Difference Between ASPICE and V Model (With Table)

The ASPICE and V models are two models of how corporations are structured. In an ASPICE Model, the corporation has a steering committee that controls the entire entity. This committee consists of a CEO, President, and VP of Business Development, who manage the business. The V Model is an unscalable and non-hierarchical organization.

ASPICE vs V Model

The main difference between ASPICE and V Model is that the ASPICE model is a theory of market segmentation that looks at the different ways in which customers will approach the purchase decision, whereas, the V model is a theory of how marketers build brands through psychological appeals.

The ASPICE Model emphasizes the behavior of customers rather than product attributes and processes in carrying out its goal to find out which product types are best suited for different market segments. It acknowledges that different customers will have different buying motivations, consequently differing product preferences.

The V-model is an analytical framework for the process of creating a product, service, or website. The V in the V-model comes from Value. In other words, the ‘V’ in this model is like a funnel between what the customer has done with an offer and how they’ve reacted to it.

Comparison Table Between ASPICE and V Model

Parameters Of Comparison


V Model


The ASPICE model is to explain the role of Marketing Mix variables like pricing, product characteristics, promotion, and distribution.

The V-model is a simple framework that outlines the customer journey from Awareness, to Desire, to Consummation.


Its focal point is on the behavior of customers.

The focal point at the various touchpoints that users have with this product before they have reached conversion or engagement.


The ASPICE model is hierarchical and more centralized.

The V model is barely hierarchical and less centralized.

Server Side

Can take advantage of features from both the client-side and server-side.

Cannot take advantage of features from both the client-side and server-side.


This model is most effective for small businesses.

This model is most effective for big corporations.

What is ASPICE?

The ASPICE model is similar to that of an Agency Model. The CEO, President, and VPBOD are equivalent to a President. The VPS is equivalent to directors. A VPBOD oversees a WG, which consists of committees in charge of different departments in the corporation. This model is known as the hierarchical model because of its hierarchy.

An ASPICE or scalable model is used in which some subcommittees report to a Sub-committee WG. The president oversees the whole entity while managing committees of different strategies and products. A product sub-committee consists of VPs for various departments in the corporation who reports to the VBOD. A price sub-committee also exists, which consists of VPs for different departments as well as an assistant VP that is known as a TAF.

The process of ASPICE starts by identifying the problem to be changed. Then, the changes that must be made are identified. The changes are then broken down into smaller increments or chunks, where it is a five-stage process that provides a framework for all teaching and learning: Assessment, Situation, Plan, Implementation, and Check.

What is V Model?

Businesses can use the V-model to understand how their products and services are being used by customers in various stages of the user journey. At a minimum, this process begins with an understanding of the four steps in the core funnel structure: Awareness, Interest, Desire, and Consumption. The actual process depends on which approach is most suitable for your company. An example of an online campaign might follow these steps:

The V model can be used to determine the overall cost of a project by comparing development efforts (cost and schedule) to a value function that includes product expectations, development challenges, and risk controls. This can help in determining if the project is worth undertaking or should be scrapped.

  • Awareness: Customers are introduced to your brand or business.
  • Interest: Customers begin to form an interest in the product or service by learning more through further reading, watching videos, or other interactions.
  • Desire: The customer decides they’d like to try the product and forms intent to purchase it.
  • Consumption: This can include several stages such as a trial, invitation, and actual conversion (purchase) at each step of the way. You should be measuring customer satisfaction and how you can improve your next campaign.

In V Model, each employee reports to the CEO, who has ultimate control over all employees in the firm. The various departments function autonomously under a product management department, which reports directly to the CEO instead of through a VP or President.

Main Differences Between ASPICE and V Model

  1. ASPICE Model is to identify what processes and capabilities need improvement, prioritize the needed improvements, and create a plan of action for those improvements, whereas V Model is a systematic process that helps organizations evaluate new software development capabilities in terms of how they define value versus cost.
  2. The ASPICE Model can take rewards from both the client-side and server-side, whereas the V Model Cannot take rewards from both the client-side and server-side.
  3. The ASPICE Model is socially scaled, whereas, The V Model is nonsocially scaled.
  4. The main pivot of the ASPICE Model is on the habits of customers, whereas the main pivot of the V Model is engagement.
  5. ASPICE model is extremely efficacious for small-scale businesses, whereas V Model is immensely fabricated for large businesses.


ASPICE and V Model are two methods of understanding how a system behaves. ASPICE stands for Activity, Supply, Price, Incentives, Costs, and Taxes. The V model takes the opposite approach by focusing more on the demand side on how things change over time. ASPICE model is based on the fact that buyers make purchase decisions based on their perceptions of features, functions, and benefits, which are three B’s that marketers purport to know about, but customers have the ability to influence and shape.

The ASPICE model is the right choice when customers are not familiar or conscious about the product category and are not aware of how they can satisfy their needs. The V Model is an extension of the ASPICE Model, with the additional steps of Evaluate and Revise added to the end.


  1. https://www.researchgate.net/profile/Gilles-Horowitz/publication/258359052_A_SPICE-like_DC_Model_for_Organic_Thin-Film_Transistors/links/00b7d52a639ef90662000000/A-SPICE-like-DC-Model-for-Organic-Thin-Film-Transistors.pdf
  2. https://ieeexplore.ieee.org/abstract/document/328864/?casa_token=GGiiHqVS0WQAAAAA:UnXt3pXg9HGBI_5XlNUfsBxAm-vN2UNNwTYBGk3l6VMmhmrzxW6iAyrao5_RgfwCCN88hbTPHQ
  3. http://jasss.soc.surrey.ac.uk/11/4/12.html