MARKETING MIX

"Marketing mix" is a general phrase used to describe the different kinds of choices organizations
have to make in the whole process of bringing a product or service to market. The 4Ps is one way
– probably the best-known way – of defining the marketing mix, and was first expressed in 1960
by E. J. McCarthy in his book, "Basic Marketing - A Managerial Approach."
The 4Ps are:

 Product (or Service).

 Price.

 Place.

 Promotion.

Together we have 7 P’s of Marketing

What are the 7 P’s of Marketing

 Products/Services: How can you develop your products or services?

 Prices/Fees: How can we change our pricing model?

 Place/Access: What new distribution options are there for customers to experience our
product, e.g. online, in-store, mobile etc.

 Promotion: How can we add to or substitute the combination within paid, owned and
earned media channels?

 Physical Evidence: How we reassure our customers, e.g. impressive buildings, well-

trained staff, great website?

 People: Who are our people and are there skills gaps?

 Process: How do attract customers?

Example: Anytime Fitness’s marketing mix
(To inculcate better understanding)

As the world’s largest fitness chain, with over 4,200 clubs in 33 countries, Anytime Fitness have
gained a huge market share with three hundred thousand people joining clubs each year.
Let’s look at how their business model fits into the 7p’s marketing mix.
Product: Use of the gym equipment, classes and facilities, taking a ‘no frills’ approach.The
equipment is basic but plentiful, making the time spent in the gym practical and efficient for
customers with little ‘extra’ incentive to do anything other than exercise.
Price: Anytime Fitness is certainly competitive in the low price gym market – typically costing
$30-36 a month. It’s able to charge slightly more costly because of its plentiful locations, making
it a more convenient option for customers. They also use dynamic pricing depending on
affluence of location.
Place:  You’d find Anytime Gyms across the U.S. and because of its ‘no frills’ approach, it is
able to set up shop in a variety of buildings. With no swimming-pools or sports pitches to take up
space, it can use old offices in dense urban areas at lower rental costs.
Promotion:  It’s marketing agency, GdB, was key in determining the types of message that hit
home, or more specifically, the types that didn’t.
Research revealed that consumers found typical gym ad messaging centred on physically fit,
attractive models to be intimidating. This isolated less fit consumers who actually make up the
majority of the population.
Anytime Fitness adopts a more consumer-centric tone, featuring people of more shapes and ages
than other gyms, urging them to improve their health through exercise.
Paradoxically, Anytime Fitness found its niche amongst the majority of the population by being
attentive to their opinions, offering a safe space for anyone to exercise, not just the very fit.
People: Anytime Fitness employ very few people to help deliver their product, especially when
it comes to the day-to-day running of the gyms. The majority are freelance personal trainers who
generate revenue from customers that request their services. This helps keep the business model
lean.
By employing fitness professionals, they ensure the continuity of their health and fitness message
throughout all arms of the business, whilst giving consumers something to aspire to.
Process:It’s a frontrunner in the digitization process, making signing up, booking exercise
classes and contacting staff simple through their app. Customers are given autonomy over their
memberships, with the flexibility to cancel and freeze with the possibility of re-opening at
anytime.
Physical Evidence:Being a highstreet-based service, Anytime Fitness has a strong physical
presence, coupled with the on-brand personnel who help deliver the service. Combining this with
the wealth of digital media creates a more rounded experience for the customer.