Kotler is dead and marketing mantras need to be rewritten: Murthy

MUMBAI: Several generations of marketing and management students have been brought up on the mantra of 4Ps framework: Product, Price, Placement and Promotion. But Pinstorm founder Mahesh Murthy feels that this framework doesn’t serve the 21st century market.

Murthy said, “When it comes to the 4Ps of marketing, things have changed with time. Out of them, Placement has undergone through the biggest change. Today, anyone through Internet is getting in touch with millions of people worldwide. In today’s world it’s not about how much you spend, but it’s about how less you have to spend. Red Bull, eBay, Twitter are fantastic examples where they have never spent on advertising but have achieved a lot. Marketing IQ is inversely proportional to marketing budget.”

Murthy was speaking at Click Asia Summit 2012 here. Addressing on the theme- ‘Kotler is dead: The new principles and process of marketing‘, he suggested a new way to look at creating, managing and measuring the success of brands.

Murthy felt that there are a new set of rules that should be followed by the marketers and not the one that were laid by Kotler.

According to him, there are two new ways to look at the future: blue sky or extend key part of the present. He said that the future is already here, it’s just not evenly distributed.

“Digital is not niche anymore. It is the mainstream medium, even in India. Star Plus, the No. 1 GEC in India has 25 million viewers. In India, there are 90 million desktop net users, 85 million mobile net users, and in total there are 140 million Internet users. There are 110 million Indian cable and satellite (C&S) homes and Times of India’s (TOI) national circulation is 7 million. So, this is an evident of the reach and use of digital medium in India. Critically, Indian Internet users have already crossed C&S TV household and soon social media user will too.”

Murthy noted that arguably digital medium has the largest reach in India. He foresees that by 2014, there will be 150 million desktop Internet users in India while there will be 225 million mobile Internet users. The total Internet user base will increase up to 300 million while C&S viewership will rise to 140 million. Also, social media is the fastest growing medium. And you don‘t need to spend as much as you do in the broadcast medium."

The digital medium lets you side-step publishers and be one yourself. So, competing on digital doesn’t need large budgets. "No longer have media budgets made any difference,” he added.

Murthy observed that media is vacating editorial for marketing. He emphasised on building engagement on fan page. Citing an example of changing times, he said that the campaigns which used to take months to get ready now are being made within minutes.

He believed that the whole process needs to change and all the operations should work in sync. It starts with research where one is suggested to absorb all one can and hence solve the existing problems. Then after listening and reaction comes into analysis, the planning stage should come. In the later stage creativity comes wherein one needs to invent. It should be followed by an integrated media plan to radiate the message out. It’s hard to succeed till the work is done in co-ordination.

“It’s easy to get it wrong on digital. Short term thinking and non-integrated work contributes to this. Brands if not handled properly on digital medium, can be killed,” he cautioned. “Also, digital is increasingly not about specialisation, but it’s about multi-specailisation. One needs to speak to people and not take use of scripts for the same. Digital should not be treated as call-centre," Murthy stated.

Latest Reads
Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns

Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

MAM Media and Advertising AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People
Cornitos unveils 'Crispy' mascot

Cornitos, the flagship brand of Greendots Health food Ltd, rolled out its new brand campaign announcing the launch of its mascot. With its inception in 2009, it is for the first time that the brand has given a face to its much-loved Nachos category.

MAM Media and Advertising Ad Campaigns
Barbie's 'Power Of Play': Mattel, BBDO remind parents

MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part...

MAM Media and Advertising Ad Campaigns
Zee Mundo hires Steinbranding

MUMBAI: Steinbranding, the international design agency with headquarters in Buenos Aires, responsible for the image of more than 50 channels worldwide, was chosen by the major Indian media group, Zee Entertainment Enterprises to create the brand, naming and on-air & off-air branding for Zee...

MAM Marketing Brands
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories