INSIGHTS ON MARKETING AS A

TOOL FOR SUCCESSFUL

BUSINESS MODEL
EVOLUTION OF MARKETING
DARSHAN KARO
MARKETING CONCEPTS
COMPETITION
SUMMING UP
What is MARKETING??????
Definition of Marketing:

“ The management
responsible
anticipating
for
and
process
identifying,
satisfying
customer requirements profitably.

Key words:
Management Process
Identifying, anticipating, satisfying
”
Customer Requirements
Profitably
 EVOLUTION OF MARKETING

Limited stories Many stories

Struggling Bouncing Back

Rigid in Form Adaptable in Form
EVOLUTION OF MARKETING
DARSHAN KARO
Concepts of Marketing

• The Production Concept

• The Product Concept

• The Selling Concept

• The Marketing Concept

• The Societal Marketing Concept

The Production Concept

• One of the oldest business concepts.

• Consumers prefer products that are widely

available and inexpensive.

 Useful philosophy in two types of situations:

• when the demand for a product exceeds the

supply.

• when the product's cost is too high and

improved productivity is needed to bring it down.
The Product Concept
• Consumers will favour products that offer the most
quality, performance and innovative features.

• An organization should thus devote energy to

making continuous product improvements.

• A product orientation leads to obsession with

technology because managers believe that
technical superiority is the key to business success.

• The product concept also can lead to 'marketing

myopia‘.
The Selling Concept

• Consumers will not buy enough of the organization's products unless it

undertakes a large-scale selling and promotion effort.

• Most firms practice the selling concept when they have overcapacity.

• Aim is to sell what they make rather than make what the market wants.

• It focuses on short-term results - creating sales transactions - rather than on

building long-term, profitable relationships with customers.

 Example: Life Insurance / Credit Cards

The Marketing Concept

• It holds that achieving organizational goals depends on determining the

needs and wants of target markets and delivering the desired
satisfactions more effectively and efficiently than competitors do.

• It starts with a well-defined market, focuses on customer needs, co-

ordinates all the marketing activities affecting customers and makes
profits by creating long-term customer relationships based on customer
value and satisfaction.
The Societal Marketing Concept
• The organization should determine the needs, wants and interests of target markets.
It should then deliver the desired satisfactions more effectively and efficiently than
competitors in a way that maintains or improves the consumer's and the society's well-
being.

• It questions whether the pure marketing concept is adequate in an age of

environmental problems, resource shortages, worldwide economic problems and
neglected social services.
Society
(human welfare)

SOC
Marketing
Concept

Consumers Company
(want (profits)
satisfaction)
Competition
• A successful business strategy involves creating an effective competitive strategy.

• A competitive advantage occurs when the business provides a product or service

that the competition does not, or when the company provides a better product or
better service than the competition.

• The first step in creating a competitive strategy is to identify the competition.

• Two Methods:
➢ Industry Method

➢ Market Method
Competition

 Industry Method
• It is based upon the industry in which the business
operates.

• The competition is identified as companies that

produce / provide the same or similar products / services
as your company.
Competition

 Market Method

• It is based upon marketing products or services to customer needs.

• The competition is identified as companies that fulfill the same customer

need.

• It reveals a broader set of actual and potential competitors.

• Overcoming “Marketing Myopia”.

VIRAL MARKETING

VIRAL MARKETING
Viral Marketing
 Universal Orlando Resort launched The Wizarding World of
Harry Potter.
 Spend millions to buy your way into people’s minds,
interrupting them with TV spots, billboards by the side of
the highway, and other “creative” advertising
techniques.
 Only 7 people were informed of the new attraction.
 Harry Potter fans around the world are passionate about
all aspects of Harry Potter.
 Secret Webcast discussing how the designers were
coming up with the park.
 The result ====➔ 7 = 350,000,000
Viral Marketing Defined

 Viral marketing refers to marketing techniques that use pre-

existing social networks to produce exponential increases in
brand awareness, through self-replicating viral processes,
analogous to the spread of a computer virus.

 The goal of viral marketing campaigns is to generate

media coverage via "offbeat" stories worth many times
more than the campaigning company's advertising
budget.
Viral Marketing

 Viral marketing success comes from self-

publishing Web content that people want to
share.

 It’s not about paying an agency to interrupt

others.

 It’s about harnessing word-of-mouse, the most

empowering form of marketing there is.
Elements of a Viral Marketing Strategy

•Give away products or services.

