36485055 postmodernism in marketing

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Ganga HewageUditha Wijegunawardhana

K. Katheesh

Lalin Mendis

MBA Programme [2008-2010]

Faculty of Management and Finance

University of Colombo

Sri Lanka


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Post ModernismPost Modernism

What is Post Modernism

.?

It is Politics, Philosophy, Psychology, sociology, theology, geography,history, economics, anthropology, media studies, jurisprudence etc

Few definitions of Post Modernism incredulity towards metanarratives

, heterotopia

, contrived

depthlessness, a series of perceptual presents

, excremental

culture, bottomless fragmentation and ephemerality, the

production and distribution of public attention, a regime of

significance

Source: Silverman


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Post Modernism isPost Modernism is

A changed.complex. Or new.dramatical

political economic upheaval

Also rise of protectionism, fundamentalism,environmentalism,


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ErasEras

Prehistory 1900-1950s

Modern 1960s to 1970sSymbolic Interpretive

1980s

Post Modern 1990s to-date

ModernModern Symbolic interpretiveSymbolic interpretive Post modernPost modern

Reality isReality is PrePre--existing unityexisting unity Socially constructedSocially constructed

diversitydiversity

Constantly shifting fluidConstantly shifting fluid

pluralityplurality

Knowledge is believedKnowledge is believed

to beto be

UniversalUniversal Particular Particular ProvisionalProvisional

Knowledge isKnowledge is

developed throughdeveloped through

Facts and informationFacts and information Meaning andMeaning and

interpretationinterpretation

Exposure andExposure and

experienceexperience

Knowledge isKnowledge is

recognized viarecognized via

ConvergenceConvergence CoherenceCoherence Incoherence,Incoherence,

fragmentation,fragmentation,

deconstructiondeconstruction

Model for humanModel for humanrelationshiprelationship

HierarchyHierarchy CommunityCommunity Self determinationSelf determination

Overarching goalOverarching goal Prediction and controlPrediction and control UnderstandingUnderstanding FreedomFreedom


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Some ost oder ist roductsSome ost oder ist roducts


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Post modernist behaviors'Post modernist behaviors'


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Postmodern ArchitecturePostmodern Architecture


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Postmodern ArtPostmodern Art


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Social Networking sitesSocial Networking sites


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Different Views of PostmodernismDifferent Views of Postmodernism


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Different views of PM

Postmodern society is DOMINATED by media

(Venkatesh,1992)

1


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Individual is free to experience the height ofEMOTIONAL PEAKS without connecting the

experience to a logical and unitary state of

being.

(Firat and Venkatesh, 1995)

2


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Marketers also create the postmodern condition by

introducing post MODERN PRODUCTS

(prof. Krittinee Nuttavuthisit,2007) Eg: e-cigarette

3


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E-cigarette


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Technology FACILITATES postmodernism.

( Christina Goulding, 2003)Eg: online buying of private dresses

4


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Main Themes of PostmodernismMain Themes of Postmodernism


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Main Themes of Postmodernism

HyperrealityHyperreality Creation of marketing environments that are more real than realCreation of marketing environments that are more real than real

It gives an environment that nature can not giveIt gives an environment that nature can not give

FragmentationFragmentation Disconnected postmodern lifestyles, behaviours, moods, whims etc. ofDisconnected postmodern lifestyles, behaviours, moods, whims etc. of

contemporary consumers.contemporary consumers. Consumer performs multiple rolesConsumer performs multiple roles


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Main Themes of Postmodernism Decentered subjectsDecentered subjects

People no longer defined by their occupation, social class, demographics etcPeople no longer defined by their occupation, social class, demographics etc

Human body objectified; Objects humanizedHuman body objectified; Objects humanized

Juxtaposition of oppositesJuxtaposition of opposites Exact opposite of ever more precise segmentation and positioningExact opposite of ever more precise segmentation and positioning

Mixing and matching of opposites, by combinations of contradictory styles.Mixing and matching of opposites, by combinations of contradictory styles.


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Role ofMarketing Analyses inRole ofMarketing Analyses in

PostmodernismPostmodernism


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Marketing Analyses

Reasons for rejection of familiar market conceptualizationmethods

The models attempt to give universal truths which is in direct

opposition to Postmodernism

The actual utility/ practicality of the models challenged

Debatable concepts counterproductive to objectives

Constrictions and limitations of the models

Are we straying off the pathor is the path leading us astray?


