A Simple Guide to the 4Ps & 7Ps of Marketing (with a Downloadable PDF!)
Rana Hazem
1/1/20254 min read
Trying to market your new business when you’re NOT a marketer means your to-do list is piling up, and you’re probably feeling a little lost. But the good news is: I’m here to help!
At the core of your business plan lies the foundation for your marketing plan: the marketing mix. However, if you’ve ever looked up this term, you’ve likely come across some blogs discussing the 4Ps of marketing, while others focus on the 7Ps. But, which Ps should you focus on? That’s exactly what this blog post will help you figure out.
Here’s what you’ll learn:
As a bonus, you’ll also get access to a free downloadable Marketing Mix PDF Worksheet to put your plan into action!
4Ps vs. 7Ps: What's the Difference?
It’s less about a difference and more about evolution. The 4Ps framework (Product, Price, Place, and Promotion) has been around since the 1960s. However, marketing has evolved, so has the framework. And now we have the 7Ps, which add three more elements: People, Process, and Physical Evidence.
Here’s the main difference:
4Ps: Best for businesses focused on physical products.
7Ps: Ideal for service-driven or hybrid businesses.
Why You Should Use the Marketing Mix
It’s your business game plan, it helps you:
Define your product or service: Understand exactly what you're selling, how much it costs, and how you're delivering it to customers.
Attract the right customers: Create marketing strategies that attract the ideal customers for your business.
Stand out from competitors: Create a unique product, pricing, and promotion strategy.
Stay focused: Keep everything organized by having a structured framework.
Bottom line, using the marketing mix ensures you’re covering all the bases while building your business.
7Ps of Marketing: What Do They Mean?
Here’s what each “P” means and how it fits into your marketing strategy:
Product: What you’re selling, whether it’s a physical product, a service, or an experience.
→ Consider its quality, features, design, and benefits.
→ Ask yourself: What makes it special? What problem does it solve?
Price: How much you’re charging for your product or service.
→ Factor in production costs, perceived value, and competitor pricing.
→ Will you offer discounts, promotions, or payment plans?
Place: Where your customers would find your product or service.
→ Options include physical locations, e-commerce platforms, or partnerships with delivery services.
Promotion: How you’re promoting your work.
→ Promotion includes advertising, sales promotions, social media marketing, and other efforts to drive awareness and sales.
People: This refers to your team, customer service, and anyone interacting with your customers.
→ Train employees to reflect your brand values and ensure excellent service.
Process: The steps customers take to receive your product or service.
→ Simplify ordering, fulfillment, and delivery processes to create a seamless experience.
Physical Evidence: The tangible proof that your service is real and trustworthy.
→ Examples include branded packaging, positive reviews, or the ambiance of your physical location.
How to Use the Marketing Mix (With an Example):
Now you know what each P stands for, but how do you actually use them in your business? Let’s take a quick example using a hypothetical small coffee shop.
Product:
→ High-quality coffee, specialty drinks, and freshly baked goods.
→ It fulfills the desire for delicious, high-quality coffee and pastries.
→ It can be customized: customers can choose drink size, sweetness level, milk alternatives, and additional flavors.
Price:
→ Prices range from $4 to $6 per drink.
Competitors charge between $3.50 and $5.50.
→ Accepted payment methods are credit/debit cards, mobile payments, and cash.
→ Seasonal promotions, loyalty rewards, and discounts on bulk orders will be offered.
→ The pricing strategy is value-based pricing and occasional promotional discounts.
Place:
→ The product is available in a cozy coffee shop and via local delivery apps.
It can be accessed in-store, and through online ordering, and delivery platforms.
→ Partnerships with local delivery services and event organizers for catering are needed.
Promotion:
→ Promotion platforms would be Instagram, Facebook, TikTok and Twitter (Now X).
→ Marketing message is sustainability, quality, and a sense of community.
→ There would be special campaigns for holidays like Halloween, Christmas and Valentine’s Day.
People:
→ Friendly, well-trained baristas and staff.
→ Regular workshops and customer service training will be used for employees.
→ Employees represent business values: warmth, professionalism, and sustainability.
Process:
→ There are streamlined ordering and preparation systems in place.
→ The steps put in place to deliver orders: Order received → Beverage preparation → Quality check → Delivery to customer.
Physical Evidence:
→ Eco-friendly packaging, branded merchandise, and the coffee shop’s cozy atmosphere.
→ Customer touch-points that reinforce trust are high cleanliness standards, professional staff, and positive reviews online.
By applying the 7Ps, this “coffee shop” ensures every part of its business works in harmony, from offering a high-quality product to delivering exceptional customer experiences. The same applies to your business: whether it’s a product or service, the marketing mix helps you define, refine, and execute your strategy with clarity and purpose.
Download Your Marketing Mix PDF Worksheet!
Want to apply the 4Ps or 7Ps to your business? Download this free PDF worksheet to create your marketing mix step by step.
Whether you’re starting from scratch or finalizing an existing strategy, this worksheet is designed to make it simple and actionable.
Need Help? Let’s Work Together!
Feeling overwhelmed or short on time? No worries, I can handle it for you. Contact me today to craft a marketing strategy designed to meet your needs!