The goal in the marketing process is undoubtedly to increase the demand for a product or service, and this is the norm to raise sales and profits, but have you ever thought that there will be marketing that seeks to reduce this demand for sales or not turn out for it? Yes, and this is called (counter-marketing) and it is used by companies whose production capacity is less than the demand for them, so they adopt the method of counter-marketing to reduce the percentage of demand for their products or services.
The counter-marketing method of companies is carried out using several specific tactics, including the following:
Raising prices or changing the pricing policy, such as stopping offers and discounts.
Ceasing advertising campaigns or any promotional process for this product or service.
Restricting the product to specific outlets.
Complicating the purchasing process by setting conditions for the acquisition of the product.
It is worth noting that counter marketing does not have to be surprising or fast, but should be awaited during its implementation so that it is used gradually through a well-thought-out and smart plan in order not to affect the reputation of the brand or cause anger or alienation of the masses.
It is not required that the company is unable to manufacture the product according to the increasing demand for it to use counter marketing, the goal may be to legalize the purchase of the commodity or rationalize its consumption, making the commodity an inventory of a specific group targeted for a successful marketing process.
Counter marketing often spreads a lot in developing countries, especially those that suffer from a lack of electricity, oil derivatives, or the use of cars. Counter marketing may also be used to preserve the environment from pollution.
Counter marketing is divided into several sections, namely:
General counter marketing
It aims to exclude undesirable customers or those who are not expected to contribute to the success of the marketing process in acquiring the product. Thus, the company limits its acquisition of the product through several strategies and monopolizes goods or services on those who need them most.
Selective counter marketing
It is this kind of marketing in which a large number of customers are rejected in the hope that the product appears to be more valuable than the customers themselves, meaning that there will not be an increased demand for the commodity, but rather it is a marketing tactic to make the masses feel the importance of this commodity and its high value.
So, counter marketing is not just a tactic that is aimed at reversing the marketing process, but its goal is also to control and direct customers’ choices and the way they reach the product.