- Tarvinder anand
Dy. Manager - Sales and Marketing, Volvo Eicher Commercial Vehicle Ltd
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Are today's marketers adopting "Beach Sales"?
Walking on a beach is a bliss for anyone, but sometimes when you look back your footprints have been washed.
In this flat world of social media, where every product viewed and reviewed 24x7, are we really taking care of our consumers or in a race of increasing the share price by another cent or for the sake of quarterly report - we have left our footprints to be washed away.
Everyday, you would hear of customer centric approach by every other organization. We can bet that they do but to what extend is the question. Technological based organizations have to change in hours so have to be near the consumer but apart from touching them through social media, what other ways do they touch them.
We can take three examples here: 1 High value Product - let say automobile - after all the sales pitch when you buy the product what are your experiences after initial services. You are as good as a lost footprint in the sand. The law of diminishing utility applies well here.
2. A FMCG product: How the organization is concerned for usage of your their product, apart from you watching a ego satisfying advertisement or somewhere on your social media pages. Though for them it is really tough for them to communicate but for consumers to communicate is not so tough. We have to encourage them to do so. The magic of HOG can be replicated in FMCG - low value products as well. Sooner or later we have to do so as new products new brands satisfying ever higher ego of human would be taking place leaving behind the footprints.
3. Technological Products - say Apple ( my salute to Mr. Jobs) - the finest example of co-creation to satisfy the " ego want" of human race. But why are they loosing to Samsung. They are just developing and not saving the footprints which is easily being washed by a strong wave. One day suddenly human ego would realize that Samsung has something to satisfy him.
We have to save the footprints by walking in both directions.