Bringing a new product to market involves more than just the initial idea. It requires careful planning and consideration of various factors to ensure the product’s success. One useful framework for this is the 7Ps of marketing, which helps cover all critical aspects, from product development to customer experience. By focusing on these key areas, businesses can create a well-rounded product that not only meets market demand but also stands out in a competitive landscape.

1. Product

Recognising the type of product you’re developing is crucial for a successful launch. Whether it’s a core product that fulfils a basic customer need, an actual product with distinct features and branding, or an augmented product offering additional services, understanding its place in the market is essential for positioning and success.

Equally important is the role of packaging. Beyond its practical function of protecting the product, packaging acts as a powerful branding tool. The design and packaging printing methods can dramatically shape how customers perceive your product. A thoughtfully crafted package not only captures attention but also reinforces brand identity, making a strong impact whether in-store or online.

2. Price

Setting the right price for your product is about finding a balance between profitability and what customers are willing to pay. A competitive pricing strategy ensures that your product appeals to the target market while aligning with your overall brand positioning. Pricing decisions should consider production costs, market demand, and competitor pricing. 

Furthermore, price plays a critical role in shaping your brand’s image—whether you’re aiming for a premium market or offering more affordable solutions, the price should reflect the value your product delivers to the customer.

3. Place

“Place” refers to how and where customers can access and purchase your product, making it a key consideration in any product launch. Whether selling through physical stores, online platforms, or a combination of both, choosing the right distribution channels is essential to reach your target audience. 

For products sold online, factors like user experience, website navigation, and delivery options come into play. For in-store products, the location and retail environment are crucial for visibility. Ensuring your product is available in the right place, where your customers already are, significantly impacts its accessibility and overall success.

4. Promotion

Effective promotion is about more than just spreading the word; it’s about creating a message that resonates with your target audience. A successful promotional strategy grabs attention, engages customers, and offers them a compelling reason to choose your product. 

In product design, how a product is presented and communicated to the audience is critical to its appeal. Whether through digital marketing, social media, or traditional advertising, promotion should foster a two-way dialogue, allowing customers to interact with the brand. Consistency in messaging and visuals helps reinforce brand identity and build customer loyalty. 

5. People

“People” refers to everyone who represents your brand and interacts with customers, from sales teams to customer service representatives. These individuals play a crucial role in shaping the customer experience and can have a significant impact on customer satisfaction. 

The right people can effectively communicate your brand values and ensure that customers feel valued and understood. Whether through face-to-face interactions, online support, or even social media engagement, everyone involved in promoting and selling your product should aim to leave a positive, lasting impression that aligns with your brand’s identity and goals.

6. Process

The “Process” refers to the journey customers experience when purchasing your product, from the moment they discover it to the final transaction. A seamless and efficient process can significantly enhance the overall customer experience, making it easier for them to engage with your brand. 

Whether it’s an online checkout, navigating your website, or an in-store purchase, the buying process should be intuitive and straightforward. Streamlining processes, such as offering multiple payment options and ensuring timely deliveries, not only builds customer satisfaction but also encourages repeat business, making this an essential consideration for long-term success.

7. Physical Evidence

“Physical Evidence” encompasses all the tangible and intangible elements that customers encounter when interacting with your product and brand. This could be the packaging, the quality of the product itself, or the look and feel of your website or retail environment. 

For online businesses, physical evidence includes the website design, product imagery, and even customer reviews. In physical stores, it includes everything from product displays to the atmosphere. These elements reassure customers about the quality and credibility of your product, reinforcing trust and shaping their overall experience with your brand.

Author

Rethinking The Future (RTF) is a Global Platform for Architecture and Design. RTF through more than 100 countries around the world provides an interactive platform of highest standard acknowledging the projects among creative and influential industry professionals.