The Evolved Marketing Mix

Marketing can seem complex, but we’ll simplify it by explaining the ‘marketing mix.’ This mix is a set of tools that help brands connect with customers. And just like any good recipe, it’s evolved over time, going from the classic 4Ps to the more nuanced 7Ps. Ready to dig in?

The OG: 4Ps Marketing Mix

Back in the day (we’re talking mid-20th century), marketing was a bit simpler. Professor E. Jerome McCarthy, in his 1960 book, gave us the 4Ps, the OG marketing mix. These 4Ps were revolutionary, providing a handy framework for marketers to plan their strategies.

The Makeover: 7Ps of Marketing

Fast forward to 1981, and Mary Jo Bitner and Bernard H. Booms introduced the 7Ps, expanding the mix to better fit the service industry. But these extra Ps are gold for any brand looking to create a deeper connection:

The 7Ps acknowledge that marketing isn’t just about pushing a product; it’s about creating an experience.

Case Study: Total Detergent’s #THR – Total Harumnya Ramadhan Campaign

Let’s see the 7Ps in action from our client, Total Detergent. It wasn’t just about selling detergent; it was about amplifying the feeling of Ramadan.

This campaign nailed the 7Ps: it wasn’t just about the Product (detergent) and Promotion (ads). It was about the People (people celebrating Ramadan), the Process (creating a heartwarming experience), and the Physical Evidence (the beautiful visuals and engaging activities).

Whether you’re sticking with the classic 4Ps or embracing the evolved 7Ps, the marketing mix is your brand’s secret weapon. It’s how you create a strategy that’s not just effective but also resonates with your audience on a deeper level. So, choose your ingredients wisely, and get ready to cook!

Source: Borden, Neil. The Concept of the Marketing Mix. Harvard Business School. Dominici, Gandolfo. 2009. “”From Marketing Mix to E-Marketing Mix: a Literature Overview and Classification. International Journal of Business and Management Vol. 4 No. 9 McCarthy, E. Jerome. 1960. Basic Marketing: A Managerial Approach. Richard D. Irwin, Inc.