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How to use the marketing mix

The marketing mix or commonly referred to as the (marketing mix) is a set of variables used to achieve marketing objectives in a company or organization.


How to use the marketing mix


The idea of ​​the marketing mix was first introduced by Neil Borden in 1948, but not yet in the form of a set of variables as we know it today.


In 1960 for the first time E. Jerome McCarthy formulated the marketing mix in terms of four main variables known as the 4Ps, namely product, price, promotion and place.


About two decades later, in 1980, a group of marketing thinkers came up with additional ideas that extended the scope of the marketing mix to the 7Ps:


  • Product
  • Price
  • The place
  • Promotion
  • Physical evidence
  • People
  • Process


Functions of the Marketing Mix in Business Having superior products and services is often not enough to fully benefit a company or organization.


These products and services need to be widely known by the public, embedded in the minds of customers and stakeholders and furthermore, users of these products and services can become active promoters.


A series of effective marketing strategies are needed by companies to achieve competitive advantage, profitability, and business sustainability. Here are some ways to implement the marketing mix as part of a company's strategy.


7 How to use the marketing mix for a company


1. Offer products


In determining the product to be sold, the company must first research what goods or services will be produced, this must analyze the problems faced by consumers and after that offer product solutions that can solve problems for consumers.


The product is intended for (Men/Women, Children) in accordance with the target product produced. We need to know what is unique about our products with competitors.


2. Determining the Price


Setting the Right Price Usually business people have to determine the price of the goods they offer.


There are a variety of other pricing strategies, depending on the type of product and service and the competitive environment the company faces. The right product at the wrong price will not be well received by customers.


3. Giving Place


Determination of Place In the current phenomenon, the determination of the place of sale is not only a place to sell in physical form, but does not rule out the possibility that the place of sale can be in the form of online. market, and factory placement. close to raw material requirements.


Read also : Know the Types and Examples of Marketing Management


4. Designing Promotions


Designing a Promotion Strategy Designing a promotional strategy must look at the target or purpose of this product being made, for example if this product is made for young people, the company must have promotions that can reach young people easily, one of which can use social


5. Displaying Physical Evidence


Displaying Physical Evidence Physical evidence is not limited to physical products, physical evidence can be in the form of logos, brochures, customer service, employee uniforms, official websites and official social media. The existence of this physical evidence is to create trust in customers in buying or using the products and services offered. This physical evidence will be more challenging if the commodity being sold is something that doesn't look like a service.


6. Recruiting People


Recruiting the Right People and Targeting the Right Communities In supporting the company's business processes, HR is the most important aspect of smooth business processes. HR recruitment must be based on established SOPs and in accordance with company needs. So that the performance of HR in the company will go hand in hand with the welfare of HR, then the company will get HR loyalty in operational activities.


7. Prioritizing Process


Prioritizing Process Excellence and Traceability In the manufacture of products and services, the process factor is also one of the most important. because of the need for consistent products and will certainly increase demand from the market. Therefore, the company must make a Standard of Procedure (SOP) in operational activities and ensure that all employees understand the applicable SOP so that they can provide good experience and feedback from consumers.


Thus the discussion on how to use the marketing mix, hopefully it can help.