The CASE

Martin Incorp. Was a company carrying on business in cosmetics and perfumes. They were not following the holistic marketing concept and were catering to a target market that was using their products. In other words, they only concentrated on what they would make and did not bother about changes in the preferences of their target market.

Holistic Marketing

Holistic marketing concept is based on development, design, and implementation of marketing programs, processes, and activities that recognize their breadth and interdependencies. Holistic marketing recognizes that "everything matters" with marketing and that a broad, integrated perspective is necessary to attain the best solution

Four main components of holistic marketing :

Relationship marketing: it recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages Integrated marketing: Strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing. Its objective is to complement and reinforce the market impact of each method, and to employ the market data generated by these efforts in product development, pricing, distribution, customer service, Internal marketing : It is a process that occurs within a company or organization whereby the functional process aligns, motivates and empowers employees at all management levels to deliver a satisfying customer experience Socially responsible marketing: Socially responsible marketing is a marketing philosophy that states a company should take into consideration what is in the best interest of society in the present and long term

The Measures
They were joined by Mr. Shashi Kant Arya, an MBA majoring in marketing, as marketing manager. He advised the company regarding the changing consumer preferences, and the changes that were necessary to be incorporated in the product. He emphasized upon the income factors and social factors only. He modernized the product to a great extent, and invested Rs 30 lakhs on new packing. Even after six months of these changes brought by him, the company did not seem to have a proportionate increase in sales

Product Managers view

Mr. Lalit Singh, the Product manager was not happy with the changes and thought that although an effort has been made in the right direction, apparently, some important factors concerning consumer behavior have been neglected.

Do you agree with Mr. Lalit Singh, the product Manager?

My Take

Yes, I agree with the Product Manager, Mr. Lalit Singh, as the effort indeed was not a whole hearted one. The new marketing plan just concentrated on the product, which was already in the market, losing its grip on consumers minds. Modernizing the product and changing the pack may change the outlook of the product, but not the image that has been created for the product. Other factors should have been considered as well, like the customer feedback about the product, competitors strategies, relation with the customers etc.

Elaborate.

My Take
There were several factors ignored by Martin Incorp. While creating its new marketing plan. Some of the most influencing factors may be:

Competitors: The company should study the market and the competitors, they should analyze the reasons behind the other products being preferred over theirs. It might be the quality, quantity, sales promotion or aggressive marketing. The reason should be found and measures need to be taken

Customer Relationship: The consumer buys a product not only for the quality it serves but also the image he has of the company in his mind, the new marketing plan should try and enhance the companys image in public by doing some socially responsible activities like environment awareness campaigns, free eye checkups etc.

Customer Feedback: A market research should be conducted to find out what exactly is required by the customer and what is the preferable criteria for the consumer to buy the product of their class. This can be done by: Surveys Free samples Buying Pattern study

SWOT analysis: The company should conduct a SWOT analysis for itself to discover the internal and external factors that are responsible for the enhancement of the companys sales or the decline.

Any Questions??

THANK YOU!!!