Radical marketing

1. Presented by:
Imran alam
MBA 2nd semester
St. Hopkins college

3. RADICAL MARKETING IS THE ABILITY TO SEE TOMORROW.
The way they treat clients is markedly different. Some call this style
marketing.
Some call it Radical marketing.

4. Radical marketing
 Have tiny marketing
departments; passionate
missionaries
 Deeply skeptical of most
market research
 Marketing plan based on
grassroots communication
Radical Vs Traditional
Traditional marketing
Professional marketing departments
Rely heavily on market research
 Marketing plans based primarily on
advertising

5. • Radical marketers have very strong visceral ties with a
specific target audience.
• Radical marketers tend to focus on growth and
expansion rather than profit-taking.
• Radical marketers tend to be very resource-constrained
and are forced to make do with marketing budgets that
are far smaller than average.

6. 1) The CEO must own the marketing function.
2) Make sure the marketing department starts small and
flat and stays small and flat.
3) The CEO and Senior management regularly interact in
the market with their customers.
4) The marketing department uses market research
cautiously.
5) The company hires only passionate missionaries.

7. 6) The company loves and respects customers
7) Create a community of customers (e.g. Harley-Davidson,
the Grateful Dead)
8) The marketing department rethink the marketing mix
9) Celebrate uncommon sense Radical marketers break the
rules
10) Be true to the brand "Radical marketers are obsessive
about brand integrity, and they are fixated on quality"

8. India
• Infosys
• Future Group
• Baba Ramdev
• Bharti Airtel
• CavinKare
World wide
•Dell
•Yahoo
•Southwest airlines
•Amazon

9. C K Ranganathan: Chairman & MD
 Beat the multinationals in the most difficult FMCG
market
 A Rs15000 start-up now a Rs 750 crore upstart
 Use customer insights: First to introduce sachets
 Out of the box strategy:
 Redefined segmentation for shampoos.
Untapped customers

10. Team work
Innovation
“success is a journey not destination”

11. • http://www.scribd.com/doc/23275873/Radical-
Marketing#scribd
• https://cahyorusmanto.wordpress.com/2012/11/
10/radical-marketing-the-keys-for-companies-
and-marketers-responding-to-the-new-
challenges

12. Thank you for your co operation.