Today, just having a great product does not guarantee success. Rather, it almost means nothing as today most of the products have a competitor brand that offers the same benefits. However, what makes a product stand out from the rest is how well it is marketed.

Marketing covers multiple aspects around a product and how it is presented and perceived by the consumer, therefore, a good marketing strategy fetches the brand’s long-term benefits.

Marketing the product is essentially more important than the product itself at every stage of its lifecycle. Pick any industry and you would find that a well-marketed product has surpassed all the other competitors.

For instance, Nestle’s Maggi, Sunfeast’s Yippee noodles, Wai Wai noodles, Ching’s noodles- belong to the same product category- INSTANT NOODLES. However, only one brand has managed to make its way to the top-of-mind recall amongst its customers and we are all aware it’s Nestle Maggi. More so, the entire product category is now called Maggi. How do you think that was possible? This was possible only with great minds designing comprehensive, integrated, well-researched and implemented marketing strategies that revolved around the product.

A product is formed with the view to solve the consumer’s problem but how will the problem be solved, what are the possible uses and benefits of the product, what kind of customers are being targeted with the particular product and many more such questions are addressed and communicated through marketing efforts and that is what makes it a greater function than the manufacturing of the product itself.

Right from what the market requires, in terms of product research, to weaving a relevant story around the product so that the target consumer instantly resonates with the product, to planning the how, where, when of the product launch and carrying out the following customer engagement with the product which enables sales, all fall under the marketing function, making it extremely vital in the establishment of the product.

Marketing is not only about pushing out information but also includes the process of receiving feedback which further helps in possible improvements in the product. Had it not been for marketing, a company would never be able to find out how the customer perceives a product.

We cannot deny the wonders a great product can do but who will ever give the product a try unless it is exceptionally marketed. To break the clutter amongst a million other brands, consumer perception plays a big role. Effective marketing communicates your brand values, propositions and personality in the right way to the customer and if that resonates with your TG, then you have hit the bullseye.

Marketing your product is the ultimate answer to a successful brand (and product). Starting right from studying the market opportunities and consumer needs to delivering an insight-based product that drives sales- marketing is the key to ongoing customer satisfaction.