What Does a Promotional Model Do?

CCDVTP marketing model first proposed a new CCDVTP marketing model

CCDVTP marketing model

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CCDVTP marketing model first proposed a new CCDVTP marketing model

CCDVTP marketing model overview

At the end of 2006, Philip Kotler made an important speech on "The Road to Branding and Globalization", and for the first time proposed a new CCDVTP marketing model. It was no longer just the traditional 4P marketing that he mentioned in his early years, and explained his brand The latest ideas in marketing.
Kotler pointed out the seven common elements of the brand: creation stories, beliefs, rituals, scaredwords, icons, nonbelievers, and leaders.
And indicate the four major steps to establish a brand: the first is to define the target market; the second is positioning; the third is the value proposition; the fourth is the brand promotion.
Kotler revised the 4P model and proposed the latest marketing model: CCDVTP. The so-called CCDVTP refers to: Create, Communicate, DeliverValue, Target, and Profit. Compared with the previous "4P" model, the CCDVTP model no longer statically sells marketing Divided into four parts, "product" and "price" are merged into "create", "promotion" is converted into "communicate", and "channel" (place) to "DeliverValue".
The CCDVTP model is: aiming at the target market, achieving profit through innovation, communication and value transfer.
CCDVTP points out that if a company wants to create a good brand, it must continuously communicate with customers (create, communicate) and deliver the unique value of the brand. At the same time, it must know its target market in order to have the opportunity to create profits. .
Kotler's CCDVTP marketing model no longer focuses on the internal segmentation of marketing functions, but highlights "innovation", which is the direction of corporate marketing department integration. The "value proposition" is also a question of how to communicate with customers. The value proposition of a brand is not simply to persuade customers, but to resonate with customers.
All products can be branded, and brands are everywhere. But the first step of a brand is not to be a brand from the beginning, but to define its own market, create value, and pass it on to major customers.
Kotler said that marketing the brand is an art, and the modern way of brand building is to "create and deliver value to customers in key markets and bring profits to the enterprise."
I. From the static focus on management and control to the dynamic change of continuous innovation. As the external market changes continuously, mature markets are constantly being subverted. Internal and technical work can no longer meet people's expectations for marketing. Marketing not only solves the internal marketing management requirements of the enterprise, but also urgently needs marketing to keep the company synchronized with the market changes, always synchronized with the changes in customer needs, and always lead the market development. This contrast between expectations and actual capabilities is the root cause of the embarrassment of many marketing departments.
This requires marketing to have more strategic management planning capabilities and more innovative organizational implementation capabilities. This is no longer a simple "product" decision and "price" decision, but a comprehensive change in the entire enterprise organization, management, services, products, and prices.
Second, the transformation from one-way promotion to two-way interactive communication. Kotler mentioned the "value proposition" in the four steps of building a brand. He believed that the value proposition of a brand is a question of how to communicate with customers. The value proposition of a brand is not simply to persuade customers, but to resonate with customers.
Third, the transition from fuzzy judgment to scientific effect measurement In Kotler's CCDVTP marketing model, the content of "profit" appeared for the first time, which is closely related to the practical requirements of marketing. For a long time, it has been difficult to accurately measure the effectiveness of marketing, which is also a major problem that plagues marketers.
Putting "profit" into the new marketing model is a very important signal. It will force marketers to seriously pay attention to the effect of each of their marketing activities and learn to think and solve problems from the overall perspective of the enterprise. This is also the development of marketing. The only way to go.
The proposal of Kotler CCDVTP marketing model not only provides new framework support for marketing theory research, but also provides new guidance tools for marketing practice.