To talk about marketing myopia, you need to ask yourself the following questions. Have you ever stopped drinking coffee for tea? Have you stopped drinking soda for water? Have you stopped going to the movies for bowling or watching a movie on Netflix?
Surely the answer to the above question is YES. These approaches lead to a simple definition of marketing myopia by referring to companies that focus on a single product strategy leaving the end consumer behind. The consumer does not buy a product, he buys what that product does for him. A company that focuses its efforts and growth strategies on strengthening its product without identifying the needs of the end customer is bound to fail. The success of a company is centered in carrying out Outside-in strategies (from the outside in) to identify what the consumer needs and what is the specific need that I am supplying with my service and/or product. In this way, companies are able to reinvent themselves to what the industry demands and to use business innovation methodologies that allow them to transform their product and service portfolio to the demanding and changing needs of the market. A solution to marketing myopia is through an effective branding strategy. To take the brand image to another level that does not highlight the product but the benefit. Bringing a message with emotion that activates the consumer's senses. Content marketing is effective in this type of strategy. 3 companies with marketing myopia 1. Kodak. Company that will go bankrupt in 2012 for not reinventing itself and focusing on product strategy, thinking about the company and not the customer. Kodak was the first company to create a digital camera, however it bet on the photo printing and film industry omitting the need for the industry. ( they forgot that the real need was to capture moments in a practical way) 2. Blackberry. A brand that is still active in the cell phone market, recently launched its model Blackberry Passport. So far the comments have not been very positive. It seems that blackberry focused on producing cell phones and forgot that what the customer really buys is a device that allows him to have effective, agile modern and practical communication. 3. Aeropostal: In 2016 Aeropostale declares bankruptcy and loses 95% of its brand equity. This brand focused on producing clothes and not reinventing itself to a changing and diverse market. In conclusion, we must be clear "what is the real business", what do our customers need? how can we meet that need? how should we innovate and deliver an efficient value proposition? and never forget the indirect competition, that is where the real strategy of evolution and growth is. Theodore Levitt said: "The importance of marketing is not in making money, but in winning customers. Selling is the responsibility of the sales area, while the marketing area must focus on people satisfaction" Source: Theodore Levitt, Myopia in Marketing. In: Harvard Business Review, July-August 1960, p.45-56
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