What?????• First introduced -Theodore Levitt• Narrow minded approach - marketing a product• Also known as marketing short sightedness• Focus from customer to product• Mass production
Examples from Indian MarketTata Sierra: Kelvinator:• First Passenger car - • Parent Company - Telco(TATA Motors). Electrolux• Brand came too early • Killed - sheer negligence -• Classic case- marketing marketing myopia myopia. • Disaster -Whirlpool• Failed - steep price & acquired in 1996. quality issue. • Came back - Electrolux -• Didn’t appeal - value 1997 proposition of consumer. • Brand killed - 2005
Examples from Indian MarketHarrison Locks: LML VESPA:• Market leader - locks • India - collaboration - Bajaj• Case of marketing Auto myopia • Failed - LML entered motorcycles.• Poor Advertisement • Failed - sweeping changes• Continued - company in twowheeler market. enters new domains. • Example- marketing• India’s - security solutions myopia provider.
Examples from Indian MarketCarona:• Was Heritage brand & second largest footwear company.• Couldn’t withstand competition after 1991• Was stiff competitor to BATA• Failed when introduced PUMA• Went out due to mismanagement
CONCLUSIONPROS CONS• Mass Production • Focus on firms’ needs and• Product oriented wants• Exhorted CEO’s – • Self centered firms – fail to reexamine their adjust corporate vision