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.