Changing Trends in Marketing

• Ajay Prasad
• Jeetesh Sharma
• Nitin Gupta
• Shradha Jain
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Why the marketing trend is changing?

• With the rapid advancement of information

technology and the increasing difficulties of
meeting customer’s needs and wants, there
is a shift from a traditional marketing
approach to many new approaches.

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Green Marketing

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•  Green marketing refers to the process of
selling products or services based on their
environmental benefits. Such a product or
service may be environmentally friendly in
itself or produced or packaged in an
environmentally friendly way.

4
• In recent years the term green or eco marketing
have come to prominence and reflect a growing
concern at all levels of the impact of the
increased consumption on physical environment.
• The implications of the destruction of the forests,
the harm caused to the ozone layer etc were
widely published and created a concern about
the destruction of our natural environment.
• Therefore many consumers are in favour of eco-
friendly products .This has created some impact
on marketing .

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 Benefits of Green Marketing
• Future Opportunities
• Social responsibility
• Differentiating products
• Effective utilization of resource

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Companies adopting
Green Marketing

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TATA GROUP OF COMPANIES

• Tata Steel aims to reduce carbon dioxide emissions at its

Jamshedpur plant.
• Tata Motors is setting up an eco-friendly showroom using
natural building material for its flooring and energy efficient
lights.
• The Taj chain, is in the process of creating eco rooms which
will have energy-efficient mini bars, organic bed linen and
napkins made fromrecycled paper.
• One of the most interesting innovations has come in the form
of a biogas based power plant at Taj Green Cove in Kovalam,
which uses the waste generated at the hotel to meet its
cooking requirements.
• Launched a low-cost water purifier made from natural
ingredients. 8
• Mc Donald’s have stopped packing
their products and beverages into
Polystyrene containers and use
products which are either bio-
degradable or made out from recycled
paper(Napkins etc)

9
• Nokia adopted a strategy of recycling old, destroyed
phones. During this they also planted several trees.

• Coca-Cola pumped syrup directly from tank instead of

plastic which saved 68 million pound/year.

• Badarpur Thermal Power station of NTPC in Delhi is

devising ways to utilize coal-ash that has been a major
source of air and water pollution.

• Barauni refinery of IOC is taken steps for restricting air

and water pollutants.

10
Green Marketing : Still
not so effective

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• There is very less uptake of solar batteries and
equipments (cooker etc).
• Recently launched Samsung solar mobile Guru
is not finding foot in market due to
inconvenience in solar charging.
• Battery operated LG TV failed in Indian market
due to poor sound quality.
• Very less consumption of CFL bulbs due to its
high cost.
• Consumption of plastic bags is very high in
both rural and urban sectors.
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Causes behind the failure of Green
Marketing:
• Costly.
• Lack of awareness.
• Requires a technology, which requires huge
investment in R & D.
• Majority of the consumers are not willing to
pay a premium for green products.

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Our Efforts towards a better environment

• Less use of polythene

• Less use of mobile phone
• Crush plastic bottle after use
• Use disposable items
• Save water 
• Save fuel
• Avoid smoking
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Mobile Marketing

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 What is Mobile Marketing?
• Mobile marketing is the most growing marketing
strategy these days to promote brands, business,
services and organization. Mobile marketing come
in focus in recent few years, especially due to fast
growing mobile phone uses across the world.

Today all top brands and organization are using mobile

marketing campaigns to promote their products.

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 Why Mobile Marketing?
• More than 240 M mobile subscribers in the US,
and over 2 B worldwide.

• Currently, one-third of humankind has Mobile

Internet access, which is twice as many as the
number of Internet-connected PCs

• Mobile advertising spending will increase to

$14B in 2011, up from $1.5B

• Average response rate for mobile campaigns

reach beyond 15%

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 Mobile Marketing Advantages

• 1. Anytime, anywhere communication that is

direct and immediate

Draw for World Cup tickets every ninety

minutes

Fans enter contest by texting code from the

top of their Coke

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 Mobile Marketing Advantages
• 2. Can be targeted to particular audience
groups based on age, profession or gender

SMS and Win Campaign for McDonalds Italy

Boost Mobile provides branded wireless

content and phone services to the youth
market

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 Mobile Marketing Advantages
3. Cost effective-

Instead of sending individual letters or

brochures to their customers, companies can
choose to send bulk SMS messages to
thousands of customers at a fraction of the
price.

