Holistic Marketing /SustainableMarketing

Holistic Marketing is a marketing strategy that is developed by thinking about the business as a whole, its place in the broader economy and society, and in the lives of its customers. It refers to the adoption of those marketing services that create better businesses, better relations and a better world without causing any harm to environment. Successful holistic marketing requires effective relationship marketing, integrated marketing, internal marketing, and  performance marketing.

Relationship Marketing

The concept of customer service led to a new concept called relationship management. As competition increased, the organization started to realize the importance of customer value. They realized that it’s not just always low prices, but also other aspects like delivery, image, brand associations and the relationship with the customers becomes key factors. The ultimate aim of a relationship marketing approach is for the customer to become a ‘partner’ of the organization, by contributing to marketing decisions through a one-to-one relationship.

Internal Marketing

Internal Marketing is based on the fact that the employees are the internal customers of a company. Employee satisfaction is the utmost important for a firm to achieve its goal. Internal Marketing ensures building a skilled and self-motivated workforce and that every member of the organization properly understands the company’s marketing orientation and philosophy towards the customer satisfaction. Internal marketing is also about maintaining harmony and co-ordination among various marketing functions and activities within the organization. There should not be any conflicts within the marketing department or between marketing and other departments because that would somehow negatively affect external marketing also.

Integrated Marketing:

Integrated Marketing is the tactical delivery of blended strategy to ensure that you capture all touching points with your clientele. As we are morphing into a more digital arena we are seeing an increasing trend of consumers using different forms of communication with respective brands through various platforms.

Social Marketing:

Cause-related Marketing supports a cause. Different kind of organization conduct social  marketing in India that includes, government, autonomous institutions, foundations, NGOs etc. Choosing the right goal and objective of social marketing is difficult. Corporate social responsibility is one of the major part of every major player.

HOLISTIC APPROACH OF RELISPRAY

Relationship marketing: Relispray connects to the consumers as the instant pain reliever brand (brand identity is disseminated through various advertisements and promotions). The brand loyalty level is very high as it is the 1st ever pain reliever spray in India. The brand value is also created because of the legacy of its parent brand Midas Care Pharmaceuticals Pvt. Ltd..

Internal marketing: Midas Care's approach to its human resource is premised on the fundamental belief in fostering meritocracy in the organization which promotes diversity and offers equality of opportunity to all employees.

Integrated marketing: The integrated message for Relispray is that it’s a instant pain reliever spray. Relispray’s tagline Relispray- with Deep Damage Repair Technology helps in avoiding confusions in the brand message that a consumer receive through different media. Relispray through the appropriate media mix i.e. Television, BTL activities, Sponsoring sports events reaches its target audience effectively

Social Marketing: All these green projects and initiatives undertaken by Midas Care Pharmaceuticals Pvt. Ltd. have a positive impact on the society. It goes a long way in maintaining and improving the state of the environment. Midas Care is one of the first companies to stop using CFC's and completely reformulate all products to non CFC formulations to help protect the environment. Midas Care has also won the prestigious ICICI - CNBC TV18 Emerging India Award 2013 for the 'Most Socially Responsible SME' for its Midas Care SwarnPrabha initiative.

Analyzing Consumer & Business Markets

CONSUMER BEHAVIOR : It is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas or experiences to satisfy their needs and wants.

MODEL OF CONSUMER BEHAVIOR

ORGANISATIONAL BUYING BEHAVIOR:

Organizational buying is the process of decision making by which an organization establish the need for purchased products and services and identify, evaluate and choose among alternate brands and suppliers. A business market consists of all the goods and services used in the production of products in other companies (primarily including agriculture, forestry, fisheries; mining, transportation, communication, banking, finance, insurance, distribution and services)

RELISPRAY

ü Midas Care has in-house formulation manufacturing

ü They also manufacture their own cans

ü Regular Checks are done by Midas Care 

Sales Management

Sales: Any of a number of activities designed to promote customer purchase of a product or 

service is Sales. While marketing as a discipline primarily caters to demand generation. Sales is majorly concerned about converting demand to revenue. Sales includes stages such as assessing customer needs, presenting product features and benefits to address those needs and negotiation on price, delivery and other elements.

Sales Management: 

Functions of sales management

·                     Sales planning

·                     Recruiting / staffing

·                     Training

·                     Controlling / directing

·                     Evaluating

·                     Effectiveness / efficiency

·                     Compensation

The Impact of Effective Sales Management 

While this may seem like a lot to do, effective sales management requires ongoing involvement with the sales force. But effective sales management has numerous positive impacts. It can:

ü  Increase sales revenue and profitability

ü  Decrease variability of revenue due to inaccurate forecasting

ü  Increase sales productivity (revenue per salesperson)

ü  Increase customer satisfaction and loyalty

ü  Increase salesperson motivation

SALES FUNNEL

If we look at the above sales funnel with respect to RELISPRAY, we notice that utilizes the RELISPRAY sales funnel optimally to drive sale.

