7Ps Marketing Mix Analysis and Marketing Plan for Da Nang Go

This report delves into the 7Ps marketing mix, a crucial framework for businesses, expanding upon the traditional 4Ps to include People, Process, and Physical Evidence. The report begins with an introduction to marketing and the 7Ps model, defining each element (Product, Price, Place, Promotion, People, Process, and Physical Evidence) and its significance. It then applies the 7Ps model to two distinct organizations: McDonald's, a global fast-food chain, and Da Nang Go, a non-profit organization. The analysis compares their marketing strategies across the 7Ps, highlighting how each organization utilizes the model to achieve its objectives. Finally, the report presents a detailed marketing plan tailored for Da Nang Go, outlining a mission statement, key performance indicators (KPIs), a SWOT analysis, buyer personas, content initiatives, and a proposed marketing budget. The report aims to provide a comprehensive understanding of the 7Ps marketing mix and its practical application in diverse organizational contexts, offering valuable insights for marketing professionals and students alike.

Table of Contents
Introduction.................................................................................................2
Research finding..........................................................................................3
A. The 7Ps of the Marketing Mix:............................................................3
1. Explanation of 7Ps model:...............................................................3
2. An application of 7Ps model to 2 selected organizations:................6
B. Marketing plan for Da Nang Go:.........................................................9
1. Mission statement:...........................................................................9
2. KPIs:.................................................................................................9
3. SWOT:............................................................................................10
4. Buyer personas:.............................................................................11
5. Content initiatives and strategies of marketing for Da Nang Go:. .11
6. Plan’s omission:.............................................................................14
7. Marketing budget:.........................................................................14
Conclusion.................................................................................................15
References................................................................................................16
1

Introduction
Marketing is the act or business of promoting and selling products or
services, including market research and advertising. Today, marketing is
something that every business must include in their growth strategy.
Marketing refers to the actions that businesses do to advertise themselves
and increase sales of their products or services. It is a key aspect of
business. (Cyberclick, 2021)
Marketing Mix is the set of marketing tools used by a business to achieve
a marketing focus in its target market. Marketing mix, which is classified
according to the 4P model (Product, Price, Place, and Promotion) is used in
goods marketing activities. This model has evolved and changed into a
7Ps model to boost marketing activities when products are no longer
limited to tangible goods but also include intangible services. Marketing
Mix is extremely important in the business. This is a bridge between
buyers and sellers, helping sellers understand the real needs of buyers to
offer appropriate marketing strategies. (Brandinfo, 2021)
This report gives information about two parts. Part A discusses the 7Ps
model and compares how two different organizations apply different
elements of the 7Ps marketing mix. This will evaluate how the marketing
mix can be used to achieve business objectives, relative to the two
chosen organizations. Part B of this report provides a marketing plan to
meet the marketing goals and objectives for Da Nang Go.
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Research finding
A. The 7Ps of the Marketing Mix:
1. Explanation of 7Ps model:
According to Tuyet (2021), if the 4P model of marketing (Product, Price,
Place, Promotion) is the most commonly used and effective model for
tangible products, the 7Ps model is added 3 elements to applies to all
types of products and services. The 7Ps model is a marketing mix model
that includes 7 elements: Product, Price, Place, Promotion, People,
Process, and Physical Evidence.
The 4Ps model is used in product marketing to provide uniformity to all
customers. Inheriting and expanding on that foundation, the 7Ps model
used in service marketing is the result of the current social trend, adding
the human element and taking it as the key to the service. Advertising
campaigns make a difference in the perception of each audience. In
addition, the 7Ps model is also a continuous and long-term process to
build relationships and increase customers' trust and loyalty for
products/services. (CIM, 2021)
- Product:
A product is an item that is established or manufactured to satisfy the
wants of a particular group of customers. In 7P marketing, the item can be
intangible or tangible as it can be in the form of a service or a product.
To be successful when each product is launched on the market, it is
definitely necessary to satisfy the target customers. The value of a
product is determined not only by its quality but also by the customer's
perception of the product. Therefore, businesses need to regularly
update market trends and changes in consumer preferences. Each task
associated with a specific stage in the life cycle of a product. The product
life cycle is divided into 4 stages: introduction, growth, maturity, and
decline. The research of customer preferences is extremely great because
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it helps businesses assess the suitability of goods and customers in order
to overcome the points of no longer fitting desires and reinforce the
strengths that change to be in line with the trend. (ATP, 2021)
- Price:
The price of a product is basically the amount of money a customer has
to pay to use it. Price is an important element of Marketing Mix because it
determines the profitability of the business and the survival of the product
/ service. The selling price has a significant impact on the whole marketing
strategy of the business as well as the supply - demand of the product.
