ESSENTIAL MARKETING MODELS
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TABLE OF CONTENTS
List of the Marketing Models
3

THE 7 P’S

10

THE BCG MATRIX

5

THE MCKINSEY
7S FRAMEWORK

11

DIFFUSION OF
INNOVATIONS

6

THE AIDA MODEL

13

7

THE GE MATRIX

8

THE ANSOFF MATRIX

19 PRICE-QUALITY STRATEGY MODEL

20

RACE* PLANNING

DRIP

21

STP

15

PRODUCT LIFE CYCLE

23

SWOT / TOWS

17


PORTER’S FIVE FORCES

25

PESTLE ANALYSIS

Differentiate, Reinforce, Inform, Persuade

Segmentation, Targeting, Positioning


ESSENTIAL MARKETING MODELS 
The 7 P’s (Option 1)
Price
Place
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PRICE
PLACE

Process
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Product
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3

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PROCESS

PROMOTION

7 P’s
MARKETING MIX

PHYSICAL
ENVIRONMENT

Promotion
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Physical Environment
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PRODUCT


PEOPLE

People
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ESSENTIAL MARKETING MODELS 
The 7 P’s (Option 2)
PRODUCT
/ SERVICE

PROMOTION

PRICE

• Design

• Advertising

• Strategy

• Quality

• Personal
selling

• List price


• Sales
promotion

• Allowances

• Technology
• Branding
• Services
• Availability

• Public
relations
• Direct
marketing
• Corporate
identity
• Form of
promotion

4

• Discounts
• Payment
period
• Credit terms
• Payment
methods

PLACE


PEOPLE

PROCESS

PHYSICAL
EVIDENCE

• Trade
channels

• Business
culture

• Organization
al

• Exterior/
interior

• Coverage

• Recruitment

• Core service

• Design

• Assortments

• Training


• Support

• Cleanliness

• Locations

• Assessment

• Style

• Transportatio
n

• Involvement

• Decoration

• Control

• Acoustic

• Support

• Smell

• Logistics
• E-commerce

• Employee

appearance


ESSENTIAL MARKETING MODELS 
The McKinsey 7S Framework
STRATEGY
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STRATEGY

SKILLS

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SYSTEMS

SKILLS

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STYLE

STAFF


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SYSTEMS

SHARED
VALUES

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STAFF

STRUCTURE

STRUCTURE

STYLE
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ESSENTIAL MARKETING MODELS 
The AIDA Model

A
I


D
A
6

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AWARENESS

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INTEREST

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DESIRE

ACTION

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ESSENTIAL MARKETING MODELS 

7

HIGH

Invest/
Grow

Invest/
Grow

Hold/
Selective

MEDIUM

Invest/
Grow

Hold/
Selective

Divest/
Harvest

LOW

INDUSTRY
ATTRACTIVENESS


The GE Matrix

Hold/
Selective

Divest/
Harvest

Divest/
Harvest

STRONG

AVERAGE

WEAK

BUSINESS UNIT STRENGTH


ESSENTIAL MARKETING MODELS 

EXISTING

MARKET
PENETRATION
STRATEGY

PRODUCT

DEVELOPMENT
STRATEGY

NEW

MARKETS / CUSTOMERS

The Ansoff Matrix

MARKET
DEVELOPMENT
STRATEGY

DIVERSIFICATION
STRATEGY

EXISTING

NEW

PRODUCTS / SERVICES
8


ESSENTIAL MARKETING MODELS 

EXISTING

MODIFIED


NEW

The (Extended) Ansoff Matrix

9

Market
Development

Partial
Diversification

Diversification

Market
Expansion

Limited
Diversification

Partial
Diversification

Market
Penetration

Product
Extension

Product

Development

EXISTING

MODIFIED

NEW


ESSENTIAL MARKETING MODELS 
The BCG Matrix
HIGH

CASH COWS
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10

HIGH

STARS


QUESTION
MARKS

QUESTION MARKS
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DOGS

LOW

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MARKET GROWTH RATE


STARS

LOW

CASH COWS

DOGS

RELATIVE MARKET SHARE

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ESSENTIAL MARKETING MODELS 
Diffusion of Innovations (Option 1)

2.5%

13.5%

34%


34%

16%

INNOVATORS

EARLY ADOPTERS

EARLY MAJORITY

LATE MAJORITY

LAGGARDS

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elementum ipediet.

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amet,
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odio. Praesent libero. Sed
cursus ante dapibus diam.
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elementum ipediet.

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odio. Praesent libero. Sed
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elementum ipediet.

