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Marketing Myopia
Team Members
•   SHRADHA BHAT      C-10
•   KUNAL MEHTA       P-40
•   PIYUSH WHANMANE   P-59
•   AMOL MESHRAM      P-42
•   GIRISH TOLANI     P-54
Learning's from Article
• The Paper marked the beginning of the modern
  marketing movement
• Company’s had narrow understanding of what
  business they are in
• It exhorted CEOs to re-examine their corporate
  vision; and redefine their markets
• Focus on long-term profit objectives
Learning's from Article
• Grab the missing opportunities which were plain
  to see once they adopted the wider view
• There is a greater scope of opportunities as the
  industry changes
• It trains managers to look beyond their current
  business activities and think "outside the box".
Learning's from Article
 Sustained growth depends on how broadly you
  define your business—and how carefully you
  gauge your customers’ needs.
   What business are you really in?
   Narrowing the thoughts
   They viewed themselves as providing a product
    instead of serving customers.
   Putting themselves at risk of obsolescence.
   Meeting customers’ needs rather than selling
    products.
The Idea in Practice
 We put our businesses at risk of obsolescence
  when we accept any of the following myths:
   Myth 1: An ever-expanding and more affluent
    population will ensure our growth
   Myth 2: There is no competitive substitute for
    our industry’s major product.
   Myth 3: We can protect ourselves through mass
    production.
   Myth 4: Technical research and development will
    ensure our growth
Maruti Gypsy
• Gypsy was one of India's first sports utility
  vehicles.
• The brand had the tagline of " There is a Gypsy
  in Everyone".
• Gypsy did not change itself in tune with the
  changing industry requirements.
• The company enhanced the power from 975cc to
  1300 cc only after 11 years.
LML Vespa
• LML Vespa was with the collaboration of Bajaj,
  LML & Piaggio.
• Two wheeler industry was redefined from
  scooter to motorbike
• When scooters was considered a work- machine,
  it was Vespa which redefined the market.
• LML was not able to upgrade their scooter.
Ambassador
• Can be called as the first Indian car.
• 1958 to 1980's Ambassador ruled the Indian
  market
• HM never bothered to rationalize the price of
  the brand.
• Branding and product development.
HMT Watches

•   Market share.
•   Neglected its strength .
•   Advertisement
•   Retailer Stores
Aarey Energee Drink
• Industry- Flavoured milk
• Was a leader initially, Now
  Amul Kool is the market leader
  with 90% share
• Concentrated to Mumbai
  market
• All competitor products
  available in Tetrapacks
• Government owned
  organization
Doordarshan TV Network

• Only option available to Indian Viewers till late
  ‘80s
• Hugely successful programs like RAMAYANA,
  MAHABHARATA, Chhaya-geet, Malgudi Days
  etc.
• Did not catch up with the latest technology,
  trends & changing consumer tastes
• Tough competition from new satellite channels
Marketing Myopia

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Marketing Myopia

  • 2. Team Members • SHRADHA BHAT C-10 • KUNAL MEHTA P-40 • PIYUSH WHANMANE P-59 • AMOL MESHRAM P-42 • GIRISH TOLANI P-54
  • 3. Learning's from Article • The Paper marked the beginning of the modern marketing movement • Company’s had narrow understanding of what business they are in • It exhorted CEOs to re-examine their corporate vision; and redefine their markets • Focus on long-term profit objectives
  • 4. Learning's from Article • Grab the missing opportunities which were plain to see once they adopted the wider view • There is a greater scope of opportunities as the industry changes • It trains managers to look beyond their current business activities and think "outside the box".
  • 5. Learning's from Article  Sustained growth depends on how broadly you define your business—and how carefully you gauge your customers’ needs.  What business are you really in?  Narrowing the thoughts  They viewed themselves as providing a product instead of serving customers.  Putting themselves at risk of obsolescence.  Meeting customers’ needs rather than selling products.
  • 6. The Idea in Practice  We put our businesses at risk of obsolescence when we accept any of the following myths:  Myth 1: An ever-expanding and more affluent population will ensure our growth  Myth 2: There is no competitive substitute for our industry’s major product.  Myth 3: We can protect ourselves through mass production.  Myth 4: Technical research and development will ensure our growth
  • 7. Maruti Gypsy • Gypsy was one of India's first sports utility vehicles. • The brand had the tagline of " There is a Gypsy in Everyone". • Gypsy did not change itself in tune with the changing industry requirements. • The company enhanced the power from 975cc to 1300 cc only after 11 years.
  • 8. LML Vespa • LML Vespa was with the collaboration of Bajaj, LML & Piaggio. • Two wheeler industry was redefined from scooter to motorbike • When scooters was considered a work- machine, it was Vespa which redefined the market. • LML was not able to upgrade their scooter.
  • 9. Ambassador • Can be called as the first Indian car. • 1958 to 1980's Ambassador ruled the Indian market • HM never bothered to rationalize the price of the brand. • Branding and product development.
  • 10. HMT Watches • Market share. • Neglected its strength . • Advertisement • Retailer Stores
  • 11. Aarey Energee Drink • Industry- Flavoured milk • Was a leader initially, Now Amul Kool is the market leader with 90% share • Concentrated to Mumbai market • All competitor products available in Tetrapacks • Government owned organization
  • 12. Doordarshan TV Network • Only option available to Indian Viewers till late ‘80s • Hugely successful programs like RAMAYANA, MAHABHARATA, Chhaya-geet, Malgudi Days etc. • Did not catch up with the latest technology, trends & changing consumer tastes • Tough competition from new satellite channels