Running head: 7PS OF MARKETING 1

Marketing Discussion

Name

Institution
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During this research, CLothLine Industries were visited, according to the observation from

the industry, marketers are tasked with creating consumer product awareness through different

marketing techniques. The marketing tool is used by many organizations to develop new ideas,

goods and have to distribute them to the extent that it is beneficial to the company. According to

(Hair, Celsi, M., Ortinau & Bush, 2008), the more efficient the production process is, the more

successful the production process can become. Unlike in the previous century, marketers nowadays

face difficult situations due to the continuous changes that take place in the industry, and marketers

need to understand customers more than in the same period previously (Hair, Celsi, Ortinau &

Bush, 2008). The production process is such that the producers have to understand customers before

they start producing goods and services. At the same time, modeling the marketing concept is

subject to many environmental factors such as economic, geographical, and economic factors. Poor

decisions made during production will have detrimental effects on sales and the future of the

company.

Therefore, the best way to satisfy customer needs is through the application of theories such

as the marketing mix upon which the strategic decisions are made. The extensive information

available for marketers makes it impossible for them to settle on a given resolution. For example,

when looking at the Cloth Line retail Stores, the company had difficulty in maintaining the

customer base and becoming successful. The company is one of the most successful retail stores in

Kuwait. It has 15 international brands. Over the years, the company had experienced decreased

revenues due to absence in long term planning when the profits continued to decline, and the

company formed a marketing unit. It used it to reshape their marketing, which ensured that the

company sales grew, and it made a turnaround in the profitability.

Implementing 7P in Cloth-Line Company

Person and Process

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Figure 1: Improving the production process, the company became more transparent on the materials used in making
clothes

the person and process were significant in the reformation of the company, hence mixing the

services and operation, and the person results in consumer satisfaction. The consumer is not only

concerned about the end product, but they are also interested in finding out how the product was

delivered. One of the mistakes done by the company was hiring unqualified marketers who could

not connect the product to the consumers. Employees were untrained and were employed under

unclear policies and guidelines; for example, there was no guideline on how to treat customers by

staff, which led to the loss of many customers in the long run. The problem was solved when the

company employed a professional team that helped in delivering an optimal solution that meets the

process and person.

Product

According to the directors of the company, product form the backbone of the company, and

A successful company must know its products and deliver it to the consumer, the company must be
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aware of the consumer perception of the product, with this information, the clothing can form a

product promotion policy. The mistake done by the company was choosing the collections that do

not match the requirements by the Kuwait market. This led to reduced revenue. The new marketing

department, therefore, forced the companies that supply them with clothes to match the customer

expectations with their supply of cloths.

Pricing

Figure 2: Model Posing wearing one of the cloth line products

The pricing by the company is highly related to the public image of the product and how it

is differentiated in the market. One of the driving factors while considering pricing is defining how

the consumers will gain after purchasing the products. To formulate the pricing strategy, the

company had to analyses the market and ensure that they have a strong brand strategy. Reduced

pricing led to the marketing department pegging lower prices for a premium product, which led to

the loss in profits and consumers at the same time. The company had to match the brand equity,
7Ps of Marketing 5

shown by brands like Mango and Stradivarius that have substantial brand equity at the same time

facing local competition and successfully maintaining the market share.

Conclusion

Marketing mix is a modern tool used by many marketers, and the Cloth Line is one of the

companies that have used it to turn around its sales. The focus should, however, not be limited to

the Ps alone, and other theories such as 4C can be applied by a company to increase sales hence

profitability (Lamb, Hair & McDaniel, 2015). The primary survival strategy for many retail

businesses is to have the consumer at the center of their production process. Hence consumer tastes

and views should be used when carrying out new product development.
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References

Lamb, C. W., Hair, J. F., & McDaniel, C. (2015). MKTG 9. Cengage Learning.

Hair, J. F., Celsi, M., Ortinau, D. J., & Bush, R. P. (2008). Essentials of marketing research. New
York, NY: McGraw-Hill/Higher Education.

Lamb, C. W., Hair, J. F., & McDaniel, C. (2008). MKTG 2: A new approach to learning principles
of marketing built with you in mind. South-Western Cengage Learning.