A

“Summer training project report

ON
Modern Day Marketing
In START-UPS”

In the partial Fulfilment of the Degree of

MASTER OF BUSINESS ADMINISTRATION
From
DR. A.P.J ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW

Supervised by: Submitted By

Ms Nehal Jain DURGA PARSAD
(ASST. PROF) MBA 3rd SEM

1
 Summer training project report
On

“MODERN DAY MARKETING

IN START-UPSs”
(IT & Marketing)

At

INSEED BIOTECH LLP, Saharanpur.

1
 DECLARATION

I, DURGA PARSAD undersigned hereby declared that

The Summer project report entitled “Modern Day Marketing
In START-UPS”, with reference to Saharanpur city submitted
to the department of business administration for partial
fulfilment of the requirement for the degree of M.B.A affiliated
to APJ Abdul Kalam Technical University, Lucknow is my
own endeavors and it has not been submitted earlier to any
institution/university for any degree.

Palace: DURGA PARSAD

Saharanpur M.B.A 3rd Sem

2
 Acknowledgement

I avail the opportunity to thank the people

with whom I have been associated in successful completion of
the Project. I had a great experience, pleasure and immense
satisfaction while performing this Project.

I would also like to extend my note of thanks

to my project external guide ‘Ms Nehal Jain’, she has provided
the necessary guidance, facilities and helpful suggestions in
completing my project in all aspects. I would like to
acknowledge the importance of my friend who helped me in
technical aspects of the project.

My special thanks to ‘Mr. Gaurav Sir’

Director of Disha Bharti college of management and
education and ‘MS. Nehal Jain’ Coordinator of the MBA
Department, and all the staff for their support and valuable
suggestions

DURGA PARSAD
MBA 3rd Sem

3
 INDEX
S.R no. TOPIC NAME Page no.
1. Objective of Study 3
2. Introduction 4
3. About Company 5-9
4. History of Company 10
5. Products of Company 11-43
6. Start-Ups 44-45
7. What Is Marketing 46-47
Need of Marketing personnel In
8.
Start-Ups 48-49
Marketing strategy-
i. SWOT Analysis
9.
ii. PESTEL Analysis
iii. Marketing Mix (4P’s) 50-64
Modern Marketing-
i. Concept
ii. Social Responsibility
10.
iii. The Role of Modern Marketing
iv. Characteristics Modern Marketing
v. Implementation Modern Marketing 65-83
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 vi. Advantage of Modern Marketing
vii. Challenges for Modern Marketing

11. Findings and Suggestions 84-89

12. Conclusion 90-91
13. Questionnaire and Survey 92-97
14. Bibliography and Reference 98-99
15. Thank You 100

2
 OBECTIVE OF STUDY

Marketing is a process that affect our lives. We are consumers, but

many of us are part of marketing like salespersons, wholesalers,
rivals, Raw material suppliers and so force. As we know, the concept
of marketing is constantly redefined. Marketing defines activities that
create value through exchange between parties. This concept is a
traditional definition of marketing. That used in many companies and
organization, but in the globalization age, another concept is created
that called modern marketing. In this article we tried to examine the
concept of modern marketing, role and characteristics and challenges
of its usage in companies and firms.
Marketing objectives are of great significance for
any business. They give a definite direction to the process of
marketing. We require proper marketing objectives for the well-
functioning of any Start-Ups business. This article delivers the
important marketing objectives for a Start-Ups.
Marketing objectives are simply a set of goals to
be achieved by the business. They are essential for shaping the
marketing strategy for a Start-Ups. These days, SME business and
marketing objectives are playing a crucial role for all the upcoming
Start-Ups.

3
 INTRODUCTION
Inseed Biotech is global business with interests in Human Food and
Veterinary Feed medicines. It is a one source of all human and
veterinary medicines. We’re dedicated to giving you the very best of
medicines, with a focus on three most important characteristics
dependability, customer service and superlative quality.

We are a global leader in integrated solutions and offer a unique

platform of services across the Drug Lifecycle – from drug discovery
and development to commercial manufacturing of drug substances
and drug products.

Inseed Biotech LLP headquartered in India is an integrated, national

pharmaceutical company producing a wide range of quality affordable
generic medicines, trusted by healthcare professionals and patients
across geographies.

The motto of the company is to uplift the person/animal effected by

malnutrition and diseases.

4
 ABOUT COMPANY
We are the esteemed manufacturer of Quality Veterinary Products.
We manufacture: -
Herbal Feed Supplements, Growth Promoters, Disease resistant’s,
Immune Boosters, Herbal Medicines, Enzymes Blends, Prebiotic's,
Probiotics: Lactobacillus, Dry Active Yeast (blends of probiotics,
probiotics, and active dried yeast) and Feed Additives of Vitamins,
Trace Minerals, Acidifiers, Toxin binders, Natural Choline Chloride,
Herbal Lysine, Natural Lysine, Chelated Oral Calcium, Chelated
Mineral Mixtures, Mastitis in Cattle, Liver Booster Tonic, which is
essential for the growth and productivity of livestock, poultry, Pets,
and Aqua. We also a manufacturer of Dietary Supplements that come
in a variety of forms, including tablets, capsules, and powders.
Popular supplements include vitamins D and B12 minerals like
calcium and iron herbs such as echinacea and garlic and products like
glucosamine, probiotics, and fish oils.
We are located in the prime bordering the states of Haryana,
Himachal Pradesh, and Uttarakhand, and close to the foothills of the
Shivalik range, it lies in the northern part of the Doab region. It is
primarily an agricultural area. We are engaged in the production of
veterinary products for more than a decade. The quality of our
products has been recommended and accepted in foreign countries,
because of their remedial significance. Our manufacturing System is
internationally standardized according to the guidelines of G.M.P.
5
We are a global leader in integrated solutions and offer a unique
platform of services across the drug lifecycle from drug discovery and
development to commercial manufacturing of drug substances and
drug products.

We are now serving across the globe with our main intention of
making life meaningful and joyful of every individual.

6
The mission of the company is to provide new research formulations
at affordable prices to the downturn of people of societies around the
world, to provide essential medicines and health aids to infants and
children to save the life of people who are affected by dreaded
diseases like cancer and aids.

7
The company believes in generating qualified and intelligent
employees and work infrastructure with highly effective environment
as required for manufacturing internationally acceptable quality
medicines and health supplements.

8
Pharmaceutical companies encounter enormous challenges during the
long product-development process. Today's fast-paced competition
requires efficiency in all aspects of business.

Contact us

info@inseedbiotech.com

+91- 8418093052

+91- 6395307796

Inseed Biotech LLP. Dr. B.R. Dhawan Clinic, Beri Bagh, Saharanpur-
247001

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 HISTORY OF COMPANY
Inseed Biotech LLP is a startup found in 2019 by young
leaders and their team whose main motto was to serve every single
individual worldwide, by providing medicines and health supplements
at affordable price, high quality and effective bioavailability and
bioequivalence.

Inseed Biotech Limited Liability Partnership is a Limited

Liability Partnership incorporated on 06 September 2019. It is
registered at Registrar of Companies, RoC-Kanpur Inseed Biotech
Limited Liability Partnership's Annual return was filed on 31 Mar,
2020 for financial year end Inseed Biotech Limited Liability
Partnership's Limited Liability Partnership is (LLP) AAQ-4885.
Inseed Biotech LLP is a start-up found in 2019 by young leaders and
their team whose main motto was to serve every single individual
worldwide, by providing medicines and health supplements at an
affordable price, high quality and effective bioavailability and
bioequivalence.