•Provide for effortless transfer to others.

•Scale easily from small to very large.

•Exploit common motivations and behaviors.

•Utilize existing communication networks.

Booming Digital Medium
It’s Just the Tip of the Iceberg!!
The digital journey @ Mahindra Auto
3 years ago
In 1st gear on Digital
❑ Skeptic

❑ This reflected in online presence

 Just a few websites with low traffic
 Occasional e-mailer/SMS
Moved to higher gear during Xylo launch
Edgy Launch Website

More than half a million visits

Today

“Where is the 6th gear!”

We are on multiple channels
 Digital adoption rate @ Mahindra Auto

360 degree digital

Activities

2008 2009 2010

•Website •Website •Website
•Email/SMS •Email/SMS •Email/SMS
•Digital •Digital
promotions promotion
•Social Media
•Online
Offline
synergy
But the game keeps
changing,
there is a SCHUMACHER
here
Facebook
quickest ever:
150 mil users
in 5 years
❑ ONE MEDIA – Multiple business objectives

Bonding
•Customer Care
Engagement
+ •Market Research &
Feedback
Awareness/Relevanc
e

BRAND
Driving fans to on-ground event ( Mahindra AQ)

LIVE tweeting from Mahindra Great Escape

Xylo ‘ Karaoke’ contest

Logan ‘ Unique India’ contest

 User Generated content –
Largest Auto community in India Pics & videos
Pics uploaded by
fans
User generated
(PUNJAB POLICE PURCHASE OF SCORPIO)

“Will now have

to join Police “

Fans helping each other out

“Go for Scorpio. It’s the

best SUV in India for
offroading. NBS showroom
in South Mumbai“
Consumer
Feedback

Scorpio Xtreme got a phenomenal

response, comments & LEADS

“Xtreme beauty.
Love the car“
Handling Customer complaints

Handling customer complaints

Customer sharing joy post complaint resolution

•India’s first 3D offroading game
•More than 2 million have played > 9 million times on Zapak
•1 lac FB downloads
Mahindra Gio on its launch was 6th most searched keyword on
Google
❑ Alternate sales channel
S-collection available for sale online

•Merchandis
e
•Event fees
•Accessories

Cars, some
day
•Pioneering contests
•Announce/ Inform
•Complaint handling
•Interact with followers
Pioneering contest on Twitter

Created unprecedented buzz around the pre-launch of Xylo

TVC featuring Atul Kasbekar

Results
Without any media
money the pre launch
TVC buzz reached 1.4
lac people. 25% of
which came from
Twitter

Sachin Tendulkar Tweeted

•Customer pics
•Advertising
•Events pics
•Media pics
The selling and marketing concepts contrasted

The marketing concept

 Consumer Market V/s Business Market

• Number of buyers.

• Customer - supplier relationship.

• Purchasing structure.

• Buying influences.

• Number of sales calls.

• Geographic concentration of buyers.

• Distribution channels.
 Marketing in India
• High volatility.

• Diversity.

• The increase in the riches of the rich.

• The rural market place.

• Consumer communities.

• New icons.

• Ecological sensitivity

• Word of mouth
 Growing relevance of Marketing to India
• Changing Technology.

• Globalization.

• Deregulation.

• Customer empowerment.

• Customization.

• Competition intensified. - Kleenex

•Retail Transformation.
Customer Satisfaction
 Customer satisfaction is the level of positive and genuine contentment of a
customer towards a product or service.
 It is a measure of how well a business has met or exceeded customer
expectations.
 It plays a pivotal role in shaping the reputation and profitability of businesses.
 Businesses often rely on customer satisfaction surveys to assess customer
satisfaction levels.
 Impact On Businesses
 Importance Of Quality
 Role Of Customer Service
Strategies For Effective Customer
Satisfaction
 Exceptional Customer Service

 Personalizing Interactions

 Regular Feedback Collection

 Support Strategy Alignment

 Customer Advocacy Programs

Measuring Customer Satisfaction

 Customer Satisfaction Survey

 Net Promoter Score (NPS)

 Online Reviews & Social Media Sentiments

 Email Surveys
SUMMING UP
• Customer Memory is very weak

• Marketing is and always has been the need of the hour

• Understand Customer Requirements and module

offerings accordingly.

• Marketers need to constantly innovate to stay relevant by

effectively countering competition

 “Don’t wait for answers, take
your chances and please don’t ask
me why” – Billy Joel