As the name suggests, holistic marketing helps keeping the
business consistent across all the piers (people, processes and products) of
marketing strategy and make sure the business runs its course properly.
Marketing strategies have been unfolding over time and today there are a
plethora channels which are being used to target the audience, hence in order
to avoid conflict it is important to have sync/ harmony between the channels or
the content itself. Holistic marketing helps the marketer to enable all
perspectives. For a successful marketing, internal marketing, integrated
performance marketing, effective relationship marketing and personal marketing
is required. Everything ranging from goal setting to decision making to
implementation of the goals through communication, distribution, innovation and
management, needs to be in equilibrium. After all, there has to be a rationale
for everything when it comes to marketing.
Parachute: Holistic Marketing
Management: A
holistic management has to be pro-active in his approach, which effectively
communicates and is prompt in replying to any threat or changes. Marico’s
management is such that has helped it to withhold the title of a market leader
in coconut oil over the years. The management of Marico is driven by a vision
of not only working with goal orientation in mind, but also working with
devotion and trickle down the same zeal across all the management levels.
Products: The health
of skin, nails and hair denotes the health of people, is what is believed in
India. Going by this idea, Parachute has introduced many brand variants
where each deals with a new value-add. Parachute has tried its best to always
maintain a holistic approach towards their hair care products.
Communication:
Parachute has expanded its consumer base across different regions, penetrating
equally in urban and rural areas. Needless to say that Parachute has modified
its communication with audience over the past years. Over time, more
connotations got added to it, with central theme remaining quality and purity.
In late years, Parachute has also commenced with digital marketing which has
seen diversification in content and distribution channels both over years.
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