Trends in Marketing
Chapter 1: SAVE model
Marketing basics
Marketing traditionally refers to all the activities carried out by a company to promote the sale of
products or services.
Traditionally, marketing was seen as the set of all activities aimed at promoting, together with the
sales department, the exchange of products or services.
Marketing is something from the early twentieth century ... One of the founders of systematizing
"marketing" into a model, is Philippe Kotler. He was the one, who described marketing simply as the
"science around the 4 P’s”: Product - Price - Place - Promotion (which later evolved into 5-6-7 P's or
even 5-6 C's).
Sales people only think about the price, but marketeers don’t care
The biggest problem in sales today is inflation (costs, so also prices are increasing)
Nowadays everything is about “service”, not about “product”
anymore
(Apple grows because of their service and marketing, not
because of their products) apple is selling cloud (the
service)
Marketing basics - Brands
A brand is your promise to your consumers. It tells them what to expect from your products and
services, and it distinguishes your offerings from your competitors. Your brand is derived from who
you are, who you want to be and who people see you as.
"Brands" create certain "emotional" responses for consumers (positive and negative) that influence
consumer behavior.
1
,People are looking for brands, not for products anymore
Hartmut ROSA
Explanatory model for uncertainty of people, of consumers
For example: the use of phones the rhythm of life is going faster and faster
2
, But in recent years the world of marketing has changed enormously.
The following developments are the causes of this "evolution":
a) the power of search engines ... and especially Google
b) the information, which is ubiquitous ... especially through all smartphone
and fast internet accesses (3G - 4G - 5G (?) ...)
c) the possibilities of communication through the various social media
d) the proven efficiency advantages of analyzing "data" making existing
customers a "source" of marketing
e) ... and soon ... the possibilities of "artificial intelligence"
4G was the start of social media
5G was the start of AI
SAVE model
Data and technology are driving a shift from the classic "4P" model to the "SAVE" model, benefiting
the marketer AND the consumer....
Save model is the better and more modern version of the 4P’s
SOLUTION
You’re thinking in terms of the consumer
The "SAVE" model can be used for all type of brands:
a) New brands they need to start building their “solution”, “access” and
“education”
b) Existing brands they need to focus on certain areas where there lacking
behind: “Access”, “Value”, “Education” … or could it be the “solution”
3
Chapter 1: SAVE model
Marketing basics
Marketing traditionally refers to all the activities carried out by a company to promote the sale of
products or services.
Traditionally, marketing was seen as the set of all activities aimed at promoting, together with the
sales department, the exchange of products or services.
Marketing is something from the early twentieth century ... One of the founders of systematizing
"marketing" into a model, is Philippe Kotler. He was the one, who described marketing simply as the
"science around the 4 P’s”: Product - Price - Place - Promotion (which later evolved into 5-6-7 P's or
even 5-6 C's).
Sales people only think about the price, but marketeers don’t care
The biggest problem in sales today is inflation (costs, so also prices are increasing)
Nowadays everything is about “service”, not about “product”
anymore
(Apple grows because of their service and marketing, not
because of their products) apple is selling cloud (the
service)
Marketing basics - Brands
A brand is your promise to your consumers. It tells them what to expect from your products and
services, and it distinguishes your offerings from your competitors. Your brand is derived from who
you are, who you want to be and who people see you as.
"Brands" create certain "emotional" responses for consumers (positive and negative) that influence
consumer behavior.
1
,People are looking for brands, not for products anymore
Hartmut ROSA
Explanatory model for uncertainty of people, of consumers
For example: the use of phones the rhythm of life is going faster and faster
2
, But in recent years the world of marketing has changed enormously.
The following developments are the causes of this "evolution":
a) the power of search engines ... and especially Google
b) the information, which is ubiquitous ... especially through all smartphone
and fast internet accesses (3G - 4G - 5G (?) ...)
c) the possibilities of communication through the various social media
d) the proven efficiency advantages of analyzing "data" making existing
customers a "source" of marketing
e) ... and soon ... the possibilities of "artificial intelligence"
4G was the start of social media
5G was the start of AI
SAVE model
Data and technology are driving a shift from the classic "4P" model to the "SAVE" model, benefiting
the marketer AND the consumer....
Save model is the better and more modern version of the 4P’s
SOLUTION
You’re thinking in terms of the consumer
The "SAVE" model can be used for all type of brands:
a) New brands they need to start building their “solution”, “access” and
“education”
b) Existing brands they need to focus on certain areas where there lacking
behind: “Access”, “Value”, “Education” … or could it be the “solution”
3
