Mega Marketing: - Public Relations - The Businesses Needs To Be Acquainted To The

Mega Marketing
The term Mega marketing was termed by Philip Kotler. Mega

marketing refers to the marketing activities needed to manage the
elements of the firms external environment and try to control those
factors. The external environment factors may include political,
legal and technological factors. Other factors may include media ,
social groups and pressure groups as well. The company undertakes
various mega marketing strategies widely to market its products
globally to generate profit and perform better than the competitors.
Philip Kotler suggested that two more Ps are essential in a market
mix.
They are:
Public relations The businesses needs to be acquainted to the
external environment before actually entering the market. This is
how the businesses maintain the goodwill with other organizations.
These may include education, charitable causes etc. PR is done
mostly prior to entering a market. A company that wants to
familiarize itself with the new market environment as well as make
itself noticed conducts PR events and partakes in PR activities. PR
activities are generally spread with the help of local media to make
the company more visible to the local residents.
Power- According to Philip Kotler, power refers to the ability to
make things happen or prevent any action. The power talked about
here is the power of persuasion, to influence the other parties that
may be directly or indirectly involved in your business. This talks
about the relationship with third parties like government, and the
power of persuasion with them. For example, for a new entrant, it
would be of benefit to be well connected with important people
from the government to be able to make its way through the entry
barriers posed in the new market.
The seven steps of Mega Marketing are:
Research the market by analysing the external and the internal
environment
Set a marketing plan
Have a marketing goal
Competitor analysis and determining which model works well
Understanding the demands of the customers and accordingly set
the plan
Set the target customers
Focus on the people who can buy the product
As compared to marketing, mega marketing includes controlling the

external factors of the environment and thereby expand operations
in the external market. The consumer base expands as a result of
mega marketing. The marketing tools needed involves the additional
use of public relations and power. The decision making process is
long for mega marketing. Also, compared to marketing the time
frame and the investment is much higher.
Sometimes the companies implementing mega-marketing may also

run the risk of being viewed in the negative light as it expands in the
external market and tries to change the industry structure by super
imposing itself on the type of industries prevalent in the current
market.
Hence, this concludes the definition of Mega Marketing along with

its overview.
Definition: Mega Cap
Just like Large Cap, Mid Cap and Small Cap companies, the Mega
Cap companies are those companies that have a market
capitalization of more than $100 billion. Companies like Wells
Fargo, ExxonMobil, HSBC, Chevron etc. are some of the worlds
best Mega Cap companies having very large market capitalization
compared to other companies.
The Mega Cap companies are usually referred to as Too Big to
Fail because their bankruptcy may lead to failure of many smaller
MNCs due to loan holdings thus leading to their bankruptcy and
another recession like situation which happened due to the Lehman
Brothers. The Mega Cap companies are usually the financial biggies
like J P Morgan Chase, Berkshire Hathaway and also the oil and gas
corporations like Exxon and China Petroleum Corporation.
Direct Marketing
As the name suggests, Direct marketing means reaching out
directly to the customers and potential customers. This can be
done through a personal basis or a mass-media basis. The core
philosophy of direct marketing is using aggressive tactics to reach
customers. Usually these communications are unsolicited and
therefore considered to be annoying and invasive by consumers.
It is basically of three types:
Telemarketing: It includes calling people at home or work for
commercial purposes.
Email Direct Marketing: In this a target consumer is reached through
his/her email account.
Direct Mail Marketing: This approach calls for sending material
directly to home and business addresses
Some more types of direct marketing tools will be cleared by the
following diagram.
Direct Marketing Diagram
Direct Mail Marketing

Direct mail marketing is one of the types of
Direct marketing. This approach calls for
sending marketing materials, brochures,
prospectus etc directly to home and business
addresses of customers via mail or post.
he whole concept behind direct mail marketing is quite simple.
Many of the factors are taken into account before rolling out such
materials like age, income, location, profession, buying pattern, etc.
Some of the things that are sent uder direct mail marketing are
Advertising circulars
Catalogs
Free-trial CDs
Pre-approved credit card applications
Other unsolicited merchandising items
In this context, it is very important to understand and zero-down

your target mailing list.

Mega Marketing: - Public Relations - The Businesses Needs To Be Acquainted To The

Uploaded by

Copyright:

Available Formats

Mega Marketing: - Public Relations - The Businesses Needs To Be Acquainted To The

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Mega Marketing: - Public Relations - The Businesses Needs To Be Acquainted To The

Uploaded by

Copyright:

Available Formats

Mega Marketing

The term Mega marketing was termed by Philip Kotler. Mega

As compared to marketing, mega marketing includes controlling the

Sometimes the companies implementing mega-marketing may also

Hence, this concludes the definition of Mega Marketing along with

Direct Marketing Diagram

Direct Mail Marketing

In this context, it is very important to understand and zero-down

You might also like