The Magic of 3Ps......!

In our usual pursuit of finding the right product or service to satisfy our needs, we do research, we visit places of interest, we meet various people and we talk to relevant people before we firm up our opinion or preference for a suitable product, service or organisation. During this process, there is something that triggers a subtle emotional connectivity with a product, place or people we interact with. We then start building opinions as we progress through this pursuit. This formation of opinion is usually commercially agnostic but more other stimuli induced. There is something that makes us?feel good or not so good about an interaction, person, people or a place.?

So, what is this 'Something' that helps us form a good or not so good thought process?

Well,?this is in fact a deeply thought out game of the ever-evolving marketing components that influence our decision-making process. Organisations & their marketeers are now aware of this subtle stimuli and are actively looking into the aspects?beyond the features of their product, service or the same old strategy in order to influence?our emotions led thought process and create a positive consumer perception. If you are curious to know about these components, then it will certainly help if we accept that there is an evolving marketing strategy at play that build this subtle 'Feel Good Factor'.?

In today's ever changing business landscape where a product?just can't drive itself solo and its symbiotic alliance with an ever transforming service concepts becomes increasing critical, it is all the more?important for us in sales and marketing community to understand, accept and acknowledge growing?influence of these subtle game changers. These subtle game changers are known as 'Supplementary 3Ps' of modern marketing. These are generally acknowledged as additional 'Ps' over and above the long standing traditional '4Ps' of the product marketing mix.?These additional 'Ps' are subtle yet strong and now play an ever increasing significant role in influencing consumer behavior. This is what makes us experience 'Feel Good Factor' if practiced correctly.?

Whilst the traditional and fundamental '4Ps' of marketing namely Product, Price, Placement and Promotion stand firm in its place, the additional '3Ps'?add new weapons namely People, Process and Physical evidence to its Armory. These '3Ps' wrap the product at their core and influence the emotional factors of our decision making.?'People' are the representatives and broader custodians of the product & its brand values. Their knowledge, skills and behaviors determine the fate of the product they represent. Their quality of interaction works as perception builder. Consumers do form the perception about a product or a brand, based on the?people who they interact with. 'Process' is the journey of interactions and the touch points with a product or its organisation a consumer is subjected to during their pursuit to satisfy their needs. This journey defines the quality of experience or perception they will eventually form. So?it is important for the organisations to build a customer centric 'Process' that can lead to a positive outcome.?'Physical Evidence' is all about the product's or organisation's physical, online and virtual surrounding which a consumer would be subjected to. In other words, how appealing or engaging is the space or a store for the product it showcases.

So,?the nature of the understanding and implementation of these additional '3Ps' would define the outcome of the customer marketing strategy. It is becoming increasingly pronounced as the service facets of an organisation is becoming a critical factor for our consumers. Hence the reason why?our traditional '4Ps' of marketing are now reinforced with these additional '3Ps' to make a '7Ps' based Armory.

The reason why I feel that it’s time for us to appreciate the power of these additional '3Ps' is because in today's environment of?service aware and digitally?driven?conversational economy, word of mouth determines the fate of an organisation, its people and products.?

A?constant evaluation and review of your current position with regards to these '3Ps' should be an ongoing process to learn and adapt to ensure that people, process and physical evidence help us build the 'Feel Good Factor' for our organisation.