Public Relations and Social Marketing

PUBLIC RELATIONS AND SOCIAL MARKETING 4(1+3)

Lesson 12 : Social Marketing Requirements in Changing Indian Marketing

Major changes in Indian marketing- challenges

1. Desire for uniqueness: The future will belong to those who manage uniqueness in their projects by being different. There is no point in trying to imitate others, in the past; avenues were limited for advancement in life. In the age of the individual, it is enough to be what you are and bring out the best in you. In the same way, companies that are different and innovative will be successful.
   

2. Standard of Living to Quality of Living: There was a time when people felt it very important to acquire a car, TV, fridge, mobile and a washing machine for the house. A number of people may be planning to add an air-conditioner and a PC to their house-hold items. All these add to the physical comforts. But after getting all these people look for improvements in the quality of their living. Spiritual pursuit, environmental protection and universal brotherhood are things that really interest that really interest people who have attained a standard of living.
   

3. Innovation is central to Marketing: Innovation is more than creativity; it is the commercial realization of creativity. Consumers like what they have but also crave change. The word "New, Improved, Better" can influence the customer preference. Innovation is the life blood of Marketing. Creative ideas are valuable but the greater part is harnessing them to profitable productive change.
   

4. Emancipation of Women: Women are now gaining their rightful place in society. This is going to lead to greater demand for products like beauty-aids, heat-and-eat stuff, healthcare and fitness for women, which could be exploited by marketers in the new millennium. Now women are more net-savvy than men.