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    The Holistic Marketing Approach

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    Prnay Aneja
    Holistic marketing is a whole business strategy that integrates marketing, communications, products and services, channels, ethics, environment, legal, community, and relationship marketing. It stresses consistency, a strong brand image, and maintaining a consistent experience for customers across all aspects of the business. Companies that implement holistic marketing, like Apple and Starbucks, focus on internal marketing to employees as well as socially responsible practices to benefit stakeholders like customers, communities, and the environment.

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    The Holistic Marketing Approach

    Uploaded by

    Prnay Aneja
    58 views14 pages
    Holistic marketing is a whole business strategy that integrates marketing, communications, products and services, channels, ethics, environment, legal, community, and relationship marketing. It stresses consistency, a strong brand image, and maintaining a consistent experience for customers across all aspects of the business. Companies that implement holistic marketing, like Apple and Starbucks, focus on internal marketing to employees as well as socially responsible practices to benefit stakeholders like customers, communities, and the environment.

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    the holistic marketing approach

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    Holistic marketing is a whole business strategy that integrates marketing, communications, products and services, channels, ethics, environment, legal, community, and relationship marketing. It stresses consistency, a strong brand image, and maintaining a consistent experience for customers across all aspects of the business. Companies that implement holistic marketing, like Apple and Starbucks, focus on internal marketing to employees as well as socially responsible practices to benefit stakeholders like customers, communities, and the environment.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    58 views14 pages

    The Holistic Marketing Approach

    Uploaded by

    Prnay Aneja
    Holistic marketing is a whole business strategy that integrates marketing, communications, products and services, channels, ethics, environment, legal, community, and relationship marketing. It stresses consistency, a strong brand image, and maintaining a consistent experience for customers across all aspects of the business. Companies that implement holistic marketing, like Apple and Starbucks, focus on internal marketing to employees as well as socially responsible practices to benefit stakeholders like customers, communities, and the environment.

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    © All Rights Reserved
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    Download as pptx, pdf, or txt
    of 14

    Holistic Marketing

    A Whole Business Strategy


    Holistic Marketing:
    Diagram-

    Socially
    Communications Integrated Ethics
    Products & Responsible
    Marketing Environment
    Services
    Channels
    Marketing Legal
    Community

    Marketing
    Management Internal Relationship Customers
    Channels
    Other
    Departments Marketing Marketing Partners

    Holistic
    Marketing
    Holistic Marketing:
    Internal Marketing-
    A Unique Aspect of the
    Holistic Concept is The
    Burden on Internal
    Marketing
    This forces everyone to “think customer”

    The performance of the company is


    marketed, this presents a good corporate
    citizenship image

    The Consumers, Employees


    The Product is Marketed
    and Managers Have to
    Internally Customers indulge in a cultural and
    Believe In What They Say
    ethical audit of corporations
    Holistic Marketing:
    Case in Point-

    Internal Marketing Ensures That Internal Staff


    Link With External Customers

    ™ Employees Uphold Apple Principles and the


    Brand and are Purposely Recruited, Trained
    And Retained

    This Strategy is Carried Across all Aspects of


     Consider Apple - Their the Apple Brand
    Advertising Strategy is Simple
    This Allows Apple to Charge Prices Above
    – A Sleek, Modern Product Those of Their Competition and Dominate the
    that Works Faster and Smarter Hardware Market
    Holistic Marketing:
    Integrated Marketing-

    Stresses the
    Importance of Centers Around a
    Strong, Focused
    Communicates
    Through a Clear,
    Consistent, Brand Image Consistent Voice

    Seamless, Multi-
    Dimensional Brand
    Maintains a
    Experience for the Utilizes Traditional
    and Digital Media
    Consistent Look
    Consumer for Promotion
    and Feel Across all
    Media
    Holistic Marketing:
    Integrated Approach-

    Social Media Advertising  A mix of strategies and methods


    designed to capture the attention of
    the potential customer
    The Holistic
    Approach To  Retaining a customer costs five
    Communication times less than attracting a new one
    Direct Marketing Sales Promotion

     Care is given to the costs and


    benefits of the customer perceived
    Public Relations
    value
    Holistic Marketing:
    Case in Point-

    Brand Repositioning They created an interactive technology filled store they


    named “Heineken the City”

    Heineken Engagement They made new “green” changes and advertised the
    Focused ways they were saving the planet
    on Four Main Exposure
    Themes: Heineken City was created to physically give customers a
    Interaction place to experience the brand

    Relationships They developed sponsorship programs with many local


    businesses

    They stepped up global presence, while consistently


    portraying the brand and product image
    Holistic Marketing:
    Socially Responsible Marketing-

    Ethics: Social Responsibility:

    Ethics Focuses Social Responsibility


    on the Considers the Total
    Marketing Effect of Your
    Group Decisions Practices on Society
    Holistic Marketing:
    Responsibility-
    Socially Responsible Marketing is
    Taking Moral Actions That Encourage a Employees
    Positive Impact on Stakeholders

    Community

    Including:
    Consumers

    Shareholders
    Holistic Marketing:
    Case in Point-
    Gave Comprehensive
    Health Care to all its
    Employees, Even Temps

    Offers “Bean Stock”


    Financial Option, Applied
    Fair Trade Export Practices

    Offered the World’s First


     Starbucks Introduced America to The Rich Recycled Cup; While
    Promoting a Literacy
    Sensory Experience of Coffee Program

    Thus Retaining its Passion


    For Coffee, With a Sense
    of Humanity
    • Eligible partners are granted Bean
    Stock Restricted Stock Units (RSUs), which turn
    into shares of Starbucks stock after a specific
    period of time has passed.
    • Simply put, if you stay employed by Starbucks for
    at least one year from the grant date with no
    breaks in service, you’ll receive the first 50% of
    your Bean Stock grant. If you’re still employed two
    years from the grant date, you’ll receive the
    remaining 50%. Once you own the shares, you can
    hold or sell them.
    Holistic Marketing:
    Relationship Marketing-

    Practices & Strategies Used by Companies to Manage Helps Grow Business Relationships
    Customer Exchanges and Data During the Customer With Customers, Assists in Customer
    Lifecycle
    Retention and Driving Sales
    Holistic Marketing:
    Case in Point-

    Social Impact
    ™

     The company measures its


    value by performance based
    indicators and two other factors

    Environmental
     It has been getting, keeping and
    growing customers by
    Impact
    connecting strong bonds
    THANK YOU

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