Click to edit Master subtitle style

Holistic Marketing
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Team members
Karuppasamy Revathi. Manoj

Pandiyan.A

Kumar.M Smily

Derain Syed

Mohammed Tariq

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Contents
Introduction Components Framework Future Case

of holistic marketing

of holistic marketing

of HM

study

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MARKETING MANAGEMENT

The shortest definition of Marketing Management is Meeting Needs Profitably.

1. Whose Needs? - The needs of the people, or the customers or consumers,

2. Who is trying to meet? - The Producer,

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DEFINITIONS

Marketing is an organizational function and a set of processes for creating, communicating & delivering value to customers and for managing customer relationships in ways that benefit the organization & its stake holders.

-AMA

Marketing Management is the art & science of choosing target markets and 1/21/13 getting, keeping and growing customers

HOLISTIC MARKETING
Amarketing strategythat

isdeveloped place lives in of the its

by thinking about the businessas and society, a whole, and in its the broadereconomy customers. Itattempts todevelopandmaintainmultiple perspectiveson the
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MEANING
Holistic marketing is thus an approach to marketing that attempts to recognize and reconcile the scope and complexities of marketing activities.

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OBJECTIVES
To analyses the strategies adopted by the organization to stay in the market

To analyses the methodology of marketing in all organization

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EVOLUTION

Exchange concept Production concept Product concept Selling concept Marketing concept Holistic Marketing concept
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HOW DOES HOLISTIC MARKETING WORK?

First you want a business profile which includes such things as what your current image is within your industry, what position you hold in your customers minds, what your business style might be, and so on.

Then you need to understand the

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CONTD..

Once you have a clear picture of your business and your customers, you then need a plan that will guide you toward the vision you imagine and help you accomplish both shortened long-term goals. And, given all that, you need the right messages aimed at the right people to implement your marketing plan.
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Why Holistic marketing?

You dont waste money on unnecessary and ineffective products, and services. You focus your efforts on the highest probability markets and prospects. You dont waste time and money in developing unproductive processes.
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CONTD

You become not better but only the best! Your marketing brings in sales and lowers the cost of those sales. Your growth is ensured!

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Components of HM
Relationship Integrated Internal Socially

marketing

marketing

marketing

responsible marketing
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RELATIONSHIP RELATIONSHIP MARKETING

MARKETING

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What is relationship marketing? Marketing designed to create, maintain, and enhance strong relationships with customers and other stakeholders.

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Costs much to attract a new customer. Improvement in customer retention can cause an increase in profitability. Easier to deliver additional products and services to an existing customer.

Why is it important?

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1. 2. 3. 4. 5. 6.

Six types of markets Internal markets

Supplier markets Recruitment markets Referral markets Influence markets Customer markets

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 Attract Retain Grow

Creating relationship:

Manage

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Attracting, retaining and growing Attracting customers: customers

Customer

delivered value the difference between total customer value and total customer cost.

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Customer satisfaction Retaining customers:

The extent to which a product or services perceived performance matches a buyers expectations. What are expectations based on?
Past buying experiences Friends, family and other

associates

Information about the competition

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Promises made in marketing

(your brand)

Customer loyalty & Highly satisfied retention

customers are:
Less price sensitive More likely to talk

favorably about you

More likely to refer you to

others
Remain loyal for longer
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Growing share of Increasing the share of the customer

customers purchasing in your product category. way is through crossselling

Best

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Managing your Relationship marketing is customers

designed to create, maintain, and enhance strong relationships with profitable customers and other stakeholders.

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CRM software
Customer

Relationship Management software allows tracking and analysis of each customer's purchases, preferences, activities, tastes, likes, dislikes, and complaints.

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Three aspects of CRM systems Operational Collaborative Analytical

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Operational CRM support to "front office" Provides

business processes, including sales, marketing and service.

Each interaction with a customer is generally added to a customer's contact history, and staff can retrieve information on customers from the database when necessary.

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Collaborative CRM the direct interaction Covers

with customers, for a variety of different purposes, including feedback and issuereporting.

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Analytical CRM Analyzes customer data for a variety of

purposes:

Design and execution of targeted marketing campaigns to optimize marketing effectiveness . Design and execution of specific customer campaigns, including customer acquisition, cross-selling, up-selling, retention . Analysis of customer behavior to aid product and service decision making. Management decisions. of the probability of customer defection.

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Bottom Line
Relationship marketing is a necessary tool for growing your business.

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INTEGRATED MARKETING

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MEANING:
Integrated

marketing is the Holy Grail for marketing departments within the enterprise. is a platform that brings all the marketing processes together and unifies them.

