Marketing is the wonderful invention. It is supposed to keep everybody happy. Or is it? Well, marketing and commercial actions definitely keep the company happy. The marketing is obviously increasing the sales of the company's product and is increasing the loyalty of consumers.
What about relation of marketing and customers? Are they happy? Most of them seems that they are. They see nice colorful advertisements that irresistibly attract them into shopping. But who wins there. Obviously consumers are not the party that wins. The answer is very simple – advertisements are pushing customers to buy above their real needs. On top of this the marketing is pushing consumer even further into the pit. Over-shopping and over-consuming is inevitably linked with overspending. Excessive spending is draining financial liquidity of consumers. Once the consumers are out of the money, the go for next step – purchasing on credit.
So the unconscious consumer is pushed into triple danger – buying more than is the real need, spending more than they can afford and finally pushing them the debt. Of course the debt is draining the future earnings.
Now, the marketing and commercial wizards, still hungry for more profit launched a new weapon. This weapon brings them more profit per unit sold. From the perspective of consumer this means having less for the same amount of money. How is this possible?
The whole concept of giving less for the same amount is disguised behind the false care about consumer’s nutrition. Apparently, manufacturers already realized that by reducing the net weight of the content for the same price will give them double gain. Firstly, reduced quantity/weight of product will bring more profit, due to increase profitability per each transaction. Example, 10% reduction on net weight on yogurt, while the price is reduced 5%, or it is not reduced at all. Second gain comes from increased number of transactions. Simply, hungry and thirsty consumer is forced to buy more products, since their size is reduced. The syndrome is spread among various industries, beer, chocolate, yogurt, cigarettes...
The marketing conspiracy theory goes even further. The companies are lobbying the official governmental bodies to suggest new “shrank” standards for food packing. The initiative is cloaked behind alleged care about consumer’s health and fight against obesity. The fresh example of this initiative is the suggestion of British Food Standard Agency for reduction of candy bars from 58g to 50 g. soft drink cans from 330 ml to 250 ml. etc.
What is the real gain of consumers? Is there any? It is hard to see any evidence of gain for consumers. They will be having less for the same amount of money. If the obesity is the point, why they do not stop selling candy bars at all? It is obviously that the point is not in the care about the customer but simply in the intention to explore further opportunities of profit harvesting through a new marketing conspiracy theory.
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