This document discusses marketing myopia and how marketing and consumer behavior have changed over time. It notes that companies used to think they were unbeatable, that consumers only wanted low prices, and that television ads and celebrity endorsements were the main forms of promotion. However, the document suggests companies now need to focus on the total customer experience, accessibility, value, education and digital marketing. It also warns against being too focused on the short term or thinking analysis is not important.

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Marketing Myopia
2.0
Shiv, AIMA
14.02.13

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Thank You Sundar
My no is 098999 77927 -
feedback

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What has changed?

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Marketing have changed
Product Experienc
e
Place Access
Price Value
Promotio
n
Educatio
n

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Advertising as changed
1900-1960s 1960-1980s 1990 – 2000s 2010s..

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Myopic Thoughts

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1. We are unbeatable
Big,small,Fast,Slow,Engaged

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2. The consumer is my
wife and all she wants is a
limitless credit card

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Consumers have changed

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2. Price is the answer
Sachet to Sensory
Price Warriors

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3. Lets do a TV spot

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4. Lets sign a celebrity

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5. Digital marketing is
Niche

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Ownership of Digital devices
600 m mobile phones
240 m data enabled handsets
50 m smartphones
2 m tablets

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6. Analysis is for Maths
PhDs

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7. Why are we quarterly
focused?
ST,LT

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9. Sponsorship is a one
off exercise

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10. The brand needs to be
youthful

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Summary
•Things have changed
•We need to change
•The dangers/myopias we
have today

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