TEN

COMMANDMENTS & SINS

OF MARKETING

NAME : A.FATHIMA NOWREEN

DEPARTMENT NO. : 20-PCO-001

INTRODUCTION
The influence of mobile, social, real-time and the entire array
of disruptive technologies around consumer have forever changed how
they discover, communicate, and connect. Behaviors, expectations,
preferences, values, are evolving as a result of technology's impact on
society and how company in turn do things differently as individuals,
then communities and inevitably as collective markets. While people
change, the rules of marketing strategy and how it's measured continue
to be rooted in legacy, outdated market perspectives. The ways in which
customers learn, make decisions and are influenced are only advancing,
not regressing. Marketing has never had such an incredible opportunity
to reinvent itself. But with every gift of new technology, data, channels
and the ability to see, engage and learn from people differently,
marketers instead rely on what they know.The following “Ten
Commandment” metaphor provides a marketing compass from which a
small business and companies can make decisions and plan its
marketing strategy. Similarly the ten deadly sins in the marketing impart
us with the knowledge to safegaurd ourselves from the wrong side of
setting strategies.
TEN COMMANDMENTS OF MARKETING
 Marketing requires us to understand who our customers are. We must
learn about their values, their beliefs and their preferences, to really
know how we can communicate with them in a way that is mutually
beneficial. The 10 commandments as given by Philip Kotler provides us
with the better understanding to survive in a market to achieve our long
term business goals and objectives. The Ten Commandments are as
follows:
1. The company segments the market, chooses the best segments,
and develops a strong position in each chosen segment.

Example: Samsung

Samsung is a well known brand which gained momentum in the market

by way of effective segmentation and successful implication of the
same. Segmentation of Samsung includes

Geographic segmentation
It has Samsung guru segment for rural areas as well as
galaxy segment for urban areas. Samsung is one of the largest
manufacturers of mobile phones and it has something for everyone.

Demographic segmentation
Samsung has mobile phones for youth, age of 16-29, for
businessmen etc. For middleclass youth it has Samsung guru which is
for govt. Lower class workers also. Guru has many variants; it is coming
in 3g also. It is a good option if you want to get a cheap 3g handset.
Samsung galaxy is a good option for youth as it has many attractive
features as wi-fi, 4g. Galaxy is also for businessmen. Samsung has
partnered with it industry leaders to bring you the most relevant
enterprise solutions and the most comprehensive mobile implementation
of exchange active sync. Decidedly adept in security concerns and the
answer to your every business need, the galaxy s ii is ready for serious
enterprise usage.

Psychographic segmentation
Samsung mobile is available for those customers too who
have their choice based on their lifestyle. Samsung came with some so
fancy mobile phones especially for girls and cheaper touch screen stylish
phones so that everyone can enjoy touch screen the rate of normal
mobiles. Samsung has its range of mobile phones start from 1200to
50,000+.

Targeting
After segmenting the market based on the different
groups and classes, the targets need to be chosen. Samsung mobiles have
the following target customers:
• Trendy young people.
• Professionals.
• Large businesses.
• The common cellular phone users
• Organizations such as: services to public safety, the
government, and both utility and manufacturing
enterprises.
• Institutional sales for colleges
• Target is not only number driven but also about
acquiring and retaining customers .
Positioning
Positioning is about the customer perception about the brand as being
different from the other brands on specific dimension including product
attributes. The strategies adopted by Samsung to position itself in the
mobile phone market are as follows:
• it focuses more on the real margin which comes from mid-to-high-
end segments
• Samsung concept store
• market making & category creation in small towns
• Wider care network — access to Samsung care line
• Pioneering in the 3g segment of mobile phones.
• Branded itself as a synonym for quality.
• Created a unique brand image for itself as a high end value driven
brand.

2. The company maps its customers’ needs, perceptions,

preferences, and behavior and motivates its stakeholders to
obsess about servicing and satisfying the customers.
Example: Huawei

Huawei understand the need of the customer they closely study the
consumer behaviour and preferences which helped them to become a
renowned global player competing with the companies like Apple and
Samsung.

