Extended Marketing Mix
The 4 Ps:
The new 3 Ps:
- Physical Environment
And then there were 7
This element focuses on the people within a business who come into contact with customers.
For a physical product, these are likely to be the people involved in the initial selling process and those providing after sales service.
For a service the people is even more important due to their increased impact on customer satisfaction.
Recruit the correct people
Train them properly
Motivate your staff
Share with employees the importance of good customer service.
Do you have to wait long?
Easy to navigate?
Can you make it easier?
- Enhancing the experience of queuing where necessary, theme park rides may provide some entertainment whilst queuing.
# Physical Environment
The physical premises of a business
When you first walk in you get an impression.
- the design
- the decor
- staff uniforms and appearance
- brochures, stationery
If the physical environment gives a positive impression about the business, then the customer is more likely to use their service. An unattractive reception area, low quality brochure and non-user-friendly website are likely to put customers off.
Physical: The appearance of a physical store, ideally something that reflects the mood of the brand and sets customer expectations of the business.
Process: The interactions and involvement with the customer as they move through the store experience. Somewhere like IKEA is going to have a very different process to a place like McDonalds. IKEA expects you to spend a long time in the store and walk right round the whole place, likely spending a large amount of money. Mcdonalds however focuses on a short, easy experience.
People: The staff that you interact with whilst at the shop and how they reflect the brand image.
Apple and Poundland differ largely in the area of image. Poundland has a very wide range of products and looks to cram as much in as they can and try to get people to buy a larger amount of products so that Poundland can keep their prices low.
Apple looks for a much cleaner experience where the customer looks at possibly getting a single product. However Apple provides experts who can guide you through the whole process. Apple doesn’t need to sell you a product either, as their margins are very high and prices are in the hundreds of pounds.
Most important 3 Ps:
- Price -> People always want to save money
- Promotion -> Good promotion keeps the brand in people’s minds
- People -> Friendly staff will greatly increases the chance of a sale
The price is fairly low compared to many other restaurants. The place is usually near a high footfall area where there are lots of people present. The promotion is strong, with memorable tunes and branding