1. Relevance of Marketing Concepts to Indian Companies

2. Two divisions of Marketing Concepts
Traditional Marketing Concept
Modern Marketing Concept
Traditional Marketing Concept
Not Relevant in Indian Companies
Adopts Attitude of Profit Maximization at Expense of Customers
Consumers are taken for granted
Entirely Profit Oriented
Outdated Concepts
Dangerous for Business

3. Modern Marketing Concept
Production as per needs and expectations of customers
Modern concept which is against profit maximization and exploitation of customers
Uses Marketing as a means for social welfare
Consumer Orientation
Realising organizational goals including adequate profit earning
Consumer is treated as purpose of marketing
New Orientation Of Marketing
Production Orientation – Marketing Orientation
Product Orientation – Customer Orientation
Supply Orientation – Demand Orientation
Sales Orientation – Satisfaction Orientation
Internal Orientation – External Orientation

4. Marketing environment
Marketing environment refers to the socio-economic and political situation within which the business enterprises have to operate.
This environment creates new opportunities and challenges for the business.
Thus it is a result of various marketing forces like market competition, introduction of new products in the market etc.
Features of marketing environment
It is the situation within which the marketing firms have to operate.
Marketing firms have practically no control over it.
It is a net result of various socio economic factors.
It is always flexible or liable to change.
Marketing environment and marketing management are both related concepts.

5. Factors determining marketing Environment
Micro / Internal factors
Corporate resources
Suppliers
Customers
Middlemen
Competitors
Society
Macro / External factors
Demographic
Economic
Social and cultural
Political
Technological
Natural / physical
Market competition
Factors affecting consumer demand

6. Present Marketing Environment in India
Population Growth
Liberal Economic Situation
Favorable Agricultural Situation
Growing Importance of Social Situation
Changing Needs of Consumers
Importance of Advertising and Publicity
Role of Computers in Marketing Activities

7. Marketing Challenges After Liberalization
De-licensing
Increased competition
Pressure of buyer’s market
Dominance of multinationals
Going global
Far Reaching Change in Indian Business Environment
Entrepreneurial freedom
Rise in foreign investment
Radical changes in capital markets
Significant changes in banking sector
Superiority of private sector

8. Growing Relevance Of Marketing To Indian Economy
Marketing, now, occupies an important position in the Indian economy. It acts as a vehicle for the promotion of industrial and economic development.
The internal marketing system in India is fast expanding and improving. Our markets are flooded with Indian and foreign goods.
Marketing is likely to become core sector of Indian economy in years to come. Exploiting growing market opportunities is likely to become a new challenge to Indian manufacturers, traders and exporters.
In brief, the relevance of marketing is growing fast in Indian economy. We have to use this favourable situation to our benefit.

9. Meaning of rural marketing
Rural marketing refers to marketing activities in the rural area which covers major portion of total geographical area and population of the country. Rural markets refers to marketing centers operating in the rural areas where favorable marketing infrastructure may not be present.
Features of Rural Marketing In India
Large number of buyers
Demand relates to harvest season
Rural consumers get income from agriculture
Consumers have diverse socio-economic background
Inadequate infrastructure facilities
Fast changing demand pattern

10. Changing Profile Of Rural Marketing
Good demand for certain articles like radio, TV, readymade garments etc.. And new products getting support from rural market
Position of rural market has changed compared to last 20 years
42% of Indian villages own TV sets and this shatters the old myth that villagers resist change
In service sector, Canara bank is one of the largest banks in rural India
Coke strategies to capture rural market
Between , the percentage of low income household came down from 73 to 51 percent while high income earning households increased by 0.3 to 2.3 percent

11. Factors Contributing To Growth Of Rural Marketing
Economic and Agricultural development
Large scale expansion and infrastructure facilities
Changes in demand pattern
Growth of industrial activities
Impact of green revolution
Favorable government policies

12. Example Market Scenario Barriers The Challenge Campaign Objectives
With increasing life expectancy on one hand and rising inflation and medical costs on the other, the need for planning one’s retirement was emerging as an important one.
Barriers
Low awareness of the need of early retirement planning
The word retirement bringing all the negatives associated with the old age.
The Challenge
To re-position the traditional concept of retirement planning
Create relevance among age group
Campaign Objectives
Bring the concept of planning for retirement into consideration
Sales target: INR 400 million
Share of total pension market :10 percent

13. Example Role of Media Creative strategy
Offers a fresh perceptive by mirroring the never say die attitude of the 35 years old
The message “retirement from work – not life!”
Role of Media
Retirement solution seminar
Direct marketing campaign
Retirement planner & retirement calculator
Television, newspaper, consumer magazine, radio, internet etc.
Results
Campaign triggered a large number of consumer response calls ( calls and s).
Sales achieved for period sep-mar were INR 740 million as compared to the expected INR 400 million.
Market share gain: from 10% to 23%