February 12, 2009

The Limitation of Marketing

I remember one of the cases we discussed in class, I think it was Marketing, where the problem was about marketing a product that was poorly-designed and ill-fitting for its intended customers.

Why that case specifically? I remember it because I'm involved in the marketing/development of a new product/service from one of the major companies here in Manila. (In the absence of full-time work, my consultancy gigs have picked up :P)

The firm is hoping that it can use its marketing clout and invest a lot in internet marketing to push the product and acquire customers. But from what I'm seeing so far, the product/service is not 100%, inferior to its competitors, and full of OTSU's (Opportunities To Screw Up. My apologies to Prof. Tommy Lopez). The kicker is that the firm wants to launch it soon.

I gave them my assessment: you can't launch the project in its current form. If the early adopters won't like it, the product is doomed to obscurity.

Make no mistake, the company has a very good marketing plan and has implemented very successful, no, hugely successful marketing campaigns in the past. But if there's one thing I learned from the case: No amount of marketing can mask the flaws of an inferior product, no matter how cool it is.

3 comments:

anak ng isang guro said...

"No amount of marketing can mask the flaws of an inferior product, no matter how cool it is." I totally agree, Regnard! We had a similar discussion in one of Prof. Cruz's classes--I brought up a valid point that marketing an obsolete product, or any product that the audience members of your target market will not touch with a ten-foot pole, is a waste of time and money! But of course, some of my classmates, specifically those who wanted to have their BS CP heard (hehe!), defended the powers of Marketing, Advertising, and Marketing Communications. Don't get me wrong, as a Marketing major, I hold Marketing in high regard, but as an entrepreneur, too, I always make sure that I do my Market Research correctly in order to discover the "gaps" in the market and then turn these "gaps" into opportunities. If my research tells me that my product or service is still of inferior quality in the eyes of my intended consumers, then it's back to the drawing board! And yes, you're right, consultancy gigs are the way to go when one is still holding out for the best full-time job offer :P Got my message about Pag-ibig? Surreal, man! Anyway, see you around!

Regnard Raquedan said...

Hi Anak ng Isang Guro...

What a mysterious nickname... I wonder who could you be... :P

Joseph Sherman said...

“No amount of marketing can mask the flaws of an inferior product, no matter how cool it is.” Massive marketing for poor products may work for hit and run businesses where you never intend to see the consumer again. Restaurants that charge absurd amounts of money and borderline scams fall into this category. Who eats at a restaurant after realizing that a meal costing $200 should have cost $20, or retains a firm were services are never delivered at the promised levels? For companies building a tribe introducing a weak product kills the trust of the tribe and any destroys the chance of long-term business.