Opinion: Passion Plays – Neil Shoebridge, BRW, 10 July 2003.

The marketing mix is considered one of the basic concepts of marketing that highlights the importance of Product, Price, Placement and Promotion in obtaining a favourable response from a company’s target market. To cater for the peculiarities of services, such as intangibility, and the importance and influence of people in service delivery, this marketing mix has been extended to include people, process and physical evidence. Now marketing consultants are talking about a fifth P: passion.

The argument put forward by the author is that making a good product, pricing it correctly, promoting it and ensuring it good distribution are no longer enough. Brands must have passion and they must be able to inspire passion among customers. People are looking for brands that demonstrate real passion, connect with consumers, and give them a sense of ownership and involvement.

Cory Treffiletti, a marketing consultant, highlighted the fact that it is passion that has led to the success of many brands, and that brands based on passion, used it to win word-of-mouth endorsements, which we all know is one of the most effective marketing tools a company could use. Apple Computer, BMW, Nike, on an international front, and closer to home, Ford and Holden, David Jones and Virgin, are all examples of brands that have passion as their foundation.

TALKING IT OVER AND THINKING IT THROUGH!

1. Product, Price, Placement and Promotion are considered the key components of the marketing mix. Describe each of these components.

2. What is the extended marketing mix in relation to services marketing?

3. The four Ps of marketing represent the seller’s view of marketing. It is argued that companies should view the four Ps from the customer’s point of view. Explain.

4. What do you think about the inclusion of the fifth P: Passion? Discuss.