There are videos promoting this really harmful idea.

The American Association of Poison Control Centers, Proctor and Gamble (P&G), and heath care professionals call it “dangerous”.  Many have been making warnings about the increase in the number of teenagers eating the detergent pods, which can cause seizures, respiratory arrests and even deaths.

During the first two weeks of 2018, poison control centers have handled at least 39 cases of intentional misuse among 13 to 19 year olds.

Procter & Gamble or P&G is trying to get teens not to consume Tide pods, fueled by social media.

Is this a marketing and promotional tactic by P&G?

They definitely want to get this heath message out and to inform teenagers not to bite into a Tide Pod. This looks like a case of “demarkting”.

But what is “demarketing?”

To explain “demarketing,” the 2 Guyz need to reference “price” or pricing, “products” and “place,” under the nine P’s of Marketing

Demarketing is any Marketing effort, strategy and tactic aimed at discouraging and/or decreasing demand for a product 1) which a company or entity cannot supply in large-enough quantities, 2) it does not want to supply in a certain geographical region where the high costs of distribution (Place), 3) where costs of Promotion allow  too little profit or profit margin, or 4) simply want to stop or slow demand for good reason.  It’s not about eating, it’s about use.

We teach that common “demarketing” strategies typically include higher “prices” (another of the 9P’s), scaled-down “Promotion” and promotional message changes and product redesign.

Some owners, brand managers and marketing managers seek fewer customers and decrease demand for their product or service.

National parks such as Yosemite want fewer visitors during their summer months. Utilities tell us to use less energy during peak usage months. We’re reminded of the tampered Tylenol bottles,  the recent recall of romaine lettuce in many states as a result of e-coli, and many other instances of reducing demand.

In integrated marketing communications this is where advertising must be in sync with public relations and publicity efforts. And while Tide isn’t responsible for getting teens to eat pods, demarketing the behavior might be critical for the immediate future and profitability of the brand.

In Venice there was a parking lot sign. It read “NO CAR OR MOTORCYCLE GATHERINGS.”

First, let’s do a quick review of one of my favorite definitions of Marketing that I use with my clients, in class, in presentations at Pepperdine with Brian and in my law school presentations.

• Marketing is getting the right product or service to the right people (target market), at the right time, at the right place, at the right price, with the right partners, plus right communication, promotion and presentation.

Then what is “demarketing?”

• Marketing efforts, strategies and tactics aimed at discouraging and/or decreasing demand for a product which a company or entity cannot supply in large-enough quantities, and/or it can’t supply, or does not want to supply in a certain geographical region (Place, in the 9P’s of Marketing). There may be high costs of distribution or Promotion (there are eight components, under this one P of the 9P’s). One additional point:  there may be too small a profit margin.

Some owners, brand managers and marketing managers seek fewer customers and decreased demand for their product or service. Venice doesn’t want bikers. The national parks such as Yosemite want fewer visitors during their summer months. It’s simply too crowded. Power companies have trouble meeting energy demands during peak periods.

Companies can plan and implement “demarketing” practices to shift demand or to reduce the number of customers.

Larry and Brian both worked on the Southern California Edison advertising account, and a common theme was getting customers to use less electricity during peak hours. They were “demarketing” electricity.

The tobacco industry, in a wierd twist, demarkets smoking.

Brian recently booked a trip, and unknowingly booked a flight on Spirit Airlines. If you book your checked bag at that time, it’s $21. If you do it after buying your ticket but before flying, it’s $31. If you pay for it at the airport check in, it’s $52. And if you do it at the gate, it’s $62! (Spirit claims this is a way of keeping prices down, though some feel it’s a way of pissing off unknowing passengers. Look for a discussion of this in a future post!). Bottom line, Spirit Airlines wants you to book your baggage at the time of booking your ticket, and not a second later. They are “demarketing” the convenience of deciding at a later time what bag you will pack and bring.

What might you do with demarketing? Common demarketing strategies include higher prices, scaled-down promotion, promotional message changes and product redesign.