Surprisingly he figured out what type of taste we are expecting from him and made the Golgappas exactly suiting our taste. It means he had already done his marketing research, and through the consumer insights he got, he immediately prepared the product best suited to consumer needs.
He remembered our taste preference and every time we went, he made the Golgappa accordingly. This is called customizing the product according to consumer needs.
After finishing our lot, he used to give one extra Golgappa to us just because we were his regular customers. This way, he was incentivizing loyalty among its customers. It’s the same way brands issue loyalty cards to the consumer, but they need highly paid marketing professionals for doing it.
One day, it so happened, we went to that stall after a month, and what shocked us is that he remembered us not coming to the stall for over a month and enquired about it. He was concerned about our absence for over a month. As consumers, we were very impressed by him by the personal touch shown by him towards us. I wish brands of today could show such a personal touch instead of spoiling us with offers.
Lastly, after every Golgappa session, he used to ask us about the taste and the experience of the product. This activity is what we call taking Customer Feedback.
Overall he was not just selling the products but was running his own Integrated Marketing Campaign by providing a unique and personal experience to his consumers.
This was just a small example of how we can observe the marketing concepts being applied on the activities around us. While some of us may still think that Marketing is ‘Globe’, it’s concepts are omnipresent and we cannot ignore it.
It boils down to one basic logic i.e, keeping the customers happy. These Concepts are simple and interesting and one does not need to do an MBA to learn it. A curious mind and observant eyes are all we need to explore the beauty of marketing.
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