Here is a near-perfect example of modern retail online marketing …
Take a cheap, pretty ordinary product like this one, give it a new name (day bed!) hype it through branding (Indian design 1000 years old!) , differentiate it from competition (hand-woven!) , infuse Australian national pride into the product by completely neutering its possible association with stereotypes of “Indian shoddiness” and/or removing unease from consumer mind about “Chinese fakery” (100% Australian made! ), make doorstep-delivery seem like manna from heaven …And finally move in for the kill, and quickly deliver the coup de grace : make the atrocious tag-price seem as though it’s a real swell bargain … a steal, a deal, and real “value-for-money” offer!
And above all, remember , the strategic intent behind all the above marketing moves is underpinned by the basically contemptuous assumption about mass-consumer herd-psychology: that the consumer is an idiot who must be pandered into believing he/she is super-smart in making informed shopping-choices.
Sudarshan Madabushi