Coty moves from the "4Ps" to the "5Cs"
Stephen WhitesideWarc
For more than 50 years, the marketing playbook has focused on the famous "4Ps" – product, price, promotion and place.
But according to Kristen D'Arcy, vp/global digital at beauty group Coty Inc., this time-honored piece of branding lore has now been supplanted by the "5Cs", a mnemonic that reflects the new-media universe occupied by most millennials:
- Content
- Convenience
- Community
- Curation
- Connection
"Truly, we are living in a totally different world," D'Arcy informed delegates at MediaPost's OMMA Audience Targeting Conference, an event held as part of Advertising Week...