As a marketer we spend a lot of time and energy on conceptualization
- how to position, advertise the brand. The message strategy, the right
celebrity for the ad... and the list is long
But do we put enough effort on execution of what gets
promised..???
By execution I will give examples, Bingo has something called Mad
Angles, the product is in the shape of triangles, what happens when more than
half of the pack has broken triangle? You buy an Cadbury's Bourneville chocolate
and once you have moved away from the shop and start eating it you realize that
the product has been refrozen. These examples are not of the serious kind which
can lead to health hazards, which obviously these also have serious
implications.
And coming back to the theme with which I started the post, whom
would you assign the responsibility to the retailer, the distributor, or the
distributor sales man who loads the packets in the morning in the vehicle or
the logistics guy...
In theory we do talk about the internal marketing where other
departments are also sensitised about marketing. I will continue this post with
more examples from the ecommerce domain...
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