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“NEW ISSUES IN MARKETING”. "Progress is possible, No one can stop it, but obstacle is there, we have to face it.“ - Amartya Sen. GLOBALISATION. NEW ISSUES IN MARKETING. LEGAL ISSUES. CONSUMERISM. GREEN MARKETING. “GREEN MARKETING”.

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new issues in marketing
“NEW ISSUES IN MARKETING”

"Progress is possible, No one can stop it, but obstacle is there, we have to face it.“

- Amartya Sen

slide2

GLOBALISATION

NEW ISSUES

IN

MARKETING

LEGAL ISSUES

CONSUMERISM

GREEN

MARKETING

green marketing
“GREEN MARKETING”

Marketing of products that are presumed to be environmentally safe……

evolution of green marketing
“EVOLUTION OF GREEN MARKETING”

It has three phases:

ECOLOGICAL GREEN MARKETING

ENVIRONMENTAL GREEN MARKETING

SUSTAINABLE GREEN MARKETING

why green marketing
“WHY GREEN MARKETING?”

Opportunities or competitive advantage

Corporate Social Responsibility (CSR)

Government pressure

Competitive pressure

Cost or profit issues

Green marketing mix

benefits of green marketing
“BENEFITS OF GREEN MARKETING”

Access to new markets

Increase their profit sustainability

Enjoy competitive advantage

green marketing cases
“GREEN MARKETING CASES”

Philips Light's "Marathon“

Electronics Sector

Introduction of CNG in Delhi

Car Sharing Services

globalistaion
“GLOBALISTAION”

THOMAS FRIEDMAN

calls it

“FLATTENING OF THE WORLD”

marketing constituents to be analysed
“MARKETING CONSTITUENTS TO BE ANALYSED”

The Consumer

Brands

Marketers

Academics

global marketing strategies
“GLOBAL MARKETING STRATEGIES”

Are market  force  driven

Are cost  driven

Are government regulation driven

Are industry  demand  driven

Are competition driven

benefits of product marketing imports
“BENEFITS OF PRODUCT MARKETING IMPORTS”

Products / services unavailable in your country

Cheaper products/ services

your  country

Improves  the  lifestyle.

Generates  jobs

Enriches  the  population  with

 imported  culture

Educates  the  population

Increases  the  culture  exposure

benefits of product marketing exports
“BENEFITS OF PRODUCT MARKETING EXPORTS”

An  opportunity  to other countries to  taste your products or services

Sell your country's products or services

 Job opportunities  

Export  income

Foreign  exchange reserves

Better  life  for  the  people

 Learn foreign  languages

slide15
The real differentiator of customer – centricity in a commoditised world of media products - Customer Service !
consumerism
“CONSUMERISM”

A Social movement intended to safeguard the right of consumers…

slide17

“ CONSUMER ”An entity who consumes the product is called a consumer.“ A consumer is the most important visitor on our premises . He is not dependent on us we are on him . He is not an interruption to our work; he is the purpose of it . We are not doing a favor to a consumer by giving him an opportunity; he is doing us a favor by giving an opportunity to serve him”.- Mahatma Gandhi

slide18

“ MARKETING CONCEPT ”Business run on revenue and that revenue comes from consumer. So, consumers are the ultimate source of income . The marketing concept, simply stated, suggest that the purpose of a business is to provide customer satisfaction . Thus, it is anticipated that the firm will maximize long term profitability through customer orientation.

evolution of consumerism
“ EVOLUTION OF CONSUMERISM ”

Industrial Revolution

Plenty of supply

Increased alternative

Choice making

Customer is king

Competition

Consumerism

slide20

The Right to Be Informed

The Right to Be Safe

Basic Consumer Rights

The Right to Be Heard

The Right to Choose

slide21

CAUSES OF CONSUMERISM :-1. Consumer Sovereignty 2. Consumer Ignorance (decisiveness) consumer gets suffered: (a) Directly (b) Indirectly

directly
DIRECTLY
  • Health & Safety
  • Repair & servicing
  • Pricing issue
  • Product quality
indirectly
INDIRECTLY
  • Pollution in environment
  • Moral issues ( e g. child labour )
benefits of consumerism
“BENEFITS OF CONSUMERISM”
  • Safer products to consumers
  • Market expansion
  • Builds social image
  • Aware society
challenges of consumerism
“CHALLENGES OF CONSUMERISM”

Addictive lifestyle

Made consumer choices more difficult

New legal remedies and safeguards

Product Evaluation

Instructions

Complaints

predicting consumerism s future
“PREDICTING CONSUMERISM’S FUTURE”

Studying the consumer trends.

Examining the potential resource mobilization skills.

A constituency for consumer organizations.

To overcome “free-rider” problem.

Organizations with societal trends will be the most successful

consumerism in 21 st century
“CONSUMERISM IN 21ST CENTURY”

Materialism

Wealthy Consumers

Emulation

slide28
“ LEGAL ISSUES

IN MARKETING ”

brief overview
“ BRIEF OVERVIEW ”

LAWS

̶ FOOD ADULTERATION ACT

̶ DRUG AND MAGIC REMEDIES ACT

̶ DO NOT DISTURB LAW

̶ SPAM PREVENTION

– INDUSTRIES ACT

● IMPORTANCE OF THESE LAWS

the prevention of food adulteration act 1954
“THE PREVENTION OF FOOD ADULTERATION ACT ,1954”

Related to food and beverage companies

Prevention of Food Adulteration

Prevention of misbranding

Misbranding is considered if

Wrong information about the content of product

Wrong information about the origin of

product

Wrong advertisement about the effects of product

drug and magic remedies act 1954
“DRUG AND MAGIC REMEDIES ACT, 1954 ”

This act is for pharmaceutical companies.

According to this act, marketing department of these companies cannot

Promote those advertisement which enhance self- medication

Prohibition of advertisement of certain which are used to cure impotency, sexual and menstrual disease

the industries act 1951
“ THE INDUSTRIES ACT, 1951”

It influences the product and distribution decisions of companies in India.

It prevents black marketing

do not disturb law
“DO NOT DISTURB LAW”

This is a new law which was introduced to protect one’s personal life

According to this law, after registering one’s number to the service provider they cannot call or message the customer and if they do so they will be fined

spam prevention
“ SPAM PREVENTION ”

This is to prevent unwanted online marketing

According to it sending spam is illegal.

importance of these laws
“ IMPORTANCE OF THESE LAWS ”

These laws help in

  • Preventing Consumer Exploitation
  • Preventing Illegal Marketing Practice
  • Maintaining the government’s control over these institutions
legal issues
“LEGAL ISSUES”
  • Behavioral Targeting
  • Green Advertising
  • Drug Advertising
  • Endorsements & Testimonials
contd
Contd……
  • Product Placement or ‘embedded advertising’
  • Legal ramifications of user -generated content
  • Agency – Client Relationships
other issues in marketing
“OTHER ISSUES IN MARKETING”
  • Viral Marketing
  • Custom facebook page design
  • Digital strategy and the advertising contract
  • Google retargeting
  • Mystery Marketing