4 c's marketing mix

Instead he suggested a 4C model which gives a more customer-centric take on the traditional marketing mix mapping to the 4Ps of the Marketing Mix like so: ‘Consumer wants and needs’ moves the focus from ‘product’ and being product-led, with companies making things customers didn’t want. These aspects are all weighed and integrated into the marketing mix, but it is often useful to plan the Cs before the Ps(Kotler p.53). Change ), You are commenting using your Facebook account. Perhaps that’s the key, as the cost to satisfy, for a brand like Apple, has to be higher than the competitors, to contribute towards the brand’s DNA as a premium brand. This is interesting if you consider commodity goods, such as non-brand purchases from supermarkets, where supermarket buyers are forcing down the price they pay with their suppliers. How To Define Marketing Mix: The “4 Cs” Customer Perspective. Marketing Mix — The 4 Ps and 4 Cs. These are the factors a company must consider in order to market their product properly and meet value expectations of customers while maximizing profits for the company. Need a plan to create a winning marketing strategy, fast? Marketing Mix 4Cs Cost. Change ), Use Appropriate Terminology to Communicate With Marketing Specialists and Others About Marketing Concepts, Understand more clearly how marketing affects you as a consumer and how you influence marketing practices, Identify and interpret changes in the environment which affect marketing activities, Understand the costs and benefits of marketing on society and on those involved in the marketing process, Understand how marketing interacts with and is interdependent with other functional areas within a company, Describe the role and contribution that marketing plays in organizations and society, Develop a good understanding of current marketing concepts, strategies and techniques, Understand how marketing decisions are made, Know how organizations search for new marketing opportunities and select target markets, Explain how the marketing mix elements are blended into a cohesive marketing program, Develop an understanding of the ethical and global issues facing people working in the marketing function. Added to this, the development of disintermediation – giving shoppers the chance to remove the middle man and buy direct, as well as re-intermediation – the 'middle men' re-inventing themselves online, as Expedia has done (aggregating holiday offers in one place) or Skyscanner (all your flights for specific dates in one place) or the UK insurance broker ‘Compare the Market’ (bringing many car insurance policies to one screen, making it easier to compare). Creating a strong marketing plan means integrating several key factors, called the Four Ps and Cs(kotler p.51-52). For example, when you are going to purchase a house they hardly ever stick to the suggested retail price. The Four Cs are the customer solutions your product offers, as well as its cost, convenience and, finally its quality of communication with customers. Annmarie is the MD of Evonomie and author of Quick Win Marketing, and co-author of Quick Win Digital Marketing. Generate results with our brand-new marketing tools. His view of communication was that it should be about dialogue, a two-way conversation, between company and customer - an approached that has evolved as digital marketing has grown. This became very evident to me during my group’s marketing plan, in which we decided what customer values to fulfill before we decided how to integrate the Four Ps into our marketing mix(Dimitriou 2013). Turbocharge your results with this toolkit containing 7 resources. Lauterborn viewed ‘promotion’ as manipulative and described it as a one-way system with communications pushed from company to consumer. The 4Cs also reminds us of the need to link the 4Ps to specific audience types through different market segment options to target. Planning models can be useful ways to structure your thinking when creating marketing plans. Applying this in a digital sense, we can see customers creating communications through User Generated Content, so perhaps Lauterborn’s comments were an early insight into the changing nature of customer communication. So sign up today to download. Each of the marketing mix elements relates to something that the firm needs to do to be successful in the marketplace. The Marketing Campaign Planning toolkit contains: Start your Digital Marketing Plan today with our Free membership. She runs social media workshops in the UK and Ireland and shares marketing tips and news in her blog, B2B Marketing. The place a product occupies is the location or the ways in which a company chooses to make its products available to customers. What to watch for. Bref, le mix marketing est devenu obèse, et on est arrivé sans difficultés à 12 P… Mais même avec ces 12P, le mix marketing a montré ses limites… En effet dans notre environnement économique actuel, cette notion de mix marketing est devenu trop orienté « Produit », et pas assez orientée client (customer centric). The third ‘C’ is ‘Convenience to buy’ and admittedly, the ‘P’ for ‘Place’ always felt tenuous as it’s really about access to the product and the letter ‘P’ worked in the alliterative set! One of the most