Marketing myopia

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Marketing Myopia

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Marketing myopia

  1. 1. Marketing Myopia Presented byAditya Pilkhane, Sanjay Talukdar & Sumit Jaiswal
  2. 2. Understanding Marketing Myopia Term coined by Theodore Levitt  Refer to the short sightedness  The marketer wants to sell the product and services, without much focusing on the customer demands/needs. 
  3. 3. Understanding Marketing Myopia Also can be defined by: Marketing Myopia is narrow minded approach to a marketing situation where only short-range goals are considered or Where the marketing focuses on only one aspect out of many possible marketing attributes  Can be prevented: Product Concept - Myopia Marketing Concept - No Myopia 
  4. 4. Causes Company thinks, its growth is guaranteed by expanding population  Believe there is no competitive substitutes  Mass Production- Not concentrating on the needs of the customer  Focusing on product rather than the customer (Lacking innovation)  Not considering the changing consumer lifestyle in digital age 
  5. 5. Green Marketing Myopia Green marketing must satisfy two objectives: improved environmental quality and customer satisfaction  EG: Greenheart Phones- Sony Erricson 
  6. 6. Example: 1- Kodak Kodak film camera: Fall prey to Marketing Myopia  Sony Digital Camera invaded the market which was a roaring success 
  7. 7. Example: II- Sony Now it was the turn of Sony (Sony Walkman)  Apple introduced a innovative product which was a huge success 
  8. 8. Example: III- Frankfinn Frankfinn- India’s No 1 Air Hostess Training Institute  Hit hard by slow growth in Indian Airlines industry  Now trying to portray as India’s best Hospitality trainer 
  9. 9. Example: IV- MSN Messenger
  10. 10. Avoid Myopia Solution Centric focus  Customer Centric  Marketing is not only about selling  Aware of substitutes to the Industry  Disruptive Innovation 
  11. 11. Why Pepsi isn’t suffering from Myopia  Diversification into other markets
  12. 12. Conclusion To ensure continued growth for the company, concentrate on meeting customer’s needs rather than selling products  It’s good if the business organization is suffering hypermetropia rather than myopia. 
  13. 13. Thank you!

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