Should marketers get their noses in manufacturing?

Well, ideally, nobody should cross his/her lines unless it is absolutely necessary. That is why specializations in knowledge and expertise are for, right? Well, in many cases, this crossing of line is necessary.

No wonder why it is easier for Toyota users to change spark plugs than for the users of Chevy. No wonder why the strong packaging by Meridian chips sometimes leads to difficulty in opening the pack when compared to opening the pack of Lays. In many cases, better quality from engineering point of view may lead to a “poor” quality at user level. It is all about user friendliness and perception. Many manufacturing companies do involve marketing experts at the “design” phase of their brands. This crossing of line is absolutely necessary. In fact, it should not be thought of as there exists a line in between! Design inputs by brand experts must be an integral part of manufacturing process. After all, it is the customer that matters.


About 1mmarketing

Working as Associate Professor, School of Business, United International University, Bangladesh; a North-American graduate, with doctoral studies from UUM, Malaysia; cherishing a wide-view of the world, with multiple interests in culture, people, traveling, and specifically marketing science. I have a colorful and diversified background with a blend of corporate experience, research, consulting, training, public speaking and teaching. I love to write about marketing issues that affect our lives, and talk about its direction that would promote the greatest human welfare.
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One Response to Should marketers get their noses in manufacturing?

  1. Najmun says:

    Yes and No.
    Yes, because: Where else would the service provider and/or the product manufacturer get market feedback from other than the marketeers? There is a limit to what can be derived from the frontline sales department in the form of meaningful data and information.
    But No, because: There should be clear lines of demarcation in authority and responsibility. Further, that information from the field needs to be analyzed and R&D to work on and recommend product and/or service improvement .
    Market Research can make the suggestions based on their findings. Accommodating marketeers in the ‘design’ phase is pragmatic. Their role is indispensable at this early stage, too as it is in the stage for Toyota recalling its vehicles to correct manufacturing defects and faults. Brand messages and developing new tag llines assume a revised role in the life cycle.
    Yet not having that line of demarcation would be the equivalent of pandemonium and a precursor to anarchy in the organization.
    Even in the launch of new products, though, one should not read too much into market “findings”. All indications from the market suggested that the Walkman would be a failure but we are overawed by its eventual success. Also, would we have known about Steve Jobs to the extent of his stature had it not been for his innovative thinking and the courage of translating that into action by throwing caution to the winds and (developinbg)the magnficence of his products one after the other?

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