MARKETING MANAGEMENT

BBA2005
MODULE I
Dr. Saba Inamdar
Assistant Professor & HOD In Charge
SOC&E
Unit 1: INTRODUCTION TO MARKETING MANAGEMENT
(10 sessions) (Remember)

Meaning & Definition of Marketing,

Core concept of Marketing, Scope of Marketing
Difference between Marketing & Selling-
History of Marketing- Evolution of marketing
Process of Marketing-Approaches to Marketing- Functions
of Marketing –
Contemporary Marketing Practices Post Covid- E
Marketing-, E- business, Green Marketing, Green
Marketing myopia, , Social marketing, Societal marketing.

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 Text Books and Reference Books
Text Books
•T1 - Kotler, P and Keller, k. (2015). Marketing
Management: A south Asian perspective. Person
Publisher.
•Essential Reading/ Recommended Reading:
•R 2 - Ramaswamy and Namakumari (2018), Marketing
Management, Global Perspective, Indian Context.
McGraw Hill, Sixth
•R3 - Karunakaran, K (2010). Marketing Management.
HPH edition.

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Reference Articles
Presidency University link
• L1 : Lane, E. (2012). Green Marketing Goes Negative: The Advent of
Reverse Greenwashing. European Journal of Risk Regulation, 3(4),
582-588. doi:10.1017/S1867299X00002506
• [Link]
k-regulation/article/abs/green-marketing-goes-negative-the-advent
-of-reverse-greenwashing/B413E8406151C8340665CB2FA50991E
B

• L2: J. Haverila, M. (2013), "Market segmentation in the cell phone

market among adolescents and young adults",
Asia Pacific Journal of Marketing and Logistics, Vol. 25 No. 3, pp. 346-
368. [Link]
• [Link]
/doi/10.1108/APJML-07-2012-0064/full/html

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YouTube link
• [Link]
• [Link]
• [Link] (FMCG marketing strategy)
• [Link] (Zomato business and marketing
strategy)
• [Link] (Nike marketing campaign)
• [Link] (Marketing strategy of Marlboro)
• [Link] (Royal Enfiled marketing strategy)
• [Link] (MTR response to economic downturn)
• [Link] (Selling case study – Amway marketing
strategy)

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6
Meaning of Marketing
Marketing is the process of getting potential clients or
customers interested in your products and services. The
keyword in this definition is "process." Marketing
involves researching, promoting, selling, and
distributing your products or services.
The Chartered Institute of Marketing defines Marketing as
- “Marketing is the management process for identifying,
anticipating & satisfying customer requirements profitably.”

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Definition of Marketing,

AMA
•American Marketing Association – “It is the
process of planning & executing the conception,
pricing, promotion & distribution of ideas, goods &
services to create exchange that satisfy individual
& organizational goals”

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Peter Drucker

• There will always, one can assume, be need for

some selling. But the aim of marketing is to make
selling superfluous. The aim is to know and
understand the customers well that the product or
service fits him and sells itself. Ideally, marketing
should result in a customer who is ready to buy. All
that should be needed then is to make the product
or service available

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A simple Marketing system

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 Philip Kotler
• “Marketing is a societal process by which individuals and
groups obtain what they need and want through creating,
offering and freely exchanging products and services of
value with others”.
• Marketing is the science and art of exploring, creating,
and delivering value to satisfy the needs of a target
market at a profit. Marketing identifies unfulfilled needs
and desires. It defines, measures and quantifies the size
of the identified market and the profit potential. It
pinpoints which segments the company is capable of
serving best and it designs and promotes the appropriate
products and services.

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Marketing In the New Economy -

A substantial increase in purchasing power.

A greater variety of available goods and services.
A great amount of information about everything.
A great ease in interacting and placing orders.
An ability to compare notes on products and
services.

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Today’s companies also have new capabilities
Ability to operate powerful information and sales channels.
Ability to collect fuller and richer information about markets,
customers, prospects, and competitors.
 Faster internal communication amongst employees.
Two way communication with customers and prospects.
Send ads, coupons, samples, and information to customers.
Customize offerings and services to individual customers.
Improved, purchasing, recruiting, training.
Improved external communication.
Improved logistics and service quality

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Core concepts of Marketing

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Concept of Marketing Management

• According to theorist, Rustom S. Davar,

• The term ‘marketing management’ means the discovering of
the consumers’ needs, converting them into the products or
services and the activity of transforming the product or
service to the ultimate consumer.
• According to Kotler, “Marketing is a social and managerial
process by which individuals and groups obtain what they
need and want through creating and exchanging products
and value with others” (Kotler et al, 2015).

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Contd..

