What is Marketing?

 

Deep Dive into Marketing: Meaning, Strategies, and Indian Brand Examples

Marketing is the heart of business. It is not limited to advertising or selling but includes understanding customer needs, creating value, and building strong relationships. This guide provides a comprehensive overview of marketing with a deep dive into strategies, the marketing mix, and how leading Indian brands are leveraging it effectively.

What is Marketing?

Marketing is a holistic process that starts with identifying the needs and wants of target customers and ends with customer satisfaction and loyalty. Philip Kotler defines marketing as:

"A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value."

In modern terms, marketing:

• Is customer-centric

• Uses data and analytics to drive decisions

• Involves long-term relationship building

• Aligns with business goals and revenue

Core Functions of Marketing

1. Market Research

Understanding customer behavior, competition, and market trends is the foundation. Market research guides product development, pricing, and promotional decisions.

• Example: Dabur uses consumer feedback to launch new herbal products tailored to Indian preferences.

2. Product Development

Product design is based on solving customer problems and offering value.

• Example: Ola Electric designs e-scooters considering traffic congestion and charging infrastructure in Indian cities.

3. Pricing Strategy

Setting the right price involves balancing cost, value, competitor pricing, and customer expectations.

• Example: Jio entered the telecom market with low pricing to rapidly capture market share.

4. Promotion

Includes all communication methods like advertising, sales promotions, digital marketing, and influencer collaborations.

• Example: Amul's topical ads are famous for being relevant, humorous, and emotionally resonant.

5. Distribution (Place)

Ensures product availability in the right location, in the right quantity, at the right time.

• Example: Asian Paints has built an extensive distribution network to penetrate urban and rural markets.

6. Selling & Conversion

Turning prospects into customers via persuasive techniques and understanding consumer psychology.

• Example: Byju's uses a mix of digital ads and free demo classes to convert leads into subscribers.

7. CRM & Retention

Maintaining long-term customer relationships through excellent service, communication, and loyalty programs.

• Example: Amazon India provides prompt support and Prime memberships to increase customer loyalty.

Types of Marketing

Traditional Marketing

Includes offline channels like TV, newspapers, billboards, and radio.

• Example: LIC relies heavily on newspaper ads and public service announcements.

Digital Marketing

Covers online platforms such as search engines, websites, email, and social media.

• Example: Nykaa built a D2C brand primarily through influencer marketing and SEO.

Content Marketing

Creating valuable content to attract and retain an audience.

• Example: Zerodha educates investors through YouTube and blogs.

Influencer Marketing

Partnering with influencers who have a dedicated following.

• Example: Mamaearth works with YouTube and Instagram influencers for product reviews.

Guerrilla Marketing

Creative, low-cost marketing tactics that grab attention in public spaces.

• Example: Zomato’s witty push notifications and billboards are unconventional and viral.

Experiential Marketing

Creating memorable brand experiences via events or activations.

• Example: Fevicol creates interactive experiences at trade fairs to showcase product strength.

The 7Ps of Marketing

P	Description	Indian Brand Example
Product	Tangible or intangible offering	Tata Salt - trusted and consistent
Price	Strategy to capture value	Jio - low-cost, mass-market appeal
Place	Distribution and accessibility	Patanjali - strong rural presence
Promotion	How the offering is communicated	Amul - iconic hoardings
People	Staff, customer service, and brand reps	Indigo Airlines - polite service
Process	Service delivery mechanisms	Swiggy - real-time tracking
Physical Evidence	Tangible brand cues (store, packaging)	McDonald’s - consistent branding

Importance of Marketing in Business Growth

1. Creates Awareness: First step in the customer journey.

   • Surf Excel’s tagline “Daag Achhe Hain” created a strong emotional recall.

2. Builds Brand Equity: Marketing creates long-term value.

   • Asian Paints stands out in the competitive paint industry with emotional storytelling.

3. Drives Sales: Through campaigns and seasonal offers.

   • Flipkart’s Big Billion Days significantly boost sales and app installs.

4. Customer Engagement: Keeps the brand top-of-mind.

   • Zomato’s push notifications are short, witty, and engaging.

5. Competitive Advantage: A strong marketing strategy differentiates a brand.

   • Tata Tea’s social campaigns add depth beyond the product.

6. Market Expansion: Marketing opens new markets and customer segments.

   • Paytm grew by targeting urban and semi-urban users with digital convenience.

Marketing Strategies in Action: Indian Case Studies

Asian Paints

• Distribution: 70,000+ dealers

• CRM: Loyalty programs for contractors

• Advertising: Emotional, home-focused messaging

Amul

• Topical Advertising: Witty takes on current events

• Emotional Branding: Celebrates Indian values

Tata Tea

• Cause Marketing: "Jaago Re" connects tea with social awareness

• Brand Positioning: Wakes up minds, not just bodies

Zomato

• App Engagement: Push notifications with humor

• Social Media: Memes, current affairs, brand personality

Mamaearth

• Influencer Driven: YouTube and Instagram partnerships

• Content Focus: Educates users about natural ingredients

Future Trends in Marketing (2025 Onwards)

1. Artificial Intelligence

   • Chatbots, personalization, dynamic pricing

   • Example: HDFC Bank’s AI-based chat assistants

2. Voice and Visual Search

   • People using voice assistants and image-based queries

   • Example: Flipkart optimizing listings for Alexa and Google

3. Regional and Vernacular Marketing

   • Content in Hindi, Tamil, Bengali to reach regional markets

   • Example: ShareChat targets Tier II & III users

4. Sustainability & Purpose-Driven Brands

   • Brands focusing on eco-friendly practices

   • Example: Tata Power Solar promotes green energy

5. Short-Form Video Content

   • Instagram Reels, YouTube Shorts

   • Example: Myntra and Netflix India use short videos for engagement

6. Augmented Reality (AR)

   • Try-before-you-buy experiences

   • Example: Tanishq lets users try jewellery virtually

Conclusion

Marketing is no longer optional. It's essential for survival, success, and scale in today’s hyper-competitive business world. Especially in India — with its diverse cultures, price-sensitive customers, and digital acceleration — marketing must be creative, localized, tech-driven, and relationship-oriented.

Whether you're a student, entrepreneur, or executive, understanding marketing deeply can unlock new opportunities and drive real growth.

Quiz (Recap Your Learning)

1. What does CRM stand for? a) Consumer Research Market
   b) Customer Retention Model
   c) Customer Relationship Management ✅
   d) Channel Revenue Management

2. Which brand uses the tagline "Daag Achhe Hain"? a) Ariel
   b) Surf Excel ✅
   c) Tide
   d) Rin

3. Which marketing type uses events and live demos? a) Digital Marketing
   b) Experiential Marketing ✅
   c) Guerrilla Marketing
   d) Influencer Marketing

4. Which brand is known for “Jaago Re”? a) Tata Tea ✅
   b) Red Label
   c) Lipton
   d) Society Tea

5. What is a key trend in marketing post-2025? a) Radio ads resurgence
   b) Physical mailers
   c) AR & AI-based personalization ✅
   d) Manual billing systems

6. 
   
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