HOLISTIC MARKETING

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 marketers engage in a host of carefully planned, interconnected marketing activities and satisfies an increasing broader set of constituents and objectives. They also consider a wide range of effects of their actions.

Holistic marketing include the following,

Relationship marketing:

The concept of customer service led to a new concept called relationship management. As competition increased, the organisation started to realise the importance of customer value. They realised that it’s not just always low prices, but also other aspects like delivery, image, brand associations and the relationship with the customers becomes key factors. The ultimate aim of a relationship marketing approach is for the customer to become a ‘partner’ of the organisation, by contributing to marketing decisions through a one-to-one relationship.

Internal Marketing:

Internal marketing is based on the fact that the employees are the internal customers of a company. Employee satisfaction is the utmost important for a firm to achieve its goal. Internal marketing ensures building a skilled and self-motivated workforce and that every member of the organization properly understands the company’s marketing orientation and philosophy towards the customer satisfaction. Internal marketing is also about maintaining harmony and co-ordination among various marketing functions and activities within the organization. There should not be any conflicts within the marketing department or between marketing and other departments because that would somehow negatively affect external marketing also.

Integrated Marketing:

Integrated Marketing is the tactical delivery of blended strategy to ensure that you capture all touching points with your clientele. As we are morphing into a more digital arena we are seeing an increasing trend of consumers using different forms of communication with respective brands through various platforms.

Social Marketing:

Cause-related marketing supports a cause. Different kind of organisation conduct social marketing in India that includes, government, autonomous institutions, foundations, NGOs etc. Choosing the right goal and objective of social marketing is difficult. Corporate social responsibility is one of the major part of every major player.

Bingo’s Holistic market approach:

Relationship marketing: Bingo connects to the consumers as the trendy and wacky brand (brand identity is disseminated through various advertisements and promotions). Though the brand loyalty level isn’t very high, Bingo still comes across as a brand that gives the costumers a ‘cool image’. The brand value is also created because of the legacy of its parent brand- ITC.

Internal marketing: ITC’s approach to its human resource is premised on the fundamental belief in fostering meritocracy in the organisation which promotes diversity and offers equality of opportunity to all employees.

Integrated marketing: The integrated message for bingo is that it’s a wacky and a simple brand. Bingo’s tagline ‘No confusion, Great combination’ helps in developing the integrated marketing message for the whole brand. This helps in avoiding confusions in the brand message that a consumer receive through different media

Social Marketing- Green marketing: All these green projects and initiatives undertaken by ITC have a positive impact on the environment. It goes a long way in maintaining and improving the state of the environment. The carbon positive standard helps in reducing the emission of carbon dioxide in the environment, thereby helping in avoiding air pollution. Being water positive by following the rain water harvesting path is very thoughtful. Also, the watershed development project is very helpful in solving the water woes. In a country like India, where water scarcity is a bane, projects like these come as a boon. Today we see that deforestation is on the rise, but companies like ITC are actively involved in spreading greenery over 80,000 hectares of land.