If you've ever done marketing strategy, you've probably heard of the famous "4Ps of marketing" or price, product, promotion and placement. But as our understanding of marketing evolves, new theoretical models are emerging. The time has come for the 4Cs of marketing. Please note that you can contact us for your business strategy.

From the 4PS to the 4CS of Marketing

The classic "4 P's of marketing" model explains four key factors that influence product marketing and sales. While they can be very useful from a sales point of view, they do not reflect the reality of everything that happens in marketing, as they focus on the company that produces the products.

The 4Cs are a paradigm shift because they put the consumer at the centre. This fits much better in today's marketing ecosystem, where customer needs are paramount and consumers have great decision-making power.

What are the 4CS of marketing?

1. Consumer

First and foremost is the consumer, the person who will actually use the company's products or services.

Instead of focusing on the product itself, a company should identify what the consumer's needs and wants are and design solutions for them.

The first step in moving towards this understanding of the consumer is to develop a buyer persona, i.e. a semi-fictional representation of the brand's ideal customer with a focus on their needs and pain points.

2. Communication

In the 4Ps model, 'promotion' of products and services is a key focus, but this approach is too limiting in today's marketing environment as digital media facilitate continuous interaction with the customer and this should not be exclusively promotional.

The 4Cs of marketing therefore focus on communication, which includes all interactions between consumers and brands. The focus is no longer on convincing the public about the virtues of a product, but on providing value to potential customers.

3. Cost

While the 4Ps model focused on price, the "4Cs of marketing" model extends this concept to cost.

The price the customer pays for a product is only a small part of the real cost. We need to think about what it takes the customer to get the product, for example, the time it takes to get to the place where it is sold (if that is a factor).

We must also consider what the benefits of the product are for the customer and whether or not these can offset the total costs.

4. Comfort

The last of the 4Cs of marketing focuses on the consumer shopping experience. It aims to make it as easy as possible for people to buy products and services.

Therefore, we not only have to think about the locations where products or services will be distributed, but also about things like online shopping or ease of installation. The aim is to reduce friction and make the whole experience as convenient as possible.