Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Traditional vs non traditional marketing
1. TRADITIONAL V/S NON –
TRADITIONAL MARKETING
Presented By : Rubina Isidore
BRAND MANAGEMENT
(Prof. Ashish Chodankar)
2. Marketing is the process of communicating the value of a product or service
to customers.
Marketing is the science of choosing target markets through market analysis
and market segmentation, as well as understanding consumer buying behavior
and providing superior customer value
WHAT IS MARKETING ?
3. 1. To sell to the customer by hook or
crook the product that you have
2. This involves Push Strategy
3. It is an execution concept
4. It is volume oriented
5. It is a short term process
6. It only focuses on immediate sale to
the person in front of you
7. It doesn’t include after sales service
8. Customers don’t have much say in
what they actually need
9. It is a traditional concept
1. Taking into account what the customer
needs and offering him the same
2. This involves Push Strategy
3. It is planning concept
4. It is consumer oriented
5. It is a long term process
6. It focuses on customer retention
7. After sales service is an important
criteria here
8. Products are tailor-made to suit the
consumer
9. It is a modern concept
SELLING MARKETING
DIFFERENCE BETWEEN SELLING
AND MARKETING
5. Until 1950’s - Focus on Production to achieve economies of scale
From 1950’s to 1960’s – Focus on the Product A firm would also assume that
as long as its product was of a high standard, people would buy and consume
the product.
Upto the 1960’s – Focus was on Selling Methods
1970’s onwards “MARKETING” – The firms essentially based its marketing
plans around the marketing concept, and thus supplying products to suit new
consumer tastes.
Present Day : The WHOLISTIC MARKETING concept looks at marketing
as a complex activity and acknowledges that everything matters in marketing -
and that a broad and integrated perspective is necessary in developing,
designing and implementing marketing programs and activities.
EVOLUTION OF MARKETING
8. Relationship Marketing : Emphasis is placed on the whole relationship
between suppliers and customers. The aim is to provide the best possible
customer service and build customer loyalty. E.g. ICICI new ad which says
that they involve relationships with the customer and not transactions alone
B2B Marketing : The product focus lies on industrial goods or capital goods
rather than consumer products or end products
Societal Marketing : Curtailment of any harmful activities to society, in either
product, production, or selling methods.
MODERN AND INNOVATIVE
METHODS OF MARKETING
9. Co-Branding : This involves promoting your product by branding it another
product.. Eg : Free Maggie Tomato ketchup with Maggie Noodles
IMC or Integrated Marketing Communications : Integrating all the methods of
brand promotion to promote a particular product or service among target
customers. In integrated marketing communication, all aspects of marketing
communication work together for increased sales and maximum cost effectiveness.
Emotional Branding : Emotional branding is a term used within marketing
communication that refers to the practice of building brands that appeal directly
to a consumer's emotional state, needs and aspirations. Emotional branding is
successful when it triggers an emotional response in the consumer, that is, a desire
for the advertised brand
MODERN METHODS OF
MARKETING
10. From consumers to people
Consumers buy, people live
From product to experience
Products fulfill needs, experiences fulfill desires
From honesty to truth
Honesty is expected. Trust is engaging and intimate. It needs to be earned
From quality to preference
Quality is the right price a given today. Preference creates the sale
From notoriety to aspiration
Being known doesn’t mean that you are also loved
From identity to personality
Identity is recognition. Personality is about character and charisma
From function to feel
The functionality of a product is about practical or superficial qualities only. Sensorial design is about experiences
From ubiquity to presence
Ubiquity is seen. Emotional presence is felt
From communication to dialogue
Communication is telling. Dialog is sharing
From services to relationship
Service is selling. Relationship is acknowledgement
10 COMMANDMENTS OF
EMOTIONAL BRANDING
11. Cause marketing : Cause-related marketing refers to a type of marketing
involving the cooperative efforts of a "for profit" business and a non-profit
organization for mutual benefit. Eg : P & G effort to spend one rupee on
every purchase of their product for educating the underprivileged students of
India …CSR : Corporate Social Responsibility
Personal Selling : Selling to your own network circles. Eg. Amway, Avon etc..
Social Media Marketing : Marketing done through Facebook, Twitter,
LinkedIn etc..
MODERN METHODS OF
MARKETING
12. Placing a sample packet of Wagh bakri Chai in all the newspapers
Saffola’s initiative to support the health of the heart by promoting their brand on World
Health Day
Marketing of Cadbury’s Oreo in Mc Donalds in the name of Mc Flurry
Another Marketing Campaign in Kolkata by encouraging the sweet marts to include
Cadbury chocolates in their sweets.
Product placement in popular films and shows. Eg. Tata Tea ad in Baghban Movie, Saffola’s
ad in Jassi Jaisi Koi Nahi. Zandu balm’s ad in Dabband (Mai Zandu Balm Hui darling Tere
Liye)
Film Promotions include appearing in popular Tv serials. Eg. Himmatwala promotions in
Taarak Mehta ka Ulta Chasma
Gujarat’s tourism promotions in Taarak Mehta ka Ulta Chasma.
Garnier Colour Naturals ad involves the stars of Bade Achche Lagte Hai serial
Quizzes and games on Social Networking websites to increase customer engagement
INNOVATIVE METHODS OF
MARKETING
13. Thus, modern methods of marketing are better than the traditional ones as
they help in customer attraction and retention. Their emotional appeal is also
high leading to repeat purchase of the product and customer satisfaction….
Even Traditional methods of marketing with innovations will work wonders.
CONCLUSION
