ESCP Europe Business School

CMC Blog

Posted by Benjamin Voyer at 10:04 - 0 Comments

Launching new products is something very exciting for a marketing manager, but it can also be a daunting prospect, since the fear of failure can be very stressful. Indeed, many failed launches regularly make it to the classroom as 'state of the art' failures - Dasani Water in Europe, Bic Perfumes to cite only a few.

One thing I have noticed is that most of these failed launches have in common a failure to educate customers to a new gesture. Offering innovative products with new benefits is not enough to guarantee market success. One requires a genuine 'education' to the new associated gestures. One industry that has extensively used education to new gestures is the cosmetics industry - even more so with the launch of cosmetics for men - think about it: how do you educate customers to go beyond after-shave products to a more complete care solution?

Educating customers is key for two reasons. First, it is an essential step so that customers can realise the value of a new product. Second, it directly influences whether consumers will become loyal customers or not.

Educating customers can be even more challenging when brands are trying to reach global markets. Habits that are well anchored in Western practices can be completely new to Eastern customers. One of the main challenges for marketers is to understand that in educating customers cross-culturally, one has to bear in mind some fundamental psychological differences. A most important one being differences in 'self-construal - the way individual perceive their self in terms of personal and interpersonal relations. Individuals who grew up in collectivist cultures tend to have a predominant interdependent view of their self - meaning they attach a lot of significance to the relationships they have with others, and individuals who grew up in an individualist culture (e.g. UK, USA…) tend to have a predominant independent view of their self - meaning they attach a lot of significance to being different from others. What this means for marketers is that on Western markets, customers will favour products that allow them to express their individuality, while on Eastern markets, they will favour products that allow them to feel like they belong to the community.

Overall, educating customers to new gestures is something that can be more complex than it seems. All it takes is a creative mind!

Latest comments

There are no comments yet. Be the first to comment this post!


Get Social & Share


Latest from CMC Blog
Most active posts
How to Build a Billion Dollar App - 7 Comments
Posted by Creativity Marketing Centre @Creativitymktg
at 24/06/2015 7:49
Who's creative, who's not? - 3 Comments
Posted by Benjamin Voyer
at 09/11/2012 10:00
‘Growth hacking’, the new marketing trend in startups - 3 Comments
Posted by Vishal Kapadia - @vishkap
at 05/11/2012 15:10
The Vicious Spiral of Consumer Expectations of Creative Brands - 2 Comments
Posted by Benjamin Voyer
at 07/01/2013 12:45
Are retail stores dinosaurs? - 1 Comments
Posted by Minas Kastanakis
at 15/03/2013 10:37
Kristine de Valck, dry chicken, and paintball - 1 Comments
Posted by Tom van Laer - @tvanlaer
at 05/03/2013 16:18
Shakespeare was wrong - 1 Comments
Posted by Peter Stephenson-Wright
at 12/02/2013 13:50
How should companies respond to stories in social media? - 1 Comments
Posted by Tom van Laer - @tvanlaer
at 19/11/2012 11:50
Value as process - 1 Comments
Posted by Vlad Glaveanu
at 16/11/2012 11:31
Latest posts
ESCP Europe awarded UK Business School of the Year
Posted by ESCP Europe
at 03/12/2018 6:57
Why we should be worried about the global AI rat race
Posted by ESCP Europe
at 15/11/2018 8:13
How to Master the Magical Art of Communication
Posted by ESCP Europe
at 24/10/2018 10:21
Cyber Security: Its Threats and How to Prevent Them
Posted by ESCP Europe
at 17/10/2018 5:49
Latest comments
On How to Build a Billion Dollar App by Free FIle Hosting

Anything in here will be replaced on browsers that support the canvas element