MARKETING not a battle of PRODUCTS but a battle of PERCEPTIONS

LAW OF PERCEPTION

In long run… Only best quality product WILL WIN Isn’t this truth one man’s Perception?

Truth is Elusive; IT IS All PERCEPTION

What is the basis for battle in the car market? Quality Styling Horsepower Price NOT TRUE

Largest selling Japanese imported cars in US Sales order of the same cars in Japan No. 1. No. 2. No. 3. No. 3. No. 2. No. 1. Toyota Honda Nissan Toyota Nissan Honda This is the power of perception over products . It is what people think about Honda, Toyota & Nissan that determines which brand wins . Same products, but different perceptions.

This is the power of perception over products .

It is what people think about Honda, Toyota & Nissan that determines which brand wins .

Same products, but different perceptions.

In US, on purchasing HONDA, people will ask – What kind of Car did you buy? In Japan, on purchasing HONDA, people will ask – What kind of motorcycle did you buy? No. 1. No. 2. No. 3. Accord Civic Prelude In Japan, HONDA is perceived as a manufacturer of motorcycles. Why would anybody buy a car from a motorcycle company? Yes! Marketing is a battle of perceptions , not products . Hence , the process of dealing with those perceptions!

In Japan, HONDA is perceived as a manufacturer of motorcycles.

Why would anybody buy a car from a motorcycle company?

Soft drink Companies once thought that marketing is a battle of taste! Over 2,00,000 taste tests were conducted which proved, that – New Coke tasted better than Pepsi Cola. Pepsi tasted better than Coca Cola Classic (Original formula). Research proves the best (new coke) to be in 3 rd place. Research also shows the last, 3 rd brand in 1 st place. Soft drink marketing is also a battle of perceptions … not the taste!

Over 2,00,000 taste tests were conducted which proved, that –

New Coke tasted better than Pepsi Cola.

Pepsi tasted better than Coca Cola Classic (Original formula).

Research proves the best (new coke) to be in 3 rd place.

Research also shows the last, 3 rd brand in 1 st place.

EVERYBODY KNOWS PRINCIPLE … People’s buying decisions are based on other people’s perceptions of reality!

Everybody know… Japanese make high quality Cars than Americans do… If you’ve had a bad experience with a Japanese Car, you are just unlucky . If you’ve had a good experience with an American Car, you are just lucky . because all know … that American cars are poorly made!