From 4Ps to SAVE : A Theoritical Analysis of Various Marketing Mix Models

This paper intends to analyse and compare the SAVE (Solutions, Access, Value and Education) model of marketing mix with its predecessors. The main objective is to draw lines of distinction between the various models and try to figure out which model is more relevant in current scenario of business studies. It is not only intended to analyse the SAVE model for academic purposes, but also to analyse its impact on various business institutions, if brought into practice. The 4Ps (Product, Price, Place and Promotion) model has been around for many decades now and no other model has posed a serious threat to it so far, because of its ease of use and familiarity. Thus it will be interesting to see that whether the SAVE model can actually dethrone the 4Ps model in the years to come by and if it does, will it actually survive the test of time? Although SAVE model has been actually studied or suggested for B2B business only, we will try to provide insights about whether it can carve out a niche for itself in consumer markets as well