HOLISTIC MARKETING

Holistic Marketing can be defined as a marketing strategy that is developed by thinking about the business as a whole, its place in the broader economy and society, and in the lives of its customers. It attempts to develop and maintain multiple perspectives on the company’s commercial activities. . Holistic marketing recognizes that ‘everything matters’ with marketing and that a broad, integrated perspective is necessary to attain the best solution.

There are 4 main components to holistic marketing.

·         Relationship marketing emphasizes customer retention and satisfaction rather than a dominant focus on sales transactions.

·         Internal marketing is a process that occurs within a company or organization whereby the functional process aligns, motivates, and empowers employees at all management levels to deliver a satisfying customer experience.

·         Integrated marketing is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message.

·         Socially responsible marketing is a marketing philosophy that states a company should take into consideration what is in the best interest of society in the present and long term.

Holistic Marketing Perspective of Frooti

Internal Marketing:

·         Alignment of organizations purpose with employee behaviour.

·         Motivation, empowering and reframing of employees attitude.

·         Inside – out management approach

·         Constant training programs for the benefit of employees.

Relationship Marketing

·         Constant offers like the ‘ 5 ka 2’ offer wherein they sold 2 65ml tetra packs at Rs 5 or at Rs 2.5 each.

·         The pullback strip concept

·         .The use of mangoticons to strike a bond with their target audience

Integrated Marketing

·         The juicy mango project wherein they got common people involved in their campaign.

·         Initially the ‘ Why Grow Up’ campaign featuring Shah Rukh Khan went up on TV commercials. This was followed with OOH activities like painting of buses, use of billboards and hoarding, wall paintings having the same theme supporting the campaign. Then we had promotions like ‘Have a Frooti with Shah Rukh’. Thus all their efforts were directed in one direction.

Societal Marketing

·         Use of fresh ingredients every time.

·         Suitable disposal of waste to ensure minimal pollution.

·         Social Responsibility Projects taken up time to time.