Understanding the Demand Generation of a Product

Understanding the Demand Generation of a Product

Nitish Mathur 08/09/2020 7
Understanding the Demand Generation of a Product

If there is no demand then create one.

Take a look at Coco-Cola and Pepsi. Their vision was to replace water with their aerated drinks. And let's agree, they succeeded to some extent, until the bubble of extra sugar in disgusting brown water busted. Marketers are skilled at stimulating demand for their products. The following article will help you understand the demand generation of a product. Marketers seek to influence the level, timing, and composition of demand to meet the organization's objective. There are 8 demand states:

1. Negative Demand

Consumers dislike the product and may even pay to avoid it.

2. Nonexistent Demand

Consumers may be unaware of or uninterested in the product.

3. Latent Demand

Consumers begin to buy the product less frequently or not at all.

4. Declining Demand

Consumers begin to buy the product less or not at all.

5. Irregular Demand

Consumer purchases vary on a seasonal, monthly, weekly daily, or even hourly basis.

6. Full Demand

Consumers are adequately buying all products put into the marketplace.

7. Overfull Demand

More consumers would like to buy the product than can be satisfied.

8. Unwholesome Demand

Consumers may be attracted to products that have undesirable social consequences.


What are your thoughts? Please let me know your opinion in the comments section.

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  • Darren Philips

    Must read !!

  • Chuck Stewart

    We’re going back to the basics... Interesting.... Thanks Nitish....

  • Taylor McIntosh

    This is quite practical and insightful

  • Ian Schofield

    Excellent and well detailed

  • Chad Larson

    I am obsessed with Diet Coke and Pepsi Max. I can't eat without a drink.

  • Robert Moyle

    New to demand generation, this really helped me to understand what's wrong with my product.

  • Alan Parrish

    Good one, demand moves pretty fast!

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Nitish Mathur

Digital Marketing Expert

Nitish is the CEO of 3Cans. A food blogger turned Growth Marketer, with a knack for tongue-in-cheek content and co-author of "The Growth Hacking Book 1 & 2", he helps companies hone their brands through everything digital. 

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