The 7Ps of The Marketing Mix (And How To Use Them)

Published: February 13, 2025

The Pitfall of “Build It and They Will Come”

Remember Google Glass? The sleek AR smart glasses straight out of a sci-fi movie? It was supposed to be the future. Instead, it became the punchline of a very expensive joke.

Launched in 2014, recalled by 2015, resurrected in 2019, and buried again in 2023—this thing had more comebacks than a boy band, and yet, no one wanted it. 

Illustrative image of Google Glass in a city park setting, depicting its use in daily life with urban backdrop

It wasn’t because the tech wasn’t impressive (it was). People freaked out over privacy concerns, and the term “Glasshole” was born—killing whatever cool factor Google was aiming for.

What was even more damaging was that Google had no clue how to market it. The messaging was all over the place. Was it a luxury gadget? A must-have for tech geeks? A fashion statement? Google tried to sell it as all three, and ended up appealing to no one. There was no clear utility communicated, no target audience defined, and no justification for the sky-high price. 

Google assumed people would just “get it.” They didn’t.

If you’re a start-up founder still clinging to the “Build it and They Will Come” myth, let this be your wake-up call. A great product isn’t enough – even if it is a technological marvel ahead of its time.

You need a solid marketing strategy that actually sells the dream.

The 4 Secret Tools of The Marketer 

Just like a chef has his ingredients (spices, sauces, and legacy recipes…), and the magician has his tricks (a sleight of hand, a vanishing act…), the marketer has 4 instruments up his sleeve. 

These are ‘tools’ that help businesses execute their broader marketing vision. They help serve the customer better, build profitable relationships, and capture value in return. 
They’re called the ‘4Ps’ of Marketing, or the ‘Marketing Mix’. The 4 Ps—Product, Price, Place, and Promotion—are the building blocks of any marketing strategy.

Simplified marketing mix model with icons representing the 4 Ps of marketing.

The Product is what you’re offering, designed to solve a problem for your customer. 

Price is the amount customers pay, reflecting both the value of the product and what the market is willing to bear. 

Place refers to how your product gets into the hands of customers. 

And Promotion is the communication strategy that will tell potential customers why they need your offering. 

When these four elements work together seamlessly – like a four-piece orchestra band – your marketing strategy has the right foundation for success.

PS: for more marketing magic, flip the script and think like the customer, not the marketer. Shift from the 4 ‘P’s (which are all about what you, the seller, wants) to the 4 ‘C’s (which are what your buyer actually cares about!) 

So the ‘Product’ is the ‘Customer Solution’, the ‘Price’ is the ‘Customer Cost’, the ‘Place’ is about ‘Convenience’, and ‘Promotion’ is ‘Communication’. When you think like the customer, instead of just pushing your product, you’ll be offering a solution, thinking of value instead of profit, focusing on convenience, and crafting clear, compelling messages.

When the Orchestra Gets Bigger 

Taking things up a notch, the classic 4Ps of marketing have now evolved to include three more variables: packaging, positioning, and people.

Packaging is the outer glow-up – your first impression. It’s the flashy, attention-grabbing package that makes your product irresistible. Positioning is about making sure your product owns a specific, memorable space in the minds of your customers. Are you the luxury choice? Or the eco-friendly warrior? People refer to your team—the ones who are working behind the scenes to make sure everything runs smoothly. 

Add these 3 tools to your 4Ps, and you’ve got a marketing framework that’s a real power combo.

From Product to People: The 7Ps That Make Marketing Magic

Marketing doesn’t stay still. Just like fashion, what worked back in the ‘90s won’t always slay today. 

Marketers realised that the OG 4Ps – product, price, promotion, and place – were timeless classics, but as the world shifted (hello, service economy!), so did the marketing game. 

The classic ‘4P’ mix was intended mainly for physical products. Once services got involved, marketers figured they needed a little extra oomph.

That’s when three more Ps come in: People, Physical Evidence, and Process. Together, these 7 Ps form a larger marketing toolkit that ensures you reach your customers in a way that’s smooth, memorable, and downright effective, whether you’re selling the next big tech toy or a service so niche even your mom doesn’t get it.

Here are the 7Ps, one by one.

#1: Product: Solve Problems, Steal Hearts

Your product is anything you create or offer that swoops in to meet a customer need. It’s not just stuff you sell—it’s the solution they didn’t know they needed (but now can’t live without).

The Different Levels of Product 

Think of your product in three levels: There’s the Core Product (like the caffeine kick you crave from your morning coffee), the Actual Product (the hot, freshly brewed latte in a sleek cup with that irresistible aroma), and the Augmented Product (the cozy café vibes, free Wi-Fi, and loyalty card that gets you a free drink after five).

