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All the theories on motivation actually give the companies an opportunity to figure out, which of their products meet specific customer needs. A good idea will be to make the customer’s desire a priority. The manufacturer’s desire should be a secondary priority.   
  
Consumer motivation is an internal state that drives people to identify and buy products or services that fulfil conscious and unconscious needs or desires. The fulfilment of those needs can then motivate them to make a repeat purchase or to find different goods and services to better fulfil those needs. 
  
These needs, desires and wants of consumers are as a result of their lifestyles. 
  
If a particular goods or services do not fulfil their desires and make them achieve the kind of lifestyle want, they might not be motivated to do a repeat of purchase for the good and service. But if the other way round, the reverse will be the case. 
  
  
For a fact, consumer motivation is not only internally driven as the Motivation theories suggest, but rather, marketers also have a huge roles to play  in motivating the consumers to buy the goods they need to fulfil their desires 
  
So this part of the presentation is to throw more light on Consumer motivation and explain how a marketer can play a big role to also motivate a consumer to compel the consumer purchase more of the goods and services. 
Hence the Influence of marketers on consumer motivation 
  
These days, marketers are really pushing so hard to get the consumers so motivated to purchase their goods and services. 
  
Now since we have discovered that the marketer has a role to play to motivate a consumer they tend to use it as a strategy to market their brands and drive it down into the spines of the consumer. 
  
Here are some of the tactics they use 
  
1: Addictive Slogan 
  
Marketers build a win-win slogan. 
This win-win slogan is an addictive slogan that is built to ostensibly satisfy the wants, desires and needs of the consumer at same time 
  
Remember that slogans a usually developed from a firm’s mission and vision statements or the determinant attributes. 
  
Actually there some brands that are for basic needs, they satisfy the consumer’s needs. While there are some brands for luxury and pleasure, they satisfy the consumer’s wants. 
  
So the marketers put everything together to convince the consumer that their brand can satisfy both the needs and wants at same time. 
  
Lucozade Sports will tell you that their drink is an isotonic drink with good taste (pleasure), gives you energy (want), then it’s better than water (needs). 
So definitely you will be motivated to buy it when you know that all your desires are about to be fulfilled at once. 
  
Closeup toothpaste is for need keeping the mouth clean (need), but also for you to have a good breathe to kiss your girlfriend (pleasure) 
  
  
2: Advertising 
  
Advertisement is either to introduce a new brand, or to refresh your mind about an existing brand. 
  
Most brands like Pepsi is already selling, but they will still always run adverts to refresh your mind about the brand. And they will use football stars and popular artists so that when you see these popular people, you will be motivated the more to continue buying Pepsi. 
  
  
3: Customizing to your specification 
  
When you are using a brand that is just for you alone, you will surely have some pride using it. 
Or maybe when you are using a brand made in your name, you will be highly motivated to continue using it 
  
Coca Cola employed this in 2015 they write people’s names on the bottles. 
There is a kind of pride and motivation when you are drinking a bottle of Coca Cola with your name on it. 
  
Some luxury car manufacturers also use this technique. 
  
  
4: Reshaping, reinventing and portability 
  
Once a brand is shaped and adapted the way you want it, it will always give you that motivation to repeat the purchase 
  
  
5: Engaging the sensory organs of the consumer 
  
Just like in consumer perception and attention, 
Some marketers use sounds, scenes, good scents and lovely feelings to motivate consumers for repeat purchases 
  
You notice that these days, marketers use hit sounds and music tracks produced by the finest music artists to motivate the youths to subscribe to their brands. 
  
In Nigeria, Etisalat employed this technique. They produced a hit track with the Nigerian artist, Banky W. 
Most youths loved the song. They downloaded on their phones and it really satisfied their desires and brought a fulfillment to their style. 
Some of them downloaded it just to show off to the opposite sex. Their wants were really being satisfied. And in turn, they were motivated to subscribe to the services of the Etisalat brand. 
  
