4C marketing strategies you should know

Brand planning 4C marketing strategy you should know

The 20th century, the law of marketing 4P (Product, Price, Channel Place, Promotion) swept the market for more than 30 years. In the 1990s, the market is rich in products, the rise of consumer personalization, media communication is gradually divided, the traditional 4P face challenges.

In a market where the consumer is king, it is important to get rid of the low-level thinking of selling products and to achieve a connection with the consumer at the level of thought in order to remain undefeated in the competition.

So a marketing 4C strategy centered on consumer thinking emerged, which is an upgraded version of marketing 4P.

I. Consumer (Customer)

4C shifted from product-oriented to consumer demand-oriented, emphasizing that companies must first understand and study consumers. An important reason for the success of a product in the Internet era is user thinking, which provides products according to the needs of consumers and involves them in the products.

Enterprises provide not only products and services, but more importantly, the resulting customer value, 4C more emphasis on consumer customer value.

Second, the cost (Cost)

The 4P theory is to set the market pricing of the product of the localism, while the 4C theory is not only concerned about the cost of production, but also concerned about the cost of consumer purchases.

This view of the consumer's "cost" includes not only the consumer's monetary outlay, but also the consumer's time, physical and mental effort, as well as the risk of purchase.

Ideally, a product should be priced so that it meets the customer's psychological price and allows the company to make a profit.

Three, convenience (Convenience)

Channel is the sales channel of the enterprise, but also one of the keys to 4P marketing. 4C theory from the consumer perspective, the channel is changed to convenience.

The 4C theory recognizes that the convenience a company provides to consumers is more important than the channel itself.

By creating a full range of convenient services for consumers, it shortens the physical and psychological distance between the customer and the product, and improves the probability of the product being chosen.

Coca-Cola, Wanglaoji, etc. that can be bought at hand is the application of this strategy, based on the rapid circulation of the product, to achieve the convenience of consumers to buy.

Fourth, communication (Communication)

4C theory suggests that brand marketing should be adapted to the emotions of consumers in a positive way, to establish a new relationship based on *** with the interests of the above. It should focus on strengthening two-way communication, so that consumers can fully receive information and memory in the interactive process, to realize the real marketability, and cultivate brand loyalty.