Dream lives on & still a dream!
Even after years of persistence to enter the world of ideas, business plans, marketing warfare...the marketing world remains elusive(lost). Why?
Blame the subprime crisis, it rocked US & EU, and had an indirect effect on the economies of the world including india. Indian financial sector has been marred in a way it will take 1-2 years at least to get back to normal. Stock Markets....you already know!!
However, people tend to say that consumer-driven sectors like retail & FMCG should be shielded from such meltdown. This isnt true. Retailers have been hit really hard this year 08-09. Consumer Spending declined given the fears of rising inflation, melting equity market & increasing interest rates! Also, the apparel exports declined like anything as lakhs of workers went without jobs and mills closed given the lost business demand from US & EU.
What else, 26/11 happened and drove away consumers from shopping malls, giving them a run for thier invested money (rentals, inventories, promotions...). Diwali season was a 'Diwala (bancruptcy) situation. SALE SALE SALE...everything was on sale...but what got sold were those banks in Us & EU...including the prestigious 'Lehman Brothers'!!
And now the latest from India itself...to add to all the worries...'Rajugate' - 'Satyam' got its balance sheets fudged & kept running in the inflated fashion for 7 years...The only problems i have with Mr Raju...is that why this time only - to clear the burden on your conscience! - To put us in burden....??? So, 53000 people might soon be in the run for a better job...er rather for a job! Raju will not be associated with 'Chacha' anymore!
Given these times...MTs are yet to get into some meaningful profiles - personally i have been through cost-cutting task forces, Rental negotiations, Warehouses, Logistics, Competition Scan, Product Cycle Project and blah blah blah....
Marketing is still elusive,....and the dream continues!! Long live Kotler!
~ Nits
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