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.