10
 PRODUCTS OF COMPANY
Our services include a wide variety of products including Boluses/
Tablets, Oral Liquids and Powders in both Human Food and
Veterinary Feed Supplements.

• We have two catagory of products:-

1. Human Products.

2. Veterinary Products.

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 1. HUMAN PRODUCTS:-

We have idea behind food supplements to deliver nutrients that may

not be consumed in sufficient quantities. Food supplements can be
vitamins, minerals, amino acids, fatty acids, and other substances
delivered in the form of pills, tablets, capsules, liquid, etc.

12
USES
• Also known as a probiotic (dietary supplement), used to improve
digestion and restore normal flora.
• Probiotics have been used to treat bowel problems (such as
diarrhoea, irritable bowel), eczema, vaginal yeast infections, lactose
intolerance, and urinary tract infections.
Categories: Human Products, Tablet/ Capsules

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USES
• Also known as a probiotic (dietary supplement), used to improve
digestion and restore normal flora.
• Probiotics have been used to treat bowel problems (such as
diarrhoea, irritable bowel), eczema, vaginal yeast infections, lactose
intolerance, and urinary tract infections.
Categories: Human Products, Powder

14
USES
• Used in patients to make sure they are getting enough calcium (e.g.,
women who are pregnant, nursing, or postmenopausal, people taking
certain medications such as phenytoin, phenobarbital, or prednisone).
• It may be used to treat conditions caused by low calcium levels.
Categories: Human Products, Tablet/ Capsules

15
USES
• Widely used in worldwide for the treatment of individual who do
not get enough calcium from their diets.
• Best for men and women both.
• Presence of vitamin D, calcium, and phosphorus is important for
building and keeping strong bones.
Categories: Human Products, Tablet/ Capsules

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USES

• Commonly used as a medication in the treatment of hypocalcaemia

and osteoporosis.
• It regulates calcium levels by increasing the absorption of calcium
and phosphate from the gastrointestinal tract, increasing calcium and
phosphate reabsorption in the kidneys and inhibiting the release of
PTH.
Categories: Human Products, Tablet/ Capsules

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USES

• A dietary supplement manufactured with the intention of providing

nutrients to an individual.
• For those who lacks multivitamin in body, as multivitamins are the
most commonly used product for those who fail to consume a
balanced diet.
Categories: Human Products, Powder

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USES

• This medication is a multivitamin and iron product used to treat or

prevent vitamin deficiency due to poor diet, certain illnesses, or
during pregnancy.
• Presence of so many elements makes the tablet more effective.
• Vitamins and iron are important building blocks of the body and
help keep you in good health.
Categories: Human Products, Tablet/ Capsules

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USES
• Helps in keeping Up with Life Post 30, as people move into their
30s, muscle mass and strength start to decline.
• This combination of protein enriched with vitamins, minerals and
carbohydrates helps in maintaining muscle mass, one does not just
need the right amount of Protein but also the right quality, which we
provide.
Categories: Human Products, Powder

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USES
• This medication is an iron supplement used to treat or prevent low
blood levels of iron (e.g., for anaemia or during pregnancy).
Categories: Human Products, Tablet/ Capsules

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USES
• An iron supplement used to treat or prevent low blood levels of iron
(such as those caused by anemia or pregnancy)
• Iron is an important mineral that the body needs to produce red
blood cells and keep you in good health.

Categories: Human Products, Oral Liquid.

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USES
· Used for Kids only.
· Ferrous sulfate and folic acid is used to treat iron deficiency anemia
Categories: Human Products, Oral Liquid

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USES
• This combination medication is used to prevent or treat low blood
calcium levels.
• Used to treat conditions caused by low calcium levels such as bone
loss (osteoporosis), weak bones (osteomalacia/rickets), decreased
activity of the parathyroid gland (hypoparathyroidism), and a certain
muscle disease (latent tetany)

Categories: Human Products, Tablet/ Capsules

24
USES

• FOR KIDS ONLY

• This medication is a multivitamin and iron product used to treat or
prevent vitamin deficiency due to poor diet, certain illnesses, or
during pregnancy.
• Vitamins and iron are important building blocks of the body and
help keep you in good health.
Categories: Human Products, Oral Liquid

25
USES

• Used to treat or prevent vitamin deficiency before, during, and after

pregnancy.
Categories: Human Products, Tablet/ Capsules

26
USES

• It Produce significantly greater reduction in hair-pulling symptoms

than placebo
• Selenium & copper helps prevent premature hair greying.

Categories: Human Products, Tablet/ Capsules

27
2.VETERINARY PRODUCTS:-

USES

RUMEN SPECIFIC BOLUS

Categories: Boluses/ Tablets, Veterinary Products

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CALCIUM BOLUS
Categories: Boluses/ Tablets, Veterinary Products

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CALCIUM & VITAMIN AD3 H BOLUS
(Feed Supplement of Calcium, Phosphorus Vit AD3H, B12 & E
Leptadenia, Asparagus Racemosus with Chelated Minerals)
Categories: Boluses/ Tablets, Veterinary Products

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CHELATED CALCIUM LIQUID
Categories: Oral Liquids, Veterinary Products

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CYPROHEPTADINE + COBALT CHLORIDE &
MULTIMINERAL BOLUS
Category: Veterinary Products

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TRACE MINERAL BOLUS
Categories: Boluses/ Tablets, Veterinary Products

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VITAMIN AD3E LIQUID
Categories: Oral Liquids, Veterinary Products

34
SERRATIOPEPTIDASE BOLUS
Categories: Boluses/ Tablets, Veterinary Products

35
STIMMILK TR COMPOSITION
Categories: Boluses/ Tablets, Veterinary Products

36
SIMETHICONE + DIL OIL SUSPENSION
Categories: Oral Liquids, Veterinary Products

37
SIMETHICONE 50MG + DIL OIL 25MG + MAGNESIUM
HYDROXIDE 100MG + MAGNESIUM TRICILICATE 100MG +
DRIED ALLUMINIUM HYDROXIDE GEL 200MG/ 5ML

Categories: Oral Liquids, Veterinary Products

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ADD FEED BOLUS

Categories: Boluses/ Tablets, Veterinary Products

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MULTIVITAMIN & MULTIMINERAL BOLUS

Categories: Boluses/ Tablets, Veterinary Products

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Active Ingredients. Mg/bolus 16 grams
Methionine 160 mg
Cobalt sulphate 3.52 mg
Copper sulphate 1.76 mg
Sodium phosphate
(Dibasic dihydrate) 400 mg
Sodium Bi-carbonate 2640 mg
Magnesium trisilicate 4000 mg
Gentian powder 880 mg
Ginger powder 176 mg
Vitamin B1 580 mg
Nicotinamide 660 mg
Live yeast 800 mg
Dextrose 2000 mg

Categories: Boluses/ Tablets, Veterinary Products

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Active Ingredients. Mg/bolus 16 grams
Methionine 160 mg
Cobalt sulphate 3.52 mg
Copper sulphate 1.76 mg
Sodium phosphate
(Dibasic dihydrate) 400 mg
Sodium Bi-carbonate 2640 mg
Magnesium trisilicate 4000 mg
Gentian powder 880 mg
Ginger powder 176 mg
Vitamin B1 580 mg
Nicotinamide 660 mg
Live yeast 800 mg
Dextrose 2000 ml

Categories: Oral Liquids, Veterinary Products

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PRODUTS ARE IN:-

1).Human prouduct-

2). Veterinary products-

43
 START-UPS
The term Start-up is mentioned more and more but is often quite
unclear, as scholars have various interpretations for the term. With
firms spanning from local small-scale enterprises to major tech firms
now identifying themselves as start-ups, the term has evolved over
time. A start-up has various definitions. It can be defined as an
entrepreneurial business established by one or more founders to
produce and sell an innovative product or service. Start-up is a
venture that has been in the industry for less than 10 years.

