Holistic Marketing

HOLISTIC MARKETING

Relationship Marketing :- A key goal of marketing is to develop a deep, enduring relationship with people and organizations that could directly or indirectly affect the success of a company’s marketing activities. It aims to build mutually satisfying long term relationships in order to earn and maintain their business. Customer retention is another key aspect. Attracting a new customer may cost five times as much as retaining an existing one.

HONDA does that very well as it has several tie ups with several major players. For example, it tied up with Hero to launch a bike in the 90s.Discounts during festive seasons for the customers is something that it does very often.

Integrated Marketing :- The marketer’s task to devise marketing activities and assemble fully integrated marketing programs to create, communicate and deliver value for consumers. Two key themes of integrated marketing are that firstly, many different marketing activities communicate and deliver value and secondly, when coordinated, marketing activities maximize their joint effects. Marketers should design and implement any one activity keeping all other activities in mind.

HONDA uses these ideas to communicate about Stunner very well with lots of advertisements and big functions to announce any new launches or innovations. Whenever it releases an ad or press release about Stunner, it also sends across a sturdy brand image regarding itself. using this strategy it ensures that sales maximize.

Internal Marketing  :- This means that everyone in the company follows appropriate marketing principles, specially senior management. It is the task of hiring, training and motivating employees who want to serve customers well. It makes no sense to promise excellent service before the company's personnel is ready to provide it. Internal marketing is at two levels :

∙         Sales force, advertising, customer service, product management, research - all must work together. If they do not, customer's bound to go away. In case of HONDA, these parameters are quite well coordinated except the case of Jive when the service personnel were not qualified to service that particular bike.

∙         Other departments must also think about customers. It's not that only the sales people must think about them and not the people in advertising. Everyone should understand the importance of customer. Stunner has been down and outwards supporter of this thinking as is evident by several awards that they have won in this category.

Performance Marketing :-It shows about the returns to the business from marketing activities and addressing broader concerns and their legal, ethical, social and environmental effects. Top management thinks about market share, customer loss rate, customer satisfaction, quality, etc.

Marketers have to show to their bosses about the finances that they have spent in marketing the product. Also they should be concerned about any legal ramifications. Stunner cannot use any engine technology or styling which other bikes use. It has a patented CBF technology which only Stunner can use. Stunner uses CBF which is according to the environmental norms of less pollution.