presentation of 7ps

#75: The 7P’s of Presenting – Part 2

• Post author: Trevor Lee
• Post published: 9 September 2019
• Post category: Podcasts

Purpose, People, Preparation, Planning, PowerPoint, Performance and Practice. These are the components of my 7P’s of presenting model and in this podcast episode I share with you the final three – Powerpoint, Performance and Practice. Here is a brief summary of each of the P’s:

• Purpose – What are you hoping to achieve?
• People – Who are you presenting to and what are their expectations?
• Preparation – All the logistics – Equipment, Time, Venue etc…
• Planning – The structure – Big Start, Key Messages, Rousing Finish
• PowerPoint – Slides, Words, Props, Images, Videos, Templates etc..
• Performance – Delivering your presentation – overcoming nerves, using your voice
• Practice – The key to success! Practice tips and techniques

If you have the chance to do a presentation this autumn don’t waste it in the way most people do. Following the 7P’s formula will ensure that you have every opportunity of delivering an awesome presentation that will achieve your objectives whether they be winning a new customer, motivating and inspiring your colleagues, attracting investment etc…

If you need help with your presentation then please do get in touch via [email protected] or call me on 07785 390717

Download my Presentation Top Tips Guide:

12 Top Presentation Tips

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Mastering the 7Ps of Marketing Mix: A Comprehensive Guide for Modern Marketers

• Posted by: Thamizharasu Gopalsamy
• Category: Marketing

In an evolving marketing landscape, the 7Ps of Marketing Mix remain a cornerstone for creating effective strategies. From product development to pricing, distribution, promotion, people, processes, and physical evidence, this intricate framework encompasses the core elements that define modern marketing. Whether you are a seasoned professional or new to the field, understanding and implementing the 7Ps can be a game-changer for your business. This comprehensive guide will take you through each of the 7Ps, exploring their relevance, evolution, application, and future trends. Buckle up and join us on this enlightening journey through the world of the 7Ps of Marketing Mix !

Table of Contents

7Ps of Marketing Mix Explainer Video

1. Introduction to the 7Ps of Marketing Mix

In today’s highly competitive and rapidly evolving marketplace, understanding the fundamental principles of marketing is vital for any business. One such foundational concept is the 7Ps of Marketing Mix , a strategic tool that encompasses the critical aspects of marketing decisions.

 What are the 7Ps of Marketing Mix?

The 7Ps of Marketing Mix is a business tool used to analyze and strategize marketing decisions. The 7Ps include Product, Price, Place, Promotion, People, Processes, and Physical Evidence. Together, they offer a comprehensive view of the different facets of marketing that businesses need to consider when aiming to meet the needs and wants of their target customers.

 Evolution of the Marketing Mix: From 4Ps to 7Ps

Originally, the concept of the marketing mix was defined by the 4Ps : Product, Price, Place, and Promotion. These four elements formed the cornerstone of marketing strategies for years. However, with the growing complexity of markets and consumer behavior, three additional Ps were introduced to the model: People, Processes, and Physical Evidence. This extension to the 7Ps reflects a more customer-centric approach, acknowledging the essential roles of human interaction, streamlined processes, and tangible evidence in marketing strategies .

 Importance of the 7Ps in Modern Marketing Strategies

The 7Ps of Marketing Mix are not just theoretical concepts but practical tools that provide a structured approach to understanding how different marketing elements interact. Whether it’s aligning the product with customer needs, determining the optimal pricing strategy, deciding on the most effective distribution channels, or crafting compelling promotional messages, the 7Ps offer insights that guide decision-making. Moreover, the addition of People, Processes, and Physical Evidence recognizes the holistic nature of marketing in today’s globalized and digital age, emphasizing the importance of creating meaningful relationships, efficient operations, and credible brand images.

Conclusion of Introduction: Understanding the 7Ps of Marketing Mix is essential for anyone involved in business and marketing, from entrepreneurs and managers to students and professionals. In the following sections, we’ll delve into each of these seven elements, exploring their significance and providing practical insights into how they can be applied to create successful marketing strategies . By embracing the 7Ps framework, businesses can craft strategies that resonate with their audience, stand out in the marketplace, and achieve lasting success.

 2. Product: The First P of the 7Ps of Marketing Mix

The product is the cornerstone of any marketing strategy and the first element in the 7Ps of Marketing Mix . Whether tangible goods or intangible services, the product defines what a business offers to its customers. Let’s delve into the key aspects that make up this vital component:

 Defining the Core Product

The core product goes beyond the physical attributes or features. It’s about identifying the fundamental benefit or solution it provides to the consumer. For example, a smartphone’s core product isn’t just a communication device; it’s a tool for connectivity, entertainment, and productivity. Understanding the core product helps businesses to develop offerings that resonate with customer needs, wants, and expectations, forming the foundation for all other elements in the 7Ps of the Marketing Mix .

 Product Life Cycle Management

Every product goes through various stages from introduction to decline, known as the Product Life Cycle (PLC). The stages include:

1. Introduction: Launching the product into the market.

2. Growth: Increasing sales and gaining market share.

3. Maturity: Sales stabilize as the market becomes saturated.

4. Decline: Sales decrease as the product becomes outdated or competitors take over.

Understanding and managing the PLC is vital for optimizing strategies at each stage, ensuring continued relevance and profitability. PLC management allows businesses to innovate , refresh, or retire products as needed, aligning with market dynamics and customer demands.

 How Product Strategy Aligns with the 7Ps of Marketing Mix

Product strategy isn’t an isolated concept; it’s intrinsically linked to the other Ps in the marketing mix . The following are ways in which product strategy aligns:

  Price : The perceived value of the product helps in setting the right price.

  Place : Choosing distribution channels that align with the product’s target audience.

  Promotion : Crafting messages that highlight the product’s unique benefits and features.

  People, Processes, Physical Evidence: These elements further shape the customer’s perception and experience of the product.

Creating a successful product strategy means considering all these aspects within the framework of the 7Ps of Marketing Mix . It’s about having a holistic view that encompasses not only what the product is but how it fits within the broader market landscape and aligns with the customer’s journey.

Conclusion of Product Section : The product is not merely what a company sells; it represents the value, solution, and experience offered to consumers. Understanding the core product, managing its life cycle, and aligning the product strategy within the 7Ps of Marketing Mix allows businesses to create offerings that not only meet market demands but also build strong brand equity. The importance of the product as the first P emphasizes its central role in defining and driving marketing strategies that resonate with consumers and lead to business success .

 3. Price: Strategizing Within the 7Ps of Marketing Mix

Price represents the monetary value assigned to a product or service, and it’s a critical factor that influences consumer buying decisions. Determining the right price requires a careful balancing act, taking into account various internal and external factors. In this section, we will explore pricing strategies and models, the importance of price within the marketing mix , and the role of competitor pricing analysis in the 7Ps of the Marketing Mix .

 Pricing Strategies and Models

Setting the right price involves employing specific strategies and models to ensure alignment with the product’s value, market demand, and overall business objectives. Some common pricing strategies include:

  CostPlus Pricing: Calculating the price by adding a markup to the cost of production.

  ValueBased Pricing: Pricing based on the perceived value to the customer.

  Penetration Pricing : Setting a low initial price to gain market share quickly.

  Skimming Pricing: Introducing a product at a high price and lowering it over time.

 Psychological Pricing: Setting prices to influence customer perception, e.g., $9.99 instead of $10.00.

Each strategy serves different objectives and is suitable for various market conditions. Understanding these models helps in making informed decisions tailored to specific products and target audiences within the 7Ps of the Marketing Mix .

