Marketing in The News: Mask Shortages and Price Gouging

     In amidst of the pandemic consumers are emptying mask stock in stores around the United States to protect themselves, others and to follow the Centers for Disease Control (CDC) guidelines. This article stood out to me because its the perfect example of price gouging, which has occurred frequently during the Covid-19 pandemic. Price gouging can be defined as taking advantage of increased demand of a product by increasing the price, knowing that consumers are desperate enough to purchase them. Like other pandemic necessities (toilet paper, disinfectant, water, etc.) the price of masks has increased. This sudden increase in demand was caused by fear around the Omicron variant of Covid-19.

     In the article, N95 Mask Prices Hit ‘Ridiculous’ Highs on Speculation Over CDC Guidance, by Claire Ballentine and Misyrlena Egkolfopoulou, its noted that due to the Omicron variant, Americans are rushing to find masks. The CDC has considered changing Covid-19 relief guidelines, recommending that people should wear higher quality masks (N95 and KN95). This recommendation has resulted in the price gouging of masks, which had become necessities since the start of Covid-19. These higher quality products are being placed at a significantly higher price than what they were originally worth. Essential workers, such as medical and retail workers are struggling to find affordable, high quality masks. President Joe Biden ensured that there's "more than 750 million masks available for health-care workers and first responders". 

Value Proposition:

     Like all necessities, these high quality masks have a sense of value. Mask making companies like Innonix provide a Value Proposition. A value proposition is a service, innovation or feature that makes a company and their products more attractive to consumers. These mask making companies provide masks that protect consumers from disease/viruses, toxic fumes, etc. These masks become more appealing to consumers as they provide more protection than a cloth mask. 

    Although third-party sellers are mainly raising the price of masks, sellers in general have been needing to raise prices. These higher prices prevent people from stocking up unnecessary amounts of mask that other consumers are in need of. Price gouging in this instant is necessary to manage the Covid-19 crisis, and to allow businesses to restock. This also helps businesses create a limit on how many masks a consumer can purchase per shopping trip. The mask making companies are facing a
struggle to produce enough masks, which is another cause of the price increase.

Marketing Strategy:

     Although the marketing strategy isn't unique or new, it still appeals to buyers. Specific buyer personas that these marketing strategies appeal to tend to be healthcare workers and those who have careers that involve being close to a customer. A retail worker mentioned in this article, Jordan Larsen had stated "I really think that we do need government interference at least right now because this is something that is a necessity, especially with the different variants coming into play right now". Larsen makes a good point, that yes although the increase in price has helped preventing shortages but the government should regulate the pricing of necessities such as masks. 

     Personally, I believe this solution is both good and bad. Yes, the increase in mask prices have solved the shortages by allowing companies to produce more but it prevents those who actually need these masks. The high prices set make the masks less affordable and force consumers to opt for less protective masks. In the article. Phil Woerner had stated, "You can find them now — the N95s and the KN95s — it’s just you’re going to pay," Still, “I like it better than getting sick and going to the hospital. Or infecting someone else,” said Woerner, who works with seniors for Meals on Wheels. “I don’t mind paying that money because I’m protecting people with that". Some consumers value protecting others than how much the product costs. 

     If I were to market masks, I'd offer them at a lower price, but limit how many one consumer can purchase at a time. This helps keep masks and other necessities available for other consumers who also need the product. This can also prevent third-party sellers from taking all the products to resell them at a higher price.

     I've learned that consumers will always find a way to be unhappy about a product, whether its the availability, price or even the concept behind it. But when it comes to necessities, some consumers' opinions will change. For example, some consumers are willing to pay the increased price of the masks in order to fulfill their needs. 

**If you or a loved one needs to buy masks this website offers masks at a more affordable price**