.
• Regularly review and update processes to adapt to changing market conditions and customer expectations.

Physical Evidence:

• Consider the physical aspects that support your brand, such as store layout, signage, and packaging.
• Ensure that the tangible elements align with the brand image and create a positive impression on customers.
• Regularly assess and update physical evidence to stay current and relevant.

Remember that the 7 Ps are interconnected, and decisions made in one area can impact others. It's essential to regularly review and adjust your marketing strategy based on market changes, customer feedback, and internal assessments. Additionally, stay updated on industry trends and competitor activities to maintain a competitive edge.

Part 4. Apply 7 P’s of Marketing with Boardmix

Boardmix is an innovative online whiteboard tool designed to streamline collaboration and enhance productivity in a digital workspace. It offers a wide range of drawing templates, making it easy for teams to visualize ideas, brainstorm solutions, and manage projects effectively. With Boardmix, you can apply the 7 P's of marketing - Product, Price, Place, Promotion, People, Process and Physical Evidence - in a more interactive and engaging way. For instance, you can use our whiteboard to sketch out product designs (Product), map out distribution channels (Place), or plan promotional strategies (Promotion). You can also use it to organize your team (People), outline your processes (Process), or present data and reports (Physical Evidence). While we currently do not integrate with other ecosystems, we are constantly improving our platform to better serve your needs.

Key features of Boardmix:

• Wide Range of Drawing Templates:   Boardmix offers a variety of drawing templates, making it easy for teams to visualize ideas and brainstorm solutions effectively.
• Real-Time Collaboration:   With Boardmix, team members can work together on the same whiteboard in real-time, enhancing productivity and communication.
• Easy-to-Use Interface:   The intuitive interface of Boardmix allows users to start drawing or adding content with minimal learning curve.
• Project Management Tools:   Boardmix includes project management features that help teams organize tasks, set deadlines, and track progress.
• Secure Sharing:   Users can securely share their whiteboards with others, controlling who can view or edit the content.
• High-Quality Visuals:   Boardmix supports high-resolution visuals ensuring clarity and precision in every project.
• Cross-Platform Compatibility:   Whether you're using a PC, tablet or smartphone, you can access your Boardmix whiteboards anytime, anywhere.

The 7 P's of marketing provide a comprehensive framework for developing a successful marketing strategy. By considering each element—Product, Price, Place, Promotion, People, Processes, and Physical evidence—businesses can create a well-rounded approach that addresses the diverse aspects of marketing in today's competitive landscape. Understanding and implementing these P's can lead to enhanced customer satisfaction, increased brand loyalty, and ultimately, business success.

Boardmix is an ideal tool for applying the 7 P's of marketing in a more interactive and engaging way. Its wide range of drawing templates allows you to visually map out your product designs, distribution channels, promotional strategies, team organization, processes, and physical evidence. With real-time collaboration features and easy-to-use interface, Boardmix makes it easier than ever to bring your marketing plans to life and share them securely with your team.

Join Boardmix to collaborate with your team.

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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.

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. 

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. 

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.

Track and visualise your KPIs in real-time with Hurree. Try Hurree today and discover how to truly harness the power of analytics and transform your company reporting using cross-platform dashboards. If you have any questions then feel free to get in touch ! 

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