Marketing function in an organization has a pivotal role in driving the organization to success

1. MarketingFunction
for
OrganizationalSuccess
J a n i S a h e b S h a i k , B .Te c h , M B A

2. Missingin
StrategyDomain
Marketing in most organizations ….
1. Marketing taught in business schools remained with academics,
consultants
2. Instead of marketing becoming a core strategy making engine of
organization,
• It became a sales support department
• In-charge of T-Shirts, promotional materials
• Event Management
• Client Surveys, approvals

3. Functionsof
Marketing
In an Org. Marketing Function Shall
1. Define Markets, Classify Market Segments, create Market Maps
2. Quantify the needs of customers/markets
3. Determine value propositions (innovation, service, features,
price) i.e why the customer need to choose your product
4. Communicate these needs ( on behalf of customer) to
management in org.
5. Develop a strategy to deliver these value propositions
6. Ensure these value propositions (innovation, service, features,
price) are delivered
7. Monitor the value actually delivered

4. A review of Britain’s best performing companies Between 1970 – 2000 reveals
• 25% of them collapsed after at their top position
• 33% of them have been acquired
• Rest of them are struggling to survive
History of
the Best
If Marketing is not as it should be, businesses will fail,
fall and ultimately disappear

5. ThankYou
Reference :
McDonald, M., Christopher, M. and Bass, M., 2003. Market segmentation. In Marketing (pp. 41-65). Palgrave, London.