Demand State Strategies Examples

« Dem an d S ta te Pro pose d S tr a te g ie s Exam ple s 1.

N eg ativ e d em an d - Id en ti f y th e ca u se an d atte m pt to co unte r th e neg ati v e d em an d.

Ex: D en ta l c a re Id en tity t h e c au se : f e ar, a n xie ty o f pain e tc Atte m pt t h e c o unte r i t b y m ak in g t h e den tis t m ore w elc o m in g a n d f u n ( tv , gam es… ) 2.

N on e x is te n t d em an d - Fin din g th e way to co nnect th e peo ple nee d s an d in te re sts wit h th e use s/b en efits of th e good/s e rv ic e - Cre a ti n g dem an d: ex hib itio ns, dem onstr a ti o ns, fr e e tr ia ls of pro duct, fr e e sa m ple s, u se o f a d vertis in g E x: S m artp hones Mark ete rs m ad e s m artp hones ( a n ew te ch nolo gy) k now n a n d e sse n tia l b y co nductin g a d verti s in g c a m paig ns, tr ia ls a n d b eta t e sti n g..

3.

L ate n t d em an d - Measu re th e siz e of th e pote n tia l or fu tu re mark et an d dev elo p effe ctiv e goods an d se rv ic es t h at w ould s a tis fy t h e d em an d.

E x: G re asy f o ods t h at a re g ood f o r th e h ealth Str a te g ie s: D ev elo p m ore h ealth y fa st f o ods w it h n utr iti o nis ts ( le ss calo rie s, l e ss p ro cesse d f o od) a n d mak e a d vertis in g t o p ro m ote t h e ad van ces a n d c h an ges.

4.

D eclin in g d em an d - Mak in g ch an ges in th e ex is tin g pro duct to re sto re d em an d l e v el.

- Chan gin g p ric in g, m ak e p ro m otio nal o ffe rs - Dev elo p ad vertis in g to re co ver th e in iti a l im ag e so th e dem an d le v el will go bac k to it s le v el Ex: Less attr a ctio n fo r Coca Cola (n o h ea lt h y a n d o utd ate d ) Str a te g ie s: Cre ate new fla v ors as Coca Cola Cherry , Zero or wit h ste v ia s u gar.

5.

I rre g ula r d em an d In tr o du ce in cen tiv es fo r th e cu sto m er to buy th e pro duct: - Alt e rin g p ric e - Chan gin g in te n sity of pro m oti o nal effo rts matc h in g dis tr ib utio n netw ork , bala n cin g su pply l e v el.

- Tec h in novati o ns to co ver th e ir re g ula r dem an d Ex: The mark ete rs of air co nditio ner bra n ds ca n in novate an d cre ate an AC whic h work s as AC in su m mer an d h ea ti n g s y ste m i n w in te r Ex: Pric e pro m otio ns fro m re so rts / sk i s ta tio n d urin g o ff s e aso n.

6.

F ull d em an d - Main ta in t h e l e v el o f d em an d: m onito rin g t h e su pply o f t h e g ood/s e rv ic e a n d a d ju sti n g mark eti n g c a m paig ns w hen c o m peti tiv e th re a ts a p pear.

- Mak e t h e p ro duct s ta y r e le v an t: u pdate t h e pro duct o r r e in ven t i t t o k ee p u p w ith m ark et tr e n ds E x: A pple The 1 st I p hone w as s u cce ssfu l befo re o f i ts n ew t e ch b ut e v ery y ear, Apple c o m es w it h a n ew u pdate d hard w are /s o ftw are /lo ok i n t h e n ew dev ic e w hic h k ee p s a f u ll d em an d.

(If i t w ould n’t u pdate i t , t h e d em an d would b e d eclin in g).. »