4Cs OF MARKETING

 

4Cs OF MARKETING

Customer Wants and Needs:

Rather than focusing on the product, businesses should focus on solving a problem or filling a void experienced by the customers.
Apple created a product to fill in the void raised between the smartphone and computers. The customers wanted a product which was mobile but also could process heavier tasks without much effort.

Cost:

In addition to the product’s retail price, we must factor in the time and effort required to acquire and use the product, plus any additional expenses that come with it. A focus on this cost to satisfy the customer will ensure that more factors than just the purchase price are being considered. It drives a relentless focus on the customers’ experience. This accumulates value well beyond the value the product delivers and thus enables marketers to increase prices if required.
The iPad is priced at a premium compared with other competing options to maintain its positioning as luxury product.

 

 

Convenience:

The convenience segment in this framework focuses on the quality of the buying experience. It is all about ensuring the brand/product is available as conveniently as possible to each customer in the target audience.
Apple has very well-designed physical shops in most cities where they offer products and service under one roof. And now they have also launched online store to help the consumers shop at the convenience of their home.

Communication:

Communication works towards establishing a dialogue with prospective consumer. This is based on their needs and challenges. Communications must be designed to build meaningful relationships because there is more give-and-take between the marketer and customer.
Apple constantly communicates with its current and probable customers to receive feedback and for suggestions for improvement in hardware or software.