“new issues in marketing” "progress is possible, no one can stop it, but obstacle is there,...
TRANSCRIPT
“NEW ISSUES IN MARKETING”
"Progress is possible, No one can stop it, but obstacle is there, we have to face it.“ - Amartya Sen
NEW ISSUESIN
MARKETINGCONSUMERISMCONSUMERISM
GREENMARKETING
GREENMARKETING
LEGAL ISSUESLEGAL ISSUES
GLOBALISATIONGLOBALISATION
“GREEN MARKETING”
Marketing of products that are presumed to be environmentally
safe……
“EVOLUTION OF GREEN
MARKETING”It has three phases: ECOLOGICAL GREEN
MARKETING
ENVIRONMENTAL GREEN MARKETING
SUSTAINABLE GREEN MARKETING
“WHY GREEN MARKETING?”
Opportunities or competitive advantage
Corporate Social Responsibility (CSR)
Government pressure
Competitive pressure
Cost or profit issues
Green marketing mix
“BENEFITS OF GREEN MARKETING”
Access to new markets
Increase their profit sustainability
Enjoy competitive advantage
“GREEN MARKETING CASES”
Philips Light's "Marathon“
Electronics Sector
Introduction of CNG in Delhi
Car Sharing Services
“GLOBALISTAION”
THOMAS FRIEDMAN
calls it
“FLATTENING OF THE WORLD”
“ DEFINE GLOBALIZATION?”
“GLOBALIZATION’S
EFFECTS ON MARKETING
STRATEGIES”
“MARKETING CONSTITUENTS TO BE ANALYSED”
The Consumer
Brands
Marketers
Academics
“GLOBAL MARKETING STRATEGIES”
Are market force driven
Are cost driven
Are government regulation driven
Are industry demand driven
Are competition driven
“BENEFITS OF PRODUCT MARKETING IMPORTS”
Products / services unavailable in your country Cheaper products/ services
your country Improves the lifestyle. Generates jobs Enriches the population with
imported culture Educates the population Increases the culture exposure
“BENEFITS OF PRODUCT MARKETING EXPORTS”
An opportunity to other countries to taste your products or services Sell your country's products or services Job opportunities Export income Foreign exchange reserves Better life for the people Learn foreign languages
The real differentiator of
customer – centricity in a
commoditised world of media
products -
Customer Service !
“CONSUMERISM”
A Social movement intended to
safeguard the right of consumers…
“ CONSUMER ”
An entity who consumes the product is called a consumer.
“ A consumer is the most important visitor on our premises . He is not dependent on us we are
on him . He is not an interruption to our work; he is the purpose of it . We are not doing a favor to a
consumer by giving him an opportunity; he is doing us a favor by giving an opportunity to serve
him”. - Mahatma Gandhi
“ MARKETING CONCEPT ”
Business run on revenue and that revenue comes from consumer. So,
consumers are the ultimate source of income . The marketing concept, simply stated, suggest that the purpose of a
business is to provide customer satisfaction . Thus, it is anticipated that the firm will maximize long term profitability through
customer orientation.
“ EVOLUTION OF CONSUMERISM ”
Industrial Revolution Plenty of supply Increased alternative
Choice makingCompetitionCustomer is king
Consumerism
The Right to Be Safe The Right to Be Informed
The Right to Be Heard The Right to Choose
Basic Consumer Rights
CAUSES OF CONSUMERISM :- 1. Consumer Sovereignty 2. Consumer Ignorance (decisiveness)
consumer gets suffered: (a) Directly
(b) Indirectly
DIRECTLY
Health & Safety Repair &
servicing Pricing issue Product quality
INDIRECTLY
Pollution in environment Moral issues ( e g. child labour )
“BENEFITS OF CONSUMERISM”
Safer products to consumers
Market expansion
Builds social image
Aware society
“CHALLENGES OF CONSUMERISM”
Addictive lifestyle Made consumer choices more difficult New legal remedies and safeguards Product Evaluation Instructions Complaints
“PREDICTING CONSUMERISM’S FUTURE”
Studying the consumer trends. Examining the potential resource mobilization skills. A constituency for consumer organizations. To overcome “free-rider” problem. Organizations with societal trends will be the most successful
“CONSUMERISM IN 21ST CENTURY”
Materialism
Wealthy Consumers
Emulation
“ LEGAL ISSUES
IN MARKETI
NG ”
“ BRIEF OVERVIEW ”
LAWS
FOOD ADULTERATION ACT
DRUG AND MAGIC REMEDIES ACT
DO NOT DISTURB LAW
SPAM PREVENTION
– INDUSTRIES ACT
● IMPORTANCE OF THESE LAWS
“THE PREVENTION OF FOOD ADULTERATION ACT ,1954”
Related to food and beverage companies
Prevention of Food AdulterationPrevention of misbrandingMisbranding is considered if Wrong information about the content of product Wrong information about the origin of
product Wrong advertisement about the effects of product
“ SOME CASES ”
“DRUG AND MAGIC REMEDIES ACT, 1954 ”
This act is for pharmaceutical companies.
According to this act, marketing department of these companies cannot
Promote those advertisement which enhance self- medication Prohibition of advertisement of certain which are used to cure impotency, sexual and menstrual disease
“ THE INDUSTRIES ACT, 1951”
It influences the product and distribution decisions of companies in India.
It prevents black marketing
“DO NOT DISTURB LAW”
This is a new law which was introduced to protect one’s personal life
According to this law, after registering one’s number to the service provider they cannot call or message the customer and if they do so they will be fined
“ SPAM PREVENTION ”
This is to prevent unwanted online marketing
According to it sending spam is illegal.
“ IMPORTANCE OF THESE LAWS ”
These laws help in
Preventing Consumer Exploitation
Preventing Illegal Marketing Practice
Maintaining the government’s control over these institutions
“IMPORTANCE OF LEGAL
ISSUES”
“LEGAL ISSUES” Behavioral Targeting
Green Advertising
Drug Advertising
Endorsements & Testimonials
Contd……
Product Placement or ‘embedded advertising’
Legal ramifications of user -generated content
Agency – Client Relationships
“OTHER ISSUES IN MARKETING”
Viral Marketing Custom facebook page design Digital strategy and the advertising
contract Google retargeting Mystery Marketing