 The Importance of Price in the Marketing Mix

Price isn’t merely a tag; it’s a powerful tool that communicates value, positioning, and brand identity. It influences customer perceptions, market positioning, and profitability. A well-thought-out pricing strategy:

  Reflects Brand Image: Premium pricing can establish a high-end image, while competitive pricing may appeal to price-sensitive customers.

  Drives Sales and Profit: Price affects demand, influencing both sales volume and profit margins.

  Influences Consumer Behavior: Price can attract, deter, or guide customers towards specific products or services.

The integration of price within the 7Ps of Marketing Mix underscores its vital role in shaping business success and customer relationships .

 Competitor Pricing Analysis in the 7Ps of Marketing Mix

Understanding the pricing landscape requires a thorough analysis of competitor pricing strategies. This involves:

  Benchmarking: Comparing your prices with key competitors to identify gaps or opportunities.

  Monitoring Trends: Tracking competitor price changes and promotions to stay ahead or respond strategically.

 Identifying Competitive Advantages: Leveraging unique features or benefits that justify different pricing from competitors.

Competitor pricing analysis provides valuable insights into market dynamics, enabling businesses to position themselves effectively and make data-driven pricing decisions within the 7Ps framework.

Conclusion of Price Section: Price is more than a monetary figure; it’s a strategic lever within the 7Ps of Marketing Mix that influences consumer choices, competitive positioning, and overall business success. From choosing the right pricing strategy to understanding competitors’ pricing, businesses must approach pricing with precision, creativity, and adaptability. By aligning pricing strategies with the broader marketing mix , companies can create coherent and compelling offerings that resonate with consumers and drive sustained growth.

 4. Place: Distribution and the 7Ps of Marketing Mix

Place within the 7Ps of Marketing Mix refers to the distribution channels that make a product or service accessible to the target market. It encompasses not only the physical locations but also the virtual spaces where customers can engage with and purchase products. In this section, we will explore channel distribution strategies, the impact of e-commerce , and how global distribution fits within the 7Ps framework.

 Channel Distribution Strategies

Channel distribution strategies define the pathways through which products reach consumers. These channels can be categorized as:

  Direct Distribution: Selling directly to consumers, e.g., through a company website.

  Indirect Distribution: Utilizing intermediaries like wholesalers, retailers, or agents.

  MultiChannel Distribution: Combining several channels to maximize reach and convenience.

Selecting the right distribution channel involves understanding the product, target audience, and market dynamics. It’s about creating an efficient, seamless pathway that aligns with customer preferences and the overall goals of the 7Ps of the Marketing Mix .

 E-commerce and the Role of Place in the 7Ps of Marketing Mix

The rise of e-commerce has transformed the concept of Place within the marketing mix . It has made products accessible to a global audience, allowing businesses to:

  Expand Reach: Reach customers across geographic boundaries.

 Enhance Convenience: Provide 24/7 accessibility and ease of purchase.

  Personalize Experience : Utilize data to tailor offerings and enhance customer satisfaction.

E-commerce has become an integral aspect of modern distribution strategies, reshaping how businesses consider and implement Place within the 7Ps of Marketing Mix .

 Global Distribution and the 7Ps Framework

With globalization, businesses have the opportunity to explore international markets and expand their footprint. Global distribution requires understanding:

  Local Regulations and Customs: Ensuring compliance with various legal and cultural norms.

  Supply Chain Management: Managing a complex, international network of suppliers, transporters, and retailers.

  Market Adaptation: Tailoring offerings to meet diverse consumer needs and preferences across different regions.

Global distribution presents both opportunities and challenges, requiring a thoughtful strategy that aligns with the broader goals and principles of the 7Ps of Marketing Mix .

Conclusion of Place Section: The concept of Place within the 7Ps of Marketing Mix is a multifaceted and dynamic aspect that goes beyond merely choosing a physical location. It involves a strategic approach to distribution channels, the innovative impact of e-commerce , and the complexities of global distribution. The choice of where and how to make products available is instrumental in shaping customer experiences, building brand visibility, and driving business success. By integrating the strategies related to Place within the 7Ps framework, businesses can create a distribution network that is efficient, responsive, and aligned with the everchanging market landscape.

 5. Promotion: The Art of Communicating in the 7Ps of Marketing Mix

Promotion is all about communicating the right message to the right audience at the right time. Within the 7Ps of Marketing Mix , promotion encompasses various techniques and channels used to inform, persuade, and remind customers about a product or service. In this section, we will explore the dichotomy between traditional and digital promotion techniques, the integration of marketing communication within the 7Ps framework, and real-world case studies that highlight successful promotion strategies.

 Traditional vs. Digital Promotion Techniques

Promotion techniques have evolved from traditional media such as television, radio, and print to include digital platforms like social media, email, and content marketing . Here’s how they compare:

  Traditional Promotion: Often broad-reaching, offering mass exposure but less targeted personalization.

  Digital Promotion: Offers specific targeting, personalization, and real-time engagement, often at a lower cost.

The blend of traditional and digital promotion techniques must be thoughtfully crafted to align with the brand’s goals, target audience, and overall strategy within the 7Ps of the Marketing Mix .

 Integrated Marketing Communication (IMC) within the 7Ps of Marketing Mix

Integrated Marketing Communication (IMC) is the coordinated use of various promotional tools to create a consistent and unified message across all channels. It involves:

  Message Consistency: Ensuring that all communication, whether print ads or social media posts, conveys the same core message.

  Channel Synergy: Utilizing different channels to complement and reinforce each other.

  CustomerCentric Approach: Focusing on delivering value and building relationships with customers.

IMC is vital in today’s fragmented media landscape and plays a central role in shaping promotion within the 7Ps of the Marketing Mix .

 Case Studies: Successful Promotion Strategies and the 7Ps of Marketing Mix

Examining real-world cases provides valuable insights into the effective application of promotion strategies. A couple of examples include:

  Coca-Cola’s Share a Coke Campaign: A blend of personalization and social engagement, encouraging consumers to find bottles with their names and share them online.

  Nike’s Just Do It Campaign: A unifying message that resonates across demographics, promoting empowerment and determination.

These examples highlight how creativity, understanding of the audience, and integration across channels can lead to impactful promotion within the context of the 7Ps of the Marketing Mix .

Conclusion of Promotion Section: Promotion, within the 7Ps of Marketing Mix , is not merely about advertising a product or service; it’s an art that requires strategic thinking, creativity, and cohesion across various channels. From balancing traditional and digital techniques to embracing integrated marketing communication , effective promotion is a dynamic and multifaceted task. By examining successful case studies and understanding the nuances of promotion, businesses can craft strategies that resonate with their audience, build brand loyalty , and drive growth within the framework of the 7Ps of Marketing Mix .

 6. People: Human Element in the 7Ps of Marketing Mix

In the world of marketing, People refers to both the target audience that a business aims to serve and the individuals within the organization who interact with the customers. The human element is pivotal in creating meaningful connections, building brand loyalty , and driving business success. In this section, we will explore understanding the target audience and buyer personas, the importance of employee training and development within the 7Ps framework, and the art of building customer relationships through the 7Ps of Marketing Mix .

 Understanding Target Audience and Buyer Personas

Knowing your audience is the cornerstone of effective marketing. Key aspects to consider include:

  Demographics: Age, gender, income, education, etc.

  Psychographics: Interests, values, behaviors, and lifestyles.

  Buyer Personas: Creating fictionalized characters that represent different segments of your audience to guide marketing strategies .

Understanding these elements helps in tailoring the marketing mix to resonate with the audience and enhance engagement within the context of the 7Ps of the Marketing Mix .

