Article Review

Non conventional Techniques of Marketing By B.V Easwaran
Article review by
Indranil Das
Pr No: 09030241011

Focus area and Objective
“There have been many instances of non-conventional techniques being applied by bankers at different levels at various times across geographical areas. Here, an attempt is made to present such examples to the readers. Some of the methods have been very simple and commonsensical, and did not involve any spending worth mentioning”
…….. B.V Easwaran

Case studies: Direct and Indirect approach
NRIs’ address collected from postman and personal promotion yielded result.
Social relation to overcome recovery problem.
Customer ecstasy, clearing of overdraft cheque helped building customer faith.
The smart move – “Main Entrance”.
Build loyal clients ; the British customer.
“The key element was the personal touch, which is the most Important of the ‘P’s of marketing”
… B.V Easwaran

A reviewer’s perspective
In this article the author took a stance in favour of the out-of -the-box approach of personalized marketing, which is mainly individual effort oriented. His case studies show how marketing strategy and business expansion plans can be done with minimum cost and some practical common sense.
Though the author lags to provide any insight on how this non conventional techniques can be implemented on a broader scale or can be incorporated into mainstream marketing policies to reduce the huge cost incurred for it by commercial firms.
The article remains a very interesting read for everybody , but professionals actually looking for any new marketing insight would not be satisfied as the content starts as well as ends with simple case studies with minimum attempt to analyze them in broader perspective.
Even the kind of evidences he relies on, are mainly of limited scope in terms of area they could affect.

A reviewer’s perspective…cont
The content does not give any model or solution on non-conventional marketing but only gives example and leaves the rest to the readers to implement there own personalized ideas to design there own marketing plan.
The author also does not assure the success of the non conventional methods and warns the reader of possible multiple failures initially and sometimes we find him skeptical about whether long term goals can be achieved by these out of the box approaches.
Over all, he does not lose faith on the conventional marketing , but seems to be a little disillusioned by the huge cost incurred for formal promotional packages and marketing strategies and impressed by the involvement of “no or minimal cost” in the non conventional approaches.

Conclusion
The article is a good read and can be suggested to readers who are looking for motivational stories of success with some unique approaches to fulfill the business goals.
It encourages management practitioners to bring in personal touch to relate to their customers and gives some wonderful ideas which can be modified and implemented to achieve requirement specific goals with almost zero cost.
Article : Non Conventional Techniques of MarketingFocus: Unique marketing strategies in banking sectorSource: Marketing Mastermind Magazine (July 2009)Author: B V Eswaran, Manager (Bank Relations),ICFAI National Collage Regional Office
Email: eswaranbv@yahoo.com

Article Review

by Indranil Das on Aug 22, 2009

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