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Page 1
Free Powerpoint Templates
Page 2
Free Powerpoint Templates
Page 3
Key
Factors
Key
Factors
Free Powerpoint Templates
Page 4
Essence of the Article
• Industries defined themselves incorrectly
as product-oriented than customer-
oriented.
• Every company who attains growth also
reaches obsolescence, it is only the
company strategy which saves it.
• Believes that profits are assured by an
expanding market.
• Production & R&D - focused more,
therefore marketing goes neglected.
• Organisation – to think as the buying
customer instead of just producing goods
or services.
Free Powerpoint Templates
Page 5
Companies
which
succeeded
without
MARKETING
MYOPIA
Free Powerpoint Templates
Page 6
• German Automobile
Manufacturer positioned with the
premium brand Volkswagen.
• Tagline – Progress through
Technology.
• It implemented a major turn
around strategy in mid 1990’s
designed to attract more
automobile buyer.
Free Powerpoint Templates
Page 7
Apple Inc
• It is a multinational corporation which creates
consumer electronics, computer software &
commercial servers.
• Its core product lines are the ipad, iphone, ipod
music player & macintosh line-up.
• Makes huge efforts to differentiate its products
from its competitors
• It pursued a marketing strategy based on the
needs of the customer to find out the
objectives later.
Free Powerpoint Templates
Page 8
Nike
• They are competing in various trades
now, yet they are marketing atleast
one in all markets.
• It has chosen to redefine their
company beyond their initial product.
(Shoes)
• It has been successful in the sports
gear and the apparel industry.
Free Powerpoint Templates
Page 9
Free Powerpoint Templates
Companies
who fell to
MARKETING
MYOPIA
Free Powerpoint Templates
Page 10
• Gypsy was one of India's first
sports utility vehicles.
• The brand was considered as an
aspirational one by many young at
hearts.
• The brand had the tagline of "
There is a Gypsy in Everyone".
• But the brand failed to capitalise
on the first mover advantage.
• The brand is now confined to
certain niche markets like Police
and Army vehicle segments.
Maruthi GYPSY
Free Powerpoint Templates
Page 11
• The brand failed because of the
apathy of the company in investing
in the brand.
• The company didn't care to look at
the negatives of the brand.
• Lacked many important attributes
valued by a customer.
• Only those who fall head over
heals over the looks bought the
brand .
Free Powerpoint Templates
Page 12
Kodak
• The digital camera was invented
at Kodak in 1975.
• Instead of marketing the new
technology, the company kept it
under wraps for fear of hurting
its lucrative film business.
• Kodak had the myopic view that
the company was in the film
business rather than the story
telling business.
Free Powerpoint Templates
Page 13
Edsel
• The Ford Edsel was a late 1950s
model passenger car.
• The Edsel was released with much
fanfare and publicity from
marketing agencies and media
outlets, still it was an almost
immediate failure in the consumer
market.
• Business experts have attributed
the failure to :
 Marketing Myopia
 Failure to understand
customer desires
• The name Edsel is now a business
term synonymous with business or
marketing failure.
Free Powerpoint Templates
Page 14
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Page 15

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Marketing myopia

  • 3. Free Powerpoint Templates Page 3 Key Factors Key Factors
  • 4. Free Powerpoint Templates Page 4 Essence of the Article • Industries defined themselves incorrectly as product-oriented than customer- oriented. • Every company who attains growth also reaches obsolescence, it is only the company strategy which saves it. • Believes that profits are assured by an expanding market. • Production & R&D - focused more, therefore marketing goes neglected. • Organisation – to think as the buying customer instead of just producing goods or services.
  • 5. Free Powerpoint Templates Page 5 Companies which succeeded without MARKETING MYOPIA
  • 6. Free Powerpoint Templates Page 6 • German Automobile Manufacturer positioned with the premium brand Volkswagen. • Tagline – Progress through Technology. • It implemented a major turn around strategy in mid 1990’s designed to attract more automobile buyer.
  • 7. Free Powerpoint Templates Page 7 Apple Inc • It is a multinational corporation which creates consumer electronics, computer software & commercial servers. • Its core product lines are the ipad, iphone, ipod music player & macintosh line-up. • Makes huge efforts to differentiate its products from its competitors • It pursued a marketing strategy based on the needs of the customer to find out the objectives later.
  • 8. Free Powerpoint Templates Page 8 Nike • They are competing in various trades now, yet they are marketing atleast one in all markets. • It has chosen to redefine their company beyond their initial product. (Shoes) • It has been successful in the sports gear and the apparel industry.
  • 9. Free Powerpoint Templates Page 9 Free Powerpoint Templates Companies who fell to MARKETING MYOPIA
  • 10. Free Powerpoint Templates Page 10 • Gypsy was one of India's first sports utility vehicles. • The brand was considered as an aspirational one by many young at hearts. • The brand had the tagline of " There is a Gypsy in Everyone". • But the brand failed to capitalise on the first mover advantage. • The brand is now confined to certain niche markets like Police and Army vehicle segments. Maruthi GYPSY
  • 11. Free Powerpoint Templates Page 11 • The brand failed because of the apathy of the company in investing in the brand. • The company didn't care to look at the negatives of the brand. • Lacked many important attributes valued by a customer. • Only those who fall head over heals over the looks bought the brand .
  • 12. Free Powerpoint Templates Page 12 Kodak • The digital camera was invented at Kodak in 1975. • Instead of marketing the new technology, the company kept it under wraps for fear of hurting its lucrative film business. • Kodak had the myopic view that the company was in the film business rather than the story telling business.
  • 13. Free Powerpoint Templates Page 13 Edsel • The Ford Edsel was a late 1950s model passenger car. • The Edsel was released with much fanfare and publicity from marketing agencies and media outlets, still it was an almost immediate failure in the consumer market. • Business experts have attributed the failure to :  Marketing Myopia  Failure to understand customer desires • The name Edsel is now a business term synonymous with business or marketing failure.