 Employee Training and Development within the 7Ps Framework

Employees are the face of the brand. Their interactions with customers can make or break relationships. As such, employee training and development are crucial, focusing on:

  Product Knowledge: Ensuring employees understand the products or services they’re representing.

  Customer Service Skills: Teaching empathy, communication, and problemsolving to enhance customer interactions.

  Brand Alignment: Training employees to embody the brand’s values and message.

Investing in employees through ongoing training and development aligns with the humancentric approach of the 7Ps of the Marketing Mix .

 Building Customer Relationships Through the 7Ps of Marketing Mix

People are at the heart of any business, and building strong relationships with customers is essential. This includes:

  Personalization: Tailoring interactions and offerings to individual needs and preferences.

  Communication: Maintaining open and honest dialogues with customers.

  Loyalty Programs: Creating incentives that reward repeat business and foster loyalty.

These strategies humanize the brand, foster trust, and promote long-term engagement within the framework of the 7Ps of the Marketing Mix .

Conclusion of People Section : The People aspect of the 7Ps of Marketing Mix is a reminder that at the core of all marketing endeavors are human connections. From understanding the target audience to empowering employees and building customer relationships , the human element permeates every aspect of marketing. By prioritizing people, businesses can create more meaningful interactions, foster loyalty, and drive growth. The strategies and insights within this section emphasize that the 7Ps of Marketing Mix are not merely about products, prices, or promotions; it’s about creating a human-centered approach that resonates with the hearts and minds of both customers and employees.

 7. Processes: Streamlining the 7Ps of Marketing Mix

Processes in the context of the 7Ps of Marketing Mix refer to the series of actions, methods, and procedures that a business employs to deliver its products or services to customers. Well-designed processes enhance efficiency, consistency, and customer satisfaction, while poor processes can lead to confusion and dissatisfaction. This section will delve into process optimization for an enhanced customer experience, the role of technology and automation, and the significance of quality control within the 7Ps framework.

 Process Optimization for Enhanced Customer Experience

Optimizing processes is about creating a seamless, effective customer journey. Key considerations include:

  Customer Journey Mapping : Understanding and visualizing the steps customers take from awareness to purchase.

  Eliminating Roadblocks : Identifying and removing obstacles that can hinder customer satisfaction.

 Streamlining Transactions: Making purchasing and support processes as smooth and straightforward as possible.

By focusing on the customer’s needs and expectations, process optimization contributes to positive experiences within the 7Ps of the Marketing Mix .

 Technology and Process Automation in the 7Ps of Marketing Mix

Technology plays a vital role in modernizing and enhancing processes. It includes:

  Automation : Utilizing software to automate repetitive tasks, freeing up human resources for more value-added activities.

 Integration: Linking different systems to ensure seamless data flow and communication.

  Analytics: Leveraging data to gain insights and make informed decisions.

Through technology and automation, businesses can increase efficiency, accuracy, and responsiveness, aligning with the goals of the 7Ps of the Mthe Marketing Mix .

 Quality Control and the Role of Processes in the Marketing Mix

Quality control ensures that products and services meet specific standards and customer expectations. In the context of processes, this means:

  Setting Standards: Defining what quality means for your products, services, and customer interactions.

  Monitoring Compliance: Regularly check that processes are followed and meet the established standards.

  Continuous Improvement : Using feedback and data to make ongoing improvements.

Quality control strengthens brand reputation and trust, reinforcing the effectiveness of processes within the 7Ps of Marketing Mix .

Conclusion of Processes Section: Processes might seem like a behind-the-scenes aspect of marketing, but they are pivotal in shaping the customer experience, ensuring quality, and driving business efficiency. From optimizing customer journeys to leveraging technology and maintaining quality standards, effective processes are an essential component of the 7Ps of Marketing Mix . This section has explored various facets of processes, providing insights and strategies to help businesses streamline operations, enhance customer satisfaction, and build a robust framework that aligns with the modern marketing landscape.

 8. Physical Evidence: The Tangible Aspect of the 7Ps of Marketing Mix

Physical Evidence refers to the tangible elements that customers experience in the process of evaluating, purchasing, and using a product or service. It plays a crucial role, especially in service marketing where the product cannot be seen or touched before purchase. In this section, we will explore the facets of branding, packaging, and design, the importance of physical evidence in service marketing , and real-world examples that illustrate the practical application of physical evidence within the 7Ps of Marketing Mix .

 Branding, Packaging, and Design

Physical evidence is often the first tangible interaction a customer has with a brand. Key elements include:

  Branding: Logos, colors, and overall design that represent the brand’s identity.

  Packaging: The design and functionality of the product’s packaging, which communicates quality and appeals to aesthetics.

  Retail Environment: The layout, design, and ambiance of physical stores.

These aspects create a cohesive and appealing presentation that resonates with the brand’s values and the 7Ps of the Marketing Mix .

 The Importance of Physical Evidence in Service Marketing

In service marketing , physical evidence becomes vital as the service itself is intangible. The components to consider are:

  Physical Environment: The appearance of the place where the service is provided.

  Marketing Collaterals: Brochures, business cards, and other tangible materials that support the service offering.

  Online Presence: The design and functionality of websites and apps.

These elements provide tangible proof of quality and consistency, reassuring customers and enhancing credibility within the 7Ps of the Marketing Mix .

 RealWorld Examples of Physical Evidence in the 7Ps of Marketing Mix

Examining real-world examples can provide insights into how physical evidence can be effectively utilized:

  Apple Stores: The sleek design, layout, and product display reflect Apple’s brand ethos of innovation and quality.

 Starbucks: Consistent branding, store design, and even the appearance of coffee cups contribute to a unified customer experience across the globe.

These examples demonstrate how physical evidence, from branding to in-store experiences, creates tangible connections with customers within the 7Ps framework.

Conclusion of Physical Evidence Section: Physical evidence, while often overlooked, is a powerful aspect of the marketing mix . It brings the intangible elements of branding, product value, and customer promise to life, providing concrete cues that shape perceptions and drive purchasing decisions. From thoughtful branding and packaging to the strategic use of physical spaces, physical evidence plays a vital role in creating a consistent, trustworthy image that aligns with the broader 7Ps of Marketing Mix . This section underscores the importance of the tangible in a digital age, offering strategies, insights, and examples that can inspire and guide businesses in creating compelling physical touchpoints that resonate with their audience.

 9. The Future of the 7Ps of Marketing Mix

The marketing landscape is dynamic and everchanging, driven by technological advancements, shifts in consumer behavior, and global trends. The 7Ps of Marketing Mix , though well established, must evolve to remain relevant and effective. This final section will explore emerging trends in the 7Ps, how the model adapts to changing market conditions, and what innovations and predictions might shape the future of the 7Ps of Marketing Mix .

 Emerging Trends in the 7Ps of Marketing Mix

New trends are continually shaping the future of the 7Ps. Some of the prominent ones include:

  Sustainability and Ethical Considerations: Customers are increasingly concerned about the environmental and social impact of their purchases, influencing all aspects of the marketing mix .

  Personalization and AIdriven Marketing : Technology enables more customized and predictive marketing, reshaping product offers, pricing strategies, and promotions.

  Omnichannel Experience: The integration of online and offline channels ensures a seamless customer experience, impacting place and process.

These trends are not only transforming individual aspects of the 7Ps but are redefining the entire marketing mix .

 How the 7Ps Model Adapts to Changing Market Conditions

The 7Ps of Marketing Mix is a flexible framework that adapts to market shifts:

  Agility and Responsiveness: Constant monitoring and analysis allow for quick adaptation to changing customer needs and competitive landscapes.

