The philosophy of De-marketing

Well, most marketers would consider this concept of De-marketing to be a devil task and a drastic step to take, especially to those who treat consumers as not just kings but as gods who eventually make the marketers' wallets feel heavier. Is that a fact that all consumers actually swell profits, well the answer in this present era is apparently no – In one of my previous posts I had elucidated on demon consumers and their predominant nature of bargaining, returning of products for a lesser price and selling the same at a profit would not only increase costs for the marketers but also reduce the angel consumer base - who do the exact opposite of what demons do and this (consumers eating away profits) evidently is due to marketers finding it difficult to satisfy both categories of consumers.

The evolution of de-marketing is a solution to this problem along with many other problems that it is intended to decipher. Demarketing strategy is able to be implemented in various forms such as - keeping close attention on time requirements of different customers or clients. Demarketing can be expressed as a rationing supplies by differentiating customers on an equitable basis. The third strategy of demarketing is explained as recommending to customers to utilize a substitute product temporarily in terms of demarketing. The final demarketing strategy is to divert a customer with a spontaneous need or requirement for the item to another customer in which the company or firm has already supplied or provided the item recently and who the customer is unlikely to use the item until a certain period of time in the future.

De-marketing can as well be used as a device to decrease or reduce total demand, or types of demand and uses in relation to a particular stage of supply. Once a firm acknowledges that demarketing is a must, then all the marketing approaches can be applied. Marketing has been suggested as important to the dilemma of decreasing demand as well as to the dilemma of increasing demand. Demarketing should not be classified as mere marketing in the opposite side where the 4P's of the marketing are used to reduce demand. If demarketing is implemented appropriately, then firm will be able to enjoy a viable future and a more secure, predictable short run.

There would exist a thin line between retaining a loyal consumer and loosing one, de-marketing must be given an appropriate shape by marketers not to cross this line and end up loosing the profitable consumers in the struggle of driving away the unprofitable cribbing consumers