The previous chapter explained the importance of developing a brand identity consistent with your value proposition, and consistent with your product or service features. The marketing mix is a combination of factors about your service or product that you can use to influence customers. It is the vehicle that delivers your value proposition to your target customer segments. It should help you to create your brand identity and will support it. The marketing mix is often said to comprise the ‘Five Ps’ shown in Table 6.1.
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