(If Covid 19 is a product then applying International marketing topics will be as below- Bold letters are answers to the strategy)
The world has seen various goods and services peddled, sold, branded, marketed and after sales service provided – bringing in repeat buyers, loyalty, etc and creating a super valued company/ institution. They have been worked through a concept, researched, trialed, tested, piloted and launched in as many steps.
India has been witness to gullible buyers, “forced to buy” buyers, “influenced by celebrity” buyers, faith buyers, frenzy buyers, impulse buyers etc. The world in its own ways have seen various types of buyers. The best B Schools teach you to sell mostly the so called civilized products – the FMCG, Banking products and services, hotel and hospitality, IT- hardware and software, engineering, environmental etc Has any B school including those in USA and other countries including Harvard, Stanford etc teach how to sell dangerous products. Has there been any case studies available freely? Has any International marketing gurutaught in any class how to sell military hardware or a bomb to any country? Even how to become a messiah or preacher or a baba?
Mostly the answer is no. Teachers are more used to gimmickry, role play, use of film songs, role play, case studies, useless to useful narratives and high-flying presentations that has no connect to the earlier lectures or background of the students. The surprise value and wow value are higher than the learning value. If this is not the case, why could no marketing genius in this decade and past century think of any strategy to go about normal activities in a crisis like this.
Today all aspects of man’s fundamental leanings and to say it bitterly the fanaticism of life aspects – personal, professional and spiritual has been shaken to the lowest level of admiration. God? Who? Yes, he controls – the absoluteness of belief has increased in billions. The Army, Navy, Air force and all the military hardware and software are just redundant against this deadly tin Covid 19 david that has the whole world as Goliath in its knees. Entering any country at will and pleasure.
The Covid 19 as an intended weapon of biological warfare is a product and could be included in a marketing category of defense procurement by various countries. Classified as dangerous goods it is also a product marketed as ‘fear” product and panic creating product inflicting huge psychological, physical, political, personal, professional, purse (money and economy) damage in an enemy nation. While we had no enemies, the cold war was on in terms of trade and a just ended religious imperialism in the middle east.
Like the nuclear energy harnessing and its research also may have good value unless like the nuclear bombs produced, the virus in discussion is dangerous only and always -also set loose by accident or a crazy guy.
Just like jeans fashion or a movie becoming a hit by word of mouth publicity this virus also gets into a hall of fame by similar madness- sneeze and through mouth or touch as may be the case.
The Covid 19 has seen humanity in defeat-so many killed, grace-with so many helping knowing the danger, unity in response- all governments working on similar lines etc.
It is easier to teach International marketing now with the points in setting up a launch for a global product, the Covid 19 is a good test case. This is dangerous goods marketing. Marketing of such a product and teaching it. But the concepts of International marketing can be tested for various parameters.
Look at how ideal this Covid 19 product is:
- Define Your Target Audience- Any human globally.
- Know How To Reach Your Audience- From carrier –Just sneeze /touch etc and you can reach.
- Know The Problem You’re Solving- making one country strong and another weak.
- Understand The Buying Journey– this is free. But only charges start as After sales service.
- Secure Your Online Identity – It has got one COVID 19
- Validate Your Product- performs consistently and now over 194 countries in 100 days.
- Know Your Competition And Be Different- SARS/MERS/DENGUE/AIDS/FLU etc and this is far deadly -yet different
- Make Sure It Hasn’t Been Done Before-First time launch and success
- Create A Free Trial Or Demo- Just a trial or Demo has a million users.
- Lay Out A Comprehensive Strategic Plan-Simple – OUT OF THE BOX – leak done by misdeed or mischief or motivated
- Get Everyone On The Same Page- It has brought all nations in the same sentence too- LOCK DOWN
- Create Brand Voice Guidelines- COVID 19 and its features are same and all governments are guided by the danger and announce MASKing rules.
- Offer Early Use Incentives- If Death is incentive- it is a failure- but the government that wants another country to suffer would be in joy. Rewarding the scientists. (as such no punishment announced too)
- Keep Testing It- The product is full and final – this step can be skipped
- Know What You Don’t Know- Fake news
- Know Your Story- Simple- Covid 19 kills.
- Start Planning The Next Version- Full stop – this is one hell of a product.
- Develop a game plan. – the product launches its own game plan
- Determine if there are packaging, labelling or regulatory requirements.: It can bypass all these requirements
- Use trade shows to test markets for your product or service. -Not needed
- Test your strategy in a single market with low barriers to entry. -When multi market entry at test stage is huge success why do this step.
- Leverage free and low-cost resources from government agencies- The government may pose a challenge by a lock down- stay away from government
Pre-Launch
- Pick A Winning Product- Covid 19 is.
- What do your customers like? –long holiday, work from home, be with family, rest, peace etc
- What are their hobbies? –yoga, meditation, watching movies, cooking , playing indoor games etc
- What are their demographics? –any citizen of the world
- Is this a product they will use? – they can’t escape if they go to the market – they will get it free.
- What pain points does this product solve? –Population levels, Environment stability, pollution levels, etc
Conduct Market Research
Your product might be great, but how does it compare to similar products in your market?It is deadly and better than the other illness.
