For marketing and de-marketing the first step is?

We have discussed enough about Greek yogurts, Coffee , Dry bar and Software. We even talked about Cronut. All those were cases of marketing. Now take a look at the following cases,

  1. A public school principal trying to keep a right “customer” mix in his school
  2. Public health officials trying to protect teen girls from skin cancer
  3. Conservationists trying to protect poor rhinos from being slaughtered for their horns

These cases are not that different from selling software or $40 blow dry. Instead of demand generation you are trying demand reduction.

The school principal does not want customers with expectations the curriculum cannot meet or those who won’t play a role in school’s growth.

The health officials are trying to teach the teen girls about detrimental side effects.

The conservationists are trying to eliminate the black market for rhino horns.

These three are doing de-marketing, trying demand reduction. And where does one start for de-marketing? The same place where one starts for marketing – customer segments and the job they are hiring the product for.

As The Economist writes about Rhino horn de-marketing,

The first step in “un-marketing” rhino horn is simple: find out who your buyers are and why they like the product. TRAFFIC, an organisation that monitors the illegal wildlife trade, has just conducted a survey to identify the most important buyers of rhino horn.

And the customer job  turns out to be,

It turns out that it is a luxury purchase by rich men in Vietnam: professional businessmen, celebrities and government officials.

In Vietnam horn is often bought for the sole purpose of being gifted to family, colleagues or people in authority. Buyers think that it affirms their social status—and that it is good for their health. They believe it possesses properties that detoxify the body and can therefore cure anything from a hangover to serious illness.

In business meetings, and other gatherings, rhino horn is sometimes ground to a powder, mixed with water and drunk. Rhino horn is made of keratin, like fingernails. Yummy!

How do they effectively do de-marketing?  In marketing one makes product pivots and positioning to make it the most suitable candidate for the customer job to be done. In de-marketing one does product pivots and positioning to make it the most unsuited product for the customer job to be done.

In case of rhino horns,

So how do you turn successful, well-educated men against a luxury good that conveys wealth and well-being?

Yet a better strategy may be to spread fear, uncertainty and doubt about the product. One idea being suggested is to inject rhino horn with poison that could make those that consume it seriously ill.

Anyone want to grind up and drink poisoned rhino horn?

Now if we can take this to saving sharks from connoisseurs or shark fin soup.