  Integration of New Technologies: The incorporation of emerging technologies keeps the marketing mix contemporary and effective.

  Globalization and Cultural Sensitivity: The 7Ps must adapt to diverse markets and cultural nuances, reflecting a more interconnected world.

These adaptations ensure that the 7Ps of Marketing Mix continue to be a robust and responsive tool for modern marketers.

 Innovations and Predictions for the 7Ps of Marketing Mix

Looking ahead, several innovations and predictions might further shape the 7Ps:

  Virtual and Augmented Reality (VR/AR) : Creating immersive product experiences, especially in the physical evidence and promotion aspects.

  Blockchain in Supply Chain Management: Impacting the place and process by enhancing transparency and efficiency.

  Emphasis on Emotional Connections: Focusing on people and understanding the emotional drivers behind purchasing decisions.

These innovations are likely to propel the 7Ps of Marketing Mix into new dimensions of marketing strategy and execution.

Conclusion of The Future Section: The 7Ps of Marketing Mix , while a foundational concept, is not static. It thrives on adaptation, innovation, and foresight. This section has explored the future of the 7Ps, shedding light on emerging trends, adaptations, and potential innovations that will shape the marketing landscape. As the world continues to evolve, so too will the 7Ps, providing a dynamic and flexible framework that resonates with the modern consumer and the ever-changing business environment. By understanding and embracing these future directions, marketers and businesses can position themselves at the forefront of their industries, leveraging the timeless wisdom of the 7Ps of the Marketing Mix to create strategies that are both relevant and revolutionary.

 10. Conclusion: Summarizing the 7Ps of Marketing Mix

The journey through the 7Ps of Marketing Mix has been a comprehensive exploration of a concept that stands at the core of modern marketing. As we conclude, it’s time to reflect on the key takeaways, understand how to implement the 7Ps in business strategy , and gather final thoughts on this all-encompassing view of marketing.

 Key Takeaways from the 7Ps of Marketing Mix

  Product: The foundation of the offer, encompassing quality, features, and design.

  Price: Strategically set to reflect value, positioning, and market demands.

  Place: Ensures availability through effective distribution channels.

  Promotion: Communicates and persuades through varied techniques.

  People: Emphasizes the human elements of customer interaction and internal development.

  Processes: Streamlines and enhances the entire customer experience.

  Physical Evidence: The tangible manifestation of the brand’s promise.

These seven components, working in unison, create a harmonious and effective marketing mix .

 Implementing the 7Ps in Your Business Strategy

To bring the 7Ps to life in your business:

  Assessment: Analyze your current marketing mix , identifying strengths and weaknesses.

  Alignment: Ensure that each of the 7Ps aligns with your brand’s mission, vision, and goals.

  Integration: Seamlessly weave the 7Ps into your marketing strategy , reflecting the synergy they offer.

 Monitoring and Adaptation: Regularly review and adapt the 7Ps to stay aligned with market changes.

The 7Ps can be a dynamic tool that molds itself to the unique needs and objectives of your business.

 Final Thoughts on the Comprehensive View of the 7Ps of Marketing Mix

The 7Ps of Marketing Mix is not merely a theoretical model but a practical guide that touches every aspect of marketing. It emphasizes the importance of balance, integration, and adaptability. It acknowledges the nuances of modern marketing, from customer experience to digital transformation, ethical considerations, and future trends.

The power of the 7Ps lies in its ability to provide a holistic perspective that can be tailored to different industries , markets, and businesses. It captures the complexity and the artistry of marketing in a way that is timeless yet forward-thinking, strategic yet responsive.

Final Conclusion: The 7Ps of Marketing Mix represent a foundational principle that continues to guide and inspire marketers across the globe. As we’ve explored its depths, it becomes clear that its relevance and efficacy are undiminished by time or technological advancement. It stands as a testament to the intricate and interwoven nature of marketing, a beacon for those seeking to create meaningful connections, drive growth, and forge a path that resonates with the ever-evolving world of consumers and markets. Embracing and mastering the 7Ps of Marketing Mix opens doors to endless possibilities and success in the dynamic field of marketing.

 Conclusion:

The 7Ps of Marketing Mix represent a foundational principle that continues to guide and inspire marketers across the globe. As we’ve explored its depths, it becomes clear that its relevance and efficacy are undiminished by time or technological advancement. It stands as a testament to the intricate and interwoven nature of marketing, a beacon for those seeking to create meaningful connections, drive growth, and forge a path that resonates with the ever-evolving world of consumers and markets. Embracing and mastering the 7Ps of Marketing Mix opens doors to endless possibilities and success in the dynamic field of marketing.

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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 & The 7 P’s 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.

What is a marketing mix?

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:

1. Product (or Service)

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.

Marketing mix FAQs

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.

Take your business to the next level

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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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.

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.

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Processes was originally added for service industries, but there is increasing recognition that processes also affect customer experience in product companies.

What’s more, it is very clear that customer experience shapes customer satisfaction.

The experience starts from the first point of contact, and goes on until after the sale, including after-sales service. The process of handling customers at first contact, during sales and beyond, is therefore crucial to overall customer satisfaction. This might include:

• The website, and how the pages load;
• The ordering process: one-click or not, how the customer can pay and so on;
• The information provided to customers after purchase, including about any delays in delivery;
• The delivery time and method, and the way that the person delivering the product behaves; and
• The helpfulness of staff if the customer has to telephone or message for any reason.

Considering the process from end-to-end and from the customer’s perspective can help to avoid problems later on.

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 Marketing Mix PowerPoint Template

The  7Ps Marketing Mix PowerPoint Template  is a comprehensive template to present the components of marketing environmental analysis. A marketing mix is the marketing profile of any business that includes the primary factors necessary for the appropriate positioning of the company. In other words, 7P’s provide a framework to develop a practical marketing schema for satisfying customer needs and generating sales to increase the overall profit. So, business and marketing professionals can use this simple layout to present their company’s 7Ps before launching effectively.

The 7Ps Marketing Mix template has two different layouts. These layouts represent the 7Ps: Product, Price, Place, Promotion, Process, People, and Physical evidence. Each component of this market mix(the Ps) is denoted with appropriate graphic icons, e.g., price tag symbol for Price, package box icon for the product, etc.

The first layout of this template displays the 7Ps arranged in tabulated form. The seven columns represent the Ps, and the corresponding rows carry placeholder text. Users can add customized descriptions in these editable text boxes. The second layout is a 7-Segment circular process diagram. This model shows the representative graphic icons arranged in small circles around the central shape, which mentions the heading, i.e., 7Ps. There is a separate slide with a title, text boxes, and graphic icons for every marketing mix component. Presenters can edit these slides to present their specific idea.

The  7Ps Marketing Mix PowerPoint Template  can help companies show a roadmap on how the company will establish its proper position in the market and customers’ minds. Business professionals can thus define their product, pricing, selling location, promotion & offers, physical evidence, workforce, and processing techniques using this ready-to-use PPT template. The 7Ps PPT Template is 100% editable using PowerPoint, Google Slides, and Keynote. Presenters can change the font styles, transition effects, and color scheme of the slides. So, download this PowerPoint Template and prepare an engaging marketing presentation.

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7Ps of Marketing Mix: Explained well with examples

Learn everything about the 7Ps of Marketing mix, Understand why this concept is still relevant today and will be relevant for the foreseeable future. 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 are a part of the concept called the ‘marketing mix’. The term ‘marketing mix’ sounds a little confusing, but in essence, it is a foundation model for businesses. More easily explained, it is the operational part of a marketing plan- the nuts and bolts of it.

