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The Seven P's of Marketing.UNYP
Transcript of The Seven P's of Marketing.UNYP
Czech viral vids
More than you
Design, Shape, Weight, Feel, Material, Ergonomics, Physical Features
these are the 7
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
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?
Strategy #5: PEOPLE
Age; sex; height; weight; style; shape; education; language skills.......
Customer service skills, honesty, sympathy, communication skills, persuasive.......
Word of Mouth (WOM)
What are the correct communication channels?
How will you enter the market?
Strategy #2: PLACE
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.
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
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"
Logo, Slogan, Image, Copyright, Trademark, Symbol
Brick & Mortar
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
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?
January 18, 2015