Analyzing the 9P Framework in Marketing

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Introduction

Marketing is a dynamic concept that continually evolves to adapt to market changes. In 2007, the 9P framework emerged as an expanded version of the traditional 4P marketing mix model. Despite its introduction over a decade ago, the 9P framework remains relatively novel for marketers in Vietnam. This article explores what the 9P framework entails and how businesses can effectively integrate these elements into their marketing strategies.

What is 9P in Marketing?

The advent of the Internet and social media has necessitated significant changes in how companies market their products and services to consumers. The original 4P model, conceptualized by E. Jerome McCarthy in the 1960s, has since been refined and expanded into more contemporary frameworks.

The 9P framework is considered an extended version of the traditional marketing mix strategy. It incorporates new elements that are crucial in the process of building a brand positioning strategy for any business. Introduced by marketing and advertising expert Larry Steven Londre in 2007, the 9P framework was developed to create a marketing structure adaptable to various new business conditions.

The 9P framework represents a convergence of specialized philosophies and practical strategies, including planning, goal setting, research, and identifying the desires of potential customers. The 9P marketing mix strategy encompasses a set of principles and orientations designed to guide marketing activities effectively.

The nine elements of the 9P framework are:

• Planning
• People
• Partners
• Presentation
• Passion
• Product
• Place
• Promotion
• Price

The Importance of the 4P Model in Marketing

Philip Kotler, the father of modern marketing, asserts that marketing involves two fundamental tasks:

1. Researching, analyzing, evaluating, and selecting the needs and wants of potential customers.
2. Finding ways to satisfy those needs and wants through the elements of the marketing mix, thereby helping businesses achieve their objectives.

In line with these values, Londre’s 9P framework was developed to ensure benefits for both customers and businesses.

For Businesses

The operations of most businesses originate from an idea, followed by producing a product or offering a service, and finally distributing it to the right audience in need. The 9P framework plays a pivotal role in directly influencing a business’s operations. Therefore, developing a 9P marketing mix strategy is essential for businesses to adapt to the market, enhance competitiveness, and increase success rates.

Moreover, identifying the nine variables in the 9P strategy provides valuable insights into customer needs and market changes. This information allows businesses to make timely adjustments, such as improving existing products or developing new ones to meet emerging demands or adjusting prices to align with consumer purchasing capabilities.

Furthermore, the 9P framework serves as a useful tool for managers to define marketing objectives specifically and appropriately. Consequently, businesses can plan their marketing activities and coordinate them effectively to achieve set goals.

For Consumers

The 9P framework not only benefits businesses in strategy formulation and execution but also provides advantages for consumers. During the marketing mix strategy development following the 9P framework, marketers must research and identify the needs of the target market.

Thus, the 9P framework reflects consumers’ detailed desires for businesses that will provide goods to meet those needs. A product or service is considered to satisfy consumer needs only when it delivers greater value than the cost incurred to purchase it, also known as providing economic benefits.

Ultimately, the 9P framework enables businesses to plan and implement more comprehensive marketing activities that cater to customer economic benefits. Economic benefits are assessed across five dimensions: functional benefits of products, location, timing, information, and experience. Specifically:

• Through execution, the 9P marketing mix strategy helps businesses create diverse product/service groups of higher quality, tailored to specific segments. Consumer desires for specific forms and attributes will guide the product development team.

• An effective and efficient distribution strategy ensures that products are available at the right place and time, making it easier for customers to access goods and services while saving shopping time.

• The 9P marketing mix model also generates informational benefits for customers. Through advertising and communication activities, customers gain clear and transparent information about products and services. Particularly in today’s multifaceted information age, customers are more empowered to verify quality and learn about brands.

In conclusion, each element within a successful 9P marketing strategy plays a crucial role. For businesses, coordinating these elements in alignment with resources and direction enhances competitive advantages, brand image, and reputation. For consumers, the 9P framework serves as a mirror reflecting their needs, allowing businesses to prioritize developing products and services that deliver high economic benefits and meet consumer expectations.

The Elements of the 9P Framework in Marketing

As an English term, the 9P framework encompasses nine components starting with the letter P: Planning, People, Partners, Presentation, Passion, Product, Place, Promotion, and Price. Each of these factors plays a significant role and is intricately linked in the process of establishing and executing a business’s marketing strategy. Let’s explore each of these components in detail.

1. Product

The product is considered the center of the entire marketing mix strategy and is closely related to other elements in the 9P framework. In his book on marketing management, Philip Kotler states that a product is everything offered in the market to attract attention and consumption.

