Business advertisements, endorsements, commercials, and TV ads were only few of the examples of promoting a product to the customers using mass media as a means of communicating the features of a product and also gain customers at the same time. In this way, companies could earn responses from their consumers if their promotion becomes effective. Like for example, there’s a commercial of Sunsilk, a hair care brand produced by Unilever group, featuring good looking models who had frizzy looking hair but when they used Sunsilk Co-Creation, lo and behold, their hair looks perfect – smooth and silky, like a new re-bonded hair! They even hired a few professional hair experts who came from different parts of the world to create a newer and better formula for special hair conditions. The new packaging looks fascinating as well as the price which was affordable. If you’ll go to the stores, they’ll provide you with discounts if you bought Sunsilk Co-Creation Conditioner with its Sunsilk Shampoo. Truth to be told, the commercial caught my interest so one day I was eager to buy it and try if it really works. Lo and behold, my hair straightens and sways! Though not like those whom you saw on TV ads, but at least it improved if you will compare it to the one I used before.
Primary marketing expert Philip Kotler in his article A Generic Concept of Marketing published in 1972 mentioned an important point relevant to what I plan to point out. Kotler cited, “Marketing is the attempt to produce the desired response by creating and offering values to the market…” It doesn’t take a lot of effort to persuade me to buy the products of Unilever, which is Sunsilk, but it takes a lot of effort for them to make a desirable response from a customer such as myself. That is what companies would like to happen – to see if they caught the attention of their customers to buy their products and satisfied their customers with it. Of course, businessmen want a desirable response that they can get from their customers if they were able to offer values to the market.
The question is: How can they create value in their products? According to Kotler (1972), “The marketer creates and offers value mainly through configuration, valuation, symbolization, and facilitation…” Like the attempt of Sunsilk, they created a new packaging with class and simplicity. Unlike those other brand hair products that had complicated shapes and similar colors, this new product bottle has an array of vibrant colors that distinguishes each other from its range of different products. The price of the product was inexpensive that even the fixed income earners can add it on their shopping lists. To make it more interesting, Unilever even hired a few experts to instate an image that this product was made by professionals from different countries, which also gives rise to the presumption that their ingredients were natural and imported. If customers decided to buy their products, they’d be willing to do so if they can acquire it as easily as they can see it on commercials. It must be available to all stores and malls so when their means permit them do to so, they can effortlessly buy it. It doesn’t take a lot of time for me to buy the Sunsilk product since it was available in grocery stores.
A shampoo industry is one that is an example of perfect competition. It means that it has many buyers and many sellers, many products that are similar in nature, as a result, many substitutes. A company should know what market form they belong to in order for them to adjust in their situation. Their products must have unique features that stand out from other products so that they can have good position in the market and able to compete with the other participants.
Clearly, the core concept of marketing involves producing desired responses from their customers by creating and offering values that will enable each individual to continue using their product. It must seek to create value in four ways: configuration, valuation, symbolization, and facilitation. Indeed, the concept of Axiom 4 according to The Axioms of Marketing by Philip Kotler becomes effective and efficient depending upon the actions that a company will likely to do so as to produce the desired effect in the market.