Bob Lauterborn, a marketing consultant, declared the 4Ps of the marketing mix or seller-oriented marketing theory to be dead in 1990, stating that instead of using the 4Ps of Marketing, businesses should employ 4C’s.
The 4C’s of business marketing shifts the emphasis away from producers to potential customers, providing a better template for companies that service a niche market. In contrast to Jerry McCarthy and Phil Kotler’s 4P approach, this approach, as the name implies, focuses on how to provide customers with greater value.
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What are the 4 Cs of Marketing?
The 4 Cs of marketing are the marketing mix that allows a brand or business to survive in the market for a long and acquire a position in the minds of the target audiences by paying attention to the 4 Cs – customer, cost, convenience, and communication.
Customers and marketers must think like customers while using the 4 C’s method. Unlike mass marketing, which was based on the 4Ps, the 4C’s marketing idea focuses on niche marketing. By understanding your consumers, you will in turn optimize your targeting strategies and increase conversions.
Let us now have a look at the 4 C’s in marketing, one by one:
1. Customer Wants and Needs
The 4 C’s of marketing begin with the consumer wants and needs. It all starts with the customer and their wants and needs. To be able to create a product or service that they will want to buy, you need to understand what they are looking for.
With so many products and services available, it can be tough to stand out in the market. However, success comes from niching down and finding a specific want or need that your customer has. By fulfilling this problem that they have, you’ll build loyalty and Trust–the two foundations of any strong business relationship!
The logic is that creating a product or brand to meet current client needs is a superior technique to create demand than simply making goods or brands and then seeking for or creating demand for it.
A practical strategy is to follow the “Inverted Pyramid” approach, which asserts that a company’s product development should begin with customer needs and work backward toward increasing market share.
According to this concept, planning and production must be organized in a specific order. First, marketers need to utilize market research via industry-specific consumer surveys or website data insights, etc to find out what the brand’s existing or potential consumers want or need.
After you have determined what it is that your customers want or need, the next step is to find a way to provide it to them at an overall cost that is both reasonable for you and them.
You need to be able to cover the costs of your good or service while also making a profit. This can be done by looking at your production costs, marketing expenses, and overheads.
Once you have a clear understanding of all these costs, you can then set a price that will allow you to make a profit while still being competitive in the market.
It’s important to understand that the 4 C’s of marketing are not just about making money. They are also about creating value for your customers. If you can provide them with a good or service that meets their needs at a fair cost, then you will be able to build a strong relationship with them.
In today’s fast-paced world, convenience is key. Customers want products and services that are easy to access and use. This means that you need to have a distribution strategy in place that will allow your customers to easily find and purchase your products or services.
This can be done through brick-and-mortar stores, online retailers, or a combination of both. You need to make sure that your products or services are available where your customers are looking for them.
It’s no secret that people can be lazy. Why go to the store and battle the crowds when you can get what you need with a few clicks of a button, right from your living room couch? That’s why Amazon is so popular- the prices are affordable, and it saves people the hassle of going out.
If the interface is too complicated, many consumers will abandon websites. Convenience, as you may infer, has a wide range of characteristics.
The final C in the 4 C’s of marketing is communication. This is how you will get the word out about your product or service. You need to have a marketing strategy in place that will allow you to reach your target audience and communicate the value of your product or service.
There are a variety of ways to do this, including advertising, public relations, and social media. You need to find the method that best suits your product or service and use it to reach your target market.
In the past, companies would use different marketing techniques to force customers into purchasing their products. However, in today’s society where everything is displayed online for the world to see, this no longer works.
Advertisers must take into consideration what consumers want and need before creating a commercial or running an advertising campaign. Only then will they be successful in achieving their goals.
The best-case scenario for communication in marketing is when it happens both ways. You contact your potential customer, but you also use follow-up methods to see if they’re interested. Something as simple as measuring web traffic or ad responses can give you an idea of how well your campaign is doing.
How to Use the 4 Cs Marketing Model?
Keep in mind that the 4 C’s of marketing are not a step-by-step guide.
They are a framework that you can use to make sure that you are taking all the necessary steps to create a successful marketing strategy.
You need to find the right mix of all 4 C’s to create a campaign that will reach your target market and help you achieve your desired results.
When used correctly, the 4 C’s of marketing can be a powerful tool in your arsenal.
By taking the time to understand and implement them, you will be well on your way to achieving your marketing goals. Some of the ways of applying the 4 Cs of marketing are-
1. Conduct market research to determine what consumers want or need.
2. Find a way to provide the product or service at a reasonable cost.
3. Make sure the product or service is available where customers are looking for it.
4. Use marketing to reach the target audience and communicate the value of the product or service.
5. Measure the results of your marketing campaign and make changes as needed.
The 4 C’s of marketing is a framework that you can use to make sure that your marketing strategy takes all the necessary steps to reach your target market.
