Assignment-2

A. Major issues in the case,

 The lack of consumer knowledge is being addressed in the case is about the overuse or
underuse of a product which impacts the main and other uses of the product.
 The inertia that is present amongst users is also another very important concern that is
being addressed where the consumers be like “I can figure it out” and “Manufacturers feel
consumers won't read”
 The consumers find it hard to read the fine print and react more to the “Do not” rather than
the “DO”. This puts the manufacturer at an advantage of relaxing on the fine print.
 Another part of problem is on how brand emphasis on what they can do and not what they
cannot do.
 Apart from the goodness of the brand, it also needs to tell the consumers how it should not
be used.
 New products hit the markets daily and flood the market, shouldn't The manufacturer
ensure the user gets the most out of it through correct usage.
 The case also addresses the fact on how closely has the manufacturer watched the
consumer to know what all they do with the products.
 What packs often go on to exhort are highlighters.
 The war between a desire and a need has not been adequately examined and hence is being
exploited by the manufacturer and a marketeer.

A few questions that need answering are,

 How much can we speak to the consumer?

 Do consumers need all the features they are paying for? Or if they even do, do they read
how it is to be used?
 Doesn't a manufacturer desire that a consumer use his brand effectively? What is the
learning point here for manufacturers and marketers?

 Is the marketer worried about whether the consumer is using the product the way it was
intended? Manufacturers are not concerned about how it will be used, And the consumer
does not bother about what he will do with the new, improved version so long as it sounds
good.
B. My views on the major issues

To spread knowledge on the product, and conduct awareness program to provide maximum
utilization of the product.

 how the product is to be used- as in the case of usage of deodorant, though it is mentioned
before to use on the body directly rather than the clothes, the consumers are not aware as
to on which they should be using. There lacks an understanding on the consumer front.
 how long it is a scrub supposed to be used for. as over usage of the scrub, may attract
micro-organisms like bacteria into it due to the over usage and can eventually lead to health
issues..

Conduct research to understand the consumers, watch their usage and, maybe, you will find more
uses for your product, which is very good

 Consumers have needs and they often try to satisfy their needs by not merely going for the
products which fulfils it but goes with the brands which seems appealing and which they
think would be fit to fulfil depending on the brand name irrespective of the features the
brand is providing. They want the brand with the image just to satisfy their self-esteem and
so they buy brands which add to their self-worth, even if it has features, they do not require.
(over buying of products)
 Marketers, start selling image unwittingly and when the consumer buys image, they think he
is buying their product for its features. So, they think these features have a demand. This
leads them to think consumers know what these features are all about, or assume that they
don’t need to sell features to all the consumers.
 But the issue is where is the time to keep talking and observing the consumers for the
product they bought and making them learn how to use the product efficiently when there
are new products been launched the very next day with added features. Today there is little
room for a sustainable tech-edge. You invent a feature, rest assured it will be replicated
before the consumer understands and responds to your overtures. Features and technology
are not differentiators anymore. They are a big leveller. So, there is a mad rush to add
something more. Be it a new feature or button or a new dirt-removing dandy atomiser to
your detergent. The speed of renewals, upgrades, obsolescence is breath-taking. The
consumer can barely keep pace.