Monday, November 10, 2008
Stealth Marketing Example
Indeed, Mr. Usman has pointed towards an interesting concept which is "Stealth marketing". As Bahawal asked anyone of us to quote any local example. So I think that one of this type of marketing has already been done by PTCL. A couple of months ago, PTCL introduced some different packages for their customers. Actually they stealthily set a By Default package to all their connections. Many of the users did't even know that they are being charged about 200 Rs every month. It was then really difficult to unsubscribe that package because of the weak services of the company..Anyone disagree?
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1 comment:
Zeeshan i would respectfully disagree with your understanding of the concept.
The reason being that what PTCL did was not actually marketing but a change in their policy. When you are talking about stealth marketing, THE TO-BE CUSTOMER DOES NOT KNOW HE IS BEING TARGETED. Perhaps you can understand it in a better way if i quote an example.
The tobacco company, lets say big tobacco cannot target underage customers as it would be against the law. So what it does is that it "invests" a huge chunk of money in the film industry. So we have Brad Pitt and Catherine Zeta Jones smoking like its one of the best things in the world in a block buster movie. With all the funds, you get a great movie and you get youngsters, who hang on to every action or word of the movie stars, smoking in the streets.
What happened in this scenario was that children were targeted by the tobacco industry without them knowing that they were being targeted. So basically, you increase your market share, your profits without the customer knowing he has actually been influenced by a strong external marketing phenomenon.
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