Needs: States of felt deprivation.

•” is the basic human requirements like shelter, clothe, food, water, etc.
•Items without which life is difficult.
Wants: The form of human needs shaped by culture and individual
personality.
•Any thing a person want to have.
•Wants aren’t permanent and it regularly changes. Wants aren’t essential
for humans to survive.. For instance, iPhone, CD player, big screen TV,
satellite.

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Contd..
Demands: Wants accompanied by buying power.
Any need or want for which we have the cash to pay and buy that
product or service.
•Any need or want for which we have the cash to pay and buy that
product or service.
•Though, the prices are really different. The Samsung’s phone costs
$700 and the Apple’s iPhone $780.
•We’d prefer to purchase the Apple product, but the question is, can we?

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Contd..
• Market Offerings: Some combination of products, services,
information, or experiences offered to a market to satisfy a need or
want.
• Products:- According to Philip Kotler:- “ A Product is a bundle of
physical services and symbolic particulars expected to yield
satisfaction or benefits to the buyer.” Total offering-
• Value Proposition:- “A set of promised to the
consumers to satisfy their needs.”
Value can be seen as primarily a combination
Of quality, service and price called the customer
Value triad.

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Contd..
• Exchange:- Is the core concept of marketing, is the process of
obtaining a desired product from someone by offering something in
return.
• transaction is a trade of values between two or more parties:
• Market:- The set of all actual and potential buyers of a product or
service. Or
• Market is a place with people or organization with a need to satisfy,
money to spend and willingness to spend on product and service.
• Value and Satisfaction:- The product or offering will be
successful if it delivers value and satisfaction to the target buyer.
value is a ratio between what the customer gets and what he gives.
The customer gets benefits and assumes costs,

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Contd..

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 Scope of Marketing
• Marketing is seen as a task of creating , promoting and delivering
goods and services to customers and businesses. Marketing people
are involved in 10 types of entity.
(1) Goods
(2) Services
(3)Experiences
(4)Events
(5)Person
(6)Place
(7) Properties
(8) Organisation
(9) Information
(10) Ideas

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 Scope of Marketing Contd..
• Goods:-Physical goods constitute the bulk of most countries’
production and marketing effort. The United States produces and
markets billions of physical goods, from eggs to steel to hair dryers. In
developing nations, goods— particularly food, commodities, clothing,
and housing—are the mainstay of the economy.
• Services:- As economies advance, a growing proportion of their
activities are focused on the production of services. The U.S. economy
today consists of a 70–30% services-to-goods mix. Services include
airlines, hotels, and maintenance and repair people, as well as
professionals such as accountants, lawyers, engineers, and doctors.
Many market offerings consist of a variable mix of goods and services.
• Services sector contributes over 50-53% to India's GDP.

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 Scope of Marketing Contd..
• Experiences. By orchestrating several services and goods, one can
create, stage, and market experiences. Walt Disney World’s Magic
Kingdom is an experience; so is the Hard Rock Cafe.
• Events. Marketers promote time-based events, such as the Olympics,
trade shows, sports events, and artistic performances.
• Persons. Celebrity marketing has become a major business. Artists,
musicians, CEOs, physicians, high-profile lawyers and financiers, and
other professionals draw help from celebrity marketers.
• Places. Cities, states, regions, and nations compete to attract tourists,
factories, company headquarters, and new residents.5 Place marketers
include economic development specialists, real estate agents,
commercial banks, local business associations, and advertising and
public relations agencies

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 Scope of Marketing Contd..
• Properties. Properties are intangible rights of ownership of either real
property (real estate) or financial property (stocks and bonds).
Properties are bought and sold, and this occasions a marketing effort
by real estate agents (for real estate) and investment companies and
banks (for securities).
• Organizations. Organizations actively work to build a strong,
favorable image in the mind of their publics. Philips, the Dutch
electronics company, advertises with the tag line, “Let’s Make Things
Better.” The Body Shop and Ben & Jerry’s also gain attention by
promoting social causes. Universities, museums, and performing arts
organizations boost their public images to compete more successfully
for audiences and funds.

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Scope of Marketing Contd..
• Information. The production, packaging, and distribution of
information is one of society’s major industries.6 Among the
marketers of information are schools and universities;
publishers of encyclopedias, nonfiction books, and
specialized magazines; makers of CDs; and Internet Web
sites.
• Ideas. Every market offering has a basic idea at its core. In
essence, products and services are platforms for delivering
some idea or benefit to satisfy a core need.

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Selling vs. Marketing

• In the word of Edward G. Koch :-The difference between

selling and marketing is more than Semantic exercise.
Selling focuses on the needs of the seller, marketing on the
needs of purchasers . Selling means moving products while
marketing means obtaining customers.