There are few attributes of the start-ups. The first and most mentioned
attribute is the "newness," the firm in the early stages of growth. The
"smallness" of such businesses is a second feature. The third feature is
environmental volatility, which is expressed in the instability of
buyers and profits. Hence the start-up can be defined as fresh and
small business, founded to market innovative products through
limited capital.

As Start-ups are recently established companies, they need to work

strategically when marketing their brands. They ought to use their
limited capital, using creative and unorthodox approaches to achieve
momentum Start-ups must emphasize the economic aspects of
marketing, such as social media marketing, email, word-of - mouth
(WOM), etc. Therefore, they must concentrate on 4Is: information,
identification,innovation and interaction instead of 4 Ps (product,
44
price, place, promotion) or 7 Ps (product, price, place, promotion,
process, people and physical evidence) of traditional marketing.

45
 WHAT IS MARKETING
While it may seem un-necessary to start out discussing basic
marketing it is important to establish a common point of reference in
regards to marketing issues within a modern framework. Marketing is
a term that is used in various contexts and a baseline understanding is
essential. The term marketing is used to describe activities that create
value through voluntary exchange between parties.

In marketing, three concepts have a close connection. They include:

market, product and marketer.

► Market: A market is an arrangement between a seller and a buyer

in which: • The seller agrees to supply the goods or the service. • The
buyer agrees to pay the price. Defined this way, the market is not
necessarily a geographical location. Products and services are
purchased over the phone, through mail and electronic mail, as well as
online through the internet.
The market share for a company or a product is the value of the total
sales for that product or the company divided by the total sales in the
market. It represents the proportion of the total market sales claimed
by the product or the company.

► Product: People satisfy their needs and wants with products. A

product is any offering that can satisfy a need or want, such as one of
46
the 10 basic offerings of goods, services, experiences, events, persons,
places, properties, organizations, information, and ideas.

► Marketer: A person whose duties include the identification of the

goods and services desired by a set of consumers, as well as the
marketing of those goods and services on behalf of a company.
Marketers are skilled in stimulating demand for their products.
However, this is too limited a view of the tasks that marketers
perform. Just as production and logistics professionals are responsible
for supply management, marketers are responsible for demand
management. They may have to manage negative demand (avoidance
of a product), no demand (lack of awareness or interest in a product),
latent demand (a strong need that cannot be satisfied by existing
products), declining demand (lower demand), irregular demand
(demand varying by season, day, or hour), full demand (a satisfying
level of demand), overfull demand (more demand than can be
handled), or unwholesome demand (demand for unhealthy or
dangerous products). To meet the organization’s objectives,
marketing managers seek to influence the level, timing, and
composition of these various demand states. According to definitions
marketing management is seen as a social and managerial process by
which individuals and groups obtain what they need and want through
creating, offering, and exchanging products of value with others.

47
NEED OF MARKETING PERSONNEL IN
START-UP
“How do we think about the things that we're going to build, not just
from a technical standpoint, but also at that intersection of how we're
going to sell it”
There is a convergence happening between product, marketing, and
activation (getting users to do the thing you want them to do). But
they are also distinct disciplines, each playing a specific role. He sees
content marketing as part of what he called an “organic toolkit” to
build awareness and acquire or activate leads. People in content
marketing have to be good at creating content.
Product marketers, on the other hand, are good at messaging,
branding.
And then you have the growth marketer who has broad experience
across the full lifecycle of the customer and is talking to the customer
and the product team. A growth marketer is an older term, but it’s still
widely used in the start-up space. These marketers seem to do
everything from content marketing to product marketing, customer
retention and more. A growth marketer work as the bridge between
marketing and product. They often run experiments to figure out how
to convert a lead to a customer or focus on improving retention.

48
Another interesting thing about the startup world is that you don’t
often see the marketing role in the first phases of a startup. companies
that tend to do well out of the gate have a marketer as a co-founder.
a large percentage of startup failures come down to not having the
marketing components in place. If you want to succeed, he said, you
have to come out of the gate with an acquisition or activation or a
revenue plan.

49
 MARKETING STRATEGY
Strategy is viewed in different ways by various authorities. The
Oxford Advance learner’s Dictionary defined a ‘strategy’ as art of
planning and directing an operation in a war or campaign or skill in
planning or managing any affair well, or a plan or policy designed for
a particular purpose. Chandler (1962) sees a strategy as “the
determination of the basic long-term goals and objectives of an
enterprise and the adoption of courses of action and the allocation of
resources necessary to carry out the goals”. To Daft (1988) strategy is
the plan of action that prescribes resource allocation and other
activities for dealing with the environment and helping the
organization attain its goals. Marketing strategy according to Kotler,
Armstrong, Saunders and Wong (1999) is the marketing logic by
which the business unit hopes to achieves its marketing objectives.
That is shown how strategies for target markets and positioning build
upon the firm’s differential advantages. It should detail the market
segments on which the company will focus. These segments
according to Kotler et al (1999) differ in their needs and wants,
responses to marketing and profitability. The company should put its
effort into those market segment it can best serve from a competitive
point of view. It should develop a marketing strategy for each targeted
segment.

50
According to Kotler, marketing strategic planning includes six
segments:
● Marketing Mission: Each business unit needs to define its specific
mission within the broader company mission. Thus, a television
studio-lighting-equipment company might define its mission as “The
Arabian Journal of Business and Management Review (OMAN
Chapter) Vol. 2, No.6, Jan. 2013 145 company aims to target major
television studios and become their vendor of choice for lighting
technologies that represent the most advanced and reliable studio
lighting arrangements.”
● Goal Formulation: Once the company has performed a SWOT
analysis of the internal and external environments, it can proceed to
develop specific goals for the planning period in a process called goal
formulation. Managers use the term goals to describe objectives that
are specific with respect to magnitude and time. Turning objectives
into measurable goals facilitates management planning,
implementation and control.
● Strategy Formulation: Goals indicate what a business unit wants
to achieve; strategy describes the game plan for achieving those goals.
Every business strategy consists of a marketing strategy plus a
compatible technology strategy and sourcing strategy. Although many
types of marketing strategies are available, Michael Porter has
condensed them into three generic types that provide a good starting

51
point for strategic thinking: overall cost leadership, differentiation, or
focus.
● Program Formulation: Once the business unit has developed its
principal strategies, it must work out detailed supporting programs.
Thus, if the business has decided to attain technological leadership, it
must plan programs to strengthen its R&D department, gather
technological intelligence, develop leading-edge products, train the
technical sales force, and develop ads to communicate its
technological leadership.
● Implementation: A clear strategy and well-thought-out supporting
programs may be useless if the firm fails to implement them carefully.
Indeed, strategy is only one of seven elements, according to
McKinsey & Company, that the best-managed companies exhibit.15
In the McKinsey 7-S framework for business success, strategy,
structure, and systems are considered the “hardware” of success, and
style (how employees think and behave), skills (to carry out the
strategy), staff (able people who are properly trained and assigned),
and shared values (values that guide employees’ actions) are the
“software.” When these software elements are present, companies are
usually more successful at strategy implementation.16
Implementation is vital to effective management of the marketing
process, as discussed later in this chapter.
● Feedback and Control: As it implements its strategy, the firm
needs to track the results and monitor new developments in the

52
internal and external environments. Some environments are fairly
stable from year to year. Other environments evolve slowly in a fairly
predictable way. Still other environments change rapidly in significant
and unpredictable ways. Nonetheless, the company can count on one
thing: The marketplace will change. And when it does, company will
need to review and revise its implementation, programs, strategies, or
even objectives.

