7 Ps of Marketing and Branding

Group 3
7 P’s of Marketing
and Branding
Marketing Mix
• The marketing mix is a concept that is

said to have been developed by
professor and academic, Neil H.
Borden, who elaborated on James
Culliton’s concept of business
executives being mixers of ingredients.
Marketing Mix
• The marketing mix was later refined by

professor and author, Jerome McCarthy,
to specifically include four key
components: Product, Place, Price, and
Promotion. McCarthy wrote about the ‘4
Ps’ in the 1960s in his book Basic
Marketing: A Managerial Approach.
Marketing Mix
• The original 4 P’s stands for product,

place, price and promotion.
Eventually, three elements have been
added, namely: people, packaging, and
positioning to comprise the 7 P’s.
Marketing Mix
The 7Ps includes:

• PRODUCT • PEOPLE
• PLACE • PACKAGING
• PRICE • POSITIONING
• PROMOTION
7 P’s: Product
• Oftentimes, marketing strategy begins with the
product. Marketers cannot develop a distribution
strategy or establish a price unless they know
precisely what goods will be sold to the market.
• This refers to what the company produces (whether
it is an item or service, or a combination of both)
and is developed to meet the core need of the
customer.
7 P’s: Product
GOODS
• Physical Objects. Goods are the material items
that can be seen, touched or felt and are ready
for sale to the customers.
• Goods can be classified into types:
1. Consumer Goods 4. Business Goods
2. Digital Goods 5. Intermediate Goods
3. Virtual Goods
7 P’s: Product
Consumer Goods
• Consumer goods are products bought for
consumption by the average consumer.
- Durable Goods.
- Non-durable Goods.
7 P’s: Product
Digital Goods
• commodities or products that exist in a digital
form, something that can be sold and consumed
online. They are different from digital services,
since a service requires doing something for
someone while a good is selling something to
someone.
7 P’s: Product
Virtual Goods
• non-physical asset that is traded in an online community
or marketplace. They are commonly found in video
games, as well as on social media platforms. In the
platforms that provide virtual goods, especially video
games, purchasing them enables users to level up more
quickly or to unlock features that would’ve otherwise
been time-consuming
7 P’s: Product
Business Goods
• Various goods not for final consumption
but for producing other goods or providing
services.
• Business goods contrast with consumer goods,
where no further processing is required to
obtain their benefits.
7 P’s: Product
Intermediate Goods
• Are goods sold between industries for resale or
the production of other goods. These goods are
also called semi-finished products because
they are used as inputs to become part of the
finished product.
7 P’s: Product
Services
• Are the non-physical, intangible parts of
our economy. Intangible Activities.
Services are amenities, facilities, benefits
or help provided by other people.
7 P’s: Product
Services
A. Consumer Services
-are intangible products or actions that are typically
produced and consumed simultaneously.
B. Professional Services
-are nonphysical products or services that individuals or
companies provide to customers to help them manage or
improve a specific area of their businesses.
7 P’s: Product
Product-led Marketing
In a marketing mix, product considerations involve
every aspect of what you're trying to sell. This
includes:
• Design • Packaging
• Quality • Market positioning
• Features
• Options
7 P’s: Product
There are five components to successful product-led

marketing that are important for product marketers to
take into consideration:
1. Get out of the way. Let your product or service sell itself.
2. Be an expert (on your customers).
3. Always be helping.
4. Share authentic stories.
5. Grow a product mindset. Focus on your product before
you consider how to sell it.
7 P’s: Place
• It represents the location where the buyer and seller

exchange goods or services.
• Ensures that the product is distributed properly and
accessible in a convenient location at the right time
and at right quantity
• It is a crucial part of the marketing mix.
• It is also called as "distribution channel.”
7 P’s: Place
But what if:
• Customers are not near a retailer that is selling the
product?
• A competing product is stocked by a much wider
range of outlets?
• A competitor is winning because it has a team of
trained distributors or sales agents who are out there
meeting customers and closing the sale?
7 P’s: Place
7 P’s: Place
Different Stages of Distribution Channel
Channel 1 contains two intermediaries. These
intermediaries are the wholesalers and retailers.
Channel 2 is a distribution channel where there is

