Devil's Flirting with SIVA /SOMA for infinite profit :Devil's Flirting with SIVA /SOMA for infinite profit An Interactive presentation on marketing as a management tool By Rajeeb Satyal - N MARC ™


Slide 2:2/12/2009 Social Marketing a fad, cliché


The rule of the game is :2/12/2009 The rule of the game is Lets talk from our own experience, reality or insight Leave that ‘thing’ outside the door No right or wrong answer Don’t wait to interfere and say: hey I did not get it; what do you mean? Only real life issues. NO Rule


Slide 4:2/12/2009 Purpose To explore together the fundamental, and usage of marketing as a management tool Intended Result To stimulate/arouse interest to study further, and embrace it in day to day life


Introducing yourself :2/12/2009 Introducing yourself Your name, profession, organization What is your favorite brand? ( in less than a minute)


In your view, What are a few biggest social behavioral change you noticed over the past decades? :2/12/2009 In your view, What are a few biggest social behavioral change you noticed over the past decades? Its always Marketing Again In your view, what caused them?


Slide 7:2/12/2009 Resulting in mutual satisfaction Exchange of Values Value-1 E.G Money Solution ( Primal need) Value-2 E.G Products/services End result?


So, what is ( successful) Marketing? :2/12/2009 A strategy designed to (change consumer behavior to) create exchange of values between marketers and consumers ( Resulting in mutual benefit) So, what is ( successful) Marketing?


Commercial marketing is a :2/12/2009 strategy designed (to change consumers’ behavior) to create exchange of values Commercial marketing is a mostly to serve marketers’ interest. Conventionally…


Social marketing is a :2/12/2009 strategy designed (to change consumers’ behavior) to create exchange of values Social marketing is a mostly to serve consumer’ interest. http://www.aceee.org/conf/mt06/con1a-niblett.pdf Conventional


The ways it is attempted to differentiate- :2/12/2009 The ways it is attempted to differentiate- mostly to serve marketers’ interest. mostly to serve consumer’ interest. Short sighted and simplistic Resulting in mutual benefit What prevails and applies to both is Sometimes, pseudo-protection of consumer interest will harm the consumers themselves


Slide 12:2/12/2009 Social Marketing works to achieve larger social goals, beyond tangible productcx The conventional practice of social marketing is expensive and dependent Social Marketing is different from commercial marketing only by ‘intention” and motive. The difference is blurring out,


Slide 13:2/12/2009 Product/s that the marketers decide Price set to meet production cost affordability ( subsidized) Location where consumer is likely to buy Aggressive promotion to motivate consumer to buy the products/service ( cost paid by donor in SM) 4 P Marketing theory


Four P Theory of Marketing :2/12/2009 Four P Theory of Marketing Marketer driven Not full effort & thinking Definitely not sufficient Should go beyond 4 p


Slide 15:2/12/2009 SIVA A more customer driven SIVA has taken over the four Ps- theory o f marketing


Slide 16:2/12/2009 http://www.daden.co.uk/pages/000163.html


Slide 17:2/12/2009 Greatest SIVA Mantra Listen Listen= What does the consumer want? Listen= How is product doing in the market?


Developing Solution to consumer problem :2/12/2009 Developing Solution to consumer problem The solution offered as product, idea, belief or habit to the target audience to address their problem Sometimes its the aspiration


SolutionIn form of tangible products, services :2/12/2009 SolutionIn form of tangible products, services


Slide 20:2/12/2009 Use creativity and innovating to productize and consolidate multiple /intangible products Or symbolic representation when product is intangible


Information :2/12/2009 Information How the target consumers can be reached and communicated in a language and way they understand about the solution offered Do the consumer sufficiently know where and how to get the solution? Some time the communication may not be so obvious?


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Value :2/12/2009 Value It is the benefits that both the consumer as well as marketer see in the transaction Beyond the conventional pricing Varied price for the same products


Accessibility :2/12/2009 Accessibility Making the solution/s readily available to consumers as opposed to expecting them to go and find the solution Its asking them what/ where they want ! ? Google


Slide 26:2/12/2009 No place for Cliché Mediocrity Stereotype Over sentimentalism Obsession Place for Fundamental questions Grand failure Originality Passionate detachment Love? Let go. Don’t be afraid to express yourself


Public Private Partnership :2/12/2009 Public Private Partnership Privatization- Social Marketing- PPPP What is it to you?


Public Private Partnership :2/12/2009 Public Private Partnership And why?


Slide 29:2/12/2009 ?