• “Marketing is a wide business activity and selling is one

of aspects of marketing function.”

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Marketing and Selling
Selling:- Marketing:-
•Selling is one function of Marketing •Marketing is the function of 4Ps
•Product enjoys supreme importance. •Customer enjoys unique
•Emphasis on corporate objective and importance
needs. •Emphasis is on customer needs
•Company oriented selling efforts •Market oriented selling efforts
•Goods are already produced and •Customer demands determines
management sells them on profit production.
through intensive advertisement •Marketing aims at long term
•Selling aims at short term objective as objective , It has philosophical
it is only a tactical and routine activity and Strategic implication.
•Top priority is given to sales volume •Top Priority is given to volume
maximization leading to profit of sales and Market share at fair
maximization prices and reasonable risk.

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EVOLUTION OF MARKETING
• Five orientations (philosophical concepts to the marketplace have
guided and continue to guide organizational activities:
• The Production Concept
• The Product Concept
• The Selling Concept
• The Marketing Concept
• The Societal Marketing Concept

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Production concept
• This concept is the oldest of the concepts in business. It holds that
consumers will prefer products that are widely available and
inexpensive.
• Managers focusing on this concept concentrate on achieving high
production efficiency, low costs, and mass distribution.
• They assume that consumers are primarily interested in product
availability and low prices being readily available and less about
specific product features.
• This orientation makes sense in developing countries, where
consumers are more interested in obtaining the product than in its
features.

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Example:-
• If we look back to history, there are many examples of the concept of
production. One such example was related to the Ford Motor
Company. The Ford Motor Company started producing cars at
economies of scale at the beginning of the twentieth century
believing that the more it produces, the more people will buy the
cars.
• A good example of the concept of production is the outsourcing of
services from one company to another for the reason that the
outsourcing company can save enough by letting the other company
do the task more efficiently. Apple Produces most of its iPhone in
Asia but sells them all over the world.

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The Product Concept
• This orientation holds that consumers will favour those products that
offer the most quality, performance, or innovative features. Some
customer prefer a product which is simpler and easy to use.
• Managers focusing on this concept concentrate on making superior
products and improving them over time. They assume that buyers
admire well-made products and can appraise quality and performance.
• A product concept is the description of a product and service, at the
early stage in the product life cycle. It is generated before any detail
design work is undertaken market analysis, customer experience,
strategic fit, product cost.
• However, these managers are sometimes caught up in a love affair
with their product and do not realize what the market needs.

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Highlights and cons.

• However, this concept can also be viewed in a negative light. Some

pointers include
• It seems to be a very narrow-minded approach, as the consumer is
now only focusing on how to improve the product. Various factors
like the environment, end consumers, and market demands are not
considered. The producer is in love with their product and is unable to
see the outside world.
• Product concept or marketing myopia also includes the situation
with which the producer is obsessed -

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Contd..

• It does not consider the end consumer's needs. A product might be

brilliantly developed, aesthetically packaged, in an affordable
range, and built with the latest technology and still fail. Consumers
will only buy a product that will satisfy their needs and will not buy
a product just because it is excellent. The product concept fails to
focus on the needs of the end consumer
• It emphasizes the short-term marketing goal rather than the thriving
long-term strategy.

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The Selling Concept
• This is another common business orientation. It holds that consumers
and businesses, if left alone, will ordinarily not buy enough of the
selling company‘s products.
• The organization must, therefore, undertake an aggressive selling and
promotion effort. This concept assumes that consumers typically
show buying inertia or resistance and must be coaxed into buying. It
also assumes that the company has a whole battery of effective
selling and promotional tools to stimulate more buying.
• Most firms practice the selling concept when they have overcapacity.
Their aim is sell what they make rather than make what the market
wants.

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Selling concept

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Marketing Concept
• This is a business philosophy that challenges the above three business
orientations. Its central tenets crystallized in the 1950s.
• It holds that the key to achieving its organizational goals (goals of the
selling company) consists of the company being more effective than
competitors in creating, delivering, and communicating customer
value to its selected target customers.
• The marketing concept rests on four pillars: target market, customer
needs, integrated marketing and profitability.

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Societal Marketing Concept
• This concept holds that the organization‘s task is to determine the
needs, wants, and interests of target markets and to deliver the desired
satisfactions more effectively and efficiently than competitors (this is
the original Marketing Concept).
• Additionally, it holds that this all must be done in a way that preserves
or enhances the consumer‘s and the society‘s well-being.

