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MR S. RAMACHANDER (middle), Management Consultant, at a seminar on Management Education Programme on Marketing Landscape'. He is flanked by Dr K. Nirmala Prasad, Principal, MOP Vaishnav College for Women, and Shri P. Haridas, Secretary

Chennai March 20 Marketing is the only game where there is no winner or loser. If one wins and the other loses, then it is not marketing. It is a win-win situation for both. The marketing landscape today, is beyond 4 Ps, Mr S. Ramachander, Management Consultant, told the students of management at a seminar on `Management Education Programme on Marketing Landscape' organised by the P.G. Department of Business Administration, MOP Vaishnav College for Women, and the Business Line Club.

Talking on the present global trend, he said private labels are growing in stature and occupying more self-space. Branding is now being redefined. Products, companies, states and countries are branded. Price is not everything in marketing. Every business is a consumer-product business. Customer service is often the only differentiator, and product differentiation has become a thing of the past as every one produces almost similar products, he said.

Emphasising that innovation is the key to success, he said, "Your competitor can do everything that you do. Then why should the consumer buy your product? There lies the differentiator and that differentiator can be achieved through innovation." The height of strategic marketing is avoiding competition i.e., by distancing oneself from the competition. "That is differentiating you from the competitors by price, shape, packages or any other marketing means," Mr Ramachander said. The essence of marketing is not about competition but avoiding competition, he pointed out.

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