Coty taps the "5Cs" of marketing 9 October 2014 NEW YORK: Coty, the beauty group, believes that basing its marketing strategy on the "5Cs" of content, convenience, community, curation and connection could prove to be a formula for success in the digital age.
While some of what Kristen D'Arcy says here has merit--not much of it,however--the notion that price, distribution, and product have become irrelevant is simply preposterous.
This sort of digital chest-puffing is simply another example of how lots of empty vocabulary has infiltrated the marketing dialog, using empty words like "curation" (can we please stop using that word) to stand for ideas with no depth.
It is certainly attention-getting to pronounce an established idea "dead," but it's of little use when it is so apparently wrong.
Think about it: two of the most successful business models emerging from the digital revolution--airbnb and Uber--are based on distribution (and low price).
I'm not sure what world Ms. D'Arcy is occupying.