Marketing Strategy – Assignment for Module 5

Done by – Akshit Basur (H005) and Trisha Sinha (H052)

Pharma Industry
Since it affects a person's life, the pharmaceutical industry is considered one of the most
sensitive industries. It has gone through a number of changes in the last year as a result of
covid 19. Companies in the pharmaceutical, biomedical, and life sciences sectors introduce
life-changing drugs to a highly regulated market. But today, keeping ahead of the market and
satisfying patients, suppliers, payers, regulatory authorities, and shareholders necessitates the
use of the right technology at the right time. The following are some examples of current
patterns and strategies:
1. Data Integration: Data integration is the first development we've seen. Relevant marketing
data is now more valuable than anything else. Health information systems must collaborate
within and across organisational borders in order to advance the efficient delivery of
healthcare to individuals. Social listening is an example of this. It's all about paying attention
to what your buyers have to say and integrating the knowledge with what your market
analysis has already shown.
2. Consumerization: The consumerization of the patient is the next pattern that we will see.
Pharmaceutical marketers are under a lot of pressure these days to offer exactly what
customers want, when they want it. With pharma's increasingly customer-centric orientation,
businesses can no longer do things the same way they've always done them. Every interaction
is crucial, particularly now that patients have more control over which medications they take.
Aviation Industry
The aviation industry is rife with risk. Airlines have been able to take advantage of these
roadblocks in recent years and turn them into lucrative opportunities.
1. Technology Innovation - Each airline strives to increase market share by
incorporating new technology, evaluating its operations, and developing marketing
strategies. To overcome obstacles and adequately outperform their competition, they
must be prepared to respond to forecasted trends. Not only do airlines compete against
one another, but airports do as well. The airport in each city has a huge impact on the
local economy. Airports have an opportunity to attract businesses to a city by
improving the first impression. The more technologically advanced the airport is, the
more impact it would have on the arrival and departure of various airlines.
2. Digital Approach - Airline marketing has never been more interactive than it is now,
thanks to COVID-19. The industry has gone global in addition to growing its social
media promotions. By capitalising on the traveller's need to be continuously linked
when on the move. This has proved to be useful in delivering all travel-related
facilities when on the move.
3. Customization - Airlines have described customization as one of the most critical
fields for investment. The majority of airlines have started simple segmentation and
are making deals based on it. Airlines have begun to use technology and data to
 personalise their services. Airlines will streamline specific processes and reduce their
front-line capital expenditure by using cloud-based technology more. As the airline
industry focuses more on passenger movement, the modernization of airline
infrastructures in the areas of communication and coordination is improving.

FMCG Industry
Due to the large number of sellers in the FMCG industry, it is crucial to consider future
demand dynamics in order to make critical, near-future decisions about selling your product
and achieving profits.
1. Shift to the Online Marketplace: Following Covid-19, ecommerce saw a significant
increase in 2020, with customers investing more time online. In the sense of sales and
marketing, messaging apps are becoming increasingly common. Global online sales are
expected to double in the next five years, growing four times faster than offline sales.
2. Delivery App Culture: With the growth of delivery app culture, we found another trend:
the need for product convenience. To suit this lifestyle dynamic, customers are increasingly
making smaller, more frequent purchases, with a rising demand for fresh convenience foods.
3. Millennial Influencer Marketing: In addition to all of this, the number of millennial
influencers has increased. Millennials are on the lookout for new labels with creative product
ranges, and they have their own range of FMCG needs. They tend to study goods online by
exchanging knowledge with their peers, and peer influence is much more powerful than a
mass-brand channel approach.
Consumer Durables
Currently, about two-thirds of India's consumer durables are sold in urban areas. Color
television sets are the most common consumer electronics. Because of India's hot climate,
electric fans and air conditioners are very common. Refrigerators and washing machines are
two other common consumer durables. The industry is highly competitive, with new
companies and innovations continually posing a challenge to established players. Due to the
coronavirus-induced lockdown, sales are down 55% year over year.
1. Digitally Driven - Consumer-focused companies have become increasingly digitally
focused. The government has given Make in India its blessing, and it is predicted that this
trend will gain significantly more momentum.
2. Costing: As a result of the pandemic, regions and companies suffered employment losses
and pay cuts. Many people have suffered and continue to suffer as a result. Brands should
focus on cost advancement as part of their R&D plans to produce products that deliver
quality at a fair price. Customers should continue to search for savvy goods that are down to
earth rather than optimistic or niche in 2021, without sacrificing efficiency. Buyers have
shown a preference for local products, so Indian brands should be able to behave
appropriately in the future.
3. COVID-19 Products: Antibacterial channels, UV arrangements that kill pathogens,
sanitizer properties, and other features have been gaining traction, and this trend is expected
to continue after Covid-19 in consumer durable products. Purchasers unquestionably started
investing in computerised, mechanically superior products to make their lives easier in the
"modern standard." Interest in home appliances such as clothes washers, microwaves,
vacuum cleaners, and dishwashers increased as people attempted to become more confident.

