Post on 09-Apr-2018
8/7/2019 Changing Trends in Marketing
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Ajay Prasad
Jeetesh Sharma
Nitin Gupta
Shradha Jain
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Why the marketing trend is changing?
With the rapid advancement of information
technology and the increasing difficulties of
meeting customers needs and wants, thereis a shift from a traditional marketing
approach to many new approaches.
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Green marketing refers to the process of
selling products or services based on their
environmental benefits. Such a product or
service may be environmentally friendly in
itself or produced or packaged in an
environmentally friendly way.
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In recent years the term green or eco marketing
have come to prominence and reflect a
growing concern at all levels of the impact ofthe increased consumption on physical
environment.
The implications of the destruction of the
forests, the harm caused to the ozone layer etc
were widely published and created a concern
about the destruction of our naturalenvironment.
Therefore many consumers are in favour of eco-friendly products .This has created some impact
on marketing .
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Benefits of Green Marketing
Future Opportunities
Social responsibility
Differentiating products Effective utilization of resource
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TATA GROUP OF COMPANIES
Tata Steel aims to reduce carbon dioxide emissions at itsJamshedpur plant.
Tata Motors is setting up an eco-friendly showroom usingnatural building material for its flooring and energyefficient lights.
The Taj chain, is in the process of creating eco roomswhich will have energy-efficient mini bars, organic bedlinen and napkins made fromrecycled paper.
One of the most interesting innovations has come in theform of a biogas based power plant at Taj Green Cove inKovalam, which uses the waste generated at the hotel tomeet its cooking requirements.
Launched a low-cost water purifier made from naturalingredients.
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Mc Donalds have stopped packing
their products and beverages intoPolystyrene containers and use
products which are either bio-
degradable or made out from recycledpaper(Napkins etc)
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Nokia adopted a strategy of recycling old, destroyedphones. During this they also planted several trees.
Coca-Cola pumped syrup directly from tank insteadof plastic which saved 68 million pound/year.
Badarpur Thermal Power station ofNTPC in Delhi isdevising ways to utilize coal-ash that has been amajor source of air and water pollution.
Barauni refinery of IOC is taken steps for restrictingair and water pollutants.
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There is very less uptake of solar batteries and
equipments (cooker etc). Recently launched Samsung solar mobile Guru
is not finding foot in market due toinconvenience in solar charging.
Battery operated LG TV failed in Indian marketdue to poor sound quality.
Very less consumption of CFL bulbs due to its
high cost. Consumption of plastic bags is very high in
both rural and urban sectors.
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Causes behind the failure ofGreen
Marketing:
Costly.
Lack of awareness.
Requires a technology, which requires hugeinvestment in R & D.
Majority of the consumers are not willing to
pay a premium for green products.
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Our Efforts towards a better
environment
Less use of polythene
Less use of mobile phone Crush plastic bottle after use
Use disposable items
Save water
Save fuel
Avoid smoking
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Mobile Marketing
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Mobile marketing is the most growing marketingstrategy these days to promote brands, business,services and organization. Mobile marketing
come in focus in recent few years, especially dueto fast growing mobile phone uses across theworld.
What is Mobile Marketing?
Today all top brands and organization are using mobilemarketing campaigns to promote their products.
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More than 240 M mobile subscribers in the US,and over 2B worldwide.
Currently, one-third of humankind has MobileInternet access, which is twice as many as thenumber of Internet-connected PCs
Mobile advertising spending will increase to$14B in 2011, up from $1.5B
Average response rate for mobile campaignsreach beyond 15%
Why Mobile Marketing?
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1. Anytime, anywhere communication that is
direct and immediate
Mobile Marketing Advantages
Draw for World Cup tickets every ninetyminutes
Fans enter contest by texting code from thetop of their Coke
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2. Can be targeted to particular audience
groups based on age, profession or gender
Mobile Marketing Advantages
SMS and Win Campaign for McDonalds Italy
Boost Mobile provides branded wireless
content and phone services to the youthmarket
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Instead of sending individual letters or
brochures to their customers, companies can
choose to send bulk SMS messages to
thousands of customers at a fraction of the
price.
