Bizcovering

Marketing has over the years metamorphised from pure sales to strategy. Management Gurus have given different dimensions to marketing. The very old product concepts have been replaced with customer concept. Organizations used to create products which they believed can be sold by promoting the features and price of the product. The real need of the customer was never given any heed. Today products are designed and marketed taking the views of the customers first. Ultimately it is the customer who decides what product he wants to buy. There is a need to evolve specific strategies to win the customers hearts. Mind share is not important. More than the mind share the heart share is critical. And the best way to a customer’s heart is by providing him with an excellent product follow by an efficient and effective service.

At the turn of the the twenty-first century, cosmetics and toiletry manufacturers capitalized on well-known brand names to create lines of products referred to as mega brands. For the antiperspirant and deodorant industry, tried and true names such as Secret, Old Spice, Degree, and Soft and Dri were produced in different application forms from soft solids and clear gels to body mists and more.

Traditionally, cosmetics and toiletries were classified as prestige products and mass market products. Prestige products were sold at department stores and select boutiques while mass market products could be found at supermarkets and drugstores. Unlike such cosmetic and toiletry categories as perfume, cosmetics, and creams and lotions, antiperspirants and deodorants never held the glamour of a prestige brand. They were more of a workaday product, a toiletry that is considered a necessity more than a prestige indulgence.

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Manufacturing is the creation or production of things or goods for sale.

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