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Comprehensive Guide to Digital Marketing and the 7Ps of Marketing Mix

An educational presentation covering the fundamental concepts of marketing, focusing on the 7Ps framework: Product, Price, Place, Promotion, People, Process, and Physical Evidence, with strategies and examples.

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Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Prepared by Mr.Prathamesh A.Patil Assistant Professor Department of Information Technology Department of Information Technology, SRES’s Sanjivani College of Engineering, Kopargaon-423 603 DIGITAL MARKETING Mapping Fundamental Concepts of Marketing
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Mapping Fundamental Concepts of Marketing A successful product depends not only on its quality but also on how effectively it is marketed to the target audience. The Marketing Mix (7Ps) provides a strategic framework that helps organizations create customer value and achieve business objectives.
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Why the Marketing Mix (7Ps)?  Helps meet customer needs and expectations.  Supports effective pricing and distribution decisions.  Increases brand awareness through promotion.  Enhances customer satisfaction and loyalty.  Drives business growth and competitive advantage.
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Mapping Fundamental Concepts of Marketing (7Ps)
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Why the Marketing Mix (7Ps)?  The 7Ps form the foundation of an effective marketing strategy.  Each element plays a unique role in delivering customer value.  All seven elements work together to achieve business objectives.  A weakness in one element can affect overall marketing performance.  Organizations should continuously adapt the 7Ps to changing customer needs.
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Product Definition A product is anything offered to the market to satisfy customer needs or wants. It can be a physical good, service, experience, or digital offering that provides value to customers.
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Product  Quality  Features  Design  Branding  Packaging  Warranty & After-Sales Service e.g. Apple iPhone, Samsung Galaxy ,Nike Shoes ,Netflix Subscription
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Product Strategy Product Quality – Ensures reliability and customer satisfaction. Product Features – Provide unique benefits that differentiate the product. Product Design – Improves usability and enhances customer appeal. Branding – Builds recognition, trust, and customer loyalty. Product Innovation – Introduces new technologies and continuous improvements.
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Price  Price is the monetary value customers are willing to pay in exchange for the benefits provided by a product or service. It directly influences customer perception, demand, profitability, and market positioning.
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Price  Cost of Production  Customer Perceived Value  Market Demand  Competitor Pricing  Business Objectives
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Price Strategy Description Example Premium Pricing High price to reflect superior quality Apple Penetration Pricing Low introductory price to gain market share Jio Competitive Pricing Price similar to competitors Samsung Value-Based Pricing Price based on customer perceived value Starbucks Dynamic Pricing Price changes based on demand Uber, Amazon
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Place  Place refers to the distribution channels and locations through which products or services are made available to customers at the right time and in the right quantity.
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Place
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Promotion Promotion refers to the activities used to inform, persuade, and remind customers about a product or service. It helps increase brand awareness, attract customers, and boost sales.
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Promotion  Create brand awareness.  Inform customers about products and services.  Influence customer purchasing decisions.  Increase sales and revenue. Build long-term customer relationships.
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Promotion  AI Marketing  Performance Marketing  Marketing Automation  Conversational Marketing  Gamification Marketing
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology People People refer to all individuals involved in delivering products or services and influencing the customer experience, including employees, management, sales personnel, customer support teams, and customers.
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Why the People is important  Deliver excellent customer service.  Build trust and credibility.  Enhance customer satisfaction.  Strengthen the brand image.  Develop long-term customer relationships.
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology People Strategy in Modern Marketing  Employee Training  Customer Relationship Management (CRM)  Service Quality  Communication Skills  Employee Engagement  Customer Feedback
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Process Process refers to the sequence of activities, procedures, and workflows used to deliver a product or service efficiently while ensuring a consistent and satisfying customer experience.
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Why is Process Important?  Ensures standardized and scalable operations.  Enables automation through AI and digital technologies.  Supports data-driven decision making.  Improves operational efficiency and productivity.  Enables real-time monitoring and continuous improvement.
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Components of Process  Order Processing  Payment System  Product Delivery  Customer Support  Complaint Resolution
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Customer Service Process(flow)  Understand customer needs and requirements.  Provide a simple and efficient ordering process.  Ensure secure payment and timely delivery.  Offer responsive customer support.  Collect feedback for continuous improvement.
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology Physical Evidence Physical Evidence refers to the tangible and visible elements that help customers evaluate the quality, credibility, and professionalism of a product or service.
Sanjivani Rural Education Society’s Sanjivani College of Engineering, Kopargaon-423 603 Department of Information Technology References – Digital Marketing Text Books Vandana Ahuja, Digital Marketing, Oxford University Press. (Primary Reference) Ian Dodson, The Art of Digital Marketing, Wiley. Online Resources Google Google Scholar YouTube Oxford University Press