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

Director

Box Marketing

Stevenage, Herts

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here