MAL 15/16 MAL 15.16 | Page 16

COMPLACENT MARKETING PLANTING A GARDEN OR TENDING TO ONE ?

By Diana Obath

The festive season . A crazy time when all brands are trying to up their sales . Campaigns here , campaigns there , campaigns everywhere . Factories need to be churning out more products than usual .

Agreed , it is perhaps the excitement that the festive season brings that promotes impulse buying among customers . What better time to launch that new project or product that you have been thinking about all year !

However , the season of bliss and celebration soon passes and we are back to the daily routine and the usual methods of marketing . An opportunity to plant a garden and tend to it has been overlooked and we are back to the usual tough times .

The organizational goals have been achieved . Sales have been made , and almost no effort to ensure a repeat purchase or customer retention . The idea was to get customers to try out the products , associate them with

‘‘ Marketing professionals often restrict themselves to one pursuit . Though , I think such constraints are unnecessary . In fact such sorts of bounds can arrest company growth . Your product becomes the festive season kind of product , the one people only want to use three to four times a year . Like a Sunday best kind of dress . A wasted opportunity to ensure that the customer feels like it is Christmas everyday with your product .’’ the feelings that the season brings , make a profit and then reduce production because the New Year is always a tough time anyway .

Marketing professionals often restrict themselves to one pursuit . Though , I think such constraints are unnecessary . In fact such sorts of bounds can arrest company growth .

Your product becomes the festive season kind of product , the one people only want to use three to four times a year . Like a Sunday best kind of dress .

A wasted opportunity to ensure that the customer feels like it is Christmas everyday with your product .

I am a victim of this kind of purchasing behaviour . I have a whole list of things I want to do once I take my leave this December and I also know exactly how I want to spend time on each of those activities .

I also do not take my leave only once a year , but only during this

14 MAL 15 / 16 ISSUE