What are the 7 Ps?
1. Product
2. Price
3. Place
4. Promotion
5. People
6. Physical Evidence
7. Process
How are they used in digital marketing?
For businesses to remain tactical and gain competitive advantage, they must continually revisit the seven Ps to make sure they are keeping up to date with the ever changing market and maximise results.
For product based businesses the four key areas that must be revisited are:
- Product
- Place
- Price
- Promotion.
For service based businesses the three key areas that must be revisited are:
- People
- Physical Evidence
- Process
7Ps Explained
Product: Key considerations include whether the product can be sold online, if it has enough demand and does it have a USP that is different from competitors?
Price: Key considerations include the pricing strategy, therefore how much the customer pays for the product.
Place: Key considerations include where a customer can find the product and how the product is distributed to the customer.
Promotion: Key considerations include choosing digital and traditional channels to raise awareness, build trust and lead to conversions.
People: Key considerations are the people/staff who make contact with the customers throughout their customer journey.
Process: Key considerations are the operations, systems and processes in place that deliver the product or service.
Physical Evidence: Key considerations include what the environment the customer sees and how it may affect the customer experience. For example, the decor of a restaurant or the design of a website.
Example:
JD Gyms
- Product: Well equipped and focused product range of equipment. For example, no swimming pools or spa facilities.
- Price: Low-cost, dynamic pricing, sold online and flexible contracts.
- Promotion: Billboards & online advertising.
- Place: Variety of JD gyms around the UK.
- People: PTs help to improve the customer experience with classes and assistance.
- Process: Digitalising the customer experience. For example, they have a fitness app where members can manage their membership or book classes.
- Physical environment: The gym, changing rooms and facilities are vibrant, stylish and clean.
GEO Digital Marketing 
Leave a comment