MARKETING MIX

SMARTPHONE
EXPLANATION OF 9 P’S

The 9 P's of the marketing mix is an

extension of the traditional 4 P's
framework (Product, Price, Place,
and Promotion) and incorporates
additional elements that are
crucial for the success of a
marketing strategy. These
additional P's include Physical
Evidence, Process, Payment,
People, and Packaging. Let's dive
into each of them:
 PRODUCT
 This refers to the tangible or intangible
offering that a company provides to
meet the needs and wants of its target
market. It includes not only the physical
product but also its features, quality,
design, branding, and any associated
services.
PRICE
 Price is the amount of money customers
are willing to pay for a product or service.
Setting the right price is crucial as it
affects the perceived value of the
product, profit margins, and market
positioning. Pricing strategies can include
discounts, bundling, value-based pricing,
and more.
 PLACE
 Place, also known as distribution, deals
with the channels and locations through
which customers can access and
purchase the product or service. It
involves decisions related to distribution
channels, retail partners, online presence,
and logistics
PROMOTION
 Promotion encompasses all the activities
and communication efforts used to
inform, persuade, and influence potential
customers to buy a product or service.
This includes advertising, public relations,
sales promotions, social media marketing,
and other promotional tactics.
 PHYSICAL EVIDENCE
 Physical evidence is particularly relevant
in service marketing. It refers to the
physical elements that customers
encounter during their interaction with
the service provider. This can include the
service environment, facilities,
equipment, signage, and other tangible
cues that shape the customer's
perception of the service quality.
PROCESS
 Process refers to the procedures, systems,
and methods used to deliver a product or
service. It involves everything from the
way a product is manufactured to the
steps involved in delivering a service. An
efficient and customer-friendly process
can enhance the overall customer
experience.
 PAYMENT
 Payment relates to the methods and
terms of payment accepted by the
business. It includes considerations such
as credit card payments, cash on
delivery, installment plans, and any
financial arrangements that make it easy
for customers to make a purchase.
PEOPLE
 People are an essential part of the
marketing mix, especially in service
industries where customer interactions are
frequent. It includes employees,
salespeople, customer service
representatives, and anyone who directly
interacts with customers. Well-trained and
motivated personnel can have a
significant impact on customer
satisfaction.
 PACKAGING
• Packaging refers not only • Incorporating all nine Ps
to the physical
packaging of a product
but also to its overall
presentation. It includes
aspects like branding,
labelling, design, and
how the product is
presented on the shelf or
online. Effective
packaging can attract
customers and convey
important information
about the product.
into a comprehensive
marketing strategy
ensures that a business
addresses various
aspects of its product or
service and the customer
experience. This holistic
approach helps
businesses better meet
customer needs and
achieve their marketing
objectives.
MARKETING MIX FOR SMARTPHONE
 Let's take a smartphone as our chosen product and develop a marketing mix for it. The
smartphone market is highly competitive and dynamic, making it an interesting product
to analyse in terms of the 9 Ps of marketing.

1. Product:

 Features: Develop a high-quality smartphone with the latest technology, such as a

powerful processor, excellent camera system, long-lasting battery, and a user-friendly
operating system.

 Variety: Offer a range of models with different price points and features to cater to
various customer segments.

 Branding: Create a strong brand identity with a memorable name, logo, and tagline.

 Quality: Ensure the product is durable, reliable, and built with premium materials.

 Warranty: Provide a comprehensive warranty and after-sales support.

2. Price:

 Pricing Strategy: Implement a skimming pricing strategy initially for high-end models,
gradually lowering prices as new models are released.

 Discounts: Offer trade-in discounts for older models and bundle deals with accessories.

 Payment Options: Provide flexible payment options, including instalment plans and
online payment methods.
3. Place:
 Distribution Channels: Utilize a multi-channel distribution strategy, including online (e-commerce website) and offline (brick-
and-mortar stores, authorized resellers).
 Geographic Reach: Ensure availability in key markets globally and expand into emerging markets.
 Inventory Management: Maintain efficient inventory levels to meet demand without overstocking or understocking.

4. Promotion:
 Advertising: Run multimedia advertising campaigns, including TV, radio, online ads, and social media, emphasizing the
smartphone's unique features and benefits.
 Public Relations: Engage in positive PR activities, such as product reviews and partnerships with influencers and tech
bloggers.
 Sales Promotions: Periodically offer special promotions, like limited-time discounts or buy-one-get-one deals.
 Events: Organize product launch events and participate in industry trade shows.

5. Process:
 Customer Support: Provide 24/7 customer support through various channels, including phone, email, chat, and social media.
 Order and Delivery: Streamline the online purchasing process with a user-friendly website and fast, reliable delivery options.
 R&D and Innovation: Continuously invest in research and development to stay ahead in technology and design.
 Feedback Loop: Collect and analyse customer feedback to improve product features and services.
6. Physical Evidence:
 Store Layout: Design physical stores with attractive and interactive displays to showcase the products.
 Packaging: Create visually appealing and eco-friendly packaging that reflects the brand's identity.
 Product Presentation: Ensure that the product itself is aesthetically pleasing and well-designed.

7. Payment:
 Payment Methods: Accept a variety of payment methods, including credit/debit cards, digital wallets, and
cash.
 Security: Implement robust security measures to protect customer payment information.
 Transparent Pricing: Clearly communicate the pricing structure to customers, including any additional fees
or charges.

8. Packaging:
 Functional Packaging: Design packaging that not only protects the product but also enhances the
unboxing experience.
 Sustainability: Emphasize eco-friendly packaging materials and practices to align with environmental
concerns.
 Branding: Use packaging as a branding tool, with the brand's logo and colors prominently displayed.
• 9. People:
 In summary, marketing a high-end
• Customer Service: Train
customer service
representatives to be
knowledgeable, helpful, and
empathetic.
• Sales Team: Ensure sales staff
is well-informed about the
product to assist customers
effectively.
• Product Development Team:
Foster a culture of innovation
and customer-centric design
within the product
development team.
smartphone involves creating a
product with outstanding features,
pricing it at a premium, distributing it
through the right channels, promoting
its exclusivity, ensuring a smooth
purchasing process, emphasizing the
product's physical appeal, offering
various payment options, using
appealing packaging, and having well-
trained staff and brand ambassadors to
represent the product. A well-executed
marketing mix will help the company
effectively reach its target audience
and position the smartphone as a top-
tier choice in the market.