7 P's of Marketing - A snapshot

1. Marketing Mix

2. The Marketing Mix

The tools available to a business to gain the
reaction it is seeking from its target market in
relation to its marketing objectives

7Ps – Price, Product, Promotion, Place, People,
Process, Physical Environment

Traditional 4Ps extended to cope with today's
changing environment

3. The Marketing Mix

4. Product

5. Product



The firm must come up with a product
or service that people will want to buy.
It must fulfil some need
or want.
It must be (or at least seem) unique.

6. Product

Methods used to
improve/differentiate
the product and increase
sales or target sales more
effectively to gain
a competitive advantage e.g.
 Extension strategies
 Specialised versions
 New editions
 Improvements – real or
otherwise!
 Changed packaging
 Technology, etc.
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7. Product or service
Core Product
Actual Product
Augmented
Product
CAR
Transportation
A motor car
Finance Availability
Hotel
Accommodation
Rooms
Room service
Airline
Transportation
An air plane
A Football Club
Entertainment
An Insurance Company
Safety
Insurance policy
Online availability
Air Condition
Cooling
AC
Warranty
In flight
Entertainment
T-shirts – photos
with players

8. Price

9. Price
• The price must be one that

Pricing Strategy
- International


Comparative
Cost plus
the customer thinks is good
value for money.
• This is not the same as
being cheap!
• Prices have a great
psychological effect on
customers.

10. Price


Pricing Strategy
Importance of:


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knowing the market
elasticity
keeping an eye
on rivals

11. Promotion

12. Promotion


Strategies
to make the
consumer aware of
the existence of a
product
or service
NOT just advertising

14. The promotional message should
Grab
Attention
I
Stimulate nterest
Create
Desire
Promote
Action

15. Place

16. Place

The means by which products and services
get from producer
to consumer and where they can be
accessed by the consumer

The more places to buy the product and the
easier it is made to buy it, the better for the
business (and the consumer?)

18. People

19. People

People represent the business




The image they present can be important
First contact often human – what is the lasting image
they provide to the customer?
Extent of training and knowledge
of the product/service concerned
Do staff represent the desired culture
of the business?

20. People

People represent the business





The image they present can be important
First contact often human – what is the lasting image
they provide to the customer?
Extent of training and knowledge
of the product/service concerned
Mission statement – how relevant?
Do staff represent the desired culture
of the business?

21. People

People represent the business





The image they present can be important
First contact often human – what is the lasting image
they provide to the customer?
Extent of training and knowledge
of the product/service concerned
Mission statement – how relevant?
Do staff represent the desired culture
of the business?

22. Process

23. Process



How do people consume services?
What processes do they have to go through
to acquire the services?
Where do they find the availability
of the service?






Contact
Reminders
Registration
Subscription
Form filling
Degree of technology

24. Physical Environment

25. Physical Environment










The ambience, mood or physical presentation of the environment
Packaging.
Internet/web pages.
Paperwork (such as invoices, tickets,…..).
Brochures.
Furnishings.
Uniforms.
Business cards.
The building itself (such as prestigious offices or scenic
headquarters).
Mailboxes and many others . . . . . .

26. THANK YOU