Moses Richu

Marketing is ‘normally’ a two step process; finding your consumers, and then convincing them that you best serve their need. However, after reading Oliver Cola’s blog, I can’t help but wonder whether there is another aspect of marketing. He termed it ‘Marketing by need’, but I postulate that it is more like ‘Marketing through threats’. Virtually guaranteeing Armageddon if consumers don’t buy your product sends them into a state of fear. They therefore consume your product because they are scared of the risks if they don’t.

On one hand, this guarantees sales. However, even for these ‘necessities’, is there no better way to market to consumers? Or is this unimportant, as consumers have little choice but to buy your product?