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What is the 4C analysis of marketing? An easy-to-understand explanation of the difference between the 4C and 4P of marke

Posted: Wed Dec 04, 2024 6:56 am
by olivia25
Product planning work may seem glamorous and creative, but in reality it is an extremely difficult job that requires not just ideas but also precise analysis and verification, making full use of both the mind and the senses.

Even if you come up with a great idea and think, "It would be amazing if there was a service like this," it is not uncommon to find that another company has already released a similar service, or that the development costs are not worth it and mass production is not possible.

Even if you manage to make it to release successfully, it may not be the hit you had hoped for, or even if it is very popular at first, a strong rival product syria b2b leads may appear, and problems will arise one after another.

However, the mission of the planning and marketing department is to succeed in such a difficult task. They need to skillfully grasp changing market needs and keep an eye on the movements of their competitors. They need to organize the vast amount of information and their own ideas that come to them without any context, and keep trying by repeating the process of hypothesis and verification until they succeed.

One of the frameworks that can help with this is the "4Cs." The 4Cs are an analytical method for considering your own products and services from the customer's perspective, and are still a highly important framework even in the year 2024, when " customer-centricity " is considered important. In this article, we will explain the 4Cs for product and service planning.


*This video is voiced by AI.
The content is a summary of this blog post. For more information, please see the blog post below.

What are the 4Cs of Marketing?
4C is a framework that analyzes the following four factors from the customer's perspective that influence potential customers when purchasing a product, and consists of four Cs: "Customer Value," "Cost," "Convenience," and "Communication."

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Image of the 4Cs

Let's look at what is "value," "convenience," "optimal cost," and "comfortable communication" from the customer's perspective, not from the company's perspective. By performing a 4C analysis, it becomes easier to plan products and services that customers truly want, not those that are simply prescribed by the company.


Background to the development of the 4Cs of marketing
The 4Cs were proposed in 1993 by Robert Lauterborn of the United States.

Before the emergence of 4C, the " 4P analysis " proposed in the 1960s was the main framework used. 4P is also a framework for considering strategies from the perspectives of both the seller and the buyer, but it is characterized by a stronger corporate perspective.

In contrast, the 4Cs emerged as a derivative of the 4Ps in the 1990s, when customer needs became more diverse and the Internet became more widespread . Simply put, it is a framework for reinterpreting the elements of the 4Ps from the customer's perspective.

This change, due to the evolution of the market, consumer behavior patterns, and consumers themselves, made the 4P theory outdated. The 4Ps were a business-centric theory, not a consumer-centric one, and so the 4Cs were born.

In fact, Robert Lauterborn argues that " the traditional 4Ps are no longer relevant or useful to modern marketers ."

The change from 4P to 4C

(Source: Consuunt " 4C Marketing Model ")

As of 2024, the Internet has developed further, and buyers are now searching for information to solve their own problems. Considering the increased need for sellers to provide solutions to problems rather than just providing information such as specifications, it makes sense that the framework has changed from the 4Ps, which have a strong product-out mindset, to the 4Cs.