Assignment on Physical Evidence

Table of Contents
Introduction.......................................................................................................................................2
PART A............................................................................................................................................3
I. What is 7Ps?..................................................................................................................................3
1. Product......................................................................................................................................3
2. Price...........................................................................................................................................3
3. Place..........................................................................................................................................3
4. Promotion..................................................................................................................................3
5. People........................................................................................................................................4
6. Process......................................................................................................................................4
7. Physical Evidence.....................................................................................................................4
II. Apply 7Ps in Burger King............................................................................................................4
III. Apply 7Ps in DANANGO..........................................................................................................6
IV. The difference tactics between 2 organizations..........................................................................6
PART B.............................................................................................................................................8
1. Introduction...............................................................................................................................9
2. Marketing Plan Theory..............................................................................................................9
3. Overview of Danang Go...........................................................................................................9
a. Establishment and Development...........................................................................................9
b. Mission Statement:................................................................................................................9
c. SWOT:...................................................................................................................................9
d. Marketing Objectives..........................................................................................................10
4. Target Market:.....................................................................................................................10
5. Initiative and strategy..........................................................................................................10
6. Plan Omission’s...................................................................................................................11
7. Budget..................................................................................................................................11
8. Evaluation............................................................................................................................11
Conclusion......................................................................................................................................13
References.......................................................................................................................................14

Introduction
Marketing is the activity, collection of institutions, and procedures for developing, conveying,
delivering, and exchanging value-added solutions for consumers, clients, partners, and society as
a whole. (Ama.org, 2017) Marketing is an effective method of engaging customers. Marketing
Aids in the Development and Maintenance of the Company's Reputation. Marketing Aids in the
Development of Relationships Between a Company and Its Customers. Marketing is a channel of
communication used to inform customers. Marketing Aids in Sales Growth. Marketing Aids in
Providing Information About Your Company. Marketing Aids in the Retention of Your
Company's Relevance. Marketing generates revenue opportunities. Marketing Aids Management
in Making Informed Decisions. (Mansoor, 2019) The marketing mix is the set of actions, or
techniques, that a firm does to sell its brand or product. A basic marketing mix consists of the
four Ps: price, product, promotion, and place. However, in today's marketing mix, other Ps such
as Packaging, Positioning, People, and even Politics are becoming increasingly important.
(Economictimes, 2021)
The author has been appointed as Da Nang's new marketing executive in Da Nang Go. The goal
has been set for the author to conduct research on other organizations and create a marketing plan
based on his findings to help the organization's marketing objectives.
This task is divided into two sections. Part A begins with a comparison of how two different
organizations utilize the various parts of the 7Ps marketing mix. This will be submitted to the
marketing team as a briefing document. The briefing paper will assess how the marketing mix is
used to achieve business objectives in the two selected organizations. Part B entails creating a
marketing plan to fulfill marketing goals and objectives. A tactical action plan and metrics for
monitoring and assessing progress and fulfilling goals and objectives should be included in the
marketing plan.

PART A
I. What is 7Ps?
Marketing is a constantly dynamic field, and as such, organizations might find themselves falling
well behind the competition if they remain stagnant for too long. The fundamental modifications
to the core Marketing mix are one illustration of this progression. Whereas there were formerly
4Ps to describe the Marketing Mix, it is now widely agreed that a more developed 7Ps gives a
much needed extra layer of depth to the Marketing Mix, with some theorists going even farther.
Simply said, the Marketing Mix is a technique used by businesses and marketers to assist identify
the offering of a product or brand. Since its inception by E. Jerome McCarthy in 1960, the four Ps
have been connected with the Marketing Mix.
7Ps is a mix marketing model with 7 elements: Product, Price, Place, Promotion, People, Process,
Physical Evidence. (Do, 2019)
1. Product
A product is an item that is built or manufactured to satisfy the needs of a certain group of people.
The product in 7P marketing can be intangible or tangible as it can be in the form of a service or a
good. The product you design and manufacture must meet the needs and trends of the market you
are targeting. It's important that you find ways to improve your product to stimulate more demand
when it reaches a period of decline. Besides, you also have to create products with combinations.
You can expand your existing products by diversifying & or increasing the depth of your product
line. (Do, 2019)
2. Price
The price of the product is basically the amount the customer has to pay to use it. Product price is
an extremely important factor that defines the Marketing Mix. Pricing in the 7p marketing model
is also an important component of your marketing strategy as it determines the profitability and
survival of your company. Adjusting product selling prices will have a great impact on the entire
marketing strategy. At the same time, it also greatly affects the sales and demand of the product.
(Do, 2019)
3. Place
The place or Channel of Distribution – an important part of the Marketing Mix definition.
Position and distribute the product in a place that is easily accessible to the potential target. This
often requires a deep understanding of the market. (Do, 2019)

