Holistic Marketing

            A marketing strategy that is developed by thinking about the business as a whole, its place in the broader economy and society, and in the lives of its customers. It attempts to develop and maintain multiple perspectives on the company’s commercial activities.

            The various dimensions of holistic marketing are

• Relationship Marketing
• Performance Marketing
• Internal Marketing
• Integrated Marketing. 

Relationship Marketing:

            The four constituents of relationship marketing are Customers, Employers, Marketing, Partners(Channels, Suppliers, Distributors). The basic idea behind the relationship marketing is to attract new customers and retain the existing customers.

             Lay’s maintains a customer relationship management being active on social media like Facebook, Twitter etc and also provides incentives to the distributors , retailers who hold the product so that the retailers buy the product on a regular basis.

Performance Marketing:

            Performance Marketing results in anlaysis of the results which are being carried out by various marketing activities and programs. The company involves broader concerns regarding ethical, legal, economic and environmental issues.

            A few years back Lay’s came up with a marketing strategy of using solar power for production in order to reduce the production cost and provide a eco-friendly environment, thereby protecting the environment from harmful emissions.

Internal Marketing:

                                 

            Internal Marketing is based regarding the internal employees who work for the company, Employee satisfaction towards his job is very important for the organisation to achieve this marketing approach. Internal Marketing involves in communication between the staffs about the overall mission and vision statement of the company and its steps involved in the future towards the company’s growth.

            In 2008, when the sales volume of Lay’s went reduced,they introduced a campaign called “Chalo Bazaar “, where  all the non-sales employees who were working inside the air-conditioned offices left their work place and got down to the streets and was interacting with all the retailers and their customers  enquiring about the product. Even the Managaing Director  got down to the market place to sell their products.