Market is good, If Marketing is good.

Market is good, If Marketing is good.

Proverb No.1

'There Is Recession within the Market.'


Proverb No.2

'There's No Money within the Market.'


Proverb No.3

'Market Kharaab Hai.'


These are a number of the foremost common dialogues we've been hearing, which are on the cusp of becoming 'Proverbs.' And if not kept under check, they could even penetrate the foremost vulnerable textbook books.


My answer to all or any '3 Proverbs'.


'Recession Is within the Mind. Not within the Market'.


'Money isn't within the Market. it's within the Pocket'.


'Market Kharaab Nahin. Marketing Kharaab Hai'.


For an Economist, recession is that the situation wherein people recall his existence. No offence to highly qualified yet unrecognised and barely qualified but thrust on us as economics pundits.


For a Businessman, recession is absence of sale and collection. For them, the whole economic situation is summarised within the above '3 Proverbs.'


For Students, ranging from highschool to Post Graduates, recession may be a subject consisting of complex definitions, intricate diagrams, endless tables and volumes of text that they could never use again in their life.


For me, a Marketeer, recession may be a situation, resulting from the reluctance of customer, who has decided to not spend his money now AND Marketing is an 'ART' of convincing such reluctant customer, to spend his money now.


If 'Recession' is that the malady, 'Marketing' is that the panacea.


And therefore, 'Market is sweet , If Marketing Is Good'.


A good marketeer thrives in worst market conditions. an honest marketeer never misses his specialise in reluctant customer's mind and pocket. His only aim is to re-ignite the eagerness for his product within the heart of customer and to try to to so, he keeps on re-inventing himself. Therefore, the very nature of selling is fluid and dynamic.


Marketing is like Belly Dance. Basic structure remains still and firm while the body parts move consistent with the music.

Fundamentals of selling remain same. However, the components of selling will keep adapting to the changes within the preferences of customer.


This brings us to the famous 5 Ps of selling . Product, Price, Promotion, Place, and other people .


Most Marketing manuals explain these 5 Ps in a perfect market situation. The text book on marketing management is as glamorous as a star ahead of camera but reality could be completely different.


Now allow us to face the truth .


We are within the midst of these '3 Proverbs'. there is no customer in view for miles. Therefore, obviously, no money within the cash box. and that we all know that ONLY & ONLY a CUSTOMER can usher in the cash . And ONLY & ONLY GOOD MARKETING can bring back the customer even on 'Bad Days'.


As I said earlier, the basics of selling remain same. However, re-visiting the 5 Ps of selling is important to re-ignite the eagerness within the heart of the customer.


PRODUCT:
Just like a girl who uses every trick to draw in a handsome man or the other way around , a product too uses all the tricks to catch the eye of the 'acting too pricey' customer. the essential specifications of the merchandise don't change. The difference is same as that of appearance of a boy or girl on a 'normal day' and on a 'date day'. Passion re-ignited. Couldn't have made it simpler.


PRICE:
Good days, good price. Bad days, great price. But bad 'pricing' can move for 'worse days'. To re-ignite the eagerness within the hearts of the 'acting too pricey' customer, the worth should be sort of a mini skirt. Long enough to hide the prices and short enough to arouse customer's interest. Sorry if I sound naughty.


PROMOTION:
Many marketeers create commotion rather than promotion during bad days. and lots of marketeers go silent as if they're mourning. Bad days involve smart promotions. Marketing books don't tell you about area bombing , Cluster Bombing, strike , Bouquet Marketing etc. Well, wooing an 'acting too pricey' lady, needs tons of creativity. Scratch your brain. better of luck.


PLACE:
Who would want to require his lady love on a date to a stinky place? Spruce up. Deck up. Clean up. Let the fragrance reach the doors of 'acting too pricey' customer.


PEOPLE:
I must tell you, regardless of how well you re-visit the opposite 4 Ps, employees can bring everything to a naught. An ill-trained, demotivated and unsettled workforce is that the biggest liability after all sheet. and that they can prolong 'Market Kharaab Hai' days.


In 1989, I saw a signboard in Johnson & Johnson which read, 'Employees Are our greatest Available Resources'. Mind you, during bad days, from 'Watchman' to 'Chairman', most are a 'Salesman'.


Same 5 Ps but differently treated.


No definitions. No diagrams. No tables. No formulas. Simply 'Good Marketing' and three Proverbs will end up to be 3 Myths.