• Understands the consumer psychology

Psychograpic
• sincerity
• Excitement
• competence
• sophistication
• Ruggedness

• Undertake behavioural analysis of their customer in terms of

loyalty
 3. The company knows its major competitors and their strengths
and weaknesses.
Example: Amazon

Amazon has identified 9 different competitors and they also

undertakes a keen study on their strength and weakness of their
competitors

Some of their global competitors includes

4. The company builds partners out of its stakeholders and
generously rewards them.

Example : OLX

OLX integrates it stakeholders by allowing them not only to

buy but the sell the goods at the price which they are satisfies to do
so. By this way they engage the stakeholders in the business
activities.
5. The company develops systems for identifying opportunities,
ranking them, and choosing the best ones.

Example : Swiggy

Swiggy the famous food delivery company identified the

opportunities which is widespread in the food industry and takes
up the challenge of delivering it to the customer with utmost speed
and quality.
6. The company manages a marketing planning system that leads
to insightful long-term and short-term plans.

Example : Xiomi Redmi

Short term marketing plan
• Price promotions
• Discounts to certain groups (military, teachers)
• Trade shows
Long term marketing plan
• Public Relations (PR)
• Social media
• Paid search engine optimization (SEO)

7. The company exercises strong control over its product and

service mix.
Example: Apple
 When a company has many products in a line it has a product mix
(Kotler). Apple’s product line consists of four major sub lines:
▪ Smartphones
▪ Computers
▪ Tablets
▪ Music devices
The smartphone line offers three different models; iPhone 4s, 5c, and
5s, 12 pro etc. Apple’s computer line, Mac, offers different models of
both laptops and desktops. Their tablet line consists of the iPad 2,
iPad air, and iPad mini. Apple’s music device line offers the iPod
shuffle, iPod nano, iPod touch, and the iPod classic (Apple).
Each company has four dimensions to their product mix:
▪ Width
▪ Length
▪ Depth
▪ Consistency
Width indicates the variety of product lines a company carries. For
example, Apple has 15 products belonging to the technology market
(Apple). Length refers to the amount of products a company has within
their line. Apple currently has four different products; Mac, iPhone,
iPad, and iPod. Depth means the number of different versions for each
product line . Apple has three versions of their iPhone, four versions of
the iPad, four versions of the iPod, and four Mac systems (Apple). The
consistency of Apples product mix indicates the degree of similarity of
product lines. Apple keeps consistent image of simplicity for all
products, no matter what version or device.Apple builds their reputation
and creates customer loyalty by depending on their product mix.
Continuously innovating new and updated versions of existing products
allows customers to become satisfied. Having a dynamic product mix
contributes to the success of the business.
8.The company builds strong brands by using the most cost-effective
communication and promotion tools.
Example: Amul

Amul spends only 1% as advertisement cost. Amul MD, RS Sodhi said

Our FMCG spend is not like other food brands. It is less than one per
cent of our total spendings. In the last five years, it has been 0.8%. The
reason is, we do umbrella branding. We do not have many genres and
we sell everything under Amul’s name. Amul’s is a one-child theory.
We spend the least in nurturing of the brand”.Compared with other
leading brands which spend nearly 8-15% on endorsements, Amul’s
strategy is to keep the advertising spendings low. “Other brands spend 8-
15% on advertisement… We don’t believe that by spending more, you
can build the brand,” RS Sodhi said upon being asked the company’s
average marketing spends.
9. The company builds marketing leadership and a team spirit
among its various departments.
Example zoho

Zoho is a company which aims at building the team spirit among their
companies and gives idea on building the team work to other corporate.
10. The company constantly adds technology that gives it a
competitive advantage in the marketplace.
Example: Reliance

