The makers of Paper Boat, a different type of soft drink, did a lot of advertising and brand building activities. It followed almost all rules of marketing. It created an air of being different and unique. The product, packaging, communication etc. were very unique. It also had an emotional hook reminding people of their childhood memories.
But, even after about 3-4 years, the company has not been able to make a profit. Actually, the amount of loss is more than the sales turnover. The path ahead seems to be difficult.
Why?
Attracted by the noisy marketing campaign, some people bought this soft drink. But, they did not feel anything to prompt them to buy it again. There was nothing in the product that consumers would get used to it and buy again and again.
Business grows and becomes profitable only when a large number of customers repeatedly buy our product or service. These old customers will also bring other new customers along with them. Focus on increasing the number of repeat customers in the business.
Let us hope, the brilliant minds at the company will create that magic which attract customers repeatedly.
(Expert advice to GROW your business wherever you are, whenever you want.
