Marketing is the process by which a company or an organization reaches out to the audience. The basic marketing strategy depends on 7P’s before there was an introduction to the 8th P. Amendment is a part of all the processes in society.
What Are The 8Ps Of Marketing? Significance Of 8th P, I.E., Partnership.
- There are 7Ps of Marketing.
- 7Ps include Price, Place, Product, Promotion, People, Process, and Physical evidence.
- Recent theories have come up with the 8th P, which is Partnership.
- The partnership is nothing but collaboration between brands. For example, we take the collaboration between Ola and Foodpanda.
- Partnerships enable brands to gain access to a bigger market and provide services at a larger scale.
7 P’s Of Marketing Is Old, Here’s The 8th P!
Thus, an amendment is also made regarding the main features of marketing. Let us first look into the 7 p’s of marketing that have existed from the time this concept is introduced in society.
Price:
The MRP or the Market Retail Price is one of the very basic elements that work in the process of marketing a product. In a market where there is intensive competition, the MRP matters a lot. The MRP puta different effects on the different times of customers.
Customers who are brand freaks and think that the price, the better the product, will buy the products that have higher prices. On the other hand, customers who are budget oriented would buy products that are less priced without bothering much about the quality.
Place:
The place in which you are offering your product is very important to be noted. For example, selling a boot in America will be much more profitable than the sale in India. This is affected by the place, time, lifestyle, dress, and culture, as well as the weather and environment.
Thus, before selling a product, thorough research should be done to gain more and more profit as well as to set its roots deep in society.
Product:
This element differs from one individual to the other. The quality of the products matters when a customer is a brand- freak. The product that you are selling must be of the quality that the customers are expecting.
To reach this point, go-through research is very important to gain the perfect idea of what the expectations in society are.
Promotion:
The key element of marketing is promotion. Promotion helps the seller to convey their message in a better way and to a lot of audience. The process of promotion includes visual as well as auditory procedures.
This can be done by advertising, PR, social media advertising, sales marketing, and many other procedures. Thus, reaching out to a massive number of audiences, who would bring in more and more profit to your company or organization, is one of the most important steps that need to be taken.
People:
This refers to the target audience. Target audience refers to the strata of people one wants to target their products to.
This is very important to meet the expectations of the audience regarding the products that you are deciding to sell. This would give a clear view of what, in what quantity, and what quality your product should have to gain popularity and thus, profit.
Process:
This is the point that is taken into consideration for sure. This process involves the amount of money that the customer is paying, except for the amount of the product.
For instance, if the delivery of the product is online, the extra amount for the delivery to your address should also be considered.
Physical Evidence:
The physical evidence of the products that you are offering to the customer is very important. For instance, a salon gives you a complete hairdo while an insurance company gives you all the paper works that are legally done. Thus, these physical pieces of evidence are very important.
partnership
In the recent world of marketing, there is a new introduction to the 8th P. This stands for Partnership. The partnership is now introduced to be one of the key features of marketing. The partnership is one of the steps that is being taken to bring about more success to the established brands, along with bringing awareness about a new brand.
The 8th P for Partnership stands for the partnership that takes place between already established companies with newer companies. The partnership can also take place between different entities that are present in society.
For instance, a new boutique can go into a partnership with the flip kart, which is an already existing brand in itself. This partnership has a lot of benefits:
- It gives out recognition to the new brand that is formed;
- It gives out a better platform for the new brand to grow further;
- The partnership also allows the established brands to expand;
- Through this partnership, there is a larger target audience that is made for both companies;
- It does not take away the identity of the brands.
One of the best examples that can be taken is: we can book a flight from our house or office along with booking an Uber Go. Besides, we can also book an Oyo in some other place and can order food on Zomato, that you would carry for the journey. These can be done at an instance. But, if there is a collaboration or a partnership that these apps undergo, the process becomes very easy.
The collaboration would help the apps to work on each- other’s shortcomings as well as strengths. Thus, it would lead to the growth of all the brands that are getting into a partnership.
The Most Famous Partnerships That Turned Out To Be The Talk Of The Town.
Zomato And Tinder- ‘Tinderlicious’.
Zomato is an app that gives out the best restaurants that you can visit or can order food from online. Tinder is a dating app that brings you the opportunity to talk to new people and make friends or fall in love with or go on a date with them.
Thus, the collaboration between these two apps, just before Valentines’ Day, has caught all the attention of the ones who are finding a good place to visit on a special day.
It gives forth a good combination of love and food that you can choose as per your requirements in this month full of love.
Uber And Airtel.
This partnership is by far the smartest one that has been made. The deal gives free Wi-fi access and connection to customers who choose uber for taking a ride.
