The number of messages has increased in the same way as the quantity of products available. Consumers have developed barriers to defend against this situation. As a result, it is very difficult to capture the attention of consumers and to remember our offer. To overcome this show Kotler and Trias de Bes, in his book Lateral Marketing a, a deemed the application of lateral thinking techniques developed by Edward De Bono in his book Lateral Thinking (1970). Just to generate new innovations are suggested: 1. Select a product currently marketed in the market, analyze product-level itself, the market targeting and marketing mix that is applied. Filed under: Jeffrey Hayzlett. 2.

Think laterally how would this product if it replaces some of the elements that compose it, or invested, or are removed, or exaggerate or reordered. They may also think changes in the market that aims at the time the product is used, or the reason for which the product is used, or the reason for which the product is used. Factors may ultimately change the marketing mix such as price, how to distribute the product or the way you communicate. Many of the ideas can be absurd. 3. Then we must begin to consider whether any of the ideas may have value for the consumer and how they can become reality. The potential of this process is very significant.

As a result of lateral marketing products have emerged ever imagined, such as cereal bars, chocolate eggs with surprise (a combination of toy candy) or 7-Eleven stores in Japan that sell products 24 hours. Finally take into consideration what brings A good example that the application of lateral marketing is the development of new products such as honey sticks, nuts, milk and cereals, a fast alternative to traditional cereal with milk, or new business concepts, or the location of supermarkets at petrol stations. Lateral Marketing also involves using old products in new ways, for example, Bayer aspirin promote a system for preventing heart attacks, or use apples on the tables of the hotel lobbies as a way to welcome guests.

The marketing side not intended to replace the current structures of segmentation, targeting and positioning, but to broaden the vision of marketing beyond the sequential and logical process that is based, incorporating creative thinking. According to the authors explain in the book, “The marketing side complements the traditional marketing through an alternative route to generate new ideas. While vertical marketing helps us to enhance the subgroups to be targeted a product, the marketing side can develop new products that will enable us to reach a hearing much more important. “