Presenting the 7P’S
By- Saifuddin Lala
The Marketing mix is one of two
interrelated components of strategy.
MARKETING MIX means-The set of
controllable tactical marketing tools.
Product,Price,Place and Promotion – that
the firm blends to produce the response it
wants in the target market.
The term marketing mix was coined in an article
written by Neil Borden called “The Concept of the
He started teaching the term after he learned
about it from an associate, James Culliton, who in
1948 described the role of the marketing
manager as a "mixer of ingredients"; one who
sometimes follows recipes prepared by others,
sometimes prepares his own recipe as he goes
along, sometimes adapts a recipe from
immediately available ingredients, and at other
times invents new ingredients no one else has
It must provide value to a customer but
does not have to be tangible at the same
Basically, it involves introducing new
products or improvising the existing
EXAMPLE- COCA COLA
History Of Coca Cola
In India, Coca-Cola was the leading softdrink till 1977 when the government
policies necessitated its departure.
Coca-Cola made its return to the country
in 1993 and made significant investments
to ensure that the beverage is available to
more and more people, even in the
remote and inaccessible parts of the
Product should have following characters:
COCA-COLA IS THE MOST POPULAR AND
HIGHEST-SELLING SOFT DRINK IN
HISTORY, AS WELL AS THE BEST-KNOWN
PRODUCT IN THE WORLD.
Pricing should take into account the
Fixed and Variable cost.
Proposed positioning strategies
Target group and Willingness to pay
To make the product affordable to the target
market and reflect the value of benefits
To make the product conveniently
available to the target market consistent
with there purchasing pattern.
Refers to how an organization will
distribute the product or service they are
offering to the end user.
What channel of distribution will they use?
Two types of channel distribution
Indirect Distribution-From manufacturer to
Wholesaler to Retailer to consumer.
Direct Distribution-From manufacturer to
To build and improve consumer demand. Promotion
has 4 components called the promotion mix as follows:
1)Advertising-To effectively inform and persuade the target
2)Public relations-To offer a positive image of a company and
3)Selling-To get customers buy.
4)Sales promotion-To convince customers to buy immediately.
Processes are important to deliver a
Services being intangible, processes
become all the more crucial to ensure
standards are met with.
Process mapping ensures that your service
is perceived as being dependable by your
The process of the product is essential in
marketing. This determines the capability of the product to
supply demand of the customers.
Physical appearance is the first
distinction of a product. A product could
be easily recognized by it’s appearance.
Coca-Cola bottles come in a vast type of sizes and volumes, depending on the
country where it come from.
The most common sizes and volumes are:
Standard Size: 185 ml, 190 ml, 192 ml;
King Size: 285 ml, 290 ml, 300 ml;
Family Size: 750 ml, 760 ml, 770 ml;
Liter Size: 1000 ml (1 Liter)
There are some shapes for Coca-Cola
The most common types of labels found
in Coca-Cola bottles are:
White Applied Color Label (White ACL)
Red Applied Color Label (Red ACL)
They are the target consumers of the
company. They are the ones who are the
The Marketing Mix
Blend of the mix depends upon:
Type of product
Global issues – culture/religion, etc.