Transcript
Page 1: Adapting Marketing to Changing Scenarios- Indian context

“Adapting Marketing to Changing Scenarios”

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What is Marketing?The management process through which goods and services move from concept to the customer.

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Types of Marketing

Marketing

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Changing Scenarios :1960’s – Production Era (License Raj)

1970’s – ‘Shout out and sell’

1980’s – IT boom

1990’s – Post Liberalization Development and growth of the marketing scenario in the country.

2000’s – Retail marketing, Rise of digital marketing. Emergence of digital marketing and E-Commerce

     Currently, it is an era of Relational Marketing and M-commerce.

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• 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.

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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)

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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

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Amul Products

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Marketing Strategy

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First Amul hoarding

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“ Buland bharat ki buland tasveer ”

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• 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

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• 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

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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. 

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“ When Onida performs, everybody gets speechless “

“ Tumko dekha to yeh Design aaya.. ”

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Onida’s 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.

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“ Neighbour's envy,Owner’s pride ”

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• In 1980‘s and 1990‘s 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,  couldn‘t match  their  ability  to  scale up operations  and went  into  the red and rest became history 

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• 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 Onida‘s brand positioning in the market. 

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Onida Launched LED TVs with I-Care Technology and launched Pre cool range of Air Conditioners

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• 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

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• 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..

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Key Marketing Mediums Used• Media (Public Relations)• Advertisements• R-world• Customer Service Centres

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• 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 youth4. Facilities for circle users.

Vodafone in India

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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

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Vodafone’s new baby: “Zoozoo” 

A special character created specifically to convey a value added service (VAS) offering in each of the newly released commercials.

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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. 

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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

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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.

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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”

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Credits

Kashyap Shah

K.Sriram

Anubhuti Gupta

Vinita Goswami

Vrinda Jain

Manthan Jani

Manisha Nandal


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