Marketing 1.0 Kotler -

Companies focused entirely on perfecting the technical specifications of a physical item. Value was seen as something manufactured inside a factory rather than something determined by individual consumer needs.

In the 1.0 era, the consumer is viewed through a . Kotler describes this stage as treating customers as mere "consumers" who buy products solely for their functional value. The emotional, psychological, and social needs of the customer are largely ignored. marketing 1.0 kotler

The objective was . By flooding the market with a single message about a single product, companies aimed to dominate the competition through sheer volume and availability. Kotler describes this stage as treating customers as

Marketing 1.0 is about selling products to consumers with a functional focus. New Coke was a perfect Marketing 1.0 move—data-driven, product-optimized, and rational. Its failure helped pave the way for Marketing 2.0 (customer-centric) and 3.0 (values-driven). By flooding the market with a single message

On April 23, 1985, they announced the discontinuation of original Coca-Cola. The press conference was pure Marketing 1.0: charts, taste-test data, and talk of "smoother, rounder taste."

Commonly referred to as the , Marketing 1.0 emerged from the Industrial Revolution. During this period, the primary goal of businesses was simple: mass production and mass distribution . Companies focused on creating functional, high-quality products and selling them to as many people as possible.

Understanding Marketing 1.0: Philip Kotler’s Product-Centric Era