Sunday, June 26, 2005

Why is marketing important!

Since I am from India, I see some similarities and lots of differences in marketing strategies of companies in USA. As we all realize that money makes everything tick in any country, we should annoint it as the new religion. With money being the focal point, how can marketing a product go a long way in making more money. It all starts with establishing a consumer base. I asked myself why does a particular product sell? When it comes to excellent marketing strategy, experts use Microsoft Xboxes, Apple iPods, Motorola RAZR or even VIAGRA as examples.

Let me cite an example most of us feel - "have seen, been there, had that". The company is JAMBA JUICE. I dont know how many who read this article havent been there, but according to me, its a classic example of great marketing. What is Jamba Juice? Please Google it and you will learn how to get "positively charged" by Juice...sounds ridiculous to some but its true that this is what Jamba Juice is all about. How do they appeal to the masses?:
1) Having sleek names like Strawberry Nirvana, Orange Dream Machine, Mango Mantra, Cranberry Craze, Aloha Pineapple etc
2) Entice the viewer with nutrients added, protein supplements added and carbs gained
3) Good tasting juice.
4) Create a nice coffee-shop kind of environment.[ If Starbucks was a success, so can be Jamba Juice]

I went into this Jamba Juice store last weekend and I was amazed with the crowd it drew. There were school kids, teenagers, few youngsters in the 20-30 age range and also some middle aged people. It then occurred to me how a small juice store could transform into a million dollar business. Good marketing is a result of catering to the needs of the consumer base. Jamba Juice realised that youngsters were the primary market. Marketing is a result of paying attention to detail. For example, if Jamba Juice had most of the factors i mentioned but lacked the coffee-shop kind of environment, the company would have been a bust.

Principle to follow: When there is a Demand, Supply to the Demand with great marketing

More to follow in my next post!

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