Funfact, there are actually 9Ps of Marketing: The above 7+2 viz. Packaging and Payments. But the 7Ps are popular given their wide and timeless application in the World of Marketing. Anyway, let’s just straight in the post.

The 7Ps of Marketing: With Examples

We can understand this with the example of a rainbow. The 7 colours of a rainbow and the 7Ps in a marketing mix bear a resemblance. Just as not all rainbows have the same the composition of the VIBGYOR colours, the same way every marketing plan is unique and contains varying amounts of the 7Ps of the marketing mix. The components are explained in the following points

One very important aspect of any product/success being a success in the market is the price at which it is marketed. The first colour of the marketing mix rainbow is one of the determining factors of what the people will see. Marketers tread very carefully while setting a price that is a win-win situation for both the company as well as the consumers.

There are several pricing models. One of the most famous ones is Competitive Pricing Strategy as is used by Coca-Cola. Coca-Cola’s main aim is to penetrate the markets and achieve the highest market share without compromising on its customer base and product positioning. Thus, the company charges its consumers what its competitor Pepsi is charging. It’s a simple, yet highly competitive strategy as the name suggests.

It is the channel through which your company’s goods/services get moved from the manufacturer to the consumer. Your good/service will need to be brought into the market through a mechanism, and ‘place’ is exactly that- a way for your offering to be seen by the correct audience. An example of this element of the marketing mix can be the numerous branches of McDonald’s all over the world. Almost every country in the world either has a McDonald’s franchisee, or knows of it. And each country has its unique menu, with the standard guarantee of tasty food, served fast, at low prices.

The Product

This is the P that starts it all. The need for this P to be known, positioned, and showcased gets the marketers working hard at strategies. ‘Product’ is the offering that your company has for the market whether it is a tangible good or intangible good (services). The product development has various stages, and it is instrumental in being the deciding factor in many strategies. Various aspects of a product like the product life cycle, the type of need it services, and its positioning come into play with this P.

We can consider the example of Starbucks here, which was solely established to make good quality coffee and coffee beverages accessible to people. Starbucks’ approach to marketing is very focused on its product and the quality of the product provided to its customers.

The Promotion

Directly speaking, the mainstream meaning of the word ‘Promotion’ also applies here. The essence of promotion lies in the activities that a marketer does in order to showcase the product in the market in the right sense. Promotional activities involve multi-channel, multi-level marketing communications in the technical sense. In a more simplistic sense, these activities are the communications that the companies indulge in like advertising, direct calling, using social media channels, as well as print media. There are many instances of how promotional activities have set a product apart from its competitors in the industry. One such is the launch of Sony Xperia Z3 Dual in 2014 as an underwater pop-up store.

The Physical Evidence

Physical evidence is a part of the product. If your product is a tangible offering, then all of its material cues (packaging, business cards, brochures, company branding) will be taken notice of, by the consumers. However, these tangible cues are also attached to a product that is intangible. The example can be, every time you encounter a FedEx delivery vehicle, you’ll immediately recognize it because of its purple and orange color scheme. That’s how they’re set apart from all the other delivery companies.

All the people involved in the making, distributing, and selling of your company’s product are also essential. Mostly, services (intangible offerings) have marketing mixes which are focused on the people presenting the product. The employees you have in the store, the delivery personnels, the sales executives, all of it and more leave a lasting impression on the people. Hotels like Taj, Hyatt, JW Marriott are known for the people that work there to serve the consumers. These brands have established themselves and built loyal customer bases due to the kind of people they employ.

The Process

Process involves all the ways the company and its customers can engage in order to facilitate the product to reach the consumer. It’s a map of how the company and its offerings are accessible to the market. It isn’t just a means to an end, but a roadmap of the company’s operations.

Here again, we can consider Starbucks as it has so many different ways in which the company operates- joint ventures, retail store licensing operations, food service accounts, depending on which country they’re operating in. They have an interactive website in order to collect customer feedback and suggestions, which also tells people how accessible the company is for the consumers.

Now, rounding up these 7 colors of the rainbow. We see that all these aspects ring in something essential for the business to gain competitive advantage. Though every product, every industry will have a unique marketing mix, the underlying structure will always be based on these 7 elements.

The 9Ps of Marketing you say?

Well yes, in the recent times, there appears to have introduced 2 more Ps vs earlier mix, now making the concept 9Ps of Marketing mix. We’ll keep this one short given you’ve gotten the gist. The 8th P is Packaging. Why? Given how connected the packaging has become to a customers journey, we cannot really let this one go, can we? Take the example of Paper Boat, the reason it connects so well is because of the simple packaging.

The 9th P of Marketing is Payments, it talks about the initiatives that companies can undertake in order to make your payment procedure a little more simple. That is introduce one click payment, EMI options, etc.

Anyway, that is all.

And well, the Author

No, this isn’t the 10th P of marketing. However, we believe, given the world has evolved today, there must exist a new P, a new dimension of Marketing. Something around Data Analytics, maybe, Programming? eh?

Anyway, the piece was written by Mahek Mirchandani , a co-author at Casereads. We’ve uploaded 10+ MBA starter concepts to kick start your MBA journey, directly click here .

Before you go, if you liked this piece, and if you have a friend starting their MBA; Why not be a good friend and share this with them on WhatsApp ?

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Understanding the 7Ps of Marketing

In today’s competitive business landscape, effective marketing is essential for the success of any organization. To create a comprehensive marketing strategy, it is crucial to understand the 7Ps of marketing, a framework that helps businesses analyze and optimize various aspects of their marketing mix. This article will provide an in-depth exploration of the 7Ps, examining their evolution, significance, and practical applications across different industries and marketing channels.

Introduction to the 7Ps of Marketing

The 7Ps of marketing, also known as the marketing mix, is a concept that has been used by marketers for decades to identify and optimize the key elements of a successful marketing strategy. Originally introduced by E. Jerome McCarthy in the 1960s, the 4Ps of marketing – product, price, place, and promotion – were the core components of the mix. Over time, three additional elements – people, process, and physical evidence – were added to create the 7Ps framework we know today.

The Evolution of the Marketing Mix

The concept of the marketing mix has evolved over the years in response to changes in consumer behavior, technology advancements, and the increasing complexity of the business environment. In the past, marketing mainly revolved around product features and promotional activities. However, with the emergence of service-based industries and the rising importance of customer experience, the marketing mix expanded to include elements that catered to these new dynamics.

For instance, the addition of “people” recognizes the significance of human interactions in marketing. It emphasizes the role of employees, customer service representatives, and other personnel who directly engage with customers. By focusing on the quality of these interactions, businesses can enhance customer satisfaction and build stronger relationships.

Similarly, the inclusion of “process” acknowledges the importance of streamlined and efficient processes within an organization. This element highlights the need for businesses to have well-defined procedures and workflows that deliver value to customers consistently. By optimizing processes, companies can improve customer experiences and increase operational efficiency.

Lastly, the incorporation of “physical evidence” recognizes the significance of tangible proof of service in shaping customer perceptions. This element refers to the physical environment in which a service is delivered and encompasses factors such as facilities, equipment, and even packaging. By creating a visually appealing and professional environment, businesses can instill confidence in customers and differentiate themselves from competitors.

Why the 7Ps Matter in Today’s Business Landscape

In today’s hyperconnected world, businesses face fierce competition and rapidly evolving customer expectations. To stand out from the crowd and deliver value to customers, an effective marketing strategy is crucial. The 7Ps framework provides a holistic approach to marketing, ensuring that all aspects of the marketing mix are strategically aligned to meet customer needs and achieve business objectives.

