Description
A 4 Cs classification to address the growing focus of marketing strategist on the consumer. While the 4 Ps framework for defining the marketing mix has been popular for decades, the four Cs have gained in terms of importance, considerably in recent times.
4 Cs of Marketing – The Marketing Mix
inShare11
R.F. Lauterborn (1993) proposed a 4 Cs classification to address the growing focus of marketing
strategist on the consumer. While the 4 Ps framework for defining the marketing mix has been
popular for decades, the four Cs have gained in terms of importance, considerably in recent
times.
The 4 Cs consists of CONSUMER, COST, CONVENI ENCE andCOMMUNI CATI ON.
The roots of the 4 Cs of marketing can be traced back to the classical 4 Ps marketing mix.
However, with the onset of database marketing, the focus has shifted in marketing from a
consumer transactional view-point to a consumer relationship viewpoint (and very
recentlyconsumer engagement). However, the basic focal strategic issues remain unchanged at
its very core.
The details which a manager designing a marketing mix using the four Cs needs to focus on are
as follows:
? Clients / Consumer (customer) is the king. No longer can products be developed and pushed
to the consumer in the hope of conversion of a purchase decision. Gone are those days when
consumers had to buy products to satisfy needs for a simple lack of substitute. The market is
over saturated with great products. Consumer behavior needs to be studied thoroughly from
the product development phase itself. The attributes of any product should be almost built-to-
order in current times, and substantial inputs should be taken from primary market research.
? Pricing is crucial. The pricing strategies undertaken by any product development company
should keep the perceived value of the product, to the consumer, in mind while deciding a
pricing strategy. Effort should be made to estimate a customer’s tradeoffs among multiple
attributes in a product so as to arrive at the perceived total value while pricing a multi-
attribute product.
? Convenience of the service delivery or product purchase location is crucial. The place
utility often is a differentiating factor in the success stories of many a promising product. It
becomes extremely important especially if the product purchase is a low engagement decision
making process, like that of purchase of day-to-day products.
? Communication is crucial. As opposed to the initial focus of brand promotion,
communication of the brand personally so as create a brand awareness and brand cognition is
extremely crucial for a sustainable pull strategy. Every brand is perceived to have a
personality. Communicating the same using proper communication channels becomes crucial
for the success of any marketing campaign.
While the focus of designing a marketing mix has shifted from the 4 Ps to the 4 Cs, it is
extremely crucial to understand that the underlying core remains the same. The major shift has
been due to a paradigm change of focus from the product or service design to understanding the
customer. This is where a 4 Cs strategy scores over the 4 Ps or 7 Ps strategy.
doc_162753426.docx
A 4 Cs classification to address the growing focus of marketing strategist on the consumer. While the 4 Ps framework for defining the marketing mix has been popular for decades, the four Cs have gained in terms of importance, considerably in recent times.
4 Cs of Marketing – The Marketing Mix
inShare11
R.F. Lauterborn (1993) proposed a 4 Cs classification to address the growing focus of marketing
strategist on the consumer. While the 4 Ps framework for defining the marketing mix has been
popular for decades, the four Cs have gained in terms of importance, considerably in recent
times.
The 4 Cs consists of CONSUMER, COST, CONVENI ENCE andCOMMUNI CATI ON.
The roots of the 4 Cs of marketing can be traced back to the classical 4 Ps marketing mix.
However, with the onset of database marketing, the focus has shifted in marketing from a
consumer transactional view-point to a consumer relationship viewpoint (and very
recentlyconsumer engagement). However, the basic focal strategic issues remain unchanged at
its very core.
The details which a manager designing a marketing mix using the four Cs needs to focus on are
as follows:
? Clients / Consumer (customer) is the king. No longer can products be developed and pushed
to the consumer in the hope of conversion of a purchase decision. Gone are those days when
consumers had to buy products to satisfy needs for a simple lack of substitute. The market is
over saturated with great products. Consumer behavior needs to be studied thoroughly from
the product development phase itself. The attributes of any product should be almost built-to-
order in current times, and substantial inputs should be taken from primary market research.
? Pricing is crucial. The pricing strategies undertaken by any product development company
should keep the perceived value of the product, to the consumer, in mind while deciding a
pricing strategy. Effort should be made to estimate a customer’s tradeoffs among multiple
attributes in a product so as to arrive at the perceived total value while pricing a multi-
attribute product.
? Convenience of the service delivery or product purchase location is crucial. The place
utility often is a differentiating factor in the success stories of many a promising product. It
becomes extremely important especially if the product purchase is a low engagement decision
making process, like that of purchase of day-to-day products.
? Communication is crucial. As opposed to the initial focus of brand promotion,
communication of the brand personally so as create a brand awareness and brand cognition is
extremely crucial for a sustainable pull strategy. Every brand is perceived to have a
personality. Communicating the same using proper communication channels becomes crucial
for the success of any marketing campaign.
While the focus of designing a marketing mix has shifted from the 4 Ps to the 4 Cs, it is
extremely crucial to understand that the underlying core remains the same. The major shift has
been due to a paradigm change of focus from the product or service design to understanding the
customer. This is where a 4 Cs strategy scores over the 4 Ps or 7 Ps strategy.
doc_162753426.docx