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The Four Ps of Marketing, Four Cs of Marketing and Siva.: Product
The Four Ps of Marketing, Four Cs of Marketing and Siva.: Product
SIVA.
Place In place we generally consider location from where customers can buy
the product. Where do buyers look for product or service? If in store, in
what kind of store? In a special boutique or in a supermarket or online
or direct,via a catalog.
Customer Cost Customer Cost is replacement for Price. By definition, price is the
amount of money that a consumer is willing to pay to acquire a good or
service. Cost, on the other hand, is the sum of the value of all inputs
to the production of said good or service such as land, labor, capital.
Other factors, like the cost of time to acquire the product, the cost of
conscience of consuming the product, the cost to change to a new
product, the total cost of ownership, and the opportunity cost of not
selecting an alternative, are also included in the cost of an offering.
Solution Product becomes Solution. What is being sold is driven by what the
consumer needs. The community defines the product instead of the
corporation. It is marketing’s duty to understand what the consumer
wants and explain this to the corporations so that they, in turn, can
produce the products that satisfy the needs of the consumer. You
aren’t simply providing a product, you are offering a solution that
meets your customer’s needs. This is what services do on a daily basis.
Information Promotion becomes Information. Instead of placing ads, simply give the
consumers the information they need to determine whether or not the
product or services offered is both valuable and accessible to them.
Many services have always operated on this basis. Customers go for a
“fact finding” appointment where they learn about the service offered
(by a doctor or lawyer, for example) and its price. Based on this
information, they decide whether or not to become patients or clients.
Value Price becomes Value. Instead of using economic theories to set price,
S.I.V.A. advocates setting the price of a good or service based on the
value a product offers to the consumers. The price of services is often
determined in this manner as services are intangible products that
can’t be priced based on the input of raw materials.
Access Place becomes Access. The whole idea behind this is giving consumers
access to products and services when and where they want it instead of
dictating where a consumer has to go to get it. These days even
beauticians are willing to come to your home to do your hair. Other
service providers provide information and services on the Internet as
opposed to making you come to their office.
Product-Customer Solution-Solution
Price-Customer Cost-Value
Promotion-Communication-Information
Place-Convenience-Access