SIVA model
The SIVA model is a customer-centric marketing model that helps companies develop marketing strategies from the customer 's perspective. The model is the counterpart of the traditional 4P model (Product, Price, Place, Promotion) and emphasizes what the customer wants and needs. SIVA stands for Solution, Information, Value and Access. This customer-centric approach allows companies to develop better marketing strategies and build better customer relationships.
The four elements of the SIVA marketing model
- Solution (Solution): Instead of focusing on a product, the SIVA model looks at the solution the product provides to a customer problem. This means companies should focus on how their product or service improves the customer's life or fulfills a specific need.
- Information (Information): This element replaces the promotional component of the traditional 4P model. It involves companies providing relevant, clear and accessible information that helps customers make decisions. This can be done through websites, social media, advertisements and customer service.
- Value (Value): Rather than just looking at price, the SIVA model revolves around the total value a customer receives. This consists not only of the financial cost, but also factors such as product quality, brand experience and customer service.
- Access (Access): Access replaces physical location from the 4P model and focuses on how customers access products and services. This can be online or offline and consists of things like ease of use of an online store, delivery options and accessibility of physical stores.
