Combining the 7Ps of the Marketing Mix with the 17 UN Sustainability Development Goals to transform our world
Is it time for a strategic rethink?
Now the country enters its second week of working from home we should hopefully all start to find our rhythm; we may even find the slower pace of life a great opportunity to review our business processes and have a strategic rethink, a spring clean if you like.
When we come out of the other side of this pandemic, as business owners and operators, employers, employees and members of society, we need to come out strong and reinvented for the new world that lies ahead.
Some may agree that the Coronavirus pandemic is the natural world trying to tell us something, asking us to look at the way we live our lives and asking (or telling) us to change. The UN Sustainability Development Goals, signed up to by 150 governments from across the globe, give us 17 goals to transform our world – the UN even have a “lazy persons guide to saving the world”.
So, our suggestion for your business at this time of reflection is to look at the 7Ps of the Marketing Mix for your business, alongside the 17 UN SDGs and ask what your business can do to align the two?
So, where to start?
From a marketing perspective, we can remind ourselves what marketing is all about; it’s easy to forget that marketing is in fact so much more than communications through social media (where many small businesses focus their ‘marketing’ efforts):
“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.”
Chartered Institute of Marketing (CIM)
This is done through the 7Ps of the marketing mix for your business offering.
The CIM states that “many small businesses or solo entrepreneurs are naturally marketing [well] without realising it! “ but there is still room for improvement.
What are the 7Ps?
What a the 7Ps of the Marketing Mix and how can you review them?
Product – take a look at your product range or services, do they provide value and benefit to your customers (not you)?
Price – like a house, your product or services is only worth what someone will pay for it. The price you charge says a lot about a product and what the expectations are based on price.
Place – you product or services need to be available in the right place, at the right time. If you are selling a product this could be in a shop or online, if you are offering a service think about how do you get in front of your customers e.g. through networking, trade events, online, associations.
Promotion – in all your promotions ensure you include the benefits to your customers. Ask “So what!” why would your audience care or be interested, what’s in it for them? Promote where your audience is – where do they hang out (online, print, face-to-face).
People – your team and the people connected with your business as your greatest asset and they represent your business. Are they on brand? What can you give to support them doing this well? Also look at your Customer Relationship Management systems and processes, is it as sharp as it could be, does it give you the information you need to make informed decisions?
Process – when you customers come to you they invest in an experience (sometimes referred to as the buyer journey) this needs to be seamless and consistent throughout and it needs to be customer focused, make it easy for them – not you.
Physical evidence – this is the proof that what you say you offer matches up to what you do offer, for example the presentation of your reception area or office space, your website or shop window, testimonials and case studies from existing customers, and the messages shared through word-of-mouth. These all need to be consistent, on brand, the right tone and feel to match what you are offering.
But now what?
Take each of these 7Ps for your business, are you doing the best you can in each of these areas? Carry out market research, check out your competitors, look at your business from the outside – as your customers would. Then put that to one side and look at the UN SDGs.
What are the UN SDGs?
At the United Nations Sustainable Development Summit on 25 September 2015, more than 150 world leaders adopted the new 2030 Agenda for Sustainable Development, including the Sustainable Development Goals (SDGs).
The Sustainable Development Goals are the blueprint to achieve a better and more sustainable future for all. They address the global challenges we face, including those related to poverty, inequality, climate change, environmental degradation, peace and justice.
The 17 Goals are all interconnected, and in order to leave no one behind, it is important that we – as members of the UK, do everything in our power to achieve them all by 2030.
Now take each of these goals for your business
Take each of these UN SDGs for your business, it is very likely that only 4 or 5 would be applicable to your business or market, but give yourself some time to think about each one. Is there anything you, your supplucan offer, change, do over the next 10 years within your business and for your customers or local community that can help achieve these goals by 2030.
Next we will look at how you marry the UN SDGs with your own 7Ps
In our next instalment on this topic we look at each of the 7Ps and what a business can do to address each and match up with the UN SDGs, including some examples of companies that are already doing this well.
If you don’t want to wait and would like some pointers on doing this now for your business, please do get in touch and we’ll be glad to help.