From an era in the early 19th century which was largely a production-centric era, early part of the 20th century saw the emergence of the product-centric era and then the 1930s saw the emergence of marketing era where the focus was on the customer, their needs, wants and finding products that fit into these needs.
USPs (Unique Selling Proposition) and positioning strategies dominated the marketing era as firms built formidable brands. The emergence of Procter & Gamble, Unilever, Coca Cola, Pepsi, Nike, McDonalds, and the likes, as global brand powerhouses was a part this era. It’s a folklore about how P&G reshaped marketing in 1932 with its first radio soap opera. And in 1939, P&G created the first television ad and the entire world of marketing saw a tectonic shift from print to radio to television during this decade.
Some great brands were built by getting the attention of consumers who were glued to their television screens, with some brilliant TV commercials and getting the distribution strategy right – by making the brand available on store shelves after creating awareness. For example, Coca Cola defined their vision of distribution as ‘being at arm’s length from thirst’ and built innovative distribution points across the globe. During the last decade of the 20th century, things began to change with emergence of the Internet.