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Random Thoughts on
Emerging Trends in Marketing
Presentation by
M.Settu
CEO, Syndicate Exports Pvt LtdVice President, Coimbatore Productivity Council &
Former President , Coimbatore Management Association
Emerging Trends in Marketing
[email protected] Oct 2009 3
This presentation is based on some
Random Thoughts on Marketing
No specific pattern followed
Marketing Management and Marketing
Strategies are not Static; They are
Dynamic……
Emerging Trends in Marketing
[email protected] Oct 2009 4
Let us see some background data to review
the emerging trends….
32.9
28.9
24.522.6
24.4
16
12.2
7.6
4.2 5 68.9
19.1
27.3
2220
0.3 0.20.1
1.8
0
5
10
15
20
25
30
35
India 32.9 28.9 24.5 22.6 24.4 16 12.2 7.6 4.2 5 6
USA - - 0.3 0.2 0.1 1.8 8.9 19.1 27.3 22 20
0 1000 1500 1600 1700 1820 1870 1913 1950 1998 2006
A GLORIOUS PAST(% share in world
GDP)
USA
INDIA
USA
INDIA
Emerging Trends in Marketing
[email protected] Oct 2009 6
Composition of India’s GDP
Sector 1900
%
1970
%
1990
%
2000
%
2010
%
Agriculture 70 44 31 25 15
Industry 20 24 26 26 25
Service (Including Edn &
IT Sector)
10 32 43 49 60
Total 100 100 100 100 100
MEASURE OF GLOBALISATION
21.234.7
46.8
117.4
0
20
40
60
80
100
120
140
International Trade as a % ofGDP
21.2 34.7
Total External Transactions as% of GDP
46.8 117.4
1997-98 2007-2008
Emerging Trends in Marketing
[email protected] Oct 2009 8
Emerging Trends in Marketing
[email protected] Oct 2009 9
Emerging Trends in Marketing
[email protected] Oct 2009 10
Emerging Trends in Marketing
[email protected] Oct 2009 11
Penetration level Per 1000
Car 7
2-Wheelers 45
Bus 0.7
Common vehicles 4
Economic Times 10-9-07 Page 12
Emerging Trends in Marketing
[email protected] Oct 2009 12
THE SHOWPIECE DECLINE
39.936
29.1 27.5
44.5
51.3
54.9
1974 1978 1984 1988 1994 2000 2005
Source: Planning Commission, 2006
People below poverty line in
India
(As % of total population)
Emerging Trends in Marketing
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Emerging Trends in Marketing
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In 2007
Indians Below the Age of 35 years 65%
Indians Below the Age of 25 years 50%
Ref: Business India April 8, 2007
Emerging Trends in Marketing
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In 2025
Average Age for India 31 Years
Average Age for US & China 39 Years
Average Age for Russia & UK 44 Years
Ref: Business India April 8, 2007
“I think there is a world market for maybe five computers.” - Thomas Watson, chairman of IBM, 1943
“Computers in the future may weigh no more than 1.5 tons. ” - Popular Mechanics, 1949
“There is no reason anyone would want a computer in their home. ”- Ken Olsen, founder of DEC, 1977
“640K ought to be enough for anybody. ” - Bill Gates, 1981
“Prediction is difficult, especially about the future”- Yogi Berra
38.2941.33 40.92 41.42 40.22 40.78
43.3
166.05
229.58
22.81 28.5336.29
44.9754.63
76.53
98.37
142.07
206.83
272.88
21.61 26.6532.71
101.85
56.95
35.61
13.36.683.581.881.20
50
100
150
200
250
300
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Wireline Wireless Total
No. of Connections in millions
Growth of Telephone Connections
Year as on 31st March 2008
Emerging Trends in Marketing
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A Future Economic Superpower
Rank 2000 2006 2050
1 USA USA China
2 Japan China USA
3 Germany Japan India
4 China India Japan
5 India Germany Germany
Source: Time August 13, 2007( For 2000 & 2050), BRIC’s Report for 2006
India: #1 Emerging Retail Growth Market
A.T. Kearney Global Retail Development Index (GRDI)
GRDI Rank 2003
GRDI Rank 2004
GRDI Rank 2005
Russia Russia India #1
Slovak Republic
India #2 Russia
China China Ukraine
Hungary Slovenia China
India #5 Croatia Slovenia
Turkey Latvia Latvia
Morocco Vietnam Croatia
Egypt Turkey Vietnam
Vietnam Slovakia Turkey
Tunisia Thailand Slovakia
Source: A.T. Kearney Index (GRDI)
Most Unsaturated: Modern Retail Penetration <3%
Large Market:
Retail Market Size:
US$330 billion
Emerging Trends in Marketing
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Emerging Trends in Marketing
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Technology Explosion impacts even the gross-root people of the rural
economy…
Emerging Trends in Marketing
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HIV
Dec 2002 4 million
Now 2005 10 million
By 2010 25 million
By 2025 110 million
Source: Time, June 6 2005
Emerging Trends in Marketing
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Diabetics Patients in India
Year In million
2002 32.7
2008 40.0
2025 (Projection) 57.2
Emerging Trends in Marketing