53
 SWOT ANALYSIS
The overall evaluation of a business’s strengths, weaknesses,
opportunities, and threats is called SWOT analysis. SWOT analysis
consists of an analysis of the external and internal environments.
● Internal Environment Analysis: It is one thing to discern
attractive opportunities and another to have the competencies to
succeed in these opportunities. Thus, each business needs to
periodically evaluate its internal strengths and weaknesses in
marketing, financial, manufacturing, and organizational
competencies. Clearly, the business does not have to correct all of its
weaknesses, nor should it gloat about all of its strengths. The big
question is whether the business should limit itself to those
opportunities in which it possesses the required strengths or consider
better opportunities to acquire or develop certain strengths.
►Strengths: Trader Jane’s can take advantage of the Traders Joe’s
name and reputation. This is a major strength in the markets where
Trader Joe’s exists. Trader Joe’s is in 21 states and expanding at a
controlled pace. This gives Trader Jane’s a geographical advantage
over any smaller local or regional competitors. Trader Jane’s, like
Trader Joe’s, is privately held with no franchises. This strength allows
for centralized upper management while still permitting local
modifications due to legal or client regional differences. Trader Jane’s
will be selling products that already exist at Trader Joe’s and these
products are perceived in the market as both high quality and priced
54
competitively. The leadership at Trader Joe’s has consistently grown
the business and expanded its market and client base.
►Weaknesses: While centralized management is strength in many
areas, there is a weakness as the company gets larger and expands
outside its initial area. As the company gets larger they will have to
build regional distribution centers and needs to plan for this eventual
capital expenditure. Also, time differences and culture can become a
factor; in the Northeast, people are more formal; in the South business
tends to move slower. Trader Jane’s is inheriting the West Coast
attitude and possibly may need to alter its marketing strategy to
account for regional variations, this is more difficult with a
centralized management team.

55
● External Environment Analysis: In general, a business unit has to
monitor key macro environment forces (demographic economic,
technological, political-legal, and social-cultural) and
microenvironment actors (customers, competitors, distributors, and
suppliers) that affect its ability to earn profits .Then, for each trend or
development, management needs to identify the associated marketing
opportunities and threats.
►Opportunities: One of the primary marketing opportunities Trader
Jane’s can capitalize on is making healthy food more readily available
and cheaper than normal health food stores. Trader Jane’s can also
take advantage of Traders Joe’s purchasing power and offer their
products at a price point that is competitive with other major fast food
restaurants. The drive thru concept is unique with very few health
oriented drive-thru restaurants in the United States. Drive thru
certainly exist, and many offer some healthy alternatives, but most of
the health-food restaurants do not offer any drive-thru service.
►Threats: As the price of gasoline gets more expensive many
consumers are cooking at home more and not getting in the car and
driving to “pick-up” something to eat. The rise in wholesale prices of
food is also a threat due to consumers having less money available for
convenience items. Although a less serious threat, additional
competition, from either a national fast food company or smaller local
businesses, could lead to dilution of the market and price wars. This is

56
probably not as big an issue because Trader Jane’s has unique
products that are not easily copied. Probably the greatest threat is a
fickle public. It is entirely possible that the market for health-foods is
not interested in drive-thru, preferring to cook at home. Trader Jane’s
is planning on an indoor dining area which should alleviate some of
the drive-thru concerns.

57
 PESTEL ANALYSIS
PESTEL analysis, which is sometimes referred to as PEST
analysis, is a concept in marketing principles. Moreover, this concept
is used as a tool by companies to track the environment they’re
operating in or are planning to launch a new project/product/service,
etc. So, let’s find out what these letters stand for first.
Its expanded form denotes P for Political, E for Economic, S for
Social, T for Technological, L for Legal, and E for Environmental. It
gives a bird’s eye view of the whole environment from many different
angles that one wants to check and keep a track of while
contemplating a certain idea/plan.
The PESTEL framework has undergone certain alterations, as gurus
of Marketing have added certain things like an E for Ethics to instill
the element of demographics while utilizing the framework while
researching the market.
All the aspects of this technique are crucial for any industry a business
might be in. More than just understanding the market, this framework
represents one of the vertebras of the backbone of strategic
management that not only defines what a company should do but also
accounts for an organization’s goals and the strategies stringed to
them.

It may be so, that the importance of each of the factors may be

different to different kinds of industries, but it is imperative to any

58
strategy a company wants to develop that they conduct the PESTEL
analysis as it forms a much more comprehensive version of the
SWOT analysis

It is very critical for one to understand the complete depth of each of

the letters of the PESTEL.

P-Political factors in PESTEL Analysis-

These factors determine the extent to which a government may
influence the economy or a certain industry. For example, a
government may impose a new tax or duty due to which entire
revenue generating structures of organizations might change. Political
factors include tax policies, Fiscal policy, trade tariffs, etc. that a
government may levy around the fiscal year and it may affect the
business environment (economic environment) to a great extent.

E-Economic factors in PESTEL Analysis-

These factors are determinants of an economy’s performance that

directly impacts a company and have resonating long term effects. For
example, a rise in the inflation rate of any economy would affect the
way companies price their products and services. Adding to that, it
would affect the purchasing power of a consumer and change
demand/supply models for that economy. Economic factors include
inflation rate, interest rates, foreign exchange rates, economic growth
patterns, etc. It also accounts for the FDI (foreign direct investment)
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depending on certain specific industries who’re undergoing this
analysis.

S-Social factors in PESTEL Analysis

These factors scrutinize the social environment of the market, and

gauge determinants like cultural trends, demographics, population
analytics, etc. An example of this can be buying trends for Western
countries like the US where there is high demand during the Holiday
season.

T-Technological factors in PESTEL Analysis

These factors pertain to innovations in technology that may affect the

operations of the industry and the market favorably or unfavorably.
This refers to automation, research and development, and the amount
of technological awareness that a market possesses.

E-Environmental factors in PESTLE Analysis

These factors include all those that influence or are determined by the
surrounding environment. This aspect of the PESTLE is crucial for
certain industries particularly for example tourism, farming,
agriculture, etc. Factors of a business environmental analysis include
but are not limited to climate, weather, geographical location, global
changes in climate, environmental offsets, etc.