When determining a pricing, businesses need to evaluate the perceived
value of the product. There are three pricing plans: penetration pricing,
skimming pricing, and neutral pricing. To develop an accurate pricing
plan, businesses need to examine different aspects such as the market,
competitors, the overall value of the product, market share, etc. (AutoAds,
2020)
- Place:
Place is where businesses choose to distribute or allow target customers
to access their products/services. Each different product/service needs to
choose a separate distribution channel according to segment and
positioning. In this element, the marketer's task is to research and
arrange how the places or systems of distributing products/services are
most convenient for customers to consume and use.
Different distribution strategies such as intensive distribution, exclusive
distribution, selective distribution, and franchising can be used to
supplement other aspects of the marketing mix.
- Promotion:
Promotion is an effective support element in marketing for products/
services to be known by a wide range of customers, helping businesses to
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convey messages and promote their brands. According to AutoAds
website (2020), this is an element that helps businesses promote effective
business with 4 small components such as:
+ Sales organization
+ Public Relations: This is communication with the customer and is
typically does not require payment. It includes media activities such as
press conferences, fairs, exhibitions, events, etc.
+ Advertising: This includes popular strategies such as creating
promotional videos on television, articles in print and electronic
newspapers, and social media advertising.
+ Sales promotion by building promotional programs, offering incentives,
etc. for products/services to attract more customers.
- People:
There are two types of people in this element: people who use services
and people who provide services. All actual people play an important role
in providing services and understanding how customers feel about the
business. Conducting customer research activities and through customer
surveys about the service's capabilities can help businesses tailor services
to suit customer needs.
People in a business can be considered as its most important component.
A good employee attitude will make customers pleased and desire to use
services, thereby increasing revenue and customer experience. Therefore,
businesses need to pay attention to the stages of employee training and
customer service.
- Process:
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This element refers to a system of processes that help businesses provide
services in and out of the market, this mechanism takes place when
customers and businesses interact. These processes need to be tightly
controlled and consistent in the customer experience. An ideal process
should take the least time out of all the options available and cost the
least to maximize business efficiency. (Luanvan, 2021)
- Physical Evidence:
Physical Evidence is an element of the 7Ps model that needs to be
mentioned. The service delivery environment is the meeting, contact, and
exchange area between the service provider and the customer, as well as
the place where the customer uses the service. What customers see is
their first impression of the orientation and core values of the business.
Physical evidence is a significant competitive advantage for businesses
because it provides a great opportunity to spread relevant and powerful
messages about the business goals, expected market segments and the
nature of the service. (Stevie, 2021)
It can be seen that the 7Ps model in the marketing mix helps to
improve the position of marketing in business management and the
position of marketing in business governance with the current system of
popular management standards to optimize efficiency, businesses need to
determine the goals in the market and their target customers. (Annmarie,
2021)
2. An application of 7Ps model to 2 selected organizations:
2.1. About 2 selected organization:
McDonald's Corporation: McDonald's is known as a famous fast-food chain
with over 35,000 stores around the world. Every day, McDonald's is
estimated to serve almost 70 million customers in over 100 countries.
McDonald's has used its influence to successfully expand the brand
worldwide through franchising. (McDonalds, 2021)
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Da Nang Go Organization: Da Nang Go is a non-profit organization aimed
to help disadvantaged people. In particularly, Da Nang Go's activities
include searching and recruiting volunteers to support charity activities.
Moreover, the organization cooperates with other charities and raises
funds for charity to increase efficiency and positively influence activities.
(Dananggo, 2021)
2.2. McDonald's and Da Nang Go's 7Ps marketing model:
MCDONALD'S DA NANG GO
PRODUCT
McDonald's mainly sells
burgers, sandwiches, fries,
fried chicken,... and side
dishes, desserts and drinks.
Charity activities and
providing lasting aid to
disadvantaged people
through fundraising.
PRICE
Each McDonald's offers
competitively priced
products using a neutral
pricing method that is
based on the demands of
its customers and the local
market.
Participation in the
organization's activities is
free. However, as a charity,
it needs investment and
voluntary donations to
carry out projects.
PLACE
Today, McDonald's is
present globally. They use
franchising to promote the
brand to other countries. In
addition, McDonald's stores
offer home delivery and are
open 24 hours a day. This is
considered an example of
distribution intensive which
means offering products for
sale through all available
The main location is in Da
Nang city, however
volunteers from other
places can participate
remotely by accessing
information about the
organization's activities on
the internet and donating
to charity.
