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Understanding Marketing Eras: Strategies from Production to Consumer Resistance

This presentation delves into key marketing eras, focusing on the evolution from the Production Era to the Sales Era. We will explore concepts like mass production, pricing strategies, and the influential role of marketing in consumer behavior. Key topics include the impact of marketing myopia, the importance of understanding customer needs, and strategies to revitalize fallen brands. Participants will engage in group work to hypothesize why certain brands have lost popularity and develop actionable marketing concepts based on the 4Ps framework.

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Understanding Marketing Eras: Strategies from Production to Consumer Resistance

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Presentation Transcript

  1. Before we start MARKETING…..

  2. Pass hone ka FORMULA Show Groups

  3. Group Rules • No changes • Any member can be made to present • If member is absent, he/she will get a ZERO • Ways / Time / Place of work to be decided by the group themselves • Printout of presentation to be submitted at the outset of the class

  4. Production Era (Inds. Rev. – 1920) • Mass Production – Lower Costs – Lower Prices – Mass Distribution • Americans can get any car from FORD as long as it is black • Availability and low price assumed to be the only purchase drivers! • Marketing Myopia (Theodore Lewitt) • China!

  5. Sales Era (1930 – 1950) • Consumers show a natural resistance to buy • Need to be coaxed into buying • Aggressive selling & promotion the key drivers • Still practiced with Unsought Products • Encyclopedias, Insurance, Fund Raising

  6. Exercise • In your BOMM Groups do the following in the next 30 minutes: • Choose any one iconic brand which is now not as popular • Develop a hypothesis on why you feel the brand has lost its once enjoyed popularity • Make a 2-minute presentation to the Class

  7. You scratch my back… MARKETING (Meeting needs profitably) And I’ll scratch yours.

  8. WHOM, WHAT, HOW to Sell? HOW to Sell?

  9. Competency Customer Inputs Marketing Product Product Marketing Inputs Customer Competency Orientation Shift

  10. Marketing Era (1950 Onwards) PRICE CUSTOMER ORIENTATION PRODUCT PROMOTION PLACE

  11. Marketing in Action • Nano • Makemytrip.com • Amazon • HP All-in-One • Facebook

  12. NEED WANT DEMAND Pre-exist May be latent Food Specific satisfier of need McDonalds Purchasing power to buy the want Mercedes Marketers Influence Role of Marketing

  13. SATISFY RETAIN Marketers Task ATTRACT

  14. Group Assignment • Representative of the Group to pick one brand which has come down • With the help of basic consumer research, make a presentation on how you would apply the marketing concept on that brand • Share the 4Ps • Refer to a reference book for conceptual details

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