Awareness: The key stage where the message of the brand is communicated to make the consumer aware. RELISPRAY scores high on brand recall as it is in the market for more than 20yrs. So, RELISPRAY only reinforces its presence as most consumers are already aware of it.

Leads:  A lead is a prospect that meets specified criteria(Fit, behavior, interest, intent) as determined by mutual agreement between the sales and marketing team. For RELISPRAY, it may be any individual who is suffering from pain and wants instant relief from it.

Prospects: The qualified prospects are the specific target group that would be motivated to purchase the product. RELISPRAY assesses its target group from time to time to identify any changes on consumer preferences and tastes. Currently, it focuses on people in the age group of 15-54 yrs both male and female and people belonging to SEC A and B.


Sales: The final stage in the sale funnel. With reference to RELISPRAY sales happens through medicals and retail outlets where consumers walk in and purchase their "trusted" spray, which comes at a reasonable price and is easily available.

There has been an INCREASE IN SALES FIGURES OF RELISPRAY OVER YEARS

TIMELINE

1986 - Relispray was launched

1990 - Dr. Ali Irani Endorses  RELISPRAY

1998 - RELISPRAY achieves 4 Million Sales

2005 - RELISPRAY achieves 15 Million Sales

2008 - RELISPRAY achieves 20 Million Sales

2012 - RELISPRAY achieves 30 Million Sales

2012 - RELISPRAY achieves 35 Million Sales

Brand & Branding

American Marketing Association defines brand as a "A Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."  The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is TRADE  name.’

ELEMENTS OF BRANDING

Brand Name : RELISPRAY

                              The term 'RELI'-SPRAY came from the word "RELIEF"

Brand Logo :

                                

Brand Tagline :  "Deep Damage Repair Technology"

Brand Promise : "Dard Ko Rakhe Door Bahut Door..."

(Is To keep the pain miles away from you)

Brand Equity :

AMA defines brand equity as "A phrase used in the marketing industry to try to describe the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well known names. "

The Brand Equity of RELISPRAY is very high as it is the 1st pain reliever spray in India manufactured by Midas Care Pharmaceuticals Pvt. Ltd. one of the leading pharmaceuticals company in India and the product is more than 20 years in the market. The advertising spent of Relispray is low as compared to its competitors, it capitalizes on its brand equity and it sells based on its image

STP & Marketing Strategy

SEGMENTATION :

The American Marketing Association defines Market Segmentation as "the process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs

Each subset may conceivably chosen as a market target to be reached with a distinct marketing strategy.

Segmentation is based on four parameters

ü  Demographic segmentation

ü  Geographic segmentation

ü  Behavioral Segmentation

ü  Psychographic Segmentation

                         

TARGETING :

Targeting refers to picking a specific group or small set of groups to which a business will advertise its offerings. This is based upon specializing the target group.

POSITIONING :

Positioning refers to the customer's perceptions of the place a product or brand occupies in market segment. A position in the consumer mind-space is achieved by associating benefits of a brand with needs or lifestyle of the segments

STP OF RELISPRAY

DEMOGRAPHIC SEGMENTATION :

ü  AGE : 15-54 yrs.

ü  GENDER : Both Male and Female

ü  SEC : SEC A & B

GEOGRAPHIC SEGMENTATION :

ü  METROS & Tier 2 Cities

PSYCHOGRAPHIC SEGMENTATION

ü  ATTRIBUTES : Instant Relief

ü  VALUES : Punctuality, Desire, Satisfaction, Relaxation, Enjoy Life, Positive Energy.

ü  BENEFITS : Pain Relief

POSITIONING :

ü  1st Pain Reliever Spray In India

Ø  Initial Tagline: Stop Maalish.. Karein Relispray

ü  Now, Relispray positions itself as a Spray that keeps the pain miles away from you.

Ø  Brand Promise : Dard Ko Rakhe Door Bahut Door

Ø  Tagline : With Deep Damage Repair Technology

Promotion

Integrated marketing communications(IMC)
IMC is an approach to brand communications where the different modes work together to create a seamless experience for the customer and the communication is presented in such a way that the brand's core message is reinforced.
All aspects of marketing communications advertising, PR, digital, sales promotions work as a unified force towards the goal of a stronger brand and better sales.

