CURRENT AND EMERGING TRENDS IN MARKETING

PREPARED AND PRESENTED BY:AVHINANDAN KHAJURIA0601MBA14,KATHUA CAMPUS,JU

Present MarketingIn the present scenario, marketing has changedthe world and it self. Now it is not like earlier thatby giving advertisement on television andnewspaper will increase the sales and awareness ofthe product. It has come a long way to thissituation. There is a huge decline in traditionalmeans of marketing.

Important Shifts In Marketing Practices

• Reengineering

• Supplier Partnering

• Customer Partnering

• Globalizing

• Monitoring

• Outsourcing • Benchmarking • Accelerating • Empowering • Merging• Flattening • Focusing

Reengineering :Appointing teams to manage customer-value-building processes and break down walls between departments.

Supplier Partnering: Partnering with fewer but better value-adding suppliers.

Customer Partnering: Working more closely with customers to add value to their operations.

Globalizing: Increasing efforts to “think global” and “act local”.

Monitoring: Tracking what is said online and elsewhere and studying customers, competitors, and others to improve business practices.

Outsourcing:Buying more goods and services from outside domestic or foreign vendors

Benchmarking:Studying “best practices companies” to improve performance

Merging:Acquiring or merging with the firms in the same complementary industries to gain economies of scale and scope

Flattening:Reducing the number of organisational levels to get closer to the customer

Focusing:Determining the most profitable businesses and customers and focusing on them

Accelerating:Designing the organisation and setting up processes to respond more quickly to changes in the environment

Empowering:Encouraging and empowering personnel to produce more ideas and take more initiative

Burning trends of 21st century marketing• Social Media Marketing & Viral marketing

• Relationship Marketing

• Green Marketing

• Guerrilla marketing

Social Media Marketing

•Social media marketing is a umbrella term thatdefine the various activates that integrate technology, social interaction and the construction of word andpicture. For social media marketing we need to havecreative idea which attract other people to the product.

Nescafe India #ItAllStarts• Nestle India wanted to revamp its coffee

brand, Nescafe to make it more contemporary with a fresh theme, “It all starts with a Nescafe’. Instead of roping in a celebrity, as was customary earlier, the brand featured the story of a stammering stand-up comedian exclusively for fans.

• The film was well received on social media and extended onto Twitter where users were invited to share their stories and be a part of Nescafe Journeys that celebrated stories of resolve.

NatGeo ‘Cesar to the Rescue’

• For the India launch of National Geographic Channel’s much-awaited show‘Cesar to the Rescue’, the brand indulged in an exciting social media strategythat focused on the dogs rather than their owners. A #PoseWithYourDogcontest on Facebook and Twitter required dog owners to upload theirdogfies, i.e. selfies with their dogs, while the rewards went to the dogs. Anexclusive screening of the first episode was held at a meet-up for them aswell as their human friends, along with interactive fun games.

This campaign aimed to proveto women that they were morebeautiful than they thought. Apowerful video was uploadedto Dove’s YouTube channelworldwide. The video has hadover 64.8M views to date.

Study explores what made

Kolaveri Di the sensation it became and lists the elements

that make up an ideal viral

marketing campaign in India.The campaign was carefully

designed to avoid sounding

like a sales pitch. Some radio

and TV channels got exclusive

rights to use the song for two

days. Noting the interest, news

channels began discussing

Kolaveri Di………….

Success of “Why this KOLAVERI DI”

Volvo Trucks “the

Epic Split” –

November 2013Jean-Claude Van Damme’s epic

video doing the splits on two

reversing Volvo trucks amazed

everyone when it was released

in 2013. Who’d have thought a

truck video could secure over

76.4M views?!

RELATIONSHIP MARKETING•A long term Stagey to built relationship with individual

customers.

• Relationship Marketing is a philosophy of doing business,a strategic orientation that focuses on keeping andimproving current customers rather than on acquiringnew customer.

•The consistent application of up to date knowledge ofindividual costumer to product and services design inorder to develop a continues long term relation.

• The focus is enhancing the relationship with existing costumers so as to retain existing costumer.