one intermediary involved in between manufacturer
& customers. This intermediary is termed as a
retailer.
7 P’s: Place
Channel 3 is called a "direct-marketing" channel,
since it has no intermediary levels. In this case the
manufacturer sells directly to customers.
7 P’s: Place
Factors to consider while deciding on market mix
place:
1.Avoid Competition- avoid opening up shop
next to one of your competitors. If your
competitors already have a loyal customer
base then this could affect your sales.
7 P’s: Place
2.Visibility- It's always better to have an office in the main road
instead of behind a building on a deserted street of the
neighborhood. The location may cost more initially but in the
long run your business increases and more people will find out
about your offerings.
3. High footfall- Find out the density of traffic in the area you
want to set up your business in. If people rarely visit the place for
their purchasing requirements, then even a good business plan
would not be sufficient to ensure growth. Footfall is an important
indicator of how effectively a business brand and marketing are
attracting consumers.
7 P’s: Place
4.Accesibility- Make sure that your business location is easily
accessible to potential customers to inquire about your offerings.
Nobody would go out their way to reach you when there are
similar businesses that are easily reachable.
7 P’s: Price
• The only P in the marketing mix that
generates profit.
• Price is something given in return for a
product or service in a commercial
exchange
• The amount of money you charge for your
product or service.
7 P’s: Price
Price is determined by different factors…
1. What a buyer is willing to pay.
2. What a seller is willing to accept.
3. The competition is allowing to be
charged.
7 P’s: Price
Importance of a right pricing strategy:
• In markets with dynamic volume and price
pressure, the right pricing approach is essential
to remain competitive.
• Helps you define the particular price at which
you can maximize profits on sales of your
product or service
7 P’s: Price- Different pricing strategies
1. Penetration Pricing- used by companies to

attract costumers to a product or service by
offering a lower price than its competitors during
the initial launch to gain a market share.
2. Skimming Pricing- companies charge the
highest possible price for a new product then
lower the price over time as the product
decrease in popularity.
3. Competition Pricing
• uses the competitors’ prices as benchmark and
doesn’t consider the cost of its product and
consumer demand.
Three options in competition pricing:
a) To offer a lower price than the competitor
b) Offer the same price as the competitor
c) To offer a higher price than the competitor.
4. Product- line Pricing

• Involves the separation of goods and services
into cost categories in order to create various
perceived quality levels in the minds of
consumers.
5.Bundle pricing
• Companies group several products into a bundle
and sell them a at a single price, rather than
attribute individual prices to each item.
6. Premium Pricing
• A pricing strategy wherein companies charge
their products high to present the image that their
products are high-value, luxury, or premium.
7. Psychological Pricing
• A strategy that uses pricing to influence
costumers’ spending or shopping habits to make
more or higher value sales.
Kinds of Psychological Pricing

a) Charm effect
b) Premium effect
c) Comparative
d) BOGO (buy one get one)
8. Optional Pricing
• the practice of selling one main product at a
normal price, then selling accessories for that
product at a higher price.
9. Cost-plus Pricing
• Involves adding a markup to the cost of goods
and services to arrive at a selling price
Formula for computing the cost-plus pricing:
Selling Price= cost (1+markup percentage)
• Material cost
• Labor cost
• Overhead cost
10. Cost- based Pricing

• A pricing method in which a fixed sum or a
percentage of the total cost is added (as income
or profit) to the cost of the product to arrive at its
selling price.
11. Value- based Pricing
• A price- setting strategy where prices are set
primarily on consumers’ perceived value of the
product or service.
12. Freemium Pricing