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L-Legal factors in PESTEL Analysis

These factors have both external and internal sides. There are certain
laws that affect the business environment in a certain country while
there are certain policies that companies maintain for
themselves. Legal analysis considers both angles and then charts out
the strategies in light of these legislations. For example, consumer
laws, safety standards, labour laws, etc.

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 Marketing Mix(4p’s)

Marketing mix is the set of marketing tools that the firm uses to
pursue its marketing objectives in the target market. Dividing the
multitude of marketing variables or mix into four distinct categories
makes it much easier to formulate a marketing strategy. The four
categories are (1) product, (2) place, (3) price, and (4) promotion,
and are commonly called the “4ps.” Note also that the client is not
part of, but rather is the target of the marketing mix.

Figure. Parts of marketing mix

►Product: Armstrong and Kotler define product as “anything that

can be offered to a market for attention, acquisition, use, or
consumption and that might satisfy a want or need” Most definitions
are similar and it should be emphasized that a “product is not limited
to finished goods” .When creating a marketing strategy, product
development and its related aspects such as packaging, warranty, and
branding must be considered. Analyzing and understanding client
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needs is important to remember along with the specific demographics
the product aims to address. Many managers are myopic when
thinking about product development, focusing on procedures instead
of the client’s perception of the product. This myopia goes hand in
hand with the other aspects of product development; branding,
features, quality, and warranty. . Managers tend to see the tactical
aspects of the product, and a clear, client-driven product strategy
guides managers beyond this narrow tactical view.

►Place: Place includes marketing issues such as, channel type,

exposure, transportation, distribution, and location. A product needs
to be available to the client when and where the client wants it.
Marketers describe this process as the “channel.” The channel
describes “any series of firms (or individuals) that participate in the
flow of products from producer to final user or consumer”.

►Price: Marketing plans must include price considerations. The

pricing mix includes competition, cost, markups, discounts, and
geography. Even if all the other aspects of the marketing mix are
perfect, with the wrong price clients will not buy the product. The
marketing plan must include consideration on how flexible prices are,
lifecycle pricing, who gets discounts, and who pays transportation.

Marketing managers must also make sure to base price on customer

value rather than simply on cost. One way to ensure maximum price

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is by changing the customer perception of value. Jay Abraham
suggests making the service, assistance or expertise the value, not the
product itself.

►Promotion: Promotion is what most people think about when

creating a marketing plan. Promotion is only one fourth of the entire
mix and not necessarily more important than any other part. Formally
defined by Armstrong & Kotler, promotion is concerned with telling
the target market or others in the channel of distribution about the
“right” product (2004). Sales and selling are part of promotion and
can be either personal or mass selling. Personal selling is the
traditional calling on clients or potential clients and having a
conversation about the problems the product solves. Personal selling
can also involve group presentations and is not necessarily one-on-
one. Mass sales are comprised mostly of advertising and publicity.
Generally publicity and advertising accomplish the same goal, but
publicity is not paid for whereas advertising is.

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 Modern Marketing

The period the human society is going through is now reflected in

various specialized works by names that express its traits
(characteristics) in comparison with previous periods: the new
economy, the knowledge economy, etc.. In the new economy, each
science redefines its object, method, and scientific tool. Marketing is
no exception to this trend, its contents being continuously redefined
and reflected in the framework of some concepts that reported in
previous stages of marketing development are grouped in a new
concept, called modern marketing. Modern marketing traces its origin
to the primitive forms of trade. As people began to adopt the
techniques of work specialization, a need for individuals and
organizations to facilitate the process of exchange emerged. Until
about 1900, however, marketing was little more than physical
distribution. We can trace the development of modern marketing
through three stages the production era, the Product era and the era of
the sales.

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 Concepts of Modern marketing

Modern marketing includes 5 competing concepts That the recent 2

concepts are the most modern competing concepts and modern
marketing is integrated of them.

These are 5 concepts of Modern marketing:-

● Production Era: The production era, one of the oldest in business,

holds that consumers prefer products that are widely available and
inexpensive. Managers of production-oriented businesses concentrate
on achieving high production efficiency, low costs, and mass
distribution. This orientation makes sense in developing countries,
where consumers are more interested in obtaining the product than in
its features. It is also used when a company wants to expand the
market. Texas Instruments is a leading exponent of this concept. It
concentrates on building production volume and upgrading
technology in order to bring costs down, leading to lower prices and
expansion of the market. This orientation has also been a key strategy
of many Japanese companies.

● Product Era: Other businesses are guided by the product concept,

which holds that consumers Favour those products that offer the most
quality, performance, or innovative features. Managers in these
organizations focus on making superior products and improving them
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over time, assuming that buyers can appraise quality and
performance.

● Selling Era: The selling era, another common business orientation,

holds that consumers and businesses, if left alone, will ordinarily not
buy enough of the organization’s products. The organization must,
therefore, undertake an aggressive selling and promotion effort. This
concept assumes that consumers must be coaxed into buying, so the
company has a battery of selling and promotion tools to stimulate
buying.

● Marketing Era: The marketing era, based on central tenets

crystallized in the mid-1950s, challenges the three business
orientations we just discussed. 18 The marketing concept holds that
the key to achieving organizational goals consists of the company
being more effective than its competitors in creating, delivering, and
communicating customer value to its chosen target markets. Theodore
Levitt of Harvard drew a perceptive contrast between the selling and
marketing era: “Selling focuses on the needs of the seller; marketing
on the needs of the buyer. Selling is preoccupied with the seller’s
need to convert his product into cash; marketing with the idea of
satisfying the needs of the customer by means of the product and the
whole cluster of things associated with creating, delivering and finally
consuming it.” The marketing era rests on four pillars: target market,
customer needs, integrated marketing, and profitability. The selling
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era takes an inside-out perspective. It starts with the factory, focuses
on existing products, and calls for heavy selling and promoting to
produce profitable sales. The marketing era takes an outside in
perspective. It starts with a well-defined market, focuses on customer
needs, coordinates activities that affect customers, and produces
profits by satisfying customers.

Figure. Four piller of marketing era

►Target Market: Companies do best when they choose their target

market(s) carefully and prepare tailored marketing programs. For
example, when cosmetics giant Estee Lauder recognized the increased
buying power of minority groups, its prescriptive subsidiary launched
an “All Skins” line offering 115 foundation shades for different skin

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tones. Prescriptive credits All Skins for a 45 percent sales increase
since this product line was launched.

►Customer Needs: A company can carefully define its target

market yet fail to correctly understand the customers’ needs. Clearly,
understanding customer needs and wants is not always simple. Some
customers have needs of which they are not fully conscious; some
cannot articulate these needs or use words that require some
interpretation.

We can distinguish among five types of needs:

(1) stated needs, (2) real needs, (3) unstated needs, (4) delight needs,
and (5) secret needs.

►Integrated Marketing: When all of the company’s departments

work together to serve the customers’ interests, the result is integrated
marketing. Integrated marketing takes place on two levels. First, the
various marketing functions sales force, advertising, customer service,
product management, marketing research must work together. All of
these functions must be coordinated from the customer’s point of
view. Second, marketing must be embraced by the other departments.
“Marketing is far too important to be left only to the marketing
department” Marketing is not a department so much as a
companywide orientation.

