The 7 Ps of Marketing: A Small Business Owner’s Marketing Mix.
Just recently, I’ve been having a rummage around marketing theories to help with some new initiatives for the business.
Today, I thought I’d share with my connections and followers some research into the 7 Ps.
The concept of the 7 Ps was introduced in the 1980s by marketing expert Philip Kotler to help businesses thrive in competitive environments.
Originally, marketing focused on just four elements (Product, Price, Place, Promotion). Over time, three more Ps were added—People, Positioning, and Packaging—to reflect the growing complexity of modern business.
For small businesses, the 7 Ps help guide us toward growth and sustainability by focusing specifically on:
Product #
We often succeed by focusing on niche products or services: It’s important to ask ourselves what unique value does our product offer, and does it solve a real problem?
Price #
Pricing isn’t just about covering costs; it’s about conveying value.
Promotion #
Through cost-effective channels like social media, email marketing and events, we have a fantastic opportunity via our messaging to highlight what sets us apart.
Place #
Whether we’re selling online or offline, visibility, accessibility and a seamless buying process are vital.
Packaging #
Our product’s “look” can be a game-changer. A memorable design, branding or strapline can help us punch above our weight in crowded markets.
Positioning #
This is all about how our brand is perceived by our target audience. In a small business context, it’s not just about being different; it’s about being relevant.
Start by asking: What problem do we solve? What emotions do we want our brand to evoke? How would we like our clients to describe our business to others?
Strong, consistent positioning helps us carve out a distinct identity, even in crowded markets.
For small businesses, storytelling is a powerful tool for positioning. People love to support businesses with a relatable mission or a compelling backstory.
People #
As a small business, our small teams are our brand. By delivering exceptional service our clients will become our biggest promoters.
The 7 Ps are a dynamic tool. As a small business, we often have the advantage of agility. It’s our Superpower and we can quickly tweak our strategy or add a new product or service to our lineup.
“To think creatively, we must be able to look afresh at what we normally take for granted.” – George Kneller.
Thank you for reading.
