P is for Marketing [1of2]

Abstract


The point (not one of the P’s) of this paper (still not yet) is to extrapolate on one of the P’s of marketing. Classically, there are four: Product, Price, Place and Promotion. Developed, reaching back as far as the 1940s, by Neil H. Borden (published in 1964, in his work the Concept of the Marketing Mix)(netMBA). However, the P’s have doubled since then, and now include People, Process, Physical evidence and Permission (Chowdry, Prof., 2007, Comm, 2009, Learn Marketing.net, 2011, Tracy, 2004). The newest “P”, permission, is advanced by Joel Comm and other thought leaders currently writing on e-commerce in particular.

For the purposes of this paper, the author will create an entirely new product, and focus on “product” for 2 to 3 markets.



Introduction

For simplicity, we will call the product “ice cubes”. Ice cubes are literally cubes (with rounded edges and corners), made of completely clear Lucite. Suspended in each cube would be a leaf, seed, insect, flower, rock/mineral, etc. along with a clearly legible black on clear ribbon indicating the following: the common name, scientific name, and where on the planet the item comes from. The uniform sizes would be cubes of one, one and a half and 2 inches.

The product targets the scientific curiosity of the 5 to 10-year-old set. They would be sold in sets, both by genre (moths and butterflies) and by global region (Islands of Oceania), as collectibles. Natural marketing channels include publishers of scholastic materials, scientific resources, toy stores and more.




Adaptation of a P for a foreign market

This author contends that on occasion an item can be truly global, from the start. While this hardly ever happens, it is entirely possible when speaking directly to the human condition and nothing more. The Tom and Jerry cartoons of the 1950s do this beautifully, in large measure because of the absence of any dialogue. The creation of this product has exactly this intention in mind, to speak to the scientific curiosity all grade school children have.

The product itself, having rounded edges, is as safe as any small toy. Large enough to elude being placed in a small mouth, a caution not to do so would be imprinted on the packaging nonetheless (it is imagined that licking Lucite is likely not a part of the FDA or USDA daily requirements). Being a simple object, a cube, lends itself to a myriad of building block type applications. Being a clear object, (with an embedded "treasure") plays into a natural and universal fascination, akin to shiny and or sparkling things.

One may imagine that with repeated and excited marketing, these objects would become a fad. However, being such a relatively low price point item, counterfeiting would be inevitable and swift. Consequently, the branding would necessarily have to include statements such as "official", or something of the like. As soon as the "ice cubes" are established, the possibility of offering a parallel line of premade microscope slides could be considered. Moreover, once the presumed fad has clearly peaked, iterations would then follow. Such iterations could include 8.5 x 11 three-hole punched laminated (clear) sheets with leaves from around the world, pressed flowers and so forth. Other versions could be larger versions, hanging medallions, etc.

The major differentiator from market to market would be the language translations embedded on the clear ribbon for reference as to what the object is. With the exception of nuance, (translation issues, various cultural propensities for one color over another, etc.), all of the marketing (from broadcast commercial to packaging design) would seek to be as straightforward and uniform as possible.

Given the nature of this paper is to focus on one marketing “P” for 2 to 3 markets, and given that this offering strives to be “pan-market”, let us imagine two or three just to see. Like Legos, one can see ready acceptance for such a product as long as there is a baseline of consumerism for such an item. For example, this product would not work in the Breidjing refugee camp in Chad. As inexpensive as it is (admittedly, price point has yet to be determined), it may not work in the Shingkhey Village in Bhutan. Nevertheless, in a location such as Cairo Egypt, where an intergenerational family of a dozen people eats on less than $80 US per week, one may presume the occasional purchase of an “ice cube”. With that said, this author would readily apply this product to Russia, China and India.