10 Marketing Ploys: Angelica Eser Jose Diaz

10 MARKETING
PLOYS
ANGELICA ESER JOSE DIAZ

10 MARKETING PLOYS
What are Marketing

Ploys?
A marketing ploy is essentially a clever
tactic used by marketers to raise awareness
and drive more purchases of a specific
product or service for a company. The word
"ploy" implies that the marketing tactic is an
attempt to trick or outwit a consumer, so some
people are wary of marketing ploys.
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10 MARKETING PLOYS
Cunning Layout of Products

• The shelves setting in all retail shops or supermarkets across the
world is quite similar. Middle shelves also known as the Golden
shelves are known to be occupied by hyper-advertised popular
trademarks.
• The top shelves are reserved for the less popular brands and the
bottom shelves are typically for virtually unknown brands and
companies. Sometimes the bottom shelves have children products
like toys.
• Companies who rent the middle shelves spend quite some more
money which in turn has a direct effect on the price tag of their
goods.
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10 MARKETING PLOYS
Anthropomorphism
• Anthropomorphism refers to the tendency of investing in creatures and
things that have human characteristics and qualities. For instance, humans
have developed a behavior of trying to talk to computers. Sometimes, they
even go to an extent of arguing with them suppose they do not work
properly.
• Some companies and brands have ventured into using animal mascots for
their packaging design and brand promotion. These companies tend to get
most of the empathetic customers who tend to empathize with the
characters in the movies.
• This happens because once they get empathetic, their will to buy the
products rises. That is to say, anthropomorphism leads to an increase in
sales by strengthening the customers’ trust in products of most companies.
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10 MARKETING PLOYS
Large Shopping Carts

• You are more likely to spend more as you do your shopping
when you use large shopping carts instead of baskets.
• This is exclusive for instances when you want to stock up food
for a number of days or make purchases that aim at meeting
the needs and demands of a large extended family
• Aside from large shopping carts, food essentials like milk
bread and butter are positioned at the opposite end or even far
end. This Strategy is usually done intentionally by supermarket
personnel so that their customers can pick more (most cases,
redundant) items on their way.
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10 MARKETING PLOYS
The Gruen Effect

In shopping mall design, the Gruen transfer is the
moment when consumers enter a shopping mall or
store and, surrounded by an intentionally confusing
layout, lose track of their original intentions, making
consumers more susceptible to make impulse buys.
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PRESENTATION TITLE
IKEA’s Gruen Effect

•IKEA’s store layout is a “fixed path” design — there’s a
designated road that you must follow, and it guides you through the
store in one direction. In most stores, customers only see about
33% of the merchandise on offer. But IKEA’s fixed path approach
means you stay in the store longer, and you get exposed to most of
the brand’s products.
•By using a fixed path design, IKEA can methodically apply the
Gruen Effect to their experience. Customers are overexposed to
light, sound, color, texture, and even smell in the store. And when
they’ve had enough, they’ve only made it halfway through the
store. Once the Gruen Effect takes hold, customers throw things in
the cart they never intended to buy but look attractive at the
moment.
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10 MARKETING PLOYS
Size/Quantity
Reductions
•This happens with supermarkets and big brands products as well. The
trick they do is that they reduce the quantity and or size of their
products while maintaining the price tag.
•Sometimes the reduction in the quantity and size is so little that
customers may not notice. Even, if they do, at most times they are
already addicted to the product that they will still buy it for the price
given without even minding.
•This kind of trick helps the retailers and large brand producers to
achieve a stable profit without having to worry about raising the price
tags of the products.
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10 MARKETING PLOYS
False Price Reductions

• Once you get excited, you will buy the product thinking there
was a massive price reduction, while in reality there was
hardly any. There are more examples of instances when there
is false price reductions or discounts. To give one more
example, some restaurants/hotels/ food stores come up with
“special offers”.
• There is hardly a difference between the special offer and the
normal way but it is just a marketing ploy that makes you
think it is a special offer discount.
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Decoy
10 MARKETING PLOYS
Pricing
• Decoy pricing is a pricing method that is meant to “force”
customer choice. When customers make a purchase they must
often choose between products with different prices and
attributes. And when a company decides to maximize the sales
of one particular product, it often opts for what is known as a
decoy pricing structure in order to influence the consumer in
his purchasing decision. In this case, the “decoy” consists of
either a slightly lower product price but with a much lower
quality product, or on the contrary, a much higher price with a
slightly higher quality product.
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10 MARKETING PLOYS
Overpricing
• This ploy has worked on almost every buyer. Products that cost more
are usually displayed in the front so that you can see them first while
the ones that cost less are left in behind. The trick here is, the products
you think cost less( the products in the rear) are still overly overpriced.
• Even at most times, you will find this trick in restaurants. The cost of a
bottle of mineral water in a supermarket is way different from that of
the same brand of water in restaurants.
• The cost in the restaurant is definitely more than that in the
supermarkets. The reason is, people tend to perceive that products sold
in restaurants are of high quality compared to supermarkets. That
makes the price rise 2-3 times higher than in the supermarket.
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10 MARKETING PLOYS
Anti-advertising Slogans
• Most companies have deployed the trick of anti-advertising
slogans as they market their products. These kinds of slogans
attract attention more than advertising slogans.
• Example of brands who use non-advertising slogans include:
The Volkswagen slogan which does not even say anything
about how good their cars are.
• You may wonder why they decided to go with such a slogan
on their advertisement. Deep within, we all Volkswagen is a
prominent company that has sold quality products since time.
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10 MARKETING PLOYS
Misleading Visual
Appearances
• The act of using deceptive, misleading, or false statements
about a product or service in an advertisement.
• Any advertising statements or claims that are deceptive,
misleading, or false about a product or service that’s being
sold.
• Sometimes images included within an ad make an item look
more attractive to consumers than it really is. For example,
grocery store chains sometimes use photo enhancement
software to enhance the actual appearance of food items so that
you will buy them.
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10 MARKETING PLOYS
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THANK YOU
10 MARKETING PLOYS 15

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10 MARKETING

ANGELICA ESER JOSE DIAZ

What are Marketing

Cunning Layout of Products

Large Shopping Carts

The Gruen Effect

IKEA’s Gruen Effect

False Price Reductions

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