Rajeev Bhaskar Sahi discusses how the concept of marketing has changed over time. He notes that while some aspects remain constant, others have changed, and it is important to examine what has changed and what hasn't. Sahi also discusses the need to consider one's own context, resources, competitors, and industry when developing a marketing strategy, rather than just following general advice or models. An effective strategy requires understanding one's current situation and goals, and focusing on delivering a unique promise to customers through differentiation, foresight, and building brand mindshare.

1. Rajeev Bhaskar Sahi
CEO - Kwality Group

2. • How has the concept of Marketing changed
– What is Constant and What has changed Needs to
be examined. The rate of change is important
• Cotemporary thinking : For example
– Customer is always right or is he?
– How do we live in the present ?
• Plethora of advises/models/examples
– What is relevant in one’s own Context

3. This is where I am :
Context
Design
Execute
This is
where I
want to be

4. My Own
Reality
My
Resources
My Current
Sales/Share
of Market
My Current
Offering
My Current
Image and
Mindshare

5. ContextCustomer
Demographics
Industry wide
Emerging
Developments
for Offering
My Own
Reality
Competition
Now and
Emerging
Industry
Growth
Trajectory

6. My Own
Reality
My
Resources
My Current
Sales/Share
of Market
My Current
Offering
My Current
Image and
Mindshare
ContextCustomer
Demographics
Industry wide
Emerging
Developments
for Offering
My Own
Reality
Competition
Now and
Emerging
Industry
Growth
Trajectory

7. A Living Strategy
What
promise will
get heard
Focus on
Delivery
Relentless
differentiation
Foresight
and
Anticipation

8. My
Brand
My
Mindshare
My
Promise
My
Delivery
My
Unique-
ness

9. Marketing
Strategy
Product
Development
Pricing /
Positioning
Promoting
Placement
Post Sale
Relationship
People