The marketing mix is a core framework used by businesses to design, implement, and evaluate effective marketing strategies. Traditionally known as the 4Ps of Marketing - Product, Price, Promotion, and Place - the model helps organisations understand how different marketing elements work together to influence customer decisions. Over time, especially in service-based industries, the model has been expanded to include three additional elements, forming the Extended Marketing Mix (7Ps).
By considering all seven components, businesses can create comprehensive strategies that deliver value, meet customer expectations, and strengthen competitive advantage.
The Traditional Marketing Mix (4Ps)
1. Product
This refers to the goods or services a business offers to satisfy customer needs. It covers:
- Features, design, quality, and performance
- Branding, packaging, and sustainability
- Warranties, after-sales service, and product lifecycle
Example: A clothing brand offering inclusive sizing, ethically sourced materials, and high-quality craftsmanship.
2. Price
Price is the amount customers pay for the product or service. It includes:
- Pricing strategies (e.g., penetration, premium, competitive)
- Discounts, financing options, and payment terms
- Perceived value and price sensitivity
Example: A business offering volume discounts or flexible subscription pricing.
3. Promotion
Promotion involves all activities used to communicate the product’s value and persuade customers to buy. This can include:
- Advertising, social media marketing, and influencer campaigns
- Email marketing, sales promotions, and loyalty programmes
- Public relations, events, and content marketing
Example: A company launching a social media advertising campaign to generate brand awareness.
4. Place
Place refers to how and where the product is delivered and made available to customers. This includes:
- Physical stores, online platforms, and mobile apps
- Distribution partners, wholesalers, or third-party sellers
- Logistics, location strategy, and supply chain management
Example: Offering products both in-store and through an e-commerce platform with next-day delivery.
The Extended Marketing Mix (7Ps)
As marketing evolved—particularly with the rise of service industries—the original four elements were expanded to include People, Process, and Physical Evidence.
5. People
People include employees, customer service teams, and all individuals who interact with customers. Their skills, behaviour, and attitude significantly influence the customer experience.
Example: Well-trained staff who provide excellent customer support, enhancing trust and satisfaction.
6. Process
Process refers to the systems and procedures that deliver the product or service. Efficient processes improve customer satisfaction and consistency.
This may include:
- Service delivery steps
- Queuing systems and checkout processes
- Digital onboarding or automated workflows
Example: A streamlined online booking system that makes the customer journey quick and easy.
7. Physical Evidence
Physical evidence represents the environment, materials, or cues that help customers evaluate the product—especially for intangible services.
Examples include:
- Store layout and branding
- Website design and user interface
- Packaging, receipts, signage, and testimonials
Example: A clean, modern website that reinforces professionalism and brand trust.
Why Businesses Use the Marketing Mix
By reviewing each of the 7Ps, businesses can:
- Better understand customer expectations
- Position their offerings effectively
- Improve customer satisfaction and loyalty
- Adapt quickly to market changes
- Create a cohesive and competitive marketing strategy
The marketing mix remains a foundational tool for planning and managing marketing activities across industries.
