Why carry out a marketing strategy for commodities?
Posted: Sun Dec 22, 2024 8:23 am
In the case of commodity strategies in B2B marketing, it is difficult to give space to creativity or the emotional part, although there are always solutions to this, as you will see later in this post.
Philip Kotler (one of the current gurus on areas of improvement in marketing worldwide and its adaptation to local markets) in his book "The Ten Deadly Sins of Marketing", carried out an analysis of certain problems that the sector was suffering and why this should be further promoted in companies.
The reasons given were as follows:
Many newly created products are failing at a high rate.
Many advertising campaigns do not motivate or indian email database capture the attention and interest of the customer.
Email marketing as it has been implemented does not offer acceptable response rates.
Many products become interchangeable commodities, rather than becoming branded products with some potential.
As you can see, Philip Kotler detected, among other problems, that many products are revealed as commodities (increasingly) and that these brands are susceptible to all kinds of inconveniences and changes in this regard.
For example, a case to illustrate this aspect would be the following: when Apple launched the “iPhone” or any other of its products, it boosted marketing and design to such an extent that it turned them into “cult products.”
The new entry of competition and the technological development of other companies has been advancing by leaps and bounds, making these types of electronic products increasingly similar to each other, with a decreasing differentiation between many brands.
However, Apple has already created a loyal following and has an indelible market share and brand image in the market.
If they had not strengthened their marketing and communication, they would probably not be setting this example right now and would be just another technology company.
Needless to say, Samsung is one of the most highly valued brands in the world (if not the most valued) and the success of its products is beyond question, despite the fact that in recent years Samsung has been gaining ground on the American giant.
Philip Kotler (one of the current gurus on areas of improvement in marketing worldwide and its adaptation to local markets) in his book "The Ten Deadly Sins of Marketing", carried out an analysis of certain problems that the sector was suffering and why this should be further promoted in companies.
The reasons given were as follows:
Many newly created products are failing at a high rate.
Many advertising campaigns do not motivate or indian email database capture the attention and interest of the customer.
Email marketing as it has been implemented does not offer acceptable response rates.
Many products become interchangeable commodities, rather than becoming branded products with some potential.
As you can see, Philip Kotler detected, among other problems, that many products are revealed as commodities (increasingly) and that these brands are susceptible to all kinds of inconveniences and changes in this regard.
For example, a case to illustrate this aspect would be the following: when Apple launched the “iPhone” or any other of its products, it boosted marketing and design to such an extent that it turned them into “cult products.”
The new entry of competition and the technological development of other companies has been advancing by leaps and bounds, making these types of electronic products increasingly similar to each other, with a decreasing differentiation between many brands.
However, Apple has already created a loyal following and has an indelible market share and brand image in the market.
If they had not strengthened their marketing and communication, they would probably not be setting this example right now and would be just another technology company.
Needless to say, Samsung is one of the most highly valued brands in the world (if not the most valued) and the success of its products is beyond question, despite the fact that in recent years Samsung has been gaining ground on the American giant.