Consumer IOT: Inventing the New Ps of Marketing

In MBA school 25 years ago, I was taught about the "marketing-mix", or the 4Ps of Marketing - Product, Price, Place and Promotion. Intelligent marketing dictated tweaking each P so that all the 4Ps made for a compelling proposition for the consumer. These constructs that originated in the Sixties, were then enhanced with the addition of the 5th P: It is now accepted that Packaging is the 5th P, (despite a valiant attempt to add "People" as the 5th)

Like many other constructs of the post-industrial age, this paradigm is fading into irrelevance. Simply playing with the conventional 4P's is probably just a basic requirement. There is limited value in this construct in imagining the future of retail and marketing. We at www.rudralabs.com have come up with a better construct:

The new Ps of marketing: Pipes and Personalisation:

Pipes:

Very simply, these are the connections between the brand and the consumer. The word connection has some very specific characteristics:

• The Pipe is related to a specific product or a genre of product like coffee or rice or washing powder
• The Pipe is inherently smart since it measures consumption of the product at the consumer end and can trigger a replenishment when appropriate.
• The Pipe has permission to pull money from the Consumer's wallet. (Cool huh?)
• The Pipe is monitored and mediated by a Native App. Via this App, the consumer has all the data about the Pipe. How much is at their kitchen shelf, to historical consumption trends, to various other data points. Multiple Pipes can be mediated via a single App.

Personalisation: What a merchant does with the Pipe

Its not the size of your pipe, its what you do with it.

The wealth of continuous data generated by the pipes in combination with the Native App make for infinite and interesting possibilities in terms of Personalisation. The system has consumer household data, metadata and actual consumption record.

The myriad possibilities makes it possible for D2C brands built purely by the personalisation of the experience. Personalisation is a Meta-P, since now its not enough to have one set of 4P's for everyone; we now need a Personalised Product, Price, Place and Promotion and Packaging to be delivered by the Pipe in response to all historical data that the Pipe has generated.

How cool is that ?

ARC: Powering I-Commerce Applications mediated by the new P's of marketing: Pipes and Personalisation

ARC or Automated Replenishment Concierge, which is our Consumer IOT Application Platform for Consumer IOT Applications in the area of food and grocery. With ARC, anyone with Imagination and the ability to reach the end consumer can build sophisticated I-Commerce Applications, sophisticated D2C Applications powered by data, driven by personalisation and orchestrated by the Mobile App.

ARC requires no technology or development expertise. Retail entrepreneurs can get started off with laughably low investments. We provide all components - Hardware, Electronics, Firmware, IOT Cloud, Native App, and an entire engineering stack on a per installation or per device basis.

You invent the Application, ARC will breathe life into it. Quickly, efficiently and without fuss.

We invite you to e part of the new "Cambrian Explosion" of brands that will characterise the evolution of the D2C space in the near future.

Contact [email protected] for initiating a commercial discussion.