important parts of the Four Cs is “customer solutions” which can be summed up as the perceived value or importance the product could have in the customers life. Customer cost not only considers the cost to buy a product but the cost of operating and disposing of the product as well(Kotler p.53). Convenience to buy is an interesting concept as we live in a 24/7 always-on world. As with many aspects of traditional business, today's market demands an adjustment to see things from your customer's perspective.. Price is a challenging thing to determine for a company because it must discover what price their product is able to demand from customers and still remain profitable. In 1990 Bob Lauterborn wrote an article in Advertising Age saying how the “4Ps were dead” (an early example of clickbait?) ( Log Out /  Explore our Marketing Campaign Planning Toolkit . Create a free website or blog at WordPress.com. Creating a strong marketing plan means integrating several key factors, called the Four Ps and Cs(kotler p.51-52). Access the Digital marketing models guide. Some organisations will aim their product at more than one target audience as this enables them to charge more than one price for their product. The goal of the new ‘four Cs’ is to fit the general shift away from mass marketing — in which marketers treated consumers like a largely featureless mass — and towards niche marketing, which often appears closer to a one-on-one conversation. This new guide, published in 2016 lists 10 models that can be used by marketing professionals and students for digital audits, planning and strategy. Examples of applying the Pareto principle to marketing The 80:20 rule, equally well known as the Pareto principle, is widely used and abused in business, but how does it apply to marketing and digital marketing? This image that I created  illustrates how the Four Cs segway into the Four Ps. Introducing Lauterborn's 4Cs - a variant on the 4Ps. ( Log Out /  Essential . Change ), You are commenting using your Twitter account. Download free, Basic member resource – Digital Marketing Models Guide. How to use the 4 C’s of the marketing mix. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. The second ‘C’ is ‘Cost to satisfy’, designed to replace ‘price’, as Lauterborn stated this was irrelevant as so many other factors were involved. The concept of shopping from. I can relate this to my personal life as I will sometimes buy things on Amazon.com that I am not in a rush to get instead of going to a local store just because I want to save myself the hassle. Juggling The Four Ps and Cs. This is likely to be a contributory reason why horse meat was introduced into ready meals – suppliers having to provide a ‘cost to satisfy’ buyers. He didn’t address the 7Ps which include the service elements of the Marketing Mix model. Create a free website or blog at WordPress.com. Change ), You are commenting using your Google account. At Target, where I work, prices can change on a store-wide basis every week in order to make sure prices are in line with what customers will be willing to pay. The 4 Ps are: Product Price Place Promotion Product means the goods and services combination that the company offers to the target market. That price is managed by the brand, to ensure discounting does not take place. To get the benefits of the 4Cs model you will need to apply it to your business. The 4 Ps are too product-oriented and have adopted the 4 Cs marketing mix. They can bring clarity to opaque problems and help you build and effective plan. This is fro ma customers point of view. ( Log Out /  The Marketing Mix is what consists of the 4 Ps and the 4 Cs. Today trolley or cart abandonment is more likely to take place in the online world. And this included supermarkets – imagine the scene – you arrive at the supermarket at 12.45pm and at 1pm you haven’t completed your transaction, so you literally abandon your shopping trolley, in the store! The Four Cs are comprised of the following: customer solution, customer cost, convenience, and communication. Because of this we, are outlining 10 of the most effective digital marketing models to help you plan, manage and optimise your marketing. Next up, it's one you may not of heard of, but is related to a model you will have heard of. Another huge factor for customers is convenience which can be seen in most markets today ie. These key parts of the marketing mix are subdivided into two categories with the Ps representing the products being marketed and the Cs represent the values that customers desire in products. To define Marketing Mix in terms of the traditional “4 Ps” of Marketing is a fall back to the old days of marketing. Once the product meets consumer needs the firm must ensure its selling price is affordable for the target audience otherwise the target audience are unlikely to buy your product. Our Digital marketing models guide goes into great detail on how to apply the 4Cs, and it's free to all members. For a company like Target their place has always been their retail locations but lately Target has been expanding their place to reach almost every home in America with Target.com’s delivery service. Planning models can be useful ways to structure your thinking when creating marketing plans. ( Log Out /  