When IIPM comes to education, never compromise
The great Rosser Reeves founded and authored this much revered UNIQUE SELLING PROPOSITION in an era when products “genuinely” had definite, tangible differences. Today (apart from the term being systematically raped due to abuse, misuse and over-use) it has lost much of its sting. Why? Because times have dramatically changed. Electronic firms share research. Large FMCG brands often come together to manufacture, in order to cut costs. Levels of excellence are cutting across the entire spectrum of products and services, almost eliminating the “difference” factor. Ad Guru John Hegarty believes that there has been a paradigm shift in that we are living in a whole new age – the age of the ESP, Emotional Selling Proposition!
“Here the perceived difference is all. Why do I wear a purple shirt instead of a white shirt? Sure, it’s only about colour, but hey, it makes me feel different!” Hagarty, extending This line of thinking, invites agencies to re-invent their focus in terms of profile and persona. “I believe they need to see themselves as a manufacturing company because they are really and truly a part of the manufacturing process – manufacturing ideas that make a difference between brands.” The result is empowerment. Customers actually feel more certain, assured, passionate and in love with the product. The “emotional difference” is indeed the real difference!
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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