Creating Products People Can’t Refuse

Great products don’t just meet expectations. They surprise and delight.

The key to creating a must-have product is understanding that it’s not just about satisfying the needs customers can articulate, but anticipating those they haven’t yet discovered. As Henry Ford famously said, “If I had asked people what they wanted, they would have said faster horses.” 

Your product should be the answer to a problem customers didn’t even know they had.

Take a jewelry store, for example. Customers might ask for more silver earrings, but scratch beneath the surface, and you’ll find they’re really craving something with a little more flair—like handcrafted, artisanal showstoppers. That’s the sweet spot where your product stops being “just nice” and starts being “can’t-live-without-it,” because it hits both needs and secret desires.

And once you’ve nailed that? Don’t just obsess over making it user-friendly in the early start-up days. Use marketing to create urgency, sprinkle in some scarcity, or slap on a dash of exclusivity. 

Make people feel like if they don’t get it now, they’ll regret it forever. 

#2: Price: It’s Not Just a Number, It’s a Power Move

Pricing Psychology (aka, Why $9.99 Feels Cheaper Than $10)

Consider this: if you make something for $1 and sell it for $2, that’s great… unless it costs you $5 in marketing! 

Pricing isn’t just about covering your costs; it’s about positioning your product smartly and correctly in your customer’s mind. It’s about what people are willing to pay for the value they perceive. Price sends a message about quality. Too cheap? They’ll think it’s junk. Too expensive? They’ll walk away.

Picking the Right Price Play

There are a few different ways to set your price:

  • Cost-Based: Just mark up your costs and call it a day.
  • Target ROI: Price to hit your profit goals.
  • Experience Curve: Drop prices as you scale, thanks to improved efficiency.
  • Competition-Based:  Stay in line with others’ prices to remain competitive.

The Art of Flexing Your Price Tag
The general thumb rule is, price high when you’re offering exclusivity or luxury. And discount when you need to clear stock or attract a larger crowd. 

Both become easier when you know your audience and your product’s perceived value.

#3: Place: From Shelves to Screens—Getting Where It Counts

Getting Your Product Into the Right Hands (Without Playing Guess Who)
Forget “if you build it, they will come.” Where you put it matters just as much.

Intricate gears displayed in an open box on a business conference table, symbolizing marketing tools and strategy

Are your customers scrolling in sweatpants or strolling through store aisles? Pick channels that match their vibe, save your budget from a meltdown, and maybe even give Mother Earth a break. Pro tip: instead of guessing, just ask your audience where they like to shop. 

Seamless Customer Experiences – Because Your Brand Shouldn’t Feel Like a Plot Twist
Today’s customer wants the same vibe, whether they’re in-store, online, or accidentally clicking your ad at 2 AM. Omnichannel isn’t just a buzzword—it’s the art of making every interaction feel like part of the same story. No jarring transitions, no “wait, is this the same company?” moments. Just seamless, smooth brand magic across every touchpoint. 

From Selfies to Sales—Social Media Is Your New Cash Register
Social media isn’t just for thirst traps and brunch pics anymore. Instagram and TikTok are now full-blown shopping malls, and your audience is already there—double-tapping, scrolling, and yes, buying.

Social commerce is rapidly growing, and if you’re not selling while others scroll, you’re leaving money on the table. So, slap on that Instagram Shop, cozy up to Facebook Marketplace, and watch your products slide into carts faster than a viral meme. 

#4: Promotion: Shouting Smartly in a World Full of Noise

Content Marketing in the Age of Information Overload
Forget about just slapping a billboard up and crossing your fingers.

Today, you need content that connects with your audience’s heart and mind. Whether you’re advertising on traditional platforms, flexing your digital marketing muscles, or hosting an unforgettable live event, it’s all about timing, messaging, and hitting that sweet spot with personalized content. 

The Power of Micro-Influencers
Let’s face it—celebrities are so last season. If you want to make an impact, it’s time to focus on the unsung heroes of promotion: micro-influencers. With followings between 10k and 100k, these guys are the real deal. They’re authentic, relatable, and totally in tune with niche markets, making them a goldmine for reaching your target audience in a more personal and affordable way. It’s like having a cool friend who’s always recommending the best stuff—and people actually listen!

Personalization: The Key to Effective Promotion
Personalization isn’t just a buzzword—it’s the game-changer that’s here to stay. 

Dig into your data and use it to tailor your messaging—whether it’s the perfect email, a recommendation they didn’t know they needed, or a product suggestion that feels spot-on. Think Amazon-level predictions.  

