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"A consumer never knows what he wants..It is the role of the marketer
to either create more and more wants for the same need or identify a
new need situation.How's about thodi si pet puja or a jiddi daag"
The time is changing and so is the consumer's choice and wants. The
role of marketer is not to create needs as needs are too natural to be synthesised by human beings. A marketer can affect wants for the
similar needs e.g. fore the same basic need of hunger..there must have been more than 20000 different kinds of defined foods ; for thiirst
more than 50 drinks by a single brand ; for exhaustion more than 100 different energy drinks in a country and for fighting boredom more
than 30 places of amusement and entertainment.
It is only by creative thoughts of the marketer that one gets a whole series of nerw and creative products. Creativity is not to come out
with a out of the world product but it has more to do with discovering new and better attributes related to the product and then
communicating them back to the buyer.
Let us take the example of lipstic..., the creativity may bring about the following products
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Liptherm
: A lipstick
which changes color with temperature.
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Photolip :
A lipstick which changes color with intensity of light.
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Lipsticker :
A lip sticker.
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Lipliq
: A liquid
lipstick.
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Lipgum :
A gum to change color of the lip ( like
paan)
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Lipencil :
A lip pencil
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Fluorolip :
A lipstick which illuminates at night or in darkness only.
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Liptwink :
A lipstick with twinkling effect.
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Lipgel : A gel based
lipstick.
There may be a few more interesting creative way in developing the creative products in various category.
Can you spot out something new and creative in all the products.Please write back to us and we will add that in our this column.
One fine day one of my student asked that how could we think of a creative product in a product like napkins.The only answer I could
have given at that time was creating napkins for male or female child separately. But a week later an advertisement appeared in the
newspaper talking about dignity for elders..You know what that product was.... It was a diapers for the adults.
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