Marketing Myopia

Presented by-

Vruti Shah

Vivek Kedia

Yashraj Bhatt

Viraj Patil

Vivek Kapasi

Key Learnings

• What business are we in?

• Substitution Effect

• Complacency – Population Myth

• Achieving Sales Target – Production Pressures

• Focus on Product & not Customer

What Business are we in?

• Growth is life

• Obvious opportunities exhausted

• THINK AGAIN!

• Helicopter View

• Cater to the sector & not the industry.

What Business are we in?

•Selling EXPERIENCE… NOT Movies

•Facilities – Cafeteria, Parking space, Shopping, Recreation

MULTIPLEXES

What Business are we in?

• COMMUNICATION & NOT Tele-communication.

• Mobile - Faster & cheaper.

MTNL

What Business are we in?

•INDIAN POST OFFICE

Substitution Effect

• Every product is substituted… sooner or later.

• The belief – no competitive substitute will be available – MYOPIC APPROACH.

Substitution Effect

•CABLE OPERATORS – TATA SKY (DTH)

Substitution Effect

• Identified Potential Threat – TATA 1Lac Car

• Exploring Introduction of $3000 Car

Population Myth - Complacency

• Increase In Population – Increase in Income - Increase in Sales???

• To Survive – CUSTOMER FOCUS – Innovation

Population Myth - Complacency

•Largest Network of Branch – Assumed Leadership Position

•No Focus on Service – Today having tough time

Population Myth - Complacency

•Sugar Industry – Complacent

•Customers Demanding Low-Calorie Products

•Absence Of Customer Oriented innovation

•Availability of low calorie,economical substitute – Kills the Market

Production Pressures – Hardcore Selling

•Mass production – Low cost – But No guaranteed sales

•To MOVE products – Selling Is done and not Marketing

•Creating, Delivering And SATISFYING Consumer is required

Production Pressures – Hardcore Selling

•Mobile Service Provider - DSA

•To Reduce Cost – increase Subscriber base

Production Pressures – Hardcore Selling

•Banks like ICICI use aggressive marketing for Credit cards & loans.

Production Pressures – Product Provincialism

•Change your product to adapt to the changing patterns of consumer tastes & needs.

•No amount of improvement can stave off its death.

Dangers Of R&D

•Even a Superior product Sells If & Only If Consumer need is satisfied & it is well marketed.

•Excessive R&D sometimes leaves marketing strategies high & dry.

•Understand the Consumer First and then develop the product to suit his need.

Dangers Of R&D

•Microsoft “ZUNE” – “Apple iPod”

Dangers Of R&D

•POWER(HPCL) & SPEED(BPCL) could have done with better marketing.

•The companies don’t focus on other possible sources of energy.