SEVEN P’S

1. Positioning
2. Product
3. Packaging
4. Place
5. People
6. Price
I. Positioning

Three Overlapping Perspective

1.Enterprise Perspective
-scans the market environment and decides to
position itself with products that specifically
address the needs of a chosen target market.
2.Competitive Perspective
-the enterprise has to differentiate and distinguish
itself from its competitors.
 3.Customers Perspective-the way the
customers perceive the enterprise and its
products and services in their minds.

 The competitive landscape of the

enterprise, relative to its market, can be
clearly mapped out by laying out both
latitudinal and longitudinal market
dimensions.
Latitude- lays out what is important to the
different customer segments from their
different points of view. Certain customers
may claim that what is important to them
are the following;
1.Quality features of durability

2. Functionality

3. Style
4. Design

5. Aesthetic (pleasing in
appearance) Appeal There would
be customers who do not have the
purchasing power to afford any of
the above definitions.
Longitude - represent the product features
and attributes of competitors of the market
place. Most competitors would be offering
product features , which the major customer
segment want to buy.
Branding – serves three purposes.
1. To differentiate the product from other
products.
II. Product
- is the tangible (easily seen or recognized)
good (light, color, texture, shape, scent, sound,
temperature, taste, etc.) or the intangible (not
tangible) education’s intangible benefit) e.g.
peacefulness,`
II. Product
- is the tangible (easily seen or recognized)
good (light, color, texture, shape, scent, sound,
temperature, taste, etc.) or the intangible (not
tangible) education’s intangible benefit) e.g.
peacefulness, excitement, beauty, bliss, sorrow
service that the enterprise offers its customers in
order to satisfy their needs and to produce their
expected results.
Products are often identified with their brand
names to distinguish them from other products
in the market. Some products have built up such
a tremendous followership that their brand
names have become their best selling
proposition.
Products are often identified with their brand
names to distinguish them from other
products in the market. Some products have
built up such a tremendous followership that
their brand names have become their best
selling proposition.
A product is created to serve a customer’s
purpose. Thus, in making products, the
enterprise should list down the major
expectations of targeted customer’s in their
order of importance. After listing their
expectations, the enterprise should evaluate how
the product features stack up ( add up)
against competitors in meeting those
expectations.
4 General Types Of Products
1. Breakthrough Product- offer completely new
performance benefits. They may double the
performance at half the cost. They may be much
convenient and easy to use. They may create a new
demand.
2. Differentiated Products- try to claim a new space in
the mind of the customer different from the spaces
occupied by existing products. The performance
benefits maybe close to existing products but there
would be additional benefits on special aspects of
the products.
4. Copycat Products- will not make
much impression on the customers
mind.

5.Niche Products- do not intent to

compete directly with the giants.
III. Packaging- products came wrapped in
ordinary packaging that emblazoned (to write or
draw a name, picture, etc. on a surface so that it
can be easily seen very clearly ) the brand name,
the main attributes (good quality or features ) of
the product, he company’s logo and its place of
business.
- will also mean the bundle of products or services
that are put together to attract and delight
customers. It can also mean the terms the terms
and conditions attached to the sale or after sale of
the product.
Important purposes of Packaging
1. Identifies the product - describe its
features and benefits, and complies with
government rule on specifying its contents,
its weight, its chemical composition and its
effectivity.
2. Differentiates the product from its
competitors and even from other brand
offerings. For example, liquor brands
differentiate their premium scotch and
brandy offerings by packaging them in
ceramic bottles.
3. Lengthens the lifespan- many physically
protects, and extends the usefulness of the
product.
4. Environmental issue by itself – many
packages are discarded(to throw because it
is useless) after the contents. This generates
waste and will contribute to environmental
hazard. Recyclability and bio-degradability
are now a major concern of packagers and
consumers alike.
 5. Increased the cost – packaging must
possess its own value proposition for the
customers, as well as the enterprise.
Customers may be able to convert the
packaging into money if the packaging
were exchangeable for cash. Some
packaging are so beautiful , they can
create their own value as collectibles. k
III. Place
-the most compelling market strategy is to locate
the best place possible.
2 Major Place Determinants

