What is Concept Marketing
A marketing concept includes a company’s attitude towards every element and phase of its corporate and product marketing operations, from prototype to profit.
Concept marketing is one of the most effective marketing channels in recent years, enabling marketers to connect with potential customers throughout the entire home of the customer cycle while consumers are researching, purchasing, and reviewing.
Concept marketing works because it offers value to the potential customer. The main purpose of marketing is to generate value anyway. Content marketing strengthens the relationship between customers and the product. Content marketing is the most effective method for building a new brand.
How to Do Concepting
The essence of concepting is based on the concept of the brand. That concept deals with emotions and feelings. If the chosen concept is original and the applications are unique, the brand will have a significant advantage over the competitors because original concepts cannot be imitated. Products can be replicated and with incredible speed. But your initial concept, which is unique to you, cannot be copied by your competitors. Because the connection between the idea and the consumers who buy it is based on emotions and feelings, and this relationship is complicated to copy.
What is the Goal Concept Marketing ?
The concept of marketing is the concept of competition. It is a marketing concept that believes the success of a business depends on its marketing efforts that offer a better value proposition than its competitors.
This concept focuses on the needs and wants of target marketing and delivering better value than its competitors. Through marketing, it is your goal to become the preferred option compared to your competitors. Competitive advantage is critical. We can look at the competition between Pepsi and Coke, which sell similar products but whose value propositions are completely different.
Pepsi: Focuses on winning over the younger generation.
Coke: Focuses on winning everyone with a more holistic approach.
Concepting and Positioning
Positioning; It is the meaning of a brand or product in the mind of the consumer. Positioning strategy is a method used especially in rapidly changing consumer goods. This is because product improvements that can be made on these products are limited. Positioning comes into play at the stage when the unique value of fast-moving consumer goods such as ready-made food, soft drinks, detergent, shampoo is insufficient to attract the attention of consumers. Within the scope of the positioning strategy, a communication strategy is adopted to increase the added value of the products. In this way, the product is given a personality that will enable the consumer to establish a connection with the product. Positioning tries to gain a place in the minds by adding a distinctive feature to the product when the market’s saturation threatens the product. On the contrary, concepting brings a concept such as philosophy, attitude, value system, or mentality to the market.
Concepting is the next step after positioning. Although there are similarities, there are three key differences.
- Positioning is on the values attached to communication; Concepting is based on concepts.
- Positioning relies on the visible face of the brand; Concepting depends upon the spirit of the brand.
- Positioning is for a specific and existing market, while Concepting is for a market that is still being created.
Elements to Consider for Developing Concept Sales
- The promise of a strategic relationship.
- Developing customer-specific policies.
- Creating access to information.
- Providing management and consultancy services.
- Providing maintenance and repair service agreements.
- Creating customer-specific loan opportunities.
- To provide complementary products and services.
5 Basic Marketing Concepts
The marketing concept is one of 5 different marketing concepts that differ according to their functions in a holistic marketing strategy. In marketing, businesses will design strategies that meet customers’ needs, increase sales, maximize profits and beat the competition.
Five different marketing concepts can be mentioned in a holistic marketing strategy, each of which has a specific function. To understand the concept of marketing, we should analyze the other four concepts.
a) Production Concept
The production concept is operations-oriented. This concept was created in the production period of early Capitalism in the mid-1950s. At that time, businesses focused primarily on production, manufacturing, and efficiency. The production concept assumes that consumers are mainly concerned with product availability and low prices. Therefore, the aim is not to produce high quality or different products but to produce products that can be sold at the most economical prices.
b) Product Concept
The product concept is customer-oriented. Potential customers prefer products that offer quality, performance, or innovative features. In this marketing approach, businesses will focus on making and developing superior products over time.
c) Sales Concept
Marketing strategies created with the sales concept believe that people must be persuaded to exhibit purchasing behavior. The main tool of this concept is advertisements. The selling concept is not concerned with the demands of consumers or the needs of the market. The customer base should be directed to the products that are already produced, that is, to the current product range.
d) Marketing Concept
The key to success in the marketing concept is effective marketing. The success of a business depends on its ability to offer a better value proposition than its competitors and the concept it has created for this purpose. The marketing concept focuses on delivering value and speaking the same language with customers.
e) Social Marketing Concept
While social marketing aims to cause a social behavior change in the long term, it is a marketing approach based on the organization that is a part of this social change to consider all its stakeholders’ benefits.
How to Choose a Marketing Concept
A marketing plan may be based on a single concept or may include multiple concepts. While making a marketing plan, you should find answers to some basic questions before deciding which concept the company’s products or services should be present to the customer base.
- Who is the target audience you want to sell your products to?
- What, where, and how do you need to present to your target audience?
- What are your company’s goals other than profit expectations? (such as creating a loyal customer base, creating a brand image)
- Are you playing leadership in the sector you are selling, or are you addressing a niche area?
- What are the functions that provide your market share?
- What makes your brand different, pros and cons?