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► Profitability: The ultimate purpose of the marketing concept is to
help organizations achieve their objectives. In the case of private
firms, the major objective is profit; in the case of non-profit and
public organizations, it is surviving and attracting enough funds to
perform useful work. Private firms should aim to achieve profits as a
consequence of creating superior customer value, by satisfying
customer needs better than competitors. For example, Perdue Farms
has achieved above-average margins marketing chicken a commodity
if there ever was one! The company has always aimed to control
breeding and other factors in order to produce tender-tasting chickens
for which discriminating customers will pay more.

● Societal Marketing Era: Some have questioned whether the

marketing concept is an appropriate philosophy in an age of
environmental deterioration, resource shortages, explosive population
growth, world hunger and poverty, and neglected social services. Are
companies that successfully satisfy consumer wants necessarily acting
in the best, long-run interests of consumers and society? The
marketing concept sidesteps the potential conflicts among consumer
wants, consumer interests, and long-run societal welfare. Yet some
firms and industries are criticized for satisfying consumer wants at
society’s expense. Such situations call for a new term that enlarges the
marketing concept. We propose calling it the societal marketing
concept, which holds that the organization’s task is to determine the
needs, wants, and interests of target markets and to deliver the desired
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satisfactions more effectively and efficiently than competitors in a
way that preserves or enhances the consumer’s and the society’s well-
being.

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Social Responsibility in Modern Marketing

Most marketing organizations do not intentionally work in isolation

from the rest of society. Instead, they find that greater opportunity
exists if the organization is visibly accessible and involved with the
public. Because marketing often operates as the “public face” of an
organization, when issues arise between the public and the
organization marketing is often at the centre. In recent years the
number and variety of issues raised by the public has increased. One
reason for the increase is the growing perception that marketing
organizations are not just sellers of product but also have an inherent
responsibility to be more socially responsible, including being more
responsible for its actions and more responsive in addressing social
concerns. Being socially responsible means an organization shows
concern for the people and environment in which it transacts business.
It also means that these values are communicated and enforced by
everyone in the organization and, in some cases, with business
partners, such as those who sell products to the company (e.g.,
supplier of raw material for product production) and those who help
the company distribute and sell to other customers (e.g., retail stores).

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 The Role of Modern Marketing

The key objective of an organization’s marketing efforts is to develop

satisfying relationships with customers that benefit both the customer
and the organization. These efforts lead marketing to serve an
important role within most organizations and within society. As was
mentioned, modern marketing is a very new concept that needs
companies and marketers pay attention to it. Until now, the roles of
modern marketing and its application Has not much attention.

Debi Kleiman the president of MITX, has enumerated 10 roles for

modern marketing. In her opinion every firm must pay attention to
them.

● Marketing ≠ Advertising:

Advertising still is important but marketing today is much more

about conversations, not shouting out messages – it’s bringing the
customer with us. Building customer love is about engagement and
relationships. Connect to an emotion, give customers a reason to
believe or care about you. Learn about your customers and how they
want to interact with you.

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 ● Participation is the 5th P of marketing:

Today we live in a world where connected consumers want to have a

say, want their voice to play a role. Participation is not about letting
go of your brand, but instead it’s a willingness to let others in. Give
customers the means to play with your brand and make it their own.

● Always be listening:

Online communities, ratings and reviews, Twitter, call centers, all

provide opportunities to learn and innovate. There are more
opportunities now than ever before for channels to listen to your
customers, you will be amazed at what people will tell you if they
think you are listening.

● Talk is cheap (media):

Empower your customers to talk to their friends about your products,

their influence is far greater. Provide ways for them to spread the
word, enlist in your cause, share what they learned.

● Me-Commerce is better than E-Commerce:

Create digital experiences and interactions on a mass scale make

them feel like they are 1:1. Digital technology has enabled this –
personalized discovery, product customization and stellar customer

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care. There are a few great young companies in Boston, Blank Label
and Costume Made that are working on this.

● Think mobile first :

According to the Pew Internet Project, 88% of adults carry a mobile

phone, 50% of which are smart phones; 19% have tablets. Mobile
devices account for 30% of email opens. Thinking mobile first means
understanding how the consumer is experiencing your brand on the
go, when it’s convenient for them. The rise of mobile should
encourage you to rethink the role of Location. Even better, reinvent
your offering to make location matter–how can it change the game?

● Content is king :

Be relevant, meaningful and helpful and people will come to you.

What are you expert in? What do you know about better than anyone
else? Share all the facets of this. Think about how your product fits
into people’s lives – business, personal whatever - and build a content
strategy around it.

● Every employee is a brand manager :

Marketing, capital M means that your customer service department,

your innovation or R&D group, your retail clerks – anyone that has a
touch point with the customer all know and understand how to

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communicate what your product means, what the brand stands for and
can bring it to life in their work every day. This isn’t a new idea. But
what is new is the way that customers and employees can interact and
be very connected because of social media and the internet.

● two parts here: Use technology to simplify and measure

everything :

Can technology help me do this better? Think about user experience

through the entire purchase path and how technology can make it
better, help us learn what our customers want and give it to them.
Technology can also help track how we are doing. There are so many
options and channels, links and levers – you need to be sure you know
what is working well and what is not.

● don’t be a lemming:

It can be so tempting to try each bright shiny object that comes along
that’s the darling of the moment. Do not do this. Ask yourself how
this would fit your customer and if the answer isn't obvious right
away, it’s probably a bad fit. For most products, you can’t and
shouldn’t be everywhere online.

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 Characteristics of Modern Marketers

Two days, that modern marketing is created for responding

Companies needs, it is important that the marketer become modern
too. In this way, the person can coordinate himself for herself with
modern marketing. Paul Christ has enumerated five characteristics for
modern marketers. They include:

● Basic Business Skills

Marketers are first and foremost business people who must perform
necessary tasks required of all successful business people. These basic
skills include problem analysis and decision-making, oral and written
communication, basic quantitative skills, and working well with
others.

● Understanding Marketing’s Impact

Marketers must know how their decisions will impact other areas of
the Company and others business partners. They must realize that
marketing decisions are not made in isolation and that decisions made
by the marketing team could lead to problems for others. For
example, making a decision to run a special sale that significantly
lowers the price of a product could present supply problems if the
production area is not informed well in advance of the sale.

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 ● Technology Savvy

Today’s marketers must have a strong understanding of technology on

two fronts. First, marketers must be skilled in using technology as part
of their everyday activities. Second marketers must understand
emerging technology and applications in order to spot potential
business opportunities as well as potential threats. For instance, the
rapid growth of search engines requires marketers to firmly
understand how these fit within an overall marketing strategy.

● Need for a Global Perspective

Thanks in large part to the Internet; nearly any company can conduct
business on a global scale. Yet, just having a website that is accessible
to hundreds of millions of people worldwide does not guarantee
success. Marketers selling internationally must understand the
nuances of international trade and cultural differences that exist
between markets.

● Information Seeker

The field of marketing is dynamic. Changes occur continually and

often quickly. Marketers must maintain close contact with these
changes through a steady diet of information.

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 Implementation of the Modern Marketing

• Adoption of customer orientation:

In essence, the consumers’ needs lead the direction of how a business

operates. Through market research and monitoring consumer behavior
online, a business can stay on top of trends in the market and the ever-
changing tastes of consumers.

• Formulation of goals:

Creating goals to guide where operations need to be in terms of

meeting consumer needs should be a top priority for a business
looking to make or increase profits. This also means that businesses
as a whole have to work as one unit, even with various departments
with different functions, to meet those goals.