Relispray uses IMC which majorly integrates different elements from ATL and BTL to communicate the core message of Relispray and project it as a Trusted brand which keeps pain miles away from you

Above The Line (ATL) 
Above The Line promotions are impersonal communications using conventional mediums such as TV, radio, OOH, print and cinema to communicate to the masses. 

Relispray carries out ATL promotions through Television commercials(TVCs)

Relispray Ad

The message that Relispray wants to convey through its commercial is that Relispray keeps the pain miles away from you. Also wants to inform consumers about the DEEP DAMAGE REPAIR TECHNOLOGY, how it works i.e. how it penetrates through the muscles and gives relief.

Below The Line(BTL)
BTL uses unconventional methods to target individual and specific group and thus is a personal communication method. It is aimed at driving an immediate or a little delayed incentive to purchase.
Sales promotions, direct mails, point of purchase, road shows, telemarketing, in-store promotions and activations for the various activities in BTL.

Product Placements : In show placements have been done various shows like Big Boss on Colors, Dil Dosti Dance on Channel V, Roadies on MTV, etc.Point Of Purchase : In store advertising like putting up standees,  branding the medicals board, placements of the product in the shelves. Events : Relispray has been associate sponsorer for various events like Standard Chartered Marathon, Kingfisher Corporate Football League, Toon Cricket Of Kids. Sales Promotion and Trade promotions are few techniques that are used.

The Five M's Of Advertising

MISSION

An advertising objective is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

The advertising objective of the latest ad of Relispray was to inform consumers of its Deep Damage Repair Technology

Relispray Ad

MONEY

FACTORS AFFECTING BUDGET DECISIONS :

1.Stage in the product life cycle : As discussed earlier Relispray is in its Maturity stage, it is an          established brand and so the advertisement budget is low.

2.Market share and consumer base : Relispray has the 2nd highest market share in the Pain reliever Sprays category and hence has less advertising budget.

3.Competition and Clutter : There are only three players in the spray category. Not much competition and so advertising expenditure is less.

4.Advertising frequency : It has an obvious impact on the advertising budget. There's enough awareness and hence not much frequency is required.

5.Product substitutability : Relispray being the 1st pain reliever spray has already established its unique place in the consumers mind and so at this moment it is ok to spend less on advertising.

Approx media spend of Relispray in 2013 was 4 Cr.

MESSAGE

MESSAGE GENERATION AND EVALUATION  : The message that Relispray wants to convey through its commercial is that Relispray keeps the pain miles away from you. Also wants to inform consumers about the DEEP DAMAGE REPAIR TECHNOLOGY, how it works i.e. how it penetrates through the muscles and gives relief.

CREATIVE DEVELOPMENT AND EXECUTION : Relispray TV commercial

SOCIAL RESPONSIBILITY REVIEW : The ad is ASCI approved and does not overstep social or legal norms.

MEDIA

CHOOSING AMONG MAJOR MEDIA TYPES : The selection of the media depends on the the target audience media habits, product characteristics, message requirements and cost.

Taking the above mentioned factors into consideration Relispray out of the major media types only advertises on Television. As the cost per exposure of television is low as compared to the other traditional media.

REACH, FREQUENCY & IMPACT : The reach and the frequency of the 2013 campaign of Relispray is mentioned below :

REACH : 68%

FREQUENCY : 5.7

ALTERNATE MEDIA OPTIONS :

1. Product Placements : In show placements have been done various shows like Big Boss on Colors, Dil Dosti Dance on Channel V, Roadies on MTV, etc.

2. Point Of Purchase : In store advertising like putting up standees,  branding the medicals board, placements of the product in the shelves.

3. Events : Relispray has been associate sponsorer for various events like Standard Chartered Marathon, Kingfisher Corporate Football League, Toon Cricket Of Kids

DECIDING ON MEDIA TIMINGS AND ALLOCATION : Relispray uses the Flighting type of advertising. Flighting means using a seasonal pattern. Relispray advertises only from November to January

MEASUREMENT

As Relispray is promoted majorly on Television ,the effectiveness of the campaign is measured through TAM.

Distribution

Distribution is the process of making a product or service available for use or consumption by a consumer or business user, using direct means, or using indirect means with intermediaries.

An industrial distribution channel on the other hand, handles the transfer of goods between the various hierarchical levels in a B2B space.

Distribution model of Relispray

DISTRIBUTION OF RELISPRAY

ü  Maharashtra and Gujarat the distribution is strong.

ü  In north and south of India the distribution is moderate.

ü  In East India the distribution is very less.