Marketing is NOT demand generation.
Demand generation is just the end result!
When you’re working in a blue ocean it’s about demand creation!
And then you’re working in a red ocean it’s demand snatching! From competitors!
It’s creating ‘the change in peoples’ minds and habits‘ that leads to demand generation!
Fighting to generate demand is like treating the temperature and not fever.
It’s like applying ice instead of taking paracetamol!
Let’s look at one of the most popular examples –Coca-Cola
What’s the role of marketing for Coca-Cola?
To get people to buy more Cola?
NO! that’s the end result!
The role of marketing for Coca-Cola is to get people to think of Coke when it’s hot and they’re thirsty!
The moment you start thinking of coca-cola instead of cold water or rooh afza or our own desi ‘Nimbu paani’ the job of marketing is done!
The demand will be automatically generated once that has happened!
This applies mostly to blue Ocean products and services.
In a red ocean with an established product and multiple successful competitors, the demand is already there!
The habits are already there
And marketing then becomes the game of becoming the preferred choice!
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