SERGIO ZYMAN

AUTHOR OF “THE END OF MARKETING AS WE KNOW IT”

SOME HIGHLIGHTS
Zyman says the main job of marketing is:
To Sell More
To More People
More Often
For More Money
• Define customer expectation and over deliver on the expectation
• Delight customers so that keep on coming for more and more
• Make customers propagate positive word of mouth for you
• Customer preference is perishable. Customers migrate/defect due to boredom and ennui
• Marketers must recreate and reestablish customer preferences. If u do not track, customers will
disappear and so will the company eventually. Fiat, Ambassador, kinetic Honda. Nokia, Tata Oil Mills
soaps.
• Keep reinventing constantly and keep providing new reasons to buy
• Differentiate to remain on the growth curve to fight ageing and decline. Some success stories– Lux, Fair
and Lovely, Maruti, Life buoy, Bajaj, Hero Motorcycles, Samsung
• Chart the customers’ course, do not go to airport to catch a train
• Customer is the only thing worth thinking about, everything else is secondary or even tertiary.
• Ask yourself who is going to buy? Whose pocket shall we pick today?
• Everything about customer must be known to us
• We cannot afford to ignore any valuable information about he consumer
• Study of consumer behaviour , therefore, is inescapable and an absolute
imperative
• We must determine:
• What they want?
• Why they want?
• What they think?
• How they shop?
• Who do they follow?
• What is their consumption pattern?
• Who influences their behaviour?
• What are their motives?
• and so on.
CURRENT MARKETING SCENE:
• Mass marketing has lost its ability to move the masses. There are hardly any mass marketed products.
With advent of LPG in India, monopolies have gone and so has mass marketing.
• Technology has propelled consumer democracy with wide choice to the customers
• Plethora of suppliers are trying to empty customer wallets
• Rapid commoditization of products and brands is taking place. Substitutes are galore.
• Market segments are becoming smaller and smaller. Micro-segmentation and niche marketing are here
to stay.
• Price promotion although expensive is on the rise. Shot gun approach (PRICE PROMOTION) is
replacing Machine Gun approach (ADVERTISING)
• Media fragmentation is on the rise and is a big challenge to marketers.
• Sameness does not sell anymore. Differentiation is a must. Give more reasons to the customers to buy.
• Sense of urgency is a must for marketers.
• FISH WHERE THE FISH ARE: Concentrate on segments that are willing to buy.
• LOKK FOR THE S O B> Source of Business
• Do not ignore SOCIAL MEDIA. These days things are purchased well before going into the store.
SOCIAL MEDIA ARE THE BIGGEST INFLUENCERS. SOCIAL media can make or break/mar a product
or service.
Consumer behaviour studies involve:

Psychology—Study of individuals
Sociology—Study of Groups
Social Psychology—Study of how individuals operate in a group
Anthropology—Influence of society on individuals
Ethnography--Study of people and cultures
•

MOTIVATION

CONSUMER
LEARNING DECISION PERCEPTION

MAKER

PERSONALITY

ATTITUDES

CULTURAL DIFFERENCES
EXTERNAL CULTURAL INFLUENCES
FACTORS FAMILY
SOCIAL CLASS
REFERENCE GROUPS