CURRENT AND EMERGING
TRENDS IN MARKETING
PREPARED AND PRESENTED BY:
AVHINANDAN KHAJURIA
0601MBA14,KATHUA CAMPUS,JU

Present Marketing
In the present scenario, marketing has changed
the world and it self. Now it is not like earlier that
by giving advertisement on television and
newspaper will increase the sales and awareness of
the product. It has come a long way to this
situation. There is a huge decline in traditional
means of marketing.

Important Shifts In Marketing Practices
• Reengineering
• Supplier
Partnering
• Customer
Partnering
• Globalizing
• Monitoring
• Outsourcing
• Benchmarking
• Accelerating
• Empowering
• Merging
• Flattening
• Focusing

Reengineering :
Appointing teams to manage customer-value-building processes and break
down walls between departments.
Supplier Partnering:
Partnering with fewer but better value-adding suppliers.
Customer Partnering:
Working more closely with customers to add value to their operations.
Globalizing:
Increasing efforts to “think global” and “act local”.
Monitoring:
Tracking what is said online and elsewhere and studying customers,
competitors, and others to improve business practices.

Outsourcing:
Buying more goods and services from outside domestic or foreign vendors
Benchmarking:
Studying “best practices companies” to improve performance
Merging:
Acquiring or merging with the firms in the same complementary industries to
gain economies of scale and scope
Flattening:
Reducing the number of organisational levels to get closer to the customer
Focusing:
Determining the most profitable businesses and customers and focusing on
them

Accelerating:
Designing the organisation and setting up processes to respond more quickly to
changes in the environment
Empowering:
Encouraging and empowering personnel to produce more ideas and take more
initiative

Burning trends of 21st century marketing
• Social Media Marketing & Viral marketing
• Relationship Marketing
• Green Marketing
• Guerrilla marketing

Social Media Marketing
•Social media marketing is a umbrella term that
define the various activates that integrate technology
, social interaction and the construction of word and
picture. For social media marketing we need to have
creative idea which attract other people to the product.

Nescafe India #ItAllStarts
• Nestle India wanted to revamp its coffee
brand, Nescafe to make it more
contemporary with a fresh theme, “It all
starts with a Nescafe’. Instead of roping
in a celebrity, as was customary earlier,
the brand featured the story of a
stammering stand-up comedian
exclusively for fans.
• The film was well received on social
media and extended onto Twitter where
users were invited to share their stories
and be a part of Nescafe Journeys that
celebrated stories of resolve.

NatGeo ‘Cesar to the Rescue’
• For the India launch of National Geographic Channel’s much-awaited show
‘Cesar to the Rescue’, the brand indulged in an exciting social media strategy
that focused on the dogs rather than their owners. A #PoseWithYourDog
contest on Facebook and Twitter required dog owners to upload their
dogfies, i.e. selfies with their dogs, while the rewards went to the dogs. An
exclusive screening of the first episode was held at a meet-up for them as
well as their human friends, along with interactive fun games.

This campaign aimed to prove
to women that they were more
beautiful than they thought. A
powerful video was uploaded
to Dove’s YouTube channel
worldwide. The video has had
over 64.8M views to date.

Study explores what made
Kolaveri Di the sensation it
became and lists the elements
that make up an ideal viral
marketing campaign in India.
The campaign was carefully
designed to avoid sounding
like a sales pitch. Some radio
and TV channels got exclusive
rights to use the song for two
days. Noting the interest, news
channels began discussing
Kolaveri Di………….
Success of “Why this KOLAVERI DI”

Volvo Trucks “the
Epic Split” –
November 2013
Jean-Claude Van Damme’s epic
video doing the splits on two
reversing Volvo trucks amazed
everyone when it was released
in 2013. Who’d have thought a
truck video could secure over
76.4M views?!

RELATIONSHIP MARKETING
•A long term Stagey to built relationship with individual
customers.
• Relationship Marketing is a philosophy of doing business,
a strategic orientation that focuses on keeping and
improving current customers rather than on acquiring
new customer.
•The consistent application of up to date knowledge of
individual costumer to product and services design in
order to develop a continues long term relation.

• The focus is enhancing the relationship with existing costumers so as to retain
existing costumer.

