Scope Of Mktg

Scope of Marketing: Expanding horizons

1. Consumer marketing: 2. Service marketing: i. ii. iii. iv. v. vi. vii. viii. ix. x.

Financial services: Insurance Financial services: Banking - HDFC Hospitals/Medical Services – Apollo Hospitality services – Taj & Oberoi Educational services Management Consultancy Tourism services Transport services – Jet Airways Food Industry – Mcdonalds Performing arts group

3. Cause Marketing / public sector marketing: Today marketing is no longer confined to business firms. In a country like India, where ignorance & illiteracy still continue to be high, marketing skills are being adopted by government & nonprofit organizations for social purposes i.e. to effect social changes which benefit the individual and the society. Some of such areas are: i. ii. iii. iv. v. vi. vii.

Family Planning Immunization of children- polio vaccine Preservation of environment Acceptance of a girl child Avoid usage of plastics Discontinue unhealthy habits like- smoking, alcohol, drug abuse, or unsafe sex. Assist police in controlling the crime.

Majority people agree that when price and quality are equal, they are more likely to buy products & services which help a cause. They

admitted that they have a positive image of companies promoting a social cause.

Procter & Gamble - have several social campaigns to their credit. Launched the project Drishti in collaboration with National association of Blind. It restored the sight of 250 blind girls, through corneal transplant operations. This initiative was supported by the brand ‘Whisper’. For the period of April to June 1999, for every pack of Whisper sold, Re 1.00 went to the project Dristhi. The objective of this scheme was to make the public aware of the plight of blind girls, so that individuals come forward to make their life better. Another initiative “Open mind”, which aims to educate working children. The employees of P&G voluntarily contributed a day’s salary towards the cause. The customer, suppliers, media partners, advertising agency all extended their support. Project “Poshan” supported by Whisper, Head & shoulders, Ariel, Vicks & Pantene.

Britannia Industries – chose the cause of save the Tiger to align with its Tiger brand of biscuits.

Marico – took up the cause of preventive heartcare through the promotion of Saffola.