New marketing mix models: S.A.V.E. replaces the 4 P’s

The wide usage of Internet inspired marketing experts to have a new look at the well-known 4P’s by MacCarthy. Product, Price, Place and Promotion are the basis and will always be considered, but now supplemented by the S.A.V.E. model by Eduardo Conrado, Senior Vice President Marketing and IT at Motorola Solutions.

S. is for Solution. Think about the solution of your customers’ problems instead of the features and functions of the product.

‘Solve their problem better than anyone else and you’ll end up with a product your customers can’t live without.’ – Ruben Gamez

A. is for Access. It is not about the place, it is not about whether it will be online or offline, your customers need your business to be accessible and you should provide them with it. You choose how.

‘What can a brand give me at this precise moment that I want or need? That’s the bar companies now have to clear, and it’s not easy.’ – Jay Baer

V. is for Value. Customers care about the price, it is natural, but before the price come the concerns about the value. Are the benefits of your product relevant to the price you define?

‘When we hear customers say that our product is too expensive, before wondering if we should lower the price we are more concerned with whether we should increase our product’s value.’ – Walter Chen

E. is for Education. Your audience need and want to be informed. The number of businesses with online presence grows daily as well as the importance of attraction-based marketing.

“Simply because providing someone with free, and useful information, creates a much stronger bond and connection than any banner ad or press mention ever could.” Leo Widrich

The S.A.V.E. framework is the modern look at the traditional 4P’s Theory and is inspirerd by the circumstances. Lots of marketing and digital experts will be at the 6th Webit Global Congress to discuss the new trends. In order to follow them, apply now!



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