An overview of how indian marketing ways changed over the years in accordance with changing demands after independence, supported by few classic indian companies examples. This is a part of case-study base lecture at Symbiosis Institute of Business Management, Bangalore..

1. “Adapting Marketing to Changing Scenarios”

2. What is Marketing?
The management process through which goods and
services move from concept to the customer.

4. Types of Marketing
Marketing

5. Changing Scenarios :
1960’s – Production Era (License Raj)
1970’s – ‘Shout out and sell’
1980’s – IT boom
1990’s – Post Liberalization Development and growth
of the marketing scenario in the country.
2000’s – Retail marketing, Rise of digital marketing.
Emergence of digital marketing and E-Commerce
Currently, it is an era of Relational Marketing and M-commerce.

7. • Amul - Indian dairy cooperative, based at Anand in the state
of Gujarat. Earlier it was referred to as Anand Milk Federation
Union Limited hence the name AMUL.
• Formed in 1946, it is a brand managed by a cooperative body,
the Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF), which today is jointly owned by 3 million milk
producers in Gujarat
• The cooperative was further developed and managed by
Dr.Verghese Kurien with H.M. Dalaya.

8. How it started ?
• It started as a response to the exploitation of marginal milk
producers by traders or agents of the only existing dairy, the
Polson Dairy. Angered by the unfair trade practices, the
farmers of Kaira approached Sardar Vallabhbhai Patel under
the leadership of local farmer leader Tribhuvandas K. Patel. He
advised them to form a cooperative and supply milk directly
to the Bombay Milk Scheme instead of Polson (who did the
same but gave them low prices)

9. Catering to the customers
• The Amul Model – A Three-tier cooperative structure.
• Dairy cooperative society at the village level affiliated to a milk union at the district
level which in turn is federated into a milk federation at the state level.
Main Functions
• Collection of surplus milk from the producers of the village and payment based on
quality and quantity.
• Providing support services to the members like veterinary first aid, artificial
insemination services, cattle-feed sales, mineral mixture sales, fodder and fodder
seed sales, conducting training on animal husbandry and dairying.
• Selling liquid milk for local consumers of the village
• Supplying milk to the District Milk Union

10. Amul Products

11. Marketing Strategy

12. First Amul hoarding

15. “ Buland bharat ki buland tasveer ”

16. • Launched in 1972, named after the legendary stallion of the
Rajput king Maharana Pratap.
• Reliable, economical, durable and easy to maintain
• High market share(Attributed to the license raj)
• The campaign, 'Buland Bharat ki Buland Tasveer' hit the
screen in 1989, riding on the idea of a 'family vehicle' for
Indians.
Bajaj Chetak

17. • Sales Declined: In 1991 & 1992 – overall sales of two wheelers declined by
15% & 8% respectively because of a recession in the Indian two wheeler
market.
• Abolishment of license raj
• steep rise in fuel prices
• Shift in consumer preferences: motorcycles became the fastest growing
segment.
• Demographic changes – Increasing proportion of younger people in the
overall population
• Gear to Gearless: The Rise of Honda ctiva in year 2005-06.
The turning point

19. Repositioning continued…
• In spite of changing its focus & strategy from scooters to
motorcycles BAL - MD felt that:
"Like Volkswagen Beetle, the product (Bajaj Chetak) had lost its relevance."
- Rajiv Bajaj, MD, Bajaj Auto Ltd., in January 2006.
"We believe it is not good enough to be better, it is important to be distinct.”
- Rajiv Bajaj, Managing Director, BAL.

20. “ When Onida performs, everybody
gets speechless “
“ Tumko dekha to yeh Design aaya.. ”

21. Onida’s embarkment
• one of the most popular Indian-grown electronics brand.
• The origin of the Onida is trademarked to Monica Electronics,
a company which was incorporated in 1975 and which was
owned by the Mirchandani family and which was acquired in
1981 by Mirc Electronics.

