How easy life could get for marketers, if they could really understand consumers better than consumers themselves do. In many cases, it has been evident that consumers don’t know what they want or even what is possible. For example, even 20 years ago, how many consumers would have asked for now-commonplace products like cell phones, i-pods, digital cameras, 24 hours online buying facility?
Such situations call for customer-driven marketing – understanding customer needs even better than customers themselves do and bring out products that meet most existing needs and more importantly the latent needs. This has been proven repeatedly by the world renowned organization, known for its persistent innovative abilities – 3M.
Officially known as the Minnesota Mining and Manufacturing Company, has gotten people to believe that failures indeed do not indicate 'ceasefire'. The mention of the phrase ‘3M has indeed, stumbled into some products’ by CEO Richard O. Carlton again exemplifies their flair in creativity that has fetched them consumers from almost every country accepting their products which were even considered to be gratifying the latent needs of consumers world over.
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