It is developed by:• Satisfying costumers

• Trust

• Adding Values

• Privileges

• Costumer orientation

• Quality product

• Work towards partnership

• Loyalty Programmes

DellDell computers created a special online store for high volume corporate customers. By tailoring the ordering process to the specific customer's needs, Dell was able to expedite many of the hassles corporate technology buyers face. Providing a higher level of service leads to increased loyalty.

IKEAThe Swedish furniture maker has a worldwide base of intensely loyal customers. When the company changed the font in their ubiquitous catalog, IKEA lovers took to the Internet to air their complaints. Rather than alienate their customers for a trivial reason, IKEA changed the font in the next catalog.

Green Marketing?It is the marketing of products that are

presumed to be environmentally safe.Thus green marketing incorporates abroad range of activities, includingproduct modification, changes to theproduction process, packaging changes,as well as modifying advertising. Othersimilar terms used are EnvironmentalMarketing and Ecological Marketing. Andsome Examples are:

CARLSBERG’s GREEN MARKETING

Woodland uses environment-friendly materials like organic cotton for its products, and use recycled paper for the packaging of

its products under its ProPlanet initiative. Always tried to make products and with processes that cause minimal harm to the environment. Over and above the process of manufacture and packaging, ProPlanet does a host of on-ground events and also on social medium (including blogs) to connect with like-minded people, fans and even partners to spread the message.

Woodland goes eco-friendly and green!

How it is working.........“Go Green” is perhaps one of the biggesttrends to hit the modern marketplace.

• Many big business houses are going Green.

• Hollywood and Bollywood celebrities are eco-evangelists.

• Religious leaders are making the environment amoral issue.

•The good news is that everyone seems to be tryingto be some shade of Green, and experimentationusually leads to innovation.

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GE’s Ecomagination

In 2007, GE invested more than $1 billion oncleaner technology R&D, moving the companycloser to its goal of investing $1.5 billion annuallyin Ecomagination R&D initiatives by 2010.

In 2007, GE achieved approximately 15% growthin Ecomagination revenues over 2006, from $12billion to $14 billion. Due to the program’soverwhelming success over the past few years,GE forecasts it will surpass $40 billion by 2014and is consequently raising the annualEcomagination revenue goal to $45 billion by2015.

•Banks are investing their lot of money to stop the physical use of money.

•Many shopping store are taking money for the use of poly bag.

•Many paper company is using old paper and recycling them.

•A lot of paper bags are used in the store.

Some GREEN activities in trend

Guerrilla marketing• Guerrilla Marketing is an advertising strategy

that focuses on low-cost unconventional marketing tactics that yield maximum results.

• The original term was coined by Jay Conrad Levinson in his 1984 book ‘Guerrilla Advertising’. The term guerrilla marketing was inspired by guerrilla warfare which is a form of irregular warfare. Many of these tactics includes ambushes, sabotage, raids and elements of surprise. Much like guerrilla warfare, guerrilla marketing uses the same sort of tactics in the marketing industry.

Guerrilla Marketing is about taking theconsumer by surprise, make an indelibleimpression and create copious amountsof buzz.Guerrilla marketing is said to make a farmore valuable impression withconsumers in comparison to moretraditional forms of advertising andmarketing. This is due to the fact thatmost guerrilla marketing campaigns aimto strike the consumer at a morepersonal and memorable level.

Coca Cola campaign “small world machines” that brings people of two countries, India & Pakistan, together. These two countries are known to have a tensed relationship since the time of their partition and independence, and this light hearted Coke campaign sent a very strong message across: Common people want to live in harmony!

COCA COLA: SMALL WORLD MACHINES

Anando Milk, a premier local milk company wanted to increase milk consumption among children, so the McCann Erikson Agency came up with this amazingly creative ad placed on one of Mumbai’s buildings, where you can see a child strong enough –a benefit of the milk, of course– to move part of the building itself.

ANANDO MILK

CONCLUSION

• To conclude we can say thatthere are numerous methods ofmarketing despite the discussedones . A company needs toidentify its customers and itsmarketing objectives and thenmay go for any marketing meansor method to stand abovecompetition by breaking theclutter of numerous marketingcampaigns.