Simply SIVA

Dev, Chekitan S.; Schultz, Don E.
March 2005
Marketing Management;Mar/Apr2005, Vol. 14 Issue 2, p36
This article describes the steps necessary to implement the solution, information, value and access (SIVA) marketing mix and profiles a pioneering firm that adopted SIVA and realized immediate results. The first step in the SIVA approach is for the marketer to understand the market and the customers based on true and deep customer insights. The goals is to identify and clarify what customers value and determine whether the firm could create those values using the organization's assets and resources. The second step involves identifying or creating various customer value propositions. It seeks to determine what the customers wants, need and value, and then focuses its resources and asset base on fulfilling those wants and needs. The third steps involves finding ways to deliver the value customers. The fourth step requires the organization to measure the extent to which the customer value was delivered, not just the returns to the corporation or marketing firm. It is clear from this steps that SIVA supports and builds on the true marketing concept--finding customer needs, wants, the marketing organization, or desires and fulfilling them at a profit to the marketing organization. A case example of SIVA is Southern LINC, a division of Southern Co.


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