Marketing experts in organizations have to foresee and plan their strategies under a series of premises, such as ROI , timing of projects/campaigns, their optimization, product focus, target and potential audience, and so on.
After all, the main objective of a company is to make a profit and, to achieve this, efficient management is essential.
In this sense, Kotler refers to a responsibility inherent to benefits (growth mentality and investing in marketing and innovation), which if it does not exist will always mean that the first expenses to be cut in the organization, if things are not going well, will be marketing.
Taking into account the above, if marketing is indian email database necessary for any product, service and brand, it goes without saying how important this can be for a commodity product, which does not offer any differentiation and whose most sensitive commercial differences come from price variation.
What aspects should be taken into account in strategies for commodity products in Marketing?
In addition to differentiation, a commodity marketing strategy must take into account:
Market and product characteristics
It must always be taken into account that this type of product has such an imperceptible degree of differentiation or specialization that there is a risk that the marketing strategy will end up affecting the price variable and, therefore, the profit margin.
For this reason, differential adjustments must always be made that do not imply an additional cost of the product due to the characteristics of commodities (high volatility and very tight profit margins).
In short, carrying out creative actions that involve a similar or lower cost than those that were previously being carried out.
Another aspect to take into account in a commodities marketing strategy is the fundamental role that these types of products play in the development of an economy, since they are the basis of the industry, so it is necessary to analyze whether there are laws that regulate aspects such as their commercialization, the quality standards that they must meet, the price, etc.