IF YOU WANT TO KNOW THIS TERM IN DETAIL, THEN YOU ARE AT THE
RIGHT PLACE
The marketing mix is also termed as the service marketing mix.
The following are the terms of “SERVICE MARKETING MIX”.
1. Product: Which you wish to offer or launch in the market. Basically, you should understand the market and make a product which consumer need, not something which you want to sell.
Services, Goods, etc.
Product – A smartphone company launches a new model with an improved camera and longer battery life to meet customer demands.
2. Price: If a product quality/service is best, but the cost is too high, then only rich people will purchase it. Even if you have made it for the convenience of all class people.
Price segmentation is an important term based on service/quality, it should not be too high/low
So, it is better to have deep analytics before offering the price.
3. Place-Distribution: “Place” in marketing, also known as distribution, refers to the process of making a product or service available to consumers at the right location, at the right time, and in the most convenient way. It involves selecting the most effective distribution channels, managing supply chains, and ensuring product accessibility to maximize sales and customer satisfaction.
It involves choosing the right distribution channels to ensure the product reaches the target market efficiently and conveniently.
Geographical area, consumer preferences etc.
“Place Distribution in more Detail“
1. Distribution Channels – The pathways through which a product reaches the customer.
• Direct Distribution – The company sells directly to customers
(e.g., Apple selling through its own website or stores).
• Indirect Distribution – The company sells through intermediaries like wholesalers, retailers, or e-commerce platforms
(e.g., Nike selling through Amazon or Foot Locker).
2. Types of Distribution Strategies:
• Intensive Distribution – Placing products in as many locations as possible (e.g., Coca-Cola in supermarkets, vending machines, gas stations).
• Selective Distribution – Selling through a limited number of carefully chosen retailers (e.g., Sony selling TVs only through specific electronics stores).
• Exclusive Distribution – Partnering with a single or very limited number of distributors (e.g., Rolls-Royce cars sold only in exclusive dealerships).
3. Retail vs. Online Presence – Businesses must decide whether to sell products in physical stores, online platforms, or both. Many companies use an omnichannel strategy (a mix of physical and digital presence) to reach customers more effectively.
4. Logistics & Supply Chain Management – Includes warehousing, transportation, inventory control, and order fulfillment to ensure products are available when and where customers need them.
5. Franchising & Licensing – Some companies expand their reach by allowing independent business owners to operate under their brand (e.g., McDonald’s franchises worldwide).
“Importance of ‘Place’ in Marketing“
• Enhances Customer Convenience – Products are easily accessible where and when customers want them.
• Increases Sales – The right distribution strategy ensures maximum market reach.
• Reduces Costs – Efficient supply chain management minimizes operational expenses.
• Strengthens Brand Positioning – Exclusive or selective distribution can enhance a brand’s prestige.
4. Promotion: Promotion in marketing refers to the strategies and activities businesses use to communicate with customers, increase brand awareness, and boost sales. It includes advertising, sales promotions, public relations, and direct marketing to attract and engage potential buyers. After deep analysis of the market, you should schedule when and where to promote your product.
Promotion through which means online, free sample distribution of product/service, advertising, word of mouth.
If you advertise a frozen desert in winter, it may not benefit your company. People may see but not consider or use it, even if you are spending a huge amount.
“Promotion in more Detail”
1. Advertising – Paid promotions to reach a large audience.
• Examples: TV commercials, online ads, billboards, social media ads.
2. Sales Promotion – Short-term offers to increase sales quickly.
• Examples: Discounts, coupons, buy-one-get-one-free (BOGO), free samples.
3. Public Relations (PR) – Building a positive brand image through media and public engagement.
• Examples: Press releases, sponsorships, charity events.
4. Direct Marketing – Reaching customers directly through personalized communication.
• Examples: Email marketing, SMS promotions, direct mail, telemarketing.
5. Personal Selling – Sales representatives interacting with potential customers to convince them to buy.
• Examples: Car dealerships, real estate agents, corporate sales teams.
THIS ARE THE MAJOR PART IN MARKETING MIX KNOWN AS 4P’s OF MARKETING MIX
The total number of P’s is 7 in the marketing mix which you need to remember. The remaining three elements are:
5. People: (Employees, support staff) A good working environment for your employees and goodwill of your company among people plays an important role. Employees getting benefits, work life balance, salary, insurance leaves and loan facility. All this helps in creating word of mouth publicity. The benefits after connecting with your product/service, rather it may be directly and indirectly.
Employees, support staff
6. Process (Service process/ Mapping, line of interaction, system setup) Can be simply termed as line of action/ Chain of command, from board meetings to CEO to general manager to managers to employees.
From production to delivery, strategy of a product/service to its implementation everything comes under service process.
7. Physical Evidence (Efforts taken by the service provider to tangibles their services, facilities, environment, social settings)Considering the 4P’s can also be adequate in the initial stages of marketing.Some modifications in the 4P’s are required when applied to services due to some special features of services.