An overview of how indian marketing ways changed over the years in accordance with changing demands after independence, supported by few classic indian companies examples. This is a part of case-study base lecture at Symbiosis Institute of Business Management, Bangalore..
Text of Adapting Marketing to Changing Scenarios- Indian context
Adapting Marketing to Changing Scenarios
What is Marketing? The management process through which goods and services move from concept to the customer.
Types of Marketing Marketing
Changing Scenarios : 1960s Production Era (License Raj) 1970s Shout out and sell 1980s IT boom 1990s Post Liberalization Development and growth of the marketing scenario in the country. 2000s Retail marketing, Rise of digital marketing. Emergence of digital marketing and E-Commerce Currently, it is an era of Relational Marketing and M-commerce.
Amul - Indian dairy cooperative, based at Anand in the state of Gujarat. Earlier it was referred to as Anand Milk Federation Union Limited hence the name AMUL. Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3 million milk producers in Gujarat The cooperative was further developed and managed by Dr.Verghese Kurien with H.M. Dalaya.
How it started ? It started as a response to the exploitation of marginal milk producers by traders or agents of the only existing dairy, the Polson Dairy. Angered by the unfair trade practices, the farmers of Kaira approached Sardar Vallabhbhai Patel under the leadership of local farmer leader Tribhuvandas K. Patel. He advised them to form a cooperative and supply milk directly to the Bombay Milk Scheme instead of Polson (who did the same but gave them low prices)
Catering to the customers The Amul Model A Three-tier cooperative structure. Dairy cooperative society at the village level affiliated to a milk union at the district level which in turn is federated into a milk federation at the state level. Main Functions Collection of surplus milk from the producers of the village and payment based on quality and quantity. Providing support services to the members like veterinary first aid, artificial insemination services, cattle-feed sales, mineral mixture sales, fodder and fodder seed sales, conducting training on animal husbandry and dairying. Selling liquid milk for local consumers of the village Supplying milk to the District Milk Union
First Amul hoarding
Buland bharat ki buland tasveer
Launched in 1972, named after the legendary stallion of the Rajput king Maharana Pratap. Reliable, economical, durable and easy to maintain High market share(Attributed to the license raj) The campaign, 'Buland Bharat ki Buland Tasveer' hit the screen in 1989, riding on the idea of a 'family vehicle' for Indians. Bajaj Chetak
Sales Declined: In 1991 & 1992 overall sales of two wheelers declined by 15% & 8% respectively because of a recession in the Indian two wheeler market. Abolishment of license raj steep rise in fuel prices Shift in consumer preferences: motorcycles became the fastest growing segment. Demographic changes Increasing proportion of younger people in the overall population Gear to Gearless: The Rise of Honda ctiva in year 2005-06. The turning point
Repositioning continued In spite of changing its focus & strategy from scooters to motorcycles BAL - MD felt that: "Like Volkswagen Beetle, the product (Bajaj Chetak) had lost its relevance." - Rajiv Bajaj, MD, Bajaj Auto Ltd., in January 2006. "We believe it is not good enough to be better, it is important to be distinct. - Rajiv Bajaj, Managing Director, BAL.
When Onida performs, everybody gets speechless Tumko dekha to yeh Design aaya..
Onidas embarkment one of the most popular Indian-grown electronics brand. The origin of the Onida is trademarked to Monica Electronics, a company which was incorporated in 1975 and which was owned by the Mirchandani family and which was acquired in 1981 by Mirc Electronics.
Neighbour's envy,Owners pride
In 1980s and 1990s the brand had a wonderful time and was in the top three brands in market share behind BPL and Videocon and then became victim of liberalization. LG Electronics and Samsung came to India with aggressive pricing and distribution strategies and conquered the consumer electronics market. The older players, such as Mirc, Videocon and BPL, couldnt match their ability to scale up operations and went into the red and rest became history
Onida stopped using the devil as its icon but after seeing the sales and brand identity suffer, the company thought of re- introducing the devil in 2004. The devil was a memorable mascot for Onida reintroducing the devil in 2004 was a wise decision. As soon as they reintroduced the devil in 2004, their sales shot up. People again started recognizing the uniqueness of Onidas brand positioning in the market.
Onida Launched LED TVs with I-Care Technology and launched Pre cool range of Air Conditioners
Need of Digital India Affordable means of communication Ease in access to information Educating masses Overcoming Illiteracy using Mobility Need of Telecom Market in India
Integrated Wireless and Wired handsets. Convergence of Voice, data and video signals Introducing CDMA Supporting services , IP- enabled connectivity infrastructure Network spread across 24,000 towns and 600,000 villages.190,000 kilometres of Fibre Optic cable systems in India, United States, Europe, Middle East, and the Asia Pacific region How they catered the demand..
Key Marketing Mediums Used Media (Public Relations) Advertisements R-world Customer Service Centres
With changing customer needs, adaption of multi-segment approach A series of differentiated products to their respective markets. Likewise, 1. Home calling cards for the families of those professional who use to work abroad. 2. Rs. 10 recharge for small user. 3. Cheap SMS facility for youth 4. Facilities for circle users. Vodafone in India
Marketing strategy Continuous innovation, keep coming up with newer plans in every segments. Keep educating customers about their needs and what they can get from Vodafone. Vodafone stores, Vodafone care promotional offers
Vodafones new baby: Zoozoo A special character created specifically to convey a value added service (VAS) offering in each of the newly released commercials.
FLIPKART E-commerce site founded in 2007 by Sachin and Binny Bansal Started primarily as a book selling company before venturing into electronic goods and apparels. Awarded one of the Top 10 Indian Websites by Alexa International, a subsidy of Amazon.com 1st company to start effectively Cash on Delivery. 1st company to cross Rs 5 billion in Indian retailing segment.
E-commerce in India Increasing broadband Internet and 3G penetration. Rising standards of living and a burgeoning, upwardly mobile middle class with high disposable incomes. Availability of much wider product range at lower prices. Busy lifestyles, urban traffic congestion and lack of time for offline shopping Increased usage of online classified sites, with more consumer buying and selling second-hand goods
Marketplace Model of Flipkart To shop is human and to shop online is divine With a marketplace model, Flipkart will no longer have an inventory of its own, rather buyers can deal with sellers directly- similar to eBay India. Going forward, users will be able to compare sellers and get the best prices at varied service levels for most products. Marketplace will now allow smaller players to transact on the same platform as larger established retailers and help them garner business intelligence by understanding their position vis-a-vis competition based on factors such as pricing, offers, deals, etc.
Famous Taglines- Bookstore at your door The store at your door Jo dikhta hai wo bikta hai No kidding, no worries Shopping ka naya address
Credits Kashyap Shah K.Sriram Anubhuti Gupta Vinita Goswami Vrinda Jain Manthan Jani Manisha Nandal