It is the presentation about demarketing, by- Kishore.T.S, Management student from MSNIMT, Chavara, Kollam(Kerala state)

1. D
KISHORE .T.S
MSNIMT

2. D of g
Kotler and Levy define demarketing as “discouraging
customers in general or a certain class of customers in
particular on either a temporary or a permanent basis”.

3. M
Demarketing basically refers to when a company
discourage its customers to buy the product produced by
them.
Its because of shortage of supply
want to promote their other products and the company is not
having so much profit with the sale of that product.

4. E
This happened in case of Tata Nano, when the demand for Tata
Nano increased from its supply level then Tata started promoting
their other products and completely stopped the promotion of Tata
Nano.
When Maruti A-star was launched, for the promotion of A-star
Maruti started discoursing its customers to buy Maruti Xtilo.

5. 4

6. Demarketing can be three forms:
1. General Demarketing
2. Selective Demarketing
3. Ostensible Demarketing

7. 1.
To reduce demand in general. General demarketing is used when a
firm (or government) wants to demarket to everyone. General
demarketing is required when a company wants to shrink the level
of total demand.
Example: the government demarkets cigarettes and alcohol
(discouraged goods) and illegal drugs (a banned good)

8. 2.
Here a target set of consumers are discouraged from purchases. It
is to protect the core/loyal customers.
Example: A landlord might demarket its property to a group of
students if he prefers family for rent purposes.

9. 3.
Occurs when a seller creates an artificial or perceived
shortage to whet consumer appetites.
Limited distribution of goods may induce consumers to
stockpile these “hard-to-get” items.
Example : BMW announced in 1997 that it was having to
restrict supply to the UK market

10. D
Can be categorized as
1. Passive de-marketing
2. Active de-marketing
3. Complete de-marketing

11. 1. Passive de-marketing
Hereonlyconsumersunaffectedbydemarketingprogram
continuetousetheproduct.
Example:Warningoncigarettesandhighlightingharmfulof
cigarettesonhealthcomesunderpurviewofpassivedemarketing

12. 2. Active de-marketing
It uses the marketing mix to decrease demand in several or
every market segment.
Example: Regulating prices to reduce consumption of products
3. Complete de-marketing
It ceases sales of the product.
Example: Recall of products from market in case of unsuitability to
the market.