7Ps Marketing Mix: The Complete Framework Guide

But if you are a beginner in marketing or maybe have only done the 4Ps before and want to know what the 7Ps are, what factors are added? This article will take you to know that. Why do we have to have 7Ps? How are they different from the 4 factors and what are they? Let’s read the article together.

Difference between 4Ps and 7Ps Marketing

Before getting into what the 7Ps are, we have to talk about the 4Ps as well.

Simply put, these things are collectively called the “Marketing Mix” or “elements of marketing” which are important and necessary to businessmen and marketers for almost every generation.

4Ps (Products) Products, Price, Promotion, Place  

Of course, the 4Ps mentioned already cover the production of goods and services. So why are there still 7Ps?

4Ps 3 7Ps Digital Marketing  

Let’s take a look at the 7 factors that help guide today’s marketers.

What are the types of 7Ps Marketing?

Let’s start with the first 4Ps and then expand to talk about the other 3 that are members of the 7Ps.

1. Product

P Product ‘’ ‘’ 

Insight   Persona Feedback Product

Product planning in the online world to develop the brand’s Digital Marketing strategy It is necessary to consider two important things: Core Identity, which is the basic component of products and services that are ‘desired’ and truly fulfills the needs of customers. Another thing is Extended Identity, which is an extension or benefit of the product related to the first Core Identity.

Product  

1. Quality of products and services
2. Expression of brand identity
3. Product pictures
4. Product usage
5. Appropriate time to use
6. Customer Service etc.

2. Price

Price P  

  Product Pricing Model  

Price  

1. Positioning of the brand
2. Discounts on products and services
3. Method or payment method
4. Various features that will add value to the product, etc.

3. Promotion

3 Promotion Segmentation Product   

You must know Communication Tools that will amplify your brand’s ‘voice’ to make it even more resonant.

Communication Tools Digital Marketing 

1. Doing Ads, such as shooting Paid Search ads on SERPs or GDN pages.
2. SEO (Search Engine Optimize) Google
3. Opening sales, such as creating product pages on websites or doing affiliate marketing
4. Offering promotions such as giving discount coupons or collecting points.
5. PR Campaign # Hash tag Influencer 
6. Sponsorship
7. Email Marketing
8. Organizing events such as creating webminars to provide knowledge.
9. Doing P2P or Peer-to-peer to create buzz through Advocate, etc.

4. Place

Place Offline  

Another thing is that you may have your own brand website along with a Shopping Site page where customers can add any product to their cart. But wouldn’t it be better if you distributed your products and services through third-party websites where both your customers and potential customers can easily find them?

An obvious example is the Watsons or Gowabi website, which is a beauty website that collects a lot of products and services in this area. This is another way to increase awareness among customers of the platform about your brand. Or maybe B2C or C2C websites like Shopee and Lazada are equally interesting.

Place 

1. Proper trading channels
2. Appropriate number of channels
3. Channels based on customer segmentation
4. Channels ready to support customers (Sale Support)

Coming to the other three P’s that have expanded from the first 4Ps, that is, People, Process, and Physical Evidence. These three P’s are related in that they are more factors supporting ‘service’ in order to respond to changing consumer needs and maintain customer loyalty.

5. People

P People  

In Digital Marketing, the participation or assistance of employees can affect customers’ purchasing decisions. Whether it’s replying to an email or replying to a message on a website or even a Chatbot, it also has an impact.

Many companies may already have an FAQ page. But don’t forget that each customer is different. Of course, those answers may not be enough for them. Or have you ever encountered a situation where you needed immediate support from a company? But cannot be contacted even though the company’s phone number is displayed. Of course, these things will definitely affect the user experience of customers. Or if it’s worse, it’s Peer-to-peer or word of mouth. (bad things) may happen soon

Therefore, companies in the digital era should consider the importance of service and customer support departments more. And an important example that should be considered in People is this one.

1. Having information to contact customers individually
2. Communicating with customers while maintaining the brand
3. Selecting the right people to fill the position.

6. Process

Process PR Customer Service  

The process will help you understand your customers even more and create a better customer experience. Because you can classify the customer journey from the beginning to see what needs the customer needs at each step. And what methods can the company use to help customers so that they don’t lose their feelings about the brand?

For example, How many minutes should be the appropriate time to respond to customer inquiries? After the customer clicks to buy something, which landing page should they be sent to? etc. Therefore, in this factor It is quite necessary to put emphasis on the design or UI/UX of the website. Plus the speed and quality of your Customer Service.

Process 

1. Focusing on specific customers (Customer’s Journey)
2. Work of the IT team and website
3. Importance of website UI and UX
4. Doing research and collecting data for development and further development.

7. Physical Evidence

P Physical Evidence Marketing Mix  

What is a good experience that a company can provide? Think about when you choose to buy a plane ticket. Some people may prefer the experience they get with this particular airline. Whether it’s the dress code or the good service from the flight attendants. Water and food service throughout the flight Baggage weight that doesn’t require additional charges, etc., these things will determine the brand’s image and create a good customer experience for customers to come back and use the service again. Even though the price is quite high, it feels worth it.

In the case of Digital Marketing, it is that the brand pays attention to creating a website that has a beautiful design, is easy to use, convenient to pay, smooth, and includes a customer support section, whether it be FAQ, phone number, email, or even a Chatbot that customers can ask 24 hours a day. It is one of the good Customer Experiences that will attract new and old customers to the brand again.

Physical Evidence

1. Creating good CX whether online or offline
2. The importance of the Website Development department
3. Importance of Website Design
4. Organizing a good and efficient Customer Support team

Summary

The 7Ps Marketing Mix described above is important in how a company chooses to produce products or services to support customer needs and adapt to changing customer behavior. Therefore, being accurate in your strategy, ready to act and learning from experience at the same time is the building of a good brand. And winning over customers, especially online, may not be that difficult anymore.

Has anyone tried applying it? Let’s share.