Question

Topic: Strategy

Campaign Theme And What Tactics To Use To Market Product

Posted by Anonymous on 1/10/2012 at 3:34 AM ET 250 Points
Hi,

My company manufactures sanitaryware products (such as Bathtub, Water Closets, Bidets, Washbasins, etc) and distributes to various countries across the globe.

Problem
Recently, there has been a slump in sales due to entry of many foreign companies offering similar products in the market. For customers, it is very easy to switch to other brands as they re not able to distinguish product quality from the other and usually make their purchase decision based on design features and price without bothering much about the quality. One of the problem is that we have not done proper awareness campaign to educate market about the significance of our product and services.

Given the fact that our products are manufactured as per international quality standards and offer long-term warranty, I see this key factor to differentiate our product from the competitors.

I am planning to run an awareness campaign that will garner consumer focus and establish brand significance in customer minds and reach different target audiences. My targeting will mainly be the upper and middle class customers.

My requirements
What should be my campaign theme and what sort of tactics/tools should I use to market products?

Thanks

Shez



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RESPONSES

  • Posted by Jay Hamilton-Roth on 1/10/2012 at 1:18 PM Accepted
    Before you start your campaign, have you validated your hunch about the key decision-making factor? If not, see if your prospects care significantly about the standards/warranty vs. your cost. And these opinions may vary significantly from region to region.
  • Posted by marketbase on 1/10/2012 at 9:15 PM Accepted
    Durability and replacement costs are factors to consider when determining your campaign. Purchase price expressed as x$ per year (over realistic lifespan) could help differentiate from competitors. Few, if anyone, looks forward to spending $ to replace such utilitarian items. Just a thought.
  • Posted by michael on 1/19/2012 at 12:03 PM Accepted
    Shez,
    These are long use products so it's harder to talk about replacement cost....assuming that the cheaper stuff on the market will last a relatively long time.....15yrs vs 25yrs.

    Looking at your target market, are they mobile? Do they remain in the home long enough for this to make a difference?

    Also, not clear if customer are buying retail or wholesale.

    Michael
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