Question

Describe what global marketers can do and what issues might they need to address in their marketing planning to launch a new product in a national market that traditionally resists change.

Answer 1

Issues faced while launching a new product in a conservative market: Though a major target audience are excited and feel good a new product, below listed are some the factual/psychological reasons for resistance.

• Target audience resist the product due to hesitation and the comfort zone of the existing products.
• Results in less break-even of sales
• Resistance grows to all the products under the brand.
• Audience more sceptical about beauty and consumer products.
• Audience might be ready to pay more for the existing product than the new product.
• No motivation to try the new product.

Steps to overcome market resistance: Other than the usual marketing techniques, the following are some of the points which might break the market barriers.

• Select the target market rightfully and device a marketing plan accordingly.
• Give promotional offers and discounts initially.
• Offer the product for free where people gather like malls, cinemas etc.
• Spend on digital marketing .
• Offer the product for free with other products as promotion.
• Get feedback from the target audience upon usage and work accordingly.
• Publish feedback so that it travels through the word of mouth.
• Study and analyze your competitor and brand/cost accordingly.
• Use marketing techniques/tag lines which make people feel good.
• Market the product which would serve a purpose for specific geography/demography.