Marketing can be defined as the strategic process of identifying, creating, communicating, and delivering value to customers to meet their needs and wants while also achieving the organization’s goals. It involves market research, product development, branding, promotion, distribution, and customer relationship management.
Let’s understand the concept of marketing with examples
Mamaearth
Mamaearth is a well-known brand in the personal care industry that focuses on natural and organic products. Understanding marketing through the lens of Mamaearth involves several key elements:
Value Proposition: Mamaearth’s value proposition revolves around providing natural and safe products for mothers and babies. They identify the need of health-conscious parents who are looking for chemical-free skincare products. By creating products that cater to this need, Mamaearth delivers value to its target audience.
Market Research: Mamaearth likely conducted extensive research to identify the growing demand for organic and chemical-free products in the personal care market. They analyzed consumer preferences and concerns, which led them to develop a product line that resonated with their target audience.
Product Development: The company developed a range of products that align with its brand’s promise of using natural ingredients. The products themselves are a result of thorough research and development efforts.
Branding and Communication: Mamaearth’s branding emphasizes its products’ natural and eco-friendly aspects. Their marketing materials, packaging, and messaging consistently reflect this brand image. This branding strategy effectively communicates its value proposition to customers.
Distribution and Channels: Mamaearth employs various distribution channels, both online and offline, to make its products accessible to its target customers. This includes their website, e-commerce platforms, and partnerships with retail stores.
See: Concept of Value
Hitachi
Hitachi is a multinational conglomerate that operates in various sectors, including electronics, industrial machinery, and infrastructure. Exploring marketing through the perspective of Hitachi involves:
Diverse Product Portfolio: Hitachi offers various products and services, from consumer electronics like TVs and air conditioners to industrial equipment like power systems and construction machinery. Understanding their diverse portfolio showcases how marketing strategies can differ across industries and product categories.
Segmentation and Targeting: Hitachi likely employs sophisticated market segmentation strategies to target different customer groups for each product category. Their marketing efforts for consumer electronics would differ significantly from those for heavy machinery.
Global Branding: Hitachi focuses on innovation, quality, and technological excellence. Hitachi maintains a consistent brand image across their diverse product lines and impacts customer perception.
Promotion and B2B Marketing: Hitachi’s marketing approach for industrial products involves extensive B2B marketing efforts. This could include trade shows, industry events, and relationship-building activities with businesses and governments.
Service and Relationship Management: Many of Hitachi’s products require ongoing maintenance and support. Studying their approach to after-sales service and customer relationship management can provide insights into how customer satisfaction and loyalty are maintained in a B2B context.
Coca-Cola
Coca-Cola, a global beverage brand, employs an extensive marketing strategy to reach its target audience and maintain brand dominance. Their marketing efforts go beyond just the product itself:
Market Segmentation: Coca-Cola identifies various segments of consumers based on demographics, psychographics, and behavioral factors. For instance, they offer different products like Coca-Cola Classic, Diet Coke, and Coca-Cola Zero Sugar to cater to consumer preferences.
Promotion and Branding: Coca-Cola invests heavily in advertising campaigns focusing on emotions, happiness, and shared experiences. The brand’s iconic Christmas ads and “Share a Coke” campaigns promote not only the product but also the emotional connection and social aspects associated with it.
Apple
Apple, a tech giant, is known for its product innovation and customer-centric marketing approach:
Product Innovation: Apple continuously introduces innovative products like iPhones, iPads, and MacBooks. Their marketing emphasizes product features and benefits, showcasing how these devices can enhance users’ lives.
User Experience: Apple’s marketing strategy highlights the seamless integration of hardware, software, and services, creating an exceptional user experience. Their “Think Different” campaign and minimalist product designs reinforce the brand’s focus on user-centered design.
The above article explains the concept of marketing with examples. Marketing involves understanding customer needs and preferences, developing products that fulfill those needs, effectively promoting the products, and building a solid brand identity to create lasting customer loyalty and business success.
Follow Nitin Kr Saxena
Professor of Marketing & an esteemed alumnus of IIM Ahmedabad, Dr. Saxena holds a Ph.D. in Brand Management, which garnered him the prestigious Best Ph.D. Thesis award. Recognized for his exceptional contributions to academia, Dr. Saxena has been honored with the Young Faculty by CEGR. Additionally, he received the “Best Professor in Marketing Analytics” award.