By comprehensively addressing each of the 7Ps, businesses can create a cohesive and impactful marketing strategy that resonates with their target audience, maximizes profitability, and cultivates long-term customer relationships.

For example, when it comes to “product,” businesses must not only focus on the core features and benefits but also consider factors such as packaging, branding, and product design. These elements contribute to the overall perception of the product and can influence customer purchasing decisions.

Regarding “price,” businesses need to carefully analyze market trends, competitive pricing, and customer willingness to pay. By setting the right price, companies can strike a balance between profitability and customer value, ensuring that their offerings are both attractive and financially viable.

The element of “place” refers to the distribution channels and methods used to make products or services available to customers. Businesses must consider factors such as convenience, accessibility, and the integration of online and offline channels to ensure that their offerings reach the target audience effectively.

When it comes to “promotion,” businesses need to develop compelling marketing campaigns that effectively communicate the value proposition of their products or services. This includes leveraging various channels such as social media, advertising, public relations, and content marketing to reach and engage with the target audience.

Furthermore, the inclusion of “people” in the marketing mix highlights the importance of hiring and training employees who align with the brand values and can deliver exceptional customer experiences. By investing in employee development and empowerment, businesses can create a customer-centric culture that drives customer satisfaction and loyalty.

Regarding “process,” businesses should focus on continuously improving operational efficiency, reducing customer wait times, and ensuring a seamless customer journey. By mapping and optimizing processes, companies can eliminate bottlenecks, improve service delivery, and enhance overall customer satisfaction.

Lastly, “physical evidence” plays a crucial role in shaping customer perceptions. Businesses need to pay attention to the physical environment in which their products or services are delivered. This includes factors such as store layout, cleanliness, product displays, and even the design of digital interfaces. By creating a positive and visually appealing environment, businesses can enhance the overall customer experience and build trust.

Detailed Breakdown of the 7Ps

Product: the core of your offering.

The first P in the marketing mix is product. This refers to the goods or services a company offers to its customers. When developing a product, it is essential to understand the target market’s needs and preferences, and then design and position the product to meet those requirements. This includes considerations such as product features, quality, branding, and packaging.

Moreover, product development should not be a one-time effort. Continuous innovation and improvement are critical to maintaining a competitive advantage in the market. By keeping up with evolving customer demands and staying ahead of the competition, businesses can sustain growth and meet customer expectations.

For example, let’s consider a company that specializes in producing organic skincare products. They conduct extensive market research to understand the growing consumer preference for natural and sustainable beauty solutions. Based on this insight, they develop a range of organic skincare products that are free from harmful chemicals and packaged in eco-friendly materials. By aligning their product with the target market’s values and needs, they are able to attract environmentally conscious customers and differentiate themselves in the market.

Price: Determining Value

The second P in the marketing mix is price. Price is the amount customers are willing to pay for a product or service. It is crucial to find the right pricing strategy that aligns with the value perceived by customers while considering factors such as production costs, competition, and market demand.

Setting prices too high may deter customers, while pricing too low may lead to reduced profitability. Therefore, businesses must conduct thorough market research, understand their target audience, and strategically price their offerings to attract customers and achieve their financial objectives.

For instance, a luxury fashion brand carefully considers the perceived value of their products and the target market’s willingness to pay. They position themselves as a high-end brand by using premium materials, exquisite craftsmanship, and unique designs. This allows them to justify higher prices and cater to customers who value exclusivity and luxury.

Place: The Importance of Distribution Channels

The third P in the marketing mix is place, which refers to the channels and methods through which products are made available to customers. Determining the right distribution channels ensures that products reach the target market efficiently and conveniently.

With the advent of e-commerce and the increasing popularity of online shopping, businesses must carefully consider their distribution strategy to leverage both digital and physical channels. By selecting and managing the right distribution partners, businesses can improve accessibility, enhance customer experience, and optimize sales opportunities.

For example, a global electronics company ensures that its products are available through various distribution channels, including their own online store, authorized retailers, and partnerships with e-commerce platforms . This multi-channel approach allows them to reach customers worldwide, provide convenient purchasing options, and offer localized support.

Promotion: Strategies for Visibility

Another crucial element of the marketing mix is promotion. Promotion involves all the activities businesses undertake to communicate and promote their products or services to their target audience. Effective promotion strategies ensure that customers are aware of a company’s offerings and perceive them favorably.

With the proliferation of digital platforms and social media, businesses have access to various promotional channels to reach their target customers. Promotional activities may include advertising, public relations, sales promotions, and direct marketing. By selecting the most relevant and impactful promotional methods, businesses can effectively engage with their audience, increase brand visibility, and drive sales.

For instance, a restaurant uses a combination of traditional advertising methods, such as billboards and print ads, along with digital marketing tactics like social media campaigns and influencer partnerships. They also offer special promotions and discounts to attract new customers and encourage repeat visits. By utilizing a mix of promotional strategies, they are able to create buzz, generate interest, and build a loyal customer base.

People: The Role of Human Interaction

The fifth P in the marketing mix emphasizes the importance of people. People refer to the individuals involved in the delivery of a product or service, including employees, sales representatives, and customer service personnel. The interactions between these individuals and customers play a vital role in shaping customer experiences and perceptions of a brand.

Training and equipping employees with the right skills and knowledge are essential to ensure positive customer experiences. By focusing on delivering excellent customer service and fostering strong relationships with customers, businesses can differentiate themselves from competitors and build customer loyalty.

For example, a luxury hotel invests heavily in training their staff to provide personalized and exceptional service to guests. They ensure that every employee understands the brand’s values and is equipped to anticipate and fulfill guest needs. By delivering memorable experiences and building genuine connections with guests, the hotel creates a loyal customer base and earns a reputation for unparalleled hospitality.

Process: Streamlining Customer Experience

The next P in the marketing mix is process. Process refers to the procedures and systems implemented to deliver products or services to customers. A smooth and efficient process enhances customer satisfaction and helps businesses stand out in a competitive market.

Businesses should continuously evaluate and refine their processes to remove bottlenecks, reduce waiting times, and improve overall customer experience. By streamlining processes, businesses can enhance operational efficiency, reduce costs, and ensure optimal customer satisfaction.

For instance, an online grocery delivery service focuses on optimizing their order fulfillment process. They invest in advanced logistics technology to efficiently manage inventory, minimize delivery times, and ensure accurate order fulfillment. By providing a seamless and hassle-free shopping experience, they gain a competitive edge in the market and earn customer loyalty.

Physical Evidence: The Tangible Proof of Service

The final P in the marketing mix is physical evidence. Physical evidence refers to the tangible elements that customers encounter when interacting with a company, such as facilities, packaging, website design, or promotional materials.

Physical evidence plays a crucial role in establishing trust, credibility, and perceptions of quality. By investing in high-quality physical evidence, businesses can enhance their brand image, differentiate themselves from competitors, and generate positive customer perceptions.

For example, a high-end spa ensures that their facilities are designed to create a luxurious and relaxing ambiance. They use premium materials, soft lighting, and soothing music to provide a sensory experience that aligns with their brand promise of indulgence and rejuvenation. By paying attention to physical evidence, they create a memorable and immersive spa experience that keeps customers coming back.

The Interplay of the 7Ps in Marketing Strategy

Balancing the 7ps for optimal results.

While each of the 7Ps is important on its own, it is crucial to understand the interplay between them for optimal results. A well-balanced marketing mix takes into account the unique characteristics of the business, target market, and industry.

