Opinion
In the world of marketing, we are accustomed to thinking about how to increase demand for our products and services. However, there is a lesser-known yet equally important approach called "demarketing." While traditional marketing aims to promote consumption, demarketing seeks to reduce unwanted demand. In this article, we will explore the concept of demarketing and discuss some effective strategies for its implementation.
What is Demarketing?
Demarketing is a strategy that involves deliberately reducing the demand for certain products, services, or behaviors. It is an approach that can be adopted for various reasons, such as the need to control excessive demand, scarcity of resources, environmental protection, or even changing public perception. Although it may seem paradoxical, demarketing can be extremely effective when applied correctly.
Demarketing Strategies
Offer Limitation
A common way to implement demarketing is by limiting the availability of a product or service. This can be done through availability restrictions, releasing limited editions, or limiting the quantity of available products. This approach creates a sense of exclusivity and can lead to a reduction in unwanted demand.
Price Increase
Increasing the price of a product or service is another effective demarketing strategy. This can be done through a direct price increase or by creating additional taxes or fees. By making the product less financially accessible, it is possible to discourage undesired consumers or redirect consumption towards a more specific audience.
Selective Communication
Demarketing can also be achieved through selective communication. This involves directing marketing messages to a specific audience while consciously excluding groups that do not align with the company's objectives. By communicating only with the desired audience, it is possible to reduce the interest and demand from undesired groups.
Legal and Regulatory Restrictions
Implementing legal and regulatory restrictions is another way to reduce unwanted demand. This can be done through the prohibition or regulation of certain products or behaviors, such as cigarettes, alcoholic beverages, or environmentally harmful practices. By establishing legal barriers, it is possible to directly influence demand and promote healthier choices.
While traditional marketing focuses on increasing demand, demarketing plays a crucial role in controlling unwanted demand. Through strategies such as offer limitation, price increase, selective communication, and legal restrictions, companies can direct their efforts towards promoting more conscious, sustainable consumption aligned with their values and goals of social and environmental responsibility.
It is common to frequently encounter discussions about increasing demand, which may make the concept of demarketing initially unfamiliar. However, it is an extremely relevant and valuable concept for achieving specific objectives!
Were you familiar with this strategy?
Inês Rodrigues
