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

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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

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Introducing yourself

How would you like to be called and And share one thing that you think you

are blessed with

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In your view, What are/is the biggest behavioral change you noticed over the past decades?

Again In your view, what caused them?

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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?

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Great

Marketers

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Who would like to loose wait?

Here is the Mantra

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What is Marketing to you?

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Resulting in mutual satisfaction

Exchange of Values

Money

EffortSolution

( Primal need)

Product

Service

End result?

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A strategy designed to (change consumer behavior to) create exchange of values between marketers and consumers

( Resulting in mutual benefit

What is Marketing

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strategy designed to change consumers’ behavior and consequent exchange of values

Commercial marketing is a

mostly to serve marketers’ interest.

Conventional

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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

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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

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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

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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

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Greatest SIVA Mantra

ListenListen= What does the consumer want?Listen= How is product doing in the market?

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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

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Solution

In form of tangible products, services

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Use creativity and innovating to productize and consolidate multiple /intangible products

Or symbolic representation when product is intangible

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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

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

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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

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No place for

Cliché Mediocrity Stereotype Over sentimentalism Obsession

Place for

Fundamental questionsGrand failureOriginalityPassionate detachmentLove? Let go.

Don’t be afraid to express yourself

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Public Private Partnership

Privatization- Social Marketing- PPPP

What is it to you?

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Public Private Partnership

And why?

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?