For example, a high-end luxury brand may prioritize exclusivity and high-quality physical evidence to convey value and premium positioning. On the other hand, a budget-friendly retail chain might focus more on competitive pricing and a wide distribution network to attract price-sensitive customers.

By carefully balancing the 7Ps, businesses can create a marketing strategy that aligns with their objectives, resonates with their target audience, and creates a competitive advantage in the market.

Real-world Examples of the 7Ps in Action

Many successful companies have effectively implemented the 7Ps of marketing to gain a competitive edge in their respective industries. One notable example is Apple Inc., renowned for its innovative product design, premium pricing, and sleek physical evidence. Apple’s product-oriented approach, combined with its iconic brand image and seamless user experience, has established it as a market leader.

Another example is Amazon, which has revolutionized the retail industry by leveraging an extensive distribution network, competitive pricing, and excellent customer service. Amazon’s focus on fast and reliable delivery, along with its user-friendly online platform, has set the standard for e-commerce.

These real-world examples highlight the importance of effectively implementing the 7Ps to create a unique value proposition, deliver exceptional customer experiences, and excel in a competitive marketplace.

Adapting the 7Ps to Different Industries

How the 7ps apply to the retail industry.

In the retail industry, where competition is fierce and customer expectations are high, each of the 7Ps plays a crucial role in achieving success. Retailers must carefully curate their product offerings, optimize pricing strategies, and create an inviting in-store or online environment that facilitates a seamless shopping experience.

By analyzing market trends, understanding customer preferences, and strategically applying the 7Ps, retailers can differentiate themselves, attract customers, and drive sales. For example, a fashion retailer may emphasize product design and visual merchandising to create an appealing in-store atmosphere, while an e-commerce retailer may focus on website design, ease of navigation, and smooth checkout processes.

The 7Ps in the Service Sector

In the service sector, where intangible offerings dominate, the 7Ps play a crucial role in setting service providers apart from their competitors. Service-based businesses must focus on delivering exceptional customer experiences, understanding and addressing customer needs, and providing intangible elements that enhance the perceived value of the service.

For example, a hotel may invest in staff training to ensure personalized and attentive customer service, while a consulting firm might emphasize the expertise and credentials of its consultants to build trust and establish credibility. By effectively implementing the 7Ps in the service sector, businesses can build strong customer relationships, generate positive word-of-mouth, and differentiate themselves in a crowded marketplace.

Utilizing the 7Ps in the Digital Marketing Sphere

The emergence of digital marketing has transformed the way businesses connect with their target audience. By leveraging the power of technology and data, businesses can integrate the 7Ps into their digital marketing strategies to enhance customer engagement and drive conversions.

For instance, in the digital realm, promotion becomes a vast landscape of various channels, including social media marketing, content marketing, and search engine optimization. Place extends beyond physical store locations to encompass online marketplaces and e-commerce platforms. By leveraging digital tools and techniques, businesses can reach a wider audience, personalize their messaging, and track and measure their marketing efforts more effectively.

Conclusion: The Future of the 7Ps in Marketing

The continued relevance of the 7ps.

As the business landscape continues to evolve, the 7Ps of marketing will remain a foundation for creating effective marketing strategies. While new frameworks and concepts may emerge, the fundamental principles of the marketing mix will continue to guide businesses in optimizing their marketing efforts.

By understanding the interplay of the 7Ps, continuously adapting to changing consumer needs, and leveraging emerging technologies, businesses can stay ahead in a dynamic and competitive market environment.

Adapting the 7Ps for Future Marketing Trends

As technology advances and consumer preferences evolve, businesses will need to adapt the 7Ps to remain relevant in the future. For instance, the rise of personalized marketing and artificial intelligence may redefine the approach to people and process, as businesses strive to offer tailored experiences across various touchpoints.

The integration of sustainability and ethical considerations into the marketing mix may also become more prominent as consumers increasingly prioritize eco-friendly and socially responsible brands. By proactively responding to emerging trends and aligning the 7Ps with evolving consumer expectations, businesses can future-proof their marketing strategies and drive long-term success.

In conclusion, the 7Ps of marketing provide a comprehensive framework for businesses to analyze and optimize their marketing mix. By considering each element – product, price, place, promotion, people, process, and physical evidence – businesses can deliver value to customers, create competitive advantages, and achieve their marketing objectives. As the business landscape continues to evolve, businesses must adapt the 7Ps to meet new challenges, leverage emerging technologies, and stay ahead in a dynamic and competitive market environment.

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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 .

Every business, whether local or international, requires well-versed marketing professionals. Hence, an understanding marketing is one of the sought-after disciplines among students. The Digital Marketing Course offered by Simplilearn will make the students job-ready for the marketing industry. Upon completion of marketing program, they will be able to skillfully identify marketing strategies and help their companies grow.

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Marketing Mix – Nike Analysis

In this post, I am going to review and assess Nike’s extended marketing mix by its 7Ps. It stands for product, price, place, promotion , people, physical evidence, and process. Each P is gonna be explained and demonstrated by pictures and descriptions to help anyone understand what represents the marketing mix.

As Nike reflects on the successful past 50 years of its history, it also looks forward to and promises an exciting and innovative future. The anthem “Seen it All” pays tribute to about 40 legendary athletes for the past half-century and inspires future generations.

Extended Marketing Mix – Process

Physical Evidence

Bibliography

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Cienega High School Business. n.d. “Analyzing Nike’s Distribution Channels” Chsbusiness[Online] Available at: https://www.chsbusiness.com/analyzing-nikes-distribution-channels/ . [Accessed November 10, 2022.]

Angela Weiss. 2018. “Nike Sales Prove Promotion of Free Speech May Be Worth Economic Risk.” The Globe Post (blog).[Online]  Available at: https://theglobepost.com/2018/09/19/nike-kaepernick-sales/ .  [Accessed November 10, 2022.]

Art Streiber. 2016. “Ff_nike-Shoe_machine.Jpg.” Wired .[Online] Available at: https://www.wired.com/wp-content/uploads/2016/09/ff_nike-shoe_machine.jpg .   [Accessed November 10, 2022.]

Art Streiber. 2016. “Ff_nike-Voices_atheletes.Jpg.” Wired .[Online] Available at: https://www.wired.com/wp-content/uploads/2016/09/ff_nike-voices_atheletes.jpg . [Accessed November 10, 2022.]

Dennis. 2022. “Nike By You – Design Your Own Sneakers – Grailify.” Grailify Sneaker Releases.[Online] Available at: https://www.grailify.com/en/nike-by-you-design-your-own-sneakers/ . [Accessed November 10, 2022.]

Fernandez, Ryan. 2016. “Nike Website (2016).” Fonts in Use[Online]  Available at: https://fontsinuse.com/uses/14239/nike-website-2016 . [Accessed November 10, 2022.]

Foot Locker Inc. n.d. “Investor Relations.” Foot Locker, Inc[Online]  Available at: https://investors.footlocker-inc.com/ir/ . [Accessed November 10, 2022.]

Freeman, James. 2022. “Company Organizational Chart: Definition, How to & Templates | Edraw.” Edrawsoft[Online] Available at: https://www.edrawsoft.com/company-organizational-chart.html . [Accessed November 10, 2022.]

Haleem, Abbas. 2022. “Nike’s Online Sales Grow 23% to Reach Digital’s Highest Net Revenue Quarter Ever.” Digitalcommerce360[Online] Available at: https://www.digitalcommerce360.com/2022/10/04/nikes-online-sales-grow-23-to-reach-digitals-highest-net-revenue-quarter-ever/ . [Accessed November 10, 2022.]

