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TRADITIONAL V/S NON –TRADITIONAL MARKETINGPresented By : Rubina IsidoreBRAND MANAGEMENT(Prof. Ashish Chodankar)
Marketing is the process of communicating the value of a product or serviceto customers.Marketing is the science of choosing target markets through market analysisand market segmentation, as well as understanding consumer buying behaviorand providing superior customer valueWHAT IS MARKETING ?
1. To sell to the customer by hook orcrook the product that you have2. This involves Push Strategy3. It is an execution concept4. It is volume oriented5. It is a short term process6. It only focuses on immediate sale tothe person in front of you7. It doesn’t include after sales service8. Customers don’t have much say inwhat they actually need9. It is a traditional concept1. Taking into account what the customerneeds and offering him the same2. This involves Push Strategy3. It is planning concept4. It is consumer oriented5. It is a long term process6. It focuses on customer retention7. After sales service is an importantcriteria here8. Products are tailor-made to suit theconsumer9. It is a modern conceptSELLING MARKETINGDIFFERENCE BETWEEN SELLINGAND MARKETING
Until 1950’s - Focus on Production to achieve economies of scaleFrom 1950’s to 1960’s – Focus on the Product A firm would also assume thatas long as its product was of a high standard, people would buy and consumethe product.Upto the 1960’s – Focus was on Selling Methods1970’s onwards “MARKETING” – The firms essentially based its marketingplans around the marketing concept, and thus supplying products to suit newconsumer tastes.Present Day : The WHOLISTIC MARKETING concept looks at marketingas a complex activity and acknowledges that everything matters in marketing -and that a broad and integrated perspective is necessary in developing,designing and implementing marketing programs and activities.EVOLUTION OF MARKETING
Leaflets,Brochures, carryhome menusCarry HomeBags fromStoresAds on T-shirtsand capsTRADITIONAL MARKETINGMETHODS
Relationship Marketing : Emphasis is placed on the whole relationshipbetween suppliers and customers. The aim is to provide the best possiblecustomer service and build customer loyalty. E.g. ICICI new ad which saysthat they involve relationships with the customer and not transactions aloneB2B Marketing : The product focus lies on industrial goods or capital goodsrather than consumer products or end productsSocietal Marketing : Curtailment of any harmful activities to society, in eitherproduct, production, or selling methods.MODERN AND INNOVATIVEMETHODS OF MARKETING
Co-Branding : This involves promoting your product by branding it anotherproduct.. Eg : Free Maggie Tomato ketchup with Maggie NoodlesIMC or Integrated Marketing Communications : Integrating all the methods ofbrand promotion to promote a particular product or service among targetcustomers. In integrated marketing communication, all aspects of marketingcommunication work together for increased sales and maximum cost effectiveness.Emotional Branding : Emotional branding is a term used within marketingcommunication that refers to the practice of building brands that appeal directlyto a consumers emotional state, needs and aspirations. Emotional branding issuccessful when it triggers an emotional response in the consumer, that is, a desirefor the advertised brandMODERN METHODS OFMARKETING
From consumers to peopleConsumers buy, people liveFrom product to experienceProducts fulfill needs, experiences fulfill desiresFrom honesty to truthHonesty is expected. Trust is engaging and intimate. It needs to be earnedFrom quality to preferenceQuality is the right price a given today. Preference creates the saleFrom notoriety to aspirationBeing known doesn’t mean that you are also lovedFrom identity to personalityIdentity is recognition. Personality is about character and charismaFrom function to feelThe functionality of a product is about practical or superficial qualities only. Sensorial design is about experiencesFrom ubiquity to presenceUbiquity is seen. Emotional presence is feltFrom communication to dialogueCommunication is telling. Dialog is sharingFrom services to relationshipService is selling. Relationship is acknowledgement10 COMMANDMENTS OFEMOTIONAL BRANDING
Cause marketing : Cause-related marketing refers to a type of marketinginvolving the cooperative efforts of a "for profit" business and a non-profitorganization for mutual benefit. Eg : P & G effort to spend one rupee onevery purchase of their product for educating the underprivileged students ofIndia …CSR : Corporate Social ResponsibilityPersonal Selling : Selling to your own network circles. Eg. Amway, Avon etc..Social Media Marketing : Marketing done through Facebook, Twitter,LinkedIn etc..MODERN METHODS OFMARKETING
Placing a sample packet of Wagh bakri Chai in all the newspapersSaffola’s initiative to support the health of the heart by promoting their brand on WorldHealth DayMarketing of Cadbury’s Oreo in Mc Donalds in the name of Mc FlurryAnother Marketing Campaign in Kolkata by encouraging the sweet marts to includeCadbury chocolates in their sweets.Product placement in popular films and shows. Eg. Tata Tea ad in Baghban Movie, Saffola’sad in Jassi Jaisi Koi Nahi. Zandu balm’s ad in Dabband (Mai Zandu Balm Hui darling TereLiye)Film Promotions include appearing in popular Tv serials. Eg. Himmatwala promotions inTaarak Mehta ka Ulta ChasmaGujarat’s tourism promotions in Taarak Mehta ka Ulta Chasma.Garnier Colour Naturals ad involves the stars of Bade Achche Lagte Hai serialQuizzes and games on Social Networking websites to increase customer engagementINNOVATIVE METHODS OFMARKETING
Thus, modern methods of marketing are better than the traditional ones asthey help in customer attraction and retention. Their emotional appeal is alsohigh leading to repeat purchase of the product and customer satisfaction….Even Traditional methods of marketing with innovations will work wonders.CONCLUSION