(pic from the news)
The health magazine exemplifies a bad advertising during the remembrance day. There is no logical correlation between their products and the purpose of the holiday.Therefore, this tweet is regarded as unacceptable and only profit-seeking in consumer’s perspective. The company should have realized that people hold a respectful and even sorrow attitudes towards the holiday, put a high value on the acts of showing respect to the soldiers and expect others to do the same in a right way. A thoughtless marketing acts fail customers’ expectation and lead them to think negatively about the products.
In contrast, Tim Hortons learned to do their marketing smartly without mentioning their products. It shows its consideration and sorrow towards the holiday and the people we honoured and therefore share the same value and vision with the customers. Even though some people claim that the company doing this for mainly advertising purpose, customers will still have a brand image of the company respecting their values, cultures and ethnics and feel a connection with the company in a way.
Even though the essential purpose of marketing is about the products and services the company provide,it is their targeted consumers that marketers should care most about. Rather than only focusing on the products, the marketers should observe the consumers and think from their perspective to cater to consumers’ needs and wants while delivering a company value at least not conflictive with the consumers’.The tricky marketing on remembrance day serves as a good example of this point : it is the consumer that matters rather than the products (assumed the products have a high quality).