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Marketing mix is ​​a marketing strategy that helps companies develop products and services while keeping the target market in mind This marketing mix strategy involves 7 elements or known as the 7P, namely Product, Price, Place, Promotion, People, Process, and Physical Evidence. 

Initially the marketing mix started with the 4P, but as marketing grew and complexity grew, the marketing mix added 3P to formulate a more effective marketing strategy. 

The 7P marketing mix is ​​a combination of elements that specifically help companies to develop the right products/services and reach the right customers at the right time. 
 1. Product 

Product refers to anything that a company sells whether it is a physical product or a service developed to meet a core customer need. The product or service will always be at the center of the strategy and will affect every aspect of the marketing mix. When thinking about a product, consider factors such as its quality, specific features, packaging, and the problem it will solve for your customer. Customers need to know what they can get from your product and why your product is better than the competition. 
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Examples of Product elements, such as Starbucks which was founded solely to make coffee drinks with good quality and easy to obtain. Starbucks' marketing approach is very focused on the product and the quality of the product it delivers to its customers. 

 2. Price 

One very important element of the success of a product is the price of the product / service that you offer. Pricing itself is a very complex element in the 7P's marketing mix. The price you set should reflect the customer's perceived value of your product, correlate with your budget, and definitely make a profit. Pricing has a huge impact on the success of your business and can affect your marketing strategy, sales, and product demand. Price is also a strong indication of position in the market against competitors. So when you set your prices, consider your competitors. 

An example of the pricing model used by Coca-Cola is the Competitive Pricing Strategy. Coca-Cola's main goal is to penetrate the market and achieve the highest share without compromising the customer base and product position. By offering a slightly lower price, Coca-Cola has a high chance of becoming the consumer's choice. This is a simple strategy, but very competitive. 

3. Place 

Place is the channel where the customer makes a purchase and includes every distribution channel. This place can be a physical store, an online store, an app, social media, or a website. You need to get a clear understanding of your customers if you want to reach customers and make a profit. Consider where your customers will look for your products/services or where customers spend most of their time deciding which place or distribution medium will best suit your customers. 

An example of this element is McDonald's, which has branches almost all over the world. Almost every country has a McDonald's franchise and every country has a unique menu with guaranteed food standards that are delicious, fast and cheap. 

4. Promotion 

Promotion in the marketing mix is ​​about communicating a message to customers to generate awareness, interest or action. The essence of promotion lies in the activities carried out by marketers in telling customers about the product/service and how to sell the product/service to the customer. Companies in all industries are experimenting with different ways to advertise, promote and sell their products in the best possible way to attract customers. Examples of promotional elements such as CEOs speaking in seminars are reinforced by social media ads such as LinkedIn 

5. People 

People in the marketing mix refer to anyone who is directly or indirectly involved in the company's business. Brands are not only customers, but include staff within the company such as the sales team, customer service team, and all those involved in the marketing and sales process. Customer service is becoming a must for any customer centered business. The company must ensure that everyone who represents the company has a friendly, professional, intelligent, and fully trained attitude to provide the best customer experience. 

6. Process 

Process refers to how you deliver the product to the customer. Basically a process describes a series of actions involved in bringing a product/service into the hands of the customer. The easier and faster the delivery process to customers, the happier customers are. In this digital age, bad reviews have the power to destroy them. So make sure every part of the buyer journey is smooth and efficient. 

7. Physical Evidence 

Physical evidence provides clues about the quality of experience offered by a business. Physical evidence is especially useful when a customer has never purchased from your business and needs a guarantee. Physical evidence is important because of the intangible nature of services. Customers need to get some real clues to make them sure to buy your product. Think website, branding, social media, logos, store décor, product packaging, or email. All of those elements offer your customers the physical evidence they need to ensure that your business is viable, reliable and real.