4. Promotion
Promotion is a very important component of marketing as it can increase brand awareness and
sales. Promotion in 7P includes various elements such as:
- Sales organization
- Public Relations
- Advertisement, promotion
- Sales promotion
- ….. (Do, 2019)
5. People
People include both the target market and the people directly related to the business. It is
important and you must recruit and train the right people whether it is someone in the support
department, customer care, copywriter, programmer, etc. Well recruited and trained employees
will contribute to the growth of the company. business development for enterprises. (Do, 2019)
6. Process
Process in marketing 7P is one of the important elements of marketing. Organizational systems
and processes that affect service implementation. Process refinements and improvements can
come later to help businesses minimize costs and maximize profits. (Do, 2019)
7. Physical Evidence
Because the specificity of the service industry group is an abstraction, the business needs
"tangible" evidences so that customers can easily imagine the service provided. In addition, the
physical evidence in 7p marketing is also related to the branding of businesses and their products
perceived in the market. It is physical proof of the presence and establishment of a business. One
concept of this is branding. (Do, 2019)
II. Apply 7Ps in Burger King
Burger King is one of the most well-known fast food corporations in the world, with 40,000
employees and a revenue of 190 million USD in 2008, accounting for 28.4 percent of the fast
food industry. all throughout the globe To achieve the present level of success, it is vital to note
the rigorous 7P marketing mix approach, as well as the efforts of the leader. (nhatmaidt, 2015)
1. Product: Personalize the product
Burger King is so competitive because each order is personalized. Depending on their
preferences, customers can choose fries, onion rings, cheese, bacon, mustard, ketchup,

mayonnaise, lettuce, tomatoes, cucumber, and onion. Even as early as 2010, the second Burger
chain in each nation will be introduced by Coffee Best Starbucks Corp of Seattle, so that all shops
will be linked with the main shop in the United States. More than 7,000 Burger King locations
serve coffee with a range of ices and flavors such as vanilla, mocha, or kumquat as a result of this
campaign. (nhatmaidt, 2015)
2. Price: Competitive on price
Some of its affiliates have announced price cuts, accepting a reduction in revenues, in order to
replace McDonald's in the low-priced drink market for as little as $1. As a result, Burger King has
just followed McDonald's in selling burger pairs for $1. Simultaneously, beginning in mid-
September, the Company will continue to sell the new premium Hamburger Steakhouse XT for
$3.99. (nhatmaidt, 2015)
3. Place: Distribution Channel
Burger King increases its sales network and generates the majority of its revenue through
franchises each year. The corporation duplicates its operation through franchising, in which the
franchisee pays a fee to get the whole "framework" of Burger King, which includes equipment,
signs, tables, chairs, decorations, and recipes. (nhatmaidt, 2015)
4. Promotion: Promote
This brand's advertising efforts were highly inventive. First and foremost, the Burger King Talent
Search event was attended by a large number of dedicated consumers. To win the prize of
ordering any food on Burger King's menu for just $1, players must simply demonstrate their
capabilities through video. (nhatmaidt, 2015)
In addition, the firm collaborated with websites specialized in tourist attractions to set up vending
stations with the motto "Let's go to the next spot swiftly," referring to Burger King's speedy
service. without wasting a single minute of the customer's time At the same time, the company
sells burgers with chicken stuffing but processed to seem like beef, with the slogan "Trick your
taste buds," which makes customers very satisfied. Finally, the concept "Own it your way" has
swiftly become more familiar to consumers, allowing Burger King to expedite order fulfillment.
Customers will walk along the counter when they have completed selecting, and the staff will
hand out the drinks first, while customers will still need some time to wait for their meals.
(nhatmaidt, 2015)
5. Process: Service delivery