It

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Integrated marketing :

Is an end-to-end process of managing all activities, including marketing projects, planning, process flows, assets, supporting documentation, authorization. Includes the management of the people involved, the vendors, and the client relationships. Aims in Building, managing and executing all outbound and inbound marketing communications.
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Emphasis on measuring the

4Cs in Integrated In holistic marketing one has marketing

to see also the buyers point of view, where each of these tools will deliver customers benefits or value Customer satisfaction Customer cost Convenience Communication

Product= Price= Place=

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Marketing without While having multiple channels integration

and response mechanisms for your campaign it can reap many benefits, but running them through different systems may result in a world of problems.

If you cannot easily analyze the results across the different channels and response types, then you may have a difficult time learning what has worked, what 1/21/13 hasnt, and then how to

Multi point solution approach

Pitfalls of this approach:

Management of multiple databases Increased training on different solutions which strains budgets and time Inability to grow when adoption of a new media adoption is necessary Business becomes less attractive to potential buyers should you decide to sell

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Using multiple applications to perform outbound activities wastes their money and our time..

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Integrated marketing software A comprehensive view of all approach marketing activities. Marketing

activities are not overlooked and you will build prospect and customer value rather than eroding their experience and perception.

Provided a consistent brand and message across all channels all the time resulting in the 1/21/13 elimination of conflicting views

A coherent view of combined activities and strategies, allowing for standard measurement for all of them and encompassed in a dashboard view for marketing to act upon.

Inclusive marketing efforts and permissions based on what your customer or prospects want

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Click to edit Master subtitle style

INTERNAL MARKETING

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INTRODUCTION
The concept of Internal Marketing was first proposed in the mid 1970s as a way of achieving consistent service quality- a major issue in the services area.

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MEANING
Internal marketing (IM) is a process that occurs within a company or organization whereby the functional process aligns, motivates and empowers employees at all management levels to deliver a satisfying customer experience.

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BENEFITS
Better

Performance Employees

Empower Overall

Acceptance contribution to the success of

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Valuable

the business

INTERNAL MARKETING REQUIRES

The

acceptance of marketing techniques

and philosophy
A

customer orientation and market

orientation
A

participative approach to management

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Click to edit Master subtitle style

SOCIAL RESPONSIBILITY MARKETING

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INTRODUCTION
Socially responsible marketingis amarketing philosophy that states acompanyshould take into consideration what is in the best interest ofsocietyin the present and long term.

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CORPORATE SOCIAL RESPONSIBLITY

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BENEFITS OF CSR TO THE ORGANISATION

Reduced costs Increased business leads Increased reputation Increased staff morale and skills development Improved relationships with the local community, partners and clients Innovation in processes, products and services
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WHY GREEN MARKETING?

Opportunities Morale Legal

Obligations Pressure

Competitor Cost

Effective
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GREEN MARKETING MIX

Product

Price Place Promotion

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GREEN PRODUCTS
Products Products Products Products Products Products

those are originally grown,

those are recyclable, reusable and biodegradable, with natural ingredients, containing recycled contents, non-toxic chemical, contents under approved chemical, that do not 1/21/13 or pollute the harm

GOLDEN RULES OF GREEN MARKETING

1. 2. 3. 4. 5. 6.

Know Youre Customer Educating your Customers Being Genuine and Transparent Reassure the Buyer Consider Your Pricing Giving Opportunities1/21/13 Customers to its

SOCIAL MARKETING:
Social marketing works to help people change their behaviors to become healthier or to improve society or the world in some way.

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FALSE/DECEPTIVE ADVERTISING:

When falsely advertising, the company is deliberately misleading a potential consumer about a product, service, or company by reporting false or unsubstantiated information. These ads often tend to only highlight the positive aspects not the undesirable.

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SOCIALLY RESPONSIBLE ADS:

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TOP 10 COMPANIES THAT PAINT INDIA GREEN

1. 2. 3. 4. 5. 6. 7. 8.