• Combination of the word “free” and
“premium”
• Companies offer a free version of their
product and create a premium version
hoping that consumers will eventually pay
and upgrade the product to access more
features.
13. Economy Pricing
• A strategy where a company decrease the overall
cost of production to produce a cheap product but at
high volume.
14. Loss Leader Pricing
• Products are sold below their cost so companies
can attract more costumers or sell unwanted stocks
to get consumers in the door to buy other higher
priced products.
7 P’s: Promotion
• Promotion is the fourth P in the Marketing
Mix. Promotion refers to the complete set
of activities, which communicate the
product, brand or service to the user
• The idea is to create an awareness, attract
and induce the consumers to buy the
product, in preference over others
7 P’s: Promotion: Promotional Mix
1.Advertising- It is the business or act of making
something known to the public.
a) Radio- Advertising by means of radio gives
the advantage of selecting the territory and
audience to which the message is to be
directed. It is also cheaper than TV
advertising.
b)Television- This is the latest and the fast -
developing medium of advertising and is getting
increased popularity these days.
Example:
c) Print- The print media carry their messages
entirely through the visual mode. These media
consist of newspapers, magazines and direct
mail.
Example:
d) Electronic- You can also advertise
electronically through your company website and
provide important and pertinent information to
clients and customers.
Example :
e) Word of mouth- Means that your customers tell
other people about your
business and their experience using your product
or services.
f) Generic- Generic advertising is advertising for
a generic product rather than a
particular brand.
2. Public relation or pr
• in public relations, the article that features your
company is not paid for. The reporter, whether
broadcast or print, writes about or films your
company as a result of information he or she
received and researched.
3. Personal Selling
• Personal selling occurs when an individual
salesperson sells a product, service or solution
to a client. Salespeople match the benefits of
their offering to the specific needs of a client.
Today, personal selling involves the
development of longstanding client
relationships.
Five stages of personal selling process:
Making
The sales Objection Closing the
Prospecting first
call handling sale
contact
4. Sales Promotion
• Sales promotion is any initiative undertaken by
an organization to promote an increase in
sales, usage or trial of a product or service.
Sales Promotion Techniques:
a) Free Gifts d) Costumer Contest
b) Free Samples e) Special Pricing
c) Free Trial
Free gifts: Free samples:
Free trial: Costumer contest: Special Pricing:
5. Direct marketing
• promotional method that involves presenting
information about your company, product, or
service to your target customer without the use
of an advertising middleman. It is a targeted
form of marketing that presents information of
potential interest to a consumer that has been
determined to be a likely buyer.
Forms of Direct Marketing:
a) Brochure h) Text messages
b) Coupons i) Phone calls
c) Catalogs
d) Emails
e) Fliers
f) Phone calls
g) Newsletters
7 P’s: People
• This includes everyone who involved in
the product or service whether directly or
indirectly. All these people have their own
roles to play in the production, marketing,
distribution and delivery of the products
and services to the customers
7 P’s: People
People in the marketing mix might be:
1. Costumer service providers
2. Sales staffs
3. Advisors/ experts
4. Administrative staffs
5. Support staffs
7 P’s: Packaging
• Refers to the materials used to wrap or
protect goods.
• It is also the process of showing,
presenting, or describing your product in a
favorable way.
• Also informs the costumer immediately
about what the product is.
7 P’s: Packaging
Five Basic Functions of Packaging
1. Protection- provides protection for the effects
of time and environment for the natural and
manufactured products.
a) Natural deterioration
b) Physical protection
c) Safety
d) Waste reduction
7 P’s: Packaging
2. Containment- this involves merging of unit loads
for shipping.
3. Information- the packaging conveys necessary
information to the consumers
4. Utility of use- The convenience packaging has
been devised for foods, household chemicals, drugs,
adhesives, paints, cosmetics, paper goods and a host
of other products
7 P’s: Packaging
5. Identification- packaging helps to
distinguish from one brand to another.
6. Convenience- Wholesalers, retailers,
middlemen, warehouse keepers and
consumers demand convenience in
packaging i.e. they should be light-weight
and conveniently packed so as to be carried
by hand
7 P’s: Packaging
7. Promotion-companies use attractive
colors, logos, symbols and captions to
promote the product that can influence
customer purchase decision.
7 P’s: Packaging
Packaging decisions:
i. Packaging concept
ii. Engineering test
iii. Visual test
iv. Dealer test
v. Consumer test.
7 P’s: Positioning
• Refers to a process used by marketers to create
an image in the minds of a target market. It is
designed to improve the image and visibility of a
brand, company, or product.
Examples:
1. McDonald’s positions itself as a place to get quick and
cheap meals
2. Microsoft and Apple position themselves as a tech
company that offers innovative and user-friendly
products.
7 P’s:Positioning
THREE BASIC CONCEPT FOR POSITIONING
1. FUNCTIONAL POSITIONS- This is used when the
brand or products provide solutions to problems,
provide benefits to customers, and get a favorable
perception from investors, stockholders, and
consumers.
2. SYMBOLIC POSITIONS- It deals with self-image
enhancement, ego identification, belongingness, social
meaningfulness, and affective fulfillment.
7 P’s:Positioning
3. EXPERIENTIAL POSITIONS- It creates sensory and
cognitive simulation in the minds of the customer.
7 P’s:Positioning
POSITIONING PROCESS
• A continuous and reiterative process which
companies do to ensure strong, positive and
stable positioning in a consumer’s mind.
Positioning process enables companies to
define the positioning of a brand, product or
service.
7 P’s:Positioning
Steps of the positioning process:
1. Confirm your understanding of market dynamics
2. Identify your competitive advantages
3. Choose competitive advantages that define your
market “niche”
