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HOLISTIC MARKETING
RISHABH GOEL | PRATEEK GARG | MEKHALA KARLAWAD | AVIKAL KHARE
SHREYASH KEDIA | CHARU GABA | PRATEEK MORONEY | CHANDRA PRAKASH

R&D

Purchasin
g

Manufacturing

Marketing

Logistic
s

Sales

Account
ings

Finance

It is a marketing strategy which considers the

business as a whole and not as an entity with
various different parts.

Holistic marketing concept involves interconnected marketing activities to ensure that

the customer is likely to purchase theirproduct
rather than competition.

Holistic marketing conceptincludes all

elements ofMarketing Mix (4Ps), closely
related to theMarketing Mix (4Cs)

Relationship Between 4Ps and 4Cs

Why does it matter?

Consistency
Seamlessly

links customer touch points

Efficiency

Organizational

risks can be spotted and addressed before they become real

problems

Facilitates greater communication and collaboration, you can cutdown

significantly on duplication of effort, saving company time and money

Effectiveness

By keeping everybodys focus on the big picture instead of individual or subgroup priorities, you can create powerful synergies that deeply reinforce your
brand message.

Components of Holistic Marketing

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Relationship Marketing is a facet of Customer
Relationship Management(CRM) that focuses
on customer loyalty and long term customer
engagement rather than shorter-term goals
like customer acquisition and individual sales

RELATIONSHIP MARKETING

Aim
Building

mutually satisfying long term

relationships with key parties in order to earn
and retain their businesses

Build

strong economic, technical and social

ties among the parties

Customer Lifetime Value

Losing an existing customer means losing the entire

revenue stream that customer represents not just
that single encounter or sale

Transactional Marketing is focusing all of its

marketing efforts on attracting customer for one off
sale

Relationship Marketing uses methods to develop long

term relationship with customer in order to retain and
develop a healthy relationship with their customers

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5 levels of Relationship Marketing

Basic Marketing

Reactive Marketing

Accountable Marketing

Proactive Marketing

Partnership Marketing

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Internal Marketing

Internal Marketing (IM) is an ongoing process that occurs strictly

within a company or organization whereby the functional process is to
align , motivate , and empower employees at all management level to
deliver a satisfying customer experience

Key Concepts of internal marketing include:

IM functioning as a continual internal upskilling process

Alignment of organizations purpose with employee behaviour

Motivating, reframing and empowerment of employee attitude

Inside Out management approach

Retaining a positive customer experience throughout the business

objectives

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Components of
Internal
Marketing

Staffin
g
Cultur
e

Motiv
ation
Internal
Marketi
ng

Qualit
y

Trainin
g
Award
s

Godrej
Consumer

SAP LABS

American
Express

Marriot
Hotels

Google India

RMSI

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Pioneers in Internal Marketing

INTEGRATED MARKETING

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The marketer task is to device marketing activities

and assemble fully integrated marketing programs to
create, communicate and deliver value for
customers.

Integrated marketing includes advertising,public

relations,direct marketing, online communications
andsocial media marketingwork in sync with one
another to ensure the customers and business
partners have the same experience with and
perception of the company.

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Performance marketing is a comprehensive
term that refers to online marketing and
advertising programs in which advertisers
and marketing companies are paid when a
specific action is completed; such a sale, lead
or click

PERFORMANCE MARKETING

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IIM RAIPUR | PGP 2016-18

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