Tuesday, May 13, 2014

Gap between Promise and Execution in Marketing I

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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