Intersection Marketing has the potential to help businesses drive customer-following. This
is because, my observation of the business landscape has clear evidence
that:
"a firm
could develop great marketing supported by large budgets but will not make a
dent or even move a needle unless it creates customer-compelling space that
that define what people want; unless a new competitive arena in which the
competitors were not effective emerged; and unless it create market space that
opens some defining gaps from competition. Then success could be dramatic in
terms of sales, profits, and market position".
In the Nigerian Telecomm space, Etisalat demonstrated Intersection
Marketing:
- Etisalat Nigeria created Easycliq attuned Browsing-on-the-go trend.
- Amstel leveraged Sugar Conscious Trend to create Low-sugar Malt
- Yoplait matches its yogurt-Producing to Eat-on-the go Trends resulting in Gogurt.
- MTN Nigeria observed that People desire to spend Less when making calls. The result was Supersaver Tariff Plan.
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