11

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ESSENTIAL MARKETING MODELS 
Diffusion of Innovations (Option 2)
THE CHASM

EARLY MARKET

MAINSTREAM MARKET

Whole Product
Solution

Minimum
Feature Set

INNOVATORS

2.5%

12

EARLY ADOPTERS

13.5%

People Who Want Newest Things

EARLY MAJORITY


LATE MAJORITY

LAGGARDS

34%

34%

16%

People Who Want Complete Solutions and Convenience


ESSENTIAL MARKETING MODELS 
DRIP (Option 1)

Differentiate a
product or
service

Reinforce a brand’s
message

DRIP
Persuade
audiences to behave
in particular ways
13

Inform or make

people aware
of a brand


ESSENTIAL MARKETING MODELS 
DRIP (Option 2)
Differentiate a product or
service

R

Reinforce a brand’s message
Inform or make people aware
of a brand

14

P

D

Persuade audiences to behave
in particular ways

I


ESSENTIAL MARKETING MODELS 
Product Life Cycle (Option 1)
GROWTH


MATURITY

SALES

INTRODUCTION

15

TIME

DECLINE


ESSENTIAL MARKETING MODELS 
Product Life Cycle (Option 2)

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SALES

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INTRODUCTION
16

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GROWTH

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PRODUCT
EXTENSION


MATURITY

DECLINE

TIME


ESSENTIAL MARKETING MODELS 
Porter’s Five Forces (Option 1)
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THREAT OF
SUBSTITUTES

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BARGAINING
POWER OF
SUPPLIERS

COMPETITIVE
RIVALRY

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BARGAINING
POWER OF BUYERS

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17

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THREAT OF
NEW
ENTRANTS

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ESSENTIAL MARKETING MODELS 
Porter’s Five Forces (Option 2)
BARGAINING POWER OF
SUPPLIERS


THREAT OF SUBSTITUTES

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INTENSITY OF RIVALRY
WITHIN THE INDUSTRY
THREAT OF NEW ENTRANTS
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18

BARGAINING POWER OF
BUYERS
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ESSENTIAL MARKETING MODELS 

MEDIUM
LOW

QUALITY

HIGH

Price-Quality Strategy Model

19

SUPER-VALUE
STRATEGY

HIGH-VALUE
STRATEGY

PREMIUM
STRATEGY

Under priced

Ideal for penetration

Premium

GOOD-VALUE
STRATEGY


MEDIUM-VALUE
STRATEGY

OVERCHARGING
STRATEGY

Real bargain

Average

Overpriced

ECONOMY
STRATEGY

FALSE-ECONOMY
STRATEGY

RIP-OFF
STRATEGY

Cheap

Unhappy customers

Sell and run

LOW


MEDIUM

HIGH

PRICE


ESSENTIAL MARKETING MODELS 
RACE* Planning
01

R

02

A
C
E
20

PLAN

BRANDED CONTENT

REACH

03

Search engines, social networks,
publishers and blogs


ACT

04 CONVERT

05

ENGAGE

RE-AUTOMATE

Your web site, blog,
community and
interactive tools
E-commerce
process, product,
price and promotion

Customer
Advocacy

*RACETM Planning is a system developed by Smart Insights


ESSENTIAL MARKETING MODELS 
Segmentation, Targeting and Positioning - STP (Option 1)
MARKET SEGMENTATION

- Identify bases for segmentation
- Determine important characteristics of each market segment


MARKET TARGETING

- Evaluate potential and commercial attractiveness of each segments
- Select one or more segments

PRODUCT POSITIONING

- Develop detailed product positioning for selected segments
- Develop a marketing mix for each selected segment
21

S
T
P


ESSENTIAL MARKETING MODELS 
Segmentation, Targeting and Positioning - STP (Option 2)

S

22

T

P

MARKET
SEGMENTATION


MARKET
TARGETING

PRODUCT
POSITIONING

• Identify bases for
segmentation
• Determine
important
characteristics of
each market
segment

• Evaluate potential
and commercial
attractiveness of
each segments
• Select one or more
segments

• Develop detailed
product positioning
for selected
segments
• Develop a
marketing mix for
each selected
segment



ESSENTIAL MARKETING MODELS 
SWOT / TOWS

S
STRENGTHS
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W O
WEAKNESSES
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OPPORTUNITIES
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T
THREATS
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ESSENTIAL MARKETING MODELS 
SWOT / TOWS Matrix

S

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T

24

W

STRENGTHS

THREATS
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S

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WEAKNESSES
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O

OPPORTUNITIES
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O


ESSENTIAL MARKETING MODELS 
PESTLE Analysis (Option 1)

P

25


E

S

T

L

E

POLITICAL

ECONOMIC

SOCIAL

TECHNOLOGICAL

LEGAL

ENVIRONMENTAL

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