PPT dealing with the hollowness of western concepts though they seem to be profound at the outset

1. Bottom-of-the-Pyramid Marketing Strategy: Dewesternising Marketing Concepts-B.V.Raghunandan,SVSCollege, Bantwal, ManagloreDt-Karnataka-India International Conference on Marketing Research, Sri Venkateshwara College of Arts & Science, Peruvarani-Tanjavur Dt., Tamil Nadu

2. A Long Time Mutation in Western Concepts Huge Size Straddling World Market Cutting Edge Technology Intensive Market Research Interesting Findings Image Building First Movers

3. Indian Marketing Practice Practised as a need based one Studies were more towards spiritualism Individualistic Approach Family Practice Often Kept a Secret Less Hype and More Practice

4. First Generation Marketers Passion Building up the Corporation Cost-Conscious Consumer-Friendly Core Competence Less Marketing Expenses More Intuition

5. Second Generation Marketer Onwards Empire Building Personality and Egos Market Penetration and Product Diversification Marketing Wastage Anti-Consumer or Indifference to Consumers Board Room Politics Incompetence clothed in Hype

6. Competition and Consumers Price Fixing Entity: Competitor is a Friend and Consumer is the Enemy Monopoly Creator: Competitor is Enemy and Consumer is the Prey Technology Driven: To Have First Mover Advantage and Consumer is an Ignoramus Monopolistic Competitor: Consumer is to be Conditioned through Psychology, Market Segmentation, Brand Loyalty

7. MNCs and Conglomerates Take the Market Away from Perfection Render Governments to be less powerful Indulge in Activities Detrimental to the Interests of the Society Having Footprints all over the World Occupy Different I Industries and Product Category like Octopi Their Activities affect Countries and the World Quality Impairment

8. Marketing Wastes Launching Unsuccessful Products Media Planning on Personal Libido Lobby Creation Brand Extension Brand Building & Creating Brand Equity Cut-Throat Competition Litigation

9. Non-Professional Boss Culture Highly Paid Managers Need to Have Huge Volumes Expensive Organisations Promotion of Wasteful Products Converting Seasonal Products into All Season Wasteful Activities & Expenditure Consequence

10. Bottom-of-the-Pyramid Marketing Strategy Targets Lowest Strata of the Society Affordability is the Main Criteria Also attracts value for money segment Finding ways of Cost Cutting Scalability Reverse Engineering Segmentation for Affordability

11. Who Did It Many Indian Products (Amul,IFFCO, MahilaUdyogNirman, Velvette, CavinKare, Gopal Toothpowder, Gokul, Aravind Hospital, Modi Eye Camps, Indian Bannk, MNCs operating in India) Chinese Products (Low Cost, Low Profile Brands, No Promotion, Untapped Market and Innovation) Many Companies in Emerging Economies

12. Strategic Value Essential Products Need to Have lesser Volumes Stable Demand Lesser Expenses No Need to have Expensive Managerial Personnel Constant is the Only Change Needed

13. THANK YOU