if the consumer is difficult to define, how does one strategically organize the goods, services, and ideas in such a manner that the right consumer will be enticed to utilize them?
In case it is difficult to define the customer, one needs to focus on the functionalities of the goods and services and create an effective message to communicate the same. In simple words, there should be absolute clarity about what needs the good or the service is going to fulfill. Next, marketing communication message needs to be developed to clearly communicate the product functionalities and its unique position in terms of near substitutes. A wide range of marketing channels can be deployed to send the message across a large audience. Once the good or the service is designed with a clear functionality and there is clear marketing communication, the right consumer will approach to buy the product.