Simplicity Marketing
Responding to consumers’ increasing demand for simplicity.
Author(s): Steven M. Cristol, Peter Sealey
Publisher: The Free Press
Date of publication: 2000
Manageris opinion
Market studies point to the emergence of a new phenomenon, namely, the increasing stress that consumers feel when faced with a complex offering. Companies have gone to extremes to offer a huge number of product variants and categories, price options and brands. Running counter to this trend, ""Simplicity Marketing"" pleads for the return of simplicity. The authors recommend adopting a proactive strategy to rationalize product ranges. They also advise simplifying brands, pricing and communication, both to please consumers and cut costs!
