Definition-De marketing is the concept which means reducing the demand of product & Discourage the customer to purchase (Levly and Kotler…. Yes..Demarketing)
As competition is large in market and Customer is always wants to change from one product to other product, its not simple to change their mind in Stipulated Time Period….
Need of De-Marketing
•MAINTAIN SUPPLY AND DEMAND PARALLEL•LONG TERM OBJECTIVE •MAINTAIN QUALITY OF PRODUCT•MAXIMIZE THE PROFIT IN MARKET•SUBSTITUTE DEMAND ANALYSIS•PROPER MARKET SEGMENTATION•DISCOURAGE MARKETING MYOPIA •PROPER DECISION MAKING AND MARKETING MIX
PROFIT OF DEMARETING
CUSTOMERSUSTAINABILITY
PRICE STABILITY& BUDGETPROFIT AND SALES
WELL TRAINED AND ETHICAL PROMOTION
COMPETITOR ADVANTAGES
SUPPLIERSSATISFCTION
CASE STUDY OF ESCORT YAMAHA
Escort and Yamaha are Joint together in 1980 and they made miracles By their Products
This is one brand in India Who is not only Satisfied the customer & a great brand in India
Even this is the monopoly Brand in India who provides the Bike to Family
This is one and Only Bike maker in India during 1970-80
Why DemarketingPetrol and 2-T version is out dated
2 Stroke is making Pollution through out the environment
Competitor is stylish and making Comfortable bikes
The View of Consumers are being Changed
Hero Honda CD-100 & Bajaj 4-S Champions are Lunched
Better User friendly and No Starting Problems
The Demarketing made by YamahaYamaha Again Demarked its product
For Making Quality Product
Pricing Stability against the competitor
Technological Up gradation
New Product development
Better Substitute Management
AFTER DE MARKETING YAMAHA LUNCHED THE
PRODUCTS
The Marketing Concept Behind this De-Marketing-
Product-
The Yamaha Lunched the Product against the Sports Bike Like Bajaj Pulser and Hero Honda Karizma ZMRWith Excellent Feature and Quality of Product
Promotion
Yamaha Using the Dhoom Concept and Making the Brand Ambassador John Ibrahim
Its Change the consumer mind and Attract the person towards the Brand
Challenges in DemarketingDecision may be hampered due to change is PESTLE Analysis
Marketing Mix Decision may be changed due to Segmentation Factor
Consumer me attract and use other brands
Pricing stability is not properly measured
Some time Product should me changed in whole
Time taking and Cost is depend on decision
THANK YOU