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1/13/13

Marketing Practice: Marketing Strategy : After Marketing

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1/13/13 Marketing Practice: Marketing Strategy : After Marketing SShhaarree 0 More <a href=Next Blog» Create Blog Sign In M M a a r r k k e e t t i i n n g g P P r r a a c c t t i i c c e e World's Largest Online Resource On Indian Brands. Consumer Behavior Journal www.ijbmi.org Find High Quality Consumer Behavior & Psychology Journals. Visit Now! But in the case of a product like soap, there is no scope for after-sales service but there is a scope for after-marketing activities. While traditional marketing emphasis on activities till the sale is done, after-marketing strategies starts after the sales are made. These activities will take the simple transaction of buying and selling to the next level of relationship marketing. A relationship between the buyer and seller will depend a lot on what the seller does after the order is signed. For a product like soap or a shampoo, there is no scope for after-sales support. Hence the marketer has to define the concept of after-marketing. This includes what the brand should do after the selling is done and also what it expects the consumer to do after he has bought the product. Sunsilk expects its consumers to visit their website and participate in discussions and exchange their ideas with the company. The brand has a clear understanding about what it expects the consumers to do after they have used /interacted with the brand. Sunsilk through its website also offers much information to the consumers about hair-care and solving hair-related problems. Thus there is a continuous connection with consumers over and above the transaction of buying a shampoo. This is a planned process that includes investment of resources on the part of the brand to connect with the The first step in After-Marketing is the recognition of the fact that sale is not the end of the relationship but a beginning of a relationship. And relationship is more than repeat purchases. In the case of business to business relationship, the after-marketing activities are marked by continuous follow- up by the sales department. In the case of a consumer product which requires service support like a TV or an automobile, the after-marketing activities include the product service support given by the company. In these cases, after –marketing activities are clearly defined and obvious. Marketing in conventional sense has been defined as the process where organizations and individuals satisfy their needs and wants by creating and exchanging offerings of value. After -Marketing is a term that denotes the activities that a firm undertakes after the sale is completed. Usually after-marketing activities are broadly understood as after-sales service. After-Marketing is more than the service support that is given after-sales. In the case of a product that needs service support like automobiles or in the business marketing, after sales service is a relevant and forms a major component of After-Marketing. While After-Sales Service activities are applicable to products and services that require service support, After-Marketing is applicable for all products and services. Marketing Strategy : After Marketing Define the After-Marketing Activities Originally published here at adclubbombay.com What Will You Do After Marketing THURSDAY, APRIL 01, 2010 learning management at IIMK as a student.The views expressed are my own and not of the organisations I am associated with.All Trademarks and brands are the property of their respective owners. Marketing Evangelist in a Business School.Assistant Professor,Ex- advertisement sales person. Re- View my complete profile FOLLOW BY EMAIL SUBSCRIBE TO Comments Submit ABOUT ME Harish B Posts Email address... marketingpractice.blogspot.in/2010/04/marketing-strategy-after-marketing.html 1/4 " id="pdf-obj-0-11" src="pdf-obj-0-11.jpg">

World's Largest Online Resource On Indian Brands.

www.ijbmi.org

Find High Quality Consumer Behavior & Psychology Journals. Visit Now!

But in the case of a product like soap, there is no scope for after-sales service but there is a scope for after-marketing activities. While traditional marketing emphasis on activities till the sale is done, after-marketing strategies starts after the sales are made. These activities will take the simple transaction of buying and selling to the next level of relationship marketing. A relationship between the buyer and seller will depend a lot on what the seller does after the order is signed.

For a product like soap or a shampoo, there is no scope for after-sales support. Hence the marketer has to define the concept of after-marketing. This includes what the brand should do after the selling is done and also what it expects the consumer to do after he has bought the product.

Sunsilk expects its consumers to visit their website and participate in discussions and exchange their ideas with the company. The brand has a clear understanding about what it expects the consumers to do after they have used /interacted with the brand. Sunsilk through its website also offers much information to the consumers about hair-care and solving hair-related problems. Thus there is a continuous connection with consumers over and above the transaction of buying a shampoo. This is a planned process that includes investment of resources on the part of the brand to connect with the

The first step in After-Marketing is the recognition of the fact that sale is not the end of the relationship but a beginning of a relationship. And relationship is more than repeat purchases. In the case of business to business relationship, the after-marketing activities are marked by continuous follow- up by the sales department. In the case of a consumer product which requires service support like a TV or an automobile, the after-marketing activities include the product service support given by the company. In these cases, after –marketing activities are clearly defined and obvious.

Marketing in conventional sense has been defined as the process where organizations and individuals satisfy their needs and wants by creating and exchanging offerings of value. After -Marketing is a term that denotes the activities that a firm undertakes after the sale is completed.

Usually after-marketing activities are broadly understood as after-sales service. After-Marketing is more than the service support that is given after-sales. In the case of a product that needs service support like automobiles or in the business marketing, after sales service is a relevant and forms a major component of After-Marketing.