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distribution channels. This
helps McDonald's increase
sales and profits. (Luanvan,
2021)
PROMOTION
McDonald's advertises and
communicates with
customers via television,
newspapers, magazines,
the Internet, and other
media. McDonald's also use
sales marketing strategies
such as customers can
collect bill points to receive
discounts on their next visit
or providing incentives and
gifts for certain products.
The presence of Da Nang
Go on the Internet is very
useful because the public,
benefactors and volunteers
will easily access the
information posted by the
organization. In addition,
Da Nang Go also uses the
public relations component
to organize public and
transparent fundraising
events for their projects.
PEOPLE McDonald's customers are
not limited by gender, age,
region.
McDonalds always focuses
on investing in recruiting,
training and developing
employees. This is very
important to create
professional devoted
employees to address the
needs and wants of
customers. Thereby
providing a good service
environment that makes
customers satisfied and
come back.
Everyone is welcome to
participate in Da Nang Go's
charity activities. In
addition, Da Nang Go works
with other charities to
create a streamlined
process of recruiting and
connecting volunteers with
its partners. The staff is
very enthusiastic and
actively implements the
organization's projects.
They prioritize the
organization's trust and
reputation.
The target audience of Da
Nang Go is those who
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needs support due to a
disability, financial
hardship, or other
disadvantages, especially
children.
PROCESS
McDonald's has that
process in order to provide
their products to
customers. McDonald's food
processing is completely
transparent, and food
safety and hygiene are
ensured before delivering
products to customers.
Da Nang Go's process is
quite basic, the whole
process is voluntary. First,
they organize a fundraising
event to raise funds or
obtain sponsors to support
their charitable projects.
Then, they will ask
volunteers to accompany
them after assessing about
the situation where they do
charity.
PHYSICAL
EVIDENCE
McDonald's stores always
focus on investing in the
physical environment that
customers come and enjoy.
McDonald's interiors are
always contemporary,
clean, and pleasant. In
addition, McDonald's also
pays attention to customer
feedback about the store to
cultivate best practices.
Da Nang Go spreads love
into people's life. They
provide a friendly and
voluntary work
environment. Volunteers
who accompany Da Nang
Go on volunteering
activities and trips wil gain
valuable experiences in life.
They will have meaningful,
proud and responsible
moments. Those who are
helped can find little joys,
happiness and support
through difficult times in
life.
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McDonald's 7Ps marketing strategy is considered one of the most
successful in the world. They used franchising to bring their brand to other
markets. In addition, McDonald's also uses media to widely advertise its
products and update their new products. It must be said that McDonald's
knows how to generate revenue and increase profits with its marketing.
Unlike McDonald's, Da Nang Go is a non-profit organization. This is a new
corporation, but by researching and applying the 7Ps marketing model, as
shown in the table above, the organization can develop an effective
marketing plan to increase name recognition. Da Nang Go should be more
widely promoted on social networking sites so that people can access
more information about the organization and raise funds for charity
activities in order to achieve the organization's mission.
In short, the 7Ps model of the two organizations mentioned above is
different. McDonald's is a for-profit organization, operating with the
purpose of making a profit for the business by selling products and
franchising. On the contrary, Da Nang Go works to serve society. Their
funding comes from donations or grants from the government and private
companies. Da Nang Go mainly operates by volunteering and from a
benevolent heart that wants to support people in difficult situations in life.
B. Marketing plan for Da Nang Go:
1. Mission statement:
1.1.Da Nang Go’s mission statement
- “To provide aid to those in need on a long-term basis throughout Central
Viet Nam.” (Dananggo, 2021)
- To become a reliable, quality address for fundraisers to achieve their
goals of supporting those in difficult circumstances.
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1.2. Marketing mission statement
- To attract long-term donations and volunteers by communicating the
value of Da Nang Go's activities and enhancing the donors and
volunteers experience.
- Committed to bringing to the community a beautiful green environment
and helping the community with our respect, love, and high responsibility
for human life and society.
2. KPIs:
+ KPIs of Da Nang go per month:
- Donation: 5,000,000 VND
- Donation growth rate: 10%
- Increase in number of volunteer sign-up: 10
- Increase in social media followers: 200
- Website visitors: 1000
+ KPIs of Da Nang go per year:
- Donor retention rate 50%
- Volunteer retention rate 50%
Da Nang Go hopes they still keep in touch with donors and volunteers
after a few volunteer projects. Moreover, They should look for 2 investors
for operation and development organization.
3. SWOT:
+ Strengths:
- Passionate volunteers and donors base.
- Various types of social media (Instagram, Facebook, website, etc.)
