Creating fear as business strategy

One thing that Covid pandemic brought out is the idea of creating fear as business strategy across the globe. It came as a bang and going strong since then. The society at large has responded to this strategy by meekly accepting the fear consciousness.

Production of ubiquitous face mask (alternatively known as mouth guard) is a case in point.  Ear loop type 3-ply face mask is the popular mode using     absorbent material, such as cotton in Inner layer while opting for non-woven non-absorbent polypropylene in the middle along with outer ply of non-absorbent polyester or any of polyester blend. 

Most manufacturers of face mask based their business strategy upon creating subtle fear. They messaged the market that wearing face mask is sine quo non for healthy life style. You can live without face mask but consequences could be injurious to the normal health. This type of creating subtle fear gets the attention of the consumers of the product but fails to create any brand awareness.

In creating latent fear as business strategy manufacturers in Europe and USA sought to put their brand awareness on top of the attention ladder by messaging the market that their particular brand is most suited for preventing corona virus than others in the market. 

But creating this type of latent fear has not brought the best results for the manufacturers in the West. As competition is intense with China rolling out billions of face mask at a fraction of the price of Western products and the fact that these face masks last only fewer days, consumers across the globe opted to buy much cheaper products from China that too came with sufficient quality.

So much so China now accounts for than 50% of the global production of face mask. Creating fear is good business strategy provided that, it is subtle and is supported by affordable price. The critical variable is, wearing face mask has now emerged as routinized part and parcel of the attire in day to day living! 

Cheers!

Muthu Ashraff Rajulu

Business Strategist

Mobile: + 94 777 265677

E-mail:   cosmicgems@gmail.com

Blog:   Business Strategist