Uploaded byShanmuga Priya Venkatesan
Marketing myopia
This document discusses the concept of "marketing myopia" where companies focus too narrowly on their products rather than the needs of their customers. It provides examples of companies that succeeded by understanding customer needs like Volkswagen, Apple, and Nike. In contrast, it examines companies that failed due to marketing myopia, including Maruti Gypsy for not investing in its brand, Kodak for not marketing its early digital camera technology, and Edsel due to a failure to understand customer desires. The key message is that companies must view themselves as in the business of satisfying customer needs rather than just producing products.
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Marketing myopia
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- 3. Free Powerpoint Templates Page3 Key Factors Key Factors
- 4. Free Powerpoint Templates Page4 Essence of the Article • Industries defined themselves incorrectly as product-oriented than customer- oriented. • Every company who attains growth also reaches obsolescence, it is only the company strategy which saves it. • Believes that profits are assured by an expanding market. • Production & R&D - focused more, therefore marketing goes neglected. • Organisation – to think as the buying customer instead of just producing goods or services.
- 5. Free Powerpoint Templates Page5 Companies which succeeded without MARKETING MYOPIA
- 6. Free Powerpoint Templates Page6 • German Automobile Manufacturer positioned with the premium brand Volkswagen. • Tagline – Progress through Technology. • It implemented a major turn around strategy in mid 1990’s designed to attract more automobile buyer.
- 7. Free Powerpoint Templates Page7 Apple Inc • It is a multinational corporation which creates consumer electronics, computer software & commercial servers. • Its core product lines are the ipad, iphone, ipod music player & macintosh line-up. • Makes huge efforts to differentiate its products from its competitors • It pursued a marketing strategy based on the needs of the customer to find out the objectives later.
- 8. Free Powerpoint Templates Page8 Nike • They are competing in various trades now, yet they are marketing atleast one in all markets. • It has chosen to redefine their company beyond their initial product. (Shoes) • It has been successful in the sports gear and the apparel industry.
- 9. Free Powerpoint Templates Page9 Free Powerpoint Templates Companies who fell to MARKETING MYOPIA
- 10. Free Powerpoint Templates Page10 • Gypsy was one of India's first sports utility vehicles. • The brand was considered as an aspirational one by many young at hearts. • The brand had the tagline of " There is a Gypsy in Everyone". • But the brand failed to capitalise on the first mover advantage. • The brand is now confined to certain niche markets like Police and Army vehicle segments. Maruthi GYPSY
- 11. Free Powerpoint Templates Page11 • The brand failed because of the apathy of the company in investing in the brand. • The company didn't care to look at the negatives of the brand. • Lacked many important attributes valued by a customer. • Only those who fall head over heals over the looks bought the brand .
- 12. Free Powerpoint Templates Page12 Kodak • The digital camera was invented at Kodak in 1975. • Instead of marketing the new technology, the company kept it under wraps for fear of hurting its lucrative film business. • Kodak had the myopic view that the company was in the film business rather than the story telling business.
- 13. Free Powerpoint Templates Page13 Edsel • The Ford Edsel was a late 1950s model passenger car. • The Edsel was released with much fanfare and publicity from marketing agencies and media outlets, still it was an almost immediate failure in the consumer market. • Business experts have attributed the failure to : Marketing Myopia Failure to understand customer desires • The name Edsel is now a business term synonymous with business or marketing failure.
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