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Holistic marketing concept
• Philip Kotler and Kevin Lane Keller define this holistic approach as
follows: “A holistic marketing concept is based on the development,
design and implementation of marketing programs, processes and
activities that recognize the breadth and interdependencies.
• Holistic marketing is a marketing philosophy that believes ‘everything
matters’ and that a business cannot exist and excel in vacuum.
• This is an approach which proposes that marketing should be looked
from a broad and integrated perspective and not as an isolated
management function.
• For more details, please visit:
• • [Link]

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Components Characterizing
Holistic Marketing

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 Holistic marketing
. Internal marketing- ensuring everyone in the organization embraces
appropriate marketing principles, especially senior management.
2. Integrated marketing- ensuring that multiple means of creating,
delivering and communicating value are employed and combined in the
optimal manner.
3. Relationship marketing- having rich, multi-faceted relationships
with customers, channel members and other marketing partners.
4. Socially responsible marketing- understanding the ethical,
environmental, legal, and social effects of marketing.
•[Link]

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Internal Marketing
• To foster teamwork among all departments, the company must carry
out internal marketing as well as external marketing. External
marketing is marketing directed at people outside the company. In fact,
internal marketing must precede external marketing.

• Internal marketing is the task of hiring, training, and motivating able

employees who want to serve customers well.

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Integrated Marketing
• Integrated marketing takes place on two levels.

• First, the various marketing functions— sales force, advertising,

customer service, product management, marketing research
— must work together and must be coordinated from the
customer’s point of view.

• Second, marketing must be embraced by the other departments.

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Contd..
• Managers who believe the customer is the company’s only true
“profit centre” consider the traditional organization chart—a pyramid
with the CEO at the top, management in the middle, and front-line
people and customers at the bottom—obsolete. Master marketing
companies invert the chart, putting customers at the top.
• Next in importance are the front-line people who meet, serve, and
satisfy the customers; under them are the middle managers, who
support the front-line people so they can serve the customers; and at
the base is top management, whose job is to hire and support good
middle managers.

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Socially responsible marketing
• The ethical and social responsibility; Business success and continually
satisfying customers and other stakeholders are intimately tied to
adoption and implementation of high standards of business and
marketing conduct.

• The most admired companies abide by a code of serving people’s

interests, not only their own.

• The ethical and social responsibility review allows management to

determine how the firm is grappling with ethical issues and exhibiting
a “social conscience” in its business dealings

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Relationship Marketing
• Relationship marketing has the aim of building long term mutually
satisfying relations with key parties – customers, suppliers, and
distributors – in order to earn and maintain their long-term preference
and business.

• Relationship marketing builds strong economic, social and technical

ties among the parties.

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Marketing Process

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Marketing Process- [Link]
8wEQlO0

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Marketing Process

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CLV

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51
Functions of marketing

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Contd..
• Selling : Selling is the crux of marketing. It involves
convincing the prospective buyers to actually complete the
purchase of an article.
• It includes transfer of ownership of products to the buyer.
Selling plays a very vital part in realizing the ultimate aim of
earning profit. Selling is groomed by means of personal
selling, advertising, publicity and sales promotion.
• Effectiveness and efficiency in selling determines the
volume of the firm’s profits and profitability.

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Contd..
• Buying and Assembling : It deals with what to buy, of what
quality, how much from whom, when and at what price. People
in business purchase to increase sales or to decrease costs.
Purchasing agents are much tempted by quality, service and
price. The products that the retailers buy for resale are selected
as per the requirements and preferences of their customers.
• Assembling means buying necessary component parts and to fit
them together to make a product. ‘Assembly line’ marks a
production line made up of purely assembly functions. The
assembly operation includes the arrival of individual component
parts at the work place and issuing of these parts for assembling.

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Contd..
• Transportation : Transportation is the physical means
through which products are moved from the places where
they are produced to those places where they are needed for
consumption. It creates locational utility.
• Transportation is very important from the procurement of
raw material to the delivery of finished products to the
customer’s places. Transportation depends mainly on
railroads, trucks, waterways, pipelines and airways.

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Contd..
• Storage :
• It includes holding of products in proper, i.e.,
usable or saleable, condition from the time they are
produced until they are required by customers in
case of finished products or by the production
department in case of raw materials and stores.
• Storing protects the products from deterioration and
helps in carrying over surplus for future
consumption or usage in production.

