" The Promises of Marketing "

It’s been a long time since I came up with my last post. Sorry for such a long gap, The last 1 and half months had rolled my mind off in the search for a topic on my post which landed me now on “ The promises of Marketing”.  Starting from the FMCG to consumer durables whatever the segments may be,  The success quotient is fully dependable upon the promises the manufacturer and the marketer hold to their product or service . The promise may be related to the product attributes , customer  relations or supply chain etc. The manufacturer have their worst time when they fail to fulfill their promises which they had as their core in promoting their products or services. If this is the case in FMCG, the consumers would have given a straight slap immediately opting for the competitor brand. But this is not the scenario with other sectors. Since in FMCG ,people have a endless choices in going for brands where in other sectors like consumer durables ,people are restricted to brands and their products . In most cases the consumers gets dissatisfied with the brand is when the mode of  transaction is processed through a Marketer especially on Business to consumer segment. I am not pointing at all the marketing personals but there are some exceptional  marketers working with automobile and banking sector whom I came across in the past few months directly and through my surrounding circle , where their attitude towards marketing seemed to be shocking for me.  As a marketer they work on all the modes in capturing the customer , But they way they proceed seems to be negative, since they put forth promises which they eventually know is just for a sake , and the consumer believes the marketer as they have him as the wholesome representation of the brand. Marketers in general have a the specific advantage of convincing abilities. But these people make use of it in the wrong side. We can’t blame the consumers for opting to these people as our Indian customers  have their characteristic  impatience in getting the products or services quicker and better than others. And these marketers make use of these perfectly and get their job done.  Once the initial startup processes are over and as the customer gets into the circle of their business, the total scenario changes where the words holded by the marketing personal goes flying the air. And in the case of abundant pressure by the consumer, these people just pass on the blame over the manufacturer and try to showcase them as still genuine. Incentives are generally paid to these personals as to increase their sales performance but they change the objective to earn more incentives ahead of their monthly pay which is not wrong unless all their customers are satisfied over the process, but it’s not the case. At the end of the day these marketing personals would have qualified for entitling their incentives which is their ultimate goal. I don’t blame them for this but they way they choose to move ahead with false promises will surely create a negative impact on the brand as a whole in the perspective of the consumer. The managements should have a note of all these rather than just moving  in their own way of just making the sales and after sales services. CRM is not  just by the mean of after sales services or taking care of the customer once he is part of the product family, NO.. It should be initiated rite from the beginning well from the start process of the business. The marketing personals should also be capable in maintain the CRM and not only till the customer gives his business and CRM flies away with house flies .Though our economic growth is sky rocketing and the demand is moving on High pace it should not  be taken as a negative sign as if one customer goes there will be another one to come .That’s not the attitude since one customer is a small number where he has a effective tool of brand publicity with him termed “word of mouth” which can thrash the inflow of consumers over the period of time if so its negative. The managements should work on audits over the sales made by their personals and should work on maintaining the CRM directly with consumers by addressing the grievances with full effect . The promise made by the brand as a whole should be fulfilled over the interest of benefiting  the consumers rather than benefiting the individuals to make money. Since at all promise is not a joke.