3. New Marketing Keyword: Promaster

Marketers are showing great attention to a new brilliant marketing strategy, Promaster. Promaster is an abbreviated term that means Producer and Master. That is, Master whose skill is exclusively excellent so hardly copy it is involved in the process of producing. The consequence of their participation in producing is surprisingly more than the benefits Star marketing could make contribution to sales.

The benefits out of Promaster are primarily condensed into two; getting credibility on brand and product by providing desirable quality which customers has ever wanted is first. Next, it enables cost and time burden cut down on R&D. First and foremost, merely promoting that this product was developed by the expert on a particular field, for instance, LG Music Phone out last year worked up with the world best sound expert, Mark Levinson. It brought sensational result for LG with over 25,000 sales of the phone. Also it gave satisfaction to customers who wished to have high-quality phone equipped with fabulous sound function in it. Other cases including specialized soccer shoes, running shoes, Kitchen gadget and even organic spices are outstanding enough to attract customers and draw on them finally to purchase.

* The link below will take you to more details about sample cases of Promaster. http://news.chosun.com/site/data/html_dir/2008/03/24/2008032401781.html

More specifically speaking, the close cooperation with Promaster meets consumers need. It is just like a revealing mysterious recipe of cook to everyone. Or it would be rather said that it offers opportunities for customers to experience some kind of secret to make them feel like become an expert. I presume that the case of special organic spice captured my eyes to understand the concept of promaster product better. Anyone tried to imitate the taste of food at restaurant might notice that there are something missing in their cook. In spite they put all ingredients the cook at restaurant in their own food, they mostly failed to make that taste. There is a point promaster product aim to provide to customers; they can experience masters’ excellence of product solely through purchasing and using products. That’s it!

For companies, particularly R&D department became able to cut down enormous cost on product development. Once they can team up with expert, they can catch some delicate points developer hardly came up. However, the result of applying experts’ ideas on products brings them completely different outcomes. It will be safer in terms of sales, easier to use on the shoes of user and solution to existing problems. Possible benefits are more than this. Examining Reebok running shoes’ case, it indeed reduce the amount of time consumed on development by 80% as well as R&D cost also cut 15% according to Reebok manager.

External workforce is getting more involved in producing process. It is not a first time to see this happening. Prosumer(Producer+Consumer) is a previous one. On the one hand, market is breaking down the barrier between company and outside company that can include anyone else related to corporate. The more company interrelated with them, the better and more innovative ideas seem to come out. I am fairly looking forward to who is going to the next to join producing process following after prosumer and promaster.

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