4. Define your positioning strategy
5. Communicate and deliver on the positioning
strategy
7 P’s:Positioning
Step 1: Confirm Your Understanding of Market Dynamics
- At the start of the positioning process, you need a firm
understanding of your target market and answers to the
following questions:
• Which target segment will your positioning strategy
focus on?
• What factors do consumers think are important to
consider before making a purchase decision?
• What do customers think about your competitors in the
same category?
7 P’s:Positioning
Step 2: Identify Your Competitive Advantages
- Competitive Advantage refers to the factors that allow you to
outperform the competition. This enables a business to achieve
and maintain stronger profitability, a better growth profile, or
greater customer loyalty. A competitive advantage is often
referred to as a “ protective moat.”
• Competitive advantage may come from the following:
1. Price
2. Features
3. Benefits
7 P’s:Positioning
Step 3: Choose Competitive Advantages That Define Your
Niche
- Your list of competitive advantages represents a set of possible
positioning strategies you could pursue for your product. Next step is to
examine how these factors fit into customer perceptions of your
broader competitive set. A perceptual map is a great tool for this step.
Perceptual map allows marketers to understand about the gaps that
currently exist in the market and where their product can easily fit in. It
helps you to easily analyze the gaps representing opportunities in niches
that are currently not being addressed by the existing products.
7 P’s:Positioning
Step 4: Define Your Positioning Strategy
7 P’s:Positioning
Step 5: Communicate and Deliver on the Positioning
Strategy
It is an important step and begins with a
positioning statement.
• Positioning statement- a description of your
product and target audience and explains how it
fulfills a market need in a way that its
competitors don’t.
Your positioning strategy builds on a competitive
advantage and so it is important to deliver on the promises
you are making while positioning your product. You must
be able to meet the expectations that your positioning
strategy sets in your customers’ minds. You should design
your positioning strategy to endure over time, while
recognizing that it can and should be adjusted from time to
time to reflect changes in the competitive set, your target
segment, market trends, and so forth
Key Steps in Creating an Effective Market
Positioning Strategy:
1. Determine the company’s uniqueness by
comparing to competitors
2. Identify current market position
3. Analyze competitors’ positioning strategy
4. Develop a positioning strategy.
Lesson 2: Developing a Brand Name
What is Branding?
• Brand Name is a name, symbol, or other
feature that distinguishes a seller's goods or
services in the marketplace.
• Your brand is one of your greatest assets
because your brand is your customers' over-
all experience of your business.
Lesson 2: Developing a Brand Name
What is Branding Strategy?
• a long-term design for the development of a
popular brand in order to achieve the goals
and objectives.
• A well-defined brand strategy shakes all parts
of a business and is directly linked to
customer needs, wants, emotions, and
competitive surroundings.
Lesson 2: Creating a Brand Name
7 STEPS TO CREATE YOUR BRANDING
STRATEGY TO ATTRACT MORE COSTUMERS
1. CONDUCT LOCAL MARKET RESEARCH
• understand and know what it is that your target market
actually wants. You also have to consider the location of
your audience. But before you start surveying you need
to answer some core questions in regards to your
business structure and goals:
a. How large of a geographic area do you
serve?
b. How far are people willing to physically
travel to get your services?
c.How large is your local market?
d. How many competitors do you have? What
are their unique selling points?
2. MASTER YOUR BRAND MESSAGE
• • Your brand message should tell you what it
is that your audience values and needs most.
A branding message will include:
a.Brand Values
b.Your Unique Selling Point
c. Tone
d.Benefits
e.Calls-to-Action
THE BRAND MESSAGING FORMULA
If you are going to create a brand message or taglines, it
should put your audience front and center.
A local branding formula can be broken down like this:
” WE HELP [audience] IN [area] [achievement benefit]
THROUGH [services] THAT [features].”
Example: “We help victims of workplace injury in Candon
City, get the justice and compensation they deserve
through legal services that focus on aggressive yet
compassionate representation,”
3. IMPLEMENT LOCAL SEO
Local SEO is a search engine
optimization(SEO) strategy that helps your
business be more visible in local search results
on google. If you want to attract and engage
customers in your area, you will definitely need
local SEO. This is where you optimize your site
for local search results.
Your local SEO strategy should include:
a. A mobile-friendly and attractive website
design.
b. Fast website load speed.
c.Citation building in local and niche-related
directions.
d. Link building with high-authority websites in
your niche and local area.
4. BUILD STRATEGIC PARTNERSHIP
• A strategic partnership is a business
partnership that involves the sharing if
resources between twin or more individuals
or companies to help all involved succeed.
Strategic partners are usually non-competing
business and often share both the risks and
reward of the decisions of both companies.
FOCUS ON MUTUAL BENEFIT
This kind of relationship can work on person and
online. The goal is to build relationships that mutually
beneficial and funnel leads to each brand for different
(yet related) services.
As a marketer, you can help your clients build this
partnership through outreach and content marketing.
Some great platforms for this are Linkedln and email
marketing.
5. SHARE TARGETED CONTENT ON
SOCIAL MEDIA
• If your market research determined that your
audience is active on social media, and you
know those platforms are, then you can grab
the chance to create content that woks to
grab their attention
What to focus on contents?
a. Informative
b. Accurate
c.Relevant
d. Timely
e. Well-Written
f. Engaging
g. On-brand (tone, values, style)
Effective media contents Not effective media contents
A client video testimonial Sharing your latest blog
saying how working with a post without a caption.
lawyer helped them get the
compensated they deserve
An infographic about A trending video of a cat

