Fundamental Differences in Automobile Marketing and Selling Compared Marketing of FMCGs

Some say that marketing and selling are the same for every Industry Sector, although that is not really the case. Now there are some similarities in brand building between selling a luxury automobile and marketing toothpaste, but the rest of the marketing is very much a different game all together.

The building of a brand requires images of a lifestyle or attitude that the potential buyer will relate with, that will be part of their belief system and who they are. So much so that they will proudly wear that label and prominently display it. Others who agree will use that brand to make a statement and as it becomes stronger and stronger the brand enjoys the synergy as others race to join in.

BMW, Hummer, Jeep, Lexus have all accomplished this in the auto sector, as Crest and Colgate have captured their consumers in the fast moving consumer goods sector. And who would want to be seen smiling while driving the ultimate driving machine down Rodeo Drive in Beverly Hills CA, with the rich and famous. The bright smile gives you social acceptance and happiness and the ultimate driving machine gives you class, style and status.

This is where the similarities hold true, but the rest of the equation is quite different. During the sales process buying a car is quite involved, lots of forms, a big purchase, lots of shopping around and things to consider; it's a big deal. With the selling of FMCGs or fast moving consumer goods, it is an impulse item, throw it in your cart; "throw and go," if you will.

You see the package and it resonates with the images you have imprinted on your brain and you buy, simple, fast and done deal; not a lot of extraneous thought or logical thinking there, it's a decision primarily made a sub-conscious level for the most part. Just as the marketing psychologists planned, there is a lot of science that goes into this. Think on it if you are going to by the BMW and Just Do it if you are going to buy the Nike T-Shirt.

"Lance Winslow" - Lance Winslow's Bio If you have innovative thoughts and unique
perspectives, come think with Lance; http://www.WorldThinkTank.net

Article Source: http://EzineArticles.com/?expert=Lance_Winslow