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Contd.
• Standardization and Grading : Standardization means setting up of
certain standards or specifications for products based on the intrinsic
physical qualities of any item. This may include quantity like weight and
size or quality like color, shape, appearance, material, taste, sweetness etc.
A standard gives rise to uniformity of products.
• Grading means classification of standardized items into certain well
defined classes or groups. It includes the division of products into classes
made of units possessing similar features of size and quality.
• Grading is very essential for raw materials; agricultural products like
fruits and cereals; mining products like coal, iron and manganese and
forest products like timber

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Contd.
• Financing : Financing involves the application of the capital
to meet the financial requirements of agencies dealing with
various activities of marketing. The services to ensure the
credit and money needed and the costs of getting
merchandise into the hands of the final user are mostly
referred to as the finance function in marketing.
• Financing is required for the working capital and fixed
capital, which may be secured from three sources — owned
capital, bank loans and advance & trade credit. In other
words, different kinds of finances are short-term, medium-
term, and long-term finance.

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Contd..
• Risk Taking : Risk means loss due to some unforeseen
situations. Risk bearing in marketing means the financial
risk invested in the ownership of goods held for an
anticipated demand, including the possible losses because of
fall in prices and the losses from spoilage, depreciation,
obsolescence, fire and floods or any other loss that may
occur with the passage of time.
• They may also be due to decay, deterioration and accidents
or due to fluctuation in the prices induced by changes in
supply and demand. The different risks are usually termed as
place risk, time risk, physical risk, etc.

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Contd..
• Market Information : The importance of this
facilitating function of marketing has been recently
marked. The only sound foundation on which
marketing decisions depend is timely and correct
market information.
• The importance of this facilitating function of
marketing has been recently marked. The only
sound foundation on which marketing decisions
depend is timely and correct market information.

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Approaches to Marketing

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Contd..

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 Contd..
• Commodity Approach (also called Product approach) : This approach
studies marketing on the basis of “commodity”.
The marketing situation of each product is studied as regards to its sources of
supply, marketing organization and policies involvement of middlemen,
extent of market, etc.
This approach is also called as descriptive approach.
In this method, commodity serves as a focus around which other aspects of
marketing are studied.
Its main defect is that it is repetitive and time consuming.
Sometimes the classification of products also becomes difficult.
 Products of any nature e.g. agricultural products wheat, rice, maize, etc.,
industrial products like machine tools, lathe-machines, generators, oil engines,
etc., and any other products can be covered under this study. In practice, this
approach tends to be repetitive and time consuming.

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 Contd..
• Institutional Approach : Under this approach, the description and
analysis of the different institutions engaged in marketing are
undertaken.
Here we not only study products but also analyze the various functions
and activities of the producers, wholesalers, agents, retailers,
transporters, etc.
The different institutions serve as separate “cells” of the marketing
body and the functions performed by each cell form part of whole
marketing.
This approach is also considered defective as it fails to bring out
effectively the inter-relations of all the institutions.
In short, it can be said that this approach is applicable on various
types of marketing intermediaries.

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 Contd..
• Functional Approach : It splits down the field of marketing into
separate functions.
Specific functions are those concerned with buying, selling,
transportations, storage, standardization, grading, financing, risk
taking and marketing research etc.
This approach is definitely an improvement over the former ones but
not entirely free from defects.
Various marketing functions are buying, selling,
financing, transportation, banking, risk bearing, market
information etc.
By analyzing and studying every function in detail and
problems confronted in the performance of each
function, it is possible to understand marketing
properly.

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 Contd..
• Management Approach : It combines certain features of the other
earlier mentioned three approaches.
• The basis of this approach is that marketing is purely a management
function.
• However changes in marketing are brought about by two types of
factors i.e. controllable and uncontrollable.
• Controllable forces are those marketing forces which are within the
control of the firm. These internal factors are adjustments in prices,
advertising, personal selling, etc.
• Uncontrollable forces are those marketing forces which are beyond
the control of a business firm unless it is forecasted well in advance.
These are external environmental forces such as economic, social and
political forces.

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 Contd..
• Legal Approach : This approach is very narrow and it is a part of a
political environment as it concentrates only on one aspect i.e. the
effect of transfer of goods or title in a legal way.
• In India this aspect has a particular significance.
• There are many enactments past under legislation which regulates and
controls the entire business activities.
• In India, the marketing activities are largely controlled by Sales of
Goods Act, Carrier Act etc. The study is concentrated only on legal
aspects, leaving other important aspects. This does not give an idea of
marketing.
• This approach emphasizes only one aspect i.e., transfer of
ownership to buyer: It explains the regulatory aspect of
marketing.

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Contd..
• Economic Approach : Under this approach marketing is concerned
with creation of value demand, demand, supply and price.
• Such an approach is incapable of giving the complete idea of
marketing. Hence it requires market study from various points of
views.
• One has to analyze the market from the consumer’s point of view such
as their needs, taste, acceptability, purchasing power, etc.
• Also the business has to evaluate the product from the competitor’s
point of view, how their marketing strategies are, their approach to
customers; methods adopted, price policy, etc.
• It should try to understand its weaknesses, modify its strategies to pull
the customers by creating greater demand.
• It may be possible by improving the utility of the product or with
attractive and useful packaging and various other marketing gimmicks.

