Definition of a Consumer Challenge

Marketers Strategize a Consumer Challenge

Any challenge is an uphill climb whether it's in a marathon or in consumer marketing that tests the mettle of the climber. The challenges in marketing relative to the consumer are as many and varied as their solutions. While the battle may be waged among corporate giants, the prize is a larger, stronger consumer franchise. The goal of the marketer is embrace symbolically the tenets of the Solemnity Prayer, that is, to have" the courage to change those consumers that will change and the wisdom to know the difference."

New Entries into Established Categories

New products often face consumer hurdles related to their early adoption and sustained usage. New products that represent a radical departure from the category norm can be particularly challenging. Purex Laundry Detergent recently introduced a new complete 3 in 1 sheet delivery system with detergent, fabric softener, and anti-static aids all in one.

Purex has had to use sampling to generate trial for this radical new product. Perhaps it's low versus high consumer involvement emotionally in the category. Perhaps the Purex product might have fared better if it had come from the Tide brand. Whatever it is, the marketing manager of Purex must determine how to overcome this challenge or fail in the marketplace.

Mature Products

Older, established products often face challenges to remain viable in consumer minds in the face of newer product entries. Tide Detergent is an old brand that has not only remained viable and has pushed the price point for laundry detergent into realms unheard of for the category. Tide continues to innovate, is recognized as the preeminent category leader, and continues to keep its brand in front of consumers through advertising. Meeting the challenges as a mature product with more than enough marketing life ahead.

Category Leadership

One of the greatest challenges a marketer can face is to take on the category leader. Pepsi-Cola has been in a war with Coca-Cola over the dominance of the soft drink category. Over the years, Pepsi has tried its famous consumer taste tests "The Pepsi Challenge", the use of major celebrity endorsers from Michael Jackson to Michael J. Fox and big budget advertising but they continue to be the number 2 cola brand (despite winning in the taste arena!) and despite Coke's blundered changing of their formula to taste more like Pepsi. Coke established its dominance decades ago and Pepsi has yet to find the magic formula to unseat the leader.

New Technology Launches

The consumer market's appetite for new technology has lowered the hurdle for new technology products. Products like Apple Computer's iPhone and iPad while dramatically different from available options have consumers anxiously awaiting their day of availability and lining up in front of stores for a chance to spend hundreds. Why their immediate acceptance? Perhaps Apple's outreach to niche consumers, technophiles, generates the buzz they need to propel these new technology products beyond mere curiosity into must-haves. Knowing whom to target makes Apple successful.

Fickle Finger of Fries

Another famous rivalry for consumer favor has been between the big fast food giants, McDonald's and Burger King. Perennially, No. 2 Burger King has overtaken McDonald's in the past several years. It started with a new French Fry recipe from Burger King helped along by some new product and advertising messaging floundering on the part of McDonald's, but Burger King challenged the leader and now after more than 30 years, is winning.

References

• New Coke