THE MARKETING MIX : 

Marketing Mix is a tool used by businesses and Marketers to help determine a 

product or brands offering. 

The Marketing Mix 7 Ps: 

   

 
1.Product​ ​- The Product should fit the task consumers want it for, it 
should work and it should be what the consumers are expecting to get. 

EXAMPLE ​: SHOPPING IN A CLOTHING STORE. 

1. BASIC SERVICE PROVIDED: Different varieties of cloth available at 

the store for the people. 

 
 
 

2. QUALITY OF SERVICE: availability of changing rooms , different brands 

available at store , staffs available to guide people. 
3. ACCESSORIES TO THE SERVICE: services like buy 1 get 1 free 
available  
4. SERVICES WARRANTIES: exchange of clothes if there is fault 
5. BRANDING : by giving discounts on clothes promoting the store 
accordingly. 

2. PLACE 

EXAMPLE​: ​Big Basket is a leading Indian ecommerce website focusing on 

grocery items being delivered. 

1.SERVICE INTERMEDIARIES :Big Basket offers a variety of products ranging 

from grocery to dairy products, to staples to meat products. 

2.CHANNEL MANAGEMENT : The customers place their orders online 

according to their needs. While doing so, they choose the delivery timings 
and the mode of delivery. It provides two types of deliveries: Standard and 
Express. Express delivery is done within two hours of placing the order and 
Standard is delivered on the next day. 

3.PROMOTION 

EXAMPLE ​:Big Basket marketing strategy  

1. SALES PROMOTION: The biggest marketing strategy they introduced 

was to name Shah Rukh Khan as their brand ambassador and launch 
TV, media and digital marketing campaigns which were aimed at 
 
 

gaining popularity and visibility amongst the masses, as celebrities 

tend to be very influential in the Indian set up.  

4.PRICING 

EXAMPLE: PRICING STRATEGY OF BIG BASKET  

I​ t tries to increase its margins by setting a nominal price of Rs.20 as a 

delivery charge for items ordered below Rs.1000. It also provides a nominal 
discount on the order of Rs.3000 or Rs.5000 and above to encourage 
households to buy their monthly groceries from Big Basket thus providing 
economies of scale.  

They mark up the prices of the groceries a little higher from the market 
prices so as to cover their high variable costs. 
Although there’s a markup in the price it still tries to keep the prices 
competitive with the other players in the market. 
 

5.PEOPLE​: 
EXAMPLE: BIG BASKET  
​ ith the scaling up of business, it has to constantly scale up the workforce 
W
to keep up with the operations since it is a very operation oriented business. 
The business works on the efficiency of the delivery guys who, if fail to 
deliver correctly or on time, and the customer service staff who, if fail in 
delivering optimal solutions, would lead to customer complaints and thus 
degrade the Big Basket brand amongst customers. 
 
6.PHYSICAL EVIDENCE: 
 
 
Physical Evidence of Big Basket is seen from the way that we get the delivery of the goods, the 
quality service provided by the customer care executives, the warehouse storage, 
transportation services etc. Hence this covers the marketing mix of Big Basket. 
 

7.Process of Service Delivery​ 

EXAMPLE: ​SERVICE DELIVERY OF BIG BASKET  
Whenever an order is received from the customer, it does the weighing, 
packaging and sends out the items for delivery on the customer-specified 
timing. The model of Big Basket is a hub and spoke model. It has a main 
warehouse in the city and many other distribution centers throughout the 
city where the goods are shipped for delivery. Currently, it has been 
focusing on implementing the hyper-local strategy where it has tie-ups with 
the local vendors to deliver goods within an hour or two.