DEFINING MARKETING FOR

THE 21ST CENTURY

PRESENTED BY:
GROUP 1

AMIT KUMAR
ANKIT BOTHRA
ANSHUPRABHA SINGH
DEVESH LOHANI
MANSEE ROHLANIA
CASE STUDY-1
MARKETING MANAGEMENT
What helps people, helps business.
Orvel
Ray Wilson
HOLISTIC MARKETING
“EVERYTHING MATTERS”
 RELATIONSHIP
MARKETING

Relationship Marketing is exceeding

your customer’s expectations so they
form a long term relationship with you.
BENEFITS
•You have happy customers
•You have loyal customers (customer
retention)
•You have customers who are happy to
recommend you to others
•You make more money, you become more
profitable and your business grows
•Satisfy individual customers’ needs.
ULTIMATE OUTCOME
Unique company asset called
“MARKETING NETWORK”
Integrated Marketing
It has to ensure multiple means of creating,
communicating and delivering values to
customers in the best way possible.
Themes of Integrated Marketing
Marketing activities communicate and
deliver value.
Marketing Activities have to be
synchronized with each other to maximise
the joint effects.
What did Thakur do?

How did he do it?

Internal Marketing

This dimension of holistic marketing ensures

that everyone in the organization embraces
appropriate marketing principles, specially
senior management.
What Internal Marketing did TIC do
Thakur and his wife worked in tandem.
Worked at odd working hours.
Thakur’s wife targeted customers with
new products.
She perfected making dosas from newly
married proferssor’s wife.
Crux Of the Strategy

Every department should target the customer.

Performance Accountability
• Financial Accountability:
Justifying investments in terms of building
brand and growing the customer base.

• Social Responsibility Marketing:

Balance between profitability and
social consciousness and sensitivity.
Marketing Management Tasks
Developing Marketing Strategies and Plans
• Identify opportunities
• Core competencies

Capturing Market Insights

• Ability to closely monitor the marketing
environment.
Connecting with Customers
• Create value for its target customers
• Develop strong , profitable, long-
term relationships with customers.

Building Strong Brands

• Must understand the strengths and
weaknesses
Shaping the Market Offering
• Product should have good quality
standards
• Good pricing strategy

Delivering Value
• Accessibility of the product
• Availability to its target customers.
Communicating Values
• Communicating values embodied by the
products and services through means of
advertising, sales, promotional events,
public relations, personal
communication, training salespersons.

Creating Long-Term Growth

• Catering to changing global
opportunities and challenges.
• Initiating new-product development,
testing and launching.
Conclusion

Thakur used all the holistic marketing

approach to increase sales resulting in a
consequent increase in his overall
business.
What helps people, helps business.
Orvel
Ray Wilson
THANK YOU
QUESTIONS??