The document argues that simply being market-driven or market-oriented is insufficient for success, as competitors can easily replicate these strategies. It highlights the need for businesses to create and identify consumer needs that they may not realize they have, thereby establishing a competitive advantage through innovation. The text also emphasizes the importance of strategic marketing and differentiation in a saturated market where traditional approaches may fail.

1. Why Being Market Driven/
Market Oriented is not enough
r.r.a.ortiz

2. What does it mean to be market
driven / Market oriented?

3. Market Driven / Market
oriented
Find the customers need and
want then offer the product
he need, at the price acceptable to
him, make it available to him at the
right place, and communicate this
to him at the right promotion method
and level

4. Market Driven/oriented
Place
Price
Promotion
Product
But other company’s can do
this also for the same
Customer and might be more
effective than us

5. Some Competitor who is more capable,
possible well funded Than us
also implement market driven programs
So what makes us different?
So where is the competitive advantage?

6. Market Situation Now
• Today , almost all consumer market are mature,
Whatever real growth there is comes from population
increases , which never exceed 1 to 2 percent. To
survive one must wrench market share from
established brands
• Today, product categories are so saturated that market
exhibit what economist call “ Monopolistic
competition” This “Oxymoron” describes a market in
which no one brand dominates , where product
differentiation is not much in performance as in brand
perception, where price competition is intense

7. What is happening now
• The Better Mousetrap syndrome : Many company
still believe that consumer will favor products
that offer the most quality, performance and
features.
• The idea that a product can sell itself runs deep.
E.g. digital equipment corporation lost 636 $
• The higher the quality the greater the chances of
marketing success e.g. Kaizen
• The belief that the height of marketing
sophistication is to identify and respond to
existing needs and wants

8. What is happening now
• Don’t assume that consumers Market
(individual people, business executives,
government officials – everybody who spends
money for product and services ) can identify
their needs and wants

9. Is it possible to have a Need and no
Market?

10. years ago
•
•
•
•
Communication is through telephone
Transportation is through bus , car etc
Entertainment is through radio
Marketing management course
Darryl F. Zanuck head of 20th Century Fox Studios
Said in 1946 “ Video wont be able to hold onto any
Market it captures for six months. People will soon
Get tired of staring at a plywood box everynight

11. years ago
• Paper towels : before there where paper
towels
• Disposable diapers : when cloth diapers is at
their peak
• Plain paper copier : when office gets by with
carbon paper
The Customer / Market often does not know
What it needs?

12. What is common among the following
•
•
•
•
Fred Smith
Ray Krox
Steve Jobs
Bill Gates
•
•
•
•
Federal Express
McDonalds
Apple I pad
Microsoft
They have identified needs people did not know they had.
Practically starting a new industry , business
If they let the market drive them , or remained
Market driven and market oriented

13. Thus the new trend in marketing
Its not enough to be market driven / market oriented
Drive the Market!
Orient the Market!!!!

14. Strategic Marketing Oriented
Customer
Competitive Advantage
4P’s
Experience
Market Share
Barrier to entry
Brand name
Differentiation
Product Quality
Customer Satisfaction
Market Conditions
Market growth
Product evolution
Segmentations
PEST
Competitor