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4 Mar 2016

Nine Ps and an F – The new Marketing Mix

Lord Bilimoria of Chelsea, the founder of Cobra beer, says that his luck came from the mentors that surrounded him. When an early venture involving the sale of polo sticks foundered, he identified a gap in the market from his love of beer but dissatisfaction with fizzy British lager. Cobra, a smoother and less gassy beer, was born to appeal to both lager and ale drinkers alike.

His mentors helped guide him through the launch of the product – something that he remains grateful for to this day.

Aside from taking the advice of mentors, plenty of whom will be at Pitch@Palace, Bilimoria has top ten tips beyond the famous ‘Four Ps’ of the marketing mix for success that he found garnered success:

  • Product
  • Price
  • Place
  • Promotion
  • Finance
  • People
  • Passion
  • Profit
  • Partnerships
  • Principles

The final tip is one that he holds particularly dear. He says: “Those values will set you apart. Empires are built on trust. It is better to fail doing the right thing than succeed doing the wrong thing.

And if you don’t believe Lord Bilimoria, then put your trust in Mahatma Gandhi. who famously said:

“Your beliefs become your thoughts,
Your thoughts become your words,
Your words become your actions,
Your actions become your habits,
Your habits become your values,
Your values become your destiny.”

Image Credit: Via Flickr

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