I always believe that if you have something to sell you
must be able to answer a simple question – Why should my target customer spend
his hard earned money to buy my product? – The question appears simple but the
answer may not always be so; the marketer must give the target customer a good
reason to buy if his ad campaign has to work. In a highly competitive situation
there are several players making similar claims and all or most competing
brands are capable of satisfying the needs of the target consumer equally well
because there might be no significant differences in the physical and
functional attributes of products of competing brands. In such a situation
marketers go beyond the physically characteristics or functional aspects of the
product in question and position the brand/product on entirely different
platforms – lifestyle, aspiration, pride, fear and many more or in other words
take the emotional or psychological route. In this post I would like to discuss
the advertising of two deodorant brands – Fogg and Axe.
