According to a report by Statista, India’s e-commerce market is expected to reach $120 billion by 2026, driven by the rise in internet users, now exceeding 900 million. This surge in online activity highlights the importance of “Convenience to Buy”, one of the 4C’s of 4C’s model in marketing, as consumers increasingly demand seamless, digital shopping experiences across multiple channels. No doubt, the 4C marketing model has become increasingly relevant in India's rapidly evolving business landscape, where customer-centric strategies are essential for success.
Join us to understand all about the 4C marketing model and what are its benefits in today’s digital era. We will also acquaint you with which course can help you master the art of 4C marketing.
What is 4C in Marketing?
Robert F. Lauterborn introduced the 4 C Model Marketing in 1990. Unlike the 4Ps, which were focused on what the company wanted to sell, the 4Cs place the customer at the heart of the marketing process. The 4C’s - Customer Wants and Needs, Cost to Satisfy, Convenience to Buy, and Communication all together in the right way can emphasize the importance of satisfying the customer rather than pushing the products. Once the customer is satisfied, your business will grow and succeed automatically. Businesses that adopt the 4C’s framework are better positioned to build lasting relationships with their customers by creating value and delivering solutions that align with customer needs.
Understanding the 4C’s in Marketing
We just revealed what the 4C’s in marketing stand for, now it is time to elaborate on them one by one to understand how this model actually works:
1. Customer Wants and Needs: The first C in the 4C model of marketing stands for what customer wants and needs instead of the traditional “Product” from the 4P model. This is a significant change that reveals the latest marketing philosophy, that instead of focusing on what a company can produce, the focus should be on what the consumer actually wants.
Listed below are ways to know what customer wants and needs:
- Social media interactions
- Market research
- Competitive analysis
2. Cost to Satisfy: The second C in 4C’s marketing stands for “Cost to Satisfy”, which is again a replacement for the traditional concept of “Price” in the 4P’s model of marketing. Price refers to what a customer has to pay to purchase something, and the cost for them is a broader term which means cost in terms of not just money, but time, effort, and emotional investment too.
Listed below are ways of fixing a cost to satisfy the customer:
- Easy-to-use payment service
- Bundle discount offers
- Quick customer support
3. Convenience to Buy: The third C refers to the “Convenience to Buy”, which is again a replacement of the “Place” in the 4P model. Customer in the digital era uses various online platforms to shop for convenience. Moreover, convenience here can also extend to how customers interact with a brand during the buying process and the ease of browsing products, personalized online shopping experience, and spontaneous customer service.
Listed below are ways of enhancing convenience for customers in this 4C model:
- User-friendly websites
- Flexible payment methods
- Omnichannel presence
4. Communication: The last C in the 4C marketing model stands for “Communication”, which replaces the traditional “Promotion” of the 4P marketing model. Earlier, companies used to advertise their products through TV channels, print media, and radio. Now, due to the rise of digital media, communication has become a two-way street, where brands can easily engage and communicate with their customers through social media, emails, and other customer service channels.
Listed below are some effective communication strategies used in this model:
- Personalized messaging
- Social media engagement
- Consistent brand messaging
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What are the Benefits of Using the 4C Marketing Model?
The 4 C’s Model in marketing offers several key advantages for businesses in today's customer-driven landscape, enhancing the way they connect with and serve their audience:
1. Customer-Centric Focus: The prime benefit of using the 4C marketing model is shifting the focus on what customers want. This helps create products and services that truly address the demands of the customers.
2. Holistic Cost Understanding: Secondly, by considering the total cost to satisfy, businesses can build deeper loyalty by minimizing the time, effort, and emotional investment required from customers.
3. Enhanced Customer Experience: Offering the customer the convenience of buying, the 4C model helps businesses streamline the shopping process, providing multiple platforms, and user-friendly interactions that increase overall customer satisfaction.
4. Stronger Brand Relationships: The communication component in 4C marketing fosters two-way engagement allowing brands to build stronger and more personalized relationships with their customers through online platforms such as social media.
5. Adaptability in Digital Marketing: The 4C's model is flexible and well-suited for digital marketing strategies, helping brands align with the behaviors of tech-savvy consumers by emphasizing personalization, convenience, and active engagement.
Pursue an Online MBA to Master 4C Marketing Strategies
Understanding and applying the 4C’s model is critical for marketing professionals in today’s business environment. However, mastering these concepts requires more than just theoretical knowledge; it demands a deep understanding of modern marketing strategies, consumer psychology, and business dynamics. This is where pursuing an online MBA from a reputable institution like Amity Online University can provide you with the edge you need to excel.
Conclusion
With its focus on Customer Wants and Needs, Cost to Satisfy, Convenience to Buy, and Communication, the 4 C’s marketing model empowers businesses to align their strategies with customer expectations, build stronger relationships, and drive sustainable growth. To fully grasp and implement the 4C’s effectively, pursuing an online MBA from Amity Online University provides the perfect platform. Amity's comprehensive MBA curriculum delves deep into modern marketing approaches, ensuring you gain the skills and knowledge to apply the 4C’s in real-world business situations. Whether you aim to enhance customer engagement, optimize costs, or strengthen communication, Amity’s flexible online program prepares you to excel.
