Question

Using any product category as an example, briefly explain the following 2 strategies of problem recognition that will encourage consumers to replace their current product with a new product: i) exaggerate the gap between the current and ideal states & ii) timing of problem recognitions. First, explain the strategy and then use any category as an example to support the explanation of the strategy. Follow this approach for both strategies.

Answer 1

Exaggerate the gap between the current and ideal states & timing of problem recognition are two strategies that encourage consumers to replace their current product with a new one.

Step-by-step explanation:

Strategy 1: Exaggerate the Gap Between Current and Ideal States:This strategy involves highlighting the shortcomings or limitations of the current product and emphasizing how the new product can bridge the gap and provide better benefits or features.For example, in the mobile phone industry, a new smartphone could be marketed by exaggerating the gap between the current phone's camera capabilities and the ideal state of professional photography. The marketing message could focus on how the new phone's advanced camera features can capture stunning, professional-quality photos, emphasizing the limitations of the current phone's camera.Strategy 2: Timing of Problem Recognition This strategy involves creating a sense of urgency or need for a new product by timing the problem recognition when it aligns with certain events or situations.For instance, in the fashion industry, a clothing brand could encourage consumers to replace their current winter coats with a new collection by timing the problem recognition with the arrival of winter and highlighting the need for a warm and stylish coat to deal with the cold weather.