Suzlon Energy ITC Lt. TATA Metaliks Ltd. TNPL WIPRO Technologies HCL Technologies ONGC IndusInd Bank
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HOLISTIC MARKETING FRAMEWORK

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HOLISTIC MARKETING

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HOLISTIC MARKETING HOLISTIC MARKETING

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VALUE EXPLORATI ON

VALUE CREATION

VALUE DELIVERY
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HOLISTIC MARKETING FRAMEWORK

Customer Focus
Core Competencies

Collaborative Network

Value Exploration

Cognitive Space

Value Creation

EXISTING AND LATENT NEEDS AND DIMENSIONS SUCH AS THE NEED FOR

Value Delivery

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HOLISTIC MARKETING FRAMEWORK

Customer Focus Core
s

Competencie

Collaborativ
e

Network

Value Exploration

Cognitive Space

Competenc
y

Space

Value Creation

BREADTH

Value Delivery

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HOLISTIC MARKETING FRAMEWORK

Customer Focus Core
Competencie s e

Collaborativ Network

Value Exploration

Cognitive Space

Competenc
y

Space
VERTICAL PARTNERSHIP

Resource space

Value Creation

HORIZONTAL PARTNERSHIP

Value Delivery

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HOLISTIC MARKETING FRAMEWORK

Customer Focus Core
s

Competencie

Collaborativ
e

Network

Value Exploration

Cognitive Space

Competenc
y

Space

Resource space

Value Creation

Customer Benefits

Business Domain

Business Partners
SELECTING BUSINESS PARTNERS FROM ITS COLLABORATIVE NETWORK

Value Delivery

IDENTIFY NEW CUSTOMER FROM ITS BUSINESS DOMAIN

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HOLISTIC MARKETING FRAMEWORK

Customer Focus Core
s

Competencie

Collaborativ
e

Network

Value Exploration

Cognitive Space

Competenc
y

Space

Resource space

Value Creation

Customer Benefits
UNDERSTAND

Business Domain

Business Partners

Value Delivery

CUSTOMER

THE

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HOLISTIC MARKETING FRAMEWORK

Customer Focus Core
s

Competencie

Collaborativ
e

Network

Value Exploration

Cognitive Space

Competenc
y

Space

Resource space

Value Creation

Customer Benefits

Business Domain

Business Partners

Value Delivery

Customer Relationship managemen t

Internal Resource Managemen t

Business Partner Managemen t

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HOLISTIC MARKETING NETWORK

Custo mer
relationshi p
managemen t

Interna l Resour ce
managemen t

Busine ss Partne r

managemen

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u r e o f M a r k e t

D H R M

o i a e l s r m e k i e s o t e f i

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To Become truly Holistic

CRM(Customer

Relationship

management)
PRM(Partner Database Contact Public

Relationship management) Marketing and datamining Centre Management and telemarketing Relations Marketing and brand-asset 1/21/13

Brand-Building

CASE STUDY
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HOLISTIC MARKETING CONCEPT OF INFOSYS

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ABOUT THE COMPANY

Infosys edit Master subtitle style information Click to Technologies Ltd is an technology (IT) Services. Company founded in Pune, (India) in 1981 by N. R. Narayana Murthy and six of his colleagues. It operates nine development centers in India and has over 30 offices worldwide. Infosys is India second largest outsourcing company with more than $4 billion in annual sales. It provides software development and engineering through a network of development centers in
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STRATEGIC VISION
Click to edit Master subtitle style "ALWAYS BELIEVE IN DOING UNUSUAL STUFF, AND THEREBY BE IN A POSITION TO SECURE OUR FUTURE AND GROWTH".

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HOLISTIC MARKETING
Click to edit Master subtitle style The holistic marketing concept is based on the development, design, and implementation of marketing programs.

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COMPONENTS
INTERNAL MARKETING INTEGRATED MARKETING PERFORMANCE MARKETING RELATIONSHIP MARKETING
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Internal Marketing of Infosys

Competing for Talent Offering a Vision Training Employees Stressing Teamwork

Empowerment

Rewarding Performance

Knowing Employees Needs

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INTEGRATED MARKETING OF INFOSYS

Click services offered style The to edit Master subtitle by Infosys are:v

IT Services

Engineering Services Consulting Services BPO Services

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Products :-

Finacle- It is their Universal Banking Solution addressing the core banking, ebanking, Islamic banking, treasury, wealth management, and CRM requirements of retail,
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PERFORMANCE MARKETING OF INFOSYS

Click to edit Master subtitle style Infosys BPO also earned the highest rating, Level 5, for the eSourcing Capability Model (eSCM-SP: v2.0) from Carnegie Mellon University's IT Services Qualification Center.
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Reputation Institutes Global Reputation Pulse 2009 ranked Infosys among the worlds top 50 most respected companies
v
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RELATIONSHIP MARKETING OF INFOSYS

Click to edit Master subtitle style COUSTOMERS :v

AEROSPACE AND DEFENCE. vAIRLINES. vBANKING AND CAPITAL MARKETS. vCOMMUNICATON SERVICES. vCOUSTOMER PACKAGED GOODS. vEDUCATION. vENERGY. vHEALTHCARE. vRETAIL.
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PARTNERS & CHANNELS OF INFOSYS:-

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ATG -ATG
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provides the most

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