Radical Marketing

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Radical Marketing
From Harvard to Harley, Lessons from Ten that Broke the Rules and Made it Big

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Table of Contents
Definition: Radical............................................................................................................... 3 Radical Vs. Traditional......................................................................................................... 3 Passionate Rules ................................................................................................................. 3 Radical Marketing ............................................................................................................... 4 10 commandments of radical marketing............................................................................ 4 Case Study........................................................................................................................... 8 N.B.A. .............................................................................................................................. 8 BOSTON BEER COMPANY ............................................................................................... 9 HARVARD BUSINESS SCHOOL ....................................................................................... 10 CAVINKARE.................................................................................................................... 13 BHARTI AIRTEL: First Movers ........................................................................................ 14 Baba RAMDEV............................................................................................................... 15 DELL............................................................................................................................... 16 Conclusion......................................................................................................................... 18

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Definition: Radical
 Chemically, these are the atoms, molecules, usually something which is highly reactive. o This is the reason why we call ourselves Reactive Molecules Arising from or going to a root or source. Departing markedly from the usual or customary o Radical is something which is different or usual or traditional

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Radical Vs. Traditional
Radical Marketing
Deeply skeptical of most market research Have tiny marketing departments; passionate missionaries Marketing plan based on grassroots communication

Traditional Marketing
Rely heavily on market research Professional marketing departments Marketing plans based primarily on advertising

Passionate Rules
1. Radical marketers have very strong intuitive ties with a specific target audience. (They make a visceral connection with their customers. They understand their customer very well.) 2. Radical marketers tend to focus on growth and expansion rather than profittaking. (These Radical Marketers believes in growth & expansion rather than short term profits.) 3. Radical marketers tend to be very resource-constrained and are forced to make do with marketing budgets that are far smaller than average. (They make the best of what is at hand.)

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Radical Marketing
Radical Marketing is just not innovation or traditional marketing. It is wilder and crazier.   You know how the Grateful Dead used its fanatical following to build a $100 million band despite the fact that the band split up in 1995? And how the upstart Boston Beer Company revolutionized the beer industry? It’s all through Radical Marketing. Radical Marketing focuses on big picture growth and expansion rather than on short term profits. Radical marketers make a visceral connection with customers, a long term commitment to the cause and make the best of what’s at hand.

10 commandments of radical marketing
1. The CEO owns the marketing function  For radical marketers, the chief executive officer is also de facto chief marketing officer.  Harvard business school would be a suitable example for...
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