The 5 C's and 4 A's of Marketing (Case studies of Starbucks, Adidas and Facebook)

View all our courses and get certified on https://academy.marketing91.com The 5Cs entails the following; Customers Customers are identified by the needs of the business that it aims to satisfy. The company accomplishes this by creating its product offering. B2B and C2C are the two types of companies that may exist. Making a value proposition for target customers is necessary for an institution. An organization's value proposition must necessarily be created for target clients. Psychological, monetary, and functional customer values are all possible. Customers – Starbucks 'Starbucks Rewards', one of the most popular loyalty programs offered by Starbucks, provides discounts and freebies. Starbucks has been recognized as a leader in the restaurant technology for a long time, and an increase in its revenue has been reported during the pandemic from its loyalty program members. According to a regulatory filing in the United States, 44% of sales in the quarter ended March 2020, was said to have come from Starbucks Rewards members and so was 48% of the sales in the last week of May. There were 19.4 million U.S. members who were a part of this program as of March 29, 2020. In fact, Starbucks members have accumulated more than $2 billion in rewards Company The firm is the organization in charge of the offering. In the case of a portfolio being diversified, the company is classified as the strategic business unit that offers the product. Company – Facebook’s portfolio of companies More than 80 companies were acquired by Facebook in order to maintain business growth and keep its portfolio diverse. Facebook- 2.9 billion MAU WhatsApp - 2.0 billion MAU Instagram - 1.4 billion MAU Out of the 80+ acquisitions, these three are the major drivers of the business Collaborators Collaborators are people or organizations that help the firm create value for its customers.Participants in business supply chains include suppliers, distributors, manufacturers, dealers, R&D firms, retailers, advertising agencies, external sales forces, and market research companies. Collaborators – McDonalds Franchising Model Global QSR retailer McDonald’s operated and franchised a total of 40,031 restaurants worldwide in 2021. Out of these more than 90% of the restaurants worldwide are owned and operated by independent local business owners. Competitors Competitors are firms that compete for the same set of customers in order to satisfy their demands. The target consumers are battled with by rivals to fulfill the client's needs. Companies can face competition from entities in the same or different industries. Entities that operate offerings known as subtitles in various sectors compete with enterprises from the same industry. Competitors – The Advertising Warfare The battle between McDonald's and Burger King indicates one of the great rivalries the fast food business. McDonald's has always been the leader in the space; but Burger King has been relentless in its campaigns by taking on the leader. Context The context is the environment in which a business functions. It might be an economic, natural, or political context. The context also includes technology, social trends, the spread of current technologies and market-specific beliefs. Money, inflation, supply, economic growth rates, interest rates, deflation levels, market structural change, information accessibility and power balance are all examples of the term's relevance to money. Context – Adidas Adidas - Parley footwear, made from upcycled ocean plastic was a paramount success. The company has continued to follow the standard set and look for new ways to innovate products in an ecologically conscious way. By 2020, Adidas had an aim to produce 15-20 million pairs of shoes using recycled plastic waste from coasts regions and oceans.In 2017, the figure was one million pairs.In 2018, it was five million pairs. The market launch for its first fully recyclable running shoe “Futurecraft Loop” is planned for 2021, after it being in the test phase since 2019. 4 A’s of Marketing The 4A model was developed by Jagdish Sheth, a marketing professor at Emory University, and Dr Rajendra Sisodia, a marketing professor at Bentley University. Affordability - Functional, Psychological Acceptability - Economic, Psychological Accessibility - Availability, Convenience Awareness - Knowledge, Brand Awareness This video is on 5 C’s & 4 A’s of Marketing and it has the following sub-topics. Time Stamps 0:00 Introduction to The 5 C's and 4 A's of Marketing 0:16 5 C’s & 4 A’s of Marketing 0:20 5 C’s of Marketing 0:32 Customers 1:36 Company 2:13 Collaborators 2:58 Competitors 3:38 Context 4:42 4 A’s of Marketing 5:15 Acceptability 5:45 Affordability 6:26 Accessibility 7:00 Awareness