The evolution and acceptance of electronic media in the business industry have changed the view of marketing. Customers are now moving beyond the brand image that a company presents. Rather, they are accessing information whenever they want through digital media. Hence, companies that sell services or products have changed their marketing techniques to develop better relationships with potential customers. This is where the 4Cs marketing models come into the spotlight. 

Lauterborn's theory, as pushed forward in the 1990s, has gained significant recognition over the years. If you are considering MBA degree courses, you must learn more about this customer-oriented marketing mix and how it positively impacts businesses. 

What are Lauterborn’s 4Cs in marketing?

The traditional 4Ps model focused on Price, Promotion, Place, and Product. However, changing market trends meant that a seller-oriented approach was becoming outdated. An article by Lauterborn introduced the much-needed change in marketing strategies. His concept shifted the focus from sellers to consumers, as his 4Cs marketing model consisted of Consumer, Cost, Convenience, and Communication. 

Therefore, the four Cs of marketing emphasize customers’ needs and convenience. Lauterborn highlighted that any marketing strategy should focus on customers since their buying power brings in a company’s profit. Additionally, customer satisfaction and a convenient shopping experience ultimately lead to greater revenues in the long run. 

The cost of marketing is an essential concept in this model. It includes the investment and expenses to develop and promote a brand’s identity. Lastly, communication with the target audience fosters a positive and lasting relationship, ultimately leading to greater sales. 

What are the marketing model’s 4 Cs? 

Let’s look at the details of how the 4Cs marketing achieves them: 

1. Consumer

The individual who purchases or uses your products and solutions is the consumer. In the 4Cs marketing model, the first C is the consumer, emphasizing the importance of customers’ preferences. Hence, the first C focuses on providing a strategy centered around the customer. 

Based on this model, achieving greater sales starts with understanding your consumers' needs. Then, you can develop products that customers want. Effective research on people’s needs and wants can also help you build a lasting relationship with them. 

2. Cost

Cost is a sensitive issue in any marketing model. However, it is also an essential consideration because it determines return on your investment. If your product sells for $50 after it has launched, but the cost of production was $100, you are losing $50. Cost is also an important factor in your marketing and advertising strategies. Hence, it is important that you consider the costs of production and marketing before making the ultimate investment decision. 

3. Communication

A component of the 4Cs marketing model is the communication process by which a business communicates with consumers. Lauterborn’s model suggests that this communication should not be the traditional one-way flow, such as brand promotions. Rather, it should be two-way, with product information and promotions, as well as consumer feedback. This two-way communication is a holistic approach that improves relationships with consumers for greater revenues. 

4. Convenience

Finally, a product should be convenient to purchase, acquire, and use to improve the overall buying experience. In this customer-centric model, convenience keeps the consumer at the center of marketing. It includes all the aspects of the complete buying experience, from finding solutions for customer needs to evaluating and comparing these solutions, and ultimately to the act of buying. Each of these steps should be sufficiently convenient to improve consumer satisfaction. 

How to use the 4Cs marketing model?

Here are some steps you can follow to implement the 4Cs mix in your marketing strategy: 

1. Identify your customer’s needs

The initial step to a successful marketing method is identifying your target audience and researching their preferences and needs. Essential methods for conducting productive research could include creating surveys, groups and communities, and other effective tactics. Additionally, you should consider your services’ or products’ worth, position in the market, and competitive advantage. 

2. Analyze the market

Before applying any marketing strategy to your business, analyze and understand your market well. There should be a metric to help you analyze the performance of your marketing strategy. The 4Cs marketing method allows for small business marketing strategies and helps build a successful business campaign. 

3. Emphasize customer convenience

A convenient purchase process improves the brand image for your consumers. This also includes a user-friendly website, secure and multiple payment options, easy exchange and return services, and friendly customer support services. Using the 4Cs marketing model, you can remove any barriers to your consumer’s purchasing process, offering valuable convenience. This, in turn, makes selling your products easier.

4. Improve connection with your customers

Fostering positive and lasting connections with your customers improves your revenue generation in the long run. As the 4Cs model highlights, two-way communication is essential for effective marketing. Include communication channels in your strategy for clear and effective communication that your audience can relate to. For example, you could use advertising, social media, emails, and marketing campaigns.

What are the benefits of the 4Cs marketing model? 

Here are some other benefits of the 4Cs marketing model: 

1. Customer-centered strategy

A major benefit of the 4Cs model is the shift of focus from sellers to what your consumers want. This shift allows you to focus on what products and services your customers truly need so you can meet those demands. Ultimately, you are improving your relevance in the market. 

2. Improved customer satisfaction

The 4Cs marketing model is primarily based on providing convenient purchase methods to customers. Hence, a user-friendly shopping process and interactions can improve overall customer satisfaction. 

3. Clarity of expenses

Implementing the 4Cs model in your business considerably reduces customers' total expenses. These expenses include the product cost and the cost of consumer satisfaction. Hence, you are building holistic connections with your consumers with minimum effort, time, and other investments from them. 

4. Collaborative approach

The 4Cs model of marketing encourages open communication and collaboration. It also enhances creative thinking, such as mental flexibility and originality. Such features allow for healthy and collaborative development. 

5. Adaptable to digital marketing

A major part of the 4Cs marketing strategy is based on concepts that are adaptable to digital marketing. They are flexible and ensure easy alignment to digital marketing strategies for the tech-driven consumers. 

Learn the right marketing skills with an online MBA in marketing

The business environment is now more competitive. Hence, it requires a strong foundation in marketing strategies and principles, such as the 4Cs model. To master these concepts, you need to go beyond the theories. It requires a deeper and more practical understanding of consumer psychology, marketing strategies, and business dynamics. This is where online MBA courses provide an advantage to students passionate about marketing. 

So, what is online MBA? Online MBA programs in India offer a dynamic curriculum that includes business aspects, such as finance, marketing, IT, and other diverse topics. When individuals study MBA online, they benefit from the flexibility of remote learning opportunities. Kurukshetra University is known for online MBA courses in India, and UGC-accredited programs for students passionate about MBA in marketing or other specializations. 

Conclusion

By focusing more on consumers' demands and preferences, businesses can succeed in this competitive landscape. However, every strategy has its pros and cons, so evaluate them before implementing them in your business. With the right approach to marketing and the 4Cs model, your business can make its impact in the dynamic market.