The 7Ps of the Marketing Mix in Eden Perfumes

The Marketing Mix is a “tool used by businesses and marketers to help determine a product or brands offering” (Professional Academy, 2018).

E. Jerome McCarthy was the one to create the concept of the 4Ps in 1960. These 4Ps stand for Product, Place, Price and Promotion. In 1981, Booms and Bitner then added 3 more elements due to the high demand for an updated version of the Marketing Mix, creating the concepts of People, Processes and Physiscal Elements (Brassington & Pettitt, 2012).

Regarding Eden Perfumes, we can identify the following criteria inside the Marketing Mix concepts:

1. Product: Eden Perfumes offers perfumes, aftershaves, colognes and candles. They come in slim bottles of different sizes and are packed in their respective boxes that fit the bottle perfectly.
2. Place: Apart from a physical in real-life shop, Eden Perfumes provides the opportunity to buy their products through their online shop.
3. Price: What makes Eden Perfumes so unique is the fact that all their products are vegan and cruelty free, giving the vegan and animal loving community the chance to buy products which are environmentally friendly and which don’t make the consumer have moral and ethical conflicts with themselves for buying what they do. Regarding their perfumes they have 3 options available, a bottle of 30ml which costs £18, a bottle of 50ml for £24 and a bottle of 100ml for the price of £30. They also offer discounts for people who bring in the bottles they bought before, taking 20% off their next purchase.
4. Promotion: Regarding their promotion, Eden Perfumes isn’t very good. They barely have any advertisements, whether it is online or physically in real-life.
5. People: Not much information can be found online but in their real-life establishment staff is very friendly and patient with their costumers. They provide a lot of advice and opinions and costumers end up very happy with their purchase.
6. Processes: Eden Perfumes presents the option to deliver to your home and is fee free to any address inside the UK.
7. Physical Elements: The physical elements for Eden Perfumes would be their fragrances and candles.

References

• Brassington, F. & Pettitt S. (2012), “Essentials of Marketing”
• Professional Academy, (2018), “Marketing Theories – The Marketing Mix – From 4 Ps to 7 Ps”, Advice and blog, https://www.professionalacademy.com/blogs-and-advice/marketing-theories—the-marketing-mix—from-4-p-s-to-7-p-s [Accessed 29th November 2018]