I wrote a post about What is Marketing and the 7 Ps earlier this month.  It is important to know about marketing and the different elements, but how can you actually put it all into practice?  Studying and reading all about marketing can be difficult to translate into marketing a real business in real life. Here I look at the 7Ps and how I implemented them with a business.

Product

One of The Melville Jewellers' Window Display
One of The Melville Jewellers’ Window Display

As I mentioned before, this is one of the most crucial elements of the mix.  If you do not have a good product, it will be difficult to sell it. When I was working in Australia, I was helping a local business with his jewellery shop in Melville, WA.  I really believed in the products, they were high quality and original as the owner (who was a watchmaker by trade) made a lot of his own jewellery. The  Melville Jewellers shop had been running for 16 years and had a number of loyal and repeat customers.

Price

The Australian market is different to that of the UK market and therefore I could not keep comparing and contrasting the prices of the two.  I relied on the owner of the business to set the correct price for the goods as he was the expert in this field.  The owner  had regular sales where he disounted many of the products which also attracted customers.

Place

The shop had just moved to a new location, which was in a busier shopping centre than before.  The shop was on the corner, opposite Woolworths a major supermarket and also next to the post office which always is busy.  Due to the move to the new location I decided to organise an official launch or opening of the shop which would bring the new customers in as well as say thank you to the loyal and older customers.

Jewellery on Promotion
Jewellery on Promotion

Promotion

Previously there had been little promotion of the shop, other than word of mouth marketing.  I work in online and wanted to help promote the website, but as it was a local offline business, it made sense to run adverts in the local paper. There was not much competition in terms of the different papers in the area which therefore means the ads were very targeted.  We ran a series of small print adverts in the local paper to promote the official opening of the shop on the 10th of March.  I also organised to have a number of brochures designed and printed which customers would complete with their details for the chance to win a the $500 pearl pendant on the 10th of March. On the opening day, the shop made twice the amount of sales as usual which was fantastic especially as that was a quiet time of year.

Physical evidence

The shop was brand new and was bigger than the previous one, meaning it could hold more people comfortably. There were plenty of window displays showing the range of jewellery and designer bags sold in the shop. There was a window above the watchmaker’s desk where you could see the jewellery and watch repairs being carried out. The owner, Michael Bench is also a photographer and he decorated the new shop with photos he had taken of Australia, which added a personal touch to the store.

Owner of Melville Jewellers with the Winner of the Pearl Necklace
Owner of Melville Jewellers with the Winner of the Pearl Necklace

People

Customer service in retail is extremely important.  The store manager Fausta has been working at Melville Jewellers for nearly as long as it has been open.  The customers are her focus and she is always on hand to greet them and knows all the regular and loyal customers on first name terms.

Process

Melville Jewellers does not receive many customer complaints but as it is small shop, if anyone had an issue with their products, it is quickly resolved.  Melville is one of the only shops that repair any watch or jewellery.  There are many jewellers in the Perth area who do not fix some of the smaller pieces of jewllery as they want to concentrate on the bigger repairs.

What I have learnt about the implementation of marketing is to use your common sense.  The theory of marketing provides an outline of what you need to do with your business, but you will have to make the final decision when you start marketing your product. If you are not sure, test the market and only spend a small amount on promotion, for example do not order a high quantity of posters if you think you then want to focus on online marketing and spend your budget on PPC and Facebook advertising.