Professional anti-crisis marketing
Anti-crisis marketing is a search for hidden market opportunities that can be realized very quickly. These opportunities exist in any market, but under normal conditions, when all is well, they are ignored, and they are ignored on purpose, leaving a rainy day. The presence of such a nuance as a hidden market opportunity, not everyone knows, but only very advanced marketers. They know and are silent, because the knowledge of this nuance gives all the cards in hand in order to slow down and even stop the decline of the market as a whole or only of its segment.
Professional anti-crisis marketing
Knowing this nuance with the right approach, you can even ensure market growth, despite the many crisis phenomena in the economy. For example, take the underwear market, whose volume is estimated at $ 6 billion based on sales. In fact, US $ 6 billion is not the volume of the market, but the volume of what we were able to sell. If we calculate the market volume based on needs, it will be about 32.4 billion US dollars.
The above information allows us to conclude that the real volume of the underwear market, calculated on the basis of needs, is greater than the volume of the underwear market, calculated on the basis of sales volumes more than 5 times. Knowing the volume of sales and the volume of the market based on needs, one can easily calculate the volume of hidden market opportunities, and any market has them.
For example, the amount of hidden opportunities for the market of underwear is about 27 billion US dollars! How can this be? When calculating the volume of the market, based on sales, only what is sold is taken into account. When calculating, based on the needs, not only what is sold is taken into account, but also what is not sold, but could be sold under certain circumstances.
What kind of circumstances are these? It’s simple, the bottom line is that underwear is sold only if it meets real needs. If it does not meet real needs, it is not for sale, but the need for underwear remains, just as unsold underwear remains in stock for an indefinite long time. To offer something that meets real needs – this is anti-crisis marketing.
Let’s look at the situation. The girl really wants to buy sexy underwear expensive brand, and the original, and not a copy or a fake, a specific color of a particular material, a particular style, a specific cut, to raise their self-esteem. She has a strictly defined need, which will be satisfied only if she finds and buys exactly the underwear, the image of which was generated in her mind.
The girl begins to look for exactly this underwear. Bypasses all stores, browses all online stores, walks through the markets. In general, she is exploring all the possible places where her underwear might be necessary. This goes on for several weeks, but she does not find what she needs. There is no sale, but the need, that is, the need has remained, the girl, as she wanted, still wants such underwear, but he is nowhere to be found. If she offers such underwear to her, she is guaranteed to buy it.
Why does a girl want to buy a strictly defined underwear and only buy it?
Why does a girl want to buy a strictly defined underwear and only buy it? The thing is that she has a strictly defined need and it is this need, and not some other one, that she wants to satisfy. Moreover, it should be understood that every need has a specific reason for it – every need is shaped by the influence of a strictly defined idea.
The idea takes root in a person, turns him into a consumer and motivates him to buy something that will allow this idea to be realized. This means that the girl wanted to buy specific underwear for a reason, not for the sake of underwear, but wanted to realize a specific idea through underwear, but could not, because she did not find underwear that fits this idea.
As shown by research results, on average, each underwear buyer has up to 6 unmet needs for underwear. The buyer cannot satisfy them, because he cannot find underwear for the implementation of the ideas implemented in him. Underwear is offered a lot, very much, but only every 7 sets of underwear corresponds to a real need. All the rest of underwear does not correspond to real needs and therefore is not for sale.
It is from such situations when the lingerie consumer cannot find the lingerie he needs and develops the volume of the lingerie market in the amount of 32.4 billion US dollars. This amount – this is the hidden opportunities of the market, which allows you to implement anti-crisis marketing. Consumers want to buy underwear, they have money for it, but they cannot find what they need.