7Ps Haircurler

Pricing:

- 5€ for three

- cost-plus pricing: the price that they pay the producer for the product, and then just add a percentage mark-up

- cost of bought-in materials: 2.50 €

- 50% mark-up on cost: 2.50€

- selling price: 5€

- price set will cover all costs of production

- suitable for firms that are 'price makers' due to market dominance --> dm: biggest retail store for cosmetic/ toiletteries etc in Germany/Austria/Switzerland

Product:

- heatless haircurler to get more hairvolume

- doesn't destroy hair because it doesn't use heat

- very easy to use

- time saving

- high quality

Place:

- sold at a retailer: dm

- dm has an online website --> online shopping

Promotion:

- advertisment through internet; 'influencers'

- commonly known --> since 1930s

- special offers: 3 for 2

- sell it in packages of three

- joint ventures with other hair prodcut companies: Boots

People:

- thousands of employees worldwide: 66.076

- one manager per store (several dms in one city)

- value good customer service, but not extraordinary

- quick training --> not much spent

Process:

- service rating: 3.9 out of five

- continuously offer the same basic products --> reliable

- never run out --> good management

Physical evidence:

- 3862 facilities

- employee appearance: simple all white uniform ~ 20€