Does it stand out or offer something nobody else on the market has?Yes
“Your product has to be great. It must be tested and resonate with your target audience. Untested products that receive bad or no reviews won’t last.”That is ideal or good marketing. But this Covid 19 will last a lifetime.
Test Your Product (And Then Test It Again)
There’s nothing worse than delivering a sub-par product. Not only will you lose money, but you’ll also lose credibility and trust among your customers.The product is worst type yet is deadly.
Before launch, take the time to test every aspect of your product for quality control.This is one of the best or worst product as you see it, it has made the customer beg for life, mercy and more. It has changed history of the world and biography of individuals.
“Don’t leave anything to chance,” “Always check your product. Make sure that you have multiple batches of product and that you’ve tested them all to ensure it’s ready to go from day one.”However, the reality is one Virus has multiplied and no more batches are required.
Double-Check Your Marketing
Half of the battle is your marketing methods, so make sure that your marketing team is presenting your product in the best light.The marketing team has no more work after the release of this product.
Common marketing mistakes to avoid:this product overcomes all these points so easily.
- Selling features, not benefits- it delivers
- Failing to capture customer attention- Enters silently- then is found
- Marketing without a unique selling point- It reaches the target easily.
- Not focusing on the customer’s needs- targets customer even if not keen
Use Beta Testers- Not needed at all.
Before you go live, gather a group of beta testers and get their feedback on your product.
This can help you avoid easily fixable problems and tweak your product as needed.
Make Sure Your Team Is On the Same Page- They all will fall in line soon.
If everyone across all departments isn’t on the same page about your product launch, you’re going to have a stressful launch.
Take the time to brief your department heads and provide them with the informational material they will need for your product launch.
You’re Prepared To Fulfill Orders- one time export- exponential growth.
Are you ready to fulfill 10,000 orders?
How about 100,000 orders?
Payment terms- LC/ Advance/ DP etc – One-time sale only. Order Value -Unknown.
All this is trivia….one million in 100 days. Record
“Today’s customers expect 2-day shipping, and if you deliver, you will be rewarded.”
Sadly, it is delivered in a few seconds and then the seller is cursed.
Before going live, make sure you have the inventory and the means to fulfill your customer’s orders if your product turns out to be a hit.For this productno need of inventory at all.
Want to learn more? Check out Order Fulfillment in 2019: What Shoppers Expect and How to Master Order Management in 2019. That is old story. Rewrite new one now.
How Will You Reach Your Customers?
Reaching your customers isn’t a one-size-fits-all game. That was old mantra. Now it is one virus strain -one size fits all only.
Certain demographics may spend more time on social media, while others are more likely to just check their email.This needs no attention. This product delivers as malware into the human system. By surprise.
Some groups may respond better to visual media while others may prefer captivating images.For this product all this not required.
When deciding on your outreach plan, consider these factors:
- Where do your customers spend their time?
- How did they find out about you?
- What motivates them to buy?
- Who else do they buy from? What methods do those businesses use?
Yes, to do a war type job these points come in handy. Customers are government,spy agencies, rogue countries, mafia etc
Product Launch
Ready Your Sales Team-
Once your launch is live, your sales team are your front line troops.
Make sure they have been trained to use the product, give demonstrations, answer questions, and make the sale with your various buyer personas.
(This product does not need any sales teams)
Make It Big
A product launch is a big deal, so give people something to celebrate.
(Yes, this launch was big and unnerving. Locked up billions at home)
Ready Your Customer Service Team
Next up is your sales team.
Every product launch comes with its own unique hiccups and pitfalls, so a prepared sales team will help smooth out any bumps along the way.
Actually the after sales service comes form the government and paramedics and healthcare agencies and personnel.
If the team can supply masks, hand sanitizer, protective coats, ventillators etc you have scope for additional marketing.
Post-Launch
Stay in Touch
Whether a customer bought your product or simply interacted with it, there’s potential for a long-lasting relationship.
Today some products are required after the launch of Covid 19. With such a deadly product many will like to know what is better and going to be available.
Assess Your Launch Reception
It’s every company / project owner’s greatest fear. You spent months gruelling to build a product you think your customers will love. Your dreams are filled with TechCrunch features and top spots on various Analytics. The big day arrives. You flip the switch, and…
… Goosebumps, nervousness, failure stress etc
To avoid this scenario for your next product launch, we’ll give you a step-by-step guide for successful product launches. Here is what it looks like: ANY BOOK ON INTERNATIONAL MARKETING
(YOU WON’T NEED THEM as COVID 19 is a big hit) but for reasons as sensibleness to prevail all these books in International Marketing by various authors are well written with good and valuable points. All global marketeers can heed.)
COVID 19 as a bio-warfare product has done a job of crippling billions to stay at home and a million industry units to be shut.
The anti-dote/ vaccine being develpoed will also be a product and if it works then this article can be read again to see- why it is the need of the hour and may be a hit.
(Author is a Management Expert/ Guru and is advisor/coach/mentor to companies/ individuals/ institutions/students/teachers to achieve more. During COVID 19 or till May 25, 2020 coaching is free for a limited number of people/companies)
