Marketing Myopia

BY

ENGROZZ

What?????

• First introduced -Theodore Levitt• Narrow minded approach - marketing a

product• Also known as marketing short sightedness• Focus from customer to product • Mass production

Examples from Indian Market

Tata Sierra:• First Passenger car -

Telco(TATA Motors).• Brand came too early• Classic case- marketing

myopia.• Failed - steep price &

quality issue.• Didn’t appeal - value

proposition of consumer.

Kelvinator:• Parent Company -

Electrolux• Killed - sheer negligence -

marketing myopia• Disaster -Whirlpool

acquired in 1996.• Came back - Electrolux -

1997• Brand killed - 2005

Examples from Indian MarketHarrison Locks:• Market leader - locks • Case of marketing myopia• Poor Advertisement• Continued - company

enters new domains.• India’s - security solutions

provider.

LML VESPA:• India - collaboration - Bajaj

Auto• Failed - LML entered

motorcycles.• Failed - sweeping changes

in twowheeler market.• Example- marketing

myopia

Examples from Indian Market

Carona:• Was Heritage brand & second largest footwear company.• Couldn’t withstand competition after 1991• Was stiff competitor to BATA• Failed when introduced PUMA • Went out due to mismanagement

CONCLUSION

PROS • Mass Production• Product oriented• Exhorted CEO’s –

reexamine their corporate vision

CONS• Focus on firms’ needs and

wants• Self centered firms – fail to

adjust

& Thank You