Keep promises to create demand

It is always interesting to learn of new ways for understanding consumer behaviour and your article on neuromarketing is no exception (MW February 3).ÂHowever, with so many manufacturers still failing to get products to market effectively there should be more emphasis on fulfilling brand promise to those who want to buy, rather than trying to create more demand.

We all know that buying a particular product can be very difficult. Often it is out of stock or staff seem more intent on blocking a sale than making one. As a specialist in on-trade sales it is intriguing to see so many alcohol and non-alcohol niche brands advertise knowing that they have little chance of being available in the majority of bars.

This is because some of the key routes to market are limiting the number of lines stocked in order rationalise administration, stock and delivery. Consequently, theÂrange of products being delivered is reduced. It is becoming more difficult for new drink brands that are not owned by the brewers and wholesalers to find a route to the consumer.

But the on-trade is not the only retail sector that is often unable to fulfil brand promise. Retailers of all kinds often fail consumers by being out of stock or providing poor service. In order to keep promises to consumers there needs to be emphasis on campaign execution and as much emphasis on the availability of product and service.

Graham Abbott


Box Marketing

Stevenage, Herts

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