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  Types of Mobile marketing-

• Short Message Service

• Multimedia Messaging Service

• Wireless Application Protocol

• Voice Marketing

• Mobile Banner Ads

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 Short Message Service (SMS)
• SMS, often called text messaging, is a means of
sending short messages (up to 136 characters in
Canada) to and from mobile phones

• The only wireless data medium that has the ability to

work across networks, countries and handsets

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 Multimedia Messaging Service (MMS)

• MMS is a standard that allows sending messages that include

multimedia objects (images, audio, video, rich text)

• Problems with latency, different content standards across

phones and carriers

23
 Wireless Application Protocol (WAP)
• WAP is an open international standard that enables
access to the Internet from a mobile phone.

• A WAP browser provides all of the basic services of a

computer-based web browser but simplified to operate
within the restrictions of a mobile phone.

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 Voice Marketing -

• Voice broadcasting calls numbers from a

computer managed list and plays a pre-
recorded message to the customer

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 Mobile Banner Ads

• Like standard banner ads for desktop web

pages but smaller to fit on mobile screens and
run on the mobile content network.

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Mobile Marketing also helps in:

• Updating daily news

• Recharging mobile phones
• Booking of railway tickets/airlines/movies
• Bank account status

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Direct Marketing

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• Direct marketing is a form of advertisinng that
reaches its audience without using traditional
formal channels of advertising, such as TV,
newspapers or radio. Businesses communicate
straight to the consumer with advertising
techniques such as fliers, catalogue
distribution, promotional letters, and street
advertising.

29
 HISTORY OF DIRECT MARKETING
• FIRST USE IN 1967 by Lester Wunderman .
• who pioneered direct marketing techniques
with brands such as American Express and
Columbia Records
• Direct marketing's history in Europe can be
traced to the 15th century.

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CHANNELS OF DIRECT MARKETING

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CHANNELS OF DIRECT MARKETING

• DIRECT MAIL
– Direct mail includes advertising circulars,
catalogs, free trial CDs, pre-approved credit card
applications.

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CHANNELS OF DIRECT MARKETING

• EMAIL MARKETING.
• DOOR-TO-DOOR LEAFLET MARKETING.
• VOICEMAIL MARKETING.

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SOCIAL NETWORKING

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BLOGS

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SEARCH ENGINES

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CATALOGUE

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 DOOR-TO-DOOR LEAFLET MARKETING

– used extensively by the fast food chains.

– Business to consumer business model.

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39
DIRECT MARKETING ASSOCIATIONS
• National trade organizations that seek to
advance all forms of direct marketing.
• International Federation of Direct Marketing
Associations
– 23 direct marketing trade associations from five
continents established an International Federation
of Direct Marketing Associations. Founded in
1989.

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 THE PURPOSES OF DIRECT MARKETING
ASSOCIATIONS
• Promoting direct marketing techniques and companies
to consumers.
• Fighting negative images of the direct marketing industry.
• Providing training and professional development
opportunities to marketers.
• Conducting industry research.
• Hosting networking conferences for marketers.
• Promoting direct marketing, informing consumers of the
safeguards that exist, and promoting the DMA as their
protector, contact point and regulator.

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 Controversy
• Direct Marketing Associations have attracted
controversy, as people believe they aim to promote spam
and to defend junk mail and unsolicited telemarketing,
which many consumers find irritating and intrusive.
• Consumers’ attitudes toward direct marketing
– Researchers have suggested that attitudes toward the three
elements of direct marketing such as source, mode, and
response channel, play a significant role in influencing
consumers’ intentions to purchase directly marketed products.
– Syed H. Akhter and Srinivas Durvasula
– Marquette University

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 DIRECT MARKETING’S BENEFIT
• LOW COST
• BECOME INDEPENDENT
• Direct Marketers don’t eliminate the middleman - they
become the middleman
• FLEXIBLE TARGET
• MULTIPLE USER
• COST EFFECTIVENESS
• EASE OF MANAGEMENT
• RAPID DELIVERY
• TESTING CAPABILITY
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HOW IS DIRECT MARKETING DIFFERENT
FROM TRADITIONAL MARKETING
TRADITIONAL MARKETING
• Sells product in future
• Creates markets and brand
names
• Changes or instructs future
behavior
• Is emotional and broad
• Primarily based on image
and feeling
• Creates future sales and
awareness
DIRECT MARKETING
• Sells product or service now
• Creates immediate revenue
• Models existing behavior
and turns it into a  sale
• Is specific and factual
• Highly functional with only
the end sale in mind
• Creates immediate
customers and cash flow
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COMPANY WHO ARE INTO DIRECT MARKETING

