This document discusses physical evidence as the final element of the extended marketing mix. Physical evidence refers to the environment where customers interact with a company's services and any tangible components that facilitate service delivery. For ecommerce brands, physical evidence includes packaging, websites, social media presence, and the delivery experience. The document provides examples of how Flipkart and Ola distinguish themselves through strong physical evidence like quality packaging, prompt delivery, return policies, and customized in-app experiences. Consistency between physical evidence and other marketing elements is important to meet customer expectations.