1. UNIVERSITY OF MYSORE
Topic: “Kotler’s 4 C’s”
Created By,
NAGENDRA KUMAR. S
DOS in LIS
Manasa Gangothri
Mysore
2. 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
3. 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.
4. 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
5. The principle of four C’s of marketing
Consumer
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.
6. Cost is equivalent to Pricing in
Cost
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.
7. Communication
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.
8. ‘Place’ referred to the location of
Convenience
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.
9. All in all, the traditional marketing mix
Conclusion
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.
