Marketing Myopia

Presented By, Gaurav Agrawal Anshul Agrawal Prathamesh Ambdoskar Mandar Atkar

What is meant by Myopia

Fateful purposes 1. Railroads 2. Hollywood 3. Aluminum

Insight

Error of analysis Not to be product focused

Shadow of obsolescence 1. Dry cleaning 2. Electric utilities 3. Grocery stores A self deceiving cycle

Population Myth

Myth Profits are assured by expanding population Example - Petroleum industry No substitute / alternative product available So currently market is expanding But feeling of complacency & wrongheadedness can turn opportunity into disaster So Introspection is required

The Perils of Petroleum industry

Oil in kerosene lamp

Oil in central heating systems

Oil as a aviation fuel in WWI

Invention of light by Edison Invention of coal burning heating systems

Invention of car

Asking for Trouble

Efforts focused on improving efficiency of production Ignorance towards improving product quality Lack of marketing

Uncertain future

Lack of invention of oil using products Future technology may come up with invention which will replace oil
consumption

Lack of alternatives (even if available, they are inferior)

Production Pressures

Lag in Detroit
Mass production was most honoured
In Detroits case:

They never researched customers want (compact cars) Product oriented and NOT customer oriented

Result

Policy 1. Reduce the price 2. Extend the operations 3. Improve the article

What

put first

Real genius: Marketing and not Production system He concluded that at $500 he could sell millions of cars. Mass production was the result and not the cause of low price. Low price made everybody dig for profits.

Product Provincialism
1.
Differentiate between PRODUCT and INDUSTRY
Bigger picture

Narrow pre-occupation

Oil Industry: Limited to gasoline products

Energy Industry: Developing alternative energy source (Fuel cells, Solar energy)

Would it kill current product line?

Dangers of R&D
Example - Electronics Industry

Problems

Highly technical and sophisticated Top management Engineers & Scientists

Biased favor & too much attention to R&D Realities of the market got shortchanged Stepchild Treatment for Marketing Guaranteed market of military subsidies & military orders Widespread & warm acceptance to new technical ideas

Reason for Survival

Industry
View

Begins with customer and his needs Customer satisfying process Not a goods producing process

Industry
1. 2. 3.
Concerns with customer satisfaction Creates things responsible for the customer satisfaction Explores raw materials for creating things responsible for customer satisfaction

Suggestions
Do what survival demands Adapt to the requirements of the market Lead with a Vision and Will to succeed Set the goal and direct the organization to achieve it

Interview Section

Interview with Mr. U.A. Tornekar

Land Survey-Overview

Shotam Instruments Pvt. Ltd.

Authorised and Exclusive Dealership and servicing:
Brand
Total Station

Product

Differential GPS

Survey software

Factors affecting Business

Economic

Environmental

Legal

Political

Technological

Market Intelligence
Sales Representatives Tendersinfo.com, TenderTiger.com

Dealer Network

Magazines Project Reporter, Coordinates

Customer Base

Competitors & Market Share

Origin: Switzerland
Market Share: 30 %

Origin: Japan
Market Share: 25 %

Origin: Japan
Market Share: 15 - 20 %

Origin: US
Market Share: 15 - 20 %

Origin: Japan
Market Share: 10 %

Sales and Marketing

Real Estate Projects Infrastructure Projects
Rs. 4,50,00,000 90 Total Stations + 4 DGPS Demonstration of new products Survey Expos, Promotional Seminars etc.

Forecasting

Target

Strategies

Some More Facts

Major Customers
Afcons, IRB, HCC, Land Records Department etc.

Revenue Statistics
40% Contribution by Western Region in Companys Total Revenue 30% Revenue is generated from Servicing Slack Period: June to August

Interview with Mr. Pratap Yelwande

RSM of Syngenta India Ltd Agrochemical division mobile no-9423009598

COMPANY-SYNGENTA

Type- Aktiengesellschaft Traded as SIX: SYNN NYSE: SYT Industry Chemicals Founded 2000 Headquarters Basel, Switzerland Key people Martin Taylor (Chairman) Michael Mack (CEO) Products Seeds, pesticides, flowers Revenue US $13.26 billion (2011) Operating income US $2.05 billion (2011) Profit US $1.6 billion (2011) Total assets US $17.24 billion (end 2011) Total equity US $7.503 billion (end 2011) Employees 26,000 (end 2011) Website syngenta.com

Pesticides:
Selective Herbicides
Non-selective Herbicides Fungicides Insecticides Professional Products

PRODUCTS

Seeds
Field Crops
Vegetables Flowers

Marketing Intelligence

Bottom up approach(for existing product) Prize , scheme, strategy of commentator How aggressiveness of their establish to their product Market survey(for new product) First bottom up approach uses external agency such as capgemini matrix Free demonstration Pitching campaign like Soya Kyon Roya

Factor affecting business

Political
-Government is coalition

-Policy

Economical
-retailer sales generally other companies' product

-farmer try to buy cheap product rather by seeing its control period

Environmental Factors
Social
Not ready to change Colors of product also matters

Technological Patent is just restricted to 3 years

Environmental Factors

Legal Long process to launch new product Many small rules that cant easy to follow

Govt. officials create problem

Environmental

Total business is based over monsoon

Depend on climate product changes

Demography Central north people take more risk rather than south

Forecast
Traditional rainfall Diseases and pest pressure Consider industry is growing at 12% New product set a limited goal and limited farmer for first year Oldest product limited quantity packing asked to salesofficer