Transcript Adapting marketing to new economy

CONTENT

Marketing

What is Liberalized Economy

Customization


Digital Marketing
Industry convergence
WHAT IS MARKETING….?
 The
action or business of promoting and selling
products or services.
 The
management process through which goods
and services move from concept to the customer.
 It
includes the coordination of
four elements called the 4 P's of marketing:

Identification, selection and development of a product,

Determination of its price,

Selection of a distribution channel to reach the customer's place.

Development and implementation of a promotional strategy.
PEPSI LAUNCHED DURING FASHION WEEK 2011
Pepsi launched their
Diet Pepsi skinny
during Fashion
Week 2011. Rather
than advertise, the
product was
integrated into the
event. Pepsi hired a
journalist with full
press credentials to
the event. When she
published, Pepsi
amplified the
content on social
channels.
Brand positioning:
"get the skinny" on
fashion and pop
culture.
WHAT IS LIBERALIZED
ECONOMY
…?

Economic liberalization is the process of opening up of the
Indian Economy to trade and investment with the rest of the
world.

The Economic liberalization in India refers to
ongoing economic reforms in India that started on 24 July
1991.
Liberalization
• The act of making less strict
Privatization
• Changing something from state to
private ownership or control
Globalization
• Growth to a global or worldwide
scale

Till 1991 India had a import protection policy where
in trade with the rest of the world was limited to
exports.

Foreign investment was very difficult to come into
India due to a bureaucratic framework.

After the start of the economic liberalization, India
started getting huge capital inflows and it has
emerged as the 2nd fastest growing country in the
world.
CUSTOMIZATION




The process of delivering wide-market goods and services that are
modified to satisfy a specific customer need.
Mass customization is a marketing and manufacturing technique
that combines the flexibility and personalization of "custom-made"
with the low unit costs associated with mass production.
Tailoring a particular product to the specific needs of an individual
customer. It is practiced by companies whose products are very
expensive or unique.
Such as custom home builders or airplane manufacturers
BENEFITS OF CUSTOMIZATION
 Keeps
your firm in season
 Increases
loyalty and traffic
 Marketing
 Lower
benefits
costs
 Improves
profits
DELL LAPTOPS AND COMPUTERS
DELL offers you
to choose the size,
color, OS, weight,
RAM, processor,
hard drive, etc.
that best suits
you. You can also
have your laptop
assembled and
delivered to you
within 2 business
days I believe. By
operating this
way,
Dell defines and is
a perfect example
of mass
customization
DIGITAL MARKETING

Digital marketing is marketing that makes use of electronic
devices such as computers, tablets, smart phones, cell phones,
digital billboards to engage with consumers and other
business partners.

Now-a-days Internet Marketing is a major component of
digital marketing.

According to recent research, at least $100 million are being
spent at present on digital marketing in India
ADVANTAGES OF DIGITAL MARKETING

Fast and Easy access

Improves Customer Relationship

Enhance Credibility

Limit less Networking

Less expensive than traditional marketing campaigns

Easy to measure the success of your campaign

Can reach Large Mass in short period of time
7 UP LEMON PATTALAM ONLINE CHAMPIONSHIP
It was an interesting
and unique cricket
game. The innovative
and exciting online
cricket tournament,
which has 7 players a
side, 7 balls per over
and 7 overs an innings
saw an enthusiastic
participation
from Facebook fans.
With a total number
10015 teams, total
number of fans who
joined the Facebook
page via the game:
61,760 – a growth
of 52% in just 45
days.
VIDEO MARKETING BECOMES MAINSTREAM
http://sunnylandpictures.com/wp-content/uploads/2011/05/VideoMouse.jpg
Online
video
marketing
is
exploding
with more
and more
people
accessing
the video
channels
such as
YouTube to
share
informatio
n or only
for fun.
HOW BUSINESS PRACTICES ARE CHANGING
Organize by product unit to organize by customer
segments .
 Shift focus from profitable transaction to customer life
time value .
 Build brand through performance not by advertising .
 Customer retention , rather than customer acquisition .
 From none to in depth customer satisfaction
measurement.
 From over promise under deliver to under promise over
deliver .
 Shift focus from financial score(sales revenue) head to
also focusing on the marketing fore head (marketing
share).

CUSTOMER BRANDING AND YOUTUBE
Customer Branding:
 Using video-sharing sites such as YouTube to allow consumers
to develop their own video ads for certain products in a
contest format

An Example is the Doritos Super Bowl Commercial in 2007

Contest had over a 1,000 amateur video entries, and the
winning video was seen by nearly 90 Million viewers
Winning Video
YouTube - Doritos Spicy Cheesy Crunchy bold smooth live the
flavor

EMERGING
MARKETING
TRENDS
CUSTOMER BRANDING AND CONSUMER
BEHAVIOR

Customer is able to relay back to the company their views
on the attributes, benefits and value of the Doritos Brand

Involves the customer into the advertising process




Increases Brand Equity,
Customer attachment (For participants and viewers)
Positive feelings associated with Doritos
Viewers are able to experience customer views about the
Doritos brand (More Factual and Believable)
The evolution of social media is clearly indicative with marketers
working on how it gets utilized in the real world.
http://www.brandingeye.com/wp-content/uploads/2009/01/7key_socialmedia_benefits_art3.jpg
Here are more facts to back up social media growth?
The Harris Interactive study says there are 87%
online adults using social media.
Highest percentage (22%) uses social media less
than 1 hour per week.
Highest percentage of 18-34 yr-olds (17%) uses
social media 6-10 hours per week.
ADAPTING MARKETING TO NEW ECONOMY
E business
 E commerce
 E marketing
 E purchasing

Internet domain :
 (B2B)
 (B2C)
 ( C2B )
 (C2C)

“Companies fail when they
become complacent and imagine
that they will always be
successful. So we are always
challenging ourselves. Even the
most successful companies must
constantly reinvent themselves”.
--Bill Gates
Chairman and Chief Software Architect
Microsoft
REFERENCES
Definition of Marketing
http://www.businessdictionary.com/definition/marketing.html#ixz
z2gFRVbOHT
 Digital Marketing content - http://www.amentertainment.com
 www.wikipedia.org
 Read
more: http://www.answers.com/topic/customizedmarketing#ixzz
2gH6psfN1
 Websites used
www.google.com
