• Save
(Kotler, Chap. 21-1)  What Are Important Trends In Marketing Practices?
Upcoming SlideShare
Loading in...5
×
 

(Kotler, Chap. 21-1) What Are Important Trends In Marketing Practices?

on

  • 740 views

(Kotler, Chap. 21-1) What Are Important Trends In Marketing Practices?

(Kotler, Chap. 21-1) What Are Important Trends In Marketing Practices?

Statistics

Views

Total Views
740
Views on SlideShare
728
Embed Views
12

Actions

Likes
0
Downloads
1
Comments
0

1 Embed 12

http://www.buddingmarkets.com 12

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

(Kotler, Chap. 21-1)  What Are Important Trends In Marketing Practices? (Kotler, Chap. 21-1) What Are Important Trends In Marketing Practices? Presentation Transcript

  • Prof. Sameer Mathur, Ph.D. Prof. Prem P. Dewani, Ph.D. What Are Important Trends In Marketing Practices? ?Kotler, Chapter 21
  • Sameer Mathur BuddingMarkets.com Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 IIM, Lucknow, Marketing Professor 2013 – 2 IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013 Prem Prakash Dewani BTech, Indian Institute of Technology, Roorkee 1995 – 1999
  • 3 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com Contents Successful Holistic Marketing Important Shifts in Marketing Practices Upsurge in Social Media Changing Trends of Political Marketing and the eventual success of Narendra Modi
  • 4 Marketing Management | Kotler and Keller Contents Marketing Media 2014 General Elections Evolution of the Brand “NAMO” and a political marketing revolution.
  • 5 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com Successful Holistic Marketing
  • 6 Marketing Management | Kotler and Keller Successful Holistic Marketing It involves the following : Internal Marketing. Integrated Marketing. Performance Marketing. Effective Relationship Marketing.
  • Important Shifts In Marketing Practices 7 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com • Reengineering • Outsourcing • Benchmarking • Supplier Partnering • Customer Partnering • Merging • Globalizing • Flattening • Focusing • Justifying • Accelerating • Empowering • Broadening • Monitoring
  • 8 Marketing Management | Kotler and Keller Reengineering : Appointing teams to manage customer-value- building processes and break down walls between departments. Important Shifts In Marketing Practices
  • 9 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com Supplier Partnering: Partnering with fewer but better value-adding suppliers. Important Shifts In Marketing Practices
  • 10 Marketing Management | Kotler and Keller Customer Partnering: Working more closely with customers to add value to their operations. Important Shifts In Marketing Practices
  • 11 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com Globalizing: Increasing efforts to “think global” and “act local”. Important Shifts In Marketing Practices
  • 12 Marketing Management | Kotler and Keller Monitoring: Tracking what is said online and elsewhere and studying customers, competitors, and others to improve business practices. Important Shifts In Marketing Practices
  • Upsurge in Social Media 13 Source: www.cmo.com
  • Upsurge in Social Media 14 Source: www.cmo.com How Social Media Impacts Marketing's Bottom Line ?
  • Upsurge in Social Media 15 Source: www.cmo.com Offers synergies among marketing activities.
  • Upsurge in Social Media 16 Source: www.cmo.com Delivers amplification and leverages trust and recommendations among friends and peers.
  • Upsurge in Social Media 17 Source: www.cmo.com Social Media is monetizable and measurable.
  • Upsurge in Social Media 18 Source: www.cmo.com Is uniquely flexible and broad in it’s reach.
  • Upsurge in Social Media 19 Source: www.cmo.com It can be transformed into social commerce and that it’s impact on the bottom line can be measured with relative ease.
  • Changing Trends Of Political Marketing And The Eventual Success Of Narendra Modi 20 Political Marketing Case Study
  • Changing Trends Of Political Marketing And The Eventual Success Of Narendra Modi 21 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 2014 General Elections 22 Mass and face to face campaigns Dramas and body paintings Print Media Television and Radio Social Media Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 2009 General Elections 23 Marketing Figures of 2009 Lok Sabha Elections: •Television :15% •Outdoor Ads : 20 to 25% • Print Ads : 40 to 50% •Radio : 5% •Mobile : 3 to 5% •Internet : 10% Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 2014 General Elections 24 In the 2014 Lok Sabha Elections irrespective of the focus on other media, Social Platforms were given immense importance. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 2014 General Elections 25 Facebook being the most dominant among the social websites had a tough time bearing those stories concerning the 2014 elections in India. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 2014 General Elections 26 Each and every party tried their luck putting in the best efforts through social media. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Evolution of the Brand “NAMO” and a Political Marketing Revolution 27 Advancement on the brand pyramid from creating brand awareness to defining brand purpose. