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Some days ago I wrote Test Marketing In Nigeria; The Good, The Bad And The Ugly so after getting a heartfelt comment from project.HOPE co-founder @juanmolina I've decided to talk about the practical process to test marketing in perspective just like he asked me to, needless to say it's something I find very exciting as well. So what how can we definite the practical process to test marketing? First of all, test marketing is a solid ground through which a new product thrives in a heterogeneous and competitive market in any society of the world, Legend Extra Stout was one brewery in Nigeria that actively participated in test marketing and this was to actively understand the areas they could make progression in order to compete and make profit with some of the biggest brewery that already had an established brand name in Nigeria in the likes of Guinness for examples.
So How Can A Company Perform Actively A Test Market Process?
First of all, a new product must be involved, however a company might decide to test market an old product but that is only if it has undergone repackaging or if it is a product that was not very successful when it was earlier released in the market, so after a product has undergone idea generation, idea conceptualization, business analysis product development, then it will get to the stage where it would need to be test marketed to predict how it could go far it could go. So first, since test marketing involves the general public testing a product without having them to know that they are actually test marketing. A company would need to employ people who would then go to different geographical locations. Of course this different locations would need to have requirements of people with various kinds of need and wants according to their consumer's behaviour and market segmentation.
So actually these marketers will now have to get a popular brand already established in the market and produces similar products that they are about to test market then they will now bring a mock-up of their own product (which they intend to release to the market after the process of test marketing)in comparison. Of course the members of the public are always willing to participate in test marketing activity because it is free so the text marketers will not be lacking people who will test their products even if they would have to sift through feedbacks that are real and those that are not, they'll be reporting back to the team managers who will analyse the data of the test market operations. So test marketing relies on the altruistic comments and feedback of people so people would have to use this product in front of the test marketers and give immediate feedback especially if the product is a consumer product/goods or a staple good.
In fact it a marketing operation might be done through a media house recording or live programme so that it could be televised or seen by a lot of people who are not present during the test marketing operation because these people might become potential consumers as a result of the feedback that people have given. So before a test marketing operation takes place a company or brand aiming to test market a new product must make sure their product is up to par so that even if they get negative comments it will be truncated by the much more positive comments and feedback that they will get. Most especially test marketing works better when a good that is being test marketed is a good that can be used immediately and feedback is given immediately as well. However the test marketers will ask the people who are test marketing to give ways through which they can better their products and this will be included in the analysis to be reported.
In Conclusion
A marketing process deals with practical instances, test marketers would need to ask the people who are test marketing to give comparisons of what they have tested to similar products in the market and how the efficiency of the new products could go ahead to compete with the big brands already established in the market. They would have to then I saw the general public that they would ensure sustainability and also be considerate in price as well as maintenance of quality. Test marketing is also relating with the public so we can call it public relations in the making the process must make sure that the right information is being gathered and this is how a company can organise their structural framework towards moving forward as a new brand in the market.
Interested in some more of my works?
The Big Issues With "Faking It Till You Make It"
Consumerism And Spending From A Strange Point of View
Your Experience Is "Money", Feeling Free To Sell?
The Fruitfulness Of Taking Actions Immediately We Make Decisions
Waking Up "Undead". (An Original Poetry)
Understanding Obtainability And Unobtainability In Our External and Internal Societies
The Dilemma That Comes With Condoling The Act Of Betrayal
Life Goals 101: Building Character In Place Of Noteriety/Popularity
Erling Haaland : Making The Case For Manchester United's Missed Opportunity
My name is @Josediccus, a young Nigerian student who is a Dtuber, 📷 Psychologist, Poet And Sports Writer/Analyst. I'm using my contents as a process to create shared meaning as well as create expressions through which people on/off steem can relate. I believe content is a process to be enjoyed and relished and I'm up for any collaborations in my field stated above. Cheers
@Josediccus, your brother in pen and video 📷
I'm hoping to reach more people who are broken at heart and spirit, so share on any platform or resteem