MARKETING MIX

The Marketing Mix is a strategic Tool or framework that a / firm uses to plan, execute, and optimize their offerings.

 It consists of controllable variables that a company adapts to influence customer demand, meet consumer needs, and achieve business objectives.

The Marketing Mix is not static—it changes with market trends, technology, and consumer behaviour.

Traditionally, it consists of the 4 Ps: Product, Price, Place, and Promotion.

EXTENDED MARKETING MIX

Further 3 more Ps (People, Process, Physical Evidence) were added for services marketing, making it the 7 Ps.

• The 4 Ps are ideal for physical products.
• The 7 Ps are crucial for services.

Core Elements (4 Ps + 3 Ps Expansion)

1. The Original 4 Ps…. Product-Centric View

1. Product – The goods or services offered, including design, features, quality, branding, and warranties.
2. Price – The amount customers pay, influenced by costs, competition, perceived value, and pricing strategies (e.g., penetration, premium, or dynamic pricing).
3. Place (Distribution) – How the product reaches customers (channels: online, retail, direct sales, wholesalers).
4. Promotion – Communication strategies (advertising, PR, sales promotions, social media, influencer marketing).

2. Extended 7 Ps (Booms & Bitner, 1980s) – Service-Centric View

5. People – Employees, customer service, and training (critical for service quality).
6. Process – Systems and workflows that deliver the product/service (efficiency, automation, customer journey).
7. Physical Evidence – Tangible aspects that support intangible services (e.g., store layout, packaging, website design).

Alternative Frameworks

Another frame work was given by Lauterborn which mentions it as 4Cs.It is customer-focused.

• 4 Cs
  • Customer Solution (vs. Product)
  • Cost (vs. Price)
  • Convenience (vs. Place)
  • Communication (vs. Promotion)

Marketing Mix Example: A Gym (Fitness Centre)

Let’s discuss 7 Ps of Marketing, of   premium gym Cult fit.”

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1. Product

• Core Service: Gym memberships (access to equipment, classes, yoga, meditation, aerobics , dance fitness).
• Variations:
  • App based
  • Specialty classes (yoga, Zomba, , boxing).

• Premium services (sauna, dietician, massage).
• Digital Offerings:
  • Virtual workout sessions.
  • Fitness tracking app.
  • Online meditation

2. Price

• Tiered Membership Pricing:
  • Basic (Rs 12940 for three months) –
  • Personalised trainer etc.
  • Includes one free session of Dietician
• Discount Strategies:
  • On women’s day 50% discount
  • Annual payment discount (10% off).
• Free Trial: 7-day trial to attract new members.

3. Place (Distribution & Location)

• Strategic Locations:
  • Premium location ( Malls )
  • High  class  residential areas
• Omnichannel Presence:
  • Physical gym
  • Online booking system for classes.

App-based membership management

4. Promotion

• Social Media Marketing:
  • Instagram & TikTok (before/after transformations, workout clips).
  • Influencer partnerships (celebrities’ fitness ).
• Referral Program:
  • “Bring a Friend” – Free week for both.
• Email Marketing:
  • Personalized workout tips & membership offers.

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• Trainers & Staff:
  • Certified, motivating, and friendly.
  • Personalized attention to members.
• Customer Service:
  • Quick response to queries (chat, email, front desk).
  • Member feedback surveys to improve service.

6. Process

• Smooth Onboarding: