MARKETING MYOPIA

Marketing Myopia
The organization must learn to think of itself
not as producing goods or services but as
buying customers, as doing the things that will
make people want to do business with it
Causes of Marketing Myopia
Narrow minded approach to marketing situation
where only short ranged goals are considered.
Product oriented rather than customer oriented.
Stepchild treatment to marketing.
Selling focuses on needs of the seller,
marketing on the needs of the
buyer.
Excessive focus on Research and Development.

Provided for new thought process

Customer Centric

The concept stands the test of time

Marketing is not selling


Can a company realistically
restructure

Can go outside the scope of
bounded rationality (lose reality)


Launched in 1972
Persona of a work-horse
Huge hit with middle-class
Leader in the segment
Promoted with baseline Hamara Bajaj
Hugely popular campaign
Positioned as the Indian Family Vehicle


Example 1
AND THE ENDING STARTS..
Marketing Myopia
> brand forgot the customers.

No product innovation
> Same look
> Same quality(Technical problems starting trouble,
riding comfort)
> Same style
Ignorance of Threats (Competitors , Customer preference, change in price)
> Kinetic Honda Gearless Scooters
> TVS Scooty- Scootrette Segment
Weak R&D

Example 2
Conclusion
Focusing on the customers satisfaction and needs,
the industry has to re-innovate its mission, vision
and goals from time to time.

Customers
Satisfaction
Product
Success
Industrial
Leadership
Organization's
Survival