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Business A Business B
Expensive perfumes Cheap perfumes

Product with expensive Product with cheap ingre-
Product ingredients and an exclusive dients and a simple aerosol as
glass bottle as packaging. packaging.

Price High sales price Low sales price

Promotion at a limited Sales at petrol stations and
number of pharmacies supermarkets. Any website
specialising in beauty may sell this product.
Location products and at an up-mar-
ket department stores.
Dedicated website for online
sales.
Promotion through adverti- Promotion in local newspa-
Promotion sing in glossy magazines and pers and on YouTube
on television. Participation in vlogger channels. Participa-
the ‘Millionaire Fair. tion in trade fairs.

Marketing mix of two companies selling perfume.

Both companies sell perfumes but use a different mix of Product, Price, Place and Promotion.

1.3 The online marketingmix

In the overview of the marketing mix of company A and B, we see that the Internet is also used.
For example, company A has a special website for its exclusive perfumes and company B uses
vloggers. The online world offers additional opportunities for the marketing mix. In this book,
we will explore these opportunities and show how they can be successfully applied. In chapter
22 of this book, we summarize all the elements of the online marketing mix in an overall view.

The successful application of online marketing starts with having a good online marketing
strategy. In the next section, we will discuss which online or Internet marketing strategies are
possible.

1.3.1 The 4Cs and the SIVA model
The marketing mix as discussed above is not the only marketing mix. We also know the 4C mar-
keting mix and the "SIVA" model. All these variants of the marketing mix place the customer
at the center of attention.

The 4 C's
If you want to put the customer absolutely central, the 4C model is a good tool. The model
provides tools to better understand the customer and consists of the following components:

1: Consumer (and product/service)
The focus of this C is the customer's need for a product or service. Only with a deep
understanding of this need can the product or service be developed.

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