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.
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