#5: People: Because Robots Don’t Sell Or Buy Stuff (Yet)

Employee Training: Where Humans Make the Magic Happen
Your product may be great, but it’s your team that turns customers into fans. A well-trained crew creates memorable experiences that bring customers back.

Customer-Centric Culture: Put Them First, Always
Shift focus from your product to your customer. Deliver what they need, not just what you want to sell. A customer-first culture makes marketing resonate and builds loyalty.

Emotional Intelligence: Your Secret Marketing Weapon
It’s not just about what customers want, but how they feel. Master empathy and emotional connection to drive loyalty and make your brand unforgettable.

#6: Process: Streamlining the Customer Journey

Optimizing Customer Touchpoints: Every Step Counts
Map the customer journey and remove friction. From checkout to in-store, smooth processes mean happier customers and repeat business.

Automation vs. Human Touch: Know When to Push the Button
Use automation for routine tasks, but bring the human touch when it matters. Customers want efficiency with a personal feel—balance both for the best results.

Adapting for Different Shoppers: One Size Doesn’t Fit All
Tailor your approach to your shoppers. Discounts for bargain hunters, rewards for loyalists—understand shopper behaviors to convert them into repeat buyers.

#7: Physical Evidence: Making the Invisible Impossible to Ignore

The Role of Social Proof in the Digital Age
People trust people more than brands. Reviews, testimonials, and influencer shout-outs prove your product’s legit. Social proof builds trust, reduces risk, and boosts confidence—essential for making sales in the digital world.

Digital Physical Evidence: AR, VR, and Beyond
Proving service value is tough, but AR and VR make it possible. IKEA’s AR app shows customers how furniture looks in their home—perfect for online businesses needing a strong first impression.

Creating Memorable Unboxing Experiences
Unboxing isn’t just fun for YouTubers—it’s a branding goldmine. A clever unboxing experience, with great packaging or surprise extras, turns a regular purchase into a lasting memory, building loyalty and that “wow” factor.

Integration: Combining The 7Ps for Maximum Impact

Marketing Mix Modeling (Or ‘MMM’ as the nerds call it) is like the marketing world’s crystal ball—minus the fortune-teller gimmicks. 

Modelling using the 7Ps is all about working with different combinations of the 7Ps, and then dissecting what’s working in your campaigns, from TV ads to social media splurges. By decoding the impact of each marketing move, small businesses can fine-tune their budget, avoid ad fatigue, and even simulate “what if” scenarios before throwing money at them. But MMM isn’t all sunshine and conversions—it’s pricey, slow-moving, and often spits out broad, high-level insights that don’t always translate into actionable steps, especially in the fast-paced world of digital marketing.

Enter another way to work with the 7Ps – think in terms of ‘Marketing Mix Optimization’. Instead of just analyzing past moves, this is how you actively fine-tune your marketing spend in real time, ensuring your message lands in the right place, at the right time, and with the right audience. It’s like a GPS for your ad dollars.

Your ultimate goal as the marketer? Figuring out where to invest, what platforms to target, and what messaging will make audiences stop scrolling and start buying.

Takeaways

If your product is so brilliant, why is your startup running on instant noodles and hope? 

Because a great product alone doesn’t guarantee success—marketing does. 

Relying solely on a great product is like throwing a fabulous party and forgetting to send out invitations. Many brilliant ideas have slipped into the shadows because they didn’t have the right marketing mojo. 

Elegant event hall with a man viewing an exhibit amidst opulent décor

Mix your killer product development with the strategic swagger of the 7Ps. Without the right price, promotion, and placement (not to mention people, process, and all the other Ps), even the most groundbreaking product can go unnoticed.

That said, not everyone needs to master all 7Ps of marketing for startups at once. Small businesses and startups can—and should—prioritize the Ps that align best with their market and goals. 

Besides, the marketing mix isn’t set in stone. From AI-powered personalization that knows you better than your BFF, to social commerce turning Instagram into a shopping mall, to immersive brand experiences that make you feel like you’re living inside the ad, things are evolving fast.

The future of marketing belongs to those who adapt, optimize, and mix their Ps with purpose. 

Which ones will you double down on?

Igor Levi

Founder

Product leader, entrepreneur, and data-driven strategist with a passion for AI, automation, and growth. With over 20 years in tech, he has built and scaled multiple B2B SaaS products, CRMs, ERPs, and Ad Tech platforms—leading teams through rapid growth, crises, and successful exits. He has held leadership roles at Billups, Outchart, and TUNE, navigating the fine balance between strategy, execution, and speed. Igor believes great products start with deep customer insight, clear decision-making, and smart automation.

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