Physics of Marketing: Lesson 2
The greater the mass of an object, the greater the force is required to accelerate it.
In simple terms a heavy object requires more force to move it than a lighter object.
This is represented by the equation:
F=ma
Where the Force ‘F’ is directly proportional to mass ‘m‘ and acceleration ‘a’
The same rule holds true for marketing. The mass of an object in marketing terms is the offer you have. This offer is the combination of the product, the price and the features of the object which make it desirable. The more desirable the product, the more economical it is and the more convenient it is to buy and use, the lighter the mass.
The marketing effort or force required to sell a product with a lower mass is less compared to the marketing effort required to sell a product with greater mass (less features, less convenience etc). You can sell a good product with less effort while a relatively poor product would require more marketing to get a foothold.
The force, the marketing effort, required to move an object also depends on the acceleration (market share gain, increased sales, increased market penetration etc) required for the product. If the product needs to gain share rapidly, more marketing effort, i.e., more force is required. If the strategy is to take a slow and steady approach to growth, less marketing effort would be required.
Therefore, depending on your product (m) and your strategy for growth (a) the proportional marketing effort (F) would be required.