Digitally Networked World Marketing Analysis and Trends

For the most part, the online industry is fresh and exciting. It has opened up a world of
possibilities for companies all over the world. This includes social advertising, e-commerce,
media, and online reputation management, among other things. Here are some of the common
patterns and techniques that are being used:
1. SEO and SEM: As a result, search engine optimization and search engine marketing have
become increasingly relevant for businesses, and we are seeing an increase in investment in
these areas. This is due to them improving their domain ranking and attracting a large number
of visitors to their website, which would boost not only their exposure but also their
advertising revenue.
2. Analytics: Everything in the online world is calculated, whether it's likes on a social media
message, campaign views, ad clicks, or even the amount of people who have seen a
sponsored ad for more than 3 seconds. In times of pandemic, this has made Digital Marketing
a modern and vital sector, as the transition from offline to offline has been dramatic for both
customers and companies.
3. Personalization: Each piece of knowledge delivered on the internet is tailored to your
specific needs. What you type into a search bar will return different results, since the same
subject will return different key words and phrases when searched by another person. As a
result, web crawlers provide you with different details. Similarly, when you visit an
ecommerce website, it will suggest items that you may be interested in. Amazon, for
example, employs a recommendation system that suggests various types of goods based on
your preferences.
4. Social Media Marketing: For the same reason, marketers are attempting to increase
communication and connection between customers and themselves through social media
marketing. To do this, everyone has begun merging their promotions with their social media
handles and focusing their campaigns solely on these platforms. This will raise brand
awareness and value.
Google Case Study Analysis
The degree of distinction is another significant determinant of the success of the marketing
campaign of the product. Google's search engine is not only user-friendly; its algorithms are
updated constantly and are said to be at least a century ahead of the closest competitor. User
convenience is the main focus of Google's goods and services. Customer experience is an
integral aspect of marketing for both traditional and online brands. After all, you're trying to
contact and manipulate the client. It is the consistency of the product and the experience from
which they can determine whether or not to buy it in the future. The streamlined user
interface and continuity provided by Google's products and services have distinguished them
from rival offerings. The name of Google is best to recall. That makes it easier for the brand
to remember. Most of Google's money comes from ads that are supported by its search
engine. The search engine has the highest market share, and thus Google takes the lion's share
of online advertising.
Google's marketing plan is focused on product consistency and accessibility, but there are
also other elements of its marketing strategy. Google has a diverse product mix, beginning
with a basic and easy-to-use search engine for laptops and watches and other web-based
applications designed for developers and companies. An eclectic and varied product mix
reaches and supports a wide and varied client base. Google has goods and services that serve
everyone, from mobile users and social media users to companies and advertisers. It is also
aiming to touch rural areas in the developed world by marketing its goods through
advertisements. Google Plus may not have been as successful as Facebook or Twitter.
However, a vast user community considers Google Plus easy to use and utilises for
organisations and links. With some more creativity, Google might use it to serve
advertisements and promotional content.
Google's market has expanded due to its price and efficiency. It based on simplicity and
affordability. To find further growth in the Asian markets, it is using online and traditional
mediums of advertising. This way, it uses various platforms to expand its business segment
and create superior value for its consumers and stakeholders. The name is the most important
thing. Google's name is something even children know. Being one of the most famous brands
in the millennial generation, Google is one of the best examples of successful marketing.