MARKETING

MANAGEME
NT
Submitted by:
Name: Mohit Aswal
Roll No.: PGFB2113
PGDM B
 PRODUCT TREND

PERSONALISED PRODUCT/SERVICE- Personalized products and services is any

product altered according to the customer’s need and desire. It can be custom made
products or some design/prints on the already available product using an online
product personalization software.

It’s the greatest trend that has been continuously increasing in recent years. The
company caters the customer’s desire by studying their interests and likings and
provide them with the suitably customized product/service. For example: - Rolls
Royce manufactures its every car based on buyer’s customized demand. A perfect
study of customer’s liking is done and the body paint, interiors, leather quality and
other fitting are done accordingly. The company customizes their every vehicle to
such an extent that no two Rolls Royce on earth can be same.
Personalization is not confined to the premium brands only, even the local tea seller
offers personalization as he offers tea as per the specific taste of the buyer. OTT
platforms like amazon prime, Netflix etc. also offers personalization as they allow
each subscriber to have a different view of their content that adapts to their interests
and can help expand their interests over time.

PRICE TREND

INFLUENCER MARKETING – This type of marketing takes place when brands

partner with someone with ample number of followers on different social media
platforms. Influencers establishes a trust and authority and ultimately influence their
follower’s buying decisions.

The pricing depends on the fame of the influencer and the number of followers. Some
of the micro influencers might be readily available and accept the product to market
while others might not be readily available and the company might have to contact a
particular talent agency in order to reach them. The new brands usually go with the
micro influencers as they charge less. On the other hand, well established brand goes
with celebrities in order to maintain their brand image. The average fees of a micro
influencer with 1000 followers is 6000 to 7000 rupees and for influencers more than
100000 followers it is 50 to 60 thousand rupees.
Influencers market the products on their every social media handles like Instagram,
YouTube, Facebook ETC. They may also provide the links in the caption which
would land the customers directly to a shopping website or any particular brand’s
website.
 PLACE TREND
VIDEO SHORTS – Short-form video is defined as anything less than 2 minutes and 30
seconds in length. However, there is no universal number on which everyone can agree.
TikTok, for example, used to allow up to 60 seconds, but that has since been increased to 3
minutes. A Twitter short-form video can last up to 2:20 minutes.

Nowadays, short-form videos are omnipresent. Brands are taking note as platforms such as
TikTok, Instagram Reels, YouTube Shorts, Google, LinkedIn, and Pinterest increase their
short-form offerings.
"Shorts" is a new feature to the popular platform YouTube. It's comparable to Instagram
Reels, where you may make 15-second or less video content. With the rising popularity of
short-form video content today, YouTube Shorts is a fantastic option for anyone who already
has a following on the site. Engaging 15-second films are now all that is required to capture
the attention of your visitors.
Similarly Instagram Reels is a new method to produce and discover short, amusing videos on
the platform. Reels encourages you to make entertaining films to post on Instagram with your
friends or anybody else. Record and edit multi-clip 15-second videos with audio, effects, and
new creative tools. You may share reels with your Feed followers and, if you have a public
account, make them available to the whole Instagram community via a new Explore section.
Reels in Explore gives everyone the opportunity to become an Instagram creator and reach
new audiences on a global scale.
 ETHICAL ISSUES ON MARKETING
1. Sexuality is the key point of argument when ethical issues in advertising content are
considered. The advertisement of condoms are seen by some as a scheme of promoting
promiscuity that is objectionable and strongly condemned in various societies. Some
select types of advertising may strongly offend some group of people even when they are
of strong interest to others. Female hygiene products as well as constipation medication
are good example

Alternative- For the marketing of product mentioned above the advertising agencies must
focus on conveying its importance in the interest of AIDs prevention and must conduct
both promotion and distribution activities at the individual, organizational and
environmental level. The marketer must legitimize the taboo, which can be done by
making a credible celebrity or any popular personality to urge people to use it as a safety
measure against AIDs.

2. There are various approaches that are anti-competitive. For example, bait and switch is a
type of scam where customers are "baited" through the commercials for some products or
services that have a low price; however, the customers find in reality that the promoted
good is unobtainable and they are "switched" towards a product that is expensive and was
not intended in the commercials. Another type of anti-competitive policy is planned
obsolescence. It is a method of designing a specific product having a restricted useful life.
It will become non-functional or out of fashion after a certain period and thereby forces
the consumer to buy another product again.

Alternative – It’s not always the marketer who is intending to bait and switch. The
customer might interpret the marketing campaign in a different way and might feel
cheated when his expectations aren’t met. To prevent such misunderstanding the marketer
must visibly mention the terms and conditions, clarify the pricing terms with a proper
comparison with other sellers.