In order to appeal to the idea that "people with money want to exhibit their class via the usage of
expensive products," the corporation has raised the prices of all menu items, particularly French
fries. and soft drinks in order to target the correct people with money while also elevating the
brand value into a "luxury" fast food firm. (nhatmaidt, 2015)
6. Physical Evidence: Infrastructure
Through the inside remodeling, Burger King is pushing a fresh image shift. The new eateries will
feature modern infrastructure, with a box-like shape made of industrial urban building elements
such as corrugated metal. The airline presently operates over 11,900 restaurants in over 50 states,
including 107 in Alabama, 122 in Arizona, 336 in Michigan, and 547 in Florida, the host state.
Keeping up with the trend, BurgerKing.com was formed, becoming a location to deliver
information and the Company's development history through a professional film, as well as press
releases and stock information. (nhatmaidt, 2015)
7. People: Taking the human element as the core
To achieve such success, it is hard to overlook the contributions of John W.Chisley _CEO but
also Chairman of the Board of Directors of Burger King. Despite coming from Wall Street,
specializing in financial research, calculating statistics, and never having been in the restaurant
sector or restaurant management, Daniel Schwartz has revolutionized the commercial
environment of "Mr. old" Burger King. The first thing he did was change the restaurant's layout.
Instead of owning a massive restaurant chain, he lowered expenses by franchising many of
Burger's locations. Burger King today has only 52 locations, down from 1,339 previously.
Furthermore, American-style hamburgers are gaining popularity in Brazil, Russia, and China,
contributing to a jump from 1,493 establishments in international markets in 2013 to 13,667 this
year. Not only that, but this CEO combined with Canadian coffee company Tim Hortons to
become the world's third biggest fast food conglomerate, with 18,000 locations in 100 countries
and an estimated annual sales of around $23 billion USD. (nhatmaidt, 2015).
III. Apply 7Ps in DANANGO.
Da Nang Go is a non-profit organization founded shortly after with the mission of providing
lasting aid to those in need. We work with other NGOs, orphanages and schools to create a
streamlined recruitment process and match volunteers with our partners. Da Nang Go also
organizes fundraising events to support our Volunteer Program as well as our partners.
(Dananggo, 2020)

1. Products:
Because it is a non-profit organization, its products are projects to bring good needs to others.
There are 2 completed projects, one of them is flood relief. 4 projects still working on and a
lot of fundraising activities.
2. Price:
Organization got donation in 2 different ways. One-Off Donation we can support one time
from 100$ to 10$. Also, we can donate once a month with fees ranging from 10$ to 100$
depending on the charity.
3. Place:
Main office at 2nd Floor, 54 An Thuong 2,Bac My An, Ngu Hanh Son Danang. But the
organization operates widely around Da Nang and Quang Nam. The nearest permanent
organization is at Center De Protection Des Enfants De La Rue Street Children Program
Thanh Pho Da Nang.
4. Promotion:
Most of the organization's promotion services are online, through the website, Facebook and
fortunately appearing on a video on YouTube to promote the brand more. Use “Word of
mouth” advertising. Danang go approaches an environment that is easy to promote the brand,
accompanies the students of Danang International School and the green living clubs to raise
funds and helps the organization become reputable and trustworthy.
5. People:
The organization is mostly foreigners, so there are 6 directors, at the top of each position. The
rest are mostly volunteers. Volunteers, in addition to their own personal relationships, they
also have international students ready to help when the organization needs it.
6. Process:
The process involves fundraising, sponsoring, planning of particular assistance, partnerships,
and voluntary recruitment activities.
7. Physical Evidence:
1,400 followers on social networking sites. Cooperating with small organizations about green
life, hanah's kitchen as well as gathering over 100 million VND.

IV. The difference tactics between 2 organizations.
For a big brand like burger king, making a big income is inevitable. Therefore, the application
of 7ps in the company is a necessity for the company to grow and work efficiently and
smoothly. For Danang go, the application of 7Ps is also essential. Danang Go operates not for
profit. But the application of 7ps will help the organization operate in many ways, attracting
more customers.
For Burger king, a famous brand of fast food. They must be proficient and have extremely
smart steps in the market to compete with other brands, including McDonald's. McDonald's
one of the main competitors in the fast-food market. To compete fairly, and stronger, Burger
king invested heavily in the first 4Ps. Product, price, places, and finally promotion.
Unlike burger king, Danang Go is just a non-profit charity organization. They seem to have
no competition. Despite this, they were forced to apply 7ps on the organization to stay alive.
The main source of money depends on philanthropists. The promotion of the organization is
really necessary. In the name of a charity, they need to know more to make it easier to
operate. The only concern and now they have, is the main source of money to operate, about
people, places, ... that's not a worry. Organize activities around Da Nang, and Quang Nam.
The relationships are wide enough to call on volunteers when they need it. Multiply all do not
work if there is no money, because promotion is the most important P for Danang Go.
Because if they are not known, unnoticed, they will not find an income and will not maintain
their activities.