- Always update the information of the disadvantaged people as quickly
as possible to help them.
- An internal donation source, substantial funding, great leadership or a
powerful message that inspires people to help.
+ Weaknesses:
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- There are few Vietnamese staff  language and culture barriers.
- Still not focus on target customers
- Funding difficulty.
- Because the organization is still new and lacks an effective marketing
plan, it is difficult to reach out to investors.
+ Opportunities:
- Develop partnerships with other local nonprofits (especially since no
direct competition).
- Most of the volunteers are young people.
- Established by foreigners, it will attract many investors from abroad.
- Reputation and credibility are enhanced by interactions on well-
developed social networking sites.
+ Threats:
- Lack of human and financial resources because it is a newly
established organization.
- Bad marketing will lead to bad look and reduced investment.
- The pandemic has delayed volunteering activities.
In summary, the SWOT analysis of Da Nang Go shows that this
organization is newly established, so its name is unknown, which has
limited charity fundraising and made it difficult to implement the
organization's activities. However, social networks are so popular
nowadays, Da Nang Go's participation in social media is also considered
as an advantage for volunteers or investors to access and contribute to
the organization's activities. The staff of Da Nang Go are mostly
foreigners, but they are full of spirit and enthusiasm with a mission to
support people in difficult circumstances, especially the poor and
disadvantaged children in the Central region. Da Nang Go needs to create
some marketing plans and future orientations in order to develop the
organization, attract domestic volunteers and acquire a large number of
donations to the fund to spread love to everyone.
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4. Buyer personas:
The range of buyer personas of Da Nang Go is very wide.
- There is no limitation in age, gender, nations and religions to
participate.
- Geographic: Mainly live in Danang, but others from different
cities/provinces and even from abroad are also welcomed.
- Income: Middle income from donors who have surplus things at their
home, or has financial ability.
- Interests: Interested in volunteering and charity activities to help those
in need.
- Advantages: Having a lot of free time and knows how to use social
networks (Facebook, Instagram, YouTube, etc.)
5. Content initiatives and strategies of marketing for Da Nang Go:
5.1. Marketing plan definition:
According to Chi (2021), a marketing plan is an operational document
that defines the promotional approach that an organization will use to
generate leads and reach its target market. A marketing plan outlines the
outreach and PR campaigns to be implemented over a period of time,
including how the company will measure the effectiveness of these
projects. A marketing plan has the following functions and components:
- Market research can assist with price decisions and new market
entries.
- Tailored messages targeting certain regions and communities.
- Select platforms to advertise products and services – digital, radio,
Internet, trade magazines, and a combination of those for each
campaign.
- Metrics used to measure the effectiveness of marketing efforts and to
track their progress.
The purpose of a marketing plan includes clearly defining marketing
objectives that align with the organization's mission and vision by
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monitoring and evaluating the marketing environment. An advertising
objective can indicate how the organization intends to expand in the
future. Then a marketing plan lays out the right marketing strategy to
support the growth of the organization. Strategies to increase market
share, penetrate new markets and improve brand awareness are also
included in it. In addition, a marketing plan also outlines the duties and
responsibilities for marketing activities, as well as a detailed budget for
the funds and resources needed to carry out those processes. (CFI, 2021)
5.2. Marketing plan for Da Nang Go:
This marketing plan will include making 2 short videos shot at SOS
Children's Villages Vietnam. Both videos will be uploaded to TikTok and
then shared to other social networking sites like Facebook, Instagram,
Lotus, etc.
To start this marketing plan, Da Nang Go needs to learn about the SOS
youth village directly and also search on the internet to gather information
about them and review the situation here. After that, the organization will
have to go to get permission from the board of directors of SOS Children's
Villages Vietnam for charity. With their consent, the organization will
begin to set up a charity project in here.
The project needs to have a financial target and at least 10 volunteers to
participate. First, Da Nang Go will have to organize a small fundraising
event. Everyone is welcome to join and apply to volunteer or donate to
the fund. Donations are optional; people can give money to charity or
goods like clothes, shoes, milk etc. When the project's target is
completed, Da Nang Go will contact the director of the SOS Children's
Village to set up a schedule for charitable activities.
About 2 videos:
 The content of the first video will capture the following moments:
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- Introducing SOS Children's Village. (Ex: scenes where the children live
and their daily lives here, the moment their adoptive mother takes care
of them, etc.)
- Exchange relations: Da Nang Go will arrange the exchange place and
prepare gifts obtained from the previous charity fund. After that, Da
Nang Go will greet the mothers and children as well as introduce their
organization.