navigating the legal process.
Sharing videos of actual work A rant about current

processes in your business events and politics
online.
6. ATTEND NETWORKING EVENTS
• People still value human connection, making
networking and in-person marketing highly
effective. Attending local networking events
help you build those strategic partnership,
and allows you to brush shoulder with some
big players in your industry, that may turn into
a potential client.
7. RUN PPC AND CAMPAIGN
• Launching a pay per click (PPC) ad
campaign could be a way to upgrade your
search engine marketing efforts. The primary
platforms for this are Google Ads and
Facebook Ads, and both allows you to target
a certain audience based on interested and
geographical location.
GOOGLE ADS VS. FACEBOOK ADS
Google Ads
You will bid on keywords that will trigger your ads to be
shown whenever a user searches for the term in google.
Facebook Ads
You can add a tracking pixel to your website in order
to remarket to users that have already visited your site.
Because of modern technology facebook comes up with
paid advertising features to help business and individuals
in their digital marketing campaigns. .
Lesson 2: Types of Branding
1. Personal branding
2. Corporate Branding
3. Individual branding
4. Attitude branding
5. Product branding
6. Service branding
7. Online branding
Lesson 2: Types of Branding Strategies
1. Purpose
Evernote: “Get
organized. Work
smart. Remember
everything.”
2. Consistency
Netflix: “We want to
entertain the world.”
3. Emotion
Uber’s Anti Racism
Billboard:
“Move the way you
want”
4. Flexibility
Starbucks: “To inspire and nurture the human spirit -

one person, one cup and one neighbor at a time.
5. Employee involvement
Microsoft Corp.: “Be what is next”

6. Loyalty
Shein: “She in, shine
out”
7. Competitive Awareness

7 Ps of Marketing and Branding

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7 Ps of Marketing and Branding

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Group 3

• The marketing mix is a concept that is

• The marketing mix was later refined by

• The original 4 P’s stands for product,

The 7Ps includes:

There are five components to successful product-led

• It represents the location where the buyer and seller

Channel 2 is a distribution channel where there is

1. Penetration Pricing- used by companies to

4. Product- line Pricing

Kinds of Psychological Pricing

Formula for computing the cost-plus pricing:

Selling Price= cost (1+markup percentage)

10. Cost- based Pricing

12. Freemium Pricing

An infographic about A trending video of a cat

Sharing videos of actual work A rant about current

Starbucks: “To inspire and nurture the human spirit -

Microsoft Corp.: “Be what is next”

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