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MY
WEALTH
Marketing
Conspiracy Theory
Posted:
Aug 2009
What
is the new conspiracy theory behind marketing
intention to extract more money
from consumer, without offering
nothing in return?
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?
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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...
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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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