Marketing, as a dynamic field, employs various strategies to connect with consumers and drive sales. Two fundamental approaches include the traditional Four Ps (Product, Price, Place, Promotion) (Kotler, Armstrong, Brown, & Adam, 2007) and the contemporary value approach, which centers on creating, communicating, and delivering value to customers (Kumar, 2010). The Four Ps approach is product-centric, focusing on aspects within the company's control, while the value approach is customer-
centric, emphasizing understanding and fulfilling customer needs.
The Four Ps approach, with its emphasis on the product, pricing, distribution, and promotion, aims to maximize product sales. Conversely, the value approach takes a holistic view, considering the overall customer experience and long-term satisfaction (Kotler et al., 2007). Both approaches involve communication and promotion, but the value approach places a greater emphasis on building a strong brand image and fostering lasting customer relationships.
Let's consider two advertisements to illustrate how consumer needs, as identified by Abraham Maslow, are addressed. The first advertisement features a high-end fitness tracker. Physiological needs are met through health tracking, safety needs are addressed with vital sign monitoring, and owning this high-end device satisfies esteem needs. The target consumer segment comprises health-conscious individuals seeking advanced fitness tracking and professionals desiring a stylish wearable.
The second advertisement promotes travel app. Safety needs are met through real-time travel information, social needs are satisfied with personalized recommendations and social sharing features, and esteem needs are addressed by offering personalized travel suggestions. The target consumer segment includes adventure seekers, frequent travelers, and those valuing safety and social connectivity in their travel experiences.
