Marketing Doctor John Tantillo’s Winner and Loser of The Week
Loser: Organic Eaters
Folks, as much as I have praised Apple, I have always kept the door open to one grim possibility: that Apple could make the same error it did in the 1980s when strategic closemindedness prevented the company from tackling the rise of Microsoft and the PC before it was too late.
Samsung is our winner this week as it prepares for the European launch of its latest Galaxy S smartphone. The expectation is that this phone will do even better than earlier versions.
But here’s what really matters, the terrific success of those earlier versions has already made Samsung the top global maker of smart phones beating Apple.
That’s right and not only are Samsung’s products selling like hotcakes, but just like Apple, people are lining up around the block to buy them.
Bottom line, the lesson is this. If you focus on the quality of the product, hit the right price point and deliver for your target market, your brand will grow –no matter what the odds look like when you start (and against Apple, Samsung’s chances initially didn’t look great).
This just in: the “organic eater” brand has just taken a hit.
According to a study published in the journal Social Psychological and Personality Science, organic eaters may be meaner and nastier than non-organic eaters and even develop a holier-than-thou complex.
Interesting point to also note, one of the lead researchers was drawn to conduct the study because he had noticed that alot of the marketing language around organic foods seemed to have moral terminology built in (like “Honest Tea”) and wondered if this said something about the organic eater.
Turns out that many organic eaters felt morally virtuous after purchasing organic products and even led to so-called “moral balancing” which meant that since they felt they had done something good, they were entitled to do something bad. The study actually suggests that what it called a “halo of green consumerism” made people less kind to others and even more likely to steal and cheat.
Folks, what do you think? If true, I guess the marketing is dead on.
And remember, it’s always easier when you keep marketing and branding in mind.
TODAY’S TANTILLO TAKEAWAY: Focus on making sure that your product and service delivers to your target market and your brand will take care of itself.