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THURSDAY, APRIL 01, 2010

Marketing Strategy : After Marketing

What Wi ll You Do After Marketing

Originally published here at adclubbombay.com

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

Usually after-marketing activities are broadly understood as after-salesservice. After-Marketing is more than the service support that is givenafter-sales. In the case of a product that needs service support likeautomobiles or in the business marketing, after sales service is a relevantand forms a major component of After-Marketing.

But in the case of a product like soap, there is no scope for after-sales servicebut there is a scope for after-marketing activities. While traditionalmarketing emphasis on activities till the sale is done, after-marketingstrategies starts after the sales are made. These activities will take the

simple transaction of buying and selling to the next level of relationshipmarketing. A relationship between the buyer and seller will depend a lot onwhat the seller does after the order is signed.

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

Define the After-Marketing Activities

The first step in After- Marketing is the recognition of the fact that sale is notthe end of the relationship but a beginning of a relationship. And relationshipis more than repeat purchases. In the case of business to businessrelationship, the after-marketing activities are marked by continuous follow-up by the sales department. In the case of a consumer product whichrequires service support like a TV or an automobile, the after-marketing

activities include the product service support given by the company. Inthese cases, after marketing activities are clearly defined and obvious.

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

Sunsilk expects its consumers to visit their website and participate indiscussions and exchange their ideas with the company. The brand has aclear understanding about what it expects the consumers to do after theyhave used /interacted with the brand. Sunsilk through its website also offersmuch information to the consumers about hair-care and solving hair-relatedproblems. Thus there is a continuous connection with consumers over andabove the transaction of buying a shampoo. This is a planned process thatincludes investment of resources on the part of the brand to connect with the

Harish B

Marketing Evangelist in a Business

School.Assistant Professor,Ex-

advertisement sales person. Re-

learning management at IIMK as astudent.The views expressed are my

own and not of the organisations I am associated

with.All Trademarks and brands are the property of

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7/29/2019 Marketing Practice_ Marketing Strategy _ After Marketing

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13/13 Marketing Practice: Marketing Strategy : After Marketing

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Posted by Harish B at 2:09 PM

Labels: Best Marketing Practice, Dettol, Marketing Fundamentals, Marketing Strategy

consumers.

Take Initiat ive to Connect

After-Marketing activities can be of two ty pes Active and Passive. Activeafter-marketing involves reaching out to the consumers and encouragingconsumers to interact with the company. Fastrack brand has a presenceacross various social marketing sites like Twitter through which the brandtries to connect with its existing and potential consumers.

Recently Dettol ran a high profile advertising campaign asking their existingconsumers to narrate the various purposes for which they use Dettol.Consumers use Dettol for disinfecting floor, wash the wounds, disinfect thediapers, use it during bathing etc. These insights helped Dettol to run acampaign highlighting the multiple uses of Dettol.

Passive activities are where the brand expects consumers to initiate aconnection. Having a toll free number printed on the back of the pack is apassive after-marketing activity while running a contest for consumers tocall the company and suggest ideas is an active effort.

After-marketing activities also is aimed at providing a complete experienceto the consumers about the product. The success of a product lies in how wellthe consumer is able to derive maximum from the product. So the marketershould ensure that the consumer use the product completely and thus gainsmaximum utility from the product.

Take the example of a mobile phone. Now mobile phones are loaded withapplications and features and it is often found that consumer seldom uses themany applications in their phones. Unless the consumer fully uses thefeatures, a complete product experience cannot be guaranteed. After-Marketing activities can be planned to equip the consumer to fully use theirproduct. Easy to read manuals, education of consumers by the sales peopleon the features, web based support etc can be initiated so that the consumergains the maximum usage from the product.

After Marketing is not try ing to sell more. The frequent SMS that is sentto the subscribers by the cellular service providers announcing various offersand schemes often creates irritation because the intention is to sell more.The timely delivery of bills, reminders,acknowledgement of paymentreceived act as good after-marketing activities because the intention is tohelp the consumer.

Create Loyalty by Sharing

Consumers want solutions not products and marketers have to rise abovethe products to solve the consumers problems. A soap marketer can be asolution provider for hygiene /skin care related problems by sharinginformation about hygiene and skin care. A toothpaste marketer can be asolution provider of dental related issues and problems through informationsharing. Colgate through its website is offering lot of information aboutdental care and dental hygiene.

In this era where competitors can copy every possible product/servicefeatures, after-marketing activities provide an opportunity to create ameaningful differentiation for the marketers. Although these activitiesrequire investment of resources , in the long term ,after-marketing activitieswill define the extent of consumer loyalty commanded by the brand.

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4 comments:

dean graziosi 8:34 AM

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.

Reply

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