Ad busters proposed a peaceful occupation of Wall Street to protest corporate influence on democracy, the lack of legal consequences for those who brought about the global crisis of monetary insolvency, and an increasing disparity in wealth. The protest was promoted with an image featuring a dancer atop Wall Street's iconic Charging Bull statue. Greed for big money kept growing. Subversion of the very ‘practice of management’ became common. Corporate governance failed totally. Responsibility and supervision went missing. Leadership went missing. Controls went missing Top management gambled with the future of their own companies. Absence of concern for the customer became common. Too big to fail is a myth. Growth and profits are not sustainable. Innovation is necessary. Create customer centric strategies. Ethics is of paramount interest. Marketing Under attack Top Management: Fails to bring targeted income and profits. Is not producing results proportionate to marketing spends. Doesn’t care much about measurements, has no use for metrics, shuns accountability. Waxes eloquent about brands, but the Brands don’t work. Fails to graduate from tactical to strategic marketing. Fails to help the firm avoid price wars and fails to achieve deep differentiation.

1. Marketing Needs Re-calibration
Presented By: Aditi Banerjee
PGDM-A
Roll: 47

2. • Ad busters proposed a peaceful
occupation of Wall Street to
protest corporate influence on
democracy, the lack of legal
consequences for those who brought
about the global crisis of monetary
insolvency, and an increasing disparity
in wealth. The protest was promoted
with an image featuring a dancer atop
Wall Street's iconic Charging
Bull statue.

3. Myopic Management Practices
• Greed for big money kept growing.
• Subversion of the very ‘practice of management’ became common.
• Corporate governance failed totally.
• Responsibility and supervision went missing.
• Leadership went missing.
• Controls went missing
• Top management gambled with the future of their own companies.
• Absence of concern for the customer became common.

4. Management lessons from the Global Financial Economic Crisis
• Too big to fail is a myth.
• Growth and profits are not sustainable.
• Innovation is necessary.
• Create customer centric strategies.
• Ethics is of paramount interest.

5. Marketing Under attack
Top Management:
 Fails to bring targeted income and profits.
 Is not producing results proportionate to marketing spends.
 Doesn’t care much about measurements, has no use for metrics, shuns accountability.
 Waxes eloquent about brands, but the Brands don’t work.
 Fails to graduate from tactical to strategic marketing.
 Fails to help the firm avoid price wars and fails to achieve deep differentiation.

6. Examples of Brand failure and strategic marketing

7. Attack from customers:
• Marketing hoodwinks them, short-changes them and sells them outdated
products.
• Lacks the required concern for the customer.
• Marketing confuses the customers with over-choice, but fails to offer the right
choice.
• It does not deliver the promised product.
• Brands are no more customers ‘friends, marketers have ruined the brands.
• Marketers indulge in unethical practices against consumer’s interest.

9. Unethical practices followed by marketers:
• Dump poor-quality and unsafe products on customers.
• Resort to defective packaging
• Offer deceptive warranties.
• Neglect post-sale service
• Charge excessively high prices.
• Cartelise against the interest of the consumers.
• Take time in delivering a product.
• Indulge in misleading advertising.
• Invade privacy, misuse customer data.

10. Neglected value delivery by Marketers

11. Many factors are involved:
• Excessively preoccupied with the 4P framework, forgetting the purpose
behind it.
• Attending more to “Downstream” and less to “Upstream” marketing.
• Relying increasingly on gimmicks and quick fixes
• Clinging excessively to segmentation-based marketing and segment focused
offers, neglecting the needs of individual consumers.
• Making exaggerated product promises.
• Resorting to excessive, value eroding, outsourcing.

14. THANK YOU!!!! 