Traffic Cardinal
wrote February 09, 2024
Traffic Cardinal
wrote February 09, 2024
Marketing is what keeps a business awake. Not just the loud gestures – ads, slogans, big campaigns – but the quieter moves too. How a product is priced, where it shows up, how it gets into someone’s hands. Choreography behind every sale.
But marketers don’t sit still. People get bored. Trends fizzle. What worked a few months ago might now be collecting dust. And brands have to keep up somehow without losing their minds. So they turn to marketing mix strategies when the usual tricks stop working and the pressure is creeping in. Today we are cracking this cheat sheet open: what it includes, how it shows up in real choices and why it still earns its keep.
What Is the Marketing Mix and Why Does It Matter?
Okay, “What’s a marketing mix?” you might ask. And why do businesses keep coming back to it? Because winging it doesn’t exactly build loyalty. Or sales. Or anything, really. The mix helps them figure out what to offer, how to shape it and where to put it so it actually lands. It’s part map, part mood ring – reading what people want, then building something that doesn’t just sit on the shelf. Still vague? Tag along for a quick stroll down the memory lane – we are getting to the bottom of the marketing mix definition without the jargon.
A Brief History of the Marketing Mix Concept
Let’s rewind for a sec – where did the whole “marketing mix” idea even come from? Back in 1948, Harvard’s J. James Culliton called marketers “mixers of ingredients.” Cute, right? But it wasn’t until 1960 that E. Jerome McCarthy gave it structure with the famous 4Ps: Product, Price, Place, Promotion.
Quick breakdown of these marketing mix variables:
Product is everything you are offering – from features to packaging to how it makes people feel.
Price is what you charge and why – plus all the discounts, deals and margin math behind it.
Place is where it shows up – online, in-store or wherever your customers spend time.
Promotion is how you talk about it – ads, socials, PR, the whole buzz flow.
Then came the upgrade. In 1981, Booms and Bitner decided that services needed more. So they added new elements of marketing mix: People, Process and Physical Evidence – turning it into the 7Ps.
People shape the experience (staff, customers, even reviewers).
Process is how it all runs – smooth, clunky or somewhere in between.
Physical Evidence is the vibe – store layout, website feel, the lighting, surprisingly, too.
Since then? More models popped up (4C, 12P, you name it). But the core idea stays the same: know what you are offering, how you are offering it and why anyone should care.
The Purpose and Importance of the Marketing Mix in Business Strategy
Now you know what defines the marketing mix. And how about its purpose? It’s no secret that guessing your way through a launch is a fast track to wasted time and empty pockets. This model helps you come up with something people will drool over, so to say. And not just sell it once, but get them to talk about it and come back for more. Besides, it’s beginner-friendly, broken into clear, doable parts. Even if you are just starting out, you won’t get lost. You’ll spot what’s working. You’ll notice what’s... meh. And you’ll finally have a setup that doesn’t crumble the moment things get weird.
The Classic 4Ps of Marketing
Let’s start with the 4P model, which is the foundation of any marketing plan. It consists of four categories: product, price, place and promotion.
Product: What You’re Offering and Why It Matters
That is the product or service that you offer to your customers. This is where you define what problem you are solving and what value you are providing. The product decisions include:
Features – the technical specifications and the benefits of the product.
Quality – how well something’s made and how reliably it does what it’s supposed to. That could mean durability, performance, materials or any little detail that shows care and effort.
Design – how it looks, feels and guides the user. The colours, the packaging, the layout, the interface – basically, everything that shapes first impressions and ignites curiosity.
Variety – the range of products that you offer to suit different customer needs and preferences. For example, iPhone models: iPhone 13, iPhone 13 mini, iPhone 13 Pro.
Support – the availability and quality of service and warranty. This includes the ease, speed and convenience of getting customer support.
Branding – the name, logo and corporate style that distinguish your product from competitors.
Price: Setting the Right Value
Price determines how much profit you can make, how accessible your product is to your customers, how your brand is perceived in the market and how much value your product delivers. Price also depends on your production costs and your competitors’ prices. The price decisions include:
Pricing strategy – the initial price that you set for your product to establish your image and position in the market. For example, Xiaomi used to sell low-cost Android smartphones to gain market share. Later, they started to offer premium models as well.
Retail price – the price that customers pay for your product at the point of sale. This depends on your desired profit margin, dealer markups, taxes, duties, certificates and other factors. You need to calculate and negotiate the optimal price with your dealers.
