Marketing Myopia

Team Members

• SHRADHA BHAT C-10

• KUNAL MEHTA P-40

• PIYUSH WHANMANE P-59

• AMOL MESHRAM P-42

• GIRISH TOLANI P-54

Learning's from Article

• The Paper marked the beginning of the modern marketing movement

• Company’s had narrow understanding of what business they are in

• It exhorted CEOs to re-examine their corporate vision; and redefine their markets

• Focus on long-term profit objectives

Learning's from Article

• Grab the missing opportunities which were plain to see once they adopted the wider view

• There is a greater scope of opportunities as the industry changes

• It trains managers to look beyond their current business activities and think "outside the box".

Learning's from Article

Sustained growth depends on how broadly you define your business—and how carefully you gauge your customers’ needs. What business are you really in? Narrowing the thoughts They viewed themselves as providing a product

instead of serving customers. Putting themselves at risk of obsolescence. Meeting customers’ needs rather than selling

products.

The Idea in Practice

We put our businesses at risk of obsolescence when we accept any of the following myths:

Myth 1: An ever-expanding and more affluent population will ensure our growth

Myth 2: There is no competitive substitute for our industry’s major product.

Myth 3: We can protect ourselves through mass production.

Myth 4: Technical research and development will ensure our growth

Maruti Gypsy

• Gypsy was one of India's first sports utilityvehicles.

• The brand had the tagline of " There is a Gypsyin Everyone".

• Gypsy did not change itself in tune with thechanging industry requirements.

• The company enhanced the power from 975cc to1300 cc only after 11 years.

LML Vespa

• LML Vespa was with the collaboration of Bajaj, LML & Piaggio.

• Two wheeler industry was redefined from scooter to motorbike

• When scooters was considered a work- machine, it was Vespa which redefined the market.

• LML was not able to upgrade their scooter.

Ambassador

• Can be called as the first Indian car.

• 1958 to 1980's Ambassador ruled the Indian market

• HM never bothered to rationalize the price of the brand.

• Branding and product development.

HMT Watches

• Market share.

• Neglected its strength .

• Advertisement

• Retailer Stores

Aarey Energee Drink

• Industry- Flavoured milk

• Was a leader initially, Now Amul Kool is the market leader with 90% share

• Concentrated to Mumbai market

• All competitor products available in Tetrapacks

• Government owned organization

Doordarshan TV Network

• Only option available to Indian Viewers till late ‘80s

• Hugely successful programs like RAMAYANA, MAHABHARATA, Chhaya-geet, Malgudi Days etc.

• Did not catch up with the latest technology, trends & changing consumer tastes

• Tough competition from new satellite channels