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Beginning the journey on The Long Road

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Picking up from the last time where we left off about the principles of marketing, management and marketing management where we discussed about the necessities of the above three concepts, we now move on to one of the most important concepts of Marketing Management i.e. Stimulus- Response Model. This concept is important from the point of Marketing Management because the consumer response towards the product decides the fate of the product.

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As it is evident from the diagram above that various stimuli motivate consumer to respond to the product. For same stimuli we will get different responses from the consumers; this is because of the most important factor of this model: Filter mechanism of the consumer. This filter actually determines which information, bombarded from our surroundings, needs to be processed and ultimately, responded. This response is determined by various like social, cultural and environmental factors. Let us look at the case of Kellogg’s Corn Flakes.

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Despite being very successful in the western markets and projecting their product as wholesome breakfast for the whole family, Kellogg’s, being in the Indian Market for more than 18 years; still have a lukewarm response from the Indian market. Their desperate attempt to attract different segments from their products like Chocos for kids, Corn Flakes in different flavors apart from regular flavor etc., was still not acceptable in the Indian household. Kellogg’s did not realize that, unlike western households, where cold breakfast was a norm, Indian families prefer hot and fresh breakfast such as Parantha, Upma, Idli, Appam etc., served and made by mothers. Similarly, unlike Western schooling systems, Indian schools start early in the morning which usually make children skip breakfast and are only served milk by their parents. Kellogg’s, now understands this trend in Indian families, is focusing on wholesome and healthy breakfast like Oatmeal, by which they hope to capture the Indian market.

 ImagePromotional ad of Kellogg’s, trying to give the” motherly care value” to its product.

As we all know that the attention span of a human is less than a minute, so as a marketing person, we have to capture and attract him within this minute. From the point of view of an organization, main objectives are to survive and grow. To achieve these, a company must be able to attract as well as retain customers. To fulfill these challenges, the company must be able to increase the Customer Perceived Value of the product. Thus, proper marketing and promotion is required to grab the attention of the customers. To increase the value of the product, we must understand the components of value of the product.

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The above diagram explains the relationship between customer expectations, perceived values and customer behaviour. Various organizations use various tactics and gimmicks to promote their product. This concept can be easily understood if we compare the following promotional ads.

Apple I-Phone 5 and Relaxo feat. Salman Khan

As evident from the above ads, while both ads tried to promote their product, Apple was more focused on connecting their product to the common man, while Relaxo used the brand value and image of Salman Khan to promote the product, which has practically no relevance to the actual product value. Thus, we can evidently see the attempts of both of the products of increased total perceived value.

In the next post, we will explore more of the technical aspects of Marketing Management and will focus on certain aspects which, sometimes forces us to think:

“Marketing is too important to be left to the marketing department.”

 

In case, the videos do not work, please check your browser or, simply follow the below hyperlinks to watch the videos:

 

Apple I-Phone 5:

http://www.youtube.com/watch?v=0y-PON19un8 

Relaxo:

http://www.youtube.com/watch?v=X6MiXudzYws

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