7P’s of Marketing and Branding CHANNEL 3 is called a “direct-

The Marketing Mix (7P’s) in Relation to marketing” channel, since it has no

the Business Opportunity intermediary levels. In this case the
manufacturer sells directly to customers.
MARKETING MIX – is a set of controllable 3. PRICE – is the value of money in
and connected variables that a company exchange for a product or services.
gather to satisfy a customer better than its 4. PROMOTION – refers to a complete
competitor. set of activities, which communicate
the product, brand or service to the
THE 7P’s OF MARKETING MIX user.
5. PEOPLE – your team, a staff that
1. PRODUCT – refers to any goods or make it happen for you, your
services that are produced to meet audience, and your advertisers.
the consumers’ wants, tastes and 6. PACKAGING – refers to the outside
preferences. appearance of a product and how it
2. PLACE – represents the location is presented to the customers.
where the buyer and seller exchange 7. POSITIONING – refers to a process
goods or services. used by marketeers to create an
STAGE OF CHANNEL image in the minds of a target
DISTRIBUTION market.
DEVELOP A BRAND NAME
BRAND NAME – is a name, symbol, or
PRODUCER WHOLESALER RETAILER CONSUMER other feature that distinguishes a seller’s
goods or services in the marketplace.
- Your brand is one of your greatest
assets because your brand is your
PRODUCER RETAILER
customers’ over-all experience of
CONSUMER

your business.
BRAND STRATEGY – is a long-term
design for the development of a popular
brand in order to achieve the goals and
PRODUCER CONSUMER
objectives. A well-defined brand strategy
shakes all parts of a business and is
directly linked to customer needs, wants,
CHANNEL 1 contains two stages emotions, and competitive surroundings.
between producer and consumer – a BRANDING – is a powerful and
wholesaler and a retailer. A wholesaler sustainable high-level marketing strategy
typically buys and stores large quantities used to create or influenced a brand.
of several producers’ goods and then - As a strategy to distinguish
breaks into bulk deliveries to supply products and companies and to
retailers with smaller quantities. For small build economic value to both
retailers with limited order quantities, the customers and to brand owners, are
use of wholesalers makes economic sense. described by Pickton and Broderick
CHANNEL 2 contains one in 2001.
intermediary. Inn consumer markets, this COMMONLY USED BRANDING
is typically a retailer. A retailer is a STRATEGY
company that buys products from a 1. PURPOSE
manufacturer or wholesaler and sells According to Business strategy
them to end users or customers. In a Insider, purpose can be viewed in
sense, a retailer is an intermediary or two ways:
middleman that customers use to get a. FUNCTIONAL. This way
products from the manufacturers. focuses on the assessments of
success in terms of fast and
 profitable reasons. For relationship between you and your
example, the purpose of the existing customers sets the tone for
business is to make money. what potential customers can expect
b. INTENTIONAL. This way from doing business with you.
focuses on fulfillment as it 7. COMPETITIVE AWARENESS – do
relates to the capability to not be frightened of competition.
generate money and do well in Take it as a challenge to improve
the world. your branding strategy and craft a
2. CONSISTENCY – the significant of better value in your brand.
consistency is to avoid things that Marketing mix constitute of the
don’t relate to or improve your 7p’s in case of products – product,
brand. Consistency aids to brand price, place and promotion. In case
recognition, which fuels customer of services, it constitutes of 3 more
loyalty. P’s – people, packaging, and
3. EMOTION – there should be an positioning.
emotional voice, whispering “Buy All P’s should be compatible in
Me”. This means you allow the marketing mix. The price is
customers have chance to feel that compatible with the product’s
they are part of your brand. placement. The product must be
o You should find ways to consistent with the promotion. In
connect more deeply and general, all P’s are connected
emotionally with your intrinsically.
customers. Make them feel As a result, when you make a
part of the family and use marketing mix, it becomes a chain
emotion to build relationships of strong bonds. Then these
and promote brand loyalty. connections will lead you to
4. FLEXIBILITY - Marketers should lengthen the chain. Whenever you
remain flexible to in this rapidly plan to add or change existing
changing world. Consistency targets features, you need to see the general
at setting the standard for your image which helps create a fresh
brand, flexibility allows you to product in marketing mix.
adjust and differentiate your Branding is absolutely critical to a
approach from your competition. business because of the overall
o According to Kevin impact it makes on your company.
Budelmann, “Effective identity Branding can change how people
programs require sufficient percept your brand, it can drive new
consistency to be identifiable, business and increase brand
but sufficient variation to keep awareness.
things fresh and human” so if TELEPHONE INTERVIEWS are less
your old tactics don’t work expensive and less time consuming, but
anymore, don’t be afraid to the disadvantages are that the response
change. It doesn’t mean it rate is not as high as the face-to-face
worked in the past it may still interview, but considerably higher than
work now. the mailed questionnaire.
5. EMPLOYEE INVOLVEMENT – it is FOCUS GROUP DISCUSSION (FGD) – is
equally important for your an excellent method for generating and
employees to be well versed in how screening ideas and concepts. It can be a
they communicate with customers moderated group interviews and
and represent the brand of your brainstorming sessions that provide
product. information on user’s needs and
6. LOYALTY – loyalty is an important behaviors.
part of brand strategy. At the end of
the day, the emphasis on a positive
The following are considerations in
the use of focus group discussions in
market research:
o The length of the session is
between 90 and 120 minutes.
o Usually, conduct focus groups
discussion with 8 to 10
participants per group.
o Assign an expert
moderator/facilitator who can
manage group dynamics.
o Use a semi-structure or open-
format discussion.
o Strive for consistency in the
group’s composition (for
example, it may not be
advisable to have business
customer and retail customers
in the same focus group, their
needs are very different)