Using new innovations in the field of marketing
Today, many marketing managers make many changes, innovations in products, services, instead of capturing market share gained create a new one which will implement its strategies, plans. Lateral marketing begins with a product or service. This may seem strange since the theme of marketing is to think of people not products. But the reason for this is that creativity comes from concrete things.
Lateral marketing calls you have to focus less on the problem of how to sell more products and adopt a more creative thinking. This is taken into account as expressed summarized. com., normally, marketing has focused on attracting more customers by making small variations of the same product. The problem with this strategy is that too segmented, markets become too small for them to be really profitable.
In this connection the question arises: What to do? It indicates that a solution is to create and capture new markets altogether. But this is only possible if you create new products and services, ie, if it innovates. So, we should focus less on the problem of how to sell more products and adopt a more creative thinking.
It should also consider that given the dynamics of the scenarios where companies have a proactive involvement with a lot of innovation, the life cycle of products is short and where you should be aware of the innovation to make way creativity to generate further changes in the products to be demanded and consumed by consumers.
It is considered that the number of competing products has increased significantly. In the United States in 1975 there were approximately 31,000 new patents while in 2000 the number of patents increased by 300%. In countries like England or Germany, growth was over 600% over the same period. As a result, markets are increasingly populating new products and becomes more difficult to compete.
To this is added also that it is cheaper to replace than repair. Repair a product costs many times more expensive than buying a new one. This causes consumers to buy a new product, consider the alternatives available to increase the chances that you change brands. The markets are very fragmented. The desire to position products in different segments of consumers have created increasingly smaller markets. They are so small that their profitability is often threatened.
The minds of consumers is increasingly saturated. Get space in the mind of consumers is becoming increasingly difficult. The number of messages has increased in the same way that the amount of available products. Consumers have developed barriers to defend against this situation. As a result, it is very difficult to capture the attention of consumers and to remember our offer.
To overcome this indicate Kotler and Trias de Bes, Lateral Marketing in his work, which will consider the application of lateral thinking techniques developed by Edward De Bono Lateral Thinking in his book (1970).
Just to generate new innovations are suggested:
1. Select a product currently marketed in the market, analyze product-level itself, the target market and marketing mix that is applied.
2. Think laterally and would replace this product if any of the
component parts, or invested, or deleted, or exaggerate or rearrange. They may also think changes in the market that is pointed at the time the product is used, or the reason for which the product is used, or the reason for which the product is used. Factors may ultimately change the marketing mix such as price, the way it distributes the product or the way you communicate. Many of the ideas may be absurd.
3. Then we must begin to consider whether some of the ideas may have value for the consumer and how they can become reality. The potential of this process is very significant. As a result of lateral marketing have emerged ever imagined products such as cereal bars, chocolate eggs with surprise (combination of toy candy) or 7-Eleven stores in Japan that sell products 24 hours.
Finally take into consideration what brings. A good example of the application of lateral marketing is the development of new products such as honey sticks, nuts, milk and cereals, a fast alternative to traditional cereal with milk, or new business concepts such as “cybercafes” , or the location of supermarkets at petrol stations. Lateral marketing also involves using old products in new ways, for example, Bayer aspirin promote a system for preventing heart attacks, or use apples on the tables of the hotel lobbies as a way to welcome guests.
Lateral marketing does not replace the current structures of segmentation, targeting and positioning, but aims to expand the vision of marketing beyond the logical and sequential process in which it is based, through the incorporation of creative thinking. According to the authors explain in the book, “Lateral marketing complements the traditional marketing through an alternative route to generate new ideas.
While the vertical marketing helps us to increase the subgroups to be targeted a product, the marketing side can develop new products that will enable us to reach an audience much more important. “
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