If the first stage of marketing is to make sure you have a right product, which is desirable and it is easily available then the next step can be how to build on such a market. What does a consumer need? Does he need an unique experience or does he need his expectations to be fulfilled.
It is a tricky situation because designing unique experience requires investment in manpower, technology, operations, and other logistical management.
But just providing satisfaction to a consumer can lead to the brand being a me too as it is not unique.
For example today Pepsi is coming out with Pepsi Max its new zero calorie drink or Intel is coming out with Atom after a hugely successful Core and Pentium . One might say that these are just examples of product innovations are they are not unique experiences. But isn't unique experience something never seen before/felt before. So doesn't it fall under the domain of innovation.
By Ninad Tatke
It is a tricky situation because designing unique experience requires investment in manpower, technology, operations, and other logistical management.
But just providing satisfaction to a consumer can lead to the brand being a me too as it is not unique.
For example today Pepsi is coming out with Pepsi Max its new zero calorie drink or Intel is coming out with Atom after a hugely successful Core and Pentium . One might say that these are just examples of product innovations are they are not unique experiences. But isn't unique experience something never seen before/felt before. So doesn't it fall under the domain of innovation.
By Ninad Tatke