• Integration of business operations:

After establishing what the goals are, a business must follow through
in streamlining various business departments or operations in order to
collaborate and meet those goals. Each department and employees
working in them should understand the main goal, which is consumer
satisfaction.

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 Advantage of Modern marketing

1.Increased employment opportunities

As a business grows, thanks to acquiring customers based on

professional services satisfying their needs, they will need to hire
more employees to accommodate expanding operations.

2.Awareness and acknowledge of consumer and social well-being

When consumers are doing well then that leads to society as a whole
doing well. A business can make sure that this is happening by
prioritizing needs outside of what services it can offer to its
consumers by improving production and operations.

3.Focus on the scientific frame of thought

In order for a business to strategically find a way to be beneficial to

society as a whole, it must be based, not only on market research but
on scientific research as well.

4.Increased quality of production

Knowing what the consumer needs can allow for a business to mold
their products in the production process to meet expectations, thus
increasing the quality of what they have to offer.

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5.The reason for business operations

What is the point of running a business and offering products and

services, if said business does not even know what people want or
need?

6.Creates an environment for healthy competition

Different people want/need different things. This allows for multiple

businesses (no matter the size) to thrive in the same marketing by
catering to those various needs.

7.Increasing consumer status

The more a consumer is happy with a business’ products/services, the

more they will buy. New consumers become and the more they buy,
they eventually become a business’ targeted and loyal demographic.

8.Streamlining business and societal goals

The collaborative effort in a business attempting to align their goals

with societal wants leads to more satisfaction across the board.

9.Marketing career

Creating effective marketing strategies based on consumer wants is a

sure way to lead a long and successful career in the marketing field.
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10.A balancing force in society

Good business makes people happy. When more people are happy,
the better society becomes.

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 Modern Marketing Challenges

The future isn’t ahead of us. It has already happened, says marketing
teacher Kotler. And this future which we are seeing today has brought
with it many opportunities as well as challenges. While on the one
hand globalization and liberalization have brought down geographical
barriers, technological advancement has made the world a smaller
place. This has opened up immense business opportunities in the
shape of the entire globe being one huge market, it has also posed
threats to existing market share with the entry of foreign giants in the
domestic markets. This change in the marketing environment
necessitates a re-look at the entire marketing function and strategy.
The four pillars of marketing strategy have, been product, price,
promotion and place. However, they have acquired newer dimensions
in changing times.

On the other hand, we can say, modern marketing challenges are the
same old challenges of the marketing. So we have to manage
marketing mix correctly. It means that our products must be related
with costumers needs and they should have suitable price and also, we
must deliver them in the right time and right place. We must care
about selling them and their facilities. In modern marketing we have
to pay attention to these four pillars and try to do each of them in the
best way.

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 FINDINGS AND SUGGESTIONS

Marketing your start-up is crucial if you want to succeed. There are

many ways of marketing a new business, but most of them require a
large budget. However, this doesn’t imply that you cannot promote
your start-up if you have a limited budget. In fact, the lack of
sufficient funds is the best motivation for creativity and innovation.
Therefore, with a little creativity and determination, you can still
conduct effective marketing campaigns. Below are some alternative
marketing strategies that can help you.

1. Engage With Your Customers Rather Than Just Selling

It’s easy for an entrepreneur to get into the trap of just wanting to
push products and make huge sales. Though it’s not bad to prioritize
making sales over other things, sometimes you need to engage with
people to help them know more about your company and your
products. Social media is one of the best and easiest ways to engage
with your target audience. It presents an opportunity for indirect
marketing which is very effective.

Share or retweet posts, comment, get involved in conversations and

backlink your opinions to your product. Customers will notice you
and, eventually, they will begin to trust your brand. However, you
should be very careful about what you post. People probably will not
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read your posts or follow you if you are always bragging about your
products and posting promotional ads. You need to post interesting
articles and things that catch people’s attention. Also, check for sites
that are appropriate for your business and focus on them.

2. Create a Niche and Build Credibility

You do not require a huge budget to create a niche for your business
or to make it credible. All you need is to find opportunities to increase
awareness for your business and let your potential customers get a
look on the inside. Some good opportunities include blogs, podcasts,
webinars and YouTube videos. For instance, it does not cost you
anything to start a YouTube channel and promote your products. All
you need is a smart branding strategy and creativity. Videos reach
more audience, take less time to create, and are easy to understand.
Therefore, you may upload videos to give your target audience an
insight of your upcoming products.

However, make sure that the content is well-written and interesting.

Sharing ideas and information at an expo, incubator, a niche event, or
business convention can also help you reach a large audience. To gain
credibility, you can prove your abilities to potential customers by
networking and sharing your expertise. Entrepreneurs, journalists, and
prominent figures can also help you popularize your business.

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3. Know and Share Your “Why”

It is very important to understand what your “why” is, since it tells

your reasons for starting the business. People will always want to
know why and how you started your business. Telling them that you
were born an entrepreneur or it just happened is boring and does not
catch their attention.

You need to have a good, unique story about why and how your
business came into existence. The story should differentiate you and
your company from other businesses and will prompt people to ask
questions and want to know more about you and your business. Tell
them how the idea came about, how you started and why you decided
to pursue it.

When you share this kind of information with your audience, as well
as on your marketing material, your story will resonate with people
and become more memorable. Also, your story may be an inspiration
to others, and they will start to follow you. You may also share this
story of your startup journey on your blog, YouTube channel and any
other social media platforms you have.

4. Co-sponsor and Attend Events in Your Niche

From time to time, industries host special events. Such events present
you with an excellent opportunity to market your company. Often,
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face to face marketing is more effective than emails or the social
media. The opportunities to network and meet new people to connect
are worth the price of sponsorship. Therefore, the next time you hear
about an event in your industry, consider seeing if there’s a chance to
co-sponsor the event or present during the event. If you get the
opportunity, seize it and take full advantage of it by ensuring that the
audience learns about your company by the time the event ends.

5. Make your Content Easy to Discover

In today’s modern society, it’s crucial to have an online presence

through social media, a website, or a blog. However, putting content
online does not guarantee that your target customers will see the
content. Therefore, to have a good online presence, you need to make
it easy for people to discover your content.

One of the best ways to make your content discoverable is through

keywords. Use keywords that are relevant to your market niche when
you publish your posts as this will improve your search engine
rankings on Google. The keywords can also help you boost your
audience on social media. You may also use automation tools to find
people within your niche and connect with them.

The second way to make your content discoverable is employing SEO

techniques. Learn how to improve your SEO ranking using various
techniques, and your website or blog will get more visitors. Some
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techniques that can help you include using unique phrases for your
pages or blog titles, posting original content, and getting rid of
unnecessary plug-ins to improve the load speed of your website.

6. Giveaways and Samples

When introducing a new business, it can be hard to reach your target
audience and engage them. However, no one can say no to free things.
Therefore, giving away some of your products can be a good way to
engage as the recipients will talk and spread the word about the
product. The giveaways also bring unbiased product reviews, and you
can get to know genuine pros and cons of your product. Reach out to
different people and give them samples of your products without
charging them but also ask them to share on their social media
platforms and write genuine reviews.

It’s also good to thank and reward your reviewers with little things
that make them happy. It could be a small goodie bag or a discount
coupon for your product. Such a gesture will make them feel good
about your company and your product and will prompt them to
market the product through word of mouth.

