Marketing in India was easier in the 1990s than now, reminisces S. Shajahan in ‘Strategic Marketing: Text and cases’ (www.vivagroupindia.com). That was an age when markets were more monolithic, a few companies competed, and buying tastes were much more uniform, he adds. “The producers controlled the market. With fewer producers and products, and more shared consumer tastes, mass advertising worked.”
Not so in today’s environment, because ‘other’ has become a major player in almost all markets, from fast foods to personal computers, notes the author. He finds that consumers are increasingly willing to try a new name brand; and that with most industries fragmenting rather than consolidating since the 1990s, more of everything available to the consumer.
In a section titled ‘new business philosophies,’ the book lists four types of companies, thus: those that make things happen, those that watch things happen and respond, those that watch things happen and don’t respond, and those that didn’t notice that anything had happened.
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