22. “ Neighbour's envy,Owner’s pride ”

23. • In 1980‘s and 1990‘s the brand had a wonderful time and was
in the top three brands in market share behind BPL and
Videocon and then became victim of liberalization.
• LG Electronics and Samsung came to India with aggressive
pricing and distribution strategies and conquered the
consumer electronics market.
• The older players, such as Mirc, Videocon and BPL, couldn‘t
match their ability to scale up operations and went into the
red and rest became history

24. • Onida stopped using the devil as its icon but after seeing the
sales and brand identity suffer, the company thought of re-
introducing the devil in 2004.
• The devil was a memorable mascot for Onida reintroducing
the devil in 2004 was a wise decision.
• As soon as they reintroduced the devil in 2004, their sales
shot up. People again started recognizing the uniqueness of
Onida‘s brand positioning in the market.

25. Onida Launched LED TVs with I-Care Technology and
launched Pre cool range of Air Conditioners

27. • Need of Digital India
• Affordable means of communication
• Ease in access to information
• Educating masses
• Overcoming Illiteracy using Mobility
Need of Telecom Market in India

28. • Integrated Wireless and Wired handsets.
• Convergence of Voice, data and video signals
• Introducing CDMA
• Supporting services , IP- enabled connectivity infrastructure
• Network spread across 24,000 towns and 600,000
villages.190,000 kilometres of Fibre Optic cable systems in
India, United States, Europe, Middle East, and the Asia Pacific
region
How they catered the demand..

29. Key Marketing Mediums Used
• Media (Public Relations)
• Advertisements
• R-world
• Customer Service Centres

32. • With changing customer needs, adaption of multi-segment
approach
• A series of differentiated products to their respective markets.
Likewise,
1. Home calling cards for the families of those professional who use
to work abroad.
2. Rs. 10 recharge for small user.
3. Cheap SMS facility for youth
4. Facilities for circle users.
Vodafone in India

33. Marketing strategy
• Continuous innovation, keep coming up with newer plans in
every segments.
• Keep educating customers about their needs and what they
can get from Vodafone.
• Vodafone stores, Vodafone care promotional offers

34. Vodafone’s new baby: “Zoozoo”
A special character created specifically to convey a value added service
(VAS) offering in each of the newly released commercials.

37. FLIPKART
• E-commerce site founded in 2007 by Sachin and Binny Bansal
• Started primarily as a book selling company before venturing into
electronic goods and apparels.
• Awarded one of the Top 10 Indian Websites by Alexa
International, a subsidy of Amazon.com
• 1st company to start effectively Cash on Delivery.
• 1st company to cross Rs 5 billion in Indian retailing
segment.

38. E-commerce in India
• Increasing broadband Internet and 3G penetration.
• Rising standards of living and a burgeoning, upwardly mobile
middle class with high disposable incomes.
• Availability of much wider product range at lower prices.
• Busy lifestyles, urban traffic congestion and lack of time for
offline shopping
• Increased usage of online classified sites, with more consumer
buying and selling second-hand goods

39. Marketplace Model of Flipkart
‘To shop is human and to shop online is divine’
With a marketplace model, Flipkart will no longer have an inventory of its own,
rather buyers can deal with sellers directly- similar to eBay India.
Going forward, users will be able to compare sellers and get the best
prices at varied service levels for most products.
Marketplace will now allow smaller players to
transact on the same platform as larger
established retailers and help them garner
business intelligence by understanding their
position vis-a-vis competition based on factors
such as pricing, offers, deals, etc.

40. Famous Taglines-
“Bookstore at your door”
“The store at your door”
“Jo dikhta hai wo bikta hai”
“No kidding, no worries”
“Shopping ka naya address”

41. Credits
Kashyap Shah
K.Sriram
Anubhuti Gupta
Vinita Goswami
Vrinda Jain
Manthan Jani
Manisha Nandal