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Topic: Holistic Marketing

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Topic: Holistic Marketing DOWNLOADABLE RESOURCES
Topic: Holistic Marketing DOWNLOADABLE RESOURCES

Purpose of this Document

Dear Student,

The sole purpose of this document is to help you in organizing your thoughts & knowledge for the upcoming CSFA -Foundation level exam and also for your placements in near future. We have discussed with many of our friends who are regularly visiting campuses across nation for hiring students from MBA colleges as to what they look in the candidate when they are hiring for sales or marketing profile and keeping in mind the finer details pointed out by them we have shortlisted various topics which an interviewer feels that the potential candidate should know thoroughly.

We have covered few important contemporary topics in brief which a student studying or is interested in marketing should know. Also we have shortlisted topics here, which will help you in coverin g your syllabus for CSFA -Foundation level as well as for your marketing interviews. These topics are in addition to the study materials, which have been earlier provided by Team Mercadeo for your learning purpose. We hope that CSFA will help you in preparing for your future ordeals in a more confident way and you make a good name for yourself in the field chosen by you.

All the best

Cheers

Team Mercadeo

a more confident way and you make a good name for yourself in the field chosen

Holistic Marketing

“Holistic marketing” is a marketing strategy that considers the business as a whole and not as several different parts. Thus “Holistic marketing” is about creating and developing integrated strategies for brands, campaigns and sales tactics that consider the entire life -cycle of a product or service, crossing departmen tal boundaries within organizations. It takes a 360 -degree view of all the elements of a business; embracing the elements of the business the customer doesn’t usually see as well all customer - facing media, (traditional, digital and social channels) to create strong, consistent and powerful multi - platform marketing narratives.

The benefit of using a holistic approach “Holistic Marketing” is the efficiency, consistency and alignment it brings to the marketing process. By working with a cross -section of internal and external stakeholders and looking at the “big picture” of how a company works, synergies are developed that reinforce the brand message; different customer touch -points are linked seamlessly; resources are directed to where they will be most e ffective; duplication of effort is reduced, and risks are spotted and addressed before they become expensive problems.

Holistic business marketing is especially fitting for small business owners because a truly holistic approach will look at the values, p assions, niche specialties, and ideals of the business owner and the employees. This multi -faceted approach ensures that the marketing strategy aligns with the products or services offered while also emphasizing the values, energy and tone of the people be hind those goods or services. The end product is a consistent and organized marketing strategy that allows the spirit of the people in the business to shine through.

Marketing traditionally focuses only on the product or service being offered and ignores the human aspect of the business and the creators of the product or service. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfies these more effectively than co mpetitors. Holistic marketing takes this a step farther and, as

of consumers and satisfies these more effectively than co mpetitors. Holistic marketing takes this a step

mentioned above, it looks at the values, passions and ideals of the people in the business to create a marketing strategy effectively whole in its focus. To be truly holistic, the marketin g approach should address all appropriate venues to get the word out about the business, while keeping the strategy aligned with the values of the people involved with the business. These venues should include all traditional marketing approaches, as well as internet marketing, social media marketing, search engine optimization for the business website, and relationship marketing.

Heineken is well known for its beer brand. The Dutch company has been in business nearly 150 years so it was doing something ri ght before making the change but it wanted to go to the next level. Heineken wanted to grow the company beyond the image of beer being associated with social partying.

To repair its image, sales and brand name, a holistic marketing approach was implement ed. Heineken took the lead from other successful companies like Apple, Nespresso and Nike. Heineken attacked its marketing with four main themes: engagement, exposure, interaction and relationships. Rather than focusing on the beer, they focused on their b rand name to market the company as a whole.

A new interaction website was born. They made new “green” changes and advertised the ways they were saving the planet. The City was created to physically give customers a place to experience the brand. They deve loped sponsorship programs with many local businesses, including a variety of athletic venues and entertainment companies.

Over 300,000 visitors came in just the first year. As word spreads, the success is expected to increase as it has over the last few years. The brand has expanded by selling brand labeled shirts, personalized beverage labels and commemorative souvenirs.

The changes and holistic marketing for Heineken were a huge success. It took just 13 months to breakeven from the expenditures of the new campaign and opening the technologically advanced store.

took just 13 months to breakeven from the expenditures of the new campaign and opening the

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Reference Link backs:

http://www.businessdictionary.com/definition/holistic- marketing.html

https://www.boundless.com/marketing/an - overview - of- marketing/the- marketing - orientation- evolution/holistic- marketing/

http://www.ask.com/question/what - is- holistic- marketing

http://www.kathrynmcmann.com/what - is- holistic- marketing

http://en.wikipedia.org/wiki/Marketing

http://www.aimitmedia.com/1564/holistic- marketing - with - 6- key - components.html

http://www.wisegeek.com/what - is- holistic- marketing.htm#didyouknowout

http://tiffanyabrown.wordpress.com/2012/10/20/heineken/

http://en.wikipedia.org/wiki/User:LisaLW/Holistic_marketing

DISCLAIMER – This content in not a copyright of Mercadeo Education we have just tried to accumulate the data from various sources and put them together for the CSFA classroom. We have placed all the references from where the content has been sourced.

and put them together for the CSFA classroom. We have placed all the references from where