DEMARKETING

Presented by:-
Gaurav Kassal
10908289
RR1901B55
Introduction
Marketers attempt to reduce the demand
for a product when the demand for the
product is greater than the manufacturer's
ability to produce it
Reduce or limit demand for consumption
of a specific product or service
Permanent or temporary basis
Types of DEMARKETING
General Demarketing
 Selective Demarketing
Ostensible Demarketing
General Demarketing

This form may probably need especially when a

company plans to reduce the amount of total
demand.
Selective Demarketing
This step takes place when a company decides to
discourage the demand occurs from specific groups of
customer.
Ostensible Demarketing

The final type of demarketing is referred to as an

ostensible demarketing, which includes the feature of
planning to discourage demand that acts as a device
for the purpose of increasing the situation.
Tools used to demarketing
•Higher prices - high taxes on cigarettes and liquor.

•Counter-advertising - e.g., counter-ads advising young people not to

take crack, cocaine, or heroin.

•Limiting advertising - Cigarettes, for example, may not be advertised on

television.

•Limited distribution - Alcohol may only be sold in stores with a license.

•Warning labels

•Development of substitutes for products or services.

Why Company Do This..??
A firm cannot supply in large-enough quantities.
Does not want to supply in a certain region where the
high costs of distribution or promotion.
Demarketing strategies
Passive demarketing
Active demarketing
 Complete demarketing.
Some issues in Demarketing by
Government:
Modifying socially unacceptable behavior. Discouraging consumption of product
or service that is against social interest, against ecology or is in short supply.

Some examples of urgent attention in India could be:-

- Tourism congestion- Like Miami Florida USA; Goa, India

- Consumption of Alcohol particularly by students
- Modifying behavior of organizations, like Police-(1996 program launched on TV
by Delhi Police)
- Discouraging Tobacco consumption
- Discouraging Energy consumption based & environmentally hostile products
- Limiting use of private cars and promotion of Rapid mass Transportation systems
Case of limiting Film-Induced Tourism
Case of discouraging Tobacco smoking
Case of limiting use of car in Metros
Tata Nano had used the demarketing
De-marketing: CBN warns banks •…raises less from bill
sales
Demarketing Alberta
De-marketing :–
The Reverse of Marketing?