We always need to kid ourselves that it’s “quality” that wins the day for us.
Say that to Pepsi and they will tell you what that kind of thinking did for them. In the Pepsi challenge which took place more than 20 years ago, people overwhelmingly said Pepsi tastes better than Coke. Still a quarter of a century later, how much headway did Pepsi made in Coke territory?
We need to console ourselves time and again. Let me ask you, how do you know that Arong Panjabi is of better quality than any other panjabi? Have you bought each and every panjabi in the market, wore them and tasted it against your pre-conceived ideas of design, durability, aesthetic appeal etc.? Then how can you possibly tell it’s the best quality?
In the same manner, how is Lux better than Keya? How is Deshal of better quality then Nipun? How is Forrest Gump better than A Beautiful Mind? How is U2 better than Boyzone? Let me utter the simple truth(s), the whole truth(s) and nothing but the truth(s).
- We don’t buy the products. We buy the labels and the product that comes along with it
- Product quality is not important. “Perceived” product quality is the thing. Meaning – no matter how good your product is, if your customer does not think its good, its NO good.
- People don’t buy soft drinks for taste. Ask Coke.
We make an assumption of “quality” which is basically a sum total of our experience, the recommendations we hear, our exposure to media, and an “X” factor which can never be pin-pointed, but which somehow makes us favorable towards certain brands / decisions. So next time you are in line for market share, don’t pray for quality. Don’t ask for quality. Ask for brand building that creates “Perceived” quality.
Marketing is a battle fought in the mind of the people, not in the market place.