Mobile Marketing Advantages
3. Cost effective-
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Short Message Service
Multimedia Messaging Service
Wireless Application Protocol
Voice Marketing
Mobile Banner Ads
` Types of Mobile marketing-
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SMS, often called text messaging, is a means ofsending short messages (up to 136 characters inCanada) to and from mobile phones
The only wireless data medium that has the ability towork across networks, countries and handsets
Short Message Service (SMS)
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MMS is a standard that allows sending messages that include
multimedia objects (images, audio, video, rich text)
Problems with latency, different content standards across
phones and carriers
Multimedia Messaging Service (MMS)
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WAP is an open international standard that enablesaccess to the Internet from a mobile phone.
A WAP browser provides all of the basic services of acomputer-based web browser but simplified to operatewithin the restrictions of a mobile phone.
Wireless Application Protocol (WAP)
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Voice broadcasting calls numbers from a
computer managed list and plays a pre-
recorded message to the customer
Voice Marketing -
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Like standard banner ads for desktop web
pages but smaller to fit on mobile screens and
run on the mobile content network.
Mobile Banner Ads
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Mobile Marketing also helps in:
Updating daily news Recharging mobile phones
Booking of railway tickets/airlines/movies
Bank account status
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Direct marketing is a form of advertisinng that
reaches its audience without using traditional
formal channels of advertising, such as TV,
newspapers or radio. Businesses communicate
straight to the consumer with advertising
techniques such as fliers, catalogue
distribution, promotional letters, and streetadvertising.
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HISTORY OF DIRECT MARKETING
FIRST USE IN 1967 by Lester Wunderman .
who pioneered direct marketing techniques
with brands such as American Express andColumbia Records
Direct marketing's history in Europe can be
traced to the 15th century.
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CHANNELS OF DIRECT
MARKETING
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CHANNELS OF DIRECT
MARKETING
DIRECT MAIL
Direct mail includes advertising circulars,
catalogs, free trial CDs, pre-approved credit card
applications.
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CHANNELS OF DIRECT
MARKETING
EMAIL MARKETING.
DOOR-TO-DOOR LEAFLET MARKETING.
VOICEMAIL MARKETING.
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SOCIAL NETWORKING
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BLOGS
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SEARCH ENGINES
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CATALOGUE
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DOOR-TO-DOOR LEAFLET MARKETING
used extensively by the fast food chains.
Business to consumer business model.
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DIRECT MARKETING ASSOCIATIONS
National trade organizations that seek to
advance all forms of direct marketing.
International Federation of Direct MarketingAssociations
23 direct marketing trade associations from five
continents established an International Federation
of Direct Marketing Associations. Founded in1989.
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THE PURPOSES OF DIRECT
MARKETING ASSOCIATIONS
Promoting direct marketing techniques and companiesto consumers.
Fighting negative images of the direct marketingindustry.
Providing training and professional developmentopportunities to marketers.
Conducting industry research.
Hosting networking conferences for marketers.
Promoting direct marketing, informing consumers ofthe safeguards that exist, and promoting the DMA astheir protector, contact point and regulator.
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Controversy Direct Marketing Associations have attracted
controversy, as people believe they aim to promotespam and to defend junk mail and unsolicitedtelemarketing, which many consumers find irritating
and intrusive. Consumers attitudes toward direct marketing
Researchers have suggested that attitudes toward thethree elements of direct marketing such as source, mode,and response channel, play a significant role in influencing
consumers intentions to purchase directly marketedproducts.
