Kathmandu August 18, 2012 – Marketing has been developing together with development in human civilization. Marketing which covers the very wide circumstance now has not been development at one. If we go several centuries back to the history of human civilization, we find the contemporary marketing uncultured. They didn’t have any mechanism, tools or techniques of marketing as used today. But the situation has been changed orderly and it has brought a wide change in human needs. Human aspiration for excellence and better status have given birth thousand of discoveries, inventions, innovation and established much more different industries to fulfill that aspiration. These changes have invented not only different sophisticated tools and techniques, and effective strategies for successful marketing but also the marketing a most competitive field.
In general sense marketing is selling through advertising. However selling and advertising are only a small part of whole marketing. Marketing helps organization to find out what customers want and also helps to decide what products to make.
Today the concept of marketing has changed drastically. Today marketing must be understood not in the old sense of marketing but in the new sense of satisfying consumer’s needs. If the marketer does a good job of understanding customer’s needs, develops products that provides superior value and price, distributes and promotes them effectively, he/she will easily sell the products otherwise it is difficult to stay in market.
Globalization, technological change and intense completion are today’s environment. Marketing success belongs to those who can deliver what customers are willing to purchase. An organization must determine their vision to satisfy customers needs and wants through successful marketing. Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others.
Industrialization and overall development of a country are considered as two coincidence that because industrialization is the impetus of Development. It is not coincidence that industrialized countries are development too, but it is true that the countries like United Status, England, France and Japan etc are developed because they are highly industrialized. But on the other hand most of the countries in the world are undeveloped and developed and developing because Industrialization is creeping slowly in these countries. Even developing countries like Nepal are moving toward the Industrialization slowly by establishing different industries.
Basically Nepal is an agricultural country. Most of the people in Nepal depend upon the agricultural products. Only a few people engaged in industry. But now Industrialization is being adopted with the establishment of various types of industries and some people are shifting from agriculture to industrial sector. The economy of Nepal is characterized by excessive dependence on agriculture. The industrial sector is in a developing stage. Being an agriculture country Nepal cannot bring significant positive changes in its economy depending solely on agriculture. So Nepal also has been increasing different types of industries for last few decades and producing different products and lunching them to the market, which has made the market more competitive.
Industry and products are never separable terms. Production is the main activity of each every industry and successful marketing of the product is ultimate goal. But any production of product is not sufficient for a successful marketing; it requires proper branding, labeling and packaging. Branding is most essential to the successful modern marketing. It has become so strong that any product hardly goes unbranded. A brand is name, term, sign, symbol or design or combination of them which is intended to identify the goods or services of one seller of group of seller and differentiate them form those of competitors, Thus brand is not only a name gives to a product but also a technique by which differentiate the product from previous ones. Every producers or marketers seek to get positive attitude toward the brand of his product. Every manufacture wants and tries his/her best to make the consumer loyal to the brand of his/ her product.
The term loyalty stands for the quality of being true and faithful in ones support of something/somebody. And the term brand loyalty is combination of the term brand and loyalty. Brand loyalty is a temporal aspect of consumer behavior, which indicates the faithfulness of a consumer to the specific brand and makes him/her a repeated purchaser of the products.
Competition is the main characteristics of modern marketing, which is increasing day by day in Nepalese market. Industries producing many different types of products and also large number of products are being imported form other countries. So that competition is very tough in Nepalese market. Every produces lunches their product as the excellent form different promotional tools like TV commercials, Radio, Newspapers, Posters, Hoarding boards, Pamphlets, Cinemas and other electronic and non- electronic media tools offering to their products. Each and every producers and marketers want to capture high loyal market share and develop a loyalty on there product brand.
Above-mentioned circumstances are wide speared in Nepalese market, which shows the necessity of understanding the consumer behavior on branding. In Nepal industrial establishments has been increasing and entering the Industrialization revolution era. So behavior of a consumer has the important role to develop successful marketing strategy.
Economic condition of country is directly related with the success and failure of the existing units of the different types of industry. Success of the industry will carry the country towards development. Success of there industry is the main function of successful marketing of its products. In the era of cutthroat competition, successful marketing demands an understanding of consumers taste, Choice, performance, and loyalty. As the focus of the Nepalese Market and brand loyalty the temporal aspect of the consumer behavior. The manufacturers or marketers of the country will be highly benefited by this. The may use the findings of this as the guideline for making strategies for their products, so that they can achieve success.
(Khadka is Board of Director of Kantipur International Education Network, KIEN)