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4 p's & 4c's
1. Using the 4 P’s/ 4 C’s to connect with the customer
2. If you want things to be different
then you’ve got to do different!
“If we do things like we did before, we probably are going
to get results like we did!”
3. From the 4 P’s of Marketing to the
4 C’s of marketing
The 4 P’s- Producer Focus
Product, Placement, Price, Promotion
The 4 C’s- Customer Focus
Consumer Wants, Convenience, Cost
Communication
4. The 4 Ps & 4Cs
Marketing Convenience
Mix
Place
Product
Customer
Solution Price Promotion
Customer Communication
Cost
5. Convenience to the Customer
Much bigger than “ location”—but that
is still crucial;
Big picture (global information world),
Accessibility- from email texts to
parking, packaging and presentation.
6. Communication
When is a pork chop more than a pork
chop…
The attributes the customer is looking for
Advertising & Word of Mouth matter…
Display & Merchandising matter…
Image projection matters!
7. Cost- the Value that the Customer
sees being met…
Costs/ Competition/ Communication
(Breakeven),
Can you express the benefit of what you are doing?
(“Benefit” to the customer).
9. Conclusion
Develop a Plan to improve the quality of your
market and do it step-by-step,
Understand your customer,
Visit high quality competition or market and learn
from them.