MARKETING STRATEGIES AND RECOMMENDATION
The 3M Company is one of the most popular brands of adhesive tapes, and office supplies that are highly used all over the world. No wonder their company requires creativity in every employee as much as possible, they are allowed to take a research or recommendation no matter what position they may be. This kind of company cultural behavior contributes largely not just to their employees but to the company itself.
Tracing back their history of one of their products the “Post it Notes” is a product of genuine spark of intelligent idea coming from the 3M Company scientist, Art Fry have turned his misfortune into a creative masterpiece when he is discovering an adhesive that wouldn’t stick that much they thought that this discovery was not very useful so they did not bother to continue the discovery.
While Art Fry was in the church as a choir member he would turn and mark the pieces of hymnal songs but every time he does it always fall that irritates him. He decided to use the adhesive on his hymnal and later found out that it sticks well on paper not only good for bookmark it is also good for writing notes as well because it stays in place and when you decide to remove it, it will not damage the paper or it will not even create a mark. Finally, Art Fry hits the jackpot that results in 3M post it notes and one of the most successful, best selling products that is distributed all over the world.
Some of the most successful products of 3M Company are some kind of various types of tapes, Adhesives, Silicone rubber products, Office products, Health care products, Sandpapers, etc. Basically their distribution is worldwide; their marketing strategies are usually developing partners from local suppliers and manufacturers from other countries for distribution supported by professional development team for creating and innovating their new products and services. Direct response by selling from various government agencies and offices, they also use some forms of internet and email marketing, direct phone call selling through company’s expense not in a call center.
They do not focus much about traditional advertising and promotion from various media as of today since they have not focused much on competition in their industry. They found out that this kind of approach above is more cost effective in their company since they are not a luxury or necessity or consumer products. They also have a marketing strategy which they call Two Steps Marketing by recycling their old customers to renew contracts or the new customers giving them time to study their products and letting the customers decide, wait for them to take orders, no forced selling but reminding them about the products which can be easily configured. Using this simple strategy they have gained a volume orders.
Maybe in some products or companies must require a very encouraging product demonstration but not in 3M company because every product is simple and the instructions are well written in every product. And basically that’s it they have delivered the company in a traditional yet very effective marketing and sales strategy.
3M company has been very successful in distribution and basically in sales because of their long term engagement and successful business partnership and marketing arm all over the world but 3M company here in the Philippines do not gain much attention about their various products it is only post it note and other products are popular. They are probably one of the best companies in the world in their industry that is why I believe they can use a thorough advertising and promotion scheme using all forms of media.
McDonald has been the number one and the market leader in fast food industry all over the world but here in the Philippines is it Jollibee who have penetrated the market. Jollibee’s all out marketing strategies has been very successful that they have dominated the market and took off the customers from McDonald. Although successful, 3M must still aim to maintain their position of market leadership for soon they will have a great competition that will out sale their products and they should not allow this to happen. They can use various forms of media including television, internet, magazines etc. to gain visibility and confidence from their clients whether corporate or individual.
Pricing strategy is another thing, if they can produce the products in the countries where they have established and distribute, they can sell their products for a lesser price. Most 3M products have a higher price rather than the competition because of its name and import cost. 3M must learn to initiate pricing strategy to eliminate the cost price in the future so that people will not go to the competition because of its price.
Credit:ivythesis.typepad.com
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