The point to be noted is that the marketing mix elements (traditional) are led by the contemporary 4Ps relevant to this digital age.
Let us visualise a scenario, in a decade ahead, with the rapid onset of and AI and their applications in marketing. Detergent powders have penetrated, into the households and there are several brands, in the category, that advertise and innovate in order, to build brand equity. Detergent pods are perhaps the state of the art, detergent offering in developed markets (used in washing machines).
In India, it is not common to find washing machine brands advertising and endorsing detergent powder brands. Futuristically, the consumer may just be interested in the service of fabric cleaning as opposed to brands of detergents or washing machines. She may pay for the customised service of obtaining fabric care service. Detergent types and offerings, along with wash cycles will determine the price for the consumer as she uses the service in a customised manner. There is likely to be service brands in the fabric care category.
An article published in Harvard Business Review provides a refreshing perspective on consumer relevance, in the . The updated digital age compatible 5Ps of marketing (that will substantiate the traditional 4 Ps of Product, Price, Place and Promotion) are Purpose, Pride, Protection, Partnership, and Personalisation