Cameraman will record interactive activities of Da Nang Go with the
children here such as music shows, minigames and gift giving. At the end
of the entertainment, the organization will donate the collected charity
fund to the board of directors of SOS Village.
The first video is about two minutes long and has subtitles so viewers
can watch and fully understand the content the organization want to
convey.
 Regarding the second video:
Da Nang Go will dance with these children in that exchange. They will lead
the children to a dance that the organization has prepared in advance.
Then, shoot a 15 seconds video with these children and add hashtag
#dananggo and the name of the dance to create a trend.
In short, this marketing plan aims to make Da Nang Go more known.
Thereby, the content conveys how Da Nang Go works as well as spreading
meaningful activities to everyone. The content of the video mainly
revolves around volunteering and the exchange with the children of SOS
village, including giving charity funds and small gifts to the children here.
Making a video for this marketing plan because it accurately conveys
content and closely demonstrates the mission of Da Nang Go, which
makes donors trust and support support for the organization to grow more
and more. In addition, social media is widely used nowadays and and
these videos are easy to upload there. TikTok is a popular music video
social media all over the world and Vietnam is no exception. Therefore,
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posting these videos and creating trend on TikTok will make people know
Da Nang Go faster and especially at a low cost.
Through this marketing plan, hoping that it can help Da Nang Go widely
promote its profile and demonstrate to everyone that it is a reliable non-
profit organization, particularly benefactors will recognize and trust to
invest as well as donate to charity projects. In addition, the organization
can also spread to everyone about the kindness and sharing with the
difficult lives. Thereby, as the scope of Da Nang Go organization grows
and expands, it will attract more volunteers and ask for more charity
funds for other new projects.
6. Plan’s omission:
- Because this is a social media marketing strategy, specifically a post
on the Tiktok app, a part of online community participant can post
negative comments, dishonest shares and these is not easy to
remove. It will be difficult for organizations to control bad news
(scandal) and it can spread very quickly and significantly affect their
reputation and investor trust.
- People who are middle-aged or older or those who are busy and have
little access to social networks will find it difficult to access these
videos and trends.
7. Marketing budget:
With the participation of a group of about 10 people, the marketing
budget was estimated as follows:
- The cost of outdoor filming and editing: 1,000,000 VND
- Car renting cost per day: 700,000 VND
- Costs incurred: 800,000 VND
- Gifts expense: 3,000,000 VND
The total marketing budget: 5,500,000 VND
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A marketing budget is especially important for any organization and Da
Nang Go is no exception The marketing budget outlined above shows how
much Da Nang Go needs to spend on this marketing project. This can be
considered as a reasonable cost to implement this marketing plan.
Conclusion
It can be seen that marketing is very important. Today, marketing can be
applied in any field to serve the purposes of that field. In addition,
marketing helps businesses shape products or services to satisfy
customer needs and increase profits to the business.
This report shows that the 7Ps model in Marketing Mix was born when
marketers realized that the 4Ps model in Marketing Mix lacked focus on
service and the role of customer service in building and developing
brands. In addition, the report also shows a comparison of the 7Ps model
between the two selected organizations and how they apply it to achieve
their business goals. Besides, the marketing plan for Da Nang Go is also
discussed in this report. This can be an idea for promoting the image of
Da Nang Go, thereby helping Da Nang Go be more known and attract
other benefactors to accompany the organization.
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References
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REDO
5.3. Evaluate the marketing plan for Da Nang Go
Da Nang Go needs to set realistic social media goals to become a popular
and reputable organization to raise more funds this year. This means
increasing brand awareness so that people know more about Da Nang Go.
This plan focuses on content that emphasizes the personality and values
of the organization first, in order to build a strong and long-lasting brand
identity. In addition, building an audience for the brand to come up with a
suitable strategy is also considered in this marketing plan. This marketing
strategy is about introducing Da Nang Go to people who do not know
them yet and attracting their potential support to the organization.
Through the Tik Tok application, one of the most popular social networks
today, information and activities will help Da Nang Go's brand be known
more. In addition, the content that the organization transmits will also be
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widely spread and thereby attract many people's attention, including
investors and volunteers. Evaluating the success or influence of this
marketing plan on the online community requires more careful
consideration in selecting the appropriate measures that are directly
related to the goals of the marketing campaign. Each campaign and social
media network help organizations in establishing brand identification,
credibility, and trust. This is the place that allows people to connect with
the brand directly and closely, helping to establish a long-term
relationship. With this marketing plan, short videos can be posted and
shared on other social networking sites such as Facebook, Instagram to
more successfully accomplish the goal of this marketing plan.
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