The Marketing Mix

The 7Ps of Marketing

 Learning Competencies
Recognize the importance of marketing mix in the development of
marketing strategy
Describe the Marketing Mix (7Ps) in relation to the business
opportunityvis-à- vis:
Product;
Place;
Price;
Promotion;
People;
Packaging; and
Positioning
 Marketing
Marketing is about CREATING and
ACCUMULATING customers.
Marketing plans are designed to capture market
share and defeat competitors.
The marketing function and the marketing mix
serve the overall business strategy.
 The Marketing Mix
It is a marketing tool used in formulating
marketing tactics for a product or service.
A mix of right combination that will effectively
serve the customer’s needs and wants and at
the same time achieve the profitability
objective.
It is controllable by the entrepreneur.
 Challenges:
Product – What product or service is the most
appropriate for the opportunity, and why will
customers buy or avail them?
Place – What location is best suited for the
business?
Price – What is the most appropriate price, and
what pricing strategies will be used for the
target customers?
Promotion – What is the most effective
advertisement or combination of
advertisements?
People – What type of people need to be hired?
Packaging – What is the best packaging for the
product?
Processing – What sets the product or service
from the rest?
 Product
A product is any physical
good, service or idea
that is created by an
entrepreneur in serving
the needs of the
customers and
addressing their existing
problems.
Reasons Customers buy a product or avail a
service
Level 1: Core Benefits of the product or
service.
Coffee – to be energetic and alert for the
whole day
Spa – for relaxation
Shampoo – makes hair silky and smooth
Level 2: Physical Characteristics of the
Product or Service. Second layer of
selection
Coffee – more appealing packaging or
more aromatic smell
Spa – complete spa services
Shampoo – smells good
Level 3: Augmented Benefits of a
product or service. Benefits that
distinguish them from competitors.
Coffee – offer loyalty cards
Spa – offer membership cards for
discounts
 Place
It refers to the location or
the medium of
transaction. The
entrepreneur must
place the product or
service depending on
the needs of the
customers
It may be on-site or
online.
 Price
Price is the peso value
that the
entrepreneur assigns
to a certain product
or service after
considering its costs,
competition,
objectives, and
target market.
 Promotion
Promotion involves presenting the product or
service to the public. The main goal of
promotion is to gain attention.
Key marketing messages for promotion;
Product Image
Business Image
Business Values and Philosophy
 Promotional Tools
1. Advertising
Objectives
• Informing, educating and familiarizing the
public with the product or service .
• Building a trustworthy image
• Increasing sales
Advertising through: Television, Radio, Internet,
Mobile phones, Print and out-of home ads.
 Promotional Tools
2. Selling-act of trading a product or service for a
price or a fee.
3. Sales Promotions – short-term promotional
gimmicks wherein practical incentives and
appealing activities are incorporated to entice
the customers to buy. Also called “below-the
line” promotions
 Promotional Tools
4. Public Relations – These are image-building
initiatives of the entrepreneur to make the
name of the business reputable to
stakeholders.
PR Strategies
Press conference
Launching events
Social responsibility events
 People
People –
Manpower
needed by the
entrepreneur.
 Packaging
Packaging is how the
product is presented to
customers. It is the
overall identification of
the product.
Packaging must be
pleasing to the
customer’s eyes.
Packaging is the “silent
salesman”
 Process
Process is a step-by-step procedure or workflow
that the entrepreneur or employees follow to
effectively and efficiently serve customers.
Internal Process (Back office operations)
External Process – actual servicing where
customers are part of the process
 Fundamentals of Brand Management

A Brand refers to the identity of a company, of a

product or service. It is a symbol of promise or
assurance from the entrepreneur that what it
purports to the customers will happen
A brand sets the image of the business to the
public.
 Branding
Branding is the process of integrating the
strategies formed from the marketing mix to
give an identity to the product or service.

It is a marketing practice in which a company

creates a name, symbol or design that is easily
identifiable as belonging to the company. 
Brands
 Activity
Create a “unique and memorable” brand
identity of your product.
It should include logo, tagline, appropriate
colors and fonts.
Marketing mix should be integrated into your
brand.
 Rubrics
Criteria Details Points
Depth of How well 25
Planning thought-out was
the groundwork
Creativity How impressive 15
are the proposed
brand elements
Impact How likeable is 10
the brand