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Traditional vs non traditional marketing
- 1. TRADITIONAL V/S NON – TRADITIONAL MARKETING Presented By : Rubina Isidore BRAND MANAGEMENT (Prof. Ashish Chodankar)
- 2. Marketing is the process of communicating the value of a product or service to customers. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value WHAT IS MARKETING ?
- 3. 1. To sell to the customer by hook or crook the product that you have 2. This involves Push Strategy 3. It is an execution concept 4. It is volume oriented 5. It is a short term process 6. It only focuses on immediate sale to the person in front of you 7. It doesn’t include after sales service 8. Customers don’t have much say in what they actually need 9. It is a traditional concept 1. Taking into account what the customer needs and offering him the same 2. This involves Push Strategy 3. It is planning concept 4. It is consumer oriented 5. It is a long term process 6. It focuses on customer retention 7. After sales service is an important criteria here 8. Products are tailor-made to suit the consumer 9. It is a modern concept SELLING MARKETING DIFFERENCE BETWEEN SELLING AND MARKETING
- 4. THE 4 P’S OF MARKETING
- 5. Until 1950’s - Focus on Production to achieve economies of scale From 1950’s to 1960’s – Focus on the Product A firm would also assume that as long as its product was of a high standard, people would buy and consume the product. Upto the 1960’s – Focus was on Selling Methods 1970’s onwards “MARKETING” – The firms essentially based its marketing plans around the marketing concept, and thus supplying products to suit new consumer tastes. Present Day : The WHOLISTIC MARKETING concept looks at marketing as a complex activity and acknowledges that everything matters in marketing - and that a broad and integrated perspective is necessary in developing, designing and implementing marketing programs and activities. EVOLUTION OF MARKETING
- 7. Leaflets, Brochures, carry home menus Carry Home Bags from Stores Ads on T-shirts and caps TRADITIONAL MARKETING METHODS
- 8. Relationship Marketing : Emphasis is placed on the whole relationship between suppliers and customers. The aim is to provide the best possible customer service and build customer loyalty. E.g. ICICI new ad which says that they involve relationships with the customer and not transactions alone B2B Marketing : The product focus lies on industrial goods or capital goods rather than consumer products or end products Societal Marketing : Curtailment of any harmful activities to society, in either product, production, or selling methods. MODERN AND INNOVATIVE METHODS OF MARKETING
- 9. Co-Branding : This involves promoting your product by branding it another product.. Eg : Free Maggie Tomato ketchup with Maggie Noodles IMC or Integrated Marketing Communications : Integrating all the methods of brand promotion to promote a particular product or service among target customers. In integrated marketing communication, all aspects of marketing communication work together for increased sales and maximum cost effectiveness. Emotional Branding : Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations. Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand MODERN METHODS OF MARKETING
- 10. From consumers to people Consumers buy, people live From product to experience Products fulfill needs, experiences fulfill desires From honesty to truth Honesty is expected. Trust is engaging and intimate. It needs to be earned From quality to preference Quality is the right price a given today. Preference creates the sale From notoriety to aspiration Being known doesn’t mean that you are also loved From identity to personality Identity is recognition. Personality is about character and charisma From function to feel The functionality of a product is about practical or superficial qualities only. Sensorial design is about experiences From ubiquity to presence Ubiquity is seen. Emotional presence is felt From communication to dialogue Communication is telling. Dialog is sharing From services to relationship Service is selling. Relationship is acknowledgement 10 COMMANDMENTS OF EMOTIONAL BRANDING
- 11. Cause marketing : Cause-related marketing refers to a type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit. Eg : P & G effort to spend one rupee on every purchase of their product for educating the underprivileged students of India …CSR : Corporate Social Responsibility Personal Selling : Selling to your own network circles. Eg. Amway, Avon etc.. Social Media Marketing : Marketing done through Facebook, Twitter, LinkedIn etc.. MODERN METHODS OF MARKETING
- 12. Placing a sample packet of Wagh bakri Chai in all the newspapers Saffola’s initiative to support the health of the heart by promoting their brand on World Health Day Marketing of Cadbury’s Oreo in Mc Donalds in the name of Mc Flurry Another Marketing Campaign in Kolkata by encouraging the sweet marts to include Cadbury chocolates in their sweets. Product placement in popular films and shows. Eg. Tata Tea ad in Baghban Movie, Saffola’s ad in Jassi Jaisi Koi Nahi. Zandu balm’s ad in Dabband (Mai Zandu Balm Hui darling Tere Liye) Film Promotions include appearing in popular Tv serials. Eg. Himmatwala promotions in Taarak Mehta ka Ulta Chasma Gujarat’s tourism promotions in Taarak Mehta ka Ulta Chasma. Garnier Colour Naturals ad involves the stars of Bade Achche Lagte Hai serial Quizzes and games on Social Networking websites to increase customer engagement INNOVATIVE METHODS OF MARKETING
- 13. Thus, modern methods of marketing are better than the traditional ones as they help in customer attraction and retention. Their emotional appeal is also high leading to repeat purchase of the product and customer satisfaction…. Even Traditional methods of marketing with innovations will work wonders. CONCLUSION