Ganga Hewage Uditha Wijegunawardhana K.

Katheesh Lalin Mendis MBA Programme [2008-2010] Faculty of Management and Finance University of Colombo Sri Lanka

Post Modernism
What is Post Modernism .?  It is Politics, Philosophy, Psychology, sociology, theology, geography,
history, economics, anthropology, media studies, jurisprudence etc  Few definitions of Post Modernism  incredulity towards metanarratives , heterotopia , contrived depthlessness , a series of perceptual presents , excremental culture , bottomless fragmentation and ephemerality , the production and distribution of public attention , a regime of significance

Source: Silverman

Post Modernism is
 A changed .complex . Or new .dramatical political economic upheaval  Also rise of protectionism, fundamentalism, environmentalism,

Eras
Prehistory 1900-1950s Symbolic Interpretive Modern 1960s to 1970s 1980s Symbolic interpretive Post modern Post Modern 1990s to-date

Modern

Reality is Knowledge is believed to be Knowledge is developed through Knowledge is recognized via

Model for human relationship Overarching goal

Pre-existing unity PreUniversal Facts and information Convergence

Socially constructed diversity Particular Meaning and interpretation Coherence

Constantly shifting fluid plurality Provisional Exposure and experience Incoherence, fragmentation, deconstruction Self determination Freedom

Hierarchy Prediction and control

Community Understanding

Some ost

oder ist roducts

Post modernist behaviors'

Postmodern Architecture

Postmodern Art

Social Networking sites

Different Views of Postmodernism

Different views of PM
1

Postmodern society is DOMINATED by media (Venkatesh,1992)

Different views of PM
2
Individual is free to experience the height of EMOTIONAL PEAKS without connecting the experience to a logical and unitary state of being. (Firat and Venkatesh, 1995)

Different views of PM
3

Marketers also create the postmodern condition by introducing post MODERN PRODUCTS (prof. Krittinee Nuttavuthisit,2007) Eg: e-cigarette

E-cigarette

Different views of PM
4

Technology FACILITATES postmodernism. ( Christina Goulding, 2003) Eg: online buying of private dresses

Main Themes of Postmodernism

Main Themes of Postmodernism



Hyperreality
 

Creation of marketing environments that are more real than real It gives an environment that nature can not give

Fragmentation
 

Disconnected postmodern lifestyles, behaviours, moods, whims etc. of contemporary consumers. Consumer performs multiple roles

Main Themes of Postmodernism



Decentered subjects
 

People no longer defined by their occupation, social class, demographics etc Human body objectified; Objects humanized

Juxtaposition of opposites
 

Exact opposite of ever more precise segmentation and positioning Mixing and matching of opposites, by combinations of contradictory styles.

Role of Marketing Analyses in Postmodernism

Marketing Analyses

Reasons for rejection of familiar market conceptualization methods

 The models attempt to give universal truths which is in direct opposition to Postmodernism  The actual utility/ practicality of the models challenged  Debatable concepts counterproductive to objectives  Constrictions and limitations of the models  Are we straying off the pathor is the path leading us astray?

Marketing Analyses
Rejected
Models attempting to give universal truths about marketing phenomena 4 Ps SWOT Analysis Maslows Hierarchy of Needs Ansoff Porter BCG

Considered
Models Based on a cyclical, rise/ fall metaphor Product Lifecycle Wheel of Retailing Fashion Cycle Innovation Diffusion and Adoption

Postmodernist Framework
Consumption is driven by the non utilitarian attributes Goods production industry to image production industry Symbolic economy GLOBAL SIGN ECONOMY

INFORMATION ECONOMY & INFORMATIONAL CAPITALISM Business productivity of transaction Demand decline of standard products system Rapid technology development New I&C technologies are transforming the global economic and social systems

REGIMES OF FLEXIBLE PRODUCTION & CONSUMPTION

Factors Enabling PM


Internet

Source: adapted from ITU

   

Globalization Economic condition Technology Culture

Postmodern Consumer
        

There is no rules only choices There is no fashion only fashions Quality is not a concern Emphasize on symbolic value than utility value Consumers actively get involved in the process Often unpredictable behaviours Enjoys moment of pleasure Only focus on self satisfaction Customization becomes norms

