Monday, 11 July 2016

Is This How Marketing Works?

Before I go any further I want to say I have NO marketing experience, have never worked in the marketing department of any company nor have I worked in advertising. This is how my imagination sees a new product being launched. The product we are talking about is toothpaste. I will not identify the brand or the product within that brand, but the following is based on something I bought.

Around a table representatives of Research and Development Department and Product Support are
gathered to discuss the pricing and benefits of a new product.

PS: It’s great to have a new product to add to our range of twenty different types of toothpaste. Please tell us about this one. What is special about it?

R&D: This is our latest Super Duper, cure all problems, toothpaste.

PS: Great. What is so special about it?

R&D: It does everything the other toothpastes do but better. So we can charge more.

PS: Does it cost more to produce?

R&D: Well, actually, no. It’s pretty much the same.

PS: That’s no good, we have to have a fairly legitimate reason for charging more.

R&D: We solved this by asking our packaging supplier to come up with a new type of top. Instead of a simple flip cap, or a screw top with a pull-off piece of foil over the opening, they have made a sealed cap that needs to be inserted into the lid to release the seal the first time it is used.

PS: Ah! Like one of those tops that needs to be pierced.

R&D: Oh, no. this is much more complicated. The cap has a serrated edge to it which you insert into the top of the cap to match up with inverted serrations which you then twist to remove the seal.

PS: I see. And we tell the customers how this works on the packaging?

R&D: No need for that, we need pretty pictures on the packaging to show how clever the toothpaste is at cleaning your teeth and preventing sensitivity.

PS: And for this we can charge more?

R&D: Yes, the tops are more expensive to make as they need twice as much plastic for a start, let alone the engineering involved in making the serrations and the release mechanism.

PS: Great. Because it is more expensive customers will realise it is a better product. It is a better product, isn’t it?

R&D: Well, it’s toothpaste. It does pretty much the same as any toothpaste if used correctly. Seeing as how most people don’t use toothpaste correctly, it doesn’t really make that much difference. But we can charge more for it and that will increase company profits.

PS: It says in the test results that some people have complained that they have a strange sensation in their mouths after using it.

R&D: Probably down to the chemicals in it. But we can use that to say that it gives a tingling fresh feel to your mouth after use. People are suckers for gimmicks like that. Most toothpastes don’t leave you feeling anything, but if your mouth is tingling after use you know you have done a good job!

PS: Brilliant. So let me just recap. We have a new product that isn’t really any different to the twenty other products we already have, which costs the same to produce but has more expensively engineered packaging so we can charge more and which leaves a chemical reaction in the mouth after use which we can explain away as a magic formula for showing the toothpaste has worked. Great. Can’t see any problem there. Let’s go for it and start getting the marketing people involved!