PART B
THE MARKETING PLAN FOR DA NANG GO
Table of content
1. Introduction
2. Marketing Plan Theory
3. Overview of Da Nang Go
a. Establishment and Development
b. Mission Statement
c. SWOT Analysis
d. Marketing Objectives
4. Target Market
a. Volunteer’s Persona
b. Donor’s Persona
5. Marketing Initiatives and Strategy
6. Plan’s Omission
7. Budget
8. Evaluation

1. Introduction
This is a blueprint, built to develop Danang Go. Danang Go is a non-profit, small-scale and
unknown organization. The plan is built with the purpose of helping the organization stay on
track and move forward faster.
2. Marketing Plan Theory
A marketing plan is an operational document that defines an organization's advertising strategy
for generating leads and reaching its target market. A marketing strategy outlines the outreach and
public relations efforts that will be implemented over time, as well as how the firm will assess the
impact of these initiatives. (CHEN, 2020)
3. Overview of Danang Go
a. Establishment and Development:
Da Nang Go was created shortly after, with the goal of providing long-term assistance
to individuals in need. We collaborate with other non-profits, orphanages, and schools
to expedite the process of recruiting and connecting volunteers to our partners. Da
Nang Go also organizes fundraising events to benefit both our Volunteer Program and
our partners.
b. Mission Statement:
We divided into 2 statements. Danang Go’s mission statement and Marketing mission
statement. Not focus only on Danang the organized try expands the area to the hole
Central of Vietnam. Example: Passerelles Numériques Vietnam is a French non-profit
organization that aims to bring knowledge to uneducated children. Danang Go, known
and supported with the organization in the central region. More, the organization
focuses on helping philanthropists and people involved in projects to help people see
and understand what these people face and why they need help.
c. SWOT:
- Strength: + because most of the group members are foreigners so easy to create a
reputation and inspiration to other people. For Danang people as well as for Vietnamese
people. foreigners always give them a more civilized, more moral feeling, so most people
always listen to foreigners.
+ Although the organization is built on a non-profit basis, during the pandemic,
they need to know how to survive. So, often organizing small events for donating
like watching movie (50% of ticket price for charity), team building, etc.

+ The strong relationships of the members of the organization make Mobilize
human resources to help quickly and extremely effectively.
- Weakness: + Because most of them are foreigners, there is a certain difficulty in
communication between the organization and the volunteers
+ The organization does not have a long-term companion, so it is often short of
money.
+ Media is less effective when the organization only advertises through
relationships and expects it to be famous.
+ Since the organization is newly established, not much is known about its prestige
and success.
o Opportunities: If we go in the right direction, in the future we will have
opportunities to invite investors to accompany us for a long time. Prestige and
credibility will be obtained if the organization strives to accomplish its goals well.
o Threats: Difficultly to communicate in directly because of covid 19. This is why
organization hard to attract donors put money into DNG. Not enough reputation,
achievement to attract it.
d. Marketing Objectives
- To reach more sustainable donors and volunteers
- Conveying the value and mission of the organization to extend the organisation.
- Assist in increasing efficiency and good effects on the operations with charities, NGOs,
institutions.
- Make effective use of the social media to improve the reputation of the company.
4. Target Market:
o Volunteer’s Persona: Volunteers around Da Nang, ranging in age from 16-40.
Ready to help when the organization needs it, having an optimistic, dynamic spirit,
trying hard at work and work well in group.
o Donor’s Persona: The organization accepts all sources of support from anywhere,
at all ages, ready to help needy individuals, generous, charitable, compassionate.