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Contemporary Marketing Practices
 e. Marketing:- (Electronic Marketing) are also known as Internet
Marketing, Web Marketing, Digital Marketing, or Online
Marketing. E-marketing is the process of marketing a product or
service using the Internet. eMarketing not only includes marketing on
the Internet, but also includes marketing done via e-mail and wireless
media.
A contemporary marketing strategies offers goods and services based
on what the target market desires, rather than what the company
wants them to have, hence offering greater support to their customers
and becoming able to take advantage of more advance marketing
funnels for tracking the progress

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Contemporary Marketing Practices –
Contd..

• Contemporary Marketing Approaches

Digital Marketing –involves the use of digital technologies in
presenting the product or. ...
E-Marketing or Online Marketing – utilizes they Internet to boost
promotional and. ...
Social Media Marketing – makes specific use of social networking
websites and.
[Link] digital marketing
tools vide

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 Contd.
• The Internet has brought many unique benefits to marketing,
one of which being lower costs for the distribution of
information and media to a global audience
• Internet marketing is sometimes considered to have a
broader scope because it not only refers to digital media such
as the Internet, e-mail, and wireless media; however, Internet
marketing also includes management of digital customer
data and electronic customer relationship management
(ECRM) systems.

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Contd.
• Benefits Of Web Marketing:- • Limitations of Web
Internet marketing ties together Marketing:- Internet marketing
creative and technical aspects of requires customers to use
the Internet, including design, newer technologies rather than
development, advertising, and traditional media
sale. • Low-speed Internet
• Internet marketing is relatively connections are another barrier
inexpensive when compared to • From the buyer's perspective,
the ratio of cost against the reach the inability of shoppers to
of the target audience. touch, smell, taste or "try on"
• Internet marketers also have the tangible goods before making
advantage of measuring statistics an online purchase can be
easily and inexpensively limiting.
• Security concerns

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GREEN MARKETING
• Green marketing is the marketing of products that are
presumed to be environmentally safe.
• Green marketing incorporates a broad range of activities,
including product modification, changes to the production
process, packaging changes, as well as modifying
advertising.
• Examples of Green Marketing:-
compact fluorescent light (CFL)
 Car sharing services
 Introduction of CNG in Delhi and many other cities
of India.

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BENEFITS OF GREEN MARKETING
• Stand out in the increasingly competitive environment
• Reduce the negative impact of production on the
environment;
• Save energy, reduce the use of natural resources and carbon
footprint;
• Produce recyclable products;
• Improve your credibility;
• Enter a new audience segment;
• Ensure long-term growth;
• Implement innovations;
• Obtain a higher revenue

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GREEN MARKETING IDEAS

• Use recycled materials

• Consider using bulk email service
• Upgrade your equipment and vehicles
• Highlight that your company is eco-friendly
• Invest in social media marketing
• Support environmental initiatives

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 EXAMPLES
• Starbucks – Solar energy, organic farming
• Apple – Macbook Air and Macbook mini
( Recycled aluminium )
• IKEA – IKEA developed furniture made from renewable materials,
such as bamboo, and is working to improve the recyclability of its
products.( net-zero-targets) ) In order to meet the 1.5°C global warming target in the
Paris Agreement, global carbon emissions should reach net zero around mid-century.

• Patagonia’s ( US based outdoor clothing-a designer

of outdoor clothing and gear for the silent sports) –
Common threads recycling program

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Green washing

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Contd.. Wrong with GREENWASHING
• Well intended consumers can be misled into purchases that do not
deliver on that environmental promise.
• Competitive pressure from illegitimate claims can take market share
away from legitimate products.
• Can lead to cynicism and doubt about all environmental claims.
• EXAMPLES:- McDonald’s introduced paper straws that turned out
to be non-recyclable
• Coca Cola life
[Link] (Web
link for examples on green washing)

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GREENVERTISING
• The focus is to promote the product around the premises of
environment or environmental situation.
• As more as environmental concerns are arising, companies sees an
opportunity to tap this concern into their favor. Hence comes the
Greenvertisng.
• Another cynical green washing move is to slap a green label on
something to make it appear more sustainable or healthy, as Coca-Cola
did with Coca cola life — that with 6.6% sugar was far from a healthy
drink. You’d probably get less Life if you drank a lot of it.

