What Is Consumer Oriented Marketing And Its Three Examples?

Consumer orientated marketing is when a product or service is marketed at the consumer, with the consumer needs at the front of the marketing. This is seen as an alternative to traditional product orientated marketing which is where the product that is being promoted or advertised is the focus for the marketing collateral.
There are three main focuses to consumer orientated marketing that are said to have the biggest influence on what the customer purchases. These are:

• Size

This can be seen as the size of the brand or size of the market that the brand sits within. This creates a model in which the brand can see the size of their market and the saturation of the market that it sits within.

• Congestion

Some markets are congested and aiming a product at a consumer is hard in a congested market. To do this, the brand must use consumer orientation to advertise their product and ensure that the product is viewed by customers as a viable alternative to everything else that is on the market. This consumer orientated marketing must work hard to reel the consumer in to believing that this is the product that they need.

• Purchasing power

The consumer orientated marketing must be directed at the right group of people. The purchasing power of that group is vital in determining how the product is marketed. If the purchasing power is high and the consumer is of a higher wealth bracket then higher end, less gimmicky marketing strategy must be used to entice the prospective customer.

When a product is marketed in a consumer orientated way there must be a lot of research done to find out about the consumer. Although this can be costly, the benefits of most consumer marketing campaigns do outweigh the initial research cost.