The seven P's of Marketing Mix

1. 7 P’s
of
MARKETING MIX

2. 1. PROMOTION

3. - Explicit communication strategy adopted
by an enterprise to elicit the patronage,
loyalty, and support not only from its
customers but also from its other
significant stakeholders.

4. Direct Communication
Advertising
Public relation campaigns
Promotional tours
Point-of-sale displays
Websites
Flyers
letters

5. Indirect Communication
The enterprise communicates through
the quality of its products and
attractiveness of its packaging.
Through the services rendered by its
people.
Locations, offices premises and
branches.

6. EFFECTIVE PROMOTION
Three Critical Factors:
1. Credibility of the communicator
2. The message and the medium of the
message.
3. The receptiveness of the audience to
all that is being communicated.

7. 2.
POSITIONING

8. POSITIONING HAS THREE OVERLAPPING OBJECTIVES:
1. Positioning has an enterprise perspective. The
enterprise scans the market environment and decides
to position itself with products that specifically
address the needs of a chosen target market.
2. Positioning has an competitive perspective. The
enterprise has to differentiate and distinguish itself
from its competitors.
3. Positioning takes the customers’ perspective.
Customers perceive the enterprise and its products or
services in their mind.

9. 3.
PRODUCT

10. There are Four general types of products
that are marketed by enterprise:
1.Breakthrough Products
2.Differentiated Products
3.Copycat Products
4.Niche Products

11. BREAKTHROUGH PRODUCTS
•Offer completely new performance benefits
•These maybe much more convenient and easy
to use
•These may create a new demand
•Marketing breakthrough products need a
higher level of customer education and
orientation

12. DIFFERENTIATED PRODUCTS
Try to a new space in the mind of the customer
different from the spaces occupied by existing
products.
NICHE PRODUCTS
These do not intend to compete directly with
the giants. These are the products with lower
reach, lower visibility, low prices, and lower top
of mind.

13. COPYCAT PRODUCTS
These will not make much impression on the customer’s
mind.

14. 4.
PACKAGING

15. •Used when the products came wrapped
in ordinary packaging that prominently
displayed the brand name, the main
attributes of the product, the company’s
logo, and its place of business.
•Now, packaging can be more important
than the product it self

16. PURPOSE OF PACKAGING:
Identifies the product, features and benefits
and complies with government rules on its
contents, weight, chemical composition, and
potency.
Differentiates the product from its
competitors and other brand offering
Lengthens the lifespan, physically protects
and extends the usefulness of the product.

17. Has become an environmental issue by itself. This
generates waste and hazards. Recyclability and
Biodegradability are now major concern of
packagers and consumers alike.
Increases the price of the product. To counteract
this, the packaging must be possess its own value
proposition for the customers as well as for the
enterprise.( some packaging are so beautiful can
be use again and converting packaging into
money)

21. 5.
PLACE

22. •Place is concerned with various
methods of transporting and
storing goods, and then making
them available for the customer.
•Getting the right product to the
right place at the right time
involves the distribution system.

23. INITIAL LOCATION SCREENING:
In finding a good location, one needs to consider the following:
1. The number of customer residing or working in the area, and
the number of customers who frequently pass through the
area.
2. The density or number of customers per unit area.
3. The access routes to alternate locations and their traffic
count in those routes.
4. The buying habits of customers or where they buy, at what
time and how frequent.
5. Locational features such as parking spaces, foot access,
creature comforts, and others

24. RELEVANT LOCATION DRIVERS
1. Physical Proximity to Target Market
- Based on how close it is to the target market
2. Customer Traffic Flow
- Refers to the people that regularly come into contact with your
business establishment
3. Convergence of Multiple Industries
- Central business, shopping malls, and public markets are able to
attract more customers because of one- stop shopping convenience
4. Population Concentration
- The greater the number of people, the greater the number of needs,
and wants to satisfied

25. 5. Growth Potential
- Business are always looking for new areas to expand and grow
6. Business Climate
- Good infrastructures
- Cheap utilities
- Efficient transportation
- Availability of skilled labor force
- Low crime rates
- Trusted public officials
7. Cost of doing business and Producing Goods and Service
- Lower cost of doing business and lower cost producing goods and
sevices

26. GEOGRAPHY
DETERMINANTS

27. GEOGRAPHY DETERMINANTS:
1.Concentration VS Destination
2.Access VS Abundance
3.Clustered VS Dispersed
4.Developed VS Underdeveloped
5.Physical VS Virtual
6.Upscale VS Downscale

28. ATMOSPHERE DETERMINANTS:
1.Formal VS Informal
2.Exclusive VS Public
3.Conservative VS Adventurous
4.Aesthetics VS Functionality
5.Minimalist VS Maximalist

29. GEOGRAPHY DETERMINANTS:
1.Concentration VS Destination
Some Entrepreneur preferred:
•Large Concentration- commercial,
centers, malls.
•While, some longing to be relieved
from city living related stress.

