7/4/2021

Dr. Ekta Srivastava

ektasrivastava@iimk.ac.in
FC-08, Phase V, IIM Kozhikode Campus
To be used for instruction purpose only at IIMK

Information technology
Globalization
Deregulation
Privatization
Competition
Convergence
Consumer resistance
To be used for instruction purpose only at IIMK Retail transformation

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 Business at the Speed of Thought

 Should be possible to offer products and services just at the

time when their idea has occurred in the customer's mind

 Interactive technologies

 Eliminating several roles in the marketing of product and

services
To be used for instruction purpose only at IIMK

 Product Life Cycles

 Shorter

 Products
 The opportunities to differentiate will also no longer exist

 The differentiation will be the ability of the marketer to creatively customize them to the customer

 Basis of competitive advantage

 Continuous innovation

To be used for instruction purpose only at IIMK

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 The power of technology has helped to overcome access problems.

 Creation of Marketing Network through independent intermediaries, franchises and

company owned/managed stores.[e.g., Amazon India]

To be used for instruction purpose only at IIMK

 Size and the location of enterprise have no or very little

role

To be used for instruction purpose only at IIMK

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 Customers’ total experience with the brand and organisation crucial

 Total experience more than just product related

 Are a resource

 Co-producer of Products and Services

 Customer expects the marketer to concentrate at one end of the value chain and not to

spread its resources across the value chain

 The present age is characterized by mass customisation rather than standardization

To be used for instruction purpose only at IIMK

 Stronger influence in adoption

To be used for instruction purpose only at IIMK

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 Whether it is in product development, use or disposal, marketers have to make conscious

effort to protect the environment

 “Turning Green” is a new mantra

To be used for instruction purpose only at IIMK

 New customer needs

 Relocation from cities to suburbs
 Social distancing
 User-generated content
 More concern for hygiene and safety
 Accelerated digital transformation
 Surge in e-commerce
 Technologies such as AR and VR have become essential
 Hybrid interactions

To be used for instruction purpose only at IIMK

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Megatrend

Fad
Trend
To be used for instruction purpose only at IIMK

 Customer
 Company
 Competition- current & potential
 Collaborators- downstream & upstream
 Context/Climate

To be used for instruction purpose only at IIMK

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To be used for instruction purpose only at IIMK