The development of e-marketing has been one of the most important and influential trends in the field of business, marketing and Information Technology offer the past decade. It has revolutionized the manner in which certain businesses market their products and the advent of social media offers the potential to revolutionize the manner in which businesses and consumers interact in the future. E-marketing is a general term used to denote a wide array of different Internet-related activities. These include website building and promotion, consumer communications, e-mail marketing and newsgroup advertising. However, the term e-marketing has developed enormously over the past decade and today it encompasses a far wider range of activities and one of the most important of these is the use of social media in order to advertise online. So, e-marketing is the strategic process of creating, distributing, promoting and pricing products for targeted customers in the virtual environment of Continue reading
Marketing Concepts
Does Marketing of Brand Help?
Does Marketing of Brand Help? We take guidance from the definition of brand as a promise of value that is… Unique Relevant Sustainable These three dimensions of all brands point the way for marketers to create value inside any organization. Regardless of its role and expectations, marketing will win respect when it is recognized as a contributor of value that is unique (not generated by any other area, department or function), relevant (supporting results for the organization) and sustainable (ongoing and lasting). 1. Unique Value The unique value of marketing is its focus on customers. More than any other function, marketing leads the way for the organization to understand, attract and keep customers. While by no means an exclusive domain, marketing is uniquely absorbed with this external focus in holistic terms. Marketing’s contribution to the organization is to lead the way in customer focus by bringing the customer perspective inside Continue reading
The Social and Cultural Environment in Marketing
The socio-cultural environment is made up of institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors. Socio-cultural forces usually influence the welfare of a business firm in the long-run. With ever changing society the New demands are created and old ones are lost in due course. Thus necessary adjustments are to made in the marketing plan to meet the need need/wants of the target market. The socio-cultural factors that contribute to a change are; Demographics Cultural Influences Environmental issues Animal Welfare Social influences Social and cultural factors influence all aspects of consumer and buyer behavior. The difference between these factors in different parts of the world can be a central consideration in developing and implanting international marketing strategies. Social and cultural forces are often linked together whilst meaningful distinctions between social and cultural factors can be made in many ways by the way the Continue reading
Objections Against Advertising
Economic objections against Advertising The criticisms leveled against modern advertising on economic grounds can be summarized as follows: Advertising creates monopolistic tendencies: It is argued that skillful and forceful advertising tends to create semi-monopolies particularly for branded goods. Their plea is that the advertisements create new demands so that one product is preferred to the exclusion of others. But this allegation is baseless. Monopoly is not possible in a competitive market. Advertising stimulates competition. Very often many small advertisers complete successfully against the bigger traders. Advertising is unproductive: It is often argued that advertising is unproductive since it does not produce any tangible products. This argument is also worthless. All productive work need not result in tangible goods. Effective advertisement creates demand for the product and thereby stimulates production. It is indeed a valuable service to the producer. Thus, advertising is an economic necessity. Advertising compels the consumers to buy: Continue reading
Case Study on Ad Campaign for Bharti AirTel: “Express Yourself”
Bharti-Airtel Groups, with a customer base of more than 121million subscriber, form the largest cellular service provider of India. The Bharti group is now the world’s third-largest, single-country mobile operator and sixth-largest integrated telecom operator. The groups cater the mobile service in India under the brand name of Airtel and are headed by Sunil Bharti Mittal, He is termed as the Indian Telecom Mogul because of his largest telecom service provider in India. He is the chairman and the managing director of the Bharti Groups. The company has a turnover of US$ 12 billion. The businesses at Bharti Airtel have always been structured into three individual strategic business units (SBU’s) – Mobile Services, Airtel Telemedia Services & Enterprise Services. The Company has a market share of around 24.6% of the whole chunk of the mobile subscriber in India followed by Reliance Communication with 17.7% and Vodafone by 17.4%. Airtel has Continue reading
Brand Case Study: De Beers,Volkswagen and Nokia
DEBEERS The market for diamonds has never been characterized by free, dynamic and open competition. Everything about diamond industry is manipulated: supply, pricing, processing and retailing. The leader of the diamond industry is De Beers, a company that produces half of the world’s high-quality diamonds. This case explores the impact of marketing on the diamond market and how it helped to shape the public perception of diamonds as a desirable gift over the course of the 20th century. De Beers ‘Diamonds are Forever’ advertising campaign, which started in the 1940s, was to become one of the most effective of the 20th century. It enabled De Beers to manipulate demand as well as supply. With the help of their agency, they created a mindset, which later swept the world, in which diamonds came to be perceived, not simply as precious gems (of which there are many) that could be traded according Continue reading