"Marketing is what you do when your product is no good". What do you think of this quote? I came across this marketing quote while browsing the net and was flabbergasted to comprehend it. My inference of this quote is that there is no great product on earth as there is hardly any product that is not marketed.
If you do not market your product, it will not sell. Remember, consumers do not buy your product, they buy the benefits associated with it. If you do not communicate the benefits of your product, your competitor will..and you will loose your potentials.
When I talk about marketing in contemporary era, it is taking new forms and dimensions with each passing day. I would like to talk about marketing for social cause.
If you see the latest commercials of Aircel and Nokia, you will very well realize that these companies have resorted to a known but merely implemented form of marketing, Causal marketing. Nokia takes up the much talked about issue of deteriorating vegetation while Aircel picks up the sensitive issue of meager population of tigers in India.
You may say that these companies are committed to their Corporate Social Responsibilities (CSR). Well, probably yes, but if you think that is the only reason for their current marketing campaigns, cerebrate for a while.
Companies are in business to earn profit and not for social work. However, Corporate Social Responsibility is a factor that increases the goodwil of companies and the brand in the minds of consumers. In this competitive era when companies are resorting to comparative and anti-advertising campaigns, hampering the goodwill of the brand, Aircel an Nokia are on the right track.
There is no element of abashing competition, rather, the brands attempted to showcase their CSR and have registered in the minds of consumers, which is what these brands aimed for. These are already known brands, but consumers may forget these brands if not advertised. As such, Causal advertising to stay on top of mid of consumers and build goodwill is a great strategy to beat competition.
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4 comments:
hi, lovika
Causal advertising to stay on top of mind of consumers and build goodwill is a great strategy to beat competition.
nd that is quite informative as we come to know the statistics.. its every time the advertiser who benefited but this time Our Animals too...
why don you enlight us with the recent adds on "RIN and TIDE" "Complain and Horlicks" what is the funda in blaming each other..
is it ethical on part of advertising ..?
Hi,
Thanks for reading and commenting.
I wrote about comparitive advertising campaign involving Horlicks and Complan.
Also, to know more about the Tide and Rin campaign, refer to the following url -
http://www.afaqs.com/perl/news/story.html?sid=26447
Regards,
Lavika.
Dear Lavika,
Am casually got your link. your blogs are quite interesting. If u don't mind, i want to share a few words here.
"Companies are in business to earn profit and not for social work."
yes, i truly agreed this...many companies are harming society and environment one hand and helping few peoples on the other hand and proudly telling themselves they have social responsiilities. its just a eye wash to people... its a very good trend of marketing strategy......... instead of this if they giving thier own prouct with reasonable price,good Quality, good service to consumers, good employment facilities, efficient use of natural resources are the responsibiities might be morethan enough to the corporates.
As per the author 'Friedman', "Social issues are concerns of the government; companies should support only by paying taxes."
i hope am not getting bored you.
Anyhave, Best wishes for your studies and your future corporate life :)
Facebook is social networking site and people can use to promote their products and this site take very less cost to do advertisement.
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