1. Inclusive Marketing: A new device for Sustainable Growth
Prof. Rajesh Satapathy
Prof. Debabrata Dash
As the term suggests the prime objective of this concept is that, when each and every partner in the business gets
the pie of the benefit generated out of marketing activities. The partner term refers to consumers, suppliers,
employees, marketers. The importance generated because in today’s world it is the information that is no longer
alien to consumers or suppliers, so because of this, it is highly essential, marketers must include all the partners
not only in strategic but also tactical marketing movements.
Very specific to today’s fierce competitive world, it is the consumers and suppliers could help you out to get the
actual facts related to market, that would enable the marketer to take critical decisions. Taking the reference
towards the rural market, the inclusive marketing becomes a necessity, as here the consumers and suppliers both
coincide to the maximum extent, if marketers will not enrich them in terms of knowledge and wealth, it may lead
to the destruction of own market. For eg: Itc’s E-choupal, & Hariyali Kissan Bazar ensures the farmers get together,
where marketers could access their prospective customers & can promote their offerings at the same time
customers have the market , where they could sell their raw materials & can buy their necessary items like
Fertilizer, seeds & can acquire relevant information that could help them increasing their live stock.
It is a cyclic form of transferring knowledge and wealth to each & every partner in the business, to make business
more sustainable & profitable. Lots of marketers doing these practices for eg: Mission Shakti by HUL, Vedanta’s
children education & more.
From a societal point of view, it also includes to know & understand the cultural & ethical environment the people
belonging to the society, the marketers involve in. Before designing any offering as a marketer, one must
understand the sentiment the customer do posses. As most of the marketers involve the customers to design the
product, for eg: Maggie & Kurkure, Lays (Fritolay) taking the feedback from the customers to redesign the product,
& that strategy makes them more appreciable & profitable.
But it is highly essential, developing the inclusive strategy also includes a risk factor as the information leakage is a
high concerned subject. So before designing it, one must ensure the process of data collection & storage to
minimize the risk factors. A systematic model could be developed to define each one’s role & responsibility.
One important dimension of this entire subject of discussion is the Employee; to rise the stake in the employee
society is to distribute the profit & to take the information out of them, that would help them to create a
knowledge Base. At the end it is the fore sight of the marketer that enables the Business & channel partners to
take the advantage of the Inclusive Marketing, by designing a proper & compatible model.