Applications of Postmodernism to Marketing

Micro Marketing


Marketing so finely tuned that, if applied properly, it will speak to customers almost individually

- Howard Schlossberg
   

Tesco Calvin Klein www.Amazon.com www.campbellsoup.com

Maxi Marketing


Direct contact, dialogue and involvement with the individual prospect or customer leading to increased sales and brand loyalty
-

Stan Rapp and Thomas L. Collins

       

Maximized Targeting Maximized Media Maximized Accountability Maximized Awareness Maximized Activation Maximized Linkage Maximized Sales [through long term customer relations] Maximized Distribution

Database Marketing


Direct marketers ability to talk to their audiences as individuals in very large numbers
-

Davies

HSBC AmEx Tesco Levi Strauss

New Marketing


We are witnessing the emergence of a new marketing paradigm not a do more marketing that simply turns up the volume on the sales spiels of the past but a knowledge and experience-based marketing that finds experiencea way to integrate the customer into the company, to create & sustain a relationship between the company and the customer

Wrap Around marketing



Two perennial problems in marketing are getting the customers and keeping them. Traditionally, most marketers have spent their time getting customers. But the truth is we ought to start spending more time on the problems of how to retain the customers we have - Philip Kotler, quoted in Caruso

Value Added Marketing



Improve the existing product and concepts rather than launch new ones - T. H. Nilson

 Agro-tourism Agro-

Relationship Marketing


Has as its concern the dual forces of getting and keeping customers. Traditionally much of the effort of marketing has been directed towards the getting of the customer rather than the keeping of them. Relationship marketing aims to close the loop - Christopher, Payne and Ballantyne
 HSBC  Anoma

Opticians

Neo marketing  The basic rule is break the old rule

- Cova, B. & Svanfeldt, C.

What do they have in common?



Emphasis on dealing with the customer as an individual Desire to retain existing customers, products or services rather than creating them a new

Benefits of Postmodernism to Marketing Theory



Prospect of a rapprochement between marketing theory and practice

Provides a rationale for latter day fragmentation of marketing thought

Concerns the philosophical underpinnings that it provides for many of todays much vaunted marketing restoratives

Marketings perennial search for academic respectability

Postmodernism in Practice

Diesel

Axe Take Off Clothes

Coke


Globalized to localized

Reverse Production

Packaging
Wild Bunch & Co

Dragonfly energy drink Coca Cola Blak 7Up H2OH

Y Water

OGO Perrier Coke Side of life Coca Cola Light

Evolving Sri Lankan Consumer

   

Rapid fragmentation Unlimited connections & open to the world Not easy to make your brand fall in love 4Ps 4Cs - Product ->Consumer value - Price ->Cost - Place ->Convenience - Promotions->Communication PromotionsDecreasing ad recall & ROI on advertising investments Power shift from manufacturer to the consumer New role of advertising
  

  

Inform ->Empower PersuadePersuade->Demonstrate RemindRemind->Involve

Rethinking Marketing Communication for a Changing World Nimal Gunawardanas Blog

Prima Kottumee Website

Y FM

How postmodern Sri Lankans are?

A quantitative study  About the sample  Findings:

Aspect Aspirational Socio Political Lifestyle Conservation Religion & Beliefs Overall % 93% 60% 72% 56% 79% 68%

Management Scenario
Modern
Specialisation of labour Hierarchical Mgt Confrontation relation Mass production

Post modern
Flexible work practices Flat or Matrix mgt consensus Mass customization

Marketers have to
Focus on identity creation  Involve consumers, encourage them to participate  Customize, customize, customize..  Branding is critical  Differentiation through intangibles  Look out, keep sniffing


Conflicting Viewpoints
    

Globalization of markets are at hand Success of multinationals Vs. global corporations Small local segments have their global equivalents everywhere Standardization Hedgehog Vs. Fox

The globalization of markets HBR Theodore Levitte

Conclusions
Impacted many disciplines  Many views...  Focus on practise than theory  Increasing validity of customer orientation  Being in business in a challenge


Thank You