Marketing for the

21 century
st

Gincy Mathew
What is Marketing
• Marketing is basically
– Your interaction with your customer

• So as they get an urge and need

recognition

• Thus leading to a purchase of your

product
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 In what all way do you
interact

– Sales man knocking

at your door step

Selling
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 • Picked up your newspaper and saw
an add

em e nt
er t i s
Adv
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 Promotion

• Got an SMS alert tone

• Read the msg

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• Board a kingfisher flight

CRM

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Interaction conti……..

• Customer after the dinner

Customer
Satisfaction

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Definition

The process of

– Planning & Executing the conception (seed form)

– Pricing
– Promotion
– Distribution of ideas, goods & services
– To create exchanges that satisfies
Individuals & organizational goals
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Simpler

Societal form of marketing is to offer higher

standards of living

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Marketing Vs. Selling
• Managerial terms:
– Marketing is the art of selling products

• Shock is: when they realize selling not the most

important part

• Only a tip of Marketing Iceberg

• Aim is to make selling superflowless

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How superflowless
• Buy acting as a lubricating oil.

• What & where lubrication

• So most important activity should be of

thoroughly understanding the customers

• Such a way the product fits him & sells itself

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Thus firms always needs change

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 Nirma – Paradigm shift

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• Young girl – the brand icon that
enhanced the product

• Initially was not advertised

• Then how did the demand spur, Customer

franchise increase and sales volume rise up

• Through the attractive value proposition

(offer)
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• Detergent performing all the basic
functions.

• Most affordable price

• Deep distribution penetration

• Retailer relationship

• WOM
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• Later initiated with Media Campaigns

• Owning the Most Memorable + Most

enduring tunes in the history of Indian
Advertising.

• “doodh si safedi……………
Sabki pasand Nirma”
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• Brought many business under
the umbrella Nirma

• Backward integration of Manufacturing

chemicals- ingredients of detergent

• Thus didn’t stop kept moving and……here is

todays Nirma

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Importance of Marketing
• Change or die
– Forced many big giant companies to step towards
Rural
• (backward / forward for the sake of survival)

• Proactive Vs. Reactive (planning thinking before

acting)

• Marketing is not one decision but is making

multiple decisions (great combination with back
up)
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Combinations / Mix formed on
• How can we spot and choose the right
market segment
– Tata Indica big small car “ More car per car”
With due apologies to small car

• How can we differentiate our offerings?

– Providing the same but yet different
– Like Maruti Service
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 Conti..
• Respond to customers who buy on price

• Compete against low cost providers

• Extent of customization

• Manage multiple channels and maintain

the repo
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 The Walt Disney Company
• Huge conglomerate that owns the ABC television

• & more than 70 radio stations

• Producers of films under various brands

– Walt disney pictures
– Hollywood Pictures
– Miramax.

• Disney world and Disney land being the most popular

family
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The success
• Disney University

• Training facility with 20 instructors

• Training internally at each level

• Also teaches Disney’s passion for

customer services to other firms
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• And they say

– Generating passion for customer services

requires “
creating the ultimate
guest experience”

• Thus could make themselves capable of

charging $2400, per person (2& half day)
excluding the hotel rent & theme park
admission
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Strategies

• Cast members- well trained and dedicated---

customer satisfaction

• Great believer of cross-utilization of Employees (top

employees selling popcorn during peak time)

• Sweepers trained in body language (to be ready to help

before asked)

• Not only Mickey mouse but each employee is taught to think

themselves as characters playing to audience

• VIP treatment to one and all

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 End

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