Marketing Psychology and Consumer Behaviour
A Marketing Gimmick is a trick designed to create an overwhelming surge in demand for the brand/product, generally short-lived.
Let’s understand this with an example of our most loved sport annual event, IPL. Can you recollect the catchy phrase Yeh Meh Kar Leta Hun, Tab Tak Aap Dream11 Pe Team Bana Lo, Dimag Lagana Hai Toh Dream11 Pe Lagana, or the famous jingle from Yashraj, Team Bano Lo Dream Bana Lo Kyu Busy Busy Busy. Though, IPL has been around there for quite more than a decade, but these ads of Dream11 infused a complete new momentum to IPL fans, as now they not only watch their famous teams clash against each other but can make their own team and have a surreal feeling of being the part of the team. Well that I call an excellent Marketing Gimmick, Absolutely Well Played!!
In these competitive world it is important to be the Best in the Market and even more important to be Perceived as the Best in the Market. There are plenty of examples out there right from the Cola War between the Coke Cola and Pepsi to the each new iPhone with new, higher productive and efficient chipset and high resolution camera framework, but do the extra megapixels really produce better images, or for the fact does it really increase its productivity for its end user, for the fact can you even differentiate the taste of Coca Cola and Pepsi when served in a glass, and be assured which is what brand, Can You Really?
Ans is a Big No, because these are the Marketing Gimmicks, created by brands over time and infused in our minds that they stand out from the crowd and if we want to be looked upon to be someone with a good taste, good hands-on tech gadgets these products are absolutely made for us. Well not only tech gadgets and soft drinks plays these tricks but even our daily use products like shampoo, soaps, detergents (Daag Ache Hai), deodorants (Sada Sexy Raho Men, The Axe Effect Very Very Sexy) all in some form or the other strive to get Share of Our Mind.
Well as Marketers, it’s our job to promote and attract large audiences and create Brand Loyalty and thus convert the Share of Your Mind to Share from Your Wallet. In these advance tech age and social media boom it is difficult to leave a lasting impression on the minds of your audiences, but at the same time it is also our responsibility, to drive the audiences to our brand, it’s just the matter of what type of Brand Image and Perception, do brands want their customer to carry, also it is important when and how do you strike the right audiences. Well, it seems to be a Game of Luck, But is It??
Marketing Psychology and Consumer Behaviour
Murtaza Choolawala
Geologist, Marketer
Hi, I am Murtaza, an enthusiastic researcher. Always curious to learn new things and to connect with people. Tech and Marketing are my obsession, and Research and Analysis are my Passion.
Marketing Psych 