Pricing policy – the different prices that you charge for different customers and partners based on their volume or other arrangements. This can help you incentivize them to buy more or collaborate with you.
Bundle pricing – the discounts that you offer for customers who buy a set of products or multiple items at once. This can help you increase your sales volume and revenue.
Seasonal pricing – the adjustments that you make to your prices based on seasonal demand and supply. For example, you can offer seasonal discounts and promotions for some products.
Promotion policy – the rules and limits that you set for giving discounts to your partners. You need to specify the conditions and amounts of discounts for different situations.
Price discrimination – the practice of charging lower prices than your competitors to quickly capture a part of the market and drive them out of business. This is also known as dumping.
Place: Distribution Channels and Accessibility
Place refers to the distribution model of the product in the market, the geographical locations and the points of sale where your customers can see and buy your product. The place decisions include:
Market coverage – the selection of the geographic markets where you will launch and distribute your product.
Distribution channels – the intermediaries that help you deliver your product to your customers, such as wholesalers, retailers, online platforms, etc.
Distribution intensity – the level of availability and exclusivity of your product in each market. You can choose to sell your product through a few selected outlets, through many outlets or through all possible outlets.
Distribution terms – the standards and requirements that you set for your own stores, website and partners. This includes the display, penalties, discounts, promotions and bonuses that they can offer to customers.
Merchandising – the arrangement and presentation of your product at the point of sale. This includes the shelf level, location, assortment, branding and promotional materials.
Inventory management – keeping track of what you have in stock, where it’s stored and how fast it moves. Good inventory means fewer delays, fewer empty shelves and fewer headaches when it’s time to deliver.
Promotion: Communicating with Your Audience
Promotion includes any activities that aim to inform and persuade your customers about your product, its features and benefits. It also helps you create awareness, interest, desire and action among your customers. Promotion methods involve SEO, SMM, PR, advertising campaigns, organic traffic, in-store promotions, influencer marketing, etc. The promotion decisions include:
Promotion strategy – the overall plan and objectives of your promotion activities in the market.
Promotion budget – the amount of money that you allocate for your promotion activities.
Promotion awareness – the measurement and analysis of how well your customers know your product.
Promotion geography – the selection of the geographic areas where you will conduct your promotion activities.
Promotion calendar – the schedule and timing of your promotion activities for the year ahead.
Media strategy – figuring out where to promote your product – TV, social media, print, whatever works best to reach your audience and stay on their radar.
Influencer strategy – partnering with people who already have your customer’s attention. If they vouch for your product, their followers are more likely to check it out.
Communication strategy – the tone, style and message that you use to communicate with your customers.
PR strategy – the creation and management of your public image and reputation.
Evolving Models: Beyond the 4Ps
The 4P model is not the only way to think about marketing. There are other models that put more emphasis on the customer’s perspective. Here are two examples:
The 4Cs: A Customer-Centric Alternative
This model was proposed by Robert Lauterborn in the 1990s as a customer-oriented alternative to the 4P model. It consists of four categories:
Cost – the total cost of owning and using a product or service, not just the price. This includes money, time, effort and risk.
Convenience – the ease and accessibility of buying and using a product or service. This is similar to Place in the 4P model, but more focused on the customer’s comfort and convenience.
Communication – the two-way interaction between the company and the customer, not just one-way promotion. This includes informing, educating, persuading and listening to the customer.
Customer’s needs and wants – the core value proposition of a product or service, based on what the customer needs and wants.
This is different from Product in the 4P model, which is based on what the company offers.
The SIVA Model: A Modern Marketing Framework
This model was introduced by Chekitan Dev and Don Schultz in 2005 as a way to simplify and clarify the marketing mix. It also consists of four elements:
Solution – the product or service as a solution to the customer’s problem or pain point.
Information – the communication of the solution to the customer, through various channels and media. This is similar to Promotion in the 4P model, but more focused on providing relevant and useful information.
Value – the balance between the benefits and costs of the solution for the customer, both tangible and intangible. This is broader than price in the 4P model, which only considers monetary costs.
Access – the availability and distribution of the solution for the customer, in terms of time, place and manner. This is similar to Place in the 4P model, but more focused on meeting the customer’s preferences and expectations.
These models can be used together with the 4P model to gain a better understanding of your product from the customer’s point of view.
