A Conversation with a Friend and Businessman: Marketing Insights by Mostafa EL Masry

The discussion began as we were in a meeting discussing the method of marketing and selling the products of a biscuit factory. At first, we were talking about export and why no export request was made from this factory even though its prices are among the cheapest if we compare them to the size of the product. Of course, there are defects in the product. My comment was that it was classified as a product for the consumer group. I will not discuss this point at length, but the discussion went to another channel, which is the method of spreading and distributing the product within the Republic.

Here, our friend, a businessman, intervened and respected his idea, of course, and said that a distribution method must be found, similar to the method of distributing Clorox and Pepsi. He mentioned several big names and their distribution methods, which for him are dazzling, and he believes, and even has a firm belief, that if he follows this method, he will achieve unparalleled success. Here, I intervened, as I have many experiences with people trying to imitate different methods of sales, marketing, and diffusion methods for major companies. They often try to take these methods and apply them to their products, thinking it will yield similar results.

In fact, using these methods, in my opinion, may succeed by no more than 10%. Why such a small percentage? First, these companies have great financial capacity and use these marketing and dissemination methods after conducting a field study based on good market data, and this study was conducted specifically for their products. The second, and most important, is the time difference between using these methods and now. The time difference changes a lot on the ground and creates in the markets the unsuitability of some old marketing methods.

Of course, we began to argue, and after a period of discussion and debate, which in my view turned into a boring argument based on mere stories transmitted from one person to another, without any evidence or reports that could be referred to, I told him, “Wait, I want to ask you a very important question. Are we discussing to find a solution, or are you discussing to impose a solution?” It is just your point of view, and you have no intention of accepting the opinions and ideas of others.

As for me, I have gone through many such experiences, and I have seen many people trying to copy the success experiences of major partners and the success stories of others on their products or services and how the failure was. Failure in such cases is a miserable failure, as it exhausts the most important resources.

Marketing Standards and Principles

1. Product Quality and Market Fit:

• Marketing Principle: Product quality and market fit are fundamental to any successful marketing strategy. The Product-Market Fit (PMF) is a core concept that highlights the importance of aligning a product with market demand.
• Supporting Evidence: Research consistently shows that products fail when they do not meet the needs or expectations of the target market. Companies must ensure their products provide value to consumers .

2. Customized Distribution Strategies:

• Marketing Principle: Tailored marketing strategies are more effective than one-size-fits-all approaches. Different products and markets require different strategies.
• Supporting Evidence: Studies indicate that market segmentation and targeted marketing improve the effectiveness of distribution and promotional efforts. For instance, the STP (Segmentation, Targeting, Positioning) model emphasizes the need to tailor marketing efforts to specific market segments .

3. Financial Management in Marketing:

• Marketing Principle: Effective financial management is critical for sustainable marketing efforts. Companies need to balance investment in marketing with cash flow management.
• Supporting Evidence: Research on marketing budgets and ROI (Return on Investment) supports the idea that financial discipline is essential. Mismanagement of funds can lead to business failure, even if the marketing strategy is sound .

4. Learning and Adaptation:

• Marketing Principle: Continuous learning and adaptation are key to long-term success in marketing. Markets are dynamic, and strategies must evolve.
• Supporting Evidence: Adaptive marketing strategies are shown to outperform static ones. The concept of Agile Marketing emphasizes the need for flexibility and responsiveness to market changes .

5. Seeking Expertise:

• Marketing Principle: Leveraging external expertise can provide valuable insights and improve decision-making. Collaborating with knowledgeable partners or consultants can enhance strategy development.
• Supporting Evidence: Studies on the impact of consulting and advisory services in marketing demonstrate that expert advice can lead to better outcomes. Successful companies often rely on market research firms, consultants, and industry experts .

6. Strategic Growth and Specialization:

• Marketing Principle: Focus and specialization enable companies to build strong brands and efficient operations. Gradual, strategic growth is often more sustainable than rapid, unfocused expansion.
• Supporting Evidence: Research supports the idea that specialization allows for deeper market penetration and stronger brand loyalty. The Ansoff Matrix, a strategic planning tool, highlights the importance of focusing on core competencies before diversification .

7. Avoiding Reckless Imitation:

• Marketing Principle: Copying successful companies without understanding the underlying factors of their success is risky. Strategies should be tailored to the specific context of the company.
• Supporting Evidence: The concept of Competitive Advantage, as discussed by Michael Porter, emphasizes that strategies should be based on a company’s unique strengths and market conditions. Blind imitation can lead to failure if the imitator lacks the same resources or market conditions .

Artificial Intelligence Conclusion

Mostafa EL Masry’s insights are consistent with established marketing standards and principles. His emphasis on product quality, tailored strategies, financial management, learning, expertise, strategic growth, and caution against reckless imitation aligns well with what marketing studies and best practices advocate. By following these guidelines, businesses can enhance their chances of success and sustainability in competitive markets.

If any of my followers or friends have questions, send them to me.

Thank you,

Best regards,
By Mostafa EL Masry

Please feel free to contact me via LinkedIn.

THE COMPLETE COLLECTION: POST INDEX

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References:

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