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Kotler branding

HE'S the guru that the corporate world looks at with awe. PHILIP KOTLER, renowned management consultant, pulled no punches when he castigated modern marketing for its narrow vision.

Kotler who propounded the four P's — Product, Price, Place and Promotion — that are now sacrosanct for all marketers, lamented that marketing had today been reduced to just one P — promotion. He said that, in today's market, since the consumer interacts with different people at different levels, marketing had to be approached in a more holistic manner.

"It has to be everyone's responsibility not just one department's," said he. Kotler cautioned against "dowager brands" that had outlived their glory. "The best way," he said, "is to sell through word of mouth. Do you have a Unique Marketing Proposition or are you still stuck with the old formula of Unique Selling Proposition?" asked Kotler.

While he cites one successful brand after another to drive home his point, his favourite remains the Harley Davidson strategy— clear and simple — get the customer into a passionate affair with you. The rest, he advises, will follow through.

SUCHITRA BEHAL

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