Marketing Mix Physical Evidence

Ashiq T.E(PA1105) Manish Pillai(PA1120) Rohit Sharma(PA1129)

Introduction M
The marketing mix is integral to building a new service or campaign or fundraising product. It also plays a central role in reviewing an existing product to make sure it is effective. In 1964 Neil Borden, a professor of advertising at Harvard Business School, said that building a product (good, service or idea) is a bit like baking a cake. The concept is simple. Think about another common mix - a cake mix. All cakes contain eggs, milk, flour, and sugar. However, you can alter the final cake by altering the amounts of mix elements contained in it. So for a sweet cake add more sugar!

7ps of Marketing Mix

 Product The product itself, its quality, its features, the benefits which it brings. These need to be defined from the customer's perspective not simply what you think they need and ought to have. Price The price the customer has to 'pay'. Promotion The promotion of the product is how you let customers know your product is available. Place The place, that is where you distribute your product to your

Extended Marketing Mix

Booms and Bitner included three additional 'Ps' to accommodate trends towards a service or knowledge based economy: People Process Physical Evidence

 People Not only refers to the knowledge, skills and values of the people delivering the service, but also the customers and how they interact if the service is delivered to a group. Processes Processes refer to what the customer has to go through.

Physical Evidence
Physical Evidence refers to whatever your customers can see before purchasing. This can include the physical environment, packaging, supporting collateral and anything else that helps in presentation. Physical Evidence as one of the components of the marketing mix is most useful in selling and marketing services and intangible products. Whenever your customer can't feel or see your end product, then supporting physical evidence they can see and feel becomes important. Most useful in selling and marketing services and intangible products.

The role of physical evidence

Whenever your customer can't feel or see your end product, then supporting physical evidence they can see and feel becomes important. What experience are you providing them during the purchase process itself? Is it pleasant and rewarding doing business with you? How can you tailor your customer interactions to be in and of themselves a value add and unique differentiator for you?

7Ps & 7Cs

The 7 Ps Organisation Facing Product= Price= Place= Promotion= People= Processes= Physical Evidence= Cost Convenience Communication Caring Co-ordinated Confirmation The 7 Cs Customer Facing Customer/ Consumer

Physical Evidence
Packaging. Internet/web pages. Paperwork (such as invoices, tickets and dispatch notes). Brochures.

Physical Evidence
Furnishings. Signage (such as those on aircraft and vehicles). Uniforms. Business cards. The building itself (such as prestigious offices or scenic headquarters).

Examples of Physical Evidence Example from the Customers Point of View

Service Physical Evidence
Not applicable

Other tangibles

Insur ance

Policy itself Billing statements Periodic updates Company brochure Letters/cards

Hospital

Airline

Building exterior Parking Signs Waiting areas Admissions office Patient care room Medical equipme nt Recovery room Airline gate area Airplane exterior Airplane interior (dcor, seats, air quality) Not applicable Parking, Seating, Restrooms Stadium exterior T icketing area, C oncession Areas Entrance, Playing Field

Uniforms Reports/stationery Billing statements

Express mail

T ickets Food Uniforms Packaging Trucks Uniforms Computers Signs T ickets Program Uniforms

S porting event