Especially in Bangalore or Mumbai, the rides can be long, tiring as well as boring. This is a small step to remove the boredom of the passengers to an extent. Thus, this collaboration has led to profit for both brands.
Flipkart And UC Browser.
This partnership between the top E-commerce brand, flip kart, and the widely used internet browser gave a new kick to society.
This has proved beneficial for both parties. The browser is being used frequently as well, and the e-commerce platform is being browsed more. Nature is quite a secret, but the partnership has given in a lot of profit.
Paper Boat And Top Ramen.
Paper boat, one of the most famous brands of drinks, has joined hands with the Japanese
food giant, Top Ramen. The brand paper boat has both physical evidence as well as price into consideration. The partnership between the two brands has proved to be beneficial for both brands. More than a strategic business partnership, this is a partnership more about PR.
Tata Housing Partners With Amazon.
The top-selling brand Amazon has had its’ collaborated with the biggest housing partners, the Tata housing partners. This partnership has enabled Amazon to sell houses online. This collaboration is proved to be beneficial for both brands.
While Tata housing partners have a larger footfall, Amazon is gaining popularity and more traffic on its site.
Ola Cabs In Partnership With SBI:
The partnership between Ola cabs and the State Bank of India is done to give out easy loans to Ola drivers. This has enabled an increased number of individuals to show interest in working as an Ola cab driver, either full-time or per-time.
Thus, this is also resulting in the footfall in SBI. Thus the partnership is proving to be beneficial for both parties.
Snapdeal And Urban Clap:
The shaking of hands between these two brands has proved to be very beneficial for both. The users of snapdeal are now eligible to gain online personal services. For instance, if you are buying a new sleeveless top and you remember that you need to get your hands waxed, you can book the service online from the same app and at the very instance.
This saves you time hopping from one application to the other. Thus, you can avail of more than one particular service at a given time from one particular site.
Pottery Barn With Sherwin- Williams:
The co-branding campaign that has been launched, in partnership with these two brands, is known as ‘color you room.’ One of the biggest benefits of co-branding is exposure to more and more opportunities for all the parties that are involved.
This partnership has brought forth new collaboration and better quality paints that are to be sold out in the market. Thus, they are getting better responses and are reaching heights.
Taco Bell With Doritos:
This collaboration has brought about a transformation that is well-approved by the youngsters, who are the basic target audience of this partnership. Both have taken their strengths and weaknesses very efficiently.
Thus, it gives the brands the to infuse the best parts of each – other into their recipes and finely discard the weaknesses. This partnership is an example of the best strategic business partnership.
Kanye And Adidas:
Kayne and Adidas have come together to give the customers a good ‘Yeezy’ experience. While the celebrity appeal of Kanye is creating buzz all around, the long-time-based athletic-wear brand Adidas is again bringing about a shoutout, with its’ new streetwear.
The two brands have come together and have given society several sneakers and other athletic wear that are labeled under the ‘Yeezy’ title.
BMW Shaking Hands With Louis Vuitton:
The BMW and Louis Vuitton collaboration is one of the most unexpected ones. If seen, both brands are related to travel.
Thus, the designer brand Louis Vuitton has taken all the strengths of the travel expert BMW and vice-versa, bringing better achievement opportunities for both brands.
Starbucks In A Partnership With Spotify :
Through the partnership, a “music ecosystem” is being made, where, while enjoying a sip of your favorite coffee, you can listen to your most preferred songs plugged into your ears. This has been working out to a large extent.
Starbucks employees, in addition, get the premium version of Spotify, which enables them to listen to their favorite tracks while working at the store. This has also increased the speed of work done by the employees.
Uber And Spotify:
Uber and Spotify have come together to give out new technological advancements to customers. Now, you can enjoy browsing music during a boring and bland drive from your Spotify account.
Along with this, you are given free net services too, which makes your drive worth it. Thus, you can go on to have a musical journey. This has increased the number of users on both Uber as well as Spotify.
Amazon In Partnership With American Express:
Amazon, one of the most visited enterprises, has joined hands with American Express. This enables customers to use a card that will enable them to buy and exchange products.
Besides, the card gives out the users enhanced data and enables them to go with all the different avail other purchasing offers and opportunities.
Conclusion:
Thus, in recent times, a lot of partnerships have taken place. Few proved to be a success, while others did not gain so much popularity and effectiveness in society. We look forward to getting more and more partnerships for the betterment of society and individuals. These would prove beneficial to the brands also.
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Co-Founder of Burban Branding. With 5 years of expertise in Naming, Branding, and Strategy, I’ve empowered 200+ clients worldwide. Let’s embark on a transformative journey together, unleashing your brand’s true potential. Join me in creating a remarkable brand identity that captivates and inspires.