and “today’s marketer needed to address the real issues”. The Four Cs are what a marketing plan should try to incorporate into their plans for the Four Ps, as a well placed or promoted product will fail if it does not fulfill these customer values. The Four Ps are the following: product, price, promotion, and place. The look and feel of Apple products is an essential part of its marketing mix, yet the 4Cs doesn’t address this fully. The advent of wearables takes the concept of buying ‘any place, anytime, anyhow’ to another level. A store like Amazon.com has great communication with 24/7 live chat help while a store like Wal-Mart will usually have a minimal amount of people on the sales-floor to help customers(Amazon 2013). Place becomes Convenience, Price becomes Cost to the user, Promotion becomes Communication, and Product becomes Customer needs and wants. Change ), Marketing Concepts, Strategies, and Techniques. For example, Apple has factories located around the world that build their computers and phone then those factories ship them to their retail stores. ( Log Out /  You can follow Annmarie on Twitter or connect on LinkedIn. These key parts of the marketing mix are subdivided into two categories with the Ps representing the products being marketed and the Cs represent the values that customers desire in products. Place includes company activities that make the product available to target consumers. Change ), You are commenting using your Facebook account. They mark it high because they will negotiate the price. For example, lets say if you were trying to choose a couch you would have plenty of different… Price is the amount of money customer must pay to purchase the product. Annmarie Hanlon is the Smart Insights expert commentator on online and offline marketing strategies for business. Promotion is how a company chooses to communicate how their product will fulfill the Four Cs;  rebates, sales-frequency reward programs, or low starting interest are examples of promotions a company could employ to entice customers to purchase their product. ( Log Out /  The final ‘C’ in Lauterborn’s 4Cs collection is communication. The New Marketing Mix. Marketing models . The challenge for me with this is the perception of the terms ‘cost to satisfy’ with a company like Apple. The most common use of the 4 C’s is as a set of criteria for planning and evaluating marketing campaigns. By Annmarie Hanlon 15 Mar, 2016. The Marketing Mix is what consists of the 4 Ps and the 4 Cs. Although it’s not that long ago (perhaps 15 years) that I remember working in Italy and the shops closed during lunch hours too. The Four Ps are what determine how a marketing mix will attempt to create a product that fulfills the Four Cs to the most customers possible. For example, lets say if you were trying to choose a couch you would have plenty of different options such as; leather, clothe, recliner, heated seat, and color. stores such as 7-11 which offer a wide selection of goods all in one store but charges higher prices. Digital Marketing model: Lauterborn’s 4 Cs. Promotion refers to activities that communicate the merits of the product and persuade target customers to buy it. The concept of shopping from 9am to 5pm, has gone. Get started today using a tried and tested step-by-step process, Explore our Marketing Campaign Planning Toolkit, Digital Marketing Strategy and Planning Toolkit, Digital Experience Management (Desktop/mobile website), Smart Insights (Marketing Intelligence) Ltd. Marketers who use the 4 C’s can check and optimise their strategy for a product or campaign against each C to ensure they’ve covered all the bases. For example companies promote their product to get it recognized. Product means the goods and services combination that the company offers to the target market. Change ), You are commenting using your Twitter account. ( Log Out /  They can bring clarity to opaque problems and help you build and effective plan. An example of this is Nokia, making lots of products, but failing to satisfy changing consumer needs and wants. The traditional 4P’s marketing mix was developed from the point of view of the organization. The final part of the Four Cs is the quality of communication with customers. In this post I review some ….. Tool for structuring thinking about one of the crucial 4Ps of marketing: The Promotion Pyramid The Promotion Pyramid is a strategic marketing model digital marketers use to plan marketing activity in relation to the breadth of audience targeted and the ….. How to use the power of the 70:20:10 rule as a marketing model to prioritize your digital marketing strategy With new marketing tools and techniques available to us almost daily, it can be difficult to know where to prioritize your ….. © Smart Insights (Marketing Intelligence) Ltd, Use of this website constitutes acceptance of the Smart Insights Terms and Privacy Policy including cookie-use. This is perhaps a less complex model to use and works well with smaller organisations. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Change ), You are commenting using your Google account. The ‘cost to satisfy’ sounds more like a lower price offer and Apple products are premium-priced. ( Log Out / 

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