According to the American Marketing Association (AMA), a product must fulfill three criteria:

• Features
• Benefits
• Utility

2. Planning

Marketing planning is the first step that must be taken, as it serves as the tool for businesses to manage their communication and marketing activities. Planning marketing activities involves identifying resources, objectives, and specific action strategies for each element in the 9P framework.

To achieve the overall marketing strategy’s goals, marketers must creatively combine the independent marketing elements into a cohesive plan.

A comprehensive marketing mix plan should clearly outline:

• The budget allocated for each marketing activity
• The timeline and sequence of implementation
• The resources mobilized
• The individuals and departments responsible for execution
• Finally, the methods and metrics for measuring results

3. People

As the marketing mix model evolved, the people factor was included as a vital component, especially for service-oriented businesses such as transportation, education, and hospitality. People are the primary determinants of service quality.

In this context, “people” can refer to sales staff, service personnel—those directly interacting with customers—or, more broadly, the entire workforce. To differentiate and make a lasting impression on customers, businesses need effective recruitment, training, and employee benefits strategies.

4. Price

Setting the selling price of a product is one of the most complex decisions marketers face. Pricing is a critical factor influencing a company’s profitability or revenue.

If the price set does not align with the purchasing capacity of the target customer segment, they may choose a competing brand. Conversely, if prices are set too low, sales volume may increase, but profitability may decline.

Therefore, to establish an appropriate selling price that balances consumer and brand benefits, marketers must thoroughly examine factors influencing pricing, such as market demand (demographic characteristics, psychological factors, and price elasticity), internal business factors (production costs, marketing expenses), and external factors (distribution costs, sales seasons, competition).

5. Place

After determining the product and pricing, the next focus for marketers should be building and managing the distribution channel system. From a broad perspective, establishing a successful distribution channel strategy involves three key steps: building the distribution channel, developing a management strategy, and measuring effectiveness.

This process requires the brand to evaluate and identify the channel model, establish management criteria, and operate the distribution system to ensure products reach consumers most efficiently. An effective distribution system meets market objectives and achieves high business efficiency.

6. Promotion

The rapid advancement of technology and the emergence of various new communication methods have posed significant challenges for businesses in engaging with customers. To respond to the fast-changing market and capture consumer attention, marketers must leverage the diversification of modern and traditional communication tools.

In the 9P framework, an integrated marketing communication strategy typically employs eight communication tools:

7. Partners

To create value or deliver products and services to customers, marketers also require collaboration and support from other departments within the company or external partners. Managing and building relationships with partners is, therefore, crucial in the overall marketing mix strategy, particularly within the 9P framework.

Collaborating closely with external partners can provide businesses with additional resources. To maintain long-term relationships with partners, companies need to align their vision and roadmap while ensuring mutual benefits and objectives. Additionally, effective communication methods are necessary to ensure both parties are informed about progress and that tasks run smoothly.

8. Presentation

Brand image fundamentally reflects customer perceptions based on their interactions while using products or experiencing services. Larry Steven Londre asserts that how a business presents its brand to the public directly impacts consumer purchasing behavior and emotions.

Consequently, strategists cannot underestimate the importance of presentation, especially as today’s consumers are not merely purchasing a product for its functionality but are also interested in what the brand represents and how it engages with the public.

9. Passion

The 9P framework is the first model to acknowledge the emotional variable’s role in the overall functioning of a marketing mix strategy. In an environment where advantages such as product functionality, services, and pricing are diminishing in competitive value, consumer passion for a brand becomes the most profound and stable foundation. Whether dealing with goods or services, a business’s sustainability relies on customers sharing a passion for the brand.

Psychologists have pointed out that the emotion of “passion” serves as a bonding agent and a strong motivator not only for leaders, managers, and employees but also positively influences customer experiences if effectively disseminated.

Internal passion emanating from the business, partners, and stakeholders can enhance brand reputation and profitability. To harness this power, many companies have integrated passion into their core values and established their corporate culture around it.

Conclusion

The 9P framework, developed by Larry Steven Londre, represents an evolution of traditional marketing strategies, emphasizing the need for businesses to adapt to modern consumer behaviors and market dynamics. By understanding and applying the elements of the 9P framework—Planning, People, Partners, Presentation, Passion, Product, Place, Promotion, and Price—businesses can effectively create a comprehensive marketing strategy that meets customer needs and drives success.

As marketers embrace the 9P framework, they will be better equipped to navigate the complexities of today’s marketing landscape, ensuring they deliver value to customers while achieving their organizational goals