The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product, price, place, promotion) of marketing management.
The four elements of the SIVA model are:
- Solution: How appropriate is the solution to the customers problem/need
- Information: Does the customer know about the solution, and if so how, who from, do they know enough to let them make a buying decision
- Value: Does the customer know the value of the transaction, what it will cost, what are the benefits, what might they have to sacrifice, what will be there reward?
- Access: Where can the customer find the solution. How easily/locally/remotely can they buy it and take delivery.
This model was proposed by Chekitan Dev and Don Schultz in the Marketing Manageemnt Journal of the American Marketing Association, and presented by them in Market Leader - the journal of the Marketing Society in the UK.
We like the model as it allies well with our thinking and out meta-models where we focus heavily on the customer and how they view the transaction, CORBA cost-benefit models, adoption models (see last month) the whole e-commerce environment. In fact we might even do a meta-model of SIVA to help you understand each of the elements in more detail.
So chuck out your 4 Ps and get SIVA instead.
