The market today has become very competitive as with the advent of media people are aware of the stuff available in the market and the sellers are flooding the markets with the new products every day. Earlier customers were satisfied with the limited choice available to them, but now it has become very difficult for the customer to choose between many products available in the market.
The Internet is also playing a big part in the launch of products which helps people to decide what will satisfy them the most. The choice of the products available in the market makes the competition more severe and every manufacturer along with the distributor does vigorous marketing for their products and want to increase their sales.
Only the giant corporations can stand the competition as they can afford to have a vast network of distributors and after sales services in case of good requiring them. And also they want people to buy the new products every three to four years as there is so much of inventions going into their units and they are coming up with the new and improved product of the earlier ones.
The companies are now focusing on the products and their varieties as if they are in the manufacture of cereals which almost every family has as a breakfast that they manufacture many different types and flavors of the same. Here they are killing their competition by going into the market with the varieties of the same product and one of them will suit the consumer and they do not have to go to the competitor for the other variety.
The company also focuses on their target market and they will have to decide what is their target client and make advertisement work by focusing on that market segment. If you are in the market for children products you will not only have to target the children but it should appeal to their parents as the buying power remains in the hands of parents.
Even if the manufacturer is able to control the 75 % of the market segment he is always worried about the balance 25 % . Now a days it is very difficult to get the 100 % market due to the competition and the exposure of the products through the internet, advertisement, media etc.
The manufacturer also tries Lateral marketing which may help them in selling more of their products like they can see the cereals in the family size, small individual packs. Or in the case of soaps they can offer discount on purchase of certain pieces or offer 1 free on purchase of 3 or 4 pieces. In the case of soap the manufacturer tries to capture the market by using the same product in the form of a soap bar or soap gel. Here they are trying to capture the market by introducing the same stuff but in a different manner to suit each and every individual or family need.
The manufacturer are also aware of the fact that people are attracted to the product if it suits their budgets and they can have a wide choice to choose from. Even though the products may be same but they would prefer to have a choice in that matter. This keeps the manufacturer happy as for them it is not much of an effort to pack in different packing the same stuff to suit the individual needs.