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    Marketing Myopia (Team 5)

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    api-3707078
    1) The document discusses the concept of "marketing myopia" where companies focus too much on the product instead of the customer's needs. 2) It provides examples of companies that failed to see opportunities or faced substitution effects because they narrowly defined their business based on the product instead of the customer benefits they provide. 3) Key lessons are that companies must think from the customer's perspective, continuously innovate to satisfy changing customer needs, and not become complacent thinking growth will continue just because of increases in population.

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    Marketing Myopia (Team 5)

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    api-3707078
    910 views19 pages
    1) The document discusses the concept of "marketing myopia" where companies focus too much on the product instead of the customer's needs. 2) It provides examples of companies that failed to see opportunities or faced substitution effects because they narrowly defined their business based on the product instead of the customer benefits they provide. 3) Key lessons are that companies must think from the customer's perspective, continuously innovate to satisfy changing customer needs, and not become complacent thinking growth will continue just because of increases in population.

    Original Description:

    Presented on: 11/9/2007 \ Group: Vivek Kapasi, Vivek Kedia, Viraj Patil, Vruti Shah, Yashraj Bhatt.

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    1) The document discusses the concept of "marketing myopia" where companies focus too much on the product instead of the customer's needs. 2) It provides examples of companies that failed to see opportunities or faced substitution effects because they narrowly defined their business based on the product instead of the customer benefits they provide. 3) Key lessons are that companies must think from the customer's perspective, continuously innovate to satisfy changing customer needs, and not become complacent thinking growth will continue just because of increases in population.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    910 views19 pages

    Marketing Myopia (Team 5)

    Uploaded by

    api-3707078
    1) The document discusses the concept of "marketing myopia" where companies focus too much on the product instead of the customer's needs. 2) It provides examples of companies that failed to see opportunities or faced substitution effects because they narrowly defined their business based on the product instead of the customer benefits they provide. 3) Key lessons are that companies must think from the customer's perspective, continuously innovate to satisfy changing customer needs, and not become complacent thinking growth will continue just because of increases in population.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 19

    Marketing Myopia

    Presented by-
    Vruti Shah
    Vivek Kedia
    Yashraj Bhatt
    Viraj Patil
    Vivek Kapasi
    Key Learnings
    • What business are we in?
    • Substitution Effect
    • Complacency – Population Myth
    • Achieving Sales Target – Production
    Pressures
    • Focus on Product & not Customer
    What Business are we in?

    • Growth is life
    • Obvious opportunities exhausted
    • THINK AGAIN!
    • Helicopter View
    • Cater to the sector & not the industry.
    What Business are we in?
    MULTIPLEXES
    •Selling EXPERIENCE… NOT Movies
    •Facilities – Cafeteria, Parking space, Shopping,
    Recreation
    What Business are we in?
    MTNL
    • COMMUNICATION & NOT Tele-
    communication.
    • Mobile - Faster & cheaper.
    What Business are we in?

    •INDIAN POST OFFICE


    Substitution Effect
    • Every product is substituted… sooner or
    later.
    • The belief – no competitive substitute will
    be available – MYOPIC APPROACH.
    Substitution Effect
    •CABLE OPERATORS – TATA SKY (DTH)
    Substitution Effect

    • Identified Potential Threat – TATA 1Lac


    Car
    • Exploring Introduction of $3000 Car
    Population Myth - Complacency
    • Increase In Population – Increase in Income
    - Increase in Sales???
    • To Survive – CUSTOMER FOCUS –
    Innovation
    Population Myth -
    Complacency

    •Largest Network of Branch –


    Assumed Leadership Position
    •No Focus on Service – Today
    having tough time
    Population Myth -
    Complacency
    •Sugar Industry – Complacent
    •Customers Demanding Low-Calorie Products
    •Absence Of Customer Oriented innovation
    •Availability of low calorie,economical
    substitute – Kills the Market
    Production Pressures –
    Hardcore Selling
    •Mass production – Low cost – But No
    guaranteed sales
    •To MOVE products – Selling Is done and
    not Marketing
    •Creating, Delivering And SATISFYING
    Consumer is required
    Production Pressures –
    Hardcore Selling
    •Mobile Service Provider - DSA
    •To Reduce Cost – increase
    Subscriber base
    Production Pressures –
    Hardcore Selling
    •Banks like ICICI use aggressive
    marketing for Credit cards & loans.
    Production Pressures –
    Product Provincialism
    •Change your product to adapt to the changing
    patterns of consumer tastes & needs.
    •No amount of improvement can stave off its
    death.
    Dangers Of R&D

    •Even a Superior product Sells If & Only


    If Consumer need is satisfied & it is well
    marketed.
    •Excessive R&D sometimes leaves
    marketing strategies high & dry.
    •Understand the Consumer First and then
    develop the product to suit his need.
    Dangers Of R&D

    •Microsoft “ZUNE” – “Apple iPod”


    Dangers Of R&D

    •POWER(HPCL) & SPEED(BPCL) could


    have done with better marketing.
    •The companies don’t focus on other
    possible sources of energy.

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