We’ve spoken of your marketing mix before but have yet to discuss the 4 A’s Marketing Mix Model. Professors Jagdish Sheth of Emory University and Dr. Rajendra Sisodia of Bentley University created the 4 A’s Model because many leaders believed that the 4 P’s Model was too company or brand-centric and lacked a consumer point of view.
Let’s break it down.
The 4 A’s Model
Acceptability
The first A stands for Acceptability and addresses the functionality of your products and services for your fans and how psychologically acceptable they are for your target market.
Affordability
The second A stands for Affordability. This section lets you know if your target audience is willing to pay the price you have proposed for your products and services.
Accessibility
The third A stands for Accessibility. Accessibility refers to the availability of your products and services and how convenient it is for your fans to purchase them.
Awareness
The fourth and final A stands for Awareness which pertains to your overall brand awareness and your fans’ knowledge of your products and services.
4 P’s vs. 4 A’s
Your 4 P’s marketing mix is connected to your 4 A’s marketing mix. Think of the 4 P’s as your brand-centric analysis while the 4 A’s is your customer-centric analysis. Let’s compare the two models:
Product = Acceptability
As a brand, you must understand the products you offer. Your primary product is music. For your brand to succeed, your product should be accepted psychologically by your audience. Your product must also function well, meaning it must meet or exceed your fan’s needs for entertainment.
Price = Affordability
The price you set for your products and services is paramount. Your prices should be based on if your fans are willing and able to purchase your product. If it is too expensive, you may miss out on sales, and if it is too cheap, you may miss out on making a profit.
Place = Accessibility
Your products and services must be available to your fans, meaning the places in which you sell your music should give your fans easy access to you. For example, if most of your fans live in Austin, Tx, your music should be located in local music stores in Austin, not Canada.
Promotion = Awareness
Lastly, promotion aids in brand awareness. Your fans will get to know more about you and your products the more you promote them and connect with your fans.
Conclusion
In conclusion, both marketing mixes can help you understand your brand and fans. Most companies and brands don’t use just one mix. They combine and interchange different aspects of both mixes. The 4 P’s and 4 A’s will give you a holistic view of what you offer and what your fans need from you and your products.
REMEMBER: YOU ARE A SUPERSTAR
Leave a Reply