Differences Between 4Ps, 4Cs, and SIVA
What is marketing mix modeling and how do these versions actually differ? Let’s see!
The 4Ps start with the business side: what to offer, how to price it, where to sell and how to get the word out. The 4Cs shift the focus to the customer – what they need, what it costs them (not just money), how easy it is to buy and how brands communicate.
SIVA takes it a step further. It’s built around clarity and usefulness – solving real problems and making sure people can find what helps them, fast.
Basically, the further you go – from Ps to Cs to SIVA – the more it’s about people rather than products.
The Extended Marketing Mix: 5Ps to 12Ps
Marketing is not limited to the 4P model. There are other approaches that introduce new elements to make it more up-to-date and complete, especially for the B2B market and the service sector. These models can be useful for all types of businesses, once the basic elements are well-defined. Let’s discuss some of these extended models in more detail.
5th P – People
The 5P model extends the basic 4P model by adding people as a new component. People are not only potential customers, but also sources of information that can influence how the product or the company is perceived by others. People include:
Employees of the business who represent the product to partners, suppliers, distributors, customers, etc.
Sales staff, online store managers, traffic generators, etc.
Influencers who can give reviews or feedback on the product.
Manufacturers, delivery service providers, etc. who affect the cost, quality, speed and delivery time of the product.
Key customer groups that generate significant sales volume.
People have a significant impact on sales, through word-of-mouth, online articles, reviews, testimonials, reactions, etc. Therefore, people have become part of the marketing mix. The people decisions include:
Training and motivation programs for staff and sales personnel.
Strategies and methods for working with influencers, bloggers and opinion leaders.
Methods for collecting and processing feedback.
Loyalty programs for VIPs and regular customers.
6th P – Process
The process refers to the interaction between the business and the customer during the service delivery. It should be convenient for the customer and aligned with the business goals. For example, to provide full information support to the customer and not to delay the queue, increasing the traffic and, consequently, the profit. As part of the marketing plan, the process is constantly improved and refined at each point of contact: at the point of sale, on the website, in marketplaces, at dealers, in interaction with the delivery service. Each business will have its own set of actions under the process, which can be expanded over time.
7th P – Physical Evidence
The physical environment is the tangible and intangible aspects of the service setting that influence the customer’s perception and experience. It includes the design, layout, ambiance, cleanliness, equipment, etc. of the service location. The physical environment should match the company’s image and objectives.
8P, 9P, and 12P Models: Comprehensive Perspectives
The 8P model builds on the 7P model while ignoring the larger scale additions. It adds productivity and quality as a new component. This component focuses on improving the efficiency and effectiveness of the service delivery, as well as enhancing the customer satisfaction and loyalty. The productivity and quality decisions include developing relationships in the form of flowcharts to link Product, People, Process and Physical environment elements into a complementary system.
The 9P model takes the 7P model as its foundation. It adds two more components that are related to the marketer’s tools:
Public relations – the management of the public image and reputation of the company and the product. This includes handling inquiries, feedback, controversies, scandals, etc. in the public domain.
Personal selling – the stimulation of sales through monetary incentives. This includes giving commissions or bonuses to employees, store salespeople, traffic generators, etc. for each transaction.
The 12P model is the newest and most comprehensive model. It complements the 9P model with three more components that are related to the customer’s engagement and values:
Participation – the development of methods to increase feedback from customers, to improve the quality of products, services, service and all other elements responsible for user interaction. This niche is directly handled by community managers in close connection with marketers.
Loyalty programs – the creation of schemes to retain the customers and encourage them to consume more of the brand’s products. Loyalty programs can also attract new customers, but this is a secondary goal. Through loyalty programs, it is possible to form a strong bond with customers, make the business more resilient to shocks and make the demand more predictable.
Social responsibility – the demonstration of the company’s commitment to social and environmental causes that resonate with the customers’ values. This helps to connect the business even more strongly with customers on an ideological level and strengthens brand reputation. Social responsibility can be implemented by reforming internal company processes, such as establishing an anti-harassment department or cooperating with a labour union. It can also be implemented by external actions, such as donating money to foundations or fighting global warming.
How to Create a Winning Marketing Mix Strategy
Let’s dig deeper into some marketing mix analysis. How do you build a strategy that works? Well, you’ve got options – 4Ps, 7Ps, 12Ps, 4Cs, SIVA. But it doesn’t matter which one is on the table if the pieces aren’t working together. Offer, price, message, delivery, etc. – each one should support the others, not compete for attention. The whole setup must feel intentional and reflect what you are trying to do and who you are doing it for.
