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7/30/2019 36485055 Postmodernism in Marketing
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Ganga HewageUditha Wijegunawardhana
K. Katheesh
Lalin Mendis
MBA Programme [2008-2010]
Faculty of Management and Finance
University of Colombo
Sri Lanka
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Post ModernismPost Modernism
What is Post Modernism
.?
It is Politics, Philosophy, Psychology, sociology, theology, geography,history, economics, anthropology, media studies, jurisprudence etc
Few definitions of Post Modernism incredulity towards metanarratives
, heterotopia
, contrived
depthlessness, a series of perceptual presents
, excremental
culture, bottomless fragmentation and ephemerality, the
production and distribution of public attention, a regime of
significance
Source: Silverman
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Post Modernism isPost Modernism is
A changed.complex. Or new.dramatical
political economic upheaval
Also rise of protectionism, fundamentalism,environmentalism,
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ErasEras
Prehistory 1900-1950s
Modern 1960s to 1970sSymbolic Interpretive
1980s
Post Modern 1990s to-date
ModernModern Symbolic interpretiveSymbolic interpretive Post modernPost modern
Reality isReality is PrePre--existing unityexisting unity Socially constructedSocially constructed
diversitydiversity
Constantly shifting fluidConstantly shifting fluid
pluralityplurality
Knowledge is believedKnowledge is believed
to beto be
UniversalUniversal Particular Particular ProvisionalProvisional
Knowledge isKnowledge is
developed throughdeveloped through
Facts and informationFacts and information Meaning andMeaning and
interpretationinterpretation
Exposure andExposure and
experienceexperience
Knowledge isKnowledge is
recognized viarecognized via
ConvergenceConvergence CoherenceCoherence Incoherence,Incoherence,
fragmentation,fragmentation,
deconstructiondeconstruction
Model for humanModel for humanrelationshiprelationship
HierarchyHierarchy CommunityCommunity Self determinationSelf determination
Overarching goalOverarching goal Prediction and controlPrediction and control UnderstandingUnderstanding FreedomFreedom
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Some ost oder ist roductsSome ost oder ist roducts
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Post modernist behaviors'Post modernist behaviors'
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Postmodern ArchitecturePostmodern Architecture
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Postmodern ArtPostmodern Art
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Social Networking sitesSocial Networking sites
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Different Views of PostmodernismDifferent Views of Postmodernism
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Different views of PM
Postmodern society is DOMINATED by media
(Venkatesh,1992)
1
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Different views of PM
Individual is free to experience the height ofEMOTIONAL PEAKS without connecting the
experience to a logical and unitary state of
being.
(Firat and Venkatesh, 1995)
2
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Different views of PM
Marketers also create the postmodern condition by
introducing post MODERN PRODUCTS
(prof. Krittinee Nuttavuthisit,2007) Eg: e-cigarette
3
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E-cigarette
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Different views of PM
Technology FACILITATES postmodernism.
( Christina Goulding, 2003)Eg: online buying of private dresses
4
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Main Themes of PostmodernismMain Themes of Postmodernism
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Main Themes of Postmodernism
HyperrealityHyperreality Creation of marketing environments that are more real than realCreation of marketing environments that are more real than real
It gives an environment that nature can not giveIt gives an environment that nature can not give
FragmentationFragmentation Disconnected postmodern lifestyles, behaviours, moods, whims etc. ofDisconnected postmodern lifestyles, behaviours, moods, whims etc. of
contemporary consumers.contemporary consumers. Consumer performs multiple rolesConsumer performs multiple roles
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Main Themes of Postmodernism Decentered subjectsDecentered subjects
People no longer defined by their occupation, social class, demographics etcPeople no longer defined by their occupation, social class, demographics etc
Human body objectified; Objects humanizedHuman body objectified; Objects humanized
Juxtaposition of oppositesJuxtaposition of opposites Exact opposite of ever more precise segmentation and positioningExact opposite of ever more precise segmentation and positioning
Mixing and matching of opposites, by combinations of contradictory styles.Mixing and matching of opposites, by combinations of contradictory styles.
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Role ofMarketing Analyses inRole ofMarketing Analyses in
PostmodernismPostmodernism
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Marketing Analyses
Reasons for rejection of familiar market conceptualizationmethods
The models attempt to give universal truths which is in direct
opposition to Postmodernism
The actual utility/ practicality of the models challenged
Debatable concepts counterproductive to objectives
Constrictions and limitations of the models
Are we straying off the pathor is the path leading us astray?
