Date post: | 18-Jul-2015 |
Category: |
Marketing |
Upload: | karan-singh |
View: | 35 times |
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Modern Era Of MarketingNew Marketing Realities
By:- Anshu Jha & Karan Singh Chadha
Network Information Technology….Revolution
Significance
• Information age is created
• Lower cost of marketing
• Higher revenues
• Innovative products and services, more effective marketing
• More accurate levels of production
Apollo White Dental
• Is the largest dental chain in India
• Gathers information from sources like geochirp.com
• Reduces marketing cost as a targeted group of people are reached
• Best of hi end technologies and world class treatments
Globalization….Worldwide Integration
Significance
• Globalization is international integration
• Firms have a global reach thus increasing their potential customers
• Possible for companies to find economies with cheaper costs
• Technological advances in transportation and communication
Coca-Cola
• Coca-Cola was developed as an American brand
• Currently, over 70% of its business income is
generated from non-US sources
• Is one of the most well-known brands in the world,
operating in over 200 countries
• Product differentiation
Deregulation...Removal of Regulation
Significance
• Government regulations are removed
• Increases competition
• Economic growth opportunities
• Better services to costumers
ICICI PRUDENTIAL
• A joint venture
• Reported a profit of 1,384 crore third year in a row
• Paid Rs 414.37 crore as dividend
• Disha – a claim care initiative
Heightened Competition…. Consumer Beneficial
Significance
• Competition globally
• Raises marketing costs
• Reduces the profit margin
• Wide variety of related products
Titan Watches
• Sold in about 32 countries
• Accounts for more than 60% market share in Indian
watch market
• Offers various brands: Raga, Orion, etc
• Public holding in the company is 28%
Industry Convergence …. Merging
Significance
• Companies providing multiple products
• Government deregulation helps in upbringing
• Satisfying multiple needs
• Offer great deal of positives
L.G. CORP.
• It operates in over 80 countries.
• 2013 it has overtaken Apple
• Close competition
• Costumer Satisfaction
Retail Transformation…. Organized Transformation
Significance
• Retail transformation-market liberalization and
consumer behavior
• Largest contributor sector to country’s GDP
• Generating employment opportunities
• Increasing organized retails
Pantaloons Fashion and Retail Limited
• Indian premium clothing retail chain.
• 76 stores in 44 cities
• Revenue: 1285 crore
• Employment: 5300
Disintermediation…. Removal of intermediaries
Significance
• Removal of intermediary’s
• Direct interaction with customers
• Cost drop in customer service
• High market transparency
DELL
• Follows direct-sales model
• Delivering individual PCs configured to customer specifications
• Delivering complete solutions for enterprise customers
• Is currently the No.1 shipper of PC monitors in the world
Consumer Buying Power…. Service Oriented
Significance
• Sum of money contributed to economy through
purchases
• High consumer buying power implies high income
• Does not remain static
• To track consumer behavior
Makemytrip.com
• Full-service online portal it also operates through
retail stores
• Varieties of options to choose from
• Observed Consumer behavior over a period of time
• The company also started to focus on holiday
packages and hotel bookings
Consumer Information… Easy access to data
Significance
• Availability of authentic information
• Bringing consumers together with a common interest
• Making the right move
• Personal connections and user generated content
• Platform like Wikipedia and facebook has been a great help
Shiksha.com
• Students can find information on educational institutes & programs
• Caters to the educational requirements and queries of students
• The site has made its presence felt in the print media
• Mobile application was launched making it easily accessible
Consumer Participation…. Customer engagement
Significance
• Engagement of customers with one another
• Flexible medium of participation
• Offering to heighten their sense of ownership
• Important source of competitive advantage
Harley Davidson
• Active participation by the owners
• Options to customize high end products
• Harley Owners Group
• More than one million members
• Anniversary celebration
Thank You