By Raul Bernardino
Introduction:
The
marketing products to be sustainable we have to think how to continuously ‘fulfill
customers desires and needs more effectively and efficient than competition’, Armstrong and Kotler (2010, P.608). In
other word by satisfying the customer’s needs now or in short term period, it
does not necessary means it serves the best interest of the customers or the businesses
in the future or in the long run. Therefore marketers have to think
strategically for the business performance and customer satisfaction in the
future generation.
For example McDonald in his early decision
to sell the fast food products were not well designed to entry the markets. It
was satisfying it is customers in the short period of the time including it has
sale profit to the company as well. However, later McDonald company safer or got
a lot of critics from the society where the customers were complaining that it
was damaging their health, fatness epidemic, and environment. The customers
were looking for alternative healthy food option for the fast food. The
McDonald strategy was not sustainable to benefit customers and business.
In the recent years, McDonald did a
research and changed the strategy to be more focusing on diversifying it owns
products with healthier environment including use low fat meat, use salad,
fruit, low fat milk, and use healthier cooking oil. With the societal marketing
concept in which to consider the welfare of the customers in the future,
McDonald also did an educational campaign to help it owns customers to live in
balance of the lifestyle.
As a person in the marketing department
who is responsible for unsafe product to re-entry in to the market what would
be my strategy. First of all I have to build a solid team to make a
comprehensive research and found out what the root of the problem was and how
to overcome the problems. Second step is consulting the fact and alternative
solutions with the products developer. It is including to putting the quality,
healthy, safety, and friendly environment as the standard of the product. Once,
the industry or company of the products is agreed to comply with the standards,
the marketing team have to design the strategy to educate new customer and old
customers that has bad experienced with the product. This has to start with
small group, from the relatives that we know and they the relatives are also
knew that product has improved the quality, healthy, safety, friendly
environment and met the standard. This piloting campaign has to take several
months in to the market in order to do a market penetration including gaining customer’s
confidence towards to the product. It is also important to involve legal,
health, and environment authorities during the educational campaign.
In Timor-Leste constitution in the section
53 it is stated that the consumer has right good quality of goods and services
including having trustful information on the product, healthy, safety, and etc.
The advertisement or campaigns of the products have to complain with the law.
Once, the product gains the customers
confidence, it is the time to readjust the feedback from customer in to the
product without compromising to lose the quality, health, safety and friendly
environment. The launching of the products to re-entry the market has to think
the additional cost to the product price. In my personal I do think it good
have long term break event rather than short term, because it just re-entry to
the market and the team marking has compensate price to gain more customers.
Reference list:
·
Armstrong, G. and Kotler, P. (2010) Principles of marketing,13th edition, Global edtition: Prentice
Hall, Ch 20, P.608-609
·
Lecture notes: PRNMKT_week2_lecture
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