“new issues in marketing” "progress is possible, no one can stop it, but obstacle is there,...

“NEW ISSUES IN MARKETING”

"Progress is possible, No one can stop it, but obstacle is there, we have to face it.“ - Amartya Sen

NEW ISSUESIN

MARKETINGCONSUMERISMCONSUMERISM

GREENMARKETING

GREENMARKETING

LEGAL ISSUESLEGAL ISSUES

GLOBALISATIONGLOBALISATION

“GREEN MARKETING”

Marketing of products that are presumed to be environmentally

safe……

“EVOLUTION OF GREEN

MARKETING”It has three phases: ECOLOGICAL GREEN

MARKETING

ENVIRONMENTAL GREEN MARKETING

SUSTAINABLE GREEN MARKETING

“WHY GREEN MARKETING?”

Opportunities or competitive advantage

Corporate Social Responsibility (CSR)

Government pressure

Competitive pressure

Cost or profit issues

Green marketing mix

“BENEFITS OF GREEN MARKETING”

Access to new markets

Increase their profit sustainability

Enjoy competitive advantage

“GREEN MARKETING CASES”

Philips Light's "Marathon“

Electronics Sector

Introduction of CNG in Delhi

Car Sharing Services

“GLOBALISTAION”

THOMAS FRIEDMAN

calls it

“FLATTENING OF THE WORLD”

“ DEFINE GLOBALIZATION?”

“GLOBALIZATION’S

EFFECTS ON MARKETING

STRATEGIES”

“MARKETING CONSTITUENTS TO BE ANALYSED”

The Consumer

Brands

Marketers

Academics

“GLOBAL MARKETING STRATEGIES”

Are market  force  driven

Are cost  driven

Are government regulation driven

Are industry  demand  driven

Are competition driven

“BENEFITS OF PRODUCT MARKETING IMPORTS”

Products / services unavailable in your country Cheaper products/ services

your  country Improves  the  lifestyle. Generates  jobs Enriches  the  population  with

 imported  culture Educates  the  population Increases  the  culture  exposure

“BENEFITS OF PRODUCT MARKETING EXPORTS”

 An  opportunity  to other countries to  taste your products or services Sell your country's products or services Job opportunities   Export  income Foreign  exchange reserves Better  life  for  the  people Learn foreign  languages

The real differentiator of

customer – centricity in a

commoditised world of media

products -

Customer Service !

“CONSUMERISM”

A Social movement intended to

safeguard the right of consumers…

“ CONSUMER ”

An entity who consumes the product is called a consumer.

“ A consumer is the most important visitor on our premises . He is not dependent on us we are

on him . He is not an interruption to our work; he is the purpose of it . We are not doing a favor to a

consumer by giving him an opportunity; he is doing us a favor by giving an opportunity to serve

him”. - Mahatma Gandhi

“ MARKETING CONCEPT ”

Business run on revenue and that revenue comes from consumer. So,

consumers are the ultimate source of income . The marketing concept, simply stated, suggest that the purpose of a

business is to provide customer satisfaction . Thus, it is anticipated that the firm will maximize long term profitability through

customer orientation.

“ EVOLUTION OF CONSUMERISM ”

Industrial Revolution Plenty of supply Increased alternative

Choice makingCompetitionCustomer is king

Consumerism

The Right to Be Safe The Right to Be Informed

The Right to Be Heard The Right to Choose

Basic Consumer Rights

CAUSES OF CONSUMERISM :- 1. Consumer Sovereignty 2. Consumer Ignorance (decisiveness)

consumer gets suffered: (a) Directly

(b) Indirectly

DIRECTLY

Health & Safety Repair &

servicing Pricing issue Product quality

INDIRECTLY

Pollution in environment Moral issues ( e g. child labour )

“BENEFITS OF CONSUMERISM”

Safer products to consumers

Market expansion

Builds social image

Aware society

“CHALLENGES OF CONSUMERISM”

Addictive lifestyle Made consumer choices more difficult New legal remedies and safeguards Product Evaluation Instructions Complaints

“PREDICTING CONSUMERISM’S FUTURE”

Studying the consumer trends. Examining the potential resource mobilization skills. A constituency for consumer organizations. To overcome “free-rider” problem. Organizations with societal trends will be the most successful

“CONSUMERISM IN 21ST CENTURY”

Materialism

Wealthy Consumers

Emulation

“ LEGAL ISSUES

IN MARKETI

NG ”

“ BRIEF OVERVIEW ”

LAWS

FOOD ADULTERATION ACT

DRUG AND MAGIC REMEDIES ACT

DO NOT DISTURB LAW

SPAM PREVENTION

– INDUSTRIES ACT

● IMPORTANCE OF THESE LAWS

“THE PREVENTION OF FOOD ADULTERATION ACT ,1954”

Related to food and beverage companies

Prevention of Food AdulterationPrevention of misbrandingMisbranding is considered if Wrong information about the content of product Wrong information about the origin of

product Wrong advertisement about the effects of product

“ SOME CASES ”

“DRUG AND MAGIC REMEDIES ACT, 1954 ”

This act is for pharmaceutical companies.

According to this act, marketing department of these companies cannot

Promote those advertisement which enhance self- medication Prohibition of advertisement of certain which are used to cure impotency, sexual and menstrual disease

“ THE INDUSTRIES ACT, 1951”

It influences the product and distribution decisions of companies in India.

It prevents black marketing

“DO NOT DISTURB LAW”

This is a new law which was introduced to protect one’s personal life

According to this law, after registering one’s number to the service provider they cannot call or message the customer and if they do so they will be fined

“ SPAM PREVENTION ”

This is to prevent unwanted online marketing

According to it sending spam is illegal.

“ IMPORTANCE OF THESE LAWS ”

These laws help in

Preventing Consumer Exploitation

Preventing Illegal Marketing Practice

Maintaining the government’s control over these institutions

“IMPORTANCE OF LEGAL

ISSUES”

“LEGAL ISSUES” Behavioral Targeting

Green Advertising

Drug Advertising

Endorsements & Testimonials

Contd……

Product Placement or ‘embedded advertising’

Legal ramifications of user -generated content

Agency – Client Relationships

“OTHER ISSUES IN MARKETING”

Viral Marketing Custom facebook page design Digital strategy and the advertising

contract Google retargeting Mystery Marketing