Having studied the Product features and benefits, let us move on to ‘Marketing DXN products’ to CONSUMER. Here, what is required is ‘marketing skills’, based on consumer needs and product application. ‘Product Mktg’ is the backbone of the biz and should be handled with care and commitment. Through training, the NWer has to acquire ‘field skills’, rather than dwelling on elaborate product knowledge!
From this stage, NWer has to constantly deal with ‘human beings’ – be it a Consumer or a Team Mate. Therefore, the NWer has to acquire skills in Communication, PR and Value system. Three parameters should be constantly managed by a Leader:
- Efficiency: Quantum of output within a target time frame
- Effectiveness : The Quality of Performance, leading to market impact / brand image
- Human Values : This is the fuel for ‘multiplying’ the above (1) and (2) exponentially.
Our favourite eg. for the above parameters: Mahatma Gandhi. ‘Non-cooperation’ is a simple concept! He projected it as virtue and implemented meticulously, for ‘freedom of the Country’. The ‘Multiplier effect’ came from people of this country, purely based on human values!