Marketing environment
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Marketing environment

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  • Organic beef producers stepped up marketing claiming that their beef was disease free. Do Not Call by TRAI
  • Singer machine makers could’ve foreseen the fact that sales will fall for them with more working women and smaller families but they were too slow to respond. Brands like Levis and Titan have tried to realize the need for the Youth i.e. ‘KOOL’ generation and responded with products suited best . Sykes in case of Levis and Fastrack in case of Titan.
  • Islamic banking follows the Shariah laws strictly. Islam forbids all forms of economic activity which are morally or socially injurious. In particular Usury, the collection and payment of interest. Also no business interest should be had in alcohol or pork selling orginizations.
  • ‘Corporate Environmentalism’ is the recognition of the importance of environment issues facing the firm and the integration of those issues into the firms’ strategic plans. Toyota launched the Prius with hybrid gas and electric engines in 2001 and predicted sales of 300,000 cars within 5 yrs. However it was such a huge hit that it hit a 6 month waiting list.
  • Once Kumbhakaran slept at the onset of summer. He was bare bodied and wore just a ‘lungi’. In the middle of his sleep he woke up feeling very cold and started shouting at his care takers (servants). Who was at fault? Kunbhakaran for sleeping bare bodied or servants for not closing the windows while he was sleeping?
  • Trade barriers include Child labour

Marketing environment Marketing environment Presentation Transcript

  • Cases  Outbreak of Mad Cow Disease in US (2003)  DND (Do Not Disturb) regulation by TRAI (Telecom Regulatory Authority of India)
  • Marketing environment
  • Demographic  Population growth (P&G in Pakistan) China birth control measures  Population Age mix (Growing middle class)  Changing family system (consequence to marketers)  Changing role of women  Literacy levels of population (Better educated, white collared, more professional)  Increasing Diversity (USA example)  Case in point ‘Singer’ machines
  • Socio cultural  Case in point ‘Islamic Banking’  Disney Japan and Euro case  Coca Cola India case
  • Natural environment  ‘Coca Cola’ plant in a village in Kerela  ‘Toyota Prius’  Corporate environmentalism
  • ‘Kumbhakaran’ Syndrome  Season’s changed and caught napping Reality Check???
  • Political & Social  Case in point Food associations  Do Not Disturb  Investment policies  Barriers in trade etc  Socially responsible behavior  Cause related marketing
  • Economic environment  ‘Nano’ case. Affordable models launched in India by Tata motors  Interest in gold as an investment alternative  Economic development (Employment generation, increase in disposable income)
  • Technological Environment  Forces that create new technologies, creating new products and market opportunities  Case in point RFID (Radio Frequency Identification) transmitters used by Wal-Mart