Mass production was not invented by Henry Ford. However, he was the first to put it into practice on a large scale. He engaged in large-scale manufacturing in which the finished product was assembled from individual parts made by specialized workers or machines. Incidentally, the Romans were already engaged in mass production. For example, they made clay roof tiles, which they cast into the correct shape using special molds.
Has there always been mass production, then?
No, certainly not. Up until the Industrial Revolution, which began around 1750, production was predominantly piecework. If you wanted a product, it was made especially for you. And the Guilds were the guardians of the price and quality of the artisanal work. So, personalization has been practiced for centuries. A method that, in principle, best aligns with people’s wishes.
Industrial Revolution
The Industrial Revolution is the transition from manually to machine-made goods that was accompanied by large-scale organizational and social changes.
The Industrial Revolution, which began in England around 1750, was soon followed throughout Europe. Craft and small-scale workshops grew into large factories and together formed a large-scale industry. Due to the ability to produce more efficiently, the price of products fell, allowing more people to afford them.
This system managed to maintain itself until the 20th century. Initially, this was due to numerous inventions that allowed production to be carried out faster, better, and more economically. It was only in the second half of the 20th century, with the rise of automation, that production could be improved even further, but this also had a downside for the consumer. As a result, the consumer gained more choices and could thereby personalize their purchases.
Mass production
For nearly 300 years, mass production has been the standard in the industrial sector. This mass production required large investments. Efficiency and large product volumes were central to the process and mindset. After all, there was sufficient demand, and hardly anyone thought about personalization anymore. And if someone did want custom work, an order could be placed, but that was relatively much more expensive than a factory-made product.
Within large-scale production, therefore, there was no differentiation. The product was what it was. For instance, you could buy a T-Ford from September 27, 1908, and they were all the same.
Changes in consumer behavior
After the Second World War, technology took a gigantic leap forward, and it seems as if it is moving faster and faster. The PC was introduced in 1992, and now you can bring the world into your watch. This has had an impact on the consumer. Programs were increasingly improved and accelerated. The internet now offers so many choices that consumers can easily engage in webrooming.
Then there are the many social media channels where consumers can turn for information about, for example, your product. And don’t forget the forums where a product can be made or broken. The consumer therefore now has choices to make, because manufacturers, too, have managed to adapt to consumer wishes. And for manufacturers, this is possible in part because technological advancements have made it possible.
How do you determine the consumers’ wishes?
It may still be mass production, but with a reasonable degree of differentiation. Consumers have grown tired of impersonal products. A good example of this is the automotive industry. Whereas previously you could order a car from a catalog, now you can configure it entirely yourself. This gives the product a personal touch. The consumer has realized their personal wishes in this process. This provides a good feeling about the experience.
Production is one thing, but based on what information is that production initiated? What is the consumer thinking about, what experiences does the consumer have, and what added value does the consumer want? These are just a few questions that need answering. Social media is a perfect tool for this. As a company, you must actively participate in it. A great deal of information regarding user-friendliness, price/performance ratio, ease of use, user experience, etc., can be extracted from it.
To channel this process, the Social Network Roadmap system is a suitable tool for support.
It is a different perspective on the traditionally taught marketing method. While it was once product feature-oriented, it is now user experience-oriented. With all the information from social media, a targeted approach can be developed from a marketing perspective to stimulate sales.
Mass customization production
Mere mass-produced items without any differentiation are no longer appreciated by the consumer. After all, they have choices, and they want to use them. This refers to a basic human need: personalization.
Mass customization is therefore mass production with the necessary adjustments. These adjustments can involve presenting the consumer with a number of differences in the product, but also allow the consumer to make changes to the product themselves. And if the consumer can implement those adjustments themselves, it gives the feeling that the consumer made the product themselves. This is an emotional value not to be underestimated.
For the manufacturer, it also becomes easier to adapt production processes without incurring significant costs. Technical innovations and the shortening of production processes make this possible. It is better and cheaper to deliver mass customization than individual customization. The consumer can still exert influence on the product and thereby still get the feeling of having a personalized product.
If desired, the manufacturer can use the Quick Response Manufacturing (QRM) system to produce smaller series with greater differentiation.
What can marketing add?
Consumers are oversaturated with mass-produced goods. Although differentiation has already taken place regarding mass-produced goods, there is still room to continue this process.
Communication with consumers via social media and the insights gained into their wishes must be collected and structured for the further development of products.
The policy regarding packaging, pricing, terms of use, delivery terms, product specifications, etc., must be properly safeguarded within the Marketing department.
The focus should be on the consumer experience, not on the value of the product to the consumer. The latter is of course important, but the consumer demands the most attention now. After all, the information now lies in social media contacts.
Participate actively on social media. Whether under the company name, in your own name, or a fake name. This way, you will learn more, because you can then partially influence the information you wish to receive.
If you do respond to social media as a company, show that you have listened to consumers and are potentially willing to implement their solutions, either wholly or partially. If you want to build goodwill anywhere, this is the way to do it.
By participating on social media as a company, a loyal group of consumers can emerge who have a positive attitude towards your company or product. You can then have them participate in experiments and test their ideas. They can also be utilized in pilot programs.
