Among the most modern modifications, it is worth noting the 12P strategy. The previous concept has been supplemented with the elements of Participation, Loyalty Program, and Policy of Social Responsibility. Although not particularly popular, they can still produce positive results if applied correctly:
Participation
In this marketing strategy, customer engagement is understood as deepening feedback with the consumer, helping to establish the real value of the product, adjust its cost and functionality. To stimulate audience interaction with the brand, the company actively works on the ideological content. This activity contributes to the formation of a category of loyal customers, and in the future - to strengthening the brand in the market and more effective promotion.
Loyalty program
As a rule, the company amazon database directs its main efforts to attracting consumers, and often there are no resources left for developing loyalty programs. The "Program of loyalty" element is only needed to form new reasons for the client to remain loyal to the brand. Here, this task is implemented in a variety of ways. The main thing is to ensure stable loyalty of existing consumers. The benefit of this tool becomes even more obvious if we consider its direct impact on the effectiveness of the entire system of interaction with the target audience. By using loyalty programs wisely, managers prevent a significant outflow of customers and thereby prolong consumer loyalty in the future.
Politics of social responsibility
In the context of the product's marketing mix, the social responsibility policy is designed to transform customer focus into solving more global problems that are not directly related to the product, but are no less important for the consumer. Simply put, this element takes this concept to a higher level. This approach helps to increase the brand's importance in the eyes of the consumer, thanks to which the brand stands out from its competitors.
Thus, different versions of the basic concept of 4P have been developed at different times, but all of them are quite rightly criticized by experts. To create a solid foundation, in some cases it is necessary not to supplement the model with new variables, but to improve the existing ones. Moreover, some parameters of the strategy are very difficult to control.
Marketing mix models 4C and SIVA
Previously, we considered concepts based on classical marketing components. Now we will examine other models that are used by modern companies:
Model 4C
It was created by R. F. Lauterborn in the 1990s as an alternative to the basic 4P concept. The author's goal was to rethink the outdated model and shift the focus to the most complete satisfaction of the target audience's needs.
The 4C Marketing Mix Model
The characteristics of the marketing mix in the 4C interpretation are combined into four main criteria:
Cost (Buyer's expenses)
Includes all material and other resources (including time) spent by the client to purchase the product.
Customer needs and wants (Needs and desires of the target audience)
These are the needs of a potential client that the product can satisfy.
Convenience (Buyer convenience)
This includes the most suitable distribution channels for the audience.
Communication
In this case, products are promoted precisely through contacts with the consumer. To do this, the company must maintain communication with the client, answer all questions that arise and take into account his interests.
Thus, Victoria's Secret fashion lingerie shows always featured perfectly matched models. The brand thus demonstrated "an excellent fantasy about beautiful VS angels." However, over time, the media began to boycott events dedicated to this brand, seeing them as discrimination against "imperfect women." This led to a significant outflow of potential customers. The company was forced to invite plus-size and transgender models to the shows.
Victoria's Secret