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E-Commerce Marketing

Ecommerce (e-commerce) or electronic

commerce is defined as purchasing,
selling, and exchanging of goods and
services over computer networks (such
as the Internet).
 E-MARKETING
Electronic marketing refers to the application
of marketing principles and techniques via
electronic media and more specifically the
Internet
• Ecommerce are divided into below
mentioned cateogories.

• B2B(Business 2 Business)
• B2C(Business 2 Consumer)
• C2B(Consumer 2 Business)
• C2C(Consumer 2 Consumer)
 Business 2 Business

This is e-commerce between various

businesses. The exchange of products, services,
or information between businesses on the
internet is defined as B2B E-commerce.

For ex-Companies doing business with each

other such as manufacturers selling to
distributors and wholesalers selling to retailers.
• B2B is the selling and purchasing between
companies, wholesale rather than retail.
• B2B involves widening the circle of suppliers (for
safety and competition), and of centralizing control
(for records and discounts).
• Some sites involving B2B marketing:
www. free market. com,
www. chemdex.com,
indiamarkets.com
 Business 2 Consumer

• B2C refers to exchange between business and

consumers.
• B2C include services such as online banking, travel
services, real estate, health services,insurance and
other services.
• Businesses selling to the general public typically
through catalogs utilizing shopping cart software.
• Eg- amazon.com,yahoo.com,www.indiabook.com.
B2C E-commerce include:-
• Manufacturers-to sell and retail the business
buyers.
• Distributors-to take orders from the merchants
they supply.
• Publishers-to sell subscriptions and books.
• Entertainment Firms-to promote new products
and sell copies.
• Insurance Firms-online rate quotes and
premium payments have made it easier for this
industry to attract and retain customers.
 Customer to Customer Marketing

C2C ecommerce involves exchanging

transactions between and among consumers.
These exchanges may or may not include the Third
party involvement as in the case of auction exchange.
There are many sites offering free classifieds, auctions,
and forums where individuals can buy and sell thanks
to online payment systems like Pay Pal where people
can send and receive money online with ease.
eBay's auction service is a great example of where
person-to-person transactions take place everyday .
 Consumer to Business

• Consumer to Business is a growing arena where the

consumer requests a specific service from the business.
• Example: Harry is planning a holiday in Darwin. He
requires a flight in the first week of December and is
only willing to pay $250. Harry places a submission with
in a web based C2B facility. Dodgy Brothers Airways
accesses the facility and sees Harry's submission. Due to
it being a slow period, the airline offers Harry a return
fare for $250.
Some other Kinds of E-commerce:

• G2G (Government-to-Government)
• G2E (Government-to-Employee)
• G2B (Government-to-Business)
• B2G (Business-to-Government)
• G2C (Government-to-Citizen)
• C2G (Citizen-to-Government)
 Advantages of E-Commerce
• Catalogue flexiblity and online fast updating.
• Shrinks the competition gap
• Open for 24 hours
• Enables individual to work from home.
• Lower cost of doing business
• No middlemen
• Expand customer reach or geographical
• Potential to increase the sale of the company
• Potential to increase company profit
• Easy way to compare and shop
• Knowledge market
Disadvantages
1.Internet not touched the great number of people.

2.Not suitable for perishable goods like foods item.

3.Lot of phone calls and e mail may be required to get the

product

4.Returning of product and getting a refund can be a problem.

5. Security risk

6.Customer relation problem

7.Time taking
E-COMMERCE EXAMPLES

• An individual purchases a book on the Internet.

• A government employee reserves a hotel room over
the Internet.
• A business buys office supplies on-line or through an
electronic auction.
• An individual withdraws funds from an automatic
teller machine (ATM).
Thankyou

59
 Slides
• 1 -14 - Shradha Jain
• 15 – 27 - Nitin Gupta
• 28 – 45 - Ajay Prasad
• 46 – 58 - Jeetesh Sharma

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