PREPARED BY :

NAMAN AGGARWAL (1)

MOHAMMED FARUKI(20)

ADITYA KELKAR(30)

CHINMAY PATKE(41)

SUMEET KULKARNI(53)

KUMAR SIMANT (60)

INTRODUCTION

• THE OLD PRODUCT-CENTRIC APPROACH IS SLOW, UNRESPONSIVE AND IT HAS FLAWS

• THE ERA OF THE CUSTOMERS

• MORE AND MORE COMPANIES FOCUSING TO BECOME CUSTOMER-CENTRIC

INTRODUCTION

• TRANSITION IN MARKETING METHODOLOGIES

• KNOWLEDGE-BASED MARKETING

• EXPERIENCE-BASED MARKETING

• THESE METHODS ARE FAST REPLACING THE TRADITIONAL APPROACH

MARKETING IS EVERYTHING AND EVERYWHERE

• WHAT WAS THE OLD NOTION OF MARKETING?

• CEO-HEADHUNTER-MARKETER

• CHANGING AD CAMPAIGN, REDESIGN LOGO, REDO BROCHURES, TRAIN SALES FORCE, RETAIN A HIGH-POWERED PUBLIC RELATION FIRM AND ALTER/REPOSITION THE COMPANY’S IMAGE

• DISTINCT FUNCTION OF A COMPANY

• SUBORDINATE TO OTHER DEPARTMENTS

• IDENTIFYING THE GROUPS OF POTENTIAL CUSTOMERS AND LURING THEM UNDER FALSE PRETENSE

MARKETING IS EVERYTHING AND EVERYWHERE• WHAT IS MARKETING TODAY?

• IT IS A WAY OF DOING BUSINESS

• IT IS NO LONGER A NEW AD CAMPAIGN OR THIS MONTHS PROMOTION

• HAS TO BE ALL-PERVASIVE

• PART OF EVERYBODY’S JOB DESCRIPTION

• INTEGRATE CUSTOMER INTO DESIGN

• SYSTEMATIC PROCESS FOR RELATIONSHIP WITH CUSTOMER

GOAL OF MARKETING

• ITS ABOUT BUILDING RELATIONSHIPS

• ABOUT TAKING OWNERSHIP

• BEING COMPETENT

• BEING EXPERIENCE CENTRIC

BALANCING BETWEEN INNOVATION & SALES

• COMPANIES BECOMING FIXATED WITH THEIR R&D AGENDAS AND FORGET ABOUT THE CUSTOMER, THE MARKET ,THE COMPETITION

• EXCESSIVE R&D INVESTMENT CAN RESULT IN COMPANIES LOSING THEIR INDEPENDENCE

• THE NEED FOR THE END TO JUSTIFY THE MEANS

CONTD..• A SALES RELATED APPROACH TURNS MARKETING INTO AN

EXPENSIVE FIGHT OVER CRUMBS RATHER THAN A SMART EFFORT TO OWN THE WHOLE PIE

• PERCENTAGE POINT INCREASE IN SALES APPROACH IS NO LONGER FEASIBLE

• WHAT WE NEED IS A BALANCE WHICH WAS FOUND BY THE JAPANESE

HOW TO ACHIEVE THIS BALANCE ?• CREATING A NEW MARKET RATHER THAN ENTERING AN

ALREADY CROWDED MARKET EG. FLIPKART

• TO BRING OUT A PRODUCT WHICH WILL OWN THE MARKET EG. BAJAJ PULSAR

• STRATEGIC PARTNERSHIPS WHICH WILL LEAD TO MARKET LEADERSHIP EG. STRATEGIC PARTNERSHIP - HERO HONDA, WENT ALONE - SUZUKI BIKES

IMPACT OF TECHNOLOGY ON MARKETING• MARKETING &

TECHNOLOGY GO HAND IN HAND

• WITH A SHORT ATTENTION SPAN USE OF TECHNOLOGY TO KEEP THE CUSTOMER INVOLVED

• DEMOGRAPHIC CHALLENGES WHILE MARKETING THROUGH TECHNOLOGY

TECHNOLOGIES AFFECTING MARKETING • TECHNOLOGY ADAPTATION LIFE CYCLE

• CUSTOMIZATION

• TECHNOLOGIES PROMISE :“ ANY THING , ANY WAY , ANY TIME”

