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The first C: "Customer"
Your customer is the center of your strategy, not your product. So you need to know:
- Their way of thinking and interest
- what kind of experiences do they like
- what's their needs
- what's their motivation, and purchasing barrier
- what's their goal
Observe your market, construct a buyer persona to guide you and then, segment the market
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The second C: "Cost
How much your customers are willing to pay for your product? Think about your product value in the eyes of the customer, not the market price only.
What's your buget in order to reach and serve your customer?
This includes not only monetary costs, but also the time and effort required to reach them.
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The third C: "Communication"
It's not only about the way of advertising your product. It's about forming a bound with your customer and build trust.
Don't forget about an impactful message that's meaningful to them!
It's essential to create a two-way dialogue so that you can learn from your customers and improve your offering.
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The last C: "Convenience"
Convenience refers to the consumer’s shopping experience.
You can choose online or offline option but makes life their easier, and it’s one of the things that people look for when they want to make a purchase.
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COMBINE 4C'S and 4P'S
It's essential to add 4C's with your 4P's traditional marketing Mix in order to attract customer. Once they have great experience with the brand, they will buy more. They buy more, company make benefits.
Therefore, this will reduce your company fidelisation budget.
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IDEAS CURATED BY
CURATOR'S NOTE
The 4Ps marketing mix are not enough anymore! In this era, where many products are present in the market, it's difficult to attract customer with a product centric approach alone. Now, brands need to focus more on the Customer Centric Approch: The 4C's!
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