Psychology of Known to Unknown

Ever wondered why the harvesters from every manufacturer looked almost similar. Ever wondered why a cultivator or a cage wheel looked the same irrespective of the manufacturer ?

In early days, the implement manufacturer did not matter. The category, class and use of the implement did.

The ideology and marketing principle behind these implements and the harvesters are all the same. They were being marketed to users who feared the “Unknown”.

 For generations now, the evolution of Agri based systems, implements, equipments have all traced its genesis to traditional manual practices adopted in farming.

All Farm Equipments traces its genesis / roots to manual practices in different geographies:

One of the largest challenges is to template an understanding of this psychology to our benefits as stakeholders – be it as a Tractor Manufacturer, OR an Implement Manufacturer OR a Financier.

Yet, change has occurred over times. That is reality. No practice continues forever. As I watched manufacturers deal with tough time, very beautiful aspects came out.

 1.      ALL is WELL

 Since I cannot trust my own judgment about this experience, I need you to tell me what you think about it. I will trust your judgment.

 This is the predicament of almost every Customer. Hence the reassurance technique to say ALL IS WELL, works brilliantly. The downside to this however, will be when these reassurances are tagged with marketing ploys.

 For Eg : “Arrey Way Ram Bhai ! You seem to be doing pretty well…. You’re also hiring your plough, managing your relationship right and are able to get your money churned too…. Yet I feel you would have done much better if you had used a power tiller ! ”

 Reassurance as Wiki defines is the action of removing someone’s doubts of fears and restoring confidence.

 Reassurance used a powerful marketing weapon was indeed an eye-opener.

 

2.      PROGRESSIVE SALES APPROACH

Irrespective of the type of vehicle / asset, every manufacturer is faced with 2 major issues :

(a)   Research is done by each manufacturer to find out NEED of the market. These findings when fine-tuned for economic viability, undergoes changes and therefore requires marketing to reassure the customer that this product is good.

(b)  While a model / variant is launched, the acceptance is not uniform. While some depend on marketing and service availability, we refer here to the model acceptance from usage / functionality.  

Many a time, this gets exhibited as Scenario 1, where we plot Acceptance Vs Functionality.

Ideally, we would say - “chuck the variants / models in the red segment and reduce the variants in the amber segment.”

Surprisingly, that is NOT what the manufacturers do……

1. The variants in the “Red” segment is reduced, and portrayed as niche (High End Variant ) of the widely accepted Low end..
2. The variants in the “Amber” Segment are given geo specific makeover and embellishments to equate the same to the popular models from competition and same brand.

The highlight of this – A professional in this segment rarely talks down about his competition or his competition’s offerings. They would rather focus their energies on their own offerings and the benefits the customer would get.

This indeed was a very positive and progressive approach in tractor marketing. A market considered unorganized in its methods did have its ethics.

 

3.      ASSOCIATIVE APPEALING

 Once inducted into the use of mechanization and farm equipments, one would feel the job of marketing is lot easier.

Nay ! It is a path of constant reassurance and convincing.

 If a customer purchases a power tiller, the next is a 15-25 Hp, and then 35 Hp and then 42 Hp.

If the customer is not wary, he falls victim to the marketing techniques of the manufacturers who had different agendas.

While a BRAND A, might be focusing on marketing 50 – 60 Hp, another Brand B, might focus on 45- 55 Hp, and a third brand C might focus on 35 – 42 HP.

If the customer is not clear on what he wants, he will be sold a product which far exceeds his requirement.

What happens, if the customer gets stuck with a high end model ? Simple, he is the right choice for an Exchange Scheme and thereafter a lower HP with right requirement fit is provided.

This change cycle continues iteratively with technology, new models, new research findings etc. Yet, the market is always positive…...