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The Seven P's of Marketing.UNYP

A review of the seven strategies used by marketers. By William Pattison
by

William Pattison

on 6 October 2016

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Transcript of The Seven P's of Marketing.UNYP

Milena Flament
Czech viral vids
10,000 CZK
More than you
Think
Physical
Product
Design, Shape, Weight, Feel, Material, Ergonomics, Physical Features
Packaging:
* Colors
* Pictures
* Text
* Shape
* Material
strategy #1:
PRODUCT
Accesories
Warranty
Instructions
Software
Which languages?
Literacy?
Brand Story
Viral Videos
these are the 7
to win
In 2014 UNYP students created this video to promote their anywhere luxury coffee delivery
What are all the steps in Swarovski's sales process? From customer want to product in the
customers hands?
1. How products are purchased
2. How services are consumed
Process usually refers to:
Strategy #6: PROCESS
Marketing means strategy
Now, how would you reach snowboarders in the Czech Republic?
Guerrilla Marketing
Strategy #5: PEOPLE
Demographics:
Age; sex; height; weight; style; shape; education; language skills.......
Psychographics:
Customer service skills, honesty, sympathy, communication skills, persuasive.......
PR
Sponsorship
Events
Celebrity Endorsement
Product Placement
Word of Mouth (WOM)
Opinion Leaders
Brand Partnerships
What are the correct communication channels?
B2C

B2B

B2G
2009-2014
How will you enter the market?
Strategy #2: PLACE
Retailers
which allows a more effective use of spatial relativity to convey meaning.
Cost Plus Pricing
The difference between selling something and marketing something can be seen in price. Sellers typically use the "COST PLUS" pricing model.
PRICE
Strategy #3:
Market Demand

Skimming: maximum profit
Market Holding: milking the cow
Market Penetration: temporary low prices in order to quickly gain market share by taking your competitor's customers.
for the product & the brand story
Marketers charge a premium price
Strategy #7: Physical Environment
or 'Ambience'

Joshua

Salon
.
PRADA
Smell:. of the shop...
Touch: of the wood...
Hear: the music...
See: the lighting & style...
Taste: the food or design......
... how does your point of sale.....
Effect the five senses?
Describe your target segment. Where do they hang out? What do they read? What websites do they like? Where do they get their information from? Who influences them?.
Strategy #4: Promotion
Your packaging is your first free
space to communicate.
Promotions need to
communicate your brand story.
Lighting & Space
The "Seven P's"
William Pattison
February 2016
Logo, Slogan, Image, Copyright, Trademark, Symbol
Brick & Mortar
Distributors
Wholesalers
Online
Example: one unit of shoes cost
Bata 220 CZK to produce. They want to earn 25% profit. So they charge 275 CZK. (220 + 55 = 275 CZK)
Consumers: Advertising through Mass Media
Above the line (ATL) - TV, Radio, Newspaper, Magazines.
Below the line (BTL) - Guerrilla, Viral & Social Media
Businesses: Trade fairs; exhibitions; trade journals; industry specific media; industry events or conferences.
Government: Regulatory trade groups; diplomatic
magazines; trade events; lobbying; innovation shows;
sponsorships; events; key opionion leaders; political
donations.
LG Philipps
Contrex
Fear Marketing
Auto Insurance
In 2013 UNYP students created this video for the presidential elections
Any employee who interacts or communicates with the customer.

Do they each represent your brand story?
What do you see?
Prada Entrance
Marketing Strategies
William Pattison
January 18, 2015
Full transcript