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Marketing Analyses

Models attempting to give universal truths

about marketing phenomena

4 Ps

SWOTAnalysisMaslows Hierarchy of Needs

Ansoff

Porter

BCG

Rejected

Models Based on a cyclical, rise/ fall

metaphor

Product Lifecycle

Wheel of RetailingFashion Cycle

Innovation Diffusion and Adoption

Considered


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GLOBAL SIGN ECONOMY

REGIMES OF FLEXIBLE

PRODUCTION &

CONSUMPTION

INFORMATION ECONOMY

& INFORMATIONAL

CAPITALISM

Postmodernist FrameworkC

onsumption is driven by the non utilitarian attributesGoods production industry to image production industry

Symbolic economy

Demand decline of standard products

Rapid technology development

Business productivity of transactionsystem

New I&C technologies are transforming

the global economic and social systems


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Factors Enabling PM InternetInternet

GlobalizationGlobalization Economic conditionEconomic condition

TechnologyTechnology

CultureCulture

Source: adapted from ITU


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Postmodern Consumer

There is no rules only choicesThere is no rules only choices

There is no fashion only fashionsThere is no fashion only fashions

Quality is not a concernQuality is not a concern

Emphasize on symbolic value than utility valueEmphasize on symbolic value than utility value Consumers actively get involved in the processConsumers actively get involved in the process

Often unpredictable behavioursOften unpredictable behaviours

Enjoys moment of pleasureEnjoys moment of pleasure

Only focus on self satisfactionOnly focus on self satisfaction

Customization becomes normsCustomization becomes norms


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Applications of Postmodernism toApplications of Postmodernism to

MarketingMarketing


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Micro MarketingMicro Marketing

Marketing so finely tuned that, if applied properly, it willMarketing so finely tuned that, if applied properly, it will

speak to customers almost individuallyspeak to customers almost individually

-- HowardHoward SchlossbergSchlossberg

TescoTesco Calvin KleinCalvin Klein

www.Amazon.comwww.Amazon.com

www.campbellsoup.comwww.campbellsoup.com


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Maxi MarketingMaxi Marketing Direct contact, dialogue and involvement with the individualDirect contact, dialogue and involvement with the individual

prospect or customer leading to increased sales and brandprospect or customer leading to increased sales and brand

loyaltyloyalty

-- Stan Rapp and Thomas L. CollinsStan Rapp and Thomas L. Collins

Maximized TargetingMaximized Targeting

MaximizedMediaMaximizedMedia

Maximized AccountabilityMaximized Accountability

Maximized AwarenessMaximized Awareness

Maximized ActivationMaximized Activation

Maximized LinkageMaximized Linkage

Maximized Sales [through long term customer relations]Maximized Sales [through long term customer relations]

Maximized DistributionMaximized Distribution


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Database MarketingDatabase Marketing

Direct marketers ability to talk to their audiences asDirect marketers ability to talk to their audiences as

individuals in very large numbersindividuals in very large numbers

-- DaviesDavies

-- HSBCHSBC

-- AmExAmEx

-- TescoTesco

-- Levi StraussLevi Strauss


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New MarketingNew Marketing

We are witnessing the emergence of a new marketingWe are witnessing the emergence of a new marketing

paradigm not a do more marketing that simply turns upparadigm not a do more marketing that simply turns up

the volume on the sales spiels of the past but athe volume on the sales spiels of the past but a

knowledge and experienceknowledge and experience--based marketing that findsbased marketing that finds

a way to integrate the customer into the company, toa way to integrate the customer into the company, to

create & sustain a relationship between the companycreate & sustain a relationship between the company

and the customerand the customer


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Wrap Around marketingWrap Around marketing

Two perennial problems in marketing are getting theTwo perennial problems in marketing are getting thecustomers and keeping them. Traditionally, most marketerscustomers and keeping them. Traditionally, most marketers

have spent their time getting customers. But the truth is wehave spent their time getting customers. But the truth is we

ought to start spending more time on the problems of how toought to start spending more time on the problems of how to

retain the customers we haveretain the customers we have-- Philip Kotler, quoted in CarusoPhilip Kotler, quoted in Caruso


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Value Added MarketingValue Added Marketing

Improve the existing product and concepts rather thanImprove the existing product and concepts rather than

launch new oneslaunch new ones

-- T. H. NilsonT. H. Nilson

AgroAgro--tourismtourism


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Relationship MarketingRelationship Marketing

Has as its concern the dual forces of getting and keepingHas as its concern the dual forces of getting and keeping

customers. Traditionally much of the effort of marketingcustomers. Traditionally much of the effort of marketing

has been directed towards the getting of the customerhas been directed towards the getting of the customer

rather than the keeping of them. Relationship marketingrather than the keeping of them. Relationship marketing

aims to close the loopaims to close the loop

-- Christopher, Payne and BallantyneChristopher, Payne and Ballantyne

HSBCHSBC

Anoma OpticiansAnoma Opticians


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Neo marketingNeo marketing The basic rule is break the old ruleThe basic rule is break the old rule

-- Cova, B. & Svanfeldt, C.Cova, B. & Svanfeldt, C.


