The anti-marketing

Anti-marketing arose as a response from consumers to show the companies in charge of marketing that they were not being deceived, that they were finding out things when they were not true and very false, many brands failed in their task of satisfying the needs of their consumers. This gave rise to a series of actions on the part of consumers to protect themselves from marketing strategies that manipulate their purchases.

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When dishonest marketing is carried out, not by selling or advertising the benefits of a brand or service but by offering the weaknesses of other products in an attempt to disadvantage it so that it does not sell, we are also dealing with anti-marketing, which works by underestimating the possibilities of competing products in a demonstration of organizational disloyalty and communicational manipulation. However, this maneuver is considered a marketing strategy by many marketing professionals.

Also this anti-marketing can be done even with the same brand with which it works, since the marketing is done not to sell but so that some of the products of the established brand are not consumed. This mainly occurs when the production starts to become scarce, the quantity of goods or services starts to decrease, understanding that it will not be possible to supply the entire market. The strategies in this sense lie in telling the public to take care of the excess consumption, so that with the little that is produced, the largest fraction of customers can be sustained.

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The question to be asked is the following: is anti-marketing ethical, is it strategic? to lose the loyalty of a consumer for not being clear in exposing the real motives of the company or enterprise. Another of the objectives of anti marketing is to communicate to consumers about the negative consequences that could have the consumption of the product, the most striking example is the tobacco packs that advertise the damage to health they cause, however the warning is made continues its manufacture, distribution and obviously marketing. Is it correct? Is it ethical?

Whatever the case where the anti-marketing is executed, it must be well thought out and reflect on whether it really brings benefits to the brand, in the short, medium or long term it usually reverts negatively to the company that executes it, if it is very necessary to use it, it must be very punctual and its execution and strategies, as well as the methodology of reference to the public, must be thoroughly studied.