Do we need to do marketing for common products?
If we do a survey of which are the most advertised products on the media we will see that there are almost no ads on the so-called. ordinary products. Does this mean that we should not do marketing for ordinary products?
First, let me make a little clarification. Which products are ordinary?
This is my definition of products that we use almost daily without thinking too much about them. We enter the store and grab the closest one to us without having a certain preference. There are so many: toothpicks, bread yeast, baking soda, bleach, dish sponges, cooking spices, microwave popcorn, flour, beans, lentils, vinegar, cream cheese, etc. I do not want to downplay these products, I just want to note that most people if you ask them which brand of the following products they use will not be able to say. And for that reason they buy what they have in the store.
Thinking back, I don’t remember seeing ads for similar products, maybe, but the fact is that these products are undervalued in terms of marketing investment. Why? Manufacturers may think that these are not attractive products and are not worth the money for marketing. People buy them anyway, why spend money in the wind. They may say that they can’t get customers to use more than the right product and focus their efforts on manufacturing, distribution and presence in more stores so that people can grab them when they need them. I would like to clarify that these are my assumptions as to why we do not market ordinary products. Certainly some things are true to some extent, but this does not give us the right to think that marketing will not help increase sales.
Here is the place to say that I think we should do marketing for ordinary products no less than other products. Why?
The most expensive brand Coca-Cola has been on the cusp of, for years, according to the website. In the book The End of Marketing as We Know It, Sergio Ziman says that Coca-Cola is just sweetened sparkling water, and that the success is due to the great marketing that the company does. These words are proof that thanks to marketing efforts, the company has been able to create trust and a strong attachment of consumers to Coca-Cola. Each store has a few likes of Cola, but people know who the original is and rarely touch on other similar drinks.
This example also hides my idea of why we should do marketing for common products. People buy these products without much attachment because no one has told them or given a name to give them a reason to choose a specific brand. As a result, customers move down the stream and for them all brands are impersonal. Think about the market situation – a certain amount of brands and customers who are equally indifferent to them may be the only thing people pay them off for is the price. What an easier situation for marketers.
What we need to do is distinguish our prospect and get him out of the main group.
This is much easier than in other developed markets, because there is a lot of competition there and every manufacturer is flooded with marketing messages, and there are already certain preferences that we have to contend with. And with us we are all on equal footing. We need to build brand awareness and trust. When people need the product, they have to think of us first and choose us. The idea is that when their customers are told who we are and why they use our product, they will remember us when they enter the store and buy our product, even more so that competitors are silent and all consumers will only hear and listen us.
That way, when a person is in the store, he or she will not be fussed over which brand to choose, but will just take the familiar and pay it to the cashier. If we manage to build awareness and trust in us, we will increase sales at the expense of competitors, because sales will not be messy and inconsistent and we will become market leaders in market share.
To do this, we need to pay more attention to the product and look at it in detail, why people use it, are there other benefits and features, how they use it, etc. This information will help us to be able to tell people in a comprehensible way how to choose us and win their trust.