Understanding Disruptive Marketing and Branding

In the traditional method of marketing, products or services were created and strategies were later created to draw customers. As the consumer of the modern world has the capacity to drive not only a business but the entire market, organisations are slowly moving towards providing products that customers need. This is where the seeds of disruptive marketing were sowed. In order to fight a market that is getting crowded by the day, brands are more and more looking towards delivering what the customer-driven market demands.

As a fast-paced Web development services Mumbai, we are aware of the steps a disruptive organisation takes to carry out either of the following:

1. Reshaping a current service/product in order to attract a consumer who is uninterested in it in its present avatar.

2. Create a product to meet the needs and requirement of a growing market.

From this we can deduce two types of Market disruptions:
• New Market Disruption: This focuses on customers who have requirements that are unanswered by the present brands. Apple’s iTunes is a prime example of this type of Disruption.

• Low-end Disruption: There are always customers who do not need all the features of a particular product or service which may be primarily serving the top end of the market. This type concentrates on such customers which opens up a brand new avenue for the brand. The case of mainframe computers being taken over by PCs which were subsequently overtaken by laptops is a case in question.

An example of Market disruption which is the dream of every digital marketing company in Mumbai could be the iPad & the Kindle Fire. When iPad was launched successfully, other brands too joined the bandwagon trying to create a similar product but failed. At the same time, Amazon introduced Kindle Fire, which did not compete directly with the iPad but had a customer base that was willing to sacrifice some features that were unnecessary but was available at a lower price.


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