MARKETING

MYOPIA
Presented By
Maryam Rana & Ghullam Mustafa
Click icon to add picture

Marketing Myopia is a theory that states that the companies focus

on their needs and short term growth strategies. They neglect the
needs and wants of their customers and thus, fail as a result

Definition
Click icon to add picture
 A narrow minded approach to a marketing situation where short range

goals are considered.

 Businesses are busy selling what they have instead of improving it based

on what their customers tell them.

 Market votes with its wallet and will force anyone out of business who

doesn’t meet its needs.

Understanding the concept

Click icon to add picture
 More focus on selling rather than building relationships with the

customer
 Believe that there is no competitive substitutes

 Mass produced – not concentrating on the need of the customer

 Not considering the changing customer lifestyle in digital age

Causes
Click icon to add picture
 Kodak lost much of its share to Sony cameras when digital cameras

boomed and Kodak didn’t plan for it.

 Nokia losing its marketing share to android and IOS.

 Hollywood didn’t even tap the television market as it was focused just on

movies
 Yahoo (worth $100 billion dollars in 2000) lost to Google and was bought

by Verizon at approx. $5 billion (2016)

Examples
Click icon to add picture
 Green marketing must satisfy two objectives
only improved environment and satisfaction
 For example: Greenhearts phones launched by
Sony Ericsson in 2009

Green marketing myopia

Click icon to add picture
 Kodak film camera: fell prey to
marketing myopia
 Sony digital camera invaded the
market which was roaring success

Example 1 - Kodak
Click icon to add picture

Now it was the turn of sony (Sony

Walkman) as Apple introduced an
innovative project which was a
huge success

Example 2 - Sony
Click icon to add picture
 Frankfinn - India’s no.1 Air hostess training institute
 Hit hard by slow growth in Indian airlines industry

 Trying to portray as India’s best

hospitality trainer

Example 3 - frankfinn
Click icon to add picture
 Solution centric focus
 Customer centric
 Marketing is not only about selling
 Aware of substitution to the industry
 Disruptive innovation

Avoid myopia
Click icon to add picture

 Diversification into other markets

Why Pepsi isn’t suffering from myopia

Click icon to add picture
 To ensure continued growth for the company,
concentrate on meeting customer’s need rather then
selling product.
 It’s good if the business organisation is suffering
hypermetropia rather then myopia.

Conclusion
Click icon to add picture

Thankyou 