Introduction to Marketing
I start with a proverb to introduce the marketing world.
This quote says about how to sell our product to customers is marketing. We can sell all the products but what to, how to, and what products to produce all depend on marketing.
The meaning of marketing is the process of market research, promoting, advertising, selling, and delivering products and services to a customer. Marketing is a broader concept that includes sales and advertising.
In simple terms, the company has to solve the problems of the customers. A company has to conduct market research on consumers. The company has to create and promote the products or services to compel the consumer to purchase the products and services.
It starts from the beginning till the end of a product for a company. The concept of marketing starts before the invention of the product.
Marketing attracts attention, acquires trust, and retains a long-lasting relationship with customers.
This concept of marketing is a very broad concept that helps a company to build strategies, and brands, achieve its objectives and make handsome profits from the satisfaction of customers.
The concept of Marketing decides the right product for the right customers at a right time.
The sportswear mogul has become popular with the “Just Do It” slogan and became dominant in the sportswear industry for decades. Nike is known for inspirational, motivational, aspirational, and emotional branding, which features celebrity athletes, professional teams, and college athletic teams through sponsorship agreements.
Their marketing strategies have earned them a huge profit and made them a recognizable brand in the world. Some of the best ad campaigns are given below which have created an impact in the mind of the audience and the campaigns were successful –
Tiger Woods “Hello World” (1996)
What are girls made of? (2017)
McDonald’s has been a global fast-food brand by using innovative marketing strategies in its early days. They have used usual media (television, radio, and newspaper), billboards, and signage and sponsored sporting events ranging from FIFA World Cup to Olympic Games.
The company has used various slogans for its advertisement in various countries to promote its brand. In India, it has used slogans like “McDonald’s mein hai kuch baat. (October 13, 1996 – 1999)”, “Every time a good time (1999–2003)”, “I’m lovin’ it (2003–present)”.
Happy Meals for children, combo offers, lunch menus, family meals, and meals for two have been greatly successful offers by McDonald’s.
The best ad campaigns of McDonald’s are –
Hands Full (2018)
Search It (2017)
Bevin Burger’s Facebook live (2016)
Pay with lovin’ (2015)
Amul is the biggest name in India in the FMCG industry. Its marketing strategy caters to social issues of the common man, political and national issues which were loved by the audience.
The Amul Girl icon featured in television, newspaper, and billboard ads showcasing social issues with creative and punchy catchphrases has made Amul the sensation of India with its slogan “The Taste of India”.
FMCG brand has various products on its lists like milk, ice-creams, biscuits, cookies, chocolates, and other milk products which are very famous and has earned a huge profit for Amul in decades.
The Amul company has become India’s largest world producer of milk and milk products.
They have used some of the best ad campaigns which are –
4. Asian Paints
Asian Paints – This multinational paint company is into manufacturing, selling, and distributing paints and other related products to its customers. It has become India’s largest and Asia’s third-largest paint corporation. Asian Paints has used the concept of home and home décor which is successful for every people in India.
The brand mascot “Gattu” which is an icon now created by the legendary RK Laxman found the emotional sentiments of the middle-class population. He was only used in print and tv ads by the 1900s. Their campaign focuses mostly on festivals and other occasions like childbirth, marriage, etc.
The brand had used the best ad campaigns that are –
Fevicol is an adhesive brand owned by Pidilite Industries Limited. It has various products portfolio like Fevicryl(arts and crafts), Fevikwik(instant glue), Fevistick(glue-stick), Dr. Fixit, M-seal for domestic use, Marine Fevicol and Fevicol SpeedX for industrial use.
Its brand mascot two elephants pulling a ball together on a yellow background comes straight to your mind. Catchy phrases from Fevicol TV ads include “Dum Laga Kar haisya, zor laga kar haisya“; “Fevicol ka mazboot jodh hai, tootega nahi“.
The marketing strategy is used as a metaphor for strong bonding or stubborn stickiness, with numerous instances in Bollywood movies, topical jokes, and mundane conversations. “Fevicol Se” was the title of a song from the film Dabangg 2. PM Narendra Modi defined Indo-Japan friendship in his speech as “fevicol se bhi mazboot jod”. The famous tagline is “fevicol aise jod lagaye ache se acha naa tod paaye to Barson se Barson Tak”.
Fevicol’s best ads include –
Famous Quotes on Marketing
- “Don’t find customers for your products, find products for your customers.” – Seth Godin
- “Master the topic, the message, and the delivery.” – Steve Jobs
- “You can’t just place a few ‘Buy’ buttons on your website and expect your visitors to buy.” – Neil Patel
- “The aim of marketing is to know and understand the customer so well the product and services fits him and sells itself.” – Peter Drucker
- “Focus on the core problem your business solves and put out lots of content and enthusiasm and ideas about how to solve that problem.” – Laura Fitton
Definitions of Marketing
According to the American Marketing Association, “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”.
In 2012, Dr. Philip Kotler defined marketing as “The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures, and quantifies the size of the identified market and the profit potential”.
It is the practice of increasing awareness, consideration, purchase/repurchase, and preference for a product or service through consumer-driven benefits, advertising, packaging, placement, pricing, and promotions. Historically, marketing was a one-way interaction but is increasingly becoming two-way through the use and influence of social media and viral marketing which is often fueled by the company offering the good or service. Robin Korman – Senior Vice President, Global Loyalty, and Partnerships, Wyndham Hotel Group
Keep Reading: The Evolution of Marketing in the 21st Century