The 7 Ps of Marketing.docx
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The 7 Ps of Marketing.docx
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The7PsofMarketing
The7PsofMarketing
Takechargeofyourmarketingeffortsandbeatthecompetitionwith
thissimpleformula.
May17,2004
ByBrianTracy
URL:
http:
//www.E
Onceyou'vedevelopedyourmarketingstrategy,thereisa"SevenP
Formula"youshouldusetocontinuallyevaluateandreevaluateyour
businessactivities.Thesesevenare:
product,price,promotion,
place,packaging,positioningandpeople.Asproducts,markets,
customersandneedschangerapidly,youmustcontinuallyrevisitthese
sevenPstomakesureyou'reontrackandachievingthemaximum
resultspossibleforyouintoday'smarketplace.
Product
Tobeginwith,developthehabitoflookingatyourproductasthough
youwereanoutsidemarketingconsultantbroughtintohelpyour
companydecidewhetherornotit'sintherightbusinessatthistime.
Askcriticalquestionssuchas,"Isyourcurrentproductorservice,
ormixofproductsandservices,appropriateandsuitableforthe
marketandthecustomersoftoday?
"
Wheneveryou'rehavingdifficultysellingasmuchofyourproductsor
servicesasyou'dlike,youneedtodevelopthehabitofassessing
yourbusinesshonestlyandasking,"Arethesetherightproductsor
servicesforourcustomerstoday?
"
Isthereanyproductorserviceyou'reofferingtodaythat,knowing
whatyounowknow,youwouldnotbringoutagaintoday?
Comparedto
yourcompetitors,isyourproductorservicesuperiorinsome
significantwaytoanythingelseavailable?
Ifso,whatisit?
Ifnot,
couldyoudevelopanareaofsuperiority?
Shouldyoubeofferingthis
productorserviceatallinthecurrentmarketplace?
Prices
ThesecondPintheformulaisprice.Developthehabitofcontinually
examiningandreexaminingthepricesoftheproductsandservicesyou
selltomakesurethey'restillappropriatetotherealitiesofthe
currentmarket.Sometimesyouneedtoloweryourprices.Atother
times,itmaybeappropriatetoraiseyourprices.Manycompanieshave
foundthattheprofitabilityofcertainproductsorservicesdoesn't
justifytheamountofeffortandresourcesthatgointoproducing
them.Byraisingtheirprices,theymayloseapercentageoftheir
customers,buttheremainingpercentagegeneratesaprofitonevery
sale.Couldthisbeappropriateforyou?
Sometimesyouneedtochangeyourtermsandconditionsofsale.
Sometimes,byspreadingyourpriceoveraseriesofmonthsoryears,
youcansellfarmorethanyouaretoday,andtheinterestyoucan
chargewillmorethanmakeupforthedelayincashreceipts.
Sometimesyoucancombineproductsandservicestogetherwithspecial
offersandspecialpromotions.Sometimesyoucanincludefree
additionalitemsthatcostyouverylittletoproducebutmakeyour
pricesappearfarmoreattractivetoyourcustomers.
Inbusiness,asinnature,wheneveryouexperienceresistanceor
frustrationinanypartofyoursalesormarketingactivities,beopen
torevisitingthatarea.Beopentothepossibilitythatyourcurrent
pricingstructureisnotidealforthecurrentmarket.Beopentothe
needtoreviseyourprices,ifnecessary,toremaincompetitive,to
surviveandthriveinafast-changingmarketplace.
Promotion
Thethirdhabitinmarketingandsalesistothinkintermsof
promotionallthetime.Promotionincludesallthewaysyoutellyour
customersaboutyourproductsorservicesandhowyouthenmarketand
selltothem.
Smallchangesinthewayyoupromoteandsellyourproductscanlead
todramaticchangesinyourresults.Evensmallchangesinyour
advertisingcanleadimmediatelytohighersales.Experienced
copywriterscanoftenincreasetheresponseratefromadvertisingby
500percentbysimplychangingtheheadlineonanadvertisement.
Largeandsmallcompaniesineveryindustrycontinuallyexperiment
withdifferentwaysofadvertising,promoting,andsellingtheir
productsandservices.Andhereistherule:
Whatevermethodof
marketingandsalesyou'reusingtodaywill,soonerorlater,stop
working.Sometimesitwillstopworkingforreasonsyouknow,and
sometimesitwillbeforreasonsyoudon'tknow.Ineithercase,your
methodsofmarketingandsaleswilleventuallystopworking,and
you'llhavetodevelopnewsales,marketingandadvertising
approaches,offerings,andstrategies.
Place
ThefourthPinthemarketingmixistheplacewhereyourproductor
serviceisactuallysold.Developthehabitofreviewingand
reflectingupontheexactlocationwherethecustomermeetsthe
salesperson.Sometimesachangeinplacecanleadtoarapidincrease
insales.
Youcansellyourproductinmanydifferentplaces.Somecompaniesuse
directselling,sendingtheirsalespeopleouttopersonallymeetand
talkwiththeprospect.Somesellbytelemarketing.Somesellthrough
catalogsormailorder.Somesellattradeshowsorinretail
establishments.Somesellinjointventureswithothersimilar
productsorservices.Somecompaniesusemanufacturers'
representativesordistributors.Manycompaniesuseacombinationof
oneormoreofthesemethods.
