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| How your business benefits: |
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| Ways to reach the buyer’s mind: |
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| To Provoke |
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To Understand |
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There are 2 types of provocation.
1. Provoke to disturb (negative),
2. Provoke to internalize the proposition to the target
audience (positive) |
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The offer is so noticeable
that the audience has taken initiative to understand it.
The provocation has led to
level of understanding the product or the usage
advantage of the service |
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| To Buy |
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Positive provocation and clear understanding of the
selling proposition create the buyer’s readiness for
the purchase act.
The next step would be:
1. Should I purchase? (hesitant buyer)
2. It’s too costly (value seeker / sober buyer)
3. It’s not for me (this buyer is not the target)
4. It’s not my requirement (unconvinced buyer)
5. I would love to try it (peripheral buyer)
6. I have to get it (core buyer)
7. I have heard of it. Let me check it out with my
friends first (satellite buyer) |
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Any selling proposition has to have instant provocation to get
end-customer involvement. |
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i. Regular consuming brand: Buying the same brand for a
regular requirement can make the brand boring. Why shouldn’t
the end-customer shift from this brand to a new offer in the
market? |
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Only when the product and brand expression have a sufficiently provocative character can they retain end-customers who are
impacted by a rapidly changing society. To able to increase per
capita consumption of a category also depends on the
provocative character of the product and brand. |
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ii. Brand requires repositioning: A brand that’s not doing
well requires repositioning. But unless the repositioning is
provocative enough, it will not be noticed, and so defeat the
purpose of the repositioning. To lock enough consumers to the
brand, repositioning requires provocation. |
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iii. Entering a new category: A category may be new for
your brand, but it exists in the market. This means you have to
replace the share of other brands in the consumer’s purchase
basket to your new category. |
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Very comprehensive provocation is required to shift the
consumer. When entering a new category, both end-customers
and the trade have to notice you. |
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- Of course, if you are launching a totally new category that
does not exist in the market till now, it means you are
creating a new habit, for which a totally different type of
provocation is required. |
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iv. New brand launch: Launching a new brand requires
another type of provocation for it to register in end-customer
and distribution mindshare. You are asking customers to
change their habit to shift to your brand. |
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- Here too if you are creating a new category with your new
brand you are asking the consumer to enter a new habit,
which requires a totally different type of provocation |
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Product performance always defines brand excellence. So
product experience also needs a differentiating character that
provokes customers to say why they buy regularly, why the
renovated one, or why the new one. This part of product
experience comes from understanding the brand experience. |
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To get the customer’s mindshare, provocation should lead to
understanding, and product understanding should have a huge
provocative character. |
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The more end-customer’s mindshare and pull the brand grabs, the better convinced will the trade automatically become to
keep the brand prominently on the shelf for its better offtake. |
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So when you promote your brand through high provocation that
leads to better understanding of the product experience,
consumers will obviously buy from their shelf initiative. |
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The PUB Reflex is this pull that translates to the purchase act
and high retail offtake. |
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Our offering: We can implement this process on how to create a product, branding and fast moving retail offtake activities and communication in your R&D, Marketing and Sales. This takes 3 months to implement. |
