What the hell is going on here ?? Nobody can
take my customers away from me!!
Is Marketing Important??
Evolution of Marketing
Phase III - Customer (Human) Centric Approach
- Mind, Heart & Spirit Marketing
Phase II - Profit Centric Approach
-Profit orientation: Ignorance of Customers
Phase I - Product Centric Approach
-Product selling emphasised
Knowing Distinction between sales &
Marketing is very important.
Sales Vs Marketing
Produces what is convenient
Later on customer is identified.
Needs of seller are focused.
Starts with existing products.
Everything is being permitted
including those that are prohibited
Everything is permitted other than
those that are prohibited
Everything is prohibited other than
those that are permitted
Who is a Customer ??
Anyone who is in the market
looking at a product / service for
attention, acquisition, use or
consumption that satisfies a want
or a need.
A Customer is . . . . .
The 4 Ps & 4Cs
• The factor or consideration presented
by a seller as the reason that his
product or service is different from and
better than that of the competition.
• What could make the m come back
again and again and ignore your
• (Don't get discouraged. Successful business ownership is not only
about having a unique product or service; it's also about making your
product stand out--even in a market filled with similar items.)
USP- Unique Selling Proposition
The conventional view of the marketing mix
consisted of four components (4 Ps): Product,
Price, Place/ distribution and Promotion.
Generally acknowledged that this is too narrow
today; now includes, Processes, Productivity
[technology] People [employees], Physical
Marketers today are focused on virtually all
aspects of the firm’s operations that have the
potential to affect the relationship with
The Marketing Mix
• Focus on High Volumes & Low Value Market.
• Indian consumer Market is a Myriad Triangle.
•The rural market constitutes the bottom of the
•The Bottom Market is Big & Potential.
Marketing Strategies for exploring opportunities
• 124 MILLION HOUSEHOLDS
• 41% INDIAN MIDDLE CLASS LIVE IN RURAL AREAS
• 58% OF TOTAL DISPOSABLE INCOME IN RURAL AREAS
• RURAL POPULATION – 74.03 CRORES
• HINDUSTAN LEVER – 50% INCOME FROM RURAL
• A JEANS COMPANY SOLD 50 LAKHS JEANS IN 18
MONTHS TO RURAL YOUTH
INDIAN RURAL MARKET – AN OVERVIEW
• Affordable Prices
• Communication – Radio / Cable TV
• Trust In After Sales Service
• Local Language
What is crucial for success in Rural Markets
Business is like a child
Business goes where it is invited
Business stays where it is well treated
• Consumers do not care how much you
know Until they know how much you care
Why Customer’s quit
(U.S. News and World Report)
3% Move away
5% Develop other Friendships
9% Competitive Reasons
14% Product Dissatisfaction
68% Quit because of
ATTITUDE OF INDIFFERENCE TOWARDS
THE CUSTOMER BY THE DEALER
“The purpose of an Enterprise is ‘to create a
“The aim of marketing is to make selling unnecessary.”
“While great devices are invented in the Laboratory,
great products are invented in the Marketing
Great Statements on Marketing
As an Entrepreneur you should
deliver to the consumers what you
would have expected as a consumer
The Golden Rule
In a nut shell…
•Marketing is an ancient art and omnipresent……
From barter system to going digital.
• Large number of activities, people and processes
are involved in marketing.
•Marketing involves creativity that makes you
different and gives you a recognition.