Question

Rahul, Priya, Amit and Sneha were friends. They decided to start a business jointly. With rising focus on hydration, fitness and a healthy lifestyle, they saw a steady market for water bottles. Customers often own multiple bottles for different uses. Bottles wear out or go out of style over time, creating repeat sales opportunities. Excited by this idea, they all sat together to brainstorm and decide what kind of water bottle they should make.

Rahul believed that to maximise profits, production should be done on a large scale making goods available and affordable to consumers.

Amit, on the other hand, was of the opinion that the bottles should be of a very good quality with features like time markers, filters or infusers, etc.

Priya agreed with Amit, but felt that they should first identify the needs of the present and prospective buyers, so that they can satisfy them in an effective way. She suggested offering personalised designs, sports bottles, insulated bottles, etc., depending on the customers’ needs.

Sneha believed that the business orientation should not be short-sighted to serve only the consumers’ needs. It should also consider larger issues of long-term social welfare. So, she suggested reusable water bottles made from eco-friendly sustainable materials.

Identify and state the marketing management philosophies discussed by Rahul, Priya, Amit and Sneha.

Hint:

Large scale production points to the production concept, quality features to the product concept, customer needs to the marketing concept, and social welfare to the societal marketing concept.

Answer 1

Step 1: Understand the task:
The case gives the beliefs of four friends. Each belief matches one marketing management philosophy.
We will quote the key words and name the philosophy for each friend.

Step 2: Rahul: Production concept:
Rahul believed that to maximise profits, production should be done on a large scale, making goods available and affordable.
This assumes that buyers want goods which are easy to get and cheap. Large scale production lowers the cost per unit.
So Rahul follows the production concept.

Step 3: Amit: Product concept:
Amit wanted bottles of very good quality with features like time markers, filters or infusers.
This assumes that buyers prefer the best quality, performance and features.
So Amit follows the product concept.

Step 4: Priya: Marketing concept:
Priya felt they should first identify the needs of the present and prospective buyers so that they can satisfy them effectively. She suggested personalised and sports bottles for different needs.
Here the start point is the customer need, and profit comes by satisfying it. That is the marketing concept.

Step 5: Sneha: Societal marketing concept:
Sneha said the business should not serve only the consumer needs but should also consider long term social welfare. She suggested reusable bottles made from eco-friendly materials.
This joins customer satisfaction with the well being of the society. It is the societal marketing concept.

Final Answer:
Rahul - production concept, Amit - product concept, Priya - marketing concept, Sneha - societal marketing concept.