Again, Harrods use tailored aromas and scents in their stores. 
Harris’s can decide to tell the consumers the type of scents they use, and believe you me, consumers would definitely wish to buy the scents and use them in their homes. 
  
And once this happens, there is a kind of satisfaction and fulfillment. They will be motivated to identify themselves with Harrods. And in turn, the will be repeat purchases from Harrods 





When you hear about new market, let your mind be centered on "developing, distributing, and marketing a business, a product or a brand that was never in existence".  
Customers didn't know about the product. There was no market about it. It’s completely new.   


Instances where you meet an old/existing market, and a new market

If you graduate from school, then open your own firm and start producing biscuits baked with wheat and flour, are you targeting a new market? No!
Reason?  McVitie’s biscuits made of wheat are already there in the market

If your firm creates an app for currency exchange, are you targeting a new market? No!
Reason? X.E and the rest of the currency exchange apps are already there in the market.  

But if your firm creates an app-like robot that can be installed in the human brain to help the human read and pass their exams, are you targeting a new market? Yes! Reason?  Such app doesn’t exist in the market for now  

So this is more or less the differences between a new market and old/existing market 


Examples of some global companies that met a new market  

Google - new market of online search and search engine marketing  

Twitter - a new market of micro publishing  

Most apps on smart phones are new markets in technology industry  

Some pharmaceutical and health firms enter new markets through research on different bio chemicals that produce unique type of drugs  

Most food companies also produce unique and entirely different brands that never existed in the market 


Advantages of venturing into a new market 

When you are entering, or when you successfully enter a new market, below are a few advantages:  
1.   There are no competitors  
2.   There is market leadership  
3.   Growth is quick  
4.   You will win big  
5.   It enhances creativity because you have to create and event something that can best soothe the consumers. It makes you think fast. Good thinking, good product. Good enhancement.   
Creativity is new market. Creativity is unique to you. It didn't exist. So once you dish it out, customers will buy all 


Disadvantages of venturing into a new market  

1.   It's risky the market might not be there 
2.   It's risky it might not soothe the consumers  
3.   There might not be a know how to continue with creativity, enhancement and innovation  
4.   Government consumer regulations might affect the products  
5.   There might be lack of knowledge for effective distribution and marketing 


How to handle things properly while entering into the new market  

1.   Make sure the market will be there  
2.   Create a good product  
3.   Provide templates for creativity and innovation continuations  
4.   Get proper information on government regulations about such products 
5.   Good management  
6.   Good distribution and marketing strategy   


Here is one key intelligent way of entering a new market 

·        Dominate an existing market and simultaneously open new markets.  

Uber did this! It dominated the existing markets of taxi services, but then it opened new markets by adding digital location designation-based services with the help of smart phones. 


The Key Entrants into the New Market 

In other explanations and more insights on old/existing markets and new markets, there two classes of business owners that enter a new market. They are simply described as new market entrants.
They are classified as the pioneers and the followers. They are known as the key entrants.
These two classes of new market key entrants have different unique strategies with which they enter into the new market. The different strategies they employ is in a bid to bring about success to their businesses and brands


So below are the successful new market entry strategies for the two key entrants 

The two key entrants are the PIONEERS AND THE FOLLOWERS  

The PIONEERS identify a new market and they enter first. And if things work out for them, they are rewarded handsomely. They are more like the PROSPECTORS.  

The FOLLOWERS identify a new market but stay back to analyze it, or watch the pioneers enter first so that they can take note of pitfalls and tackle them before they enter. They are more like the ANALYZERS  

Such cases can be explained by an example where Lotus 123 and word perfect entered the computer spreadsheet new market first.  
Then Microsoft followed later.  But now, Microsoft is leading.  


For a successful new market entry for pioneers, they should have,
  
1.   Large entry scale  
2.   Broad product line  
3.   High product quality  
4.   Heavy promotional expenditures  


For a successful new market entry for followers, they should have,
  
1.   Larger entry scale than the pioneer  
2.   Leap-frogging the pioneer with superior product technology, product quality and customer service 


Written by @winston_oge

Professional Business Strategist and Administrator

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