Instagram.com. 2022. “ Nike Instagram Account. ” Instagram[Online] Available at: https://www.instagram.com/nike/ [Accessed November 10, 2022.] 

Jovani Hernandez. 2021. “Nike Seoul New Store Opening Information” Sneakernews[Online] Available at: https://sneakernews.com/2021/08/10/nike-seoul-store-opening-information/ . [Accessed November 10, 2022.]

Kevin Chiu. n.d. “(40) Pinterest.” Pinterest[Online] Available at: https://cz.pinterest.com/pin/154389093453833173/ . [Accessed November 10, 2022.]

Mainwaring, Simon. 2019. “Purpose At Work: How Nike Inspires And Innovates With Employees And Consumers.” Forbes[Online] Available at: https://www.forbes.com/sites/simonmainwaring/2019/07/23/purpose-at-work-how-nike-inspires-and-innovates-with-employees-and-consumers/ . [Accessed November 10, 2022.]

Mashable [@mashable]. 2015. “Nike Finally Enlists Women to Design Women’s Basketball Gear.” Mashable[Online] Available at: https://mashable.com/archive/nike-womens-basketball .   [Accessed November 10, 2022.] 

Nast, Condé. 2016. “Nike’s New Massive Store Is the Disney World of Sneakers.” GQ[Online] Available at: https://www.gq.com/story/nike-new-york-city-store-soho .   [Accessed November 10, 2022.]

Nike.com. 2022. “Nike App.” Available at:  https://www.nike.com/nike-app .   [Accessed November 10, 2022.]

Nike.com. n.d. “Nike Adapt. Self-Lacing Shoes.” Nike.com [Online] Available at: https://www.nike.com/adapt .   [Accessed November 10, 2022.]

Nike.com. 2022. “Nike 50th Anniversary | Seen It All – Spike Lee Director’s Cut” Nike.com [Online]

                    Available at: https://www.youtube.com/watch?v=rD-XFcmvGuc   [Accessed November 10, 2022.]

Nike.com. 2022. “ Men’s Trainers & Shoes Sale.” Nike.com [Online]

                Available at: https://www.nike.com/nl/en/w/mens-sale-shoes-3yaepznik1zy7ok   [Accessed      November 10, 2022.]

Nike.com. 2022. “ Air Max Scorpion ‘Lemon Wash’ (DJ4701-001) Release Date ” Nike.com [Online]

                Available at: https://www.nike.com/nl/en/launch/t/air-max-scorpion-lemon-wash   [Accessed November 10, 2022.]

Nike.com. 2022. “Nike Defy All Day Men’s Training Shoe. Nike NL”  Nike.com [Online]

                 Available at: https://www.nike.com/nl/en/t/defy-all-day-training-shoe-s1cPct/DJ1196-101   [Accessed November 10, 2022.]

Reggie Wade. 2019. “4 out 5 Top Selling Nike Products Cost More than $130.” Finance.yahoo [Online] Available at: https://finance.yahoo.com/news/4-out-5-top-selling-nike-products-cost-more-than-130-141714895.html .   [Accessed November 10, 2022.]

sean. 2009. “Nike Store in NYC : 2021 Review & Guide on 5th Avenue, New York.” Visit5Avenue[Online]  Available at: https://visit5thavenue.com/nike/ .   [Accessed November 10, 2022.]

vignetteagency.com. n.d. “Direct to Consumer Leadership Training.” vignetteagency[Online] Available at:  https://vignetteagency.com/portfolio/nike-direct-to-consumer-leadership-training/ .   [Accessed November 10, 2022.]

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Seven P’s of Powerful Presentations

In business, you have to give presentations all the time, whether to a customer, when networking or in meetings. For some people this is easy, but for many it is a scary event. How do you create powerful presentations?

I have recently learnt that it’s with a lot of Peeing!!

Having been a member of Toastmasters International for five years, I have found it an invaluable source of support, constructive feedback and learning. You have a team of supporters wanting you to succeed. It was a great privilege to represent my club, Casterbridge Speakers, at the Toastmaster’s Divisional finals

of the International Speech competition in Cardiff on April 28th. I was a winner at club and area to get there and then came third behind two incredible powerful speeches. I learnt so much on the journey and that day, which I would like to share.

There were strict criteria for the competition and I developed my speech to meet those. Even in the workplace, every speech you do will have criteria to meet a purpose. It is important to plan what you want to say and make sure it is relevant and applicable to your audience. Having just come back from a network event where we sat through a 45 minute presentation that was totally irrelevant to the audience, I can assure you this wins no friends. It requires researching your audience, checking out the venue and much more.

It is also important to make sure every word adds value to your message and will achieve your objective in the time allowed. Timing is vital, as you will not impress your audience by going over time.

In preparing, it helps to be aware of your strengths and areas of improvement. I knew that my vocal projection and performance needed to be improved and I employed an actress coach to help me. She was fantastic and so helpful.

One great benefit I had in preparing my competition speech was having feedback from a range of people at Toastmasters. We can write a speech and think it is OK from our perspective. There is nothing like constructive feedback from a range of perspectives. It made me realise the importance of teamwork in speech crafting. It is not always comfortable to do, but for important speeches, I would advise running it past some trusted colleagues, family or friends.

Getting in the right mind set is important. There is nothing like telling yourself you love public speaking, enjoy it and are good at it. Get some encouragement from positive colleagues. It made all the difference for me to have my supporters there.

3. Practice

Judi Dench has not won Oscars from thinking she can ‘wing it’ on stage. I found that the more I practiced the more confident I felt and I could concentrate on body language, vocal variety and stage position rather than what I had to say.

Practice, practice, practice and practice some more. The more you do the more the words and movements will be embedded in your long term memory and if nerves hit, you are less likely to freeze.  Do you really want your ‘dress rehearsal’ to be in front of an important client?

A diamond is a beautiful thing, but its stunning beauty is revealed when it is polished. A great speech comes from being polished to the ultimate shine. ‘ That’ll do’ will not provide the ultimate performance which your future business may depend on.

There are a variety of rhetorical techniques you can use to enhance your presentation, such as metaphors, alliterations, vocal variety, pauses and many more. I have learnt these from Toastmaster meetings and materials.

5. Projection

Projecting my voice is something that I still struggle with, but I learnt that opening my mouth more, breathing from the diaphragm, and looking to the back of the room to raise my chin, all helped. My coach told me to imagine I was ‘squeezing a lemon between my buttocks’ to aid breathing. That just made me laugh too much, so good luck if you try that one. Reading from notes  may drop your voice down.

 6.   Perform

A presentation is a performance and while I would advocate being true to yourself, you can be larger than life and take on your own persona, which is pertinent to the purpose. Do you want to be the expert professor, friendly guide or the comedian?

The winning speech I saw on April 28 th was delivered with confidence, real panache and a desire to win. It was a true performance.

7.  Passion

What makes a persuasive or inspiring speech is the energy with which it is performed. No PowerPoint or prop can out do passion in delivering a speech. If you believe in what you are saying, are excited by it, and are enjoying yourself, then your audience will too. I know if I am tired or low in energy, then my speech will go flat. It is the fire in the belly which will give the speech that extra zing. In a metaphor, this is like the tennis of Andy Murray versus Tim Henman

Finally, after all these P’s, don’t forget to go to the toilet before you speak. When the adrenaline kicks in, it’s one less thing to worry about!

Above all, enjoy the moment to shine and be the diamond speaker you want to be.

See Toastmaster’s International UK website at http://d71.org/ to find a club near you.

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