AMC ENGINEERING COLLEGE
AMC CAMPUS BANNERGATTA ROAD KARNATAKA BANGLORE – 560083
DEPARTMENT OF MANAGEMENT STUDIES
MARKETING MANAGEMENT
CHAPTER : 06
Emerging Trends in Marketing
SUBMITTED BY I YASHU TEAM
1 Tejas N (1AM24BA091)
2 P R Hemanth Kumar (1AM24BA059)
3 Aravind G (1AM24BA015)
4 Revanth H R (1AM24BA072)
5 Yuktha H (1AM24BA096)
6 Deepashree S (1AM24BA029)
7 I Yashu (1AM24BA040)
8 Dhanalakshmi H S (1AM24BA030)
9 Shashwatha C U (1AM24BA079)
10 Dikshitha V (1AM24BA032)
11 Harsha Vardhini M (1AM24BA037)
12 Sanjay N S (1AM24BA076)
13 Manoj M (1AM24BA050)
14 ANJALI EKBOTE (1AM24BA012)
15 Deeksha u Shetty (1AM24BA027)
16 Samiksha Chipkar (1AM24BA075)
MBA 1ST YEAR VTU
2024-26
SUBMITTED TO
DR. VEENA BHAVIKATTI
ASSOCIATE PROFESSOR
MODULE 6
EMERGING TRENDS IN MARKETING
Emerging Trends in Marketing: Marketing Planning. Concepts of B2B
marketing, Service Marketing, Digital and social media Marketing, Green
Marketing, Event Marketing, Marketing Audit, Sponsorship, Cause Related
Marketing, Marketing for Non-Profit Organizations, Relationship marketing,
Marketing Strategies for Leaders, Challengers, Followers and Startups. Social
Responsibility of marketing, Neuro Marketing, Sensory Marketing, societal
marketing concept, premiumization.
➢ B2B Marketing
B2B Marketing focuses on promoting products or services to other businesses,
rather than individual consumers, aiming to build trust, address operational
challenges, and drive measurable outcomes for companies.
Examples of B2B Marketing:
• Manufacturers selling raw materials or components to other
manufacturers.
• Businesses using email marketing to nurture leads and build
relationships with potential customers.
• Companies attending industry trade shows to connect with potential
buyers.
➢ Service Marketing
Service marketing focuses on promoting and selling intangible
experiences like banking, education, or healthcare, emphasizing the
value and benefits to attract and retain customers, unlike product
marketing which deals with tangible goods.
Example:
A fitness centre offering memberships with tailored workout plans and
personal trainers.
➢ Digital And Social Media Marketing
Digital marketing encompasses all online marketing activities, while
social media marketing specifically uses social media platforms to
promote brands and engage with customers.
Examples:
• Search Engine Optimization (SEO): Optimizing websites to rank higher in
search engine results.
• Pay-Per-Click (PPC) Advertising: Running online ads that are charged
based on clicks.
• Email Marketing: Sending promotional emails to a list of subscribers.
➢ Green Marketing
Green marketing involves promoting products and services as
environmentally friendly, encompassing sustainable practices, eco-friendly
packaging, and highlighting reduced emissions or resource usage, aiming
to appeal to environmentally conscious consumers.
Examples of Companies:
• The Body Shop: Known for its commitment to ethical and sustainable
practices, including its use of natural ingredients, cruelty-free testing,
and sustainable sourcing.
• IKEA: Focuses on sustainable sourcing of materials, reducing its carbon
footprint, and promoting energy-efficient products.
• TOMS: Famous for its "one-for-one" model, donating a pair of shoes for
each pair sold, and using sustainable materials in its products.
➢ Event Marketing
Event marketing involves strategically using events to promote a brand,
product, or service, creating memorable experiences and engaging with
target audiences. Examples include trade shows, conferences, product
launches, pop-up shops, and online webinars.
Examples of Companies:
• Trade Shows: Large-scale gatherings where vendors exhibit and
demonstrate their products.
• Conferences/User Conferences: Events designed to educate, gather
feedback, and build community among users and industry leaders.
• Product Launches: Events to introduce new products or services to the
public.
➢ Marketing Audit
A systematic and objective examination of a company's marketing strategies,
tactics, and performance to assess their effectiveness and identify areas for
improvement.
1. External Environment Audit.
2. Internal Marketing Audit.
3. Digital Marketing Audit.
4. Customer Experience Audit.
➢ The Sponsorship Marketing
Sponsorship marketing involves a business funding an event,
organization, or talent in exchange for advertising opportunities, aiming
to boost brand awareness and potentially sales.
Examples of Sponsorship Marketing:
1. Sports Sponsorships
2. Event Sponsorships
3. Media Sponsorships
4. Corporate Sponsorship
➢ Cause Related Marketing (CRM)
CRM is a marketing strategy where a company aligns itself with a social
cause or charity, and a portion of the company's sales, or a specific
action by customers, is donated to that cause.
Examples Cause Related Marketing
• TOMS Shoes "One for One": For every pair of shoes purchased, TOMS
donates a pair to someone in need.
• Starbucks & (RED): Starbucks partners with (RED) to raise awareness and
funds for the fight against AIDS.
• Dove's Real Beauty Campaign: Dove partnered with a women's
organization to promote positive body image.
➢ Marketing For Non-profit Organization
Non-profit marketing aims to raise awareness, attract supporters, and
drive engagement to advance the organization's mission, using strategies
like content marketing, social media, email campaigns, and community
events, with the goal of securing donations, volunteers, and advocacy.
