Marketing

Know when to stop

HARISH BIJOOR | Updated on January 17, 2018

Beware of breakage   -  bikeriderlondon/shutterstock.com

Baiting, biting   -  macknimal/shutterstock.com

Know when to stop

Does marketing ever stop working? Is there a point of time when people will discover something else?



Kolkata

Jayant, I have kept your question waiting for a long time. Apologies for that.

Does marketing ever stop working? It’s a very interesting question.

Yes, I think it stops working when we milk it a bit too much. When we promise the sky and deliver the earth, marketing does stop delivering. And when that happens, I think marketing as a discipline stops working.

Marketing is a discipline. This discipline needs to be followed. You cannot take its ability to deliver results for granted. When used cautiously, and with some degree of integrity, it delivers the best results.

Marketing, to an extent, is quite like elastic. You can stretch it up to a point. Not beyond.

There is a real estate player who offers an iPad with every flat booking. The flats cost around ₹50 lakh and the iPad costs ₹30,000. Do people really fall for such lures?



New Delhi

Rachita, sadly yes. Every type of bait and lure works in the market for consumer promotions. It works this way. If you are seriously considering a buy, you may just decide to take what comes as a lure. If you are on the brink of a choice, even this kind of a marginal bait might swing your decision. When no one else is offering anything else, and this player in the market offers this, you grab it with both hands. Strange but true. Consumers are sadly not as rational as many of us imagine them to be.

Published on August 11, 2016

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