No, no, and no, it is not luring people to buy the products; please wake up that is what they do for a living. So, what are the biggest sins of marketers?? The sins are assuming and thinking that they can have it all.
Assuming is a big bold no in marketer dictionary, how could you assume something will go well as you plan? No one in this world has the ability of predicting the future {even though some make it as jobs, we as MBA students are pretty realistic here}. As a marketer, data has highest value in the job. The demographic condition, customer trend even the climate pattern and tradition are more reliable than assuming things without basis. So, like what we all said in previous articles, find the most reliable and valid data out there. Use all your research tools to analyze the pattern from this data then create your amazing marketing plan. Realistically speaking, if assuming can lead to a success then every product in the market should be able to tell a success story, nonetheless, the reality is far from that.
The second biggest sin with the highest level of temptation is targeting mass market. Like stated above, you cannot have it all in this life, it is either choose A or B, C or D and so on. Nevertheless, large audience true is tempting, but the product will go nowhere if targeting this market. For one, there will be a confusion of who is the right customer for the product. Next, the product will face many competitors because of their wide range of target market. Just learn from Pond’s mistake. It is a strong facial skin care brand; however, we all know what happened when they decided to diversify the product by adding hand body to the product portfolio in Indonesia. Ponds hand body proves that even strong brand from big company cannot have all of the market.
Now, you already read this article right, this article might not sound so serious but important enough for you to not fall into these two sins.
written by Claudya
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