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What do they have in common?What do they have in common?

Emphasis on dealing with the customer as anEmphasis on dealing with the customer as an

individualindividual

Desire to retain existing customers, products orDesire to retain existing customers, products or

services rather than creating them a newservices rather than creating them a new


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Benefits of Postmodernism toBenefits of Postmodernism to

Marketing TheoryMarketing Theory

Prospect of a rapprochement between marketing theoryProspect of a rapprochement between marketing theory

and practiceand practice

Provides a rationale for latter day fragmentation ofProvides a rationale for latter day fragmentation ofmarketing thoughtmarketing thought

Concerns the philosophical underpinnings that itConcerns the philosophical underpinnings that it

provides for many of todays much vaunted marketingprovides for many of todays much vaunted marketing

restorativesrestoratives

Marketings perennial search for academic respectabilityMarketings perennial search for academic respectability


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Postmodernism in PracticePostmodernism in Practice


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DieselDiesel


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Axe Take Off ClothesAxe Take Off Clothes


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CokeCoke

Globalized to localizedGlobalized to localized


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Reverse ProductionReverse Production


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PackagingPackaging

Coca Cola Li ht

Coca Cola Blak

Coke Side of life

Y Water

Perrier

OGO

Dragonfly energy drink

7Up H2OH

Wild Bunch & Co


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Evolving Sri Lankan ConsumerEvolving Sri Lankan Consumer

Rapid fragmentationRapid fragmentation Unlimited connections & open to the worldUnlimited connections & open to the world

Not easy to make your brand fall in loveNot easy to make your brand fall in love

4Ps4Ps 4Cs4Cs

-- ProductProduct -->Consumer value>Consumer value

-- PricePrice -->Cost>Cost

-- PlacePlace -->Convenience>Convenience-- PromotionsPromotions-->Communication>Communication

Decreasing ad recall & ROI on advertising investmentsDecreasing ad recall & ROI on advertising investments

Power shift from manufacturer to the consumerPower shift from manufacturer to the consumer

New role of advertisingNew role of advertising InformInform -->Empower>Empower

PersuadePersuade-->Demonstrate>Demonstrate RemindRemind-->Involve>Involve

Rethinking Marketing Communication for a Changing WorldRethinking Marketing Communication for a Changing World

Nimal Gunawardanas BlogNimal Gunawardanas Blog


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Prima Kottumee WebsitePrima Kottumee Website


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Y FMY FM


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How postmodern Sri Lankans are?

A quantitative study

About the sample

Findings:Aspect %

Aspirational 93%

Socio Political 60%

Lifestyle 72%

Conservation 56%

Religion & Beliefs 79%

Overall 68%


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Management ScenarioManagement Scenario

ModernModern Post modernPost modern

Specialisation of labour Flexible work practices

Hierarchical Mgt Flat or Matrix mgt

Confrontation relation consensus

Mass production Mass customization


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Marketers have toMarketers have to

Focus on identity creationFocus on identity creation

Involve consumers, encourage them toInvolve consumers, encourage them to

participateparticipate

Customize, customize, customize..Customize, customize, customize..

Branding is criticalBranding is critical

Differentiation through intangibles

Differentiation through intangibles

Look out, keep sniffingLook out, keep sniffing


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Conflicting ViewpointsConflicting Viewpoints

Globalization of markets are at handGlobalization of markets are at hand

Success of multinationals Vs. global corporationsSuccess of multinationals Vs. global corporations

Small local segments have their global equivalentsSmall local segments have their global equivalents

everywhereeverywhere StandardizationStandardization

Hedgehog Vs. FoxHedgehog Vs. Fox

The globalization of markets HBRThe globalization of markets HBR

Theodore LevitteTheodore Levitte


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Conclusions

Impacted many disciplines

Many views...

Focus on practise than theory Increasing validity of customer orientation

Being in business in a challenge


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Thank YouThank You

36485055 postmodernism in marketing

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