Examples of Nonprofit Marketing:
• Charity: Water:
Uses emotionally charged stories and clear impact statements to drive
donations (e.g., "$30 gives clean water to one person for 10 years").
• The Malala Fund:
Focuses on empowering girls through education, using social media and
storytelling to raise awareness and garner support.
• Digital Ad Campaigns:
Nonprofits can leverage digital advertising to reach specific
demographics and promote their causes.
• Social Media Campaigns:
Organizations can use social media to share stories, highlight impact, and
engage with their audience.
➢ Relationship Marketing
Relationship marketing focuses on building long-term, mutually beneficial
connections with customers to foster loyalty and encourage repeat
business, going beyond just transactions.
Examples
• Focus on Needs
• Listen to Feedback
• Personalized Experiences
• Provide Excellent Customer Service
• Incentives and Rewards
• Create a Brand Community
• Valuable Content
• Customer Advocacy
➢ Market Strategies For Leaders
Market strategies, leaders should focus on building a strong brand,
understanding customer needs, and adapting to market changes while
implementing strategies like market penetration, development, and
diversification.
Key Strategies for Leaders
• Position Defense:
• Flanking Defense:
• Counter-Offensive Defense:
• Mobile Defense:
• Contraction Defense:
• Market Share Expansion:
• Market Size Expansion:
➢ Market Challenge’s
He basic aim of the market challenger is to expand its market share and
become the industry leader by introducing a new variety of products or
by improving customer service etc. Companies with low market share
usually try and adopt this strategy to increase their market share.
Key Strategies for Market Challenge’s
• Market Research and Analysis:
• Targeted Marketing:
• Content Marketing:
• Data Analytics:
• Customer Relationship Management (CRM):
• Agile and Adaptable Strategies:
• Continuous Learning and Improvement:
• Focus on Customer Experience:
• Strategic Partnerships:
• Embrace Innovation:
➢ Market Followers
Market Follower Strategy is a strategy used by an organization who
imitates what the market leader does. These companies do not overtake
or challenge the market leader. Also, these companies earn a lot of
profit as they do not bear the expenses of innovation
Key Strategies for Market Challenge’s
• Adaptation:
• Imitation:
• Cloning:
• Counterfeiting:
• Follow Closely:
• Follow at a Distance:
• Focus on Unique Strengths:
• Continuous Improvement:
➢ Startups And Their Marketing Strategies
Startups effective marketing involves understanding your target
audience, leveraging digital channels, building a strong brand, and
focusing on customer relationships, with key strategies including content
marketing, SEO, social media, and email marketing.
Key Marketing Strategies for Startups:
• Understand Your Target Audience:
• Define Your Marketing Goals:
• Develop a Unique Value Proposition (USP):
• Content Marketing:
• Search Engine Optimization (SEO):
• Social Media Marketing:
• Email Marketing:
• Influencer Marketing:
• Referral Marketing:
• Build a Strong Brand:
• Focus on Customer Relationships:
• Utilize Digital Marketing Tools:
• Monitor and Analyze Results:
• Consider Offline Marketing:
• Stay Adaptable:
➢ Social Responsibility Of Marketing
Marketing social responsibility is the process of attracting customers by
using an ethical business structure and supporting popular social causes.
Companies create social responsibility campaigns using customer data,
including their values, beliefs, and personality traits.
Key Strategies for Social Responsibility Of Marketing
• Ethical Advertising
• Sustainability
• Consumer Privacy And Data Protection
• Cause related Marketing
• Fair trade And Labour Perdition
➢ Neuro Marketing
Neuromarketing is a strategy that uses the knowledge of neuroscience
and cognitive science to accurately identify customer needs, desires,
and preferences. It studies consumers' responses to marketing stimuli
and assesses non-conscious reactions to specific advertising campaigns,
packaging, design, etc.
Key Strategies
• Eye -Tracking
• EEG (Electroencephalography)
• Facial Coding And Emotion Analysis
• Sensory Marketing
• Behavioural Triggers
➢ Sensory Marketing
Sensory marketing leverages all five senses (sight, sound, touch, smell,
and taste) to create memorable and engaging experiences that influence
consumer perceptions and behaviours, ultimately strengthening brand
identity and driving sales.
Key Strategies in Sensory Marketing:
• Sight:
• Sound:
• Smell:
• Taste:
• Touch:
➢ Societal Marketing Concept
The Societal Marketing Concept emphasizes that businesses should
consider not only consumer needs and wants but also the long-term
well-being of society and the environment, going beyond traditional
profit-focused marketing.
Societal Marketing Are:
• Beyond Profit: Societal marketing moves beyond simply satisfying
customers and focuses on creating value for both customers and society
as a whole.
• Social Responsibility: It recognizes that businesses have a responsibility
to address social issues and contribute positively to society.
• Sustainability: It emphasizes sustainable practices and environmental
responsibility.
• Ethical Practices: It promotes ethical business conduct and
transparency.
➢ Premiumization
Premiumization is a powerful strategy that enables brands to create
deeper connections with their audience by offering elevated
experiences, superior quality, and added value. Yet it requires a
considered balance of market insight, strong brand identity, and
authentic differentiation to succeed.
Key strategies include
• focusing on quality
• innovation
• building a strong brand narrative.
• Prestige pricing
• Limited editions and rarity
