MUHAMMAD AMAD

THE NEW CONSUMER ORDER

(BY: Patrick Collister)
 David Ogilvy said:
 “The consumer is not a MORON, she is your wife”

 For Example:
 “Captain Corell’s Mandolin” was trashed by critics, but this
negative word of mouth turned it into best seller.
 JK Rowling’s Harry Potter.
 In UK a major FMCG company launched a new toilet
tissue covered with Cocoa Butter. People rejected it
terming it as a Stinker.

 82% of all new products launches fail in USA because

consumer could not see any real need of such products.
 Consumers have always had more common sense than
marketers for example;
 Through consumer insights Brand Managers avoid expensive
mistakes.
 In UK consumer research is now 1£ Billion industry.
 Co-Creation
 Digital Revolution.
 Consumer’s participation in 4P’s of marketing.
 Only few brands have accepted consumers as brand participants.
 Amongst them Youth Brands being the pioneers.
 Doritos
 In 2006 Doritos held a competition inviting people to make TV
spot for Brand to be shown in the middle of Superbowl final to
over 50million viewers.
 1000 videos were submitted.
 4 videos were shortlisted , the company invited viewers to vote
for their favorite video over the website.
 They did not realize that visitors wanted to talk about how
much they loved Doritos, they gave their ideas about
packaging and how to target new customers.
 So, surprisingly for Doritos their website turned into a new
Focus Group.
 Doritos (Cont’d)
 They listened to their fans and created new Sweet n’ Spicy Doritos.
 Held a sweetest girl and spiciest guy competition.
 Short listed 12 people.
 Made them a part of MTV’s Reality Show.
 After the selection of final contestants another contest for writing the
commercial was held.
 Radio Head
 Using Blogs to create consumer interest by updating the blogs
themselves.
 In 2007 they launched “ In Rainbows” album on their website.
 82% fans downloaded the album for free and those who did
pay paid to get the extra goodies with the disk box.
 The major objective was not profit but enormous Buzz and
increased goodwill among consumers.
 Radio head (Cont’d)

 Their next move was the solo song “Nude”.

 Invited fans to remix the song and vote for the best remix.
 Number one remix got 250000 votes.
 Some fans contributed in remixes others voted all n all the
Nude remix campaign reached 20million people.
 RISE OF THE INTERNET & SOCIAL
NETWORKS AND FALL OF TELEVISION
ADVERTISING
 Amazon acquired Zappos(US shoe maker) for nearly 1$
Billion.
 Zappos hired a team of people to respond to every tweet or
status updated on Twitter and Facebook in-order to start
conversations with consumers.
 Sales grew from 0 to 300million dollars in just 7 years and not a
single television Ad was involved.
 Nowadays organizations emphasize on consumer to consumer
communication rather than just brand to consumer
communication.
 In 2009 the RNLI charity wrote to a dozen video bloggers and
asked them “Is your generation really as selfish and as stupid
as your elders believe?”
 The video received 1 million views on youtube.
 This helped RNLI in word of mouth promotion of the
organization and generated a huge line of volunteers for the its
charity.
 Consumer Resistance groups and the internet:

 www.babymilkaction.org
 www.macdonaldssucks.com
 “ Only those companies will survive who set out to create and
manage change because if they do not, change will come and
engulf them anyway”
THAT’S ALL FROM ME THANKS!!!!!!!