Syed H. Akhter and Srinivas Durvasula
Marquette University
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DIRECT MARKETINGS BENEFIT
LOW COST
BECOME INDEPENDENT
Direct Marketers dont eliminate the middleman -
they become the middleman FLEXIBLE TARGET
MULTIPLE USER
COST EFFECTIVENESS
EASE OF MANAGEMENT RAPID DELIVERY
TESTING CAPABILITY
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HOW IS DIRECT MARKETING
DIFFERENT FROM TRADITIONAL
MARKETING
TRADITIONAL MARKETING
Sells product in future
Creates markets and brand
names Changes or instructs future
behavior
Is emotional and broad
Primarily based on image
and feeling
Creates future sales andawareness
DIRECT MARKETING
Sells product or servicenow
Creates immediate revenue Models existing behavior
and turns it into a sale
Is specific and factual
Highly functional with
only the end sale in mind
Creates immediatecustomers and cash flow
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COMPANY WHO ARE INTO DIRECT
MARKETING
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E-Commerce Marketing
Ecommerce (e-commerce) or electronic
commerce is defined as purchasing,
selling, and exchanging of goods andservices over computer networks (such
as the Internet).
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E-MARKETING
Electronic marketing refers to the application
of marketing principles and techniques via
electronic media and more specifically the
Internet
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Business 2 Business
This is e-commerce between variousbusinesses. The exchange of products,services, or information between businesseson the internet is defined as B2B E-commerce.
y For ex-Companies doing business with each
other such as manufacturers selling todistributors and wholesalers selling toretailers.
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B2B is the selling and purchasing between
companies, wholesale rather than retail.
B2B involves widening the circle of suppliers (for
safety and competition), and of centralizing control(for records and discounts).
Some sites involving B2B marketing:
www. free market. com,
www. chemdex.com,
indiamarkets.com
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Business 2 Consumer
B2C refers to exchange between business andconsumers.
B2C include services such as online banking, travel
services, real estate, health services,insurance andother services.
Businesses selling to the general public typicallythrough catalogs utilizing shopping cart software.
Eg- amazon.com,yahoo.com,www.indiabook.com.
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B2C E-commerce include:-
Manufacturers-to sell and retail the business
buyers.
Distributors-to take orders from the merchants
they supply.
Publishers-to sell subscriptions and books. Entertainment Firms-to promote new products
and sell copies.
Insurance Firms-online rate quotes and
premium payments have made it easier for thisindustry to attract and retain customers.
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Customer to Customer Marketing
C2C ecommerce involves exchanging
transactions between and among consumers.
These exchanges may or may not include the Third party
involvement as in the case of auction exchange.There are many sites offering free classifieds, auctions,and forums where individuals can buy and sell thanksto online payment systems like Pay Pal where peoplecan send and receive money online with ease.
eBay's auction service is a great example of whereperson-to-person transactions take place everyday .
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Consumer to Business
Consumer to Business is a growing arena where theconsumer requests a specific service from the business.
Example: Harry is planning a holiday in Darwin. He
requires a flight in the first week of December and isonly willing to pay $250. Harry places a submission within a web based C2B facility. Dodgy Brothers Airwaysaccesses the facility and sees Harry's submission. Due toit being a slow period, the airline offers Harry a return
fare for $25
0.
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Some other Kinds of E-commerce:
G2G (Government-to-Government)
G2E (Government-to-Employee)
G2B (Government-to-Business)
B2G (Business-to-Government)
G2C (Government-to-Citizen)
C2G (Citizen-to-Government)
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Advantages of E-Commerce
Catalogue flexiblity and online fast updating.
Shrinks the competition gap
Open for 24 hours
Enables individual to work from home.
Lower cost of doing business
No middlemen
Expand customer reach or geographical
Potential to increase the sale of the company Potential to increase company profit
Easy way to compare and shop
Knowledge market
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Disadvantages1.Internet not touched the great number of people.
2.Not suitable for perishable goods like foods item.
3.Lot of phone calls and e mail may be required to get theproduct
4.Returning of product and getting a refund can be aproblem.
5. Security risk
6.Customer relation problem
7.Time taking
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E-COMMERCE EXAMPLES
An individual purchases a book on the Internet.
A government employee reserves a hotel room over
the Internet.
A business buys office supplies on-line or through anelectronic auction.
An individual withdraws funds from an automatic
teller machine (ATM).
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Slides
1 -14 - Shradha Jain
15 27 - Nitin Gupta
28
45- Ajay Prasad
46 58 - Jeetesh Sharma