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    How many Ps in Marketing?

    By John Ross

    Middle East MarketingFor those who did Marketing 101 the answer to the above question is a simple 4: Product, Price, Place and Promotion.  For those who have read more widely it might be 6, the 4 above plus People and Process, some might even include a 7th P which is Physical evidence, however I contest that there is only 3 Ps in Marketing: Perception, Possible and Pleasure.

    According to the Oxford English Dictionary, Perception is “the process of becoming aware or conscious of a thing or things in general; the state of being aware; consciousness; understanding.”  However to perceive something is not necessarily to understand something, but rather to hold that perception as a truth.  If we put that into marketing terms it is that which makes customers buy a brand or product.

    The second P is Possible defined by the same noble tome as “capable of existing, happening, being done”, and the Chartered Institute of Marketing defines Marketing as “The management process responsible for identifying, anticipating and satisfying customer requirements, profitably”  is this not the art of the Possible?

    It is on this premise that I postulate that these are the first 2Ps in Marketing.  If it is Possible that an organisation can develop a product or service, communicate with it’s target audience in such a way that they believe that there is a need for this product or service then they Perceive it to be of benefit and will buy it.  The more difficult part is now maintaining or exceeding that perception in order that the experience is an enjoyable one and repeat purchase or recommendation occurs; I call this Pleasure.

    Again referring to the Oxford English Dictionary Pleasure is “feeling of satisfaction or joy, source of gratification” or if you like Customer Satisfaction, and, as Peter Drucker once said, “The measurement of a successful organisation is an external one; it is called satisfied customers”

    Therefore Marketing is delivering Perceived Pleasure whenever Possible to those who could Possibly Perceive the Pleasure of an organisations product or service.

    New Oki “Print Smart” Range Launch event


    Yesterday we held a big launch event at the prestigious Armani Hotel in Dubai to unveil Oki’s expanded printer range to our channel partners in the United Arab Emirates, led by our very own John Ross, general manager for the Middle East, India and Africa. The new products launch comes as part of OKI’s Print Smart strategy to offer competitive, cost-effective solutions to businesses of all sizes across a range of industries in the Middle East.

    We’ve completely revamped the range and are proud to offer cost-efficient and environmentally friendly solutions that will help businesses Print Smart. Over half of the revised product range consists of new or upgraded products, creating the opportunity to significantly increase our footprint in critical markets.

    With the launch of the new range we aim to improve green practices in businesses across the region as carbon emissions become a growing concern for leaders and decision makers and we hope businesses will realise that the use of green technology will ultimately cut costs and carbon emissions simultaneously. With our new products businesses of all sizes are set to benefit from the energy saving benefits and our green technology products, which are now in compliance with the latest European regulations and are based on the company’s unique proprietary LED technology.

    The extended OKI range boasts improved product performance and upgraded features that will help micro-businesses, SMB’s, and larger businesses Print Smart. We’ve had some great feedback from the market so far and look forward to your comments on the ASkOki blog!

    The new products range includes the following:

    Colour/Mono Multi-function products (MFPs)

    MB491, MB441, MB451, MB461, MB471,  MC352dn, MC362dn, MC562dn

    Colour/ Mono Single Function Products (SFPs)

    C301dn, C321dn, C331dn, C511dn, C531dn, C822, C831, C841, B401

    You can watch John’s recap of the launch event here

    The Science of Colour: Understanding Colour Psychology for Effective Business Communication



    Did you know that invoices printed in red are paid up to 70% faster? Or that yellow cars have notoriously high accident rates? Whether you choose to acknowledge it or not, colour psychology plays an important role in our everyday lives both here in the Middle East and around the world.


    Everything from the paint on your villa wall to the clothes that you wear have the ability to subconsciously affect mood and behaviour. Colour psychology goes beyond cosmetic appearance and actually plays a significant role in the business world. In fact, the colours you choose to use on your printed documents have the ability to affect the decisions of consumers from a business perspective and impress your customers for good or for ill.


    Research commissioned by OKI has found that human response to colour can be predicted and that it is indeed a powerful form of communication that is driven by our deepest instincts.  Regardless of nationality, culture and gender, we as human beings share common reactions to colour. These reactions can be predicted with startling accuracy when one has an understanding of the science behind colour.


    So, how can colour psychology help a business in the Middle East and Africa? On average, a customer takes 15 seconds to make a purchasing decision. This means that it is important to grab your customer’s attention before they even notice aspects such as typeface, copy, and layout.  The skilful use of colour and ensuring that the colours you use are related to the basic proposition of your product will help convey your key messages effectively.

    For instance, blue is an essentially soothing colour and when used correctly, can imply intelligence, trust, and serenity. This would be a good colour to use if you want your customers to trust you.  Then you have red, which has a physical effect. In contrast to blue, the colour red stimulates and activates a “fight or flight” reaction. Think about why red is so effective in stop signs and traffic lights.  Red could work if your company has anything to do with sport or physical activity or if your business needs to appeal more to the senses than to the mind, red will work well.

    Gaining a general understanding of the 11 basic colours that have fundamental and universal psychological properties can help you communicate more efficiently, depending on your line of business.

    Remember, nothing is as black and white as it may seem!


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