Reoriented Marketing Strategies in the Changed Environment: Some Perspectives

Abstract

Today almost every Indian organisation is operating in a highly competitive and globalised environment. In order to meet the challenges, organisations are choosing various strategic alternatives. Some of the currently popular reoriented marketing strategies adopted by Indian organisations like are: (i) Targeting high volume zones through price reductions; (ii) Focus on second tier low income customers, in urban areas or rich buyers in villages for second hand consumer durables; (iii) Replacement schemes for high investment products; (iv) New brand introduction and extensions aimed at fully satisfying customers; (v) Bundled offers: selling tactics for tomorrow's long-term marketing strategy; (vi) Products launching for newer segments and (vii) Price (less) plans to push inventories out of warehouse doors and increase sales.