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Marketing Myopia
• The mistake of paying more attention to the specific products a
company offers than to the benefits and experiences produced by these
products.
• Marketing myopia is a situation when a company has a narrow-
minded marketing approach and it focuses mainly on only one aspect
out of many possible marketing attributes.
• A brand focusing on the development of high-quality products for
customers who disregard quality and only focus on the price is a
classic example of marketing myopia.

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REASONS
More focus on selling rather than building relationships with
the customers
Predicting growth without conducting proper research.
Mass production without knowing the demand.
Giving importance to just one aspect of the marketing
attributes without focusing on what customer actually wants.
Not changing with the dynamic consumer environment.

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EXAMPLES
• 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.
• Blackberry

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 SOCIAL MARKETING
• The beginning of the social marketing to an article published by
[Link] in the winter 1951-1952 edition of Public pinion Quarterly.
• Philip Kotler and Zaltman coined this term ‘Social Marketing’ defined
as “ the design , implementation and control of programs calculated to
influence the acceptability of social ideas and involving consideration
of product, planning pricing, communication, distribution and
marketing research.”
• It is a marketing function that is used by organization to commercially
spread a social message which can benefit to individuals and the
society by education the people and society about a social cause to
improve their well being.

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Process of social marketing
• Define program:- Based on analysis
• Identify actions that could reduce problem
• Identify potential audience marketing intervention
• Identify segment and target market
• Conduct root cause analysis (Ask Why?)
• Design appropriate strategy for 4Ps
• Deliver program and monitor
• Evaluate the program

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Example of social marketing
• Purpose of social marketing is Applying social marketing principles
leads to behaviour change projects that work, based on real insight into
people's lives and motivations.
• Social marketing campaigns such as:-
Government promotes for pulse polio vacation programs.
Ban on tobacco advertisement and ban of smoking in public places.
Lifebuoy’s Swasth Chetana
A five health and hygiene program by HUL.
Swiggy: “Voice of Hunger” Campaign

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Example
Flag Without Colors campaign, Birla utilized Indians’ emotional
attachment with their national flag. MP Birla
Cement is a popular cement brand by
Birla Corporation.
onePlus India: “#YourBestShot” Campaign:-
OnePlus India has successfully gained
more popularity through the use of
user-generated content. By hosting an
engaging competition, thousands of
photography enthusiasts took their
shot and joined using the staple hashtag.

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Hand washing with soap saves lives
• According to UNICEF, every 30 seconds a child somewhere in the
world dies from pneumonia or diarrhea. They are two of the top killers
of children, with over 1.2mn under 5 dying each year. the simple
practice of hand washing with soap is the single most cost-effective
intervention to prevent child deaths. It is proven to reduce diarrheal
disease by up to 45%1 and pneumonia by 23%2.

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SOCIETAL MARKETING - Evolution
• During 1960’s and 1970’s the unethical practices of many
companies became public. These concepts evolved from the
older concepts of CSR and Sustainable development and
implemented by several companies to improve their public image
through activities of customer and social welfare.
• According to societal marketing concept organizations have to
balance consumer satisfaction, company profit and long term
welfare of society.

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SOCIETAL MARKETING- contd..
• Area of application of societal
marketing • Benefits:-
• Environmental producing • It helps to build a better image of
biodegradable products, reduce the company.
emission of hazardous substance • Give s the competitive advantage
and proper disposal of wastes. over the competitors.
• Educational awareness creating • Useful in customer retention and
about various social issues long term relationship
through promotional campaign.
• Increases the sales and market
• Technological new innovative share.
products having unique features
may serve the customer’s as • Facilitate expansion and growth
well as whole society’s interest. in long term

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Example
• Toms shoes and Wayby Parker glasses:-
• Both of these companies offer products that benefit customers (i.e.,
stylish shoes and glasses at a reasonable price) and also give back to a
larger community in some way (TOMS donates a pair of shoes to
someone in need for every pair it sells, while Warby Parker donates
one pair of glasses to someone in need for every five pairs it sells).
• Adidas - Adidas is one of the top leading sportswear companies in
the world. When it comes to the environment, Adidas is committed
to manufacture its products that could be reused over and over
again.
[Link]
examples/#:~:text=Another%20difference%20is%20that
%20social,shoes%20and%20Warby%20Parker%20glasses.

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A SHOE FOR ME IS A SHOE FOR YOU: TOMS
SHOES
Blake Mycoskie started Toms Shoes on the
premise that for every pair of shoes sold,
one pair would be donated to a child in need.
This innovative idea resulted from a trip to
Argentina where Mycoskie saw an overwhelming
number of children without shoes.
Toms Shoes recognized that consumers want to
feel good about what they buy, and thus
directly tied the purchase with the donation.
In just four years, Toms Shoes has donated more than
400,000 shoes, evidence that consumers have clearly
embraced the cause.

