Understand the 7P Marketing Mix Strategy to Maximize Your Business!

Building a successful business is not just about having a great product but also about implementing an effective marketing strategy. 

The 7P marketing mix is a comprehensive approach that can help maximize profits. 

Unlike the 4P concept, which focuses only on product, the 7P marketing mix includes Product, Price, Promotion, Place, People, Process, and Physical Evidence. 

This strategy allows every aspect of marketing to be optimized, making businesses more competitive and sustainable.

So, what is the 7P marketing mix? How can it be applied to the food business? Let’s explore this further!

What Is the 7P Marketing Mix?

The 7P marketing mix is a marketing strategy that helps businesses develop products or services to be more competitive and meet customer needs. 

This concept expands the traditional 4P marketing mix into a more comprehensive approach, especially in the service industry.

Initially, this marketing strategy consisted of only 4Ps: Product, Price, Place, and Promotion. 

However, technological advancements and changing market behavior have led to the addition of three more elements: People, Process, and Physical Evidence.

By implementing the 7P marketing mix, businesses can enhance competitiveness, optimize marketing strategies, and strengthen collaboration between teams and business partners. 

This strategy enables businesses to make more profitable decisions and establish a strong brand presence in customers' minds.

Read more: Want to sell even better? Come on, try these 10 promotional strategies to increase sales!

The 7P Marketing Mix Concept

Sumber: freepik.com

The marketing mix is a crucial strategy in marketing that encompasses various aspects of business to enhance competitiveness. Previously known as the 4P concept, marketing strategies have now evolved into the 7P marketing mix. Here is a complete explanation.

1. Product

The product is the core of any business. It can be a tangible good or a service offered to meet consumer needs. To stay competitive, products must have superior quality and unique differentiation. Additionally, visual appeal and packaging influence market attractiveness.

To better align products with consumer needs, conduct regular market research. Understanding customer preferences and comparing them with competitors will help improve product quality and innovation.

2. Price

Pricing strategy significantly impacts purchasing decisions. The price must align with the benefits provided so that customers feel they are getting fair value.

When setting prices, consider production costs, capital, and reasonable profit margins. Overpricing may deter customers, while underpricing could harm the business. If selling at a premium price, ensure there is a unique advantage that differentiates your product from competitors.

3. Place

Business location and product distribution determine how easily customers can access your products. A more strategic business location increases the chances of attracting new customers.

For online businesses, optimize distribution through marketplaces or e-commerce platforms. For offline businesses, choose a location that suits your target market, whether it be lower, middle, or upper economic segments.

4. Promotion

Promotion helps introduce products to potential customers and boost sales. There are many promotional methods, such as social media advertising, influencer marketing, discounts, and special events.

In the digital era, marketing strategies have expanded to include social media marketing, email marketing, and SEO. Use the most effective method to reach your target audience and build brand awareness.

5. People

Human resources play a crucial role in business success. Professional, friendly, and skilled employees enhance customer satisfaction.

In service-based businesses, employee attitude and motivation are critical. Good service creates a positive customer experience and increases brand loyalty.

6. Process

An efficient business process ensures that customers receive products or services easily and quickly. From ordering to delivery, everything should be well-structured to ensure customer satisfaction.

Businesses with clear and transparent processes are more trustworthy. For example, restaurants with an open kitchen concept allow customers to see their food being prepared, enhancing trust.

7. Physical Evidence

The physical appearance of a business, whether in-person or digital, influences customer perception. If a business has a physical store, an attractive interior design can improve customer comfort.

For online businesses, a professional and user-friendly website or social media presence enhances brand credibility. Ensure that your business’s visual identity and branding remain consistent so that customers can easily recognize it.

Example of 7P Marketing Mix in the Food Business

To run a successful food business, the 7P marketing mix strategy must be applied correctly. This strategy helps attract customers, increase sales, and build loyalty. 

Understanding the 7P marketing mix and its application can help food businesses grow in a competitive market.

Here’s an example of applying the 7P marketing mix in a food business:

1. A Product That Meets Consumer Needs

The product offered should align with market tastes and demands. Ensure its quality remains high to satisfy customers and encourage repeat purchases.

Example: If healthy food trends are rising, a business can offer low-calorie or organic menu options.

2. Competitive and Profitable Pricing

Pricing should consider production costs, target market, and competitor pricing. The right pricing strategy can attract more customers.

Example: A premium food business can implement a bundling strategy to increase sales.

3. Effective and Creative Promotions

Marketing strategies can include social media campaigns, collaborations with influencers, or customer loyalty programs.

Example: A business could offer special discounts to customers who share reviews on social media.

4. Easily Accessible Location

The business location should be strategic, whether as a physical store or an online service to reach more customers.

Example: Opening a food stall in a shopping mall or partnering with a food delivery app.

5. People Who Drive the Business

A friendly and professional team enhances customer satisfaction and loyalty.

Example: Training employees to provide excellent customer service so that customers feel valued.

6. Processes That Simplify Customer Experience

Easy ordering and payment processes improve the customer experience.

Example: Providing a fast and responsive online ordering system to facilitate customer transactions.

7. Physical Evidence That Builds Trust

Attractive packaging and a clean restaurant appearance can enhance product appeal.

Example: Using eco-friendly packaging to attract environmentally-conscious customers.

Read more: Primary Packaging: Definition, Functions, and Examples in the Packaging Industry

Conclusion

The 7P marketing mix is a strategy that can help food businesses grow and compete in the market. 

By understanding and applying these seven elements, businesses can improve operational efficiency, enhance customer experience, and strengthen their brand in the food industry.

Develop your food business more efficiently and take advantage of digitalization. 

ESB solutions can help digitize your food business, from cashier systems and stock management to business process automation. 

Digitalization is no longer just an option, it is a necessity to maintain competitiveness. Contact us now and consult with us about your business!