5. Initiative and strategy
Initiative 1: Getting more funds.
Plan: The organization has been and is still limited by the amount of money given to charity. A
small organization, with only a foundation and a few completed projects, is still not reputable
enough for backers. Therefore, there are projects to raise funds. Use social networks, continue to
raise funds online during the pandemic, build small tournaments to raise funds for people in need.
Goal: The goal of more fundraising is to increase credibility on social networks as well as more
money to expand the project to a larger extent. Along with building strong relationships with
investors as well as volunteers
Metric: Danang Go can be combined with small tournaments like bike racing, or to places like
night markets or flea market areas as well as coffee restaurants, bringing in a 10% increase in
profits per month. and at least 1000$ for 1 project in the end of 2021.
Initiative 2: Raising Awareness
Plan: Danang Go need to be focus on social media, Facebook is the most popular platform in
Vietnam. development on this platform brings a certain interest. In addition, more widely, DNG
needs to develop more in YouTube a platform that is widely available to everyone. To do that,
DNG needs to pay a certain amount of money
Goal: DNG has only one goal on social networking platforms, how to become famous as quickly
as possible. When it is widely known, everything will go smoothly for DNG. In addition, other
platforms need more attention such as YouTube. the organization must be active with making
propaganda videos about the projects they have worked on.
Metric: At Facebook, the growth rate of interest for an article will increase very quickly if the
issue arouses the curiosity of users. with 1 day you will be known by all 10,000 people, the
number will increase in 2 days to thousands of people and eventually if our projects emerge. TV
station, reporters will know. Similar to YouTube, if invested and advertised in a smart way, on
average more than 500 people will visit the organization's personal page. That would increase the
percentage by a lot more than the original plan of 200 people per month.
Initiative 3: Retention.
Plan: In the next 6 months, what DNG needs to do is send emails to other people, especially
former volunteers, as well as new people. to show them what we've done.

Goal: Maintain a collaborative relationship between the organization and its volunteers. Be ready
to show the community we work for those in need. Along with that, let the mail recipients see
what others have to face, what they feel.
Metric: As far as email is concerned, the opening rate for emails is 30% every month and the
customer rate for emails is 5% and will grow to 10% by year-end. The percentage will be 10%. In
addition, it is to thank them warmly for their wonderful contributions month by month to create
50 publications for both the volunteers and funders. The total number of posts to be sent at the
end of the year is 250.
6. Plan Omission’s
- Build for the short term, living under the control of the covid 19 pandemic
- Build a community strong enough for post-pandemic
- Think long-term plans for projects
7. Budget.
Ads in social media (Facebook and YouTube). $600
Organizing events $1,100
Salaries and wages for video editor, cameramen, content writers and
others
$1,600
Estimated budget $3,300
(The data is based on the project and what team members have done)
8. Evaluation
According to Mindtool (2020), A SWOT Analysis is a strategy for analyzing these four elements
of your organization. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. To
best benefit your organisation, you may utilize SWOT Analytical to make the most of what you
have. And, if you realize what you lack and eliminate dangers that might otherwise catch you
unwitting, you can minimize the possibilities of fail.
It is separated into two tiny sections in the buyer's individual, including a volunteer and a donor.
Due to the necessity for Da Nang Go to concentrate on two different sorts of clients, they produce
value for the company. Volunteers assist to add value to these voluntary activities, according to
the 7Ps Marketing Mix. When volunteers, for example, are active in work, donors are attracted to
donate money, especially for next activities, to the organization. The reporter thus suggests that
Da Nang Go concentrate on target consumers to a single volunteer. Another buyer is a donation
person for clients who are willing to make a contribution to the company, but do not have much

time to participate. Gamble (2018) stated that "Buyer Persons let you concentrate on your
prospects issues and challenges and provide you a complicated, accurate marketing ability to
reach the correct individuals at the right time, with the appropriate material." The creation of this
person enables Da Nang Go identify and reward the target consumers of the organization for
donations. In addition, this particular consumer segment is focused on those who are 25 or older
and live in Da Nang.
The plan also sets the needed costs on the basis of the description of the activity. These costs are
assessed by market pricing surveys or old projects. These costs are approximated. The plan has
also allocated part of the budget to guarantee that the plan is able to fulfill its objectives, but does
not exceed the budget that was permitted in unforeseen circumstances.

Conclusion
In summary, this essay has provided an explanation of the 7Ps Marketing Mix model, as well as a
full analysis and evaluation of how Marketing Mix is applied to organizations, here is Da Nang
Go, a nonprofit organization, and Burger King, a chain of fast food restaurants. In addition, the
author has also produced a rather detailed marketing plan for Da Nang Go, to ensure the
organization achieves its marketing goals and continues to grow sustainably.

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