7Ps Marketing Mix
Campaign Canvas Framework
Overview
The 7Ps Marketing Mix extends the traditional 4Ps (Product, Price, Place, Promotion) to include People, Process, and Physical Evidence. This comprehensive framework is essential for service-based businesses and provides a complete toolkit for marketing campaign execution.
Key Benefits
- Comprehensive marketing campaign planning
- Ensures all marketing elements are considered
- Particularly effective for service businesses
- Provides actionable implementation framework
The Seven Ps
Product
The goods or services offered to meet customer needs and wants.
Key Considerations:
- Core product benefits
- Product features and quality
- Brand positioning
- Product lifecycle stage
- Service components
- Customization options
Strategic Questions:
- What problems does our product solve?
- How does it differ from competitors?
- What additional services can we offer?
Price
The amount customers pay for the product, including pricing strategy and payment terms.
Key Considerations:
- Pricing strategy (cost-plus, value-based, competitive)
- Price positioning (premium, economy, competitive)
- Payment terms and methods
- Discounts and promotions
- Price elasticity
- Psychological pricing
Strategic Questions:
- What value do customers perceive?
- How price-sensitive is our market?
- What pricing model maximizes revenue?
Place
Distribution channels and locations where customers can access the product.
Key Considerations:
- Distribution channels (direct, indirect, online)
- Geographic coverage
- Channel partner relationships
- Inventory management
- Logistics and supply chain
- Market coverage strategy
Strategic Questions:
- Where do our customers prefer to buy?
- Which channels are most cost-effective?
- How can we improve accessibility?
Promotion
Communication strategies to inform, persuade, and remind customers about the product.
Key Considerations:
- Advertising (traditional and digital)
- Public relations and publicity
- Sales promotions and incentives
- Personal selling
- Direct marketing
- Content marketing and social media
Strategic Questions:
- What message resonates with our audience?
- Which channels reach our customers best?
- How do we measure promotional effectiveness?
People
All individuals involved in the service delivery and customer experience.
Key Considerations:
- Staff recruitment and training
- Customer service quality
- Employee motivation and engagement
- Customer-facing team skills
- Internal communication
- Service culture development
Strategic Questions:
- Do our people reflect our brand values?
- How can we improve customer interactions?
- What training do our teams need?
Process
The procedures, mechanisms, and flow of activities that deliver the service.
Key Considerations:
- Service delivery procedures
- Customer journey mapping
- Quality control systems
- Efficiency and standardization
- Technology integration
- Continuous improvement
Strategic Questions:
- Are our processes customer-friendly?
- Where can we eliminate friction?
- How can technology improve our processes?
Physical Evidence
Tangible elements that support the service and create the customer experience environment.
Key Considerations:
- Physical environment and ambiance
- Website and digital presence
- Branding and visual identity
- Documentation and materials
- Equipment and technology
- Packaging and presentation
Strategic Questions:
- What impression does our environment create?
- How can we make our service more tangible?
- Does our physical evidence support our brand?
7Ps Integration Matrix
The 7Ps work together synergistically. Changes in one P often require adjustments in others.
Premium Positioning Example
- Product: High-quality, exclusive features
- Price: Premium pricing strategy
- Place: Selective, upscale distribution
- Promotion: Sophisticated, targeted messaging
- People: Highly trained, professional staff
- Process: White-glove service delivery
- Physical Evidence: Luxurious environments and materials
Digital Service Example
- Product: Software-as-a-Service platform
- Price: Subscription-based model
- Place: Cloud-based, global accessibility
- Promotion: Content marketing, SEO, social media
- People: Customer success teams, technical support
- Process: Automated onboarding, self-service options
- Physical Evidence: User interface, documentation, certificates
Campaign Canvas Implementation
Situation Analysis
Assess current position across all 7Ps and identify gaps or opportunities.
Target Audience Definition
Clearly define who you're targeting and their preferences for each P.
7Ps Strategy Development
Develop integrated strategies for each P that support overall objectives.
Resource Allocation
Allocate budget and resources across the 7Ps based on priorities and impact.
Campaign Execution
Implement coordinated activities across all 7Ps with proper timing and sequencing.
Performance Monitoring
Track KPIs for each P and overall campaign effectiveness.
Application in Jefferson.Cloud Methodology
In the Campaign Canvas action phase, the 7Ps framework provides tactical execution across all fishing depths:
Surface Depth Application
- Product: Books, cards, merchandise
- Price: Accessible pricing for broad reach
- Place: Online stores, events, retail
- Promotion: Social media, content marketing
- People: Brand ambassadors, community managers
- Process: Simple purchase and delivery
- Physical Evidence: Professional packaging, branding
Mid Depth Application
- Product: Speaking, performances, sports participation
- Price: Event-based or hourly rates
- Place: Venues, conferences, sports clubs, corporate events
- Promotion: Professional networks, referrals
- People: Event coordinators, technical support
- Process: Booking, preparation, delivery
- Physical Evidence: Stage presence, materials, testimonials
Deep Depth Application
- Product: Strategic consulting, advisory services
- Price: Premium, value-based pricing
- Place: Exclusive venues, private meetings
- Promotion: Word-of-mouth, reputation-based
- People: Senior consultants, relationship managers
- Process: Bespoke, high-touch service delivery
- Physical Evidence: Executive presence, exclusive materials