Marketing Myopia

4,780 views
4,549 views

Published on

Harvard Business Article Review

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
4,780
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
48
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Marketing Myopia

  1. 1. Marketing Myopia
  2. 2. Team Members • SHRADHA BHAT C-10 • KUNAL MEHTA P-40 • PIYUSH WHANMANE P-59 • AMOL MESHRAM P-42 • GIRISH TOLANI P-54
  3. 3. Learning's from Article • The Paper marked the beginning of the modern marketing movement • Company’s had narrow understanding of what business they are in • It exhorted CEOs to re-examine their corporate vision; and redefine their markets • Focus on long-term profit objectives
  4. 4. Learning's from Article • Grab the missing opportunities which were plain to see once they adopted the wider view • There is a greater scope of opportunities as the industry changes • It trains managers to look beyond their current business activities and think "outside the box".
  5. 5. Learning's from Article  Sustained growth depends on how broadly you define your business—and how carefully you gauge your customers’ needs.  What business are you really in?  Narrowing the thoughts  They viewed themselves as providing a product instead of serving customers.  Putting themselves at risk of obsolescence.  Meeting customers’ needs rather than selling products.
  6. 6. The Idea in Practice  We put our businesses at risk of obsolescence when we accept any of the following myths:  Myth 1: An ever-expanding and more affluent population will ensure our growth  Myth 2: There is no competitive substitute for our industry’s major product.  Myth 3: We can protect ourselves through mass production.  Myth 4: Technical research and development will ensure our growth
  7. 7. Maruti Gypsy • Gypsy was one of India's first sports utility vehicles. • The brand had the tagline of " There is a Gypsy in Everyone". • Gypsy did not change itself in tune with the changing industry requirements. • The company enhanced the power from 975cc to 1300 cc only after 11 years.
  8. 8. LML Vespa • LML Vespa was with the collaboration of Bajaj, LML & Piaggio. • Two wheeler industry was redefined from scooter to motorbike • When scooters was considered a work- machine, it was Vespa which redefined the market. • LML was not able to upgrade their scooter.
  9. 9. Ambassador • Can be called as the first Indian car. • 1958 to 1980's Ambassador ruled the Indian market • HM never bothered to rationalize the price of the brand. • Branding and product development.
  10. 10. HMT Watches • Market share. • Neglected its strength . • Advertisement • Retailer Stores
  11. 11. Aarey Energee Drink • Industry- Flavoured milk • Was a leader initially, Now Amul Kool is the market leader with 90% share • Concentrated to Mumbai market • All competitor products available in Tetrapacks • Government owned organization
  12. 12. Doordarshan TV Network • Only option available to Indian Viewers till late ‘80s • Hugely successful programs like RAMAYANA, MAHABHARATA, Chhaya-geet, Malgudi Days etc. • Did not catch up with the latest technology, trends & changing consumer tastes • Tough competition from new satellite channels

×