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Marcilla Capsules: The best and worst in marketing

The launch of a brand new product Marcilla, the multi capsules for Italian coffee, served me a perfect example to reflect on the two aspects of modern marketing. The good and the not so good. Because here I have always clearly positioned as a lover of marketing and advertising both on the creative aspects and in the market, but I've never given up the debate on controversial issues.

First things first. The positive and beautiful:

• Innovation: By definition, is to improve what already exists, not to invent. And coffee, Italian coffee and capsules already existed. All that remained was for someone ready to think how to join and create a new product.
• reaction to competition : Coffee lifetime has two competitors, the white label price, and luxury pods as Nesspreso . And if fashion is the pod, but it depends on who holds the patent and make money also with the unique machine royalties, what better to use the best of both worlds, the convenience of capsules without having to change the coffee.
• Leadership: Facing blnca brand premium or competition, we do something that puts us again as leaders, with a product differentiator, we will end backup.
• consumer Generation: The old trick of that toothpaste manufacturer that increased the size of the vent 10% and consumption increased by 10% become brown. And half will not make coffee, because coffee dose is complete.

The not so good:

• Needless : gives the reason they blame the marketing to promote irrational consumerism. It is creating a need where demand is questionable. Makes us lazy, to convey the idea that hard work is filled with six tablespoons of coffee, but the product makes it desirable as an improvement in our quality of life.
• Caro: The user charge for the same product key, the grounds of a lifetime, a double against arguably benefits profitable. I'll bet that the selling point that the capsule filter enhances the flavor and taste, is an additional argument to justify the higher price, and in any case, it is something that depends on a subjective taste and personal taste. Shortly
• ecological : do not need much explanation, so I will highlight only that increasing the number of containers and inorganic materials for each gram of product idea does not seem consistent with current ecological trends, much as recyclable .

Marketing is well. You may be surprised by the imagination and ability to create products, we do not forget businesses also generate wealth and jobs (there are not going to get into discussions of social justice or anti-globalization) but also can offer more than new solutions, new problems for society and consumers. And yet, I like.