MARKETING PHILOSOPHIES

MOST OF US ARE FASCINATED TOWARDS SPORT WEARS , AS THEIR IS PHYSCHOLOGICAL PERCEPTION THAT IT MAKES US LOOK COOL AND BUILDS OUR PERSONALITY . WE FEEL THE DISTINCT VIBE ALTOGETHER . IF I LIST OUT THE BRANDS DELIVERING THE SPORT WEARS , THE LIST IS ENDLESS , STARTING FROM REEEBOK TO SKETCHERS AND THE LIST GOES ON . THE COMPETITION IS VERY TOUGH IN THIS MARKET , AS THE PRODUCTS ARE SUBSITUTE TO EACH OTHER , THE DIFFRENTIATION CAN ONLY BE MADE IN THEIR PRICES AND QUALITY . WE USUALLY BUY THE PRODUCT ONLY IF WE ARE SATISFIED WITH IT . SO , TO SATISFY THE CUSTOMERS , TO BUILD PROFITABLE RELATIONSHIPS WITH THE CUSTOMERS , TO UNDERSTAND THE NEEDS OF THE CUSTOMERS AND DEVOLOP THE PRODUCT , MARKETERS USE THE MARKETING PHILOSOPHIES AND DESIGN MARKETING STRATEGIES TO ENGAGE THE TARGET MARKET.

FIVE CONCEPTS

THE PRODUCTION CONCEPT

IN THIS CONCEPT , THE MAIN FOCUS OF THE MARKETER IS TO INCREASE THE VOLUME OF PRODUCTION AND ITS DISTRIBUTION TO THE CUSTOMERS. IT IS ASSUMED BY THE MARKETERS THAT THE PRODUCTS ARE AVAILABLE AND HIGHLY AFFORDABLE. THE ELEMENTS ARE LOW COST , HIGH PRODUCTION AND MASS DISTRIBUTION.

TAKING THE EXAMPLE OF REEBOK , IT IS SPORT COMPANY HAVING WIDE REACH TO THE CUSTOMERS AND TARGETING ALMOST ALL THE INCOME GROUPS IN THE COUNTRY. THE PRODUCTS ARE ALSO CHEAPER TO BUY COMPARED TO OTHER BRANDS OF SAME LINE.

THE PRODUCT CONCEPT

IN THIS CONCEPT , THE MAIN FOCUS OF THE MARKETER IS TO DEVOLOP THE PRODUCT INNOVATIVELY. THIS STRATEGY FAVOURS THE CUSTOMERS BY AIMING TO OFFER THE BEST PRODUCT QUALITY , PERFORMANCE AND ITS FEATURES. THE MAIN ELEMENTS OF THIS CONCEPT ARE PRODUCT INNOVATION AND CUSTOMER SATISFACTION.

TAKING THE EXAMPLE OF SKETCHERS , THEIR SHOES , TROUSERS , TEES AND PANTS ARE DIFFRENT FROM OTHER BRANDS. THEIR SHOES ARE FASHIONABLE , CAN BE WEARED IN ANY OCCASSIONS , EVEN FOR COLLEGE. THEY LOOK COOL AND CLASSY. THERE ARE VARIETIES OF COLORS IN PANTS AND TROUSERS WITH LOOSE POCKETS , GIVING IT A ROYAL WEAR LOOK.

THE SELLING CONCEPT

IN THIS CONCEPT , THE MARKETERS MAINLY FOCUS ON INCREASING THE VOLUMES OF SALES WITH STRONG SALES PROMOTION. THE CUSTOMERS CAN ONLY BUY THE PRODUCT IF IT’S IMAGE IS CREATED IN THEIR MINDS WHICH CAN ONLY BE DONE THROUGH RIGOROUS SALES PROMOTION.

I MOST OF THE BUSINESSES USE THIS SO AS TO GAIN SALES . ALSO , NOT EVERY GOOD IS CONSUMED BY THE CUSTOMERS . THIS IS THE BEST STRATEGY TO IMPLEMENT THE SALES OF PRODUCT , NOT IN THE INTRESTS OF BUYERS , FOR INSTANCE , BLOOD DONATIONS , LIFE INSURANCE ETC.

THE MARKETING CONCEPT

IN THIS CONCEPT , THE MAIN FOCUS OF THE MARKETER IS THE ACHEIVEMENT IN THE ORGANSATIONAL GOALS . THE PRIORITY OF THE ENTERPRISES FOLLOWING THIS STRATEGY IS TO UNDERSTAND THE NEEDS OF THE CUSTOMERS , WANTS OF THEIR TARGET MARKET IS WHAT THE ORGANISATIONAL GOALS DEPENDS UPON.IT IS NOT A PRODUCT CENTRED PHILOSOPHY THAT IS MAKE AND SELL PHILOSOPHY . BUT , A CONSUMER CENTRED STRATEGY , SENSE AND RESPOND PHILOSOPHY . THE IDEA BEHIND IS NOT TO FIND RIGHT CUSTOMERS FOR THEIR PRODUCTS BUT TO DEVOLOP RIGHT PRODUCT FOR THE CUSTOMERS.

THE SOCIETAL MARKETING CONCEPT

IN THIS CONCEPT , THE MAIN FOCUS OF THE MARKETER IS THE LONG TERM PROFITS AND LONG TERM SATISFACTION OF THE CUSTOMERS. THIS CONCPT HOLDS THE STRATEGY TO DELIVER VALUE PRODUCTS TO THE CUSTOMERS FOR LONG TERM TO EARN LONG TERM PROFITS . AND IMPROVES BOTH CUSTOMER’s AND SOCIETY’s WELL BEING . BASICALLY , IT IS TO SELL THE PRODUCT TO SATISFY THE CUSTOMERS AND WITH A STRONG MESSAGE TO BRING CHANGE IN THE SOCIETY.

IT IS CALLED AS SUSTAINABLE MARKETING , SOCIALLY AND ENVIROMENTALLY RESPONSIBLE MARKETING .

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