A Strategy Documenton The New Marketing ParadigmHolistic：一种新的营销策略documenton paradigmholistic.pptVIP

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A Strategy Documenton The New Marketing ParadigmHolistic：一种新的营销策略documenton paradigmholistic.ppt

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A Strategy Documenton The New Marketing ParadigmHolistic：一种新的营销策略documenton paradigmholistic

A Strategy Documenton The New Marketing ParadigmHolistic Marketing ● Lateral Marketing ● High-tech MarketingbyPHILIP KOTLERDocumentation Sponsored byCanon logo unit Kotler On MarketingHow To Create, Win, and Dominate Markets Philip Kotler, Ph.D Kellogg School of Management Northwestern University Indiatimes Mindscape Mumbai and Delhi October 11, 12, 2004 Two Challenges Facing Indian Companies Will Indian companies be able to defend their market against the growing invasion of foreign global brands? Can Indian companies develop strong global brands? Can Indian Companies Defend the Domestic Market? Foreign competitors will not only go after the high end market in India. They will target the middle and eventually the low end. The main defense for India will be developing stronger skills in innovation, differentiation, branding, and service. In a word, MARKETING! But India Needs Stronger Marketing Confusing marketing with advertising. Advertising is hard sell. Sometimes ads appear before the product is in distribution. Some companies over-spend on advertising and go broke. Little use of marketing research; can’t trust. Therefore little segmentation of market and poor targeting. Over focus on winning through low price; neglecting differentiation. Retailers carry the same goods and their service is poor. Marketing is More Important than Production! The Indian manufacturer of a Hugo Boss shirt gets only $12, or 10% of the final price of $120 that is paid by a customer of Saks Fifth Avenue. The retailer gets 60% ($72) and the Brand company gets 30%, or $36. Would you rather be the manufacturer, Brand owner, or retailer? The Indian manufacturer has no defense if the Brand Owner wants to switch to another manufacturer to whom he will pay $8 and keep $2 or pass it to the retailer to get more retail support. Yet India pays more attention to the product engineer than the marketing “engineer.” But India’s future success will requir