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Evolution of the Brand “NAMO” and a Political Marketing Revolution 28 Mentions about Narendra Modi on facebook started accelerating in November,2013. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Evolution of the Brand “NAMO” and a Political Marketing Revolution 29 Twitter scenario was no less than that of facebook Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Evolution of the Brand “NAMO” and a Political Marketing Revolution 30 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Evolution of the Brand “NAMO” and a Political Marketing Revolution 31 Google+ hangouts turned out to be the best possible ways of online mass interaction. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • The Slogan - “Abki Baar Modi Sarkar” 32 This slogan got very much popular on each and every social networking website and went viral. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • The Slogan - “Abki Baar Modi Sarkar” 33 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • The Slogan - “Har Har Modi Ghar Ghar Modi” 34 They rhymed it well and such catchy slogans went viral within a short span of time. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • The Slogan - “Janta Maaf Nhi Karegi” 35 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • The KFC Troll 36 Even trolling meant marketing. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Summary 37 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com Successful Holistic Marketing involves Internal Marketing, Integrated Marketing, Performance Marketing and Relationship Marketing. With time many shifts were observed in marketing practices that turned out to be crucial and quite beneficial. A huge upsurge in social media has paved the way for a lot of innovation in marketing.
  • References 38 Marketing Management | Kotler and Keller • http://businesstoday.intoday.in/story/case-study-strategy-tactics-behind-creation-of-brand-narendra-modi/1/206321.html • http://qz.com/210639/how-likes-bring-votes-narendra-modis-campaign-on-facebook/ • http://www.lifehacker.co.in/jugaad/Building-Of-The-Brand-Narendra-Modi-using-Social-Media/articleshow/28138520.cms • http://www.thehoot.org/web/Brand-Modi--a-political-marketing-revolution/7516-1-1-1-true.html • http://www.livemint.com/Politics/9b7mztCnYfi2puIAn3F5JO/How-BJP-sold-brand-Modi.html • http://www.bbc.com/news/world-asia-india-26762391 • http://blog.digitalinsights.in/narendra-modi-the-new-face-for-india-2014/05109687.html • https://www.youtube.com/watch?v=jvHa6-54JDE • https://www.youtube.com/watch?v=AwZX5HyXUQ4
  • Image Credits 39 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com • http://www.lakeshorebranding.com/wp-content/uploads/2012/01/seo-trends-internet-marketing-company.png • http://tiffanyabrown.files.wordpress.com/2011/09/holisticmarketing11.gif • http://www.businessandsoftwarestrategyforglobalisation.com/wp-content/uploads/2013/05/marketing-strategy.jpg • http://dcustom.com/wp-content/uploads/2012/11/D-Custom-Social-Media.png • http://www.turnergroupmalta.com/files/u2/Gear_pushers.jpg • http://jobcenter.bpideas.net/wp-content/uploads/2011/07/20071205193440_ejecutivos_lb3u.jpg • http://www.eiworld.org/blog/wp-content/uploads/2013/05/customer-service.jpg • http://chronicle.com/img/photos/biz/photo_15233_carousel.jpg • http://www.apolloenergytech.co.uk/wp-content/uploads/2013/02/monitor-magnifying-glass.png • http://www.socialmediasmarketing.com/wp-content/uploads/2013/07/social_media.jpg • http://ifen.bauv.unibw.de/snun/template/img/cooperation.JPG • http://www.lookatbigcommerce.com/wp-content/uploads/2011/10/ecommerce-host.gif • http://www.stanford.edu/group/stvp/cgi-bin/blog/wp-content/uploads/2012/02/Monetizable-Pain-Point-460x250.jpg • http://www.ridestyler.com/images/icon-flexibility.png • http://socialmediaclub.fr/wp-content/uploads/2011/02/sc.png
  • Image Credits 40 Marketing Management | Kotler and Keller • http://media2.intoday.in/btmt/images/stories//June2014/narendramodi-iilustration_051914114440.jpg • http://www.wordstream.com/images/social-media-and-marketing.png • http://www.insightmarketingsolutions.net/wp-content/uploads/2012/12/Social-Media.jpg • http://electionwatch.edu.au/sites/default/files/pictures/Manifesto_Banner_Cover.png • http://www.hindustantimes.com/Images/popup/2013/11/0911modi1.jpg • http://smartfish.co.in/wp-content/uploads/2012/10/indian-national-congress-logo1.jpg • http://blog.digitalinsights.in/wp-content/uploads/2013/12/narendra-modi-all-social-media.jpg • http://qzprod.files.wordpress.com/2014/05/fb5.png?w=826&h=831 • http://qzprod.files.wordpress.com/2014/05/fb4.png?w=803&h=558 • http://www.lifehacker.co.in/photo/28138569.cms • http://blog.digitalinsights.in/wp-content/uploads/2013/12/narendra-modi-facebook.jpg • http://blog.digitalinsights.in/wp-content/uploads/2013/12/narendra-modi-twitter.jpg • http://qzprod.files.wordpress.com/2014/05/fb2.png?w=1024&h=531 • http://devilsworkshop.org/files/2012/08/Narendra_modi_hangout_session.png • http://www.theadcasters.com/wp-content/uploads/2014/04/Ab-Ki-Baar.jpg
  • Sameer Mathur BuddingMarkets.com Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 IIM, Lucknow, Marketing Professor 2013 – 41 IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013 Prem Prakash Dewani BTech, Indian Institute of Technology, Roorkee 1995 – 1999