Marketing Mix - Four Cs: The Consumer-oriented Model

Four Cs: The Consumer-oriented Model

Robert F. Lauterborn proposed a four Cs classification in 1993 which is more consumer-oriented version of the four Ps that attempts to better fit the movement from mass marketing to niche marketing:

• Product part of the four Ps model is replaced by "consumer", shifting the focus to satisfying the consumer needs. Another C replacement for "product" is "capable". By defining offerings as individual capabilities that when combined and focused to a specific industry, creates a custom solution rather than pigeon-holing a customer into a product.

• Price is replaced by "cost", reflecting the total cost of ownership. Many factors affect cost, including but not limited to the customer's cost to change or implement the new product or service and the customer's cost for not selecting a competitor's product or service.

• Promotion is replaced by "communication", which represents a broader focus than simply promotions. Communications can include advertising, public relations, personal selling, viral advertising, and any form of communication between the firm and the consumer.

• Place is replaced by "convenience". With the rise of internet and hybrid models of purchasing, Place is becoming less relevant. Convenience takes into account the ease of buying the product, finding the product, finding information about the product, and several other factors.