Question

We can discuss developing successful marketing strategies and nonsuccessful ones. I suggested to my son, that women age 50 and above may want to get healthier and have a higher disposable income (they are beyond the childbearing years) and market your product to them. It was successful and provided the women who joined the group, a healthier lifestyle, social interactions and was a community service.

Dove soap in October, 2017, portrayed a black woman turning herself white in an ad. This caused backlash and the ad was removed. Link (Links to an external site.)

In today's environment many brands are changing their names, like the Washington Redskins, promoting non-racist names and ideologies.  

What I would like you to discuss is either of the following choices:

1. What marketing strategy offended you and why?

2. What products (Bomba's socks, one purchased and one goes to a person in need) make you feel like you are giving back?

3. How can a mistaken marketing strategy be revised to a positive strategy.

Answer 1

1. Marketing strategy in which a black women is turning white was offending. It promotes the idea of racism and colourism. All colours and shades are equally beautiful. No body colour should be promoted as having an upperhand than any other colour and shade. Even the name of the product should not promote racism.

2. Bomba Socks donates a new pair of socks to the needy, when a pair of socks is sold. It makes one feel as they are giving back to the society and poor people. It is an excellent act done by Bomba Socks.

3. Mistaken Marketing strategy can be revised to a positive strategy by -

• Apologize Quickly and change the advertisement.

• Analyze what went wrong and work accordingly.

• Bringing changes in the contents used to make the product.
• Changing the name of the product.
• Keep all the things in mind which can trigger the public and make sure to not use those words or things in your advertisement.