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The Gross Enrolment Ratio (GER) in Higher Education
Canada 100%
USA 81%
Israel 33%
Philippines 28%
Thailand 19%
Indonesia 11%
Malaysia 10%
India 11%
HDI Ranking (Source: UNDP)
Country 2009 Rank 2008 Rank
Iceland 1 1
Canada 3 4
Japan 8 8
United States 15 12
United Kingdom 21 16
Germany 23 22
Singapore 28 25
Russian Federation 73 67
China 94 81
Sri Lanka 104 99
Brazil 70 70
India 132 128Pakistan 139 136
Bangladesh 147 140
Ethiopia 169 169
Emerging Trends in Marketing
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Transparency International: Corruption Index
India has been ranked as one the Most Corrupted Countries in the
world
The Least corrupt Countries 2007 Rank 2008 Rank
Denmark 1 1
Finland 2 5
Singapore 4 4
Sweden 5 1
UK 13 16
USA 20 18
China 73 72
India 74 85Srilanka 96 92
Nepal 135 121
Pakistan 140 134
Russia 145 147
http://www.transparency.org
Production Concept
Production—Oriented
Achieving High Production Efficiency
Low Cost
Mass Distribution
Product Concept
Product - Oriented
Focus on manufacturing Quality Products
Good Performance of the Products
Innovative Features
Aggressive Selling & Promotion effort Sell what they make rather than what market
wants
Focusing the needs of the seller Aggressive selling with unsought goods such as Insurance, Encyclopedia, Political parties selling their candidates
Selling Concept
Focus on the Needs of the buyer
Customer Satisfaction
Target Market
All the Departments of the company work together…..
To satisfy the customer interests
Building social and ethical considerations into the marketing practices
Balance the Company Profits, Customer satisfaction and public interest
Preserving and enhancing the consumers’ and the society’s well being
Marketing Concept
Integrated Marketing
Societal Marketing
Building long-term profitable customer relationship
From Market share to customer share
Customers design their own product features… From Target marketing to individual marketing
Relationship Marketing
Customer Share
Individualization
Ownership Marketing
Make the customer, the owner of
theCompany
Like ESO, companies would offer
‘Customer Stock Options’ (CSO).
Channels as Partners Intermediaries (Agents, Distributors, Wholesalers/Retailers ) as partners in delivery value to final customers.. Importance of Logistics and Supply Chain Management
Employee as a Marketer
Every employee to focus on customer-satisfaction not only Marketing / Sales Team
Marketing in Emerging Economies
About 20 countries contributing 80% of the population
Rural Marketing Great Potential… All MNC’s are focusing this area
More Focus on branded goods
Brand Loyalty/Brand Image/Brand Recall
E-Commerce / E-Marketing / Cyber
Marketing Air, Railways, Travel & Tourism, Book sales &
Fashion Technology etc.,
Focus on Green Business
Environmental and Pollution Control Awareness
More Focus on CSR
Corporate Social Responsibility
More Focus on Corporate Governance
Transparency in Governance in Company Reporting
Knowledge Explosion
More Product & Market AwarenessTechnology Growth
More Choices
More Products
More Competition
More CompaniesMarketing,
Challenges & Dynamics
More Innovation
More R & D
Foreign Collaboration
Economic Reforms
Technology Growth
More Companies
More inflow of Funds thru’ FDI /
FII / NRI
Challenges for Indian Industry in the Logistics &
Supply Chain Management
Inadequate Infrastructure
Govt. Policies on
Inefficient & Corruptive System of Governance
High Cost Financial Resources for Working Capital
Management
Raw Materials
Shortage of Manpower at different levels of the Supply
Chain
Frequent Interruptions
Ports
Rail AirportsRoads
Taxation
Documentation
Strikes in Ports & by Trucks
Power
Cost
Availability
Technological Innovation
Rural & Urban Market
Free-offers Schemes
Discount Mela
Product Suitability
Domestic Vs Foreign Products
Challenges in Brand
Management / Brand Loyalty
Emerging Trends in Marketing
[email protected] Oct 2009 43
Thus, there are tremendous changes that are happening in almost all sectors that include
FMCG, Engineering , IT and Software, Telecom, Agriculture,
Banking and Insurance etc.,,
Emerging Trends in Marketing
[email protected] Oct 2009 44
Marketing Strategies differ from,
Product to Product
Company to Company
Sector to Sector
Country to Country
Emerging Trends in Marketing
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There is no standardized Marketing System or Marketing Strategies.
Emerging Trends in Marketing
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You have to use your Experience, Knowledge & Wisdom to devise your own innovative and creative strategies for marketing your products or services