30. GEOGRAPHY DETERMINANTS:
2. Access VS Abundance
•Access is the ability to reach a place
easily and inexpensively
•Some offers easy to access but their
product may be limited unlike large
commercial malls

31. GEOGRAPHY DETERMINANTS:
3. Clustered VS Dispersed
•Clustered competitors allow customers
to choose from a variety of product
offerings
•On the other hand, Dispersed
competitors experience better business
results because they practically own the
market within the area.

32. GEOGRAPHY DETERMINANTS:
4. Developed VS Underdeveloped
•Developed areas would have ready-
made markets and all the utilities
and transportation system and tend
to be more expensive
•Underdeveloped market would take
time to grow

33. GEOGRAPHY DETERMINANTS:
5. Physical VS Virtual
•Physical market provides interaction
between the seller and the buyer, have
the opportunity to taste, feel, r smell
what he is buying
•Virtual market provides comfort with
the use computers, laptops, or mobile
devices.

34. GEOGRAPHY DETERMINANTS:
6. Upscale VS Downscale
•The more well-off customers can
afford to spend more in upscale
places.
•Downscale places have the
advantage of attracting masses who
might have lower purchasing power

35. ATMOSPHERE
DETERMINANT

36. ATMOSPHERE
- Refers to the state or
condition of the environment,
which affects the mind and
mood of the customers, either
in a positive and negative way.

37. ATMOSPHERE DETERMINANTS
1.Formal VS Informal
2.Exclusive VS Public
3.Conservative VS Adventurous
4.Aesthetics VS Functionality
5.Minimalist VS Maximalist

38. ATMOSPHERE DETERMINANTS
1.Formal VS Informal
•Formal Atmosphere projects stylized,
class, highly- organized, and well
structured image for the place.
•Informal Atmosphere projects casual,
easy going, unstructured image for
the place.

39. ATMOSPHERE DETERMINANTS
2. Exclusive VS Public
•Exclusivity is the preferred
atmosphere by some customers who
want privacy and elitist isolation.
•Public atmosphere, one where
people from all walks of life can
congregate

40. ATMOSPHERE DETERMINANTS
3. Conservative VS Adventurous
•Conservative Atmosphere, one
where they can feel safe and secure
•Adventurous Atmosphere, customer
crave for adventurism, they want to
try out- of- the escapades.

41. ATMOSPHERE DETERMINANTS
4. Aesthetics VS Functionality
There are customers who go for
the aesthetics of a place while
others go for the functionality of
the place.

42. ATMOSPHERE DETERMINANTS
5. Minimalist VS Maximalist
Minimalist one who do not want
clutter in the atmosphere and believe
in the adage that “less is more”
Maximalist they like everything to be
in one place together.

43. 6. PEOPLE

44. People are the ultimate strategy:
•People sell and push the product
•People search hard to find the right market
•People distribute, promote, price, and sell the products
in the most attractive market places.
•People aim to please the customers through continuing
service and product enhancement.
•People are the regular contact points between the
enterprise and its market.

45. The Marketing efforts of people are
organized at FOUR LEVELS:
1. To create customers awareness.
2. To arouse customer interest.
3. To educate customers as they evaluate
their buying choices
4. To close the sale and deliver the
products.

46. Consumer Evaluation Process
INITIAL PROCESS MID PROCESS FINAL PROCESS
Comparison of product
features and probable
results by:
Window shopping
Internet Browsing
Brochures collection
and comparison
Asking friends and
relatives
Customers who have
tried the products
before
Professional evaluator’s
guidebook on
competing products
Testimonials from
credible endorsers
How often others are
seen actually using the
product or services
Taste tests
Physical demo
Free trial period
Money- back guarantee
offer

47. Finally, the sale must be closed and
the products should be delivered to
the customer. Closing the sale
demands that the product be
available, adequate, acceptable, and
affordable.

48. •AVAILABILITY- means that the enterprise has
the goods or services on hand.
•ACCESSIBLE- means that the customers can
easily get the product from their usual
buying place or conveniently deliver.
•ACCEPTABLE- means that the customer is
convinced by the selling points of the
product
•AFFORDABLE- means the price and payment
terms are right.

49. ACTIVITY: Group Activity
•Conceptualize a short video advertisement.
•Each group should prepare at least 5 videos .
•Each videos should not more than 2 minutes.
Criteria:
Clearness of the message -15pts.
Collaboration - 15 pts.
Creativity - 10 pts.
Impact -10 pts.
Total - 50 POINTS

50. 8. PRICE

51. •Major factor for the customer in
buying a product.
•Pricing depends on the business
objectives.