Internet Marketing Digital_marketing_for_dummies | Page 350

Being Product Centric
When most businesses are marketing, they focus on the product. However, the businesses
that last don’t define themselves by the product(s) they sell. Instead, they define themselves
by the market they serve.
For example, in the 1920s, a French fashion designer and businesswoman published a
picture of a simple black dress in Vogue magazine. Before this time, wearing black was
reserved for periods of mourning. Since its introduction a century ago, however, the “little
black dress” has become an enduring wardrobe staple for many women. The French
fashion designer who published that picture in Vogue was none other than Coco Chanel,
founder of the Chanel brand.
Although Chanel has sold many “little black dresses” in its time, the company has not
defined itself by even this iconic product. Instead, Chanel sells everything from clothing
and jewelry to fragrances and skin care products, all to women with a taste for fine
fashion.
A product does not a business make. Identify who you’re serving and advocate for that
market by creating the products and services your customers want and need.