By conducting market research, finding a way to provide your product or service at a reasonable cost, making sure it’s available where customers are looking for it, and using marketing to reach your target audience, you can create a successful campaign.
Benefits of 4 Cs Marketing Models
The 4 C’s model is a more consumer-based perspective that focuses on understanding your audience’s needs and how best to satisfy them. In a digital world where customer satisfaction and customer value are paramount, this model provides an online value proposition that is pivotal to your marketing efforts.
These benefits can be summarized as follows –
1. Enhances customer satisfaction by prioritizing their needs and wants.
2. Increases sales by providing value to the customer, which encourages repeat purchases and loyalty.
3. Allows for better marketing allocation by focusing efforts on channels and methods that deliver the most value to the customer.
4. Facilitates customer feedback, which can be utilized to further improve the product or service offering.
5. Boosts the consumer’s shopping experience by integrating technologies such as mobile apps, making the purchasing process more convenient and user-friendly.
4 C’s vs 4 P’s of Marketing Strategies
The 4 C’s of marketing is a newer framework that has been created to better address the needs of consumers in today’s market.
The 4 Ps of marketing campaigns, on the other hand, refer to a more traditional framework that focuses on the needs of the company.
The 4 P’s of marketing (product, price, place, and promotion) is a framework that was created with the sole purpose of helping companies market their products and services. It’s a more company-centric approach that doesn’t take into consideration the needs of the consumer.
The 4 C’s of marketing, on the other hand, is a framework that was created with the consumer in mind. It focuses on the needs of the customer and how to best meet those needs.
Let us understand the difference between every element of both of these marketing mixes on the ground of their significance in the marketing world-
1. Customer vs Product: The 4 Cs of marketing start with the customer and their wants and needs. The 4 P’s of marketing, on the other hand, starts with the product.
2. Cost vs Price: The total cost is how much it costs the company to produce the product or provide the service. Price is how much the customer will pay for the product or service.
3. Convenience vs Place: Convenience is about making it easy for the customer to find and use the product or service. The place is about making sure the product or service is available where the customer is looking for it.
4. Communication vs Promotion: Communication is about creating a two-way dialogue with the customer. Promotion is about one-way communication where the company is promoting its product or service.
All in all 4 Cs is a customer-centric model while 4 Ps are a company-centric model.
4 Cs of Marketing Communications
The 4 C’s of the marketing communications framework, while not as well-known as the original 4 C’s, can still be incredibly useful for marketers whose responsibilities include planning, evaluating, or executing communications. These 4 cs are-
The first C is clarity. To be effective while selling products, your marketing communications must be clear. This means that they should be easy to understand and free of any ambiguity, as customers prefer clear communication.
The second C is credibility. If you want your target audience to take your marketing communications seriously, they must be credible.
The third C is consistency. If you want your marketing communications to achieve their objectives, they must be consistent and channel in a timely manner with the rest of your marketing mix.
The fourth and final C is competitiveness. Your marketing communications will only be effective if they can stand out among the other marketing materials that your target audience is already seeing.
The 4 C’s of marketing communications is a framework that can help you create more effective marketing communications.
By keeping your message clear, credible, consistent, and competitive, you can increase the likelihood that your target audience will pay attention to your message and take action.
By taking into account the 4Cs, organizations can create a marketing mix that will be tailored to their specific needs and the needs of their target consumers. In today’s advertising age, people prefer to shop online and this has made it very important for organizations to focus on their online presence.
From a small business to a big one, 4 cs of marketing play an important role in understanding what consumer needs and how to satisfy them. By using the 4 Cs, businesses can create a marketing strategy that will help them not only reach their target consumers but also retain them as loyal customers.
What are the 4Cs of Marketing?
The 4Cs of marketing are Consumer, Cost, Communication, and Convenience. These form a customer-oriented marketing strategy focusing on satisfying consumer needs and wants.
How do the 4Cs differ from the 4Ps?
While the 4Ps focus on the seller’s view (Product, Price, Place, and Promotion), the 4Cs approach looks from the buyer’s perspective, focusing on Consumer, Cost, Communication, and Convenience.
Why are the 4Cs important in online marketing?
The 4Cs guide businesses in crafting a customer-centric online strategy, taking into account consumer preferences, cost considerations, effective communication, and convenience in the online shopping experience.
How can a business apply the 4Cs to retain customers?
Businesses can use the 4Cs to build customer loyalty by understanding and satisfying customer needs (Consumer), pricing competitively (Cost), effectively communicating their value proposition (Communication), and making their product/services readily accessible (Convenience).
Also read – The 4 Ps of Marketing
Also Read – The 7 Ps of Marketing
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