Technology changing Marketing

• CRM SYSTEMS : IDENTIFY AND TARGET

POTENTIAL CLIENTS AND

GENERATE LEADS 

• SOCIAL MEDIA :  PROCESS OF GAINING

WEBSITE TRAFFIC OR ATTENTION

• ANALYTICS : TARGETED PROMOTIONS

• INTEGRATED MARKETING

COMMUNICATION(IMC): DELIVERING

CONSISTENT INFORMATION ABOUT A

BRAND

JOURNEY FROM MONOLOGUE TO DIALOGUE

PRINT ADVERTISING IS BECOMING OBSOLETE

• IT HAS HIGH VISIBILITY BUT NO CHANNEL OF GETTING CUSTOMER FEED BACK

“With the advent of technology what you will see is the death of the average & the era of You.

Business will be able to truly serve the individual. “Ginni RomettyCEO, IBM

JOURNEY FROM MONOLOGUE TO DIALOGUE

• TECHNOLOGY PROVIDES A PLATFORM FOR THE DIALOGUE LIKE SOCIAL MEDIA, PRODUCT REVIEW WEBSITES, BLOGS ETC….

• TODAY TECHNOLOGY HAS CREATED THE PROMISE OF “ANY THING, ANY WAY, ANY TIME ”

MOVING INTO THE FUTURE

Sensitivity

Flexibility

Resilience

Monologue

Dialogue

PRODUCT SERVICE HYBRID

• PAST RELATIONSHIP:

NEW DEFINITION:

A PRODUCT IS THE ITEM OFFERED FOR SALE. A PRODUCT CAN BE A SERVICE OR AN OBJECT. IT CAN BE PHYSICAL OR IN VIRTUAL OR CYBER FORM.

Products Services

1. An object of physical existence

1. Action of helping or doing work for someone

2. Tangible item 2. Intangible item

3. Also called as goods, commodities or merchandise

3. A process of creating customer environment of information, assurance and comfort

4. Can be put into inventory 4. Can’t be stockpiled

SERVICIZATION:

1. PRODUCT DEMONSTRATION BEFORE BUYING

2. ASSISTANCE WITH FUNCTIONALITIES AFTER BUYING

3. CUSTOMER CARE

4. SERVICE CENTRES

PRODUCTIZATION:SERVICES ARE BEING GIVEN IN PACKAGES AS

PRODUCTS

EXAMPLES OF PRODUCT – SERVICE HYBRID PROVIDERS:

1. TELECOM

2. BANKS

3. INSURANCE COMPANIES

4. CONSULTING FIRMS

5. RADIO STATIONS

TECHNOLOGY MARKET TECHNOLOGY

Earlier

Technology and Marketing Relationship

Now

• CONSEQUENCES OF THIS MARRIAGE

Advantages Next Step Reduced intensive field

work Reduced expenses and

risk Reduced processing

time Information flow made

easier Creation of efficient

feedback loop Made customization

possible Created product service

hybrid

Real time data processing Automated customer feedback loop Automated customization Reduced time to market Easy integration of customer in the business Elimination of gap between supply and demand

SUMMARY

• THE NEW MARKETING MODEL NEEDS TO INTEGRATE THE CUSTOMER AND THE COMPANY

• THE GOAL OF MARKETING IS TO OWN THE MARKET, NOT JUST TO SELL THE PRODUCT

• “MARKETING EVOLVES AS TECHNOLOGY EVOLVES. PROGRAMMABLE TECHNOLOGY MEANS THAT COMPANIES CAN PROMISE CUSTOMERS "ANYTHING, ANY WAY, ANY TIME

•MARKETING MOVES FROM MONOLOGUE TO DIALOGUE

•MARKETING A PRODUCT IS MARKETING A SERVICE IS MARKETING A PRODUCT

• TECHNOLOGY MARKETS TECHNOLOGY

THANK YOU