Demarketing

In the commercial advertising world many companies always try to increase its demands for products and services . The concept of demarketing may be considered as ‘reverse marketing’ which means to promote product or services to increase the demand which are short in supply through different mode of Advertising.

According to Philip Kotler and Sidney Levi defined Demarketing as ”aspect of marketing that deals with discouraging customers in general r a certain class of customers in particular n a temporary or permanent basis”. Demarketing is strategic marketing approach of not serving certain customer segments. It is a concept to reduce the demand of products and services by increasing the price for certain reasons:

• ·        Marketing companies cannot able to meet all the demands of customers
• ·        For the sake of the society
• ·        Protecting the goodwill by brand and customer mix.

A recent survey says a certain percentage of people wants to achieve the standard of living of the developed countries and exploit the natural resources so intensely that future generation cannot the accept the low standard living. So to sustain its business operations , companies have to develop their basic production and marketing strategies. To sustain companies must clearly define the criteria in mew product development programs and services to balance the growth and sustainability.

Demarketing is important as Marketing

• ·        Consumers feel the reason that companies can deliver at right time prefers             those.
• ·        So companies can stay away from whimsical customers.
•       You don’t have to change your product or service mix for the customers.
• ·        Ensures core customers to stay away from wrong customers.

Demarketing Stragtegy

• ·        Managing existing shortage
• ·        Avoiding potential shortage
• ·        Reduce exploiting among customers
• ·        Minimization of natural resources

Forms of Demarketing

·        General Demarketing

When a public or private firm reduce the demand of its products or services to maintain its supply. Ex- Govt wants to demarket the vice products( cigarettes and alcohol  and illegal drugs).

·        Selective Demarketing

Targeted customers are discouraged from buying to take care of core customers. Ex- A landlord might demarket the college students or working professionals to increase the demand for family for rent purpose.

·        Ostensible Demarketing

Selling companies creates artificial or perceive shortages for whimsical customers. Ex- BMW announced due to lack of supply it has to restrict its demand in UK Car Segment.

4Ps of Demarketing

Bihar Govt discourages its citizens from prohibiting alcoholic beverages. Its initiative to reduce/eliminate alcohol from Bihar.

·        Product – govt may banned the product so that customers cannot buy. It might also low the production volume so that supply can be hampered.

·        Price – Increase the price of these discouraged drinks.

·        Place – Govt may stop the retail outputs and logistics of these products so that distribution stops.

·        Promotion – Govt. can run awareness capmpaigns and programs of these discouraged products which are harmful for their health.

So Demarketing poses threat in individual freedom and product &services. In Demarketing process consumer consumes much of products and services. To for effective use of demarketing concept consumption of products or services should be reduced.

References

• 1.     “Welcome to the Age of Demarketing” – Philip Kotler
• 2.     Demarketing – Tool for Social good
• 3.     demarketing, by- Kishore.T.S,
• 4.     Demarketing – Six Reasons For Turning Away Customers
• 5.     Demarketing: The Next Wave In Marketing

Perfectionism leads to imperfections nowadays

According to WHO, now a days many young people are suffering from mental disorders and anxieties. Certain social groups considered this young people as “snowflake generation”, the neologistic term that is used to characterize the young ones of the 2010s who are more prone to taking offence and less resilient than previous generations.

The increase in psychological health is due to excessive standards these young people put them upon and engage themselves in self-punishment. They upholds irritating ideals that manifests unrealistic goals in their academic, personal and professional life.

The young people nowadays are preoccupied with this myth of Perfectionism which leads to ultimate failure and psychological turmoil. Their minds are haunted with someone else’s success and trying to achieve that they engage in number of flawless performance.

This idea of perfectionism and the reason behind increase in mental illness was recently published in HBR’s recent research paper of “Psychological Bulletin”. Topic of the research: is perfectionism rising among America, Canadian and British college Students?

Paul Hewitt and Gordon Flett, the leading psychologists conducted this research survey on generational changes on 41,641 American, Canadian and British college students from 1989 to 2016 based on ‘Multidimensional Perfectionism Scale’ which measures ‘self-oriented perfectionism (high personal expectations), socially prescribes perfectionism (high social expectations) and other-oriented perfectionism (expectations from others) Data are collected over different time points using the same instrument among the college students of the same age changing over time.

Research statistics reveals significant rise in self-oriented, socially-prescribed and other-oriented perfectionism. Recent generations are more self-centric than of previous generations.

The survey analysis says that socially prescribed perfectionism is the main concern as it describes the increase twice than self-oriented and other-oriented perfectionism. This form of perfectionism cites serious mental disorders like anxiety, depression, social phobia and suicidal thoughts. It is considered one of the epidemic level of perfectionism.

Perfectionism is a mythical trait. Although it involves hard work, dedication, motivation and performance, it also delivers serious mental illness. Perfectionism is increasing among the young people and it is dangerous for our society.

Source: HBR, Wikipedia