What is SIVA? The New 4 P's of Marketing
The old marketing mix was built for corporations. SIVA flips it to the customer. Tap each classic "P" below to watch it transform into its modern, demand-driven equivalent.
🔄 The Transformation: 4 P's → S.I.V.A.
Tap a card to flip it. Each old "P" becomes a customer-centric concept.
You don't sell a product — you solve a need. The community defines what you build, not the boardroom.
Stop interrupting with ads. Give people the information they need to decide for themselves.
Price isn't set by cost — it's set by the value the customer actually receives.
Meet customers when and where they want you — not where it's convenient for you.
0 of 4 flipped — flip them all to reveal the model 👇
"Ascertaining consumer demand is vital for a firm's future viability and profits."
The S.I.V.A. Model, Explained
SIVA gives you a demand- and customer-centric alternative to the classic four P's (product, price, placement, promotion). It restates the marketing mix for a world where the power to build brands has shifted from corporations to communities.
Product → Solution
What you sell is driven by what the consumer needs. The community defines the product instead of the corporation. Marketing's job is to understand what customers want and translate that back to the business — so you offer a solution, not just a product.
Promotion → Information
Instead of placing ads, give consumers the information they need to judge whether your offering is valuable and accessible. Think of a "fact-finding" appointment with a doctor or lawyer — people learn, then decide.
Price → Value
Rather than setting price from economic theory or raw-material cost, SIVA sets it based on the value delivered to the customer — exactly how intangible services are priced.
Place → Access
Give customers access to products and services when and where they want them, instead of dictating where they must go. From beauticians who come to your home to services delivered entirely online.
3 Ways to Put the Customer First
Market-oriented companies focus their products on consumer demand. There are three routes — tap to explore each.
In the customer-driven approach, consumer wants drive every strategic decision. No strategy is pursued until it passes the test of consumer research — even the nature of the product itself starts with the customer. The rationale: there's no reason to spend R&D developing products people won't buy.
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