I remember when I went into the apple Fifth Avenue store in New York and the smart salesperson who interacted with me, explained to me clearly about the model I was interested in, it’s pricing, promotions running on it, etc. When I pointed out to him that for that particular iPad I was interested in, there was a better deal that Best Buy was offering. He told me, Sir, let me check and advise you. He immediately checked and informed me that, the deal at Best Buy was indeed quite good and that I must buy it right away and not miss out on it. I appreciated his sincerity and bought my iPad from Best Buy. What I liked about this employee’s attitude was that, the passion to ensure that I bought Apple was higher than the passion to do his own target. His first priority was to ensure his company did not lose a customer. In an era where one showroom of the same brand competes ruthlessly with another showroom, this “brand comes first” attitude was a big revealer for me about Apple, its culture, and of course its success.
Let’s now talk about the 2nd variable, “Place” i.e reaching out the product and service to the customer. It encompasses distribution, retailing, deliveries, etc.
There was a time when place meant, “you have got to be wherever your customer is”. Now it is, “you have got to be where your customer wants you to be”. He may want you to be in the neighborhood market or the mall or high street he frequents or in his trouser pocket within his smartphone.