7 Ps of Marketing: A Guide to Building Your Marketing Plan

A well-rounded marketing strategy helps you reach the right target audience and clearly communicate your value. One of the best ways to evaluate whether your strategy is effective is using the 7 Ps of marketing. This framework helps you spot gaps and build a more consistent customer experience.

How to audit your current marketing using the 7 Ps framework

Here are the seven Ps and how to use them to audit your current marketing plan:

Product: The product or service you offer should clearly solve a problem or meet a specific need. As you move through product development, consider whether your product delivers a clear benefit that your customers instantly grasp and can easily explain to others.
Price: Your pricing should reflect both your costs and the value customers believe they’re receiving from purchasing your product or service. Do customers see your pricing as fair and aligned with your brand?
Place: The place refers to where and how customers buy from you, whether online, in person, or both. Are you selling in the places where your target customers expect to find you?
Promotion: Promotion includes all the ways you communicate your brand’s value, like social media, email, and search engine optimization. As you’re assessing your different marketing strategies, consider whether your business is relying too heavily on a single channel.
People: Every interaction a customer has with your staff or support teams shapes your brand reputation. Regularly evaluate whether your customers receive a consistent, positive experience across all touchpoints.
Process: Your internal systems determine how smoothly customers move from interest in your company to becoming a customer. Regularly evaluate your company’s processes to determine if and where there are friction points.
Physical evidence: Physical evidence includes reviews, branding, packaging, website design, and any visual or tangible proof of your credibility. Any visible assets your business has should reinforce trust and professionalism.

As you move through product development, consider whether your product delivers a clear benefit that your customers instantly grasp and can easily explain to others.

Real-world examples of the 7 Ps for small local businesses

To see this framework in action, let’s look at how different small businesses areusing the seven P's in their marketing efforts.

Product: Cranky Carrot Juice Co. offers freshly made, locally sourced juices, smoothies, and food, like wraps, toast, and bowls. The company differentiates its product by using quality ingredients and having seasonal offerings.
Price: Glassybaby sells handcrafted glass candle holders online and in stores. The company commands premium pricing by emphasizing its uniqueness, storytelling, and social impact.
Place: 787 Coffee has locations in New York, Puerto Rico, Houston, El Paso, and New Jersey. The company combines its physical locations with online ordering, catering, and branded merchandise.
Promotion: Merry Pin does a little bit of everything — it’s an independently run craft store, coffee shop, bar, and coworking space in Washington, D.C. The company uses social media and community-driven marketing, showing that you can promote your business even if you don’t have a huge advertising budget.
People: The Cavern Men’s Barber Lounge is a classic barbershop offering a traditional shave and cut. This service-based business’s emphasis on customer relationships and a unique in-shop experience are what define the brand.
Process: Dynamic Automotive is an auto repair shop that stands out for its transparent estimates, appointment systems, and service workflows. By building consistent processes, the company has built strong customer relationships, which have bolstered its 30-year history.
Physical evidence: Jamie’s Farm sells different types of homemade granola. Its packaging is unique and well designed. You can purchase its distinctive offerings online or through major retailers like Whole Foods. The company also features hundreds of customer testimonials on its website.

Common mistakes small businesses make with the 7 Ps (and how to fix them)

Even if business owners understand the seven P’s, they can apply them inconsistently. Here are some of the most common pitfalls and how to correct them.

Focusing on promotion before improving the product: Many businesses invest in marketing before clearly defining what makes their product or service unique and valuable. Make sure your product solves a specific problem and delivers a clear benefit before ramping up your marketing efforts.
Pricing based only on competitors: By copying your competitors’ pricing, you may overlook your unique value, costs, and positioning. Instead, price your product or service based on the experience and outcomes you provide.
Selling where customers aren’t looking: Being present on the wrong platforms can dilute your marketing results. Focus on the channels your target customers already (or are likely to) use and trust.
Relying on one promotion channel: Some small businesses depend entirely on social media, email, or word of mouth. Diversify your marketing strategy so that no single channel accounts for all of your business.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

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