Marketing Mix: 7 Ps, 4 Cs, & Other Things You Need to Know

Marketing a product or service can become overwhelming quite fast. There are just so many things to think about and no clear place to start.

But marketing mix models put things in the right order. They provide a sort of template that helps to zero in on things that really matter and lay the foundations for a successful marketing strategy.

The marketing mix and the four Ps of marketing are often used interchangeably. We need to start by noting this is not accurate. The four Ps of marketing are just a type of marketing mix (historically, it’s probably the oldest).

So without further ado, here are the key types of marketing mixes with some examples.

The four Ps of marketing

The four Ps of marketing is a marketing mix model proposed by Jerome McCarthy in 1960. The four components of the model are:

  • Product – What you sell.
  • Price – How much you sell it for.
  • Place – Where you sell it.
  • Promotion – How you get customers.

Let’s look at how this works in practice for a SaaS product like Ahrefs

The seven Ps and eight Ps of marketing

The seven Ps of marketing is a marketing mix model designed especially for service marketing and was proposed by Bernard Booms and Mary Bitner in 1981. The seven components of the model are:

  • Product – What you sell.
  • Price – How much you sell it for.
  • Place – Where you sell it.
  • Promotion – How you get customers.
  • People – Who is involved in delivering your product.
  • Process – Procedures of delivering the product.
  • Physical evidence – Tangible elements of your Kuwait Phone number service the customers will interact with.

In later years, the model was expanded by some marketing theorists. This resulted in the eighth P: performance, i.e., how you will measure your success.

Since the seven Ps and eight Ps of marketing are models designed for services, let’s see how a service like Uber can use this marketing mix to bring its brand to the market

The seven Cs of marketing (aka the compass model)

The seven Cs of marketing (also called the compass model) is a marketing mix model proposed by Koichi Shimizu in 1981. It is based on his earlier four Cs model (1973). Here are the seven components of the model:

  • Corporation – The company, i.e., the center of all decision-making.
  • Commodity – The product or service you’re offering.
  • Communication – How you reach your customers and how you get feedback from them.
  • Channel – The distribution channels of your product/service.
  • Cost – The overall cost to the consumer.
  • Consumer – Needs, security, education, and wants of the consumer.
  • Circumstances – Uncontrollable external factors: national/international, economic, social, and weather.

Since this is a framework that takes a lot of different physical factors into account, let’s see how the compass model can work for a hardware company like Tesla.

Here are five things worth keeping in mind when designing your marketing mix.

1. Practice designing the marketing mix on competitors first

Coming up with ideas for your marketing mix is easier if you reach out for some inspiration first. There’s hardly a better source of inspiration than other companies, especially your competitors.

This way, you can learn two important things:

  1. You may likely find that other companies have similar problems. You can learn how they solve them, use the same solutions, or use your own remixed and improved solutions.
  2. This is a great exercise for understanding your competitors. After all, to win in the market, you just need to do better than them.

So just take one type of marketing mix and try to fill in the blanks with as many details as you can. You can repeat that for other companies too. After a couple of those, devising your mix won’t seem so daunting.

Recommended reading: How to Conduct a Competitive Analysis (Template Included)

2. Always start with the product/service

Seeing the various elements inside the marketing mix models, you may be wondering where to start. Or in other words, what the foundation of the entire plan should be.

My advice: start with the value you are planning to deliver to Kuwait Phone number your customers, i.e., your product or service. Reason: the importance of product-market fit.

Product-market fit is achieved by a company when it has confirmed signals that its product can satisfy an existing demand in a market with high potential. It’s arguably the single most important thing in building a sustainable business and is something that should precede any scaling up of the business.

When you’re leading with your product/service in your marketing mix, you’re aligning your marketing efforts with product-market fit.

This way, if you’re developing your marketing mix pre-market fit (i.e., before validating the idea of your product), the marketing mix will help you achieve product-market fit. And if you’re developing your marketing mix post-market fit, you’ll be building on the success of your product (more on this in the next section).

Of course, this doesn’t mean that you can completely ignore the Kuwait Phone number customers’ needs and wants and just put something on the market that fits your vision. In fact, the product-market fit is just as much about the idea for the product as it is about the people who will use it.

Take Ahrefs, for example. Before becoming a robust, all-in-one SEO toolset and hiring the first-ever person for marketing, we were testing the waters with one tool built just for backlink analysis. And because the product caught on, we were able to confidently focus our marketing efforts on product marketing.

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