It is developed by:
• Satisfying costumers
• Trust
• Adding Values
• Privileges
• Costumer orientation
• Quality product
• Work towards partnership
• Loyalty Programmes

Dell
Dell computers createda special online
store for high volume corporate
customers. By tailoringthe ordering
process to the specific customer's needs,
Dell was able to expedite many of the
hassles corporatetechnology buyers face.
Providing a higher level of service leads to
increasedloyalty.

IKEA
The Swedish furniture maker has
a worldwide base of intensely
loyal customers. When the
company changed the font in
their ubiquitous catalog, IKEA
lovers took to the Internet to air
their complaints. Rather than
alienate their customers for a
trivial reason, IKEA changed the
font in the next catalog.

Green Marketing?
It is the marketing of products that are
presumed to be environmentally safe.
Thus green marketing incorporates a
broad range of activities, including
product modification, changes to the
production process, packaging changes,
as well as modifying advertising. Other
similar terms used are Environmental
Marketing and Ecological Marketing. And
some Examples are:

CARLSBERG’s GREEN MARKETING

Woodland uses environment-friendly
materials like organic cotton for its products,
and use recycled paper for the packaging of
its products under its ProPlanet initiative.
Always tried to make products and with
processes that cause minimal harm to the
environment. Over and above the process of
manufacture and packaging, ProPlanet does
a host of on-ground events and also on social
medium (including blogs) to connect with
like-minded people, fans and even partners
to spread the message.
Woodland goes eco-friendly and green!

How it is working.........
“Go Green” is perhaps one of the biggest
trends to hit the modern marketplace.
• Many big business houses are going Green.
• Hollywood and Bollywood celebrities are eco-
evangelists.
• Religious leaders are making the environment a
moral issue.
•The good news is that everyone seems to be trying
to be some shade of Green, and experimentation
usually leads to innovation.

©Future Think LLC | New York, NY | All
Rights Reserved
30
GE’s Ecomagination
In 2007, GE invested more than $1 billion on
cleaner technology R&D, moving the company
closer to its goal of investing $1.5 billion annually
in Ecomagination R&D initiatives by 2010.
In 2007, GE achieved approximately 15% growth
in Ecomagination revenues over 2006, from $12
billion to $14 billion. Due to the program’s
overwhelming success over the past few years,
GE forecasts it will surpass $40 billion by 2014
and is consequently raising the annual
Ecomagination revenue goal to $45 billion by
2015.

•Banks are investing their lot of money to stop
the physical use of money.
•Many shopping store are taking money for the
use of poly bag.
•Many paper company is using old paper and
recycling them.
•A lot of paper bags are used in the store.
Some GREEN activities in trend

Guerrilla marketing
• Guerrilla Marketing is an advertising strategy
that focuses on low-cost unconventional
marketing tactics that yield maximum results.
• The original term was coined by Jay Conrad
Levinson in his 1984 book ‘Guerrilla Advertising’.
The term guerrilla marketing was inspired by
guerrilla warfare which is a form of irregular
warfare. Many of these tactics includes
ambushes, sabotage, raids and elements of
surprise. Much like guerrilla warfare, guerrilla
marketing uses the same sort of tactics in the
marketing industry.

Guerrilla Marketing is about taking the
consumer by surprise, make an indelible
impression and create copious amounts
of buzz.
Guerrilla marketing is said to make a far
more valuable impression with
consumers in comparison to more
traditional forms of advertising and
marketing. This is due to the fact that
most guerrilla marketing campaigns aim
to strike the consumer at a more
personal and memorable level.

Coca Cola campaign “small
world machines” that brings people of
two countries, India & Pakistan,
together. These two countries are
known to have a tensed relationship
since the time of their partition and
independence, and this light hearted
Coke campaign sent a very strong
message across: Common people want
to live in harmony!
COCA COLA: SMALL WORLD MACHINES

Anando Milk, a premier local milk
company wanted to increase milk
consumption among children, so
the McCann Erikson Agency came
up with this amazingly creative ad
placed on one of Mumbai’s
buildings, where you can see a child
strong enough –a benefit of the
milk, of course– to move part of the
building itself.
ANANDO MILK

CONCLUSION
• To conclude we can say that
there are numerous methods of
marketing despite the discussed
ones . A company needs to
identify its customers and its
marketing objectives and then
may go for any marketing means
or method to stand above
competition by breaking the
clutter of numerous marketing
campaigns.