Holistic or Sustainable Marketing

 Holistic marketing helps all the pillars of the marketing strategy standing together and most importantly keeps the business going right. Marketing strategies have been evolving over time and today various channels are used to target the diverse audience, therefore it is important that there is no conflict between the content or the channels. Marketing holistically enables marketer to consider and include all perspectives. A successful marketing requires efficient relationship marketing, internal marketing, integrated, performance marketing and marketing. There has to be reason and substance in everything when marketing is considered.

Holistic marketing by Frooti

Holistic Marketing Perspective of Frooti

Internal Marketing:

1. ·         Alignment of organizations purpose with employee behaviour.
2. ·         Motivation, empowering and reframing of employees attitude.
3. ·         Inside – out management approach
4. ·         Constant training programs for the benefit of employees.

Relationship Marketing

1. ·         Constant offers like the ‘ 5 ka 2’ offer wherein they sold 2 65ml tetra packs at Rs 5 or at Rs 2.5 each.
2. ·         The pullback strip concept
3. ·         The use of mangoticons to strike a bond with their target audience

Integrated Marketing

• ·         The juicy mango project wherein they got common people involved in their campaign.
• ·         Initially the ‘ Why Grow Up’ campaign featuring Shah Rukh Khan went up on TV commercials. This was followed with OOH activities like painting of buses, use of billboards and hoarding, wall paintings having the same theme supporting the campaign. Then we had promotions like ‘Have a Frooti with Shah Rukh’. Thus all their efforts were directed in one direction.

Societal Marketing

1. ·         Use of fresh ingredients every time.
2. ·         Suitable disposal of waste to ensure minimal pollution.
3. ·        Social Responsibility Projects taken up time to time.