Changing Trends in Marketing

8/7/2019 Changing Trends in Marketing

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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 customers needs and wants, thereis a shift from a traditional marketing

approach to many new approaches.

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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.

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In recent years the term green or eco marketing

have come to prominence and reflect a

growing concern at all levels of the impact ofthe 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 naturalenvironment.

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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TATA GROUP OF COMPANIES

Tata Steel aims to reduce carbon dioxide emissions at itsJamshedpur plant.

Tata Motors is setting up an eco-friendly showroom usingnatural building material for its flooring and energyefficient lights.

The Taj chain, is in the process of creating eco roomswhich will have energy-efficient mini bars, organic bedlinen and napkins made fromrecycled paper.

One of the most interesting innovations has come in theform of a biogas based power plant at Taj Green Cove inKovalam, which uses the waste generated at the hotel tomeet its cooking requirements.

Launched a low-cost water purifier made from naturalingredients.

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Mc Donalds have stopped packing

their products and beverages intoPolystyrene containers and use

products which are either bio-

degradable or made out from recycledpaper(Napkins etc)

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Nokia adopted a strategy of recycling old, destroyedphones. During this they also planted several trees.

Coca-Cola pumped syrup directly from tank insteadof plastic which saved 68 million pound/year.

Badarpur Thermal Power station ofNTPC in Delhi isdevising ways to utilize coal-ash that has been amajor source of air and water pollution.

Barauni refinery of IOC is taken steps for restrictingair and water pollutants.

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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 toinconvenience in solar charging.

Battery operated LG TV failed in Indian marketdue 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 ofGreen

Marketing:

Costly.

Lack of awareness.

Requires a technology, which requires hugeinvestment 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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Mobile marketing is the most growing marketingstrategy these days to promote brands, business,services and organization. Mobile marketing

come in focus in recent few years, especially dueto fast growing mobile phone uses across theworld.

What is Mobile Marketing?

Today all top brands and organization are using mobilemarketing campaigns to promote their products.

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More than 240 M mobile subscribers in the US,and over 2B worldwide.

Currently, one-third of humankind has MobileInternet access, which is twice as many as thenumber of Internet-connected PCs

Mobile advertising spending will increase to$14B in 2011, up from $1.5B

Average response rate for mobile campaignsreach beyond 15%

Why Mobile Marketing?

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1. Anytime, anywhere communication that is

direct and immediate

Mobile Marketing Advantages

Draw for World Cup tickets every ninetyminutes

Fans enter contest by texting code from thetop of their Coke

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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 youthmarket

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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.


3. Cost effective-

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Short Message Service

Multimedia Messaging Service

Wireless Application Protocol

Voice Marketing

Mobile Banner Ads

` Types of Mobile marketing-

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SMS, often called text messaging, is a means ofsending short messages (up to 136 characters inCanada) to and from mobile phones

The only wireless data medium that has the ability towork across networks, countries and handsets

Short Message Service (SMS)

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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

Multimedia Messaging Service (MMS)

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WAP is an open international standard that enablesaccess to the Internet from a mobile phone.

A WAP browser provides all of the basic services of acomputer-based web browser but simplified to operatewithin the restrictions of a mobile phone.

Wireless Application Protocol (WAP)

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Voice broadcasting calls numbers from a

computer managed list and plays a pre-

recorded message to the customer

Voice Marketing -

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Like standard banner ads for desktop web

pages but smaller to fit on mobile screens and

run on the mobile content network.

Mobile Banner Ads

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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 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 streetadvertising.

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HISTORY OF DIRECT MARKETING

FIRST USE IN 1967 by Lester Wunderman .

who pioneered direct marketing techniques

with brands such as American Express andColumbia 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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DIRECT MARKETING ASSOCIATIONS

National trade organizations that seek to

advance all forms of direct marketing.

International Federation of Direct MarketingAssociations

23 direct marketing trade associations from five

continents established an International Federation

of Direct Marketing Associations. Founded in1989.

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THE PURPOSES OF DIRECT

MARKETING ASSOCIATIONS

Promoting direct marketing techniques and companiesto consumers.

Fighting negative images of the direct marketingindustry.

Providing training and professional developmentopportunities to marketers.

Conducting industry research.

Hosting networking conferences for marketers.

Promoting direct marketing, informing consumers ofthe safeguards that exist, and promoting the DMA astheir protector, contact point and regulator.

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Controversy Direct Marketing Associations have attracted

controversy, as people believe they aim to promotespam and to defend junk mail and unsolicitedtelemarketing, which many consumers find irritating

and intrusive. Consumers attitudes toward direct marketing

Researchers have suggested that attitudes toward thethree elements of direct marketing such as source, mode,and response channel, play a significant role in influencing

consumers intentions to purchase directly marketedproducts.

Syed H. Akhter and Srinivas Durvasula

Marquette University

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DIRECT MARKETINGS BENEFIT

LOW COST

BECOME INDEPENDENT

Direct Marketers dont 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 andawareness

DIRECT MARKETING

Sells product or servicenow

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 immediatecustomers 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 andservices over computer networks (such

as the Internet).


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E-MARKETING

Electronic marketing refers to the application

of marketing principles and techniques via

electronic media and more specifically the

Internet


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Business 2 Business

This is e-commerce between variousbusinesses. The exchange of products,services, or information between businesseson the internet is defined as B2B E-commerce.

y For ex-Companies doing business with each

other such as manufacturers selling todistributors and wholesalers selling toretailers.


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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


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Business 2 Consumer

B2C refers to exchange between business andconsumers.

B2C include services such as online banking, travel

services, real estate, health services,insurance andother services.

Businesses selling to the general public typicallythrough catalogs utilizing shopping cart software.

Eg- amazon.com,yahoo.com,www.indiabook.com.


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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 thisindustry to attract and retain customers.


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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 thanksto online payment systems like Pay Pal where peoplecan send and receive money online with ease.

eBay's auction service is a great example of whereperson-to-person transactions take place everyday .


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Consumer to Business

Consumer to Business is a growing arena where theconsumer 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 isonly willing to pay $250. Harry places a submission within a web based C2B facility. Dodgy Brothers Airwaysaccesses the facility and sees Harry's submission. Due toit being a slow period, the airline offers Harry a return

fare for $25

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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)


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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


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Disadvantages1.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 theproduct

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

5. Security risk

6.Customer relation problem

7.Time taking


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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 anelectronic auction.

An individual withdraws funds from an automatic

teller machine (ATM).


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Slides

1 -14 - Shradha Jain

15 27 - Nitin Gupta

28

45- Ajay Prasad

46 58 - Jeetesh Sharma

Documents

Changing Trends in Marketing