The 4Cs of Marketing

What is the 4Cs Marketing Model?

If you have never heard of the 4Cs, familiarizing yourself with them may be a good idea. The 4Cs model of marketing mix has replaced the old 4Ps, and the emphasis has shifted from the producers to the consumers. In many ways, the 4Cs are a better blueprint for smaller businesses.

In the 90s, Bob Lauterborn published an article in Advertising Age magazine that proposed a new marketing formula – the four Cs. The concepts focus on the wants and needs of the consumer, cost of satisfying those wants, and the convenience of buying the product. The four Cs are often referred to as the marketing mix. This framework has evolved significantly over the years. In the first edition of his book, Lauterborn’s 4Cs were a departure from McCarthy’s four Ps and emphasized the importance of consumer focus and convenience.

Related article: Learn about the 7 P’s of marketing

1. Consumer

The goal of marketing is to meet consumer needs and wants. It can be done through advertising, sales promotions, or product development. Marketers can use research to understand what people want and need. It is important because it helps businesses meet consumer needs and wants and create a good relationship with customers.

To use the 4C model of marketing mix effectively, you should define your target audience. This will help you segment your marketing strategy and determine your target audience. Next, you should develop a positioning statement. A positioning statement or an online value proposition is a great way to convey these elements. After identifying your target audience, use the 4C model to develop a clear positioning statement. You should also use the 4Cs when you build content for your website.

Also read: Important concepts in MBA marketing 

2. Cost

Cost is an essential C in marketing because it can affect your return on investment. For example, if you invest in a product that costs 100 rupees to produce it but sells for only 50 rupees when it’s launched, you’ve lost 50 rupees. So, the cost is important to consider when making investment decisions.

Another way cost affects your ROI is by influencing the target audience. It means that if you launch a product aimed at young people interested in fashion, you may make more sales than if you projected the same product to adults who like sports. So, cost plays an important role when designing your marketing strategy and identifying your ideal target audience.

Finally, cost is also important when deciding how much money to spend on advertising or what discount rate to use for financing.

3. Convenience

Convenience refers to the consumer’s shopping experience. It is something that everyone needs, maybe not all the time, but more often than not. It makes life easier, and it’s one of the things that people look for when they want to make a purchase.

You should know if a consumer wants to shop online or at stores. If a consumer prefers to shop at a store, your store location should be easily accessible. Convenience is important in marketing because it helps people decide whether or not to buy a product or service. It makes their lives easier and makes them more likely to buy from a company that understands their needs.

4. Communication

Communication is conveying information and ideas from one person or group to another. Communication can take place through written, spoken, and visual channels. With proper communication, you can convey your message effectively, and the right people hear it.

In marketing, communication is about sharing information about your company and products with potential customers. This can be done through traditional advertising, social media campaigns, and word-of-mouth. A strong understanding of both the technical and non-technical aspects of communication will help you effectively reach out to your target audience.

Example: Myntra – The Fashion Powerhouse

1. Customer

Myntra not only sells apparel to the customer but has created a fashion ecosystem keeping its customer at the epicentre. It creates fashion experiences based on trends, personal style preferences, and seasons. The tone of the brand focussing on bringing relevance and identity.

2. Cost

Myntra goes beyond offering discounts to its customers – it provides options of affordability, post-purchase guarantee on return and exchange, and VIP tickets for added discounts that do not go unnoticed. To the Indian consumers, cost is not only about the price but also an emotional value of added worth. For example, Fashion forward under 999.

3. Convenience

Through optimised shopping journey via an app, Myntra has revolutionised the quick buy in apparel industry. From express delivery where apparel arrive in less than 24 hours to 30-min quick delivery, a single-tap provides a zero-friction shopping to its audience.

4. Communication

Communication of Myntra is immersive, lifestyle-based, and omnichannel. It doesn’t promote but talks with the audience through collaboration and timing.

• Push notifications and targeted emails based on user behaviour, wish-list, and abandoned cart.
• Influencer marketing strategies through relevant stars of the industry and Instagram influencers.
• Event-based marketing like ‘end of season sale’ to create buzz.

