4 C's of Customer

1. 29
Consumer CollaboratorCompetitor Company
Sell on brand ‘s equity
and image to penetrate
into economy brand tier
Increase market share by
capturing specific set of
customers
Risk of brand
cannibalization
REACTION OF 4 C’S
Positioning needs to be
refined (Now Heavily
relied on price)
Open ground to play for
Incentives of channel
partners
 Attempt for retention of
existing customers –
Private Labels
Higher margins from
private labels due to entry
of established brand
 Less versions of
products (ISO 100 & 200)
 Loss of sales due to
unmet demands
Value for money from
established brands
 More negotiating power
due to large number of
players
 Supply constraints
during peak times