The document discusses marketing trends over time from the Production Era to today's Marketing Concept Era where customer satisfaction is emphasized. It also discusses changing approaches like focusing on the 7Ps of marketing (Product, Price, Place, Promotion, Physical Layout, Provision for customer service, and Processes) instead of just the traditional 4Ps. Finally, it talks about emerging trends in experiential marketing using technologies like social media, augmented reality, and projection mapping.

1. Energizing Brands
Meeting tomorrow -
Today
Dr Karthik Anantharaman

2. Energizing Brands
Change is constant
Learn
Unlearn
Relearn

3. Customer Centricity

4. Functions of business
• Production
• Operations
• Accounting and
finance
• Management and
administration
• Marketing
• HR
• Coordination of
business functions

5. The
changing
approach
to
marketing
Production Era
• Emphasis on producing and
distributing new products
1900s–1920s
Sales Era
• Emphasis on using
advertising and salespeople
to convince customers to buy
a company’s products
1930s–1940s
Marketing Department Era
• Emphasis on developing
many new marketing
activities to sell products
1950s–1960s
Marketing Concept Era
• Emphasis on satisfying
customers’ needs with a
carefully developed
marketing mix
1970s–Today

6. Pay per use,
PPP, Lease
TCO, Customer
incentivized
pricing, Loyalty
Fair, balanced,
honest: Reality
driven
Good marketing
kills a wrong
product
Consultative &
honest approach:
Relationship
Marketing
Direct, Indirect,
e-Commerce
synergy
TAT, Digital
leverage

7. Product
Price
Place
Promotion
Physical Layout
Provision for customer service
Processes
Marketing
Transformation
from 4Ps to 7Ps

8. • Positively Impacts the business ROI
– Automation of information sharing
– Scales up sales
• 100% transparency
– GPS enabled and intelligent algorithms
– Geo tagging of Images and Video & content
• Provides Geographical Coverage
– Google Maps and Actual KM tracking
• Lead Generation in real time
– Sales management
– Effective is ISD programs
• Anytime, Anywhere check status
– Dash board on reporting – excel and graphs
– Projection of uploads on maps
ROI focus: RealTime activity
tracking app
Mobi EYE

9. The power of social media

11. Energizing Brands
The emergence of
Experiential Marketing

13. Apps, AR & VR

14. Projection Mapping

15. AR Augmented Reality

18. Additional reading

19. Thank you