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Marketing Analyses
Models attempting to give universal truths
about marketing phenomena
4 Ps
SWOTAnalysisMaslows Hierarchy of Needs
Ansoff
Porter
BCG
Rejected
Models Based on a cyclical, rise/ fall
metaphor
Product Lifecycle
Wheel of RetailingFashion Cycle
Innovation Diffusion and Adoption
Considered
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GLOBAL SIGN ECONOMY
REGIMES OF FLEXIBLE
PRODUCTION &
CONSUMPTION
INFORMATION ECONOMY
& INFORMATIONAL
CAPITALISM
Postmodernist FrameworkC
onsumption is driven by the non utilitarian attributesGoods production industry to image production industry
Symbolic economy
Demand decline of standard products
Rapid technology development
Business productivity of transactionsystem
New I&C technologies are transforming
the global economic and social systems
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Factors Enabling PM InternetInternet
GlobalizationGlobalization Economic conditionEconomic condition
TechnologyTechnology
CultureCulture
Source: adapted from ITU
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Postmodern Consumer
There is no rules only choicesThere is no rules only choices
There is no fashion only fashionsThere is no fashion only fashions
Quality is not a concernQuality is not a concern
Emphasize on symbolic value than utility valueEmphasize on symbolic value than utility value Consumers actively get involved in the processConsumers actively get involved in the process
Often unpredictable behavioursOften unpredictable behaviours
Enjoys moment of pleasureEnjoys moment of pleasure
Only focus on self satisfactionOnly focus on self satisfaction
Customization becomes normsCustomization becomes norms
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Applications of Postmodernism toApplications of Postmodernism to
MarketingMarketing
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Micro MarketingMicro Marketing
Marketing so finely tuned that, if applied properly, it willMarketing so finely tuned that, if applied properly, it will
speak to customers almost individuallyspeak to customers almost individually
-- HowardHoward SchlossbergSchlossberg
TescoTesco Calvin KleinCalvin Klein
www.Amazon.comwww.Amazon.com
www.campbellsoup.comwww.campbellsoup.com
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Maxi MarketingMaxi Marketing Direct contact, dialogue and involvement with the individualDirect contact, dialogue and involvement with the individual
prospect or customer leading to increased sales and brandprospect or customer leading to increased sales and brand
loyaltyloyalty
-- Stan Rapp and Thomas L. CollinsStan Rapp and Thomas L. Collins
Maximized TargetingMaximized Targeting
MaximizedMediaMaximizedMedia
Maximized AccountabilityMaximized Accountability
Maximized AwarenessMaximized Awareness
Maximized ActivationMaximized Activation
Maximized LinkageMaximized Linkage
Maximized Sales [through long term customer relations]Maximized Sales [through long term customer relations]
Maximized DistributionMaximized Distribution
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Database MarketingDatabase Marketing
Direct marketers ability to talk to their audiences asDirect marketers ability to talk to their audiences as
individuals in very large numbersindividuals in very large numbers
-- DaviesDavies
-- HSBCHSBC
-- AmExAmEx
-- TescoTesco
-- Levi StraussLevi Strauss
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New MarketingNew Marketing
We are witnessing the emergence of a new marketingWe are witnessing the emergence of a new marketing
paradigm not a do more marketing that simply turns upparadigm not a do more marketing that simply turns up
the volume on the sales spiels of the past but athe volume on the sales spiels of the past but a
knowledge and experienceknowledge and experience--based marketing that findsbased marketing that finds
a way to integrate the customer into the company, toa way to integrate the customer into the company, to
create & sustain a relationship between the companycreate & sustain a relationship between the company
and the customerand the customer
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Wrap Around marketingWrap Around marketing
Two perennial problems in marketing are getting theTwo perennial problems in marketing are getting thecustomers and keeping them. Traditionally, most marketerscustomers and keeping them. Traditionally, most marketers
have spent their time getting customers. But the truth is wehave spent their time getting customers. But the truth is we
ought to start spending more time on the problems of how toought to start spending more time on the problems of how to
retain the customers we haveretain the customers we have-- Philip Kotler, quoted in CarusoPhilip Kotler, quoted in Caruso
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Value Added MarketingValue Added Marketing
Improve the existing product and concepts rather thanImprove the existing product and concepts rather than
launch new oneslaunch new ones
-- T. H. NilsonT. H. Nilson
AgroAgro--tourismtourism
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Relationship MarketingRelationship Marketing
Has as its concern the dual forces of getting and keepingHas as its concern the dual forces of getting and keeping
customers. Traditionally much of the effort of marketingcustomers. Traditionally much of the effort of marketing
has been directed towards the getting of the customerhas been directed towards the getting of the customer
rather than the keeping of them. Relationship marketingrather than the keeping of them. Relationship marketing
aims to close the loopaims to close the loop
-- Christopher, Payne and BallantyneChristopher, Payne and Ballantyne
HSBCHSBC
Anoma OpticiansAnoma Opticians
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Neo marketingNeo marketing The basic rule is break the old ruleThe basic rule is break the old rule
-- Cova, B. & Svanfeldt, C.Cova, B. & Svanfeldt, C.