The challenge was not only to launch a new technology and

operationalize it in real time across the country but to make our offering
so simple, convenient and compelling that every Indian, in every city,
town and village would benefit from it."According to sources, mobile
data consumption in India went up from 20 crore GB per month to over
150 crore GB per month in the last one year. According to industry
sources, Jio carries more than 100 crore GB data per month."Jio is
already carrying five times more data than all other telecom players put
together in India," the source said. Jio commenced its wireless
telecommunication services in all 22 service areas from September 5,
last year. On 21 July, it was announced that Jio acquired more than 100
million subscribers in barely 170 days. On an average, Jio added seven
customers per second every single day. Talking about the spurt in data
consumption in India, Ambani said: "This is also reflected in the
gigantic spurt in data consumption and customer numbers on our
network, and the way our technology, network and the entire
infrastructure has held up to it. Congratulating employees and their
families for their contribution, Ambani said: "Your efforts will
make Digital India a reality, and its positive impact on India's economic
growth is the next logical development that we are beginning to
witness."The company announced the launch of JioPhone on July 21,
available free of cost with a deposit money of Rs 1,500.
10 EADLY SINS OF MARKETING
1.Company is not market focused and customer driven
Example: Nokia

Due to not being the customer driven company nokia is out of the
market competition which was earlier a famous company.
2.Company which does not fully understands its target customer
Example : coco cola

In 2004, Coca-Cola took aim at a new market segment: 20- to 40-year-

old males who liked the taste of Coke but not the calories. These men
were put off by Diet Coke’s flavour and brand perception, so Coca-Cola
created a product just for them. C2 was a mid-calorie, low-carb
beverage, and it was a massive flop. Despite a $50 million marketing
budget, C2 languished among its target audience. It fell somewhere
between Coke and Diet Coke in terms of taste and caloric content at a
time when research was showing that the American male market was
into food and drinks with big taste, no carbs, and no calories. Plus, it
was priced higher than the original drink. People were unwilling to
spend more money for a mediocre beverage that debuted after the low-
carb fad had already begun to fade.
3.Company should better define and monitor the competitors
Example Abibas

It is the Indian copy venture of famous Adidas company.

4. Company do not have a proper management with the
stakeholders
Example : Mc Donalds

Mc Donald’s in India faced the problem with its customer by serving

halal meat for all especially the Hindu community.
5. Company not good at finding new opportunities
Example : Air India

Air India failed to identify new opportunity as a result they ran on huge
debt.
6.Company having deficiency in the planning process
Example : Danone

.
With little-to-no positive response from the Indian buyers, Danone dairy
business shut down due to the poor market share.
7.Company need to tighten product and service policies
Example : Bisleri pop

The mineral water giant launched soft drinks in various flavours such
as Pina Colada, Spyci, Limonata, Fonzo but died due to lack of
acceptance from the audience.
8.Company brand building and communication is weak
Example : Papa johns

Failed due to its weakness to create the brand image and poor
communication strategy adopted.
9. Company is not well organized to undertake effective and efficient
marketing
Example : Taxi for sure

Acquired by Ola, India’s largest taxi aggregator Taxi4sure was shut

down due to poor market conditions.
10. Company has not made maximum use of technology
Example: Tata (Nano cars)

Claiming it to be the worlds cheapest car it had poor safety records and
failed to adopt new technology.
Conclusion
The ten different commandments must be followed by the company
to gain the attention of the customer and to survive in the market at the
same time it should make sure that necessary steps should be adopted by
them in order to avoid the 10 deadly sins as mentioned above.

References

• https://www.atkinsmarketingsolutions.com/2011/05/16/philip-
kotler-and-the-ten-commandments-of-marketing/
• https://www.montsepenarroya.com/en/Kotler's-10-principles-
of-new-marketing/
• https://www.bluebarn.in/the-10-deadly-marketing-sins/
• https://www.marketingmind.in/top-10-popular-brands-that-
failed-badly-in-india/
• https://proechosolutions.com/asheville-marketing/how-
samsungs-marketing-strategy-turned-them-into-a-
technological-powerhouse