IF YOU CAN’T

CONVINCE
HIM,CONFUSE HIM..

PRESENTED BY:
SHATABDI
"If you can’t convince them,
confuse them”
 A quote which was popularized in
1948 by U.S. President Harry S.
Truman ,referring to the tactics of
the opposition Republican party.
 The quote in its face value is
political but it is used by a large
organizations as a marketing
tactics.
CONVINCING

When something is convincing, it makes people

agree with what it claims to be true.

CONFUSING
When something is confusing, it creates a
dilemma and people are not able to decide.
 TYPES OF BUYERS

1 •SPENDTHRIFTS

2 •TIGHTWARDS

3 •AVERAGE SPENDERS
 CONVINCING BUYERS

•USE DATA
Numbers do not lie.
•FOCUS ON COST SAVINGS
Offer discounts.
•SHOW THEM THE FUNCTION
Focuses on utilitarian purpose
 CONFUSING A BUYER
oLACK OF INFORMATION ABOUT
BRAND AND PRODUCT
oTOO MANY OPTIONS LEADS TO
CONFUSION
oADVERTISING
oPOPULARITY OF APRODUCT
CONVINCING A CONFUSING A
BUYER BUYER
LONG-TERM MARKETING SHORT-TERM MARKETING
TACTICS TACTICS

INCREMENT OF DECREMENT OF
GOODWILL GOODWILL

CUSTOMER CUSTOMER
SATISFACTION FOR SATISFACTION FOR
LONGER PERIOD SHORTER PERIOD

NEEDED FOR MARKET NEEDED FOR MARKET

STABILITY PENETRATION
 CRITICAL APPRAISAL
Confusing customers may work once or twice but
would be not determinable in the long run.
Imperfect purchasing decisions of a buyer.
Destroy the brand's reputation and image.
Ethics and prevailing practices contradicts, the
practice of confusing customers
Very unprofessional approach for very short term
benefits.
 CONCLUSION
The approach "If you can’t convince him, confuse him"
depends on the ability of a marketer whether he is able to
convince the buyer or he is confusing them.
While following this concept a marketer Should have a perfect
knowledge about the market, the products he is selling and
customers he is targeting.
Confusing a buyer may also lead to convincing a buyer.
This approach is needed for both stability as well as entering the
market but confusing a buyer should be in limitation or it may
lead to mistrust.