Marketing Illusions: Trick OR Trap for Both Company & Consumers ?
UNVEILING STRATEGIC SECRETS - WHY DOES BEST MANAGER'S BEST DECISION FAILS ?
Simply an Illusion may be defined as wrong Acceptance
& interpretations of any happening / event by sensory organs of human body
& mind.
The concept is utilized in our day to day life by
different people like magicians and others.
However this phenomenon is also existing in
management domain especially in sub domain of management which is called
marketing.
Unfortunately this phenomenon is least or almost nil studied by management professionals but this phenomenon plays vital role
for deciding success or failure of any Business / Marketing Campaign / Brand or
overall sales volumes.
It has been noted that few companies are performing
better with limited resources and expenditure on TV advertisements while in
other case even after huge expenditure on marketing and having well developed
sales distribution system, brands failed.
For examples, few companies / brands touched new heights
of performance just in few years in comparisons of other well established
companies what they achieved in many decades.
For examples – Patanjali FMCG unit turn over is
going to touch Rs 2000 cr which is more that Emami. Patajanli Brands achieved this
just within few years of its launching while they were totally new for filed
and Emami is well established company since decades with well developed distribution
system supported by established vector brands.(Vector Brand = A Companies well established
Brand in market which provides support to other new brands).
If
we study that what driving factors works behind such outstanding performance? Answers
comes from Consumer Behavior Section especially “Acceptance Process by
Consumers Mind”
Human
Body & mind is best scientific
machine to filter all these information and to keep only necessary information
which is really usefull to him. Later on this information is fixed in subconscious
mind permanently after a long period of continuous receiving the same message.
This is the reason why most of consumers asked for Colgate rather than
Toothpate on shop. Deletion of this stored message from subconscious mind is
quiet difficult and time taking process that’s why new brands take time to make
its place in mind of consumers.Hence Launching a new product is easy but its
establishment among consumers / market is tedious and years long process.
Why Does Best Manager's Best Decisions Fails ?
Trying To Fix problems But It re generate Again & Again!
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As
I told above that human body / mind is best filtering machine and several steps
analysis & filtration is done by all its sensory organs.
All sensory organs which
includes………Vision (Ophthalmoception), hearing (audioception), taste (gustaoception),
smell (olfacoception or olfacception), and touch (tactioception) are the five
traditionally recognized. While the ability to detect other stimuli beyond
those governed by the traditional senses exists, including temperature (thermoception),
kinesthetic sense (proprioception), pain (nociception), balance (equilibrioception),
and various internal stimuli (e.g. the different chemoreceptors for detecting salt
and carbon dioxide concentrations in the blood).
All these Plays vital role to filter the stated / claimed
quality of brand /products and if not fit for any level to satisfy consumer for
specific quality is rejected by sense organs resulting failure / nonacceptance
of Brand /Message /Marketing campaign by consumer/s.
In filtration process of claimed satisfaction
level of any brand / product / marketing campaign one or more than one sensory organ /mechanism may be involved.
More the number of involved sensory organs, more dense chances
will be to analyze stated /claimed brand / product quality influence on body
& mind hence more the chance of brand selection or rejection by these sense
organs or finally by consumers becoz consumer satisfaction level is decided
only by these sensory organs/mechanism.
For examples Alcoholic, Tobacco related products, it
has been observed that many new companies launched new brands which were better
than available brand but new consumers did not accepted /switched to new
brands.
Reason for all these products, all sensory organs
are very
deeply involved and satisfaction message is so heavily transferred to subconscious
mind that erasing /overlapping them is almost impossible. And this
is reason why a person using BIDI will never shift to Branded cigarettes (which
is far better than bidi) becoz specific satisfaction level is not provided by cigarettes which is provided by BIDI and made by bidi on subconscious mind of
user.
Less or more deeper but same Process is
Involved for all Brands / Messages /Marketing Campaigns.
Now coming on our original Topic about marketing
Illusions. Now we can correlate Marketing Illusions with Organizations
activities success & failures.
Hence
In context of organizations, marketing illusions are those phenomenon in which Organizations
are claiming for some things but when this claims passes through filtration
channels of consumer’s mind / body fails to fit. Hence consumer perceived that
what was claimed is not true, resulting Failure for entire Organizations Campaigns.
However Any Illusive Marketing Campaign may succeed
to convince the consumer at its initial level hence getting huge success at
initial level. But later on when deeper level filtration is done by sensory
organs, consumers find that claimed quality is not up to mark resulting mass
denial of brand /concept in long term. For example In Mobile Industry, At
Initial Days a company offered mobile hands sets just on very low cost resulting
huge consumer attraction. But Later on consumers realized it was not as
worthfull as they perceived at initial level hence mass rejection of plan by
market.
Marketing Illusions are just like magician work
which attracts person for few times but in fact nothing is true. Similarly if
any marketing campaign which fall into category of illusion
results losses to both company and consumers. Company losses it
money,time,reputations while in same way consumers losses it time spend on that
plan,money etc etc.It may create a huge trust deficit & gap in relation of company
and its loyal consumers.
Marketing illusions are major
responsible factor for failure / success of any campaign should be considered
very seriously by companies.
Some other examples of marketing Illusions may be ……
(1) Suppose Cost of any air ticket is Rs. 10000 and any airways campaigning that air tickets just for 1 Rs.They will issue tickets @ 1 Rs but
will add Rs 9999 as fuel charge/service tax etc etc. At initial stage till
consumers are aware only about 1 Rs Factor will be attracted but as soon as
they know about second part will run away from campaign.
(2) Suppose a big budget Movie is on launching to show on theaters
and pre launch marketing campaigns are running on different media claiming big
entertainment to its viewer. At initial stage to due it’s illusive pre launch campaign Viewers may rush for few days,but when all these viewers sensory
organs filters it entertaining proclaimed quality,it fails,resulting poor
review about movie which distract viewers.
Remember
No campaign can misguide consumer’s ultimate multilayer satisfaction filtration mechanism for long term.
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| ILLUSIVE DECISION MAKING DILEMMA |
The above example is exactly applicable for all marketing campaign / brand or on any product or services.
However Marketers do not create Marketing Illusions
willingly. Consumer behavior and satisfaction machinist (especially on subconscious mind
level) is least studied / understood area due to its non measurable
nature on exact basis like we measure weight or height.
Organizations run their campaigns naturally for
best interest of company & consumer both .But this phenomenon is silent
& hidden in campaign which is not easily recognized by managers and passes
to consumers. When desired success does not come than people start review but
since nature of marketing illusion in itself is illusive,
hence not easily recognized / traced by companies and it keeps on resulting
repeated failures for year over year.
RECOGNIZING & USING MARKETING ILLUSIONS FOR YOUR ORGANIZATION’S
GROWTH …
THE CONSULTANTS
micro STRATEGIC BUSINESS CONSULTANCY
+91-8587067685
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