Metamorphasising the past: the Retro way
Sunitha Ratnakaram*
Venkama Raju Chakravaram**
Introduction
The marketing concept has existed now for some half-century, yet, though it has proved a remarkably tough structure, neither its supremacy nor its efficacy has remained unchallenged. There have, over the recent past, been movements that have sought to shake it from a contented sleep; principal amongst which are those this paper provisos “Innovative Marketing”, “Buzz Marketing”, “Green marketing”, “Referral Marketing”, “Viral Marketing”, “Neuro Marketing”, “Internet Marketing” and “Retro marketing”.
Innovative Marketing can be totally new to the world kind of concept in any of the marketing mix elements like product, price, place and promotion or it could be an innovative strategy all together. For example, in India all the mobile companies are following one minute pulse, and when Tata Docomo introduced the concept of one second billing in this market it is a great innovation all together. Green marketing is the marketing of products that are believed to be environmentally friendly and safe to the nature. Referral marketing is a method of Internet marketing that relies on gaining new customers by referrals, usually through word of mouth. Buzz marketing is all about making people talk about the brand and media write about the brand. This can be achieved through some very curious news about the brand. Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. Neuro marketing is a new field of marketing that studies consumers' sensor motor, cognitive, and affective response to marketing stimuli. Internet marketing, also referred to as i-marketing, web marketing, online marketing, or eMarketing, is the marketing of products or services over the Internet
Now, Retro marketing is all about using the past to sell the present. Here the marketer will try to offer the old product once again in the market place with a revamped packaging. The new Beetle, the reintroduction of the Wispa bar, new Mughal-e-Azam, Maharaja dish washer, Vanilla Coke Advertisement, Ray-Ban Aviator sunglasses and the latest Olympus E-P1 retro style digital camera are all examples of successful retro marketing. Present study would present what is what of the above said different Marketing methods and special emphasis would be laid on Retro marketing. The paper would discuss why Retro Marketing, Instances of Retro marketing at national and global level, and will close with the idea of rejuvenating ailing brands with Retro.
Key Words: Marketing, Innovative marketing, Retro Marketing, Instances of Retro Marketing, Brand rejuvenation, Retro Advertising, Nostalgia
*Associate Professor, Vishwa Vishwani Institute of Systems and Management, Secunderabad, can be reached at sunitharatnakaram@gmail.com, sunitha.faculty@gmail.com, 09866615313
**Associate Professor, Narsimha Reddy P G College, Secunderabad, can be reached at ficoconsultantraju@gmail.com, 09912103339
Sunitha Ratnakaram*
Venkama Raju Chakravaram**
Introduction
The marketing concept has existed now for some half-century, yet, though it has proved a remarkably tough structure, neither its supremacy nor its efficacy has remained unchallenged. There have, over the recent past, been movements that have sought to shake it from a contented sleep; principal amongst which are those this paper provisos “Innovative Marketing”, “Buzz Marketing”, “Green marketing”, “Referral Marketing”, “Viral Marketing”, “Neuro Marketing”, “Internet Marketing” and “Retro marketing”.
Innovative Marketing can be totally new to the world kind of concept in any of the marketing mix elements like product, price, place and promotion or it could be an innovative strategy all together. For example, in India all the mobile companies are following one minute pulse, and when Tata Docomo introduced the concept of one second billing in this market it is a great innovation all together. Green marketing is the marketing of products that are believed to be environmentally friendly and safe to the nature. Referral marketing is a method of Internet marketing that relies on gaining new customers by referrals, usually through word of mouth. Buzz marketing is all about making people talk about the brand and media write about the brand. This can be achieved through some very curious news about the brand. Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. Neuro marketing is a new field of marketing that studies consumers' sensor motor, cognitive, and affective response to marketing stimuli. Internet marketing, also referred to as i-marketing, web marketing, online marketing, or eMarketing, is the marketing of products or services over the Internet
Now, Retro marketing is all about using the past to sell the present. Here the marketer will try to offer the old product once again in the market place with a revamped packaging. The new Beetle, the reintroduction of the Wispa bar, new Mughal-e-Azam, Maharaja dish washer, Vanilla Coke Advertisement, Ray-Ban Aviator sunglasses and the latest Olympus E-P1 retro style digital camera are all examples of successful retro marketing. Present study would present what is what of the above said different Marketing methods and special emphasis would be laid on Retro marketing. The paper would discuss why Retro Marketing, Instances of Retro marketing at national and global level, and will close with the idea of rejuvenating ailing brands with Retro.
Key Words: Marketing, Innovative marketing, Retro Marketing, Instances of Retro Marketing, Brand rejuvenation, Retro Advertising, Nostalgia
*Associate Professor, Vishwa Vishwani Institute of Systems and Management, Secunderabad, can be reached at sunitharatnakaram@gmail.com, sunitha.faculty@gmail.com, 09866615313
**Associate Professor, Narsimha Reddy P G College, Secunderabad, can be reached at ficoconsultantraju@gmail.com, 09912103339
