Strategi baru dalam pengembangan bisnis (4p - 4c) #111

Summary

In this video, the speaker discusses the evolution of marketing strategies, focusing on the shift from the 4P model to the 4C model. While the 4P model emphasizes product-centric approaches, the 4C model puts the customer at the center. The four elements of the 4C model are Customer Value, Cost, Convenience, and Communication, each replacing the traditional 4P components. The speaker highlights how these changes provide a more customer-focused, interactive approach that enhances customer satisfaction and loyalty. The video encourages businesses to adapt to the 4C model for greater success in modern marketing.

Takeaways

• 😀 The 4P marketing model (Product, Price, Place, Promotion) is being replaced by the more customer-focused 4C model (Customer Value, Cost, Convenience, Communication).
• 😀 4C shifts the focus from selling as many products as possible to providing value that aligns with customer needs and desires.
• 😀 Customer Value emphasizes the importance of creating products that are tailored to the preferences and needs of the consumer.
• 😀 Cost in the 4C model refers to the overall expense to the customer, including factors such as delivery costs and other hidden fees, not just the price of the product.
• 😀 Convenience is no longer just about distribution; it's about creating a comfortable and appealing experience for customers, both psychologically and physically.
• 😀 Communication, in contrast to traditional promotion, focuses on building a relationship with the customer through direct and personalized interactions before and after a sale.
• 😀 Businesses today need to prioritize customer engagement to foster loyalty and repeat purchases rather than relying solely on promotional tactics.
• 😀 The new approach encourages understanding the total cost a customer incurs (including time and effort) to acquire a product, which impacts their buying decision.
• 😀 Successful businesses should focus on understanding their customers' emotional and practical needs, providing tailored solutions that offer more than just a product.
• 😀 The communication aspect of the 4C model helps build trust with customers by making them feel special, heard, and understood, which increases the likelihood of future purchases.

Q & A

What is the primary focus of the 4C marketing concept introduced in the script?

The primary focus of the 4C marketing concept is on the customer, offering a fresh and better approach compared to the traditional 4P concept. It emphasizes customer value, cost, convenience, and communication.

How does the 4C concept differ from the 4P marketing concept?

The 4C concept differs from the 4P concept by focusing more on customer needs and preferences. While the 4P concept centers on the product, price, place, and promotion, the 4C concept replaces some of these elements with customer value, cost, convenience, and communication.

What does 'customer value' mean in the 4C concept?

'Customer value' in the 4C concept means creating products that are designed to meet the specific needs and desires of customers, rather than simply focusing on selling products in large quantities.

How does 'cost' differ from 'price' in the 4C framework?

In the 4C framework, 'cost' refers to the total expense involved in obtaining a product, including factors like time, effort, and additional fees (e.g., delivery costs), whereas 'price' focuses on the monetary cost of the product itself.

Can you give an example of how 'cost' influences consumer behavior in the market?

An example would be the competition between two marketplaces. One offers free shipping, which reduces the overall cost for the consumer, making it more attractive to them compared to a competitor who charges for shipping, even if the product price is lower.

What does 'convenience' refer to in the 4C concept?

'Convenience' in the 4C concept goes beyond just the location of distribution. It also involves providing a comfortable and tailored experience for the customer, such as offering personalized shopping environments or creating spaces where individuals can enjoy unique experiences.

How does the 'community' aspect of communication differ from traditional promotions?

In the 4C framework, 'community' and 'communication' focus on building a relationship with customers through direct and personalized interaction. Unlike traditional promotions, which focus on mass communication, the goal here is to engage with customers both before and after a purchase, making them feel valued and heard.

Why is 'communication' essential in the 4C model for retaining customers?

Communication is essential in the 4C model because it helps build stronger, more personal relationships with customers. Effective communication makes customers feel special, understood, and more likely to return for future purchases, as it shows that their needs are being taken seriously.

What is meant by 'one and meets' in the context of the 4C model?

'One and meets' refers to the idea that the products being sold are designed to meet the specific needs and desires of the customers. It emphasizes a more personalized approach to product development, in contrast to simply focusing on selling as many products as possible.

Why should businesses transition from the 4P model to the 4C model?

Businesses should transition to the 4C model because it better aligns with the modern consumer's expectations, focusing on customer experience, personalization, and building long-term relationships rather than just pushing products. The 4C model covers a broader range of factors that affect customer decision-making today.