UNIVERSITY OF MYSORE

Topic: “Kotler’s 4 C’s”

Created By, NAGENDRA KUMAR. S

DOS in LIS

Manasa Gangothri Mysore

Introduction

The Four Cs model of good business communications provides a framework for businesses that want to increase their customer base and attract repeat customers. The Four Cs model is a reiteration of the Four Ps model, refined to be more customer-centric. The Four Ps include product, price, place and promotion, while the modern version of the Four Cs includes consumer, cost, convenience and communication.

Reference: http://www.ehow.com/list_6778767_4-cs-good-business-communications_.html#ixzz2mRv0TXA2

History

In 1964, Neil H. Borden coined the term "marketing mix," which describes a number of different ingredients that business owners should focus on to improve their business. E. Jerome McCarthy refined these ideas into the Four Ps. Koichi Shimizu originally created the Four Cs in 1973, which include commodity, cost, channel and communication. With the publication of the book "Integrated Marketing Communications" in 1993, Robert F. Lauterborn created a second Four Cs model, which includes consumer, cost, convenience and communication.

The traditional Marketing mix is a 4 P’s model and is business oriented. The 4 C’s model of marketing on the other hand is more consumer oriented. Because of its focus on consumers, the 4 C’s model is mainly used for Niche Marketing. However, just like the traditional marketing mix, it can also be used for mass markets. The four variables in the 4 C’s model are

Consumer Cost Convenience Communication

The principle of four C’s of marketing states that your customer should be your primary focus. Unlike the traditional marketing mix where the primary focus is on Products, in the 4 C’s model, the primary focus is on the customer. Thus the companies which follow this model believe in making products which satisfy their customers. They are generally ready to offer customizable products and because they have a general set of target customers, this principle is only applicable for smaller market segments and not for mass markets. For mass markets, the traditional marketing mix can be used.

Consumer 

Cost is equivalent to Pricing in the traditional marketing mix. Cost is a very important consideration during consumer decision making and hence in the 4 C’s principle, the cost variable is given special attention. The 4 C’s model generally plans on the basis of

Customers and not products.

Cost 

The fourth P is promotion, which was replaced by communication. Promoting a product via traditional media channels is still a pathway to business success, but communicating with customers to discover how to improve service is essential. Businesses make sure to learn from their customers, an experience that provides an increased opportunity for branding and repeat business.

Communication 

‘Place’ referred to the location of where something would be sold, ‘Convenience for the customer’ refers to how easy it is to find information and purchase. With e-commerce available, catalog sales, delivery services, some businesses (like amazon.com) barely need a store or ‘place’ at all. Therefore, convenience becomes the distribution channel.

Convenience  

All in all, the traditional marketing mix model helps a company define its strategy more efficiently. However, the 4 C’s model, although not much different, really helps if you are a customer oriented firm.

Conclusion

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• http://www.ehow.com/list_6778767_4-cs-good-business-communications_.html#ixzz2mRvaQfEp

• http://www.ehow.com/list_6778767_4-cs-good-business-communications_.html#ixzz2mRv0TXA2

REFERENCE

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