The Reverse of Marketing=de-Marketing...Yes... de-Marketing

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De-Marketing

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Article Submitted By

|Kunal Majumder |kunalmajumderpgdm@gmail.com +91-8420609097 | |College | | |Email-iise@iiseindia.com | |

Course: Post Graduate Diploma in Management

Institute: International Institute for Special Education, Lucknow

Batch-2010 -2012

The Reverse of Marketing=De-Marketing...Yes... De-Marketing

“If you can’t say who your customers aren’t, most probably you can’t say who your customers are”

- Mary Frances Luce, a marketing professor at Duke University

De-marketing

De-marketing, the methods that have been used to reduce market demand for a particular item or product. De-marketing usually involves the alterations of marketing mix variable to affect lesser demand when it is bigger than an organization can or able to tackle the situation. Oftentimes, de-marketing methods involve raising prices, reducing advertising and promotion expenditures, or deleting product benefits.

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Marketing Mix (4P) in De-marketing

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Strategic De-marketing Model
Let us take an example of a fmcg product like soap, the company like P&G wants to de-market it. What will be their strategy? Strategy is simple, just manipulating the 4P’S of marketing.

Explanation of the Strategic De-Marketing Model

Product

Restrict availability of that particular soap in the market, increase availability of soap-surrogate (e.g., body wash gel), and highlight product harm (product elaboration).

Z1-A-product elaboration negatively affects consumers' attitude toward the soap company on a temporary basis.

Z1-B-product elaboration positively affects consumers' intention to quit consuming the product on a temporary basis.

Z1-C-product elaboration negatively affects consumers' attitude toward soap product or any related product on a temporary basis.

Price

Increase taxes, Increase pricing of soap product by company to discourage them from buying (price elaboration).

Z2-A- Price elaboration does not affect consumers' attitude toward the soap company on a temporary basis.

Z2-B- Price elaboration positively affects consumers' intention to quit consuming the product on a temporary basis.

Z2-C- Price elaboration negatively affects consumers' attitude toward soap product or any related product on a temporary basis.

Place

Decrease consumption spaces, Decrease distribution space, Impede purchase of particular soap brand, no sales to minors Z3-A-Place elaboration does not affect consumers' attitude toward the soap company on a temporary basis.

Z3-B- Place elaboration positively affects consumers' intention to quit consuming the product on a temporary basis.

Z3-C- Place elaboration negatively affects consumers' attitude toward soap product or any related product on a temporary basis.

Promotion

Promote body wash gel using health themes, Decrease advertising space for particular soap product, Mandatory warning labels(promotion elaboration).

Z4-A-Promotion elaboration does not affect consumers' attitude toward the soap company on a temporary basis....
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