The 7 Ps of Marketing

The ‘7 Ps’ provide a useful framework to think about marketing strategies.

The 7 Ps of Marketing

Here are two to get you started:

Product (and services)

Customers look for products or services to meet their needs and hopefully provide answers to their problems. The challenge for the business is to continuously improve and update products and services through innovation. The ability to be able to offer ‘something new’ or ‘something different’ is important. The Coca-Cola bottle stood out from the crowd by its shape and the fact that it was easier to hold.

Businesses need to be able to describe their product or service clearly and concisely to be well understood by customers: “robot vacuum cleaner”, “accounting services for small businesses” and “Wild foods” are examples.


For any business and particularly service businesses, customer perceptions are very much influenced by the people providing the service.

Staff need good knowledge of the product(s) or service(s) being offered or undertaken.

Professional attitude and interpersonal communication skills are vital. Many organisations use ‘corporate dress’ or branded uniform clothing to help build the business image.

The challenge to meet and beat the competition is ever greater. Attention to these two Ps is a good starting point when thinking about marketing your business.

Want to find out more about the 7 Ps? Come along to TPP’s Certificate in Marketing starting 31 March at Greymouth campus.