2. When the odds are in your favour….
• Amazon
• Apple Inc.
• Starbucks
3. And when they are against….
• Samsung Galaxy Note 7
• Volkswagen Phaeton
• Microsoft Zune
4. What is the need to stand out in crowd!!
“Don’t find customers for your products, find products for your
customers.” – Seth Godin
“Smart brands don’t just ride trend shifts. They start them.” –
Ann Handley
“Brand is just a perception, and perception will match reality over
time.” – Elon Musk
5. What sets a product apart from others?
• Are there distinctive features that make it stand out?
• Does it boast an innovative design?
• Is the quality superior compared to alternatives?
• How does its pricing compare in terms of competitiveness?
• Are customer preferences considered in the design and development
process?
• How does the brand communicate its unique selling propositions to
the target audience?
6. Lets take a look at the elements of marketing mix
for both product and service marketing.
8. Lets have a quick review of each of these and their strategic
applications
9. • Successful companies focus on product quality, innovation, design,
features, and branding.
• They strive to differentiate their products from competitors and
create a unique value proposition.
Product
10. • Companies employ various pricing strategies such as penetration
pricing, skimming pricing, or value-based pricing.
• Pricing decisions are influenced by factors like production costs,
competition, and perceived customer value.
Price
11. Place
• Successful companies strategically choose distribution channels,
whether through physical stores, online platforms, or a combination
of both.
• They aim to make their products easily accessible to the target
audience.
12. Promotion
• Promotion includes advertising, public relations, personal selling, and
sales promotions.
• Companies use a mix of these tactics to create awareness, build brand
image, and drive sales.
13. People
• Successful companies invest in training and development to ensure
that their employees understand the brand, product, and customer
needs.
• Positive interactions with personnel contribute to customer
satisfaction.
14. Processes
• Companies focus on streamlining and optimizing their business
processes to enhance efficiency and customer satisfaction.
• This includes order fulfillment, customer support, and any other steps
involved in delivering the product or service.
15. Physical Evidence
• This involves aspects like
packaging, branding, store
ambiance, and any physical
cues that contribute to the
overall customer perception.
• Positive physical evidence
reinforces the brand and
enhances the customer
experience.
16. Let's delve deeper into the strategic application of
each element in the marketing mix
17. PRODUCT
• Market Research: to understand customer needs and preferences
• Product Development: Innovate products based on market demands
• Product Positioning: Define the unique selling proposition (USP)
18. PRICE
• Value-Based Pricing: Pricing based on the perceived value of the
product
• Competitive Pricing: Analyze competitor pricing and strategically
• Dynamic Pricing: Dynamic pricing based on demand, seasonality
19. PLACE
• Channel Selection: Distribution channels should align with the target
audience
• Geographic Expansion: Determine the optimal geographic locations
for product distribution.
• Logistics and Supply Chain Management: Efficient delivery and
availability of products
20. PROMOTION
• Targeted Advertising: Ad messages to specific target demographics.
• Content Marketing: Valuable and relevant content to engage the
audience.
• Sales Promotions: Drive short-term sales or create buzz.
21. PEOPLE
• Training and Development: To enhance the skills and knowledge of
employees.
• Employee Engagement: Positive work environment to improve
employee satisfaction.
• Customer-Facing Staff: Equip customer-facing staff to be
knowledgeable and effective brand representatives.
22. PROCESS
• Efficiency Improvement: Identify and eliminate bottlenecks to
streamline internal processes.
• Continuous Improvement: Implement a culture of continuous
improvement to stay agile and responsive.
• Automation: Integrate technology to automate routine processes,
enhancing efficiency and accuracy.
23. PHYSICAL EVIDENCE
• Store Design and Layout: Enhance the overall customer experience.
• Branding Elements: Branding across physical touchpoints, reinforcing
brand identity.
• Packaging: Appealing and functional packaging that communicates
brand values.
24. Let's look into how specific companies have
implemented the 7Ps of the marketing mix and
availed the benefits
25. Product • Innovative and aesthetically pleasing products
• IPhone, iPad, Mac, and various software services
Price • Adopts a premium pricing strategy
• Positions its products as high-quality and exclusive
Place • Retail stores in high-traffic areas
• Sells products through its online store, ensuring a global presence.
26. People • Well-trained employees
• Fostering a customer-centric approach
Processes • Emphasizes seamless user experiences and customer support.
