Marketing mix: how to use the 7P framework

Marketing mix: how to use the 7P framework

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This week we’re looking at the 7P framework for marketing campaigns. This process was originally published by marketer E.Jerome McCarthy in 1960, however is still relevant today. The model is made up of:

  1. Product
  2. Place
  3. Price
  4. Promotion
  5. People
  6. Process
  7. Physical evidence

For this case study we can look at popular coffee chain Costa, and their christmas seasonal range campaign over social media paid advertising:

By using the 7P analogy we can identify the following:


Product = Festive drinks and food items

Place = Physical costa stores and takeaway suppliers

Price = The cost of each speciality drink and food

Promotion = Social media ad campaigns (inclusive of influencer marketing), out of home marketing, TVC advertisements and print material

People = Can be an advertising agency, and in-house marketing team

Process = Hand-crafted, covid-safe procedures in place

Physical Evidence = The products themselves


Social Instinct offers full-service social media marketing solutions in West Yorkshire and surrounding areas. To find out how we can use the 7P framework to get your business noticed, email us on contact@socialinstinct.co.uk or visit our website www.socialinstinct.co.uk.

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