Всё, что нужно знать про модель маркетинг-микс

Модель маркетинг-микс

digital_strategies_4P

Продукт (Product). Что компания предлагает потребителю? Это может быть как товар, так и услуга. В маркетинговой стратегии элемент «продукт» отвечает за:

  1. свойства продукта;
  2. качество продукта;
  3. внешний вид продукта;
  4. ассортимент продуктов и др.

Цена (Price) отвечает за конечную прибыль от продажи продукта. Цена зависит от ценности продукта в глазах потребителей, себестоимости продукта, цен конкурентов и желаемой прибыли. Маркетинговая стратегия содержит:

  1. ценовой сегмент, в котором работает компания;
  2. ценообразование для различных каналов продаж, сюда может входить формирование цен для оптовиков в зависимости от объема или условия для дилеров;
  3. наличие сезонных акций;
  4. возможные промо-мероприятия;
  5. возможности для снижения цен.

Место продажи (Place). Правильно выбранное место продажи обеспечивает доступность продукта для потребителей в нужное время.

Маркетинговая стратегия описывает:

  1. рынки сбыта, в том числе регионы;
  2. каналы сбыта — розничные, оптовые или дилерские продажи;
  3. оффлайн и/или онлайн;
  4. условия для дилеров;
  5. условия и правила выкладки товара;
  6. управление запасами и логистика.

Продвижение продукта (Promotion) все маркетинговые коммуникации, которые позволяют привлечь внимание потребителя и донести до него все преимущества продукта, а также сформировать у него потребность в продукте. К элементу «продвижение» относятся реклама, PR, контент-маркетинг и тп.

  1. Стратегия продвижения.
  2. Требуемый маркетинговый бюджет.
  3. Целевые показатели продвижения, выражающие рост прибыли, продаж, лидов, LTV.
  4. Каналы коммуникации.
  5. География коммуникации и др.

Подробнее про продвижение в статье «Как увеличить продажи с помощью системного маркетинга. Инструменты».

Расширенная модель — 5P содержит еще элемент «Люди (People)» который описывает влияние людей на восприятие продукта потребителями. К этим людям относят работников (продавцов, кассиров, курьеров, консультантов — всех, кто контактирует с потребителями или потенциальными потребителями), «лидеров мнений» (людей, чье мнение о продукте сильно влияет на мнение потребителей). К элементу «Люди» также часто относят лояльных и крупных клиентов.

В маркетинговой стратегии важно отразить формирование мотивации для работников, программы лояльности для клиентов, методы коммуникаций с «лидерами мнений», способы сбора обратной связи от клиентов. Подробнее про сервис в статье Левиной И.В. в 8 выпуске журнала «Гребенникон».

В модели 7P появляются еще два элемента, которые в большей степени относятся к B2B.

B2C

Business to consumer

коммерческие взаимоотношения между организацией (Business) и «конечным» потребителем (Consumer).

B2B

Business to business

взаимодействие юридических лиц.

digital_strategies_7P

Процесс (ProCeSS) — процесс взаимодействия между потребителем и компанией. Цель маркетинговой стратегии относительно процесса — сделать приобретение и пользование продуктом максимально комфортными. Для В2В-сегмента это означает успешные крупные сделки и долгосрочное сотрудничество, для рынка услуг — частые повторные продажи.

Физическое окружение (Physical evidence) — то, что окружает потребителя в момент приобретения услуги и помогает сформировать правильный имидж компании, выделить преимущества продукта. К физическому окружению можно отнести офис компании или обстановку номеров отелей.

Если смотреть на модель 4P с точки зрения пользователя, то модель выглядела бы как модель 4c:

  • Customer needs and wants/customer value (нужды и желания потребителей/ потребительская ценность)
  • Cost to customer (стоимость);
  • Convenience(удобство для потребителя);
  • Communication(коммуникация).

Модификации модели 4P

В настоящий момент многие крупные компании активно модернизируют модель маркетинг-микса под свою специфику, вводя в нее новые «Р», которые наиболее соответствуют их задачам. Новые «Р», которые также используются в модели в настоящее время:

Proposition/ Positioning — Позиционирование

Помогает отслеживать и управлять правильным имиджем, ассоциациями и метом бренда в сознании целевого потребителя в сравнении с ключевыми конкурентами.

Pack/ Packaging – Упаковка

Отдельно выделяется в связи с ростом значимости дизайна и внешнего вида товара. Внешний вид обеспечивает заметность, формирует фирменный стиль, что неразрывно помогает строить сильный бренд. При выделении упаковки в отдельный «Р» в «Product» учитываются только функциональные характеристики и свойства товара.

Profit – Прибыль

Является значимой составляющей для развития и конкурентоспособности компании, поэтому выделятся отдельно. Характеризует целевые показатели рентабельности продукта и ассортиментного ряда, минимальные пределы рентабельности. К данному «Р» также можно отнести долгосрочную экономическую бизнес-модель бренда.

Purchase – Процесс совершения покупки

Помогает в маркетинговом плане выделить (и не забыть) отдельно программы, направленные на управление процессом совершения покупки — построить модель совершения покупки и разработать мероприятия, привлекающие потребителя к бренду на каждом этапе. Понимание процесса совершения покупки помогает правильно выстроить коммуникацию бренда – быть в правильном месте с правильным предложением.

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