An overview of emerging marketing trends and practises

1. MARKETING IN 21st CENTURY
By,
RAHUL.R,
MBA(G),
IMK

2. 
Marketing will evolve as a more integrated
function involving the participation of all the
departments of the organisation.

It will spread over the entire organisation and
will become the collective responsibility of all
the employees in the organisation.

3. TRENDS TO BE LOOKED OUT FOR:

GREEN MARKETING

DEMARKETING

VIRAL MARKETING

CUSTOMER DELIGHT

4. Green marketing
Focussed on exploiting the environmental
consciousness among the consumers ,thereby
enabling a differentiation from its rivals.
Green marketing involves a broad range of
activities including product modification,
changes to production process,packaging
changes as well as modifying advertisements.

5. Examples

Honda introduced Insight a hybrid model to
stamp their environment consciousness.

Toyota also followed the path with its hybrid
model prius.

Major car manufactures like maruthi moving to
EURO 2 standards .

FAB INDIA used paper bags alone pledging
their commitment towards environment
protection.

6. Demarketing
The methods that are used to reduce market
demand for a particular item or product,
specially of those which are confronting
shortage of availability.
Demarketing usually involves variation of the
marketing mix to effect lesser demand than
that the organisation can handle.

7. Types of Demarketing
1) ACTIVE DEMARKETING - attempts to reduce overall
demand leading to complete demarketing of the product.
Eg: Nokia's 1100 Model
2) PASSIVE DEMARKETING-aims to persuade the
customer from using the product but at the same time
keep the product in the market.
Eg: Maruthi Suzuki's Maruthi 800

8. 3) SELECTIVE DEMARKETING - Here company may try
to decrease demand in certain market segments alone
that are considered to be less profitable than others.
Eg: Clubs following dress code or pubs charging double
rates for single entry.
NOTE: Demarketing also has been used as a tool in many
social
initiatives eg: drives against smoking,drinking etc.

9. Importance of substitute strategy

Loss of one is the opportunity of others.

Marketers should be clear with a possible
alternative to the demarketed product.

Marketer should consider metrics such as
terms of supply, quality expectation, time
interval to achieve change ,cost of change etc.

10. EXAMPLES

Electricity is a commodity which have been
demarketed to a great extent.

Due to the scarcity of water now water is also being
demarketed.

Eco sensitive tourist locations like GAVI in pathanamthitta
and thenmala in kollam is also an example of demarketing

11. VIRAL MARKETING
A marketing technique that
induces websites or users to pass
on a marketing message to other
sites or users , creating a
potentially exponential growth in
the message's visibility and effect.

12. Features

Self propogating marketing technique .

Spreads from person to person across Internet .

Its a double edged sword - Spreads both positives and
negatives.

The speed of propogation is in many occassions beyond
control.

13. TACTICS EMPLOYED

Email Signature

Offer something for free

Article writing

Affiliate Programs

Make it easy for visitors to bookmark and
recommend site

14. CUSTOMER DELIGHT
A marketing philosophy followed by pioneer companies like
SONY,INTEL,PHILIPS,NOKIA etc to get more customers
and also make sure that once they become a customer,
they remain loyal to the company.

15. MARKETING AIMED AT MOBILES

One of the emerging trends in marketing, with
increasing penetration of mobile phones and
vast rural population yet to be tapped , this
would be the medium to look out for in the next
5 years.

Earlier text messages were the only sources of
propogating messages ,very rapidly voice and
other multimedia is taking the place.

The advancement in technology,ie 2G-3G
would provide new impectus as this would
provide new platforms such as video messages

16. Examples
Mobile Service providers advertising the caller
tunes through voice messages.
Educational Institutions such as St Mary's group
of institutions Bangalore employing voice
message for advertising.
During the last legislative elections in kerala
major political parties came up with parody
songs supporting them as voice messages.

17. REBRANDING
The process in which a brand undergoes a
change in identity, usually due to a compelling
business reasons.
In rebranding its very important to communicate
the message without any ambuiguity to the
customers
Eg:
Hutch changing to vodafone but retaining identity
element in “PUG”.
Joy Allukkas wedding centre changing toJolly silks but