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Question
Answer the following question.
JTM Ltd. launched 'Buddy line', an exercise book and comprehensive stationery brand name comprising of ball pens, gel pens, and geometry boxes after identifying the target market and understanding the needs and wants of the consumers of that market. All their products were of good quality and eco-friendly but expensive. They wanted to distinguish their products from that of their competitors. They spent a lot of effort, time, and money in creating the brand name, as they knew that without a brand name, they can only create awareness for the generic products and can never be sure of the sale of their products. The effort paid off and the demand for the products started growing. The customers liked the brand and became habitual to it. They did not mind paying a higher price. Over a period of time, it became a status symbol to buy the 'Buddy line' brand because of its quality. The consumers felt pride in using them.
Identify the marketing management philosophy followed by JTM Ltd.
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Solution
The marketing management philosophy that is being followed by JTM ltd. is ‘Societal Marketing Concept’. This is because it not only identified the needs and wants of the consumers but also delivered good quality and eco-friendly products.
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'Saarthi', the name has been associated with the manufacturing and sale of Fashion products since 1960, when Kapil Saarthi opened his first retail fashion clothing outlet in Ahmedabad. Sarthi Cosmetics was incorporated in India in 1940, and became a member of the S & M family of companies in 1959. Sarthi Perfumes began operations in Gujarat in an existing administrative S&M facility in 1985. An important difference between S&M and most other companies is that instead of operating as one large corporation it operates as 180 smaller companies each focused on a specific product and area, implying selective dispersal of authority, recognising the decision makers need four autonomy, as decision making authority is pushed down the chain of command. It enables the company to maintain short lines of communication with customers and employees, and accelerate the development of talent.
Quote the line from above which highlights the importance of the philosophy towards providing management education to employees.
When does competition increase in the selling concept?
What does the selling concept say companies should use to push sales?
Which activities does the selling concept depend on to increase sales volume?
Why is satisfying customers alone not enough in the societal marketing concept?
What concerns does the societal marketing concept add?
What is the aim of the societal marketing concept?
Which philosophies have Factory as their starting point?
What is the starting point of the societal marketing philosophy?
What is the main focus of the selling philosophy?
What are the means used in the selling philosophy?
What is the end result sought by the societal marketing philosophy?
Which philosophy uses aggressive promotion to push products?
