Dating with SIVA
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Transcript of Dating with SIVA
Devil's
Flirting with
SIVA /SOMA for infinite profit
An Interactive presentation on marketing as a management tool
By Rajeeb Satyal - N MARC ™
02/09/12
The rule of the game is Nothing ideas mentioned here is
absolute; it is left at participant’s belief 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? Lets talk about only real life issues. Dare saying things you always wonder..
NO Rule
02/09/12
Purpose To explore the fundamental/basics of
marketing
Intended Result To stimulate little interest and
enthusiasm to learn and use marketing
All to our own benefit
Managingour and others
life
02/09/12
Introducing yourself
How would you like to be called and And share one thing that you think you
are blessed with
02/09/12
In your view, What are/is the biggest behavioral change you noticed over the past decades?
Again In your view, what caused them?
02/09/12
In your view, What are/is the biggest behavioral change you noticed over the past decades?
Its always
Marketing
Again In your view, what caused them?
02/09/12
Great
Marketers
02/09/12
Who would like to loose wait?
Here is the Mantra
02/09/12
What is Marketing to you?
02/09/12
Resulting in mutual satisfaction
Exchange of Values
Money
EffortSolution
( Primal need)
Product
Service
End result?
02/09/12
A strategy designed to (change consumer behavior to) create exchange of values between marketers and consumers
( Resulting in mutual benefit
What is Marketing
02/09/12
strategy designed to change consumers’ behavior and consequent exchange of values
Commercial marketing is a
mostly to serve marketers’ interest.
Conventional
02/09/12
strategy designed to change consumers’ behavior and consequent exchange of values
Social marketing is a
mostly to serve consumer’ interest.http://www.aceee.org/conf/mt06/con1a-niblett.pdf
Conventional
02/09/12
The ways it is differentiated are
mostly to serve marketers’ interest.
mostly to serve consumer’ interest.
Short sighted and simplistic view
Resulting in mutual benefit
What prevails and applies to both is
02/09/12
strategy designed to change consumers’ behavior and consequent exchange of values
Social marketing is a
mostly to serve consumer’ interest.http://www.aceee.org/conf/mt06/con1a-niblett.pdf
Changing definition of marketing mix
4P Manager driven approach
Product: that marketer thinks consumer needs, and develops
Promotion: looks for the consumer/market place to fit his/her priority
Price: simplistic assumption
Place: put the product where manager hopes consumer will come to take it
Source: American Association of Marketing
Thank you, 4-P
02/09/12
SIVA
A more customer driven
SIVA has taken over the four Ps- theory o f marketing
AccessibilityOF SOLUTION TO
CONSUMER
Value BENEIFTS OR COST
OF SOLUTION
InformationTO THE CONSUMER ON
THE AVAILABLE SOLUTION
to their problem
SolutionTo THE CONSUMER’S
PROBLEM
SIVA
02/09/12http://www.daden.co.uk/pages/000163.html
02/09/12
Greatest SIVA Mantra
ListenListen= What does the consumer want?Listen= How is product doing in the market?
02/09/12
Developing Solution to consumer problem
The solution offered as product, idea, belief or
habit to the target audience to address
their problem Take Community Mediation Services first
Iodized SaltPossible Iodine Deficiency
ORS+Zinc tabDiarrhea
Prevention by CondomsTreatment
HIV/AIDS
GRASSHOPPERLife style…Aspiration.
Need to feel important
CondomEarly ejaculation
Solution offeredConsumer’s problem
Sometimes its the aspiration
02/09/12
Solution
In form of tangible products, services
02/09/12
Use creativity and innovating to productize and consolidate multiple /intangible products
Or symbolic representation when product is intangible
02/09/12
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?
02/09/12
02/09/12
02/09/12
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
02/09/12
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 !
?GGooooggllee
02/09/12
No place for
Cliché Mediocrity Stereotype Over sentimentalism Obsession
Place for
Fundamental questionsGrand failureOriginalityPassionate detachmentLove? Let go.
Don’t be afraid to express yourself
02/09/12
Public Private Partnership
Privatization- Social Marketing- PPPP
What is it to you?
02/09/12
Public Private Partnership
And why?
02/09/12
?