The Primary Elements of any Marketing Plan
There are several versions of this model created as people extended the initial 4Ps. We like the eight Ps model to describe the primary elements of the marketing mix, and therefore the things that should be considered as the tactical components of any marketing plan. The great thing about this model is it encourages marketers to think beyond the promotional campaign.
The eight Ps are: PRODUCT: the features and characteristics of the product itself. PRICE: pricing strategy (obviously!). PLACE: this relates to how the product is distributed. It includes sales channels, including online availability. PROMOTION: the way that the audience is informed about the product and its benefits. This is the “marketing campaign” PEOPLE: the human element of the campaign, which addresses everything from the training of sales people to the resourcing of campaigns. PROCESS: the impact of internal processes on the customer experience. PHYSICAL EVIDENCE: the experience of buying the physical product or the online experience. PARTNERS: the importance of partners – often called the ecosystem around the product.
