Scope of Marketing: Expanding horizons

1. Consumer marketing:

2. Service marketing:

i. Financial services: Insurance

ii. Financial services: Banking - HDFC
iii. Hospitals/Medical Services – Apollo
iv. Hospitality services – Taj & Oberoi
v. Educational services
vi. Management Consultancy
vii. Tourism services
viii. Transport services – Jet Airways
ix. Food Industry – Mcdonalds
x. Performing arts group

3. Cause Marketing / public sector marketing: Today

marketing is no longer confined to business firms. In a country
like India, where ignorance & illiteracy still continue to be high,
marketing skills are being adopted by government & nonprofit
organizations for social purposes i.e. to effect social changes
which benefit the individual and the society. Some of such areas
are:

i. Family Planning
ii. Immunization of children- polio vaccine
iii. Preservation of environment
iv. Acceptance of a girl child
v. Avoid usage of plastics
vi. Discontinue unhealthy habits like- smoking, alcohol, drug
abuse, or unsafe sex.
vii. Assist police in controlling the crime.

Majority people agree that when price and quality are equal, they
are more likely to buy products & services which help a cause. They
admitted that they have a positive image of companies promoting a
social cause.

Procter & Gamble - have several social campaigns to their

credit.

Launched the project Drishti in collaboration with National

association of Blind. It restored the sight of 250 blind girls,
through corneal transplant operations. This initiative was supported
by the brand ‘Whisper’. For the period of April to June 1999, for
every pack of Whisper sold, Re 1.00 went to the project Dristhi. The
objective of this scheme was to make the public aware of the plight
of blind girls, so that individuals come forward to make their life
better.

Another initiative “Open mind”, which aims to educate working

children. The employees of P&G voluntarily contributed a day’s
salary towards the cause. The customer, suppliers, media partners,
advertising agency all extended their support.

Project “Poshan” supported by Whisper, Head & shoulders, Ariel,

Vicks & Pantene.

Britannia Industries – chose the cause of save the Tiger to

align with its Tiger brand of biscuits.

Marico – took up the cause of preventive heartcare through the

promotion of Saffola.