The marketing of services
The marketing of products, mainly on a B2C context, is heavily influenced by the 4 P’s framework: product, place (distribution), price and promotion (advertisement, communication).
For services, especially on a B2B context, an adaptation is needed to better frame the solution.
Enter SAVE, a substitution of the 4 P’s for services:
- Product -> Solution: Meet customer needs
- Place -> Access: Develop cross-channel presence
- Price -> Value: Focus on value and benefits to customer
- Promotion -> Education: Coach the customer on the usage of the service