The Nine P’s/9P’s of Marketing ©2007* are used In Marketing Seminars, Advertising Classes, the Classroom, the Courtroom & the Marketplace. This concept includes important strategic philosophies and practices which guide Marketing planning, objectives, strategies, tactics, efforts and/or Marketing relationships/partnerships.
Developing a strong brand is a byproduct. It comes from doing the components under the Nine P’s of Marketing... right. Make sure the Product or Service is excellent. Research and Planning, excellent.
The Nine P’s/9P’s of Marketing can be used successfully by product companies, service firms, for profits entities and nonprofits “selling” directly or indirectly to consumers (B2C), to marketing intermediaries (such as industrial, consumer, retail, wholesale and professional channels of distribution), and to other businesses (B2B).
These are some of the reasons Larry Steven Londre created the Nine P’s of Marketing, as an experienced marketing professional, marketing expert, adman, marketing consultant and teacher of Marketing, Advertising and Business Strategies. See the first P > | Download 9Ps PDF
*Created by Larry Steven Londre. Copyright 2007.
Good Marketing decision making is no accident. It takes insight and insights.
Employees, managers, staff, people and organizations engage in a number of tactics and activates we call Marketing. But it’s much more. It starts with planning. I have found over the years that many seem to confuse advertising with Marketing or Marketing with advertising. There is so much more to marketing than one component under Promotion.
Using the Nine P’s of Marketing help brand managers, marketing managers, entrepreneurs and others work within a structure with tools of observation plus research and for new product development, customer service, market implementation, securing better partners, strategic promotion, better presentation in the marketplace and much more.
Develop and transform marketing objectives to marketing strategies to tactics, marketing management must make basic decisions on marketing targets, marketing mix, pricing, promotion, partnerships, distribution, marketing budgets/expenditures and marketing allocations.
It’s dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels and distribution, promotion, partners, presentation media, sales areas and others.
The 9P’s start with Planning and Research.See Example
Product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties, return policies.
A Product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. (Kotler)
Look at branding; brand equity; brand name; quality; unique selling proposition (USP) and unique value proposition (USP); newness; complexity; physical appearance; packaging; labeling; ingredients; maintenance and service contracts; and others.
A product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed or sold through the same types of outlets, or fall within given price ranges. The major product line decision involves product line length (the number of items in the product line. A company’s product mix has four important dimensions: width (number of different product lines), length (number of items a company carries within the product lines), depth (number of versions offered for each product in the line), and consistency (how closely related the various product lines are in end use, production requirements, distribution channels, or in any other way).See Example
Set of buyers who share common needs or characteristics that the company decides to serve. Targeting.
A Target Market consists of a set of buyers who share common needs or characteristics that the company decides to serve. Market targeting can be carried out at several different levels.
A product focusing on a specific target market contrasts sharply with one following the marketing strategy of mass marketing. A target audience would be a media term.
Defining a target market requires market segmentation; the process of segmenting the entire market as a whole and separating it into manageable units based on demographics, geographics, psychographics, behavior, technographics or technographical characteristics.
Can the segments be accessed?
Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. Pricing decision making also involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions.
“Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service.
Deceptive and misleading pricing practices may lead potential buyers and consumers to believe they will get more value and a better price than they will actually receive.
Consider and review “Value-pricing” and “Perceived-pricing.” “Value,” the worth in monetary terms of the technical, economic service and social benefits a customer receives in exchange for the price he or she pays for a market offering. Look at good, better, best pricing and values.
The “value” that the customer perceives in relation to the price paid must be greater than alternatives in order for a selected product to be purchased.
Prices are a key positioning factor and must be decided in relation to the target market, the product and service assortment mix, and the competition. All retailers would like high turns x earns (high volumes and high gross margins), but the two don’t usually go together. Most retailers fall into the high-markup, lower volume group (fine specialty stores) or the low-markup, higher-volume group (mass merchandisers and discount stores). (Kotler and Keller)
Pricing strategies include: cost-, profit-, competition-, demand-, value-, customer led-based pricing.See Examples
The communication element includes personal and non-personal communication activities. Activities that communicate the merits of the overall product, which include looking at consistency of message and messaging, especially with and within the different targets/elements/components/parts.
Eight (8) major, strategic components of Promotion:
The “P” is the act of presenting any of the different 9P’s© to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, and/or partners. They are symbols or images that represent something; a descriptive or persuasive account (as a sales person of the product or service). Something set forth for the attention of mind.
Think about positive and negative emotions in a presentation by a salesperson or sales force. Negative emotions narrow a person’s vision and propel selling behavior toward survival in the moment, especially new sales people– “I’m frightened, so I’ll flee.” Positive emotions do the opposite: They broaden people’s ideas and we sell longer and can be more perceptive, more creative. For the seller, positive emotions can widen our view of the potential buyer and the specific situation. Where negative emotions help us see trees, positive ones reveal forests. They can aid in devising unexpected solutions to the buyer’s problem. The effects of positivity during a sales experience can infect the buyer, making him or her less adversarial, more open to the possibility and more willing to make a purchase.
Wal-Mart and retailers want a better integration of its retailing in store and online.
Another example or two: The Internet changed everything especially in the “presentation” of the different P’s. Another part of “presenting” is the big picture perspective of corporate social responsibility (CSR) which refers to consideration of, and the firm’s responses to issues, beyond narrow economic, technical and legal requirements. These objectives and firm strategies of accomplishing social benefits along with the traditional economic gains which the firm is seeking is vitally important to the “presentation” to the constituents, different publics and to the world.
Companies look and review issues of global sustainability, not interfering in the internal politics of the different countries and the governments of local markets, respecting natural resources, conducting research and development activities in developing countries, respecting local laws and regulations, environmental concerns, creating jobs in the served markets, respecting human rights, and more.See Example
A strong liking for or devotion to some activity; deep interest in your partnership/presentation of any of the 9P’s© to any target or partner.
As a brand manager or marketing manager it starts with “believing” in the product and services you market and sell. And from research, it needs to show, in the “presentation,” your passion for the product. Many sales persons dispute the concept that many sales people can sell anything, whether they believe in the product or not.
That may have been true in the past, before the web, when manufacturers, producers and sellers held distinct information and specific product advantages, with buyers having limited choices. Not now. Today, buyers can find tons of information about products, product lines, product variables, product attributes, distribution options, strategic partnerships, pricing, sales promotions, new product development, and more.
Salespeople have told me that believing leads to a deeper understanding of your product offerings, which allows sellers to better match what they have with what others need and buyers want. According to psychologists, with “passion,” management, brand managers, marketing managers and other employees need another component or two. Needing to extend commitment over a period of time, add inspiration, longevity with perseverance to heighten passion. When you combine inspiration, passion with perseverance, the team may have “grit,” in delivering short and long term sales.See Example
For 40+ years, he has taught and presented the Nine/9P’s/4P’s of Marketing at many
colleges and universities including undergraduate and graduate programs at:
Companies do not get potential users or customers to try a product by convincing them to love their brand. You get them to love a brand by convincing them to try and use the product or service.
Be sure the company is taking good care of their customers (People), and having the right Planning and targeting (People), the right Product, right Place or distribution, right Price, right Promotion, right Partners, right Presentation, with the right amount of Passion.
"The aim of Marketing is to know and understand the customer so well that the product or service fits him (her/it) and sells itself."