Learning Objectives:

Changing Indian market and innovation challenges;

New marketing concepts and the significance of social networks in the great
Indian market

Evolution of the contemporary marketing process;

the purpose of marketing

Concept of Marketing Mix and its relevance in Competitive Advantage

New marketing horizons 

The Great Indian Market

An Opportunity for :

Global, National, Regional and even Local brands

Premium and Economy brands together

Young Market
 Almost 65%of Indian market today comprise of young
customers
 550 million consumers being in the 15 plus age group
 Plus 150 million below the poverty line
 Median age – 24 years

 More than age – a youthful attitude of a large group of Indian

population is relevant for marketers
2nd and may be 3rd innings market
Opening up of the Indian market to global brands and Indian
entrepreneurship created opportunities for almost all individuals
who were in the age group of 45 plus and in some cases even 60
plus

Emergence of middle class

Estimated that by 2025 almost about 50% of the Indian market
will be the middle class market and 30% will be the rich market
percent of despondent household.

10% of the total number of households and aspirers whose

number decline from 38% in 2010 to 18%.
Urbanization
40% of total population by 2030 will be urban

Technology Dominance
Internet connection on the increase-almost half of Indians have
internet connections and many more have access to internet.

Number of smartphone users almost about 439 million

Issues and Challenges in Marketing in India

 High Volatility in Market

 Diversity and Convergence
 Catering to the Affluent
 Poor Markets Also Need Marketing
 Need for Innovation
 Marketing as a Concept

Three dimensions:
1.Customer orientation

2.Competition orientation

3.Ability to respond to environmental changes

Marketing Orientation and How Can it be
Employed in Organizations

 Consumer Orientation

 Integrated Approach to Exploiting Market Opportunities

 Futuristic Approach

 Highly Developed Marketing Systems

 Marketing Culture

 Speed
Types of Orientation Prevalent in Organizations

Marketing Orientation vis-à-vis Selling Orientation

Relationship Marketing
Marketing Orientation Vs Other Orientation
Relationship Marketing
Relationship Marketing

Inverting Organisation al Pyramid for Customer Retention

Focus on Internal Customer
Market Driven Organisation

Characterized by:

•Innovation
•Quality of products and services
•Global Competitiveness
•Customer centric product design
•Differentiated products
•Product perceived as good value for money
•Opportunity to customer to individualize the offer
MARKETING AS A `PROCESS’
Exchange transaction between the buyer and the seller
a.Marketing in an exchange process.
b.Both the buyer and the seller must gain.
c.It should result in a long term satisfying relationship between
both buyer

Metamarkets
The convergence of suppliers of all complementary products and
services that are closely related to a product in the consumer’s
mind.
Market Leaders Characteristics
•Understanding customer needs on an ongoing basis through a continuous dialogue
process, for which appropriate institutional framework needs to be created.
•Differentiate on strong sustainable basis against competition and thus making
imitation difficult. This has to be through a combination of product features and
delivery and service processes.
•Customize the offer – let the customer individualise the offer.
•Integrate technology to deliver value for money to the customer.
•Tight control over quality, which must be benchmarked with the world’s best.
•Create a model of scalability with world market in focus.
•Deliver what you promise.
•Expand the product range to meet the entire needs in the product category.
Marketing as a Managerial Function
a.Understanding consumer needs
b.Environmental scanning and market opportunity analysis
c.Development of a competitive marketing plan and strategy such
that an organization is able to satisfy not only the consumer’s needs
but also achieve its own objectives
d.Implementation of the marketing plan and development of
tactical plans to overcome problems at the marketplace
e.Development of control mechanisms
Purpose of Marketing
The Marketing Mix
Cause Marketing

Is the use of marketing skills to effect social changes which

benefit the individual and the society.