2. What?????
• First introduced -Theodore Levitt
• Narrow minded approach - marketing a
product
• Also known as marketing short sightedness
• Focus from customer to product
• Mass production
3. Examples from Indian Market
Tata 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
4. Examples from Indian Market
Harrison 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.
5. Examples from Indian Market
Carona:
• 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
6. CONCLUSION
PROS CONS
• Mass Production • Focus on firms’ needs and
• Product oriented wants
• Exhorted CEO’s – • Self centered firms – fail to
reexamine their adjust
corporate vision