You can also discover different new companies which are not
immediate competitors and propose a share and share alike. The idea
is to share some of their product, and they share yours. You can find

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many startups, and if they like the idea, you will increase your reach
without any cost.

7. Use Great E-coupons

According to research, most people find it hard to resist a great

coupon. In fact, the research suggests that four out of five buyers use
coupons frequently both online and in-store. Additionally, a
significant number of customers remain loyal to a particular firm due
to the availability of coupons. The good thing is, you don’t require a
large amount of money to create great e-coupons.

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 Conclusion
As it is mentioned, modern marketing is a new concept that
represents the needs and values of costumers and society, not just
corporate and benefits. Companies seek their advantages and they do
not care about basic principle that what kind of goals and values
individuals and society have. Therefore, companies should be familiar
with this modern and strategic principle, and we must draw their
attention to the aims and interests of the people and not just
company’s. It is possible by expansion of modern marketing concept
and encouraging companies to replace it rather than the traditional
way.

We have all heard the saying, “The customer is always right.” With
learning about modern marketing concepts, the saying is broken down
into philosophies and strategies that help readers to comprehend why
currently business follow that rule of thumb.

In a time of a global pandemic and national protest about police

brutality, it is not enough for a business to just sell a product. They
must also help to contribute in making the world a better place for
their consumers and society at large.

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 • Difference Between Traditional marketing and modern
marketing:

With traditional marketing, the main goal was selling a product,

making a profit, all while reducing the cost of production. This is the
mindset of traditional capitalistic values, especially during the 1950s
when the ability to mass-produce was the determining factor of which
business would be on top. With modern marketing, the consumers’
needs are the priority and business operations revolve around that.

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QUESTIONNAIRE AND SURVEY

1.Mission and Vision The most important first step to take before marketing your business is to
know where you are going as an organization. 1. What is the mission of your business or
organization?

______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

2.What would you like to accomplish and what will your goal look like when you reach it?
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

3. Do you have a clear image and branding that pleases you?

⃞ Yes.

⃞ No.

If no, we can help you. What do you feel is wrong with your

current branding? ______________________________________

______________________________________________________

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______________________________________________________

______________________________________________________

4. Does your image and branding reflect who you are and what you

do now rather than what you have done in the past?

⃞ Yes.

⃞ No.

3. Is your branding consistent? Do all your marketing materials, such as brochures, letterhead,
business cards, ads, and website have the same look, feel, and logos?

⃞ Yes

. ⃞ No.

If no, how can we help?

__________________________________
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

3.Do all your marketing materials have your website address(es) and Social Media (like FaceBook
or LinkedIn) names on them?

⃞ Yes. ⃞ No.

If no, how can we help? __________________________________

______________________________________________________
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______________________________________________________
______________________________________________________
______________________________________________________

1. Do you have a specific marketing plan that is currently driving

your marketing efforts?

⃞ Yes.

⃞ No.

2. Do you know your Unique Selling Proposition – that which makes

you different from all your competitors?

⃞ Yes.

⃞ No

3. Do you have a story that will capture the hearts and interest of

potential clients?

⃞ Yes.

⃞ No.

4. If yes, is your story expressed in your marketing materials?

⃞ Yes.

⃞ No.

1. Who is your audience?

______________________________________________________

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______________________________________________________

______________________________________________________

2. Are you confident that you are reaching them?

⃞ Yes.

⃞ No

1. Have you set up an annual marketing budget?

⃞ Yes. Amount (general range) ________________________

⃞ No, and I would like help knowing how much is

appropriate and how to spend it effectively.

⃞ No, and I know one is necessary.

⃞ No, and is a marketing budget necessary for me?

2. Do you have a media kit? (Check all that apply)

⃞ Yes, printed.

⃞ Yes, online.

⃞ No, and I know that one is necessary.

⃞ No, and is a media kit necessary for me?

3. Do you have a website?

⃞ Yes, and I am happy with it.

⃞ Yes, and I am ready to move to the next level with it.

⃞ Yes, and I know it will require a major overhaul soon.

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⃞ No.

2. Is what you are doing to promote your organization:

⃞ Integrated – working together well?

⃞ Part of a larger plan?

⃞ Reinforcing your brand consistently?

⃞ Effective?

3. Are you monitoring your marketing success? How?

⃞ Number of new customers.

⃞ Number of referrals.

⃞ Number of phone calls.

⃞ Number of coupons used.

⃞ Number of email requests or responses.

⃞ Number of feedback forms submitted from website(s).

⃞ Sales dollars.

⃞ Volume of comments on social media. (see page 16)

⃞ Other __________________________________________

1. What is the purpose of your web presence?

With a clear vision of your purpose, it is easier to stay on target with

your message and have proper organization of the site.

(Check all that apply)

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⃞ Building community

⃞ Customer service

⃞ Entertainment

⃞ Information

⃞ Product sales

⃞ Providing services

⃞ Teaching or training

⃞ Vendor services

⃞ Other __________________________________________

2. Is the audience for your website the same as for your other types

of audiences or are you aiming for a different demographic – or

different demographics on different sites?

______________________________________________________

______________________________________________________

______________________________________________________

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 BIBLIOGRAPHY AND REFERENCE

BOOKS AND ARTICLES:-

1-Abraham, J. (2005). How to think like a marketing genius. Rolling

Hills Estates, CA: The Abraham Group, Inc

2-Armstrong, G., & Kotler, P. (2005). Marketing: An introduction

(7th ed.). Upper Saddle River, New Jersey: Pearson Prentice-Hall.

3-Chandler A.D. JR .(1962). Strategy and Structure, Cambridge,

mass: The M. I. T. Press.

4-Christ, P. (2012). KnowThis: Marketing Basics, Paperback - 6.69" x

9.61"; Digital eBook format, by KnowThis Media.

5- Kleiman,D. (2012), The President of MITX, The Massachusetts

Innovation & Technology Exchange, The Nonprofit Trade
Association Focused on Digital Marketing and Internet Business in
New England and The Creators of Future M Boston.

6-Kalpana ,A.(2000). learning and development professional and the

chief synergist of Kiai People Solutions at Delhi.

7-Kotler, P. (2003), Marketing Management 11th ED, Prentice All:

USA.

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8-Kotler, P. (1991), Marketing Management. Analysis, Planning, and
Control, 7th ed., Prentice-Hall, Englewood Cliffs, NJ

9-Kotler, P. (1999), Marketing Management 10th Edition, Millennium

Edition, Prentice Hall of India Private Limited New Delhi.

10-Kotler P & Armstrong,G & Saunders,J & Wong,V. (1999) ,

Principles of Marketing 2nd European Edition Prentice Hall Europe.

11-Kotler P.(2005).Management marketing lei, Editor Teora,

Bucuresti.

12-Kotler P, (2001), A Framework for Marketing Management, by

Prentice Hall, Inc. A Pearson Education Company Upper Saddle
River, New Jersey 07458.

SITES:-

https://kickideas.com/how-to-marketing-your-startup-on-a-tight-
budget/

https://www.entrepreneur.com/en-in/marketing/4-reasons-why-
digital-marketing-is-essential-for-startups/

https://www.techfunnel.com/martech/modern-marketing-concepts-
marketing-management/

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