Step-by-Step Framework
Start with the people. Dig into what they want, what they avoid and what they are already buying. Look at competitors, trends, and behaviour, not just demographics. This is your foundation.
Set goals that do more than sound good. What are you trying to change? Grow? Fix? Not some vague hopes, only real targets you can measure. They should match what your business needs and what your customers expect from you.
Choose your model based on context. Selling a product – start with the Ps. Service-heavy – add the extras. Customer-first brand – go with 4Cs or SIVA. The model should fit your reality, not the other way around.
Now, pull it all together. The elements of your mix shouldn’t be doing their own thing. They all should feel like one clear story.
Launch with consistency. Your tone, visuals and experience should feel familiar from any angle, without mixed signals or random surprises.
Watch what happens. Track the numbers. Listen to your customers. Pay attention to all the ups and downs.
Don’t get too comfortable. Markets shift. People change. Yes, your mix should have a firm core. But, at the same time, make it flexible enough to keep up.
Real-Life Marketing Mix Examples
Alright, theory is awesome, but how does any of this play out in the real world? We won’t drag you through every single piece of the mix (we’d be here till the next century), but let’s peek at how some brands make it feel effortless.
Take Starbucks. Their barista training… Let’s just say they practically build mini CEOs behind the counter. Online courses, in-person workshops, leadership bootcamps – it’s a whole ecosystem. And the perks? Free drinks, tuition help, stock options. Pouring coffee, but also pouring into people. That kind of investment is felt in every smile, every latte and loyal customers who keep coming back.
Now flip the vibe. McDonald’s isn’t trying to charm you with ambiance – they are all about speed. The kitchen’s laid out like a racetrack, food’s half-prepped before you even walk in and pickup windows work like teleports. Not fancy, but fast. And that’s the whole point.
Stick around a little longer and you’ll notice the setup. Tables packed close, no dividers, everything designed to keep things moving. You are not meant to linger – you are meant to eat, toss your tray and make room for the next wave. Even the visible kitchen and spotless floors play a role. Clean and efficient, quietly telling you: “We’ve got this!”
And then there’s the wildcard – Pornhub. Not the brand you expected, huh? But they’ve changed the game by leaning into social responsibility. Tree planting, street cleaning, reinvesting profits into public good. It’s not PR, but rather a full-on rebrand of what a controversial company can stand for. And whether you love it or side-eye it, you remember it.
Forget textbook definitions – the real meaning of marketing mix lives in moments like this.
Tips and Best Practices for Implementation
Audit your mix once in a while. Ask: Is each element still doing its job? Is anything outdated, overused or out of sync?
Use customer feedback as a compass. Reviews, support tickets, social comments – they’re full of clues. Don’t just collect them, act on them.
Balance your energy. Don’t pour everything into one channel or tactic. Spread your efforts so no part of the mix gets neglected.
Test for consistency. Pick three random touchpoints – say, your homepage, a promo email and a social ad. Do they sound like the same brand? If not, fix it.
Don’t wait until it’s over to look at the data. If you are only checking numbers after launch, you’ve already let the strategy run wild without a leash.
Internal clarity is something you shouldn't skip. Is your team guessing what the strategy is? Well, your audience will be too.
Keep your radar on. The best ideas often come from outside your bubble: fresh moves, shifts in tone, even mistakes worth learning from.
4Ps vs 7Ps: Which Model Should You Use?
So you are building a strategy and staring down a handful of Ps. Four? Seven? Which one to go with?
If you are selling products – snacks, sneakers, stationery – the 4Ps have your back. They cover the basics: what you sell, how much it costs, where to find it and how to promote it.
But if you are running a service – hotels, tutors, tech support – you’ll need more firepower. That’s where the 7Ps are a must. People, Process and Physical Evidence fill in the gaps: the humans behind the scenes, how everything runs and what customers see, touch or remember.
Conclusion: Crafting a Mix That Works for You
No two marketing mixes look alike – that’s exactly the point. What works for you might not follow some neat textbook framework. And it doesn’t have to. Maybe you stick to the models, maybe you bend them to fit how you operate. The point is: you’ve got something to say and now you’ve got the tools to say it on purpose. If this piece helped you line things up (even just a little), you are already in a better spot than you were 15 minutes ago. Good luck!
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