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•DEMOGRAPHIC
-Changing family structure
-More demand for items of children’s use
-Increasing number of elderly people and their special
needs
-Increasing number of working women
-Mobility of people
-Increased educational level
CHANGING ENVIRONMENT AND NEW OPPORTUNITIES
CONTD…..
•ECONOMIC
-Rising incomes of people and new consumption pattern
-Increasing higher income groups
-Increasing propensity to buy credits
-Emergence of rural markets
•SOCIO-CULTURAL
-Increasing westernization
-Increasing role of women
-Increasing status consciousness
-Increasing stress on education
-Increasing stress on physical fitness
CHANGING ENVIRONMENT AND NEW OPPORTUNITIES
CONTD…..
•GOVERNMENT REGULATIONS
-Increasing taxes / subsidies
-Liberalization and growth of capital markets
-Establishment of “procurement” centre near all villages
-Establishment in the “TV” network
•TECHNOLOGICAL
-Technology and operational efficiency
-Easy to handle and cheaper products
-Better packaging and longevity of perishable products
-New products in new fields
-Need for alternative energy sources and energy saving devices
-Environmental pollution control measures
PARADIGMS IN INDIAN MARKETING SCENARIO
•Companies are now able to send ads, coupons, samples, and information
to customers who have requested these items or have given the company
permission to send them.
•Industry convergence
HOW BUSINESS PRACTICES ARE CHANGING
CONTENT FACTORS
GETTING FEEDBACK
HOW MARKETING PRACTICES ARE CHANGING:
CUSTOMER RELATIONSHIP MARKETING
CUSTOMER MOTIVATION
What motivates customers to use our products?
•What attributes of the offering are really important?
•What objectives do the customers seek?
•What changes in customer motivation are occuring or
likely to occur?
UNMET NEEDS
Are the customers satisfied with our products
they are using?
•Do they experience problems?
•Are there unmet needs they are unaware?
INDUSTRY ANALYSIS
DIMENSIONS:
Strengths Current
& COMPETITOR
ACTIONS & past
weaknesses strategies
Product
Target
Suppliers Place Price Publics
customers
Promotion
Ma
rk e t ing and
con eting rk n n
Ma izatio tatio
sys trol an men
tem rg
o ple stem
im sy
Political/ Socio/
legal cultural
environment environment
Competitors
MARKETING CONCEPT REPRESENTS ESSENTIALLY
A CHANGE IN ORIENTATION
THE CHANGE IS :
•Customer orientation
•Quality
•Innovation
•Perceivable differentiation
•Distinctive competence
•Effective segmentation
•Strategy
•Competitive Analysis
•New product development
•Build a winning team
MARKETING STRATEGY AND IMPLEMENTATION
STRATEGY IS:
APPROPRIATE INAPPROPRIATE
MARKETING IMPLEMENTATION
SUCCESS ROULETTE
EXCELLENT
TROUBLE FAILURE
POOR
Less manual jobs/more office admin. Less need for home collection
jobs of life assurance
MARKETING STRATEGY
CONTD…….
Demographic factors
Population shift to middle/old ages Need for care and illness cover
CONVERT
STRENGTH WEAKNESS
MATCH MINIMIZE/AVOID
CONVERT
MATCH
OPPORTUNITY THREAT
MINIMIZE/AVOID
Oil Energy
Banking Financial services
Soap Personal hygiene products
Newspaper Communications
Guard service Security
Movie/Theatre Entertainment
WHAT BUSINESS ARE YOU IN?
HIGH LOW
SUCCESS SEQUENCE
MARKET SHARE
HIGH LOW
GROWTH
HIGH
?
LOW Rs.
DISASTER SEQUENCE
MARKET SHARE
HIGH LOW
GROWTH
HIGH
?
LOW Rs.
GROWTH OPPORTUNITY ANALYSIS
STRATEGIC OPTIONS INDUSTRY MARKET
POTENTIAL
11.Find new uses
10.Find new users
9.Increase the variety of use USAGE
8.Increase usage frequency GAP
3.Penetrate position of
other competitors COMPETITIVE
2.Penetrate position of GAP
most direct competitors
Gold Young
girls
Original version Value
Lalithaji position
By taking a market rather than a product view of what one has to offer new
possible strategic windows may seem worthy of investigation. Newspaper
producers, for example, might consider other ways of providing interesting
information for people or may look more closely at the kind of information
that they do provide. Travel agents might consider various ways of making
people’s dreams come true.
GROWTH SECTOR COMPONENTS RELATIVE TO
DEGREE OF INNOVATION
Performance
Low High
1 2
The focus for Continue with the
High greater managerial effort current effort to ensure
in order to improve that performance does
performance not decline
Importance
3 4
RE-think the current
Low Areas of low priority effort. Is it worth
spending in these
areas?
REACHING OUT TO THE CUSTOMER
•Integrated distribution
•Info-based channels
•Communication - distribution synergy
•Unconventional retailing
•Distribution in marketing planning
•Horizontal distribution systems
•Value-added reselling
•Branded channels
•Finance - based channels
•Image-based retailers