Ineachcase,theentrepreneurmustmaketherightchoiceaboutthe
verybestlocationorplaceforthecustomertoreceiveessential
buyinginformationontheproductorserviceneededtomakeabuying
decision.Whatisyours?
Inwhatwayshouldyouchangeit?
Whereelse
couldyouofferyourproductsorservices?
Packaging
Thefifthelementinthemarketingmixisthepackaging.Developthe
habitofstandingbackandlookingateveryvisualelementinthe
packagingofyourproductorservicethroughtheeyesofacritical
prospect.Remember,peopleformtheirfirstimpressionaboutyou
withinthefirst30secondsofseeingyouorsomeelementofyour
company.Smallimprovementsinthepackagingorexternalappearanceof
yourproductorservicecanoftenleadtocompletelydifferent
reactionsfromyourcustomers.
Withregardtothepackagingofyourcompany,yourproductorservice,
youshouldthinkintermsofeverythingthatthecustomerseesfrom
thefirstmomentofcontactwithyourcompanyallthewaythroughthe
purchasingprocess.
Packagingreferstothewayyourproductorserviceappearsfromthe
outside.Packagingalsoreferstoyourpeopleandhowtheydressand
groom.Itreferstoyouroffices,yourwaitingrooms,yourbrochures,
yourcorrespondenceandeverysinglevisualelementaboutyour
company.Everythingcounts.Everythinghelpsorhurts.Everything
affectsyourcustomer'sconfidenceaboutdealingwithyou.
WhenIBMstartedundertheguidanceofThomasJ.Watson,Sr.,hevery
earlyconcludedthatfully99percentofthevisualcontactacustomer
wouldhavewithhiscompany,atleastinitially,wouldberepresented
byIBMsalespeople.BecauseIBMwassellingrelativelysophisticated
high-techequipment,Watsonknewcustomerswouldhavetohaveahigh
levelofconfidenceinthecredibilityofthesalesperson.He
thereforeinstitutedadressandgroomingcodethatbecamean
inflexiblesetofrulesandregulationswithinIBM.
Asaresult,everysalespersonwasrequiredtolooklikea
professionalineveryrespect.Everyelementoftheir
clothing?
includingdarksuits,darkties,whiteshirts,conservative
hairstyles,shinedshoes,cleanfingernails?
andeveryotherfeature
gaveoffthemessageofprofessionalismandcompetence.Oneofthe
highestcomplimentsapersoncouldreceivewas,"Youlooklikesomeone
fromIBM."
Positioning
ThenextPispositioning.Youshoulddevelopthehabitofthinking
continuallyabouthowyouarepositionedintheheartsandmindsof
yourcustomers.Howdopeoplethinkandtalkaboutyouwhenyou'renot
present?
Howdopeoplethinkandtalkaboutyourcompany?
What
positioningdoyouhaveinyourmarket,intermsofthespecificwords
peopleusewhentheydescribeyouandyourofferingstoothers?
InthefamousbookbyAlReisandJackTrout,Positioning,theauthors
pointoutthathowyouareseenandthoughtaboutbyyourcustomersis
thecriticaldeterminantofyoursuccessinacompetitivemarketplace.
Attributiontheorysaysthatmostcustomersthinkofyouintermsofa
singleattribute,eitherpositiveornegative.Sometimesit's
"service."Sometimesit's"excellence."Sometimesit's"quality
engineering,"aswithMercedesBenz.Sometimesit's"theultimate
drivingmachine,"aswithBMW.Ineverycase,howdeeplyentrenched
thatattributeisinthemindsofyourcustomersandprospective
customersdetermineshowreadilythey'llbuyyourproductorservice
andhowmuchthey'llpay.
Developthehabitofthinkingabouthowyoucouldimproveyour
positioning.Beginbydeterminingthepositionyou'dliketohave.If
youcouldcreatetheidealimpressionintheheartsandmindsofyour
customers,whatwoulditbe?
Whatwouldyouhavetodoinevery
customerinteractiontogetyourcustomerstothinkandtalkaboutin
thatspecificway?
Whatchangesdoyouneedtomakeintheway
interactwithcustomerstodayinordertobeseenastheverybest
choiceforyourcustomersoftomorrow?
People
ThefinalPofthemarketingmixispeople.Developthehabitof
thinkingintermsofthepeopleinsideandoutsideofyourbusiness
whoareresponsibleforeveryelementofyoursalesandmarketing
strategyandactivities.
It'samazinghowmanyentrepreneursandbusinesspeoplewillwork
extremelyhardtothinkthrougheveryelementofthemarketing
strategyandthemarketingmix,andthenpaylittleattentiontothe
factthateverysingledecisionandpolicyhastobecarriedoutbya
specificperson,inaspecificway.Yourabilitytoselect,recruit,
hireandretaintheproperpeople,withtheskillsandabilitiestodo
thejobyouneedtohavedone,ismoreimpo
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