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Distinction between Social and societal Marketing
• Societal marketing concept is evident when an organization
determines consumer needs and wants and then integrates all activities
in the firm to serve these needs while simultaneously enhancing
societal well being (McColl-Kennedy, Kiel, Lusch & Lusch, 1994)
• “Social marketing is the adaptation of commercial marketing
technologies to programs designed to influence the voluntary
behaviour of target audiences to improve their personal welfare and
that of the society of which they are a part.” Andreasen, (1995)
• Social marketing can be applied to promote merit goods, or to make a
society avoid demerit goods and thus to promote society's well being
as a whole. For example, this may include asking people not to
smoke in public areas, asking them to use seat belts, or prompting
to make them follow speed limits.

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Contd..
• Societal marketing is the • Social marketing is about
business driven, profit orientated changing behaviors for the
way of changing the world as a benefit of the broader
means of developing revenue society. Social marketing is
based product. about the social gain, target
• societal marketing is any form of market’s gain, and the flow of
marketing that takes into benefits where profit may not
consideration the needs and actual exist.
wants of the consumer and the • social marketing uses more
well-being of society. societal traditional commercial
marketing is marketing techniques and strategies, to
combined with social achieve goals for the greater
responsibility social good.

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Contd..
• Social marketing campaigns can either
• Societal marketing is more concerned encourage merit goods (Ex. Fund raising
with the marketing process in general for Not-for-profit organizations)or
and the marketing strategy used (using dissuade the use of demerit goods (Ex.
marketing techniques that take into Non-smoking campaigns)
account the well-being of society).
• Social marketing focuses more on the
• A marketing campaign focusing end result of the marketing (promoting a
on smoking cessation is an example of merit good)
social marketing, but if the marketing
strategies and techniques used in that • Social marketing is the systematic
campaign focus on increasing the well- application of marketing, along with
being of society, that same campaign other concepts and techniques, to
can be an example of achieve specific behavioral goals for a
societal marketing as well. social good.
• when a company offers to make a • Social marketing does not benefit’s the
donation to a charity based on brand in any way rather sells a life style
product sales. or behaviour that benefit the society
and opposed to selling a product.

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Contd..
• societal marketing campaign messages • Examples of causes that
should be so effective that people and
businesses start taking responsibility about apply social marketing
the environment. includes;
• Example:- • Safe driving
• The Body Shop is a British cosmetics, skin • Anti-drugs
care and perfume company that champions
human and civil rights as well as animal and • Anti-smoking
environmental issues. • Healthy eating and exercise
• AVON, another beauty and cosmetics
company, has raised millions of dollars for • Anti-deforesting
the National Breast Cancer Foundation • Social marketing is designed to
through the sale of pink ribbons, which have create social change through
become synonymous with the cause. raising awareness for a cause or
• Coca-Cola made a larger point about cultural problem and also convince the
harmony when it released an ad depicting audience of the importance of
people of different ethnicities singing specific behavioral changes.
"America Is Beautiful."

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E Marketing and types
• E marketing is about setting a plan of action to promote brands
through online platform (Prateek Gupta).
• Marketing using internet to reach target customers (Anusha)
• Video marketing – available on website through pop up ads. E.g –
Gopro , google, apple
• Social media marketing – youtube , instragram, Facebook –
(Mahee) – Flipkart
• Mobile marketing – amazon, Nike
• Influencer marketing – you tubers – axis bank, Dunkin donuts,
Allen Solly, Mama earth (Abir)
• Article marketing – News papers, travel and tourism, Airbnb.
(Prateek gupta) (Saad)

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TYPES OF E MARKETING
• Email marketing – communicate with a specific prospective
customer. (Diksha)
• Social media marketing – is form of digital that uses social media
app as a marketing tool. E.g – Facebook, Tiktok, Instagram. (Diksha)
• Mobile marketing – promotion of brands of brands through mobile
device- location service, marketing based on individual location.
(Chinmayi) (Janavi)
• Digital marketing – promotion of products / brands using difference
sources of electronic. E.g Facebook, Tiktok, Instagram. (Kururba)
• Influencer marketing – on board influencer to promote the product in
a large market. Rogog – laptop and gaming. Mama earth.

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Contd..
• Video marketing – Zomato Swiggy (Prakash)
• Content marketing – detailed information relating to a product or
service. (blogs, micro blogs, social media post, newsletters,
videos). (Prakash)
• Offline marketing – TV ads, digital hoarding ( Himasriya)

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