Is Good Marketing discreetly maneuvering your health? In the latter half of 1970's, scientists in the US proclaimed a likely connection in eating fiber rich food and a reduced threat of cancer. That led to no fiber crazed zealots falling over one another at the grocery stores. When much later in 1984, the ads came out and reiterated the relation between high fiber diet and cancer, it saw a surge like no other. By 1987, around 2,000,000 homes were consuming a high fiber diet. This was one of the first times the world of advertising had taken a cue from scientific research. It threw open the doors of a long lasting relationship between the two. And Marketing never looked back. Pick any period from the last two decades, whenever scientific claims have appeared about a product, advertisements have been built around it and sales have gone up. Be it, Unsaturated fat, skimmed milk, green vegetables, poultry & sea food, even Diet Coke!
Are we following or falling for the fads? Many consumers think that extensive marketing drives dictates the truth, which isn't so-as most of the claims are meant for increasing sales (no room for naivety here!).Truth has nothing to do with it. We all know that cigarettes have been advertised to accentuate your identity by giving you an edge over your peers under various garbs, depending upon the brand personality of what you smoke (the 'Marlboro Man' for instance). However, fads don't always persuade us into something as lethal as smoking. For instance, a number of remedies for Weight Loss sell like hot cakes today. Statistics claim, over 66 percent adults in the US are overweight. If the trend remains steady, numbers may go up to 90 percent by the year 2030. But that's not the selling point here. The selling point is about looking slimmer and feeling fitter. It is to get rid of your sedentary lifestyle that's started to show up on your waistline. And there are a plethora of options to tackle it. There are naturopath doctors, who merge nature's ways with modern science. There are other ways like HCG-that claims to be the fastest route to weight loss.
There are state of the art gym equipments, dietary supplements like fat burners and many other ways. And pleasantly enough there's place for all in the market.
Weight Loss: A bigger industry than you can imagine True without mincing a single word. The weight loss industry in America touched $61 billion in the year 2010. It saw a significant rise in the year 2012 and is all set to go beyond $66 billion during 2013. There are a number of believers, non believers when it comes to losing weight. To date more than 50% of people believe in DIY ways when it comes to losing weight. Besides, there are people who buy low carb, high-protein diet from the stores. So, even if indirectly, it does contribute to the Weight Loss market. Also, there's no scarcity - of dieters, who try it throughout the year which also can't be tracked. For all you know, half of them might be sitting on the fence waiting to be persuaded into some form of weight loss or the other.
Wrapping up Make no mistakes that Marketing is just restricted to adults, it's also roped in children in a major way. The incredible compelling power children hold over their parents cannot be underestimated. Consider commercials on the Television, radio and all the other verticals-at least 40% of them are aimed at children Marketing is a key component from a business perspective, and whatever you say- It works. How? Haven't we seen it before?
Published on Jul 23, 2013
In the latter half of 1970’s, scientists in the US proclaimed a likely connection in eating fiber rich food and a reduced threat of cancer....