It is probably the basis of any marketing strategy: the rule of the 4 C’s , a winning cocktail that mixes consumer, communication, cost and convenience . What exactly does this formula consist of and how does it apply to all types of promotional and communication campaigns ? Below, everything about those four C’s , the equation for success.
Marketing is an area that has been around for decades. Although since the arrival of the Internet and the emergence of social networks, it has gained importance and companies are more aware of the importance of implementing properly planned strategies, we are not dealing with a new discipline. What is new is its foundations, those fundamentals on which the marketing and communication actions of brands must be based.
Until a few years ago, reference was always made to the mix of the 4 Ps - product, price, place and promotion - but for some time now this has given way to the rule of the 4 Cs of marketing ... And what does it consist of exactly? Come in and read on.
What are the 4 C's of marketing?: Origin and evolution
The 4 C's of marketing is an analysis that is carried romania whatsapp data out to assess the desires and needs of users, whether current or potential, and what can be offered to reach them. This equation is made up of four variables: consumer, communication, cost and convenience. Each of these will be discussed in detail below.
How to use this tool? Several milestones to take into account to better understand the 4 C's of marketing :
In 1990, Robert F. Lauterborn proposed them as an alternative to the previously imposed model of the 4 Ps .
The 4 P equation in marketing has its basis in 1960, when Jerome McCarthy proposed combining the following variables: product, price, promotion and advertising.
There are other variants but today the foundations of the 4 C's mix are fully implemented.
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What are the 4 C's of Marketing?
The 4 C's of marketing are as follows:
Consumer
The public, the recipient of products/services, must always be at the centre of any strategy. In the case of the 4 C's of marketing, it is essential to take a close look at the current or future user. What do they need? What do they like? What is their socio-economic situation?
Cost
How much will it cost the consumer to satisfy their desires and needs? In this aspect, it is necessary to evaluate details such as what the competition could offer and aspects related to the situation and the economic budget of the audience that the brand is targeting, in order to really understand how much they could spend.
Convenience
Efforts that the user has to make to satisfy his tastes and demands. If he has to go to a physical store or can buy online, the opening hours of the shops or places where a certain service is provided... This point is focused on what the public is willing to do for something.