Download Marketing Myopia – Near sightedness,narrowmindedness

Marketing Myopia – Near sightedness,narrowmindedness
Theme : Visin of most oragnaisation/industry is too squeezed by the narrow
understanding of what business they are in
It urged the CEO’s to re examine their corporate vision and redefine their business as
energy rather than just petroleum
Reason for Myopia : people feel that they cannot accurately predict the future
Selling vs marketing :
Selling:
 Focuses on needs of the seller
 Converts production into cash
Marketing
 Focuses on the needs of the buyer
 Product – cluster of things associated with creating, delivering and consuming it
The winning Combo:
Team – cross functional
Average age – 27yrs – 120 of them
Low project cost, low product cost
Wanted to dominate SUV market
Penetration of uv to cars – 15% (India) and 80% (Indonesia)
What was the target group
All terrains,diesel,noisey
Customers are tough in India
Bolero : transition point
 Low project cost (20 crores)
 Emotional benefit – breaking free
 Young and vibrant,relationship,sophisticated
 Brand premise-luxurious
 Category benefit- toughness
Scorpio Challenge
 Convert obsession-reality
 Category growth strategy
 Win image war
 Need to create a different customer experience
Reassurance of who makes the vehicle