Benefits of 4C Model of Marketing Mix

The 4Cs, or the four pillars of the marketing mix, are a modern twist on the traditional 4 Ps. These principles focus on customer value, convenience, communication, and cost-efficiency. As a result, marketing campaigns must be designed around customer value.

• The 4C model of marketing helps businesses of all sizes compete with each other. By understanding the needs of your target audience, you can offer better products and services tailored to their needs. As a result, your sales will skyrocket.
• By incorporating the 4Cs model into your marketing communications, you’ll be more likely to receive good customer feedback and improve your brand’s image and reputation. You’ll be able to measure individual communications against brand policies and guidelines and devise slogans based on your results. Aim to create a clear brand image by following these four principles. You’ll be amazed at the difference it makes.
• It encourages creativity and collaboration. Creative thinking, the building block of the modern world, is integral to many skills, including originality, mental flexibility, and communication. The 4Cs model is not only fun, but it also fosters healthy emotional development. 
• In the marketing mix, the 4Ps traditionally have a place, but modern consumers demand that retailers cater to their needs. With increasingly busy lifestyles and lack of time, retailers are under pressure to cater to these demands. In addition to the 4Ps, they must consider their customers’ perspectives. 
• The 4Cs approach focuses on customers and a direct line of communication between the customer and brand. Ultimately, it makes it possible to create a brand that is a customer’s first choice.

Brush up your Marketing Skills with an Online MBA in Marketing

Online MBA programs are offered by many colleges and universities around the world. They are designed for students who want to advance their careers by gaining more specialized knowledge and skills. Students who complete an online MBA program can use their new skills to work in various industries, including business, marketing, finance, IT, or other fields. Online MBA programs typically offer courses focusing on business aspects, such as marketing strategy or finance. Students may also choose to specialize in one topic, such as marketing analytics or digital marketing. 

Online MBA courses offer flexibility that can’t be found in traditional classroom settings. While classes may be scheduled according to your convenience, you can efficiently work around your daily responsibilities. An online MBA is an excellent option if you have the motivation and dedication to succeed.

One of the most popular platforms for online MBA programs is Online Manipal, the online platform of Manipal. Manipal University Jaipur is a NAAC A+ accredited institution that offers UGC-entitled MBA programs in various specializations. Students can choose a specific program focus based on their professional goals. Online Manipal provides affordable access to top-notch e-learning material including Coursera courses. The programs are designed to equip students with the skills and knowledge they need to succeed in their prospective careers. You can take advantage of its proven record of success by earning a fully accredited degree.

If you would like to pursue two specializations, you can enrol in online MBA with dual specialization from Sikkim Manipal University. Learners can choose from Finance, HR, Systems, and Operations & Supply Chain Management along with the mandatory Marketing specialization. Get ready to become expert in two management fields with this MBA program.

Other helpful articles:

Why choose an MBA in Marketing?

Guide to get a job in marketing sector

Conclusion

A marketing mix is a tool for promoting the products and services of a business and should be used by all companies that wish to be successful in the market. To be effective, it has to be implemented and managed to generate the maximum possible return on marketing investment. 

The 4C model cannot be applied to every type of business and market. However, it is vital to understand the model’s limitations when trying to use it for your business. By understanding these limitations, you can make more informed decisions on how best to implement the 4C model of marketing mix in your business and market.

Frequently Asked Questions

1. Who developed 4Cs of marketing?

The 4C marketing concept was developed by Robert F. Lauterborn in 1990 in response to the needs of modern customers and the limitations of the 4Ps model.

2. How to use the 4Cs of marketing in business?

• Perform thorough market research on customer and collect feedback.
• Consider the total cost invested by the customer in terms of time, effort, and emotions.
• Make the purchase cycle seamless and convenient.
• Focus on omnichannel communication.

3. What is the difference between 4Cs and 4Ps of marketing?

The 4Ps focusses on business: Product, Price, Place, and Promotion whereas the 4Cs is more customer-centric: Customer needs, Cost (including price, time, and efforts), Convenience, and Communication through which customer is reached out to.

4. Does 4Cs of marketing mix help small businesses?

Yes, the 4Cs model is an evolved form of 4Ps focused on customer needs rather than business solely. It encourages in organic engagement and value-driven strategic decisions.