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Topic: Holistic Marketing

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Purpose of this Document






Dear Student,

The sole purpose of this document is to help you in organizing your thoughts & knowledge for the
upcoming CSFA-Foundation level exam and also for your placements in near future. We have discussed
with many of our friends who are regularly visiting campuses across nation for hiring students from MBA
colleges as to what they look in the candidate when they are hiring for sales or marketing profile and
keeping in mind the finer details pointed out by them we have shortlisted various topics which an
interviewer feels that the potential candidate should know thoroughly.

We have covered few important contemporary topics in brief which a student studying or is interested in
marketing should know. Also we have shortlisted topics here, which will help you in covering your
syllabus for CSFA-Foundation level as well as for your marketing interviews. These topics are in addition
to the study materials, which have been earlier provided by Team Mercadeo for your learning purpose.
We hope that CSFA will help you in preparing for your future ordeals in a more confident way and you
make a good name for yourself in the field chosen by you.

All the best

Cheers

Team Mercadeo










Holistic Marketing
Holistic marketing is a marketing strategy that considers the business as a whole and not as several
different parts. Thus Holistic marketing is about creating and developing integrated strategies for
brands, campaigns and sales tactics that consider the entire life-cycle of a product or service, crossing
departmental boundaries within organizations. It takes a 360-degree view of all the elements of a
business; embracing the elements of the business the customer doesnt usually see as well all customer-
facing media, (traditional, digital and social channels) to create strong, consistent and powerful multi-
platform marketing narratives.

The benefit of using a holistic approach Holistic Marketing is the efficiency, consistency and alignment
it brings to the marketing process. By working with a cross-section of internal and external stakeholders
and looking at the big picture of how a company works, synergies are developed that reinforce the
brand message; different customer touch-points are linked seamlessly; resources are directed to where
they will be most effective; duplication of effort is reduced, and risks are spotted and addressed before
they become expensive problems.

Holistic business marketing is especially fitting for small business owners because a truly holistic
approach will look at the values, passions, niche specialties, and ideals of the business owner and the
employees. This multi-faceted approach ensures that the marketing strategy aligns with the products or
services offered while also emphasizing the values, energy and tone of the people behind those goods or
services. The end product is a consistent and organized marketing strategy that allows the spirit of the
people in the business to shine through.

Marketing traditionally focuses only on the product or service being offered and ignores the human
aspect of the business and the creators of the product or service. It proposes that in order to satisfy its
organizational objectives, an organization should anticipate the needs and wants of consumers and
satisfies these more effectively than competitors. Holistic marketing takes this a step farther and, as




mentioned above, it looks at the values, passions and ideals of the people in the business to create a
marketing strategy effectively whole in its focus.
To be truly holistic, the marketing approach should address all appropriate venues to get the word out
about the business, while keeping the strategy aligned with the values of the people involved with the
business. These venues should include all traditional marketing approaches, as well as internet
marketing, social media marketing, search engine optimization for the business website, and relationship
marketing.

Heineken is well known for its beer brand. The Dutch company has been in business nearly 150 years so it
was doing something right before making the change but it wanted to go to the next level. Heineken
wanted to grow the company beyond the image of beer being associated with social partying.

To repair its image, sales and brand name, a holistic marketing approach was implemented. Heineken
took the lead from other successful companies like Apple, Nespresso and Nike. Heineken attacked its
marketing with four main themes: engagement, exposure, interaction and relationships. Rather than
focusing on the beer, they focused on their brand name to market the company as a whole.

A new interaction website was born. They made new green changes and advertised the ways they were
saving the planet. The City was created to physically give customers a place to experience the brand.
They developed sponsorship programs with many local businesses, including a variety of athletic venues
and entertainment companies.

Over 300,000 visitors came in just the first year. As word spreads, the success is expected to increase as it
has over the last few years. The brand has expanded by selling brand labeled shirts, personalized
beverage labels and commemorative souvenirs.

The changes and holistic marketing for Heineken were a huge success. It took just 13 months to
breakeven from the expenditures of the new campaign and opening the technologically advanced store.




Reference Link backs:
http://www.businessdictionary.com/definition/holistic-marketing.html
https://www.boundless.com/marketing/an-overview-of-marketing/the-marketing-orientation-evolution/holistic-marketing/
http://www.ask.com/question/what-is-holistic-marketing
http://www.kathrynmcmann.com/what-is-holistic-marketing
http://en.wikipedia.org/wiki/Marketing
http://www.aimitmedia.com/1564/holistic-marketing-with-6-key-components.html
http://www.wisegeek.com/what-is-holistic-marketing.htm#didyouknowout
http://tiffanyabrown.wordpress.com/2012/10/20/heineken/
http://en.wikipedia.org/wiki/User:LisaLW/Holistic_marketing

DISCLAIMER
This content in not a copyright of Mercadeo Education we have just tried to accumulate the data from various sources and put them together for the CSFA classroom.
We have placed all the references from where the content has been sourced.