While After-Sales Service activities are applicable to products and services that require service support, After-Marketing is applicable for all products and services.

Marketing Strategy : After Marketing

Define the After-Marketing Activities

Originally published here at adclubbombay.com

What Will You Do After Marketing

THURSDAY, APRIL 01, 2010

learning management at IIMK as a student.The views expressed are my own and not of the
learning management at IIMK as a student.The views expressed are my own and not of the
learning management at IIMK as a
student.The views expressed are my
own and not of the organisations I am associated
with.All Trademarks and brands are the property of
their respective owners.
Marketing Evangelist in a Business
School.Assistant Professor,Ex-
advertisement sales person. Re-
View my complete profile
FOLLOW BY EMAIL
SUBSCRIBE TO
Comments
Submit
ABOUT ME
Harish B
Posts
Email address...

1/13/13

Marketing Practice: Marketing Strategy : After Marketing

consumers. BLOG ARCHIVE ► ► 2013 (1) Take Initiative to Connect ► ► 2012 (49) After-Marketing
consumers.
BLOG ARCHIVE
2013 (1)
Take Initiative to Connect
► ► 2012 (49)
After-Marketing activities can be of two types – Active and Passive. Active
after-marketing involves reaching out to the consumers and encouraging
consumers to interact with the company. Fastrack brand has a presence
across various social marketing sites like Twitter through which the brand
tries to connect with its existing and potential consumers.
2011 (81)
▼ ▼ 2010 (126)
► ► December (7)
► ► November (8)
► ► October (10)
Recently Dettol ran a high profile advertising campaign asking their existing
consumers to narrate the various purposes for which they use Dettol.
Consumers use Dettol for disinfecting floor, wash the wounds, disinfect the
diapers, use it during bathing etc. These insights helped Dettol to run a
campaign highlighting the multiple uses of Dettol.
► ► September (8)
► ► August (10)
► ► July (10)
June (9)
► ► May (12)
Passive activities are where the brand expects consumers to initiate a
connection. Having a toll free number printed on the back of the pack is a
passive after-marketing activity while running a contest for consumers to
call the company and suggest ideas is an active effort.
▼ ▼ April (14)
Brand Update : LMN - Changing Brand
Positioning
DelMonte Sauce : Taste Like Never Before
After-marketing activities also is aimed at providing a complete experience
to the consumers about the product. The success of a product lies in how well
the consumer is able to derive maximum from the product. So the marketer
should ensure that the consumer use the product completely and thus gains
maximum utility from the product.
Marketing Strategy : The Difficult Task of
Differe...
K Series Engines : Leaner Meaner Fitter
Marketing Strategy : The Art of Story Telling
Brand Update : Accenture
Take the example of a mobile phone. Now mobile phones are loaded with
applications and features and it is often found that consumer seldom uses the
many applications in their phones. Unless the consumer fully uses the
features, a complete product experience cannot be guaranteed. After-
Marketing activities can be planned to equip the consumer to fully use their
product. Easy to read manuals, education of consumers by the sales people
on the features, web based support etc can be initiated so that the consumer
gains the maximum usage from the product.
Danone Choco + Milk : Chocolate Smoothie
Brand Update : Knorr
Marketing Strategy : How to Brand a
Commodity
Brand Update : Bajaj XCD RIP ( 2007-2010)
Marketing Strategy : The Logic of Brand
Extensions...
Brand Update : Slice
After –Marketing is not trying to sell more. The frequent SMS’ that is sent
to the subscribers by the cellular service providers announcing various offers
and schemes often creates irritation because the intention is to sell more.
The timely delivery of bills, reminders,acknowledgement of payment
received act as good after-marketing activities because the intention is to
help the consumer.
Wipro Smartlite : Savings Account
Marketing Strategy : After Marketing
► ► March (14)
► ► February (13)
► ► January (11)
Create Loyalty by Sharing
► ► 2009 (176)
Consumers want solutions not products and marketers have to rise above
the products to solve the consumer’s problems. A soap marketer can be a
solution provider for hygiene /skin care related problems by sharing
information about hygiene and skin care. A toothpaste marketer can be a
solution provider of dental related issues and problems through information
sharing. Colgate through its website is offering lot of information about
dental care and dental hygiene.
► ► 2008 (164)
► ► 2007 (215)
► ► 2006 (166)
► ► 2005 (33)
SEARCH THIS BLOG
In this era where competitors can copy every possible product/service
features, after-marketing activities provide an opportunity to create a
meaningful differentiation for the marketers. Although these activities
require investment of resources , in the long term ,after-marketing activities
will define the extent of consumer loyalty commanded by the brand.
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Labels: Best Marketing Practice, Dettol, Marketing Fundamentals, Marketing Strategy
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I always like to visit this blog to get more knowledge about various brands.This is
something different topic to know about After Marketing.I like that you have also given
some brand names and their marketing strategies.
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