MARKETING BUTTER.

New Zealand Herald, Volume LXIV, Issue 19567, 21 February 1927, Page 8

MARKETING BUTTER.

Sir, — {"here is an axiom which applies inevitably and unavoidably to the successfal marketing of every universally, used competitive manufactured article, whether it be soap, cigarette, fertiliser, whisky, tooth paste cr farm machinery, etc. This truth is that it is with the individual pur chaser that the ultimate decision to buy rests. While reduction of overhead charges in freight, insurance, etc., are all primary efficiencies to be demanded from unification of marketing effort, these factors, together with ail incidents in dis trihuhon right tip to the time of the actual purchase by the individual, each come under the heading "lines of com, mumcation." The goal which must eon sistently be kept in view is to make the United Kingdom's butter purchasing power predominantly ours by right of the deliberate demand of the actual consumer Only thus in reality can wholesalers and retailers be made the dairy producers' servants, instead of hss masters. The "open sesame" is to pack every pound of butter we sell under a wrapper labelled, unmistakably and ostentatiously. "New Zealand." Sunlight and Pears' soaps. Three Castles Cigarettes, Dewar's whisky, Shell motor spirit, Fox's cloth. Liberty silk, Linton's tea. etc., etc., are all examples of the world-wide demand «"f tha individual, created solely by the scientific advertising of branded goods, support®} by consistent quality of mano fart'iire. There docs not appear to be anv half-way house in marketing policy 1? we are to obtain an ensured market and maximum prim which will bo subject to little or no "seasonable" fluctuation; we have got. willv nilly, to create that "won't-take-no-for-an-am wer" demand from the consumer. It must las made a <~ase wjth the British housewife of "S' k w Zealand butter, please !1 •" —substitute* only taken when our supplies are not available. If the dog is ever to be allowed to wag the tail, the Dominion better producers roast see to it that their marketing executive realise these basic principles of salesmanship and then carry them out—at once, C. B. Looks'Eß* '