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What do they have in common?What do they have in common?
Emphasis on dealing with the customer as anEmphasis on dealing with the customer as an
individualindividual
Desire to retain existing customers, products orDesire to retain existing customers, products or
services rather than creating them a newservices rather than creating them a new
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Benefits of Postmodernism toBenefits of Postmodernism to
Marketing TheoryMarketing Theory
Prospect of a rapprochement between marketing theoryProspect of a rapprochement between marketing theory
and practiceand practice
Provides a rationale for latter day fragmentation ofProvides a rationale for latter day fragmentation ofmarketing thoughtmarketing thought
Concerns the philosophical underpinnings that itConcerns the philosophical underpinnings that it
provides for many of todays much vaunted marketingprovides for many of todays much vaunted marketing
restorativesrestoratives
Marketings perennial search for academic respectabilityMarketings perennial search for academic respectability
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Postmodernism in PracticePostmodernism in Practice
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DieselDiesel
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Axe Take Off ClothesAxe Take Off Clothes
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CokeCoke
Globalized to localizedGlobalized to localized
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Reverse ProductionReverse Production
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PackagingPackaging
Coca Cola Li ht
Coca Cola Blak
Coke Side of life
Y Water
Perrier
OGO
Dragonfly energy drink
7Up H2OH
Wild Bunch & Co
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Evolving Sri Lankan ConsumerEvolving Sri Lankan Consumer
Rapid fragmentationRapid fragmentation Unlimited connections & open to the worldUnlimited connections & open to the world
Not easy to make your brand fall in loveNot easy to make your brand fall in love
4Ps4Ps 4Cs4Cs
-- ProductProduct -->Consumer value>Consumer value
-- PricePrice -->Cost>Cost
-- PlacePlace -->Convenience>Convenience-- PromotionsPromotions-->Communication>Communication
Decreasing ad recall & ROI on advertising investmentsDecreasing ad recall & ROI on advertising investments
Power shift from manufacturer to the consumerPower shift from manufacturer to the consumer
New role of advertisingNew role of advertising InformInform -->Empower>Empower
PersuadePersuade-->Demonstrate>Demonstrate RemindRemind-->Involve>Involve
Rethinking Marketing Communication for a Changing WorldRethinking Marketing Communication for a Changing World
Nimal Gunawardanas BlogNimal Gunawardanas Blog
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Prima Kottumee WebsitePrima Kottumee Website
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Y FMY FM
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How postmodern Sri Lankans are?
A quantitative study
About the sample
Findings:Aspect %
Aspirational 93%
Socio Political 60%
Lifestyle 72%
Conservation 56%
Religion & Beliefs 79%
Overall 68%
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Management ScenarioManagement Scenario
ModernModern Post modernPost modern
Specialisation of labour Flexible work practices
Hierarchical Mgt Flat or Matrix mgt
Confrontation relation consensus
Mass production Mass customization
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Marketers have toMarketers have to
Focus on identity creationFocus on identity creation
Involve consumers, encourage them toInvolve consumers, encourage them to
participateparticipate
Customize, customize, customize..Customize, customize, customize..
Branding is criticalBranding is critical
Differentiation through intangibles
Differentiation through intangibles
Look out, keep sniffingLook out, keep sniffing
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Conflicting ViewpointsConflicting Viewpoints
Globalization of markets are at handGlobalization of markets are at hand
Success of multinationals Vs. global corporationsSuccess of multinationals Vs. global corporations
Small local segments have their global equivalentsSmall local segments have their global equivalents
everywhereeverywhere StandardizationStandardization
Hedgehog Vs. FoxHedgehog Vs. Fox
The globalization of markets HBRThe globalization of markets HBR
Theodore LevitteTheodore Levitte
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Conclusions
Impacted many disciplines
Many views...
Focus on practise than theory Increasing validity of customer orientation
Being in business in a challenge
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Thank YouThank You