1. Geography

1. Atmosphere
6 Decision Tensions of Geography
1. Concentration vs. Destination – many enterprise
prefer places where there is large concentration of
target customers. However, modern
transportations means and tyranny of living in
concrete jungles have opened opportunities for
destination places.
2. Access vs. Abundance-
Access is the ability to reach a place easily and
inexpensively. Neighborhood convenience stores and
nearby strip malls offer easy access to customers.
There is now more and more emphasis on huge malls
that offer an abundance products.
3. Clustered vs. Dispersed-
Clustered competitors allow customers
to choose from great variety of product
offerings. The clustering of many sellers
attracts many buyers. However, dispersed
competitors experience better business
results in certain industries.

4. Physical vs. Virtual- the customers must

physically transport themselves to the market.
Virtual place, the market goes to the
computers of customers.
5. Upscale vs. Downscale-Finally, there is
tension between choosing upscale places
versus downscale.
The more affluent or richer people spend
their money in upscale (appealing to people
who have a lot of money) places while
downscale places have the advantage of
attracting the masses who might have lower
purchasing power but greater in number.
 5 Decision tensions of Atmosphere
Atmosphere – is the state or condition of the
environment which affects the minds and mood of
customers, either in positive or negative way.
Atmosphere brings out the intangible qualities
which customers are looking.
1. Formal vs. Informal-
Formal atmosphere - projects a stylized, classy,
highly-organized and well structured image of the
place. It gives the customers the feeling of elegant
tradition and civilized order. Informal atmosphere,
projects a casual, easy –going, unstructured image of
the place.
2. Exclusive vs. Public
Exclusively atmosphere is the preferred
by some customers who want privacy and
elitist isolation. The opposite feeling is
desired by customers who want a public
atmosphere, one where people from all
walks of life can congregate.
3. Conservative vs. Adventurous
Conservative atmosphere – one where they can
feel safe and secure. Adventurous atmosphere –
are customers who crave for adventurism. They
want to try-out-of-the ordinary escapades.
4. Aesthetics vs. Functionality
Aesthetic –there are customers who go for
aesthetic while others go for functionality.
5. Minimalist vs. Maximalist
IV. People
- are the ultimate marketing strategy.
They sell
and push the product. People distribute,
promote
price and sell the products in the most
attractive
market places.
The marketing efforts of people are
organized at 4 levels
1. To create customer awareness – short
but appealing messages can be aired
through television and radio if the e,
the enterprise can use enterprise want
to reach a large number of customers.
For more functional information the
enterprise can use print media,
distribute brochures, write infomercials
2. To arouse customer interest – the
enterprise can use several people or
organizational modalities.

3. To educate customers

4. To close the sale and deliver the products

V. Promotion- is the explicit
communication strategy adopted by an
enterprise to elicit the patronage
(support given to business by buying
its goods and using its services), loyalty
and support not only of its customer
but also of its other significant
stakeholders.
Promotion encompasses all the direct
communication efforts of the enterprise,
such as advertising, public relations
campaigns, promotional tours, product
offerings, point of sale, displays, websites,
flyers, emails, letters, tale marketing and
others. Indirectly the enterprise
communicates through the quality of its
products and attractiveness of its
packaging.
 Effective promotion depends on three critical
factors: the credibility of the
communicator; the message and the
medium of the message; and the
receptiveness of the audience to all that is
being communicated. At the beginning of
its operations, the enterprise might have a
very limited market to cover.
Sample of effective campaign
a. Neighborhood flyers, word-of-mouth
promotion, and house to house
campaigns might suffice for highly
localized businesses.
For bigger businesses E-mails, letter
blast, radio broadcasts and print ads
in certain publications.
Television commercials, billboards
magazines or tabloids.
VI. Price- depends on the business objectives set
by the enterprise.
Possible pricing objectives:
1. Profit maximization
2. Revenue maximization
3. Market share maximization
4. Attainment of the desired prestige or quality
leadership
5. Penetration, survival or liquidation
6. Scarcity pricing or market skimming
7. Cost recovery
8. Subsidy pricing
9. Marginal pricing