Promotion • Visually appealing advertising campaigns
27. Key Benefits Realized by Apple Inc.
• Brand Loyalty: Strong brand image, customer loyalty, dedicated user base
• Premium Positioning: Apple's premium pricing strategy has allowed it to
command higher profit margins.
• Innovation Leadership: Apple's focus on product innovation has positioned
it as a leader in the tech industry
• https://youtu.be/VksJjEhzyNE?si=HTwjQ3BfnvZZktQ_
28. Product • Offers a wide range of coffee beverages
• Introduces new items to meet changing customer preferences
Price • Tiered pricing based on product complexity and size
• Maintains a balance between premium and affordable options
Place • Strategically locates its stores in high-visibility areas
• Providing convenient access to customers
29. Promotion • Creative marketing and word-of-mouth
• Leveraging social media to engage with its customer base
People • Invests in barista training
• Creating a friendly and knowledgeable
Processes • Maintains consistency in product quality and service across its
global chain through standardized processes
30. Key Benefits Realized by Starbucks
• Global Presence: Starbucks' strategic placement of stores worldwide has
contributed to a strong global presence and brand recognition.
• Customer Experience: The emphasis on well-trained baristas and a
comfortable in-store atmosphere has led to a positive customer experience,
encouraging repeat business.
• Diverse Product Range: Regular introduction of new products keeps the menu
fresh and appealing to a broad range of customers.
https://youtu.be/v59HGuCCLkA?si=nWsU67LK7GBXD2uU (From 2:38 to 3:00)
31. Product • Focuses on fast fashion
• Provides trendy and affordable clothing
Price • Offers Affordable Pricing
• Accessible To A Broad Consumer Base
Place • Strategically places its stores in prime locations
• Sense of exclusivity and accessibility
32. Promotion • Relies on minimal advertising
• Store designs and product displays act as the primary
promotional tool
People • Staff is trained to understand and respond to fast-changing
fashion trends
• Dynamic in-store experience
Processes • Efficient supply chain processes
• Bring products to market rapidly
33. Key Benefits Realized by Zara
• Fast Fashion Success: Zara's fast fashion model and efficient supply
chain have enabled it to quickly respond to fashion trends, attracting
trend-conscious consumers.
34. • Market Differentiation: Zara's emphasis on store design and minimal
advertising has set it apart in the retail industry, appealing to a
specific market segment.
• https://youtu.be/es0F3A58rus?si=kiO0dIoxAWuergjb (From 2:05 to
5:20)
35. Product • Offers a diverse range of beverages
• Maintains a strong and recognizable brand identity
Price • Employs competitive pricing strategies
• Adapt prices to local markets
Place • Extensive distribution network
• Products are available globally through various
channels
36. Promotion Effective advertising and sponsorships
Associates the brand with positive emotions and experiences
People Customer-centric approach
Processes Standardized production processes
37. Key Benefits Realized by Coca-Cola
• Global Dominance: Extensive distribution network and effective
marketing have contributed to its global
• Brand Recognition: Consistent messaging have resulted in high brand
recall.
• Market Adaptability: The ability to adapt pricing and marketing
strategies to diverse markets has allowed Coca-Cola to thrive globally.
38. Product Offers an extensive range of products
Constantly expanding its product categories and services
Price Dynamic pricing strategies
Competitive prices and discounts
Place Amazon's online platform provides a convenient and efficient
way for customers to access a vast array of product
39. Promotion • Utilizes various digital marketing channels
• Personalized recommendations to promote products
People • Prioritizes customer service
• Invests in a responsive and efficient customer support
system
Processes • Efficient logistics and delivery systems
40. Key Benefits Realized by Amazon
• Market Dominance: Its extensive product range and efficient online platform
have solidified its position as a dominant player in e-commerce.
• Customer Convenience: Its emphasis on streamlined processes contribute to a
convenient shopping experience.
• Diverse Revenue Streams: Expansion into various services, such as AWS and
streaming, has diversified its revenue streams, contributing to overall financial
success
https://youtu.be/v59HGuCCLkA?si=rgNRRYkzsqwD2S32&t=103 (From 1:40 to
2:20)
41. Conclusion
• These companies' successful implementation of the 7Ps has led to a
combination of financial prosperity, market leadership, and positive
brand perception.
• The benefits they have achieved are a testament to the importance of
a well-rounded marketing strategy that addresses various aspects of
the customer experience and market dynamics.
