it is a thesis on modern marketing techniques by me created during my summer internship as marketing analyst @ the indian economist

1. Modern Marketing
Techniques : the evolution
aiming revolution
thesis by ✈
RAVIRAJ NEHRA

2. Modern / Integrated Marketing
a holistic, adaptive methodology that connects brands
with customers & aims @ establishment of long-term
loyal relations b/w them in order to foster brand loyalty
and encourage the “ subscription model ”,results by
blending strategy, creativity, technology, and analysis.
“CRM & data-mining are the buzzwords in modern Marketing”
Philip kotler * “marketing is the art of creating genuine customer value”
David packard * “marketing is far too important to leave to the marketing department”

3. “best advertisement is done by satisfied customers”
“Acquiring new customers cost 5 times more than retaining old ones”
PHILIP KOTLER
Long-term loyal

4. What has changed and why ?
“Now we opt to find right product for our customers instead of finding right customer for our products”

5. The new generation marketers use
the Segmentation→ Targeting →
Positioning approach to provide the
framework for marketing planning
objectives. here, market is
segmented, one or more segments
are selected for targeting, and
products or services are positioned
in a way that resonates with the
selected target markets, aiming
genuine customer values addition.
S-T-P model : the
modern approach
Marketing 1.0
Product centric
Marketing 2.0
Customer centric
Marketing 3.0
Human centric
● Technological
advancements
● The marketing
environment - the
analytics
● Social
responsibility
● The innovation
fancy
● Time - indeed the
strongest force
Forces driving
changes in
Marketing
Techniques ✈

6. Regional demographics represent a
Classified market segment based on
● Age
● Gender
● Income
● Occupation
● Family size
● Education level
● Race, Religion, Ethnicity, beliefs
Regional
demographics
into play
● Zac Posen and Isaac Mizrahi have
created affordable clothing and
accessories, sold at Target, to reach
customers who cannot afford their
high-end, more expensive lines.
● BMW, Mercedes, Ferrari, these cars
have customers who are much more
quality and luxury conscious then
others, which certainly doesn't suite
indian demographics, affordable
cars companies like mahindra rise
rule indian car market.
● Coca cola or Pepsi. Although having
their own global advertising, but
they also have specific advertising in
each country which they enter, based
on the regional demographics.

7. What's trending now ?

8. ● Interactive content Marketing
● IoT marketing
● E-mail Marketing
● Affiliate marketing
● Marketing automation
1.behavioural e-mail marketing.
2.web personalisation.
● Online Public & Media
Relations - SEM,SEO,SMM,CRO
● Viral marketing
eg. - the bahubali series
● Cause
marketing
● Social media
marketing
Instagram has
massively ramped up
the advertising
provisions within the
app with new app
APIs, Today, 86 % of
the top global brands
are active on the
platform, which is a
powerful
endorsement for the
validity of the
platform as a
marketing and
advertising channel.
● Word of mouth
advertising
PATANJALI INDIA is the fastest
growing FMCG in India & leading
MNC today, brand loyalty in its
customers made its unique
word-of-mouth publicity model a
great success. Other reasons
include ✒
1.Baba Ramdev, its brand
ambassador, stands for good
health and spirituality
2.It followed “the branded house”
model while all its competitors
were following “house of brand”
model.
3.Strong public & media
Relations
{indirect cause marketing}
4.Strong distribution channel
{patanjali chikitsalyas, arogya
kendra, swadeshi kendra}

9. What can be
next big things ?
● The future of marketing
“Real time & personalised
marketing”
● Transparency will dictate
brand-customer relationship.
● Omni-channel &
mobile-dominant promotions.
“Mobile centered marketing”

10. ● Brands will dominate
thier audience ☣ brand
loyalty @ yet new
heights
● User-generated content
will be new hit.
*THE INDIAN ECONOMIST has
already Incorporated the
strategy, which is a trademark
to its success in coming time ...
● The subscription
model
subscribing of goods or
services on a recurring
basis, rather than
making one-time
purchases. The
model is quite
successful as of now &
will dominate in future.
Ex-
amazon,flipkart,youtub
e,facebook,twitter etc
● Social is next
internet
Social will become “all
@ one place”
plateform for internet
users, this will make
most brands direct all
of thier marketing
efforts to social
channels.
Ex-Facebook, google
are taking initiatives
& quite successful as
of now