Modern Era Of MarketingNew Marketing Realities

By:- Anshu Jha & Karan Singh Chadha

Network Information Technology….Revolution

Significance

• Information age is created

• Lower cost of marketing

• Higher revenues

• Innovative products and services, more effective marketing

• More accurate levels of production

Apollo White Dental

• Is the largest dental chain in India

• Gathers information from sources like geochirp.com

• Reduces marketing cost as a targeted group of people are reached

• Best of hi end technologies and world class treatments

Globalization….Worldwide Integration

Significance

• Globalization is international integration

• Firms have a global reach thus increasing their potential customers

• Possible for companies to find economies with cheaper costs

• Technological advances in transportation and communication

Coca-Cola

• Coca-Cola was developed as an American brand

• Currently, over 70% of its business income is

generated from non-US sources

• Is one of the most well-known brands in the world,

operating in over 200 countries

• Product differentiation

Deregulation...Removal of Regulation

Significance

• Government regulations are removed

• Increases competition

• Economic growth opportunities

• Better services to costumers

ICICI PRUDENTIAL

• A joint venture

• Reported a profit of 1,384 crore third year in a row

• Paid Rs 414.37 crore as dividend

• Disha – a claim care initiative

Heightened Competition…. Consumer Beneficial

Significance

• Competition globally

• Raises marketing costs

• Reduces the profit margin

• Wide variety of related products

Titan Watches

• Sold in about 32 countries

• Accounts for more than 60% market share in Indian

watch market

• Offers various brands: Raga, Orion, etc

• Public holding in the company is 28%

Industry Convergence …. Merging

Significance

• Companies providing multiple products

• Government deregulation helps in upbringing

• Satisfying multiple needs

• Offer great deal of positives

L.G. CORP.

• It operates in over 80 countries.

• 2013 it has overtaken Apple

• Close competition

• Costumer Satisfaction

Retail Transformation…. Organized Transformation

Significance

• Retail transformation-market liberalization and

consumer behavior

• Largest contributor sector to country’s GDP

• Generating employment opportunities

• Increasing organized retails

Pantaloons Fashion and Retail Limited

• Indian premium clothing retail chain.

• 76 stores in 44 cities

• Revenue: 1285 crore

• Employment: 5300

Disintermediation…. Removal of intermediaries

Significance

• Removal of intermediary’s

• Direct interaction with customers

• Cost drop in customer service

• High market transparency

DELL

• Follows direct-sales model

• Delivering individual PCs configured to customer specifications

• Delivering complete solutions for enterprise customers

• Is currently the No.1 shipper of PC monitors in the world

Consumer Buying Power…. Service Oriented

Significance

• Sum of money contributed to economy through

purchases

• High consumer buying power implies high income

• Does not remain static

• To track consumer behavior

Makemytrip.com

• Full-service online portal it also operates through

retail stores

• Varieties of options to choose from

• Observed Consumer behavior over a period of time

• The company also started to focus on holiday

packages and hotel bookings

Consumer Information… Easy access to data

Significance

• Availability of authentic information

• Bringing consumers together with a common interest

• Making the right move

• Personal connections and user generated content

• Platform like Wikipedia and facebook has been a great help

Shiksha.com

• Students can find information on educational institutes & programs

• Caters to the educational requirements and queries of students

• The site has made its presence felt in the print media

• Mobile application was launched making it easily accessible

Consumer Participation…. Customer engagement

Significance

• Engagement of customers with one another

• Flexible medium of participation

• Offering to heighten their sense of ownership

• Important source of competitive advantage

Harley Davidson

• Active participation by the owners

• Options to customize high end products

• Harley Owners Group

• More than one million members

• Anniversary celebration

Thank You