Sarang paradigm shifts in marketing

Paradigm Shifts in MarketingParadigm Shifts in Marketing Compiled by

S Bh lSarang BholaKBPIMSR, Satara

“Business enterprise has two and only two basic f ti M k ti d I ti ” P t D kfunctions: Marketing and Innovation”. - Peter Drucker

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Paradigm Shifts in Marketing

Agendah b f id• Fortune at the bottom of pyramid

• Green Marketing • Technology brings changes• E‐Marketing • Social sites and marketing• Customer services• Customization• Consumerism • Economic reforms and marketing.

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Fortune at the bottom of pyramidRural Marketing

• What C.K.Pralhad has to say on this ………..y

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Indian Income Pyramid

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• Consumer behaviour in Rural India has attracted a lot ofdiscussion and theories, but there has been no holistic andstructured framework within which to understand it and use itfor marketing decision makingfor marketing decision making.

‐ ‐ Rama Bijapurkar

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Green Marketing 

• Green Marketingis the marketing of products that are presumed to beis the marketing of products that are presumed to beenvironmentally safeThus green marketing incorporates a broad range of activities,including product modification, changes to the productionprocess, packaging changes, as well as modifying advertising

• Sustainable business or green businessSustainable business, or green business• Society may fight against businesses which spreads the

pollution and distracts natural resources• Green Person .

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Technology brings changescompetition comes from product and technologytechnological developments cause product development. 

• Customization : Colour shades by machines , Vehicle interiors 

• Smaller PLC, product forms, Brands, p ,

• Dispense through vending machines

• CRM .

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E‐Marketing • Web based marketing – virtual marketing 

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Social Sites and MarketingSocial Sites and Marketingrelationship marketing

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Customer Services• Standardization in product leads to differentiation in services.

• Keeping product differentiation seems difficult duestandardization in technologystandardization in technology.

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Customer Services contiCustomer Services conti….

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ConsumerismConsumerism 

Consumerism is a social and economic order that encouragesConsumerism is a social and economic order that encouragesthe purchase of goods and services in ever‐greater amounts

Reforms of government/NGOs leads to empowermentReforms of government/NGOs  leads to empowermentChanging socio economic status  ‐Middle income group (urban and rural) Gap between urban and rural is bridging. 

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Economic reforms and marketingEconomic reforms and marketing

• Retail marketing : Demographic Dividend and 100% FDI

Wal‐Mart , KFC Chicken outlets

d k• Education marketing :

Liberal policy for professional education, foreign universitiesin India, more national institution – IIM, IIT, Central Universityin India, more national institution IIM, IIT, Central Universitybrings competitiveness.

• Tourism

• Shopping festivals..

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Discussion Reach out ……[email protected]

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