Promote products as per their categories

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 05, 2021, 11:59 AM UTC

Consumer product categories include convenience, shopping, speciality, and unsought goods.

Building category campaigns, wherein strategies are created as per the product type can help businesses craft appropriate messages and enhance marketing efforts. With consumer products divided into categories, marketers must research how prospects view and categorise each product.

Convenience products are comparable to other brand products and are inexpensive, hence this category requires augmented distribution and marketing to influence customers. Having a selective product distribution with few retail partners and a range of product lines can boost sales for shopping goods like clothes and cosmetics, as consumers are generally picky in this category.

Speciality goods like electronics demand high prices, exclusive distribution, with targeted marketing since they are driven by high loyalty. Unsought goods like funeral or health services are better suited for aggressive advertising, often emphasising on the risks of not purchasing the product.

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