Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marketing Myopia

7,302 views

Published on

  • Dating direct: ❶❶❶ http://bit.ly/39mQKz3 ❶❶❶
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Dating for everyone is here: ♥♥♥ http://bit.ly/39mQKz3 ♥♥♥
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Marketing Myopia

  1. 1. What?????• First introduced -Theodore Levitt• Narrow minded approach - marketing a product• Also known as marketing short sightedness• Focus from customer to product• Mass production
  2. 2. 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
  3. 3. 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.
  4. 4. 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
  5. 5. 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
  6. 6. &Thank You

×