Prior to Comm 296, I saw marketing as an advertisement tool created by suppliers to target customers and sell to only maximize gain. However, I now understand that is no longer true as we have entered the value-based era. You can look at every brand, and you see that it is no longer the goal of brand’s just to maximize their Gain, as it is now their goal to create value for their product. Company’s are pinpointing their effort on “long-term focus” by creating “Relationships” between customers and products. Lets look at some examples.
Nike
Nike, a leading sport gear brand, has long changed its marketing strategy to attach value to what its users buy. Nike’s message is no longer “The best sport gear”, and its been transformed to “DO IT” mentality. This mentality doesn’t say NIKE, it says “You and Nike”. This value creation marketing method improves the relationship of Nike and customers. Users now see that Nike cares what its customers do with Nike products.
McDonald’s
If Nike’s strategy seems mind blowing, then McDonald’s strategy would be extraordinary. In this era, McDonald’s not only tries to top its competitors – “Burger King” by creating the best tasting burger, it also creates happiness for its customers. McDonald’s value-based strategy is to evolve “I’m Lovin It” attitude within its customers. Customers will not only get the best tasting burger; they will also love it. I bet you don’t see customer “Loving it” at burger king.
Is this an effective strategy to maintain your customers? It sure is. I’ve grown with values McDonald’s, and Nike hold. I believe that these values have made me all time fan of Nike, and McDonald’s.