MARKETING

FUTURE
PAST
PRESENT PRESENTED BY:
Aritra Chakroborty(079)
Debaleena Dey(085)
Harsh Kumar Kedia(091)
Mriganka Bujar Baruah(101)
Sanjeet Singh(121)
Shreya Banerjee(125)
Tushar Singh(132)
 CONTENTS
What is Marketing
Stages
Past Marketing
Present Marketing
Future Marketing
Apple Marketing Transition
Cadbury Marketing Transaction
Vodafone Marketing Transition
Conclusion
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WHAT IS MARKETING?

 According to Kotler “Marketing is the

social process by which individuals and
organizations obtain what they need
and want through creating and
exchanging value with others”.
 Marketing can also be defined as ‘The
right product, in the right place, at the
right time, and at the right price’
 MARKETING STAGES
PRODUCTION
CONCEPT Emphasis on Producing Good

PRODUCT
CONCEPT Producing Quality
Goods

SELLING
CONCEPT Aggressive Selling & Promotion

MARKETING
CONCEPT Right products for Customers

HOLISTIC
MARKETING
CONCEPT Do everything possible
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 PAST MARKETING

• Marketing strategies have a history that dates back to as early as the mid 1400’s with printed
advertising utilizing moveable type.

PRE-DIGITAL AGE DIGITAL AGE THE DOTCOM BUBBLE

• Basic Printed Works • Expanded Print Advertising • Early Search Engine

• Billboards
• Radio Advertisements
• Telemarketing
• Early Television
Advertisements
• Expanded use of Television Optimization Improvements
Advertisements • Ad Words and PageRank
• Introduction of Spam Emails • Early Blogging

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 PRESENT MARKETING

• The marketing present in today’s society is a combination of previous trends that

have been improved upon, such as TV ads and print, with new strategies focused on
inbound practices.

Social Media Marketing

Retargeting Campaigns

Text Message Advertisements

Targeted Emails

Internet Video Advertisments

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FUTURE MARKETING

Voice marketing

• “Voice is somewhere between an evolution and a revolution for marketing”

Rich Media Ad

• It’s an ad that allows viewers to interact.

• It could be a game that the consumer can play and learn about the product.

Viral Marketing

• Used to produce increase in brand awareness or product through self replicating

viral process.
• It can be delivered by word of mouth
• It enhances network effects of the internet.

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 EVOLUTION OF APPLE
1970 2019

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 EVOLUTION OF APPLE

The 1970’s ads were text-heavy and light on images, as were many computer and
technology ads from that era.

With the launch of the iMac in the late 90s, Apple ads became much more artistic and
focused on showcasing the product and used very little text compared with earlier ads.

Current Apple advertisements for their computers and iPhones generally have a white
background and put the emphasis on the product being advertised.

Apple focuses on their UVP (unique value proposition)

EVOLUTION OF
 EVOLUTION OF CADBURY
• Campaign 'Sometimes, Cadbury’s can say it better than words'
• Featured a happy family enjoying little moments of togetherness
1980

• It positioned itself as 'Asli swad Zindegi ka'

• It broke the “kid's only” image and positioned itself as a product of adult consumption
1994

• Amitabh Bachshan became the first Cadbury's ambassador

• 'Kuch meetha ho jaye' series of add started portraying Dairy Milk as a substitute of traditional
2004 sweets in festive occassion

• On the eve of celebration of its 70 years in India it came up with its remodelled
catchphrase 'Kuch accha ho jaye, Kuch meetha ho jaye' i
2018 • It shows an elder brother giving his Dairy Milk to his younger brother

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VODAFONE

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 EVOLUTION OF VODAFONE

 Vodafone had given birth to the Zoozoo:

a special character created specifically to
convey a value-added service (VAS).
 Vodafone came up with this creative
advertisement and clever marketing
strategy that captured the imagination of
millions.
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 EVOLUTION OF VODAFONE

Vodafone experience has become more personal and smoother, the company has offered
the Vodafone app across all markets so that the customers can easily manage their services.

Aims to increase its focus on digital customer management to increase its use of data
analytics for predictive, proactive and personalized offers to its customers.

Vodafone does not use social media extensively for promotions and instead engages its
users directly from its own app and platform.

New research from the GSMA predicts 5G will account for 15% of global mobile
connections by 2025, totaling 1.4 billion.
 CONCLUSION
 Marketing is the process of Truth well told, not lies well told.
 Marketing is the social process by which individuals and organizations obtain what
they need and want through creating and exchanging value with others.
 Marketing can also be defined as ‘The right product, in the right place, at the right
time, and at the right price’.

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