Traditional Marketing – An Introduction to Offline Marketing – Part 1

The Art of Marketing as a whole

Marketing is the process of establishing which products or services that might attract certain customers, and then determining what strategy to use to promote them. This mutual procedure is intended to create value for customers and build strong customer relationships in order to obtain trust and recognition within a business. The main purpose of marketing is “to attract” a target audience or specific individuals who are interested and want your product or service that you offer. That then leads to the primary goal of any business which is to ultimately make sales, or in other words, “to sell”.

While referencing to customers, it can be said that they are the main focus of marketing activities. It is pertinent to ALWAYS do these three key things:

  1. Identify the customer
  2. Maintain the customer
  3. Satisfy the customer

With these key factors in mind and the impact that advertising has on the potential success or failure of a business, it is correct to say that marketing in general is one of the most vital pieces of the business world.

Traditional Marketing

Traditional marketing is also referred to as “offline marketing”. The term traditional simply means the “passing on” of something, such as beliefs, customs, or practices. So when you think of traditional marketing, you should comprehend that it consists of techniques and strategies that have been used for a very long time. In addition, you can think of its relative term, “offline marketing”, as any method or means of promotion that does NOT include the internet.

Traditional marketing mainly focuses on the company and the product, as where online marketing centers on the customer and their interests. So basically, you would use traditional marketing to expand your business and strive to distribute your product through the three main geographical levels (local, regional, national) and ultimately worldwide. There would apparently be less focus on the actual customer and their needs although some might disagree with this logic.

The Four Ps

The four Ps, also known as the “marketing mix”, was developed by Jerome McCarthy after the term became widespread in the early 1960s. The four Ps are the four essential ingredients of marketing. They incorporate the following:

1. Product – All businesses revolve around a product or service. You must first develop a unique and quality product or service that you intend to sell. Here are other aspects:

  • Brand name
  • Purpose
  • Style
  • Safety
  • Packaging
  • Support
  • Warranty

2. Price – Second, you should investigate the price value of your competition (if any), and then determine the cost of your own product or service that’s both affordable and will earn you revenue. Other things to consider are:

  • Discounts
  • Types of payments
  • Seasonal pricing

3. Place – Third, you have to decide how you will distribute your product to the customers or where you will offer your service. More decisions to be made include:

  • Market coverage
  • Inventory management
  • Warehousing
  • Distribution centers
  • Order processing
  • Transportation

4. Promotion – Lastly, the marketing and campaign portion comes into play. You must determine who you will market to and what advertising methods and strategies you will use to acquire potential prospects. This is the most important piece of the marketing mix and can make or beak a business. Additional things to take into account are: 

  • Workforce
  • Publicity
  • Marketing budget

All four elements of the marketing mix must be completed and well thought out before you can think about starting any campaign for your product or service.

Is traditional marketing beginning to slowly disappear?

Traditional marketing is becoming a lost element in the business world. Many people are now marketing their businesses online as the number of internet users grow substantially every year. To give you a quick insight, there are currently over 1 billion people who use the internet today. I mean how can the offline market even compete with that? But just because a new revolution has arisen doesn’t mean the old ways are no longer effective. Traditional marketing can still produce plenty of customers and lead to major profits if it is used correctly. So don’t think that you should just market your business only on the internet. The idea is to incorporate both online and traditional methods to see maximum results.

Things to remember

The crucial points to keep in mind is that in order to achieve success in the business world, you must always do the key three factors of identifying, maintaining, and satisfying the customer and you have to constantly fulfill the four Ps of the marketing mix. The more often and the more effective you complete these two tasks, the higher amount of profits you will see yourself earning in your business.

About the Author

Effect of Liberalisation in Insurance Industry

Introduction

The journey of insurance liberalization process in India is now over seven years old. The first major milestone in this journey has been the passing of Insurance Regulatory and Development Authority Act, 1999. This along with amendments to the Insurance Act 1983, LIC and GIC Acts paves the way for the entry of private players and possibly the privatization of the hitherto public monopolies LIC and GIC. Opening up of insurance to private sector including foreign participation has resulted into various opportunities and challenges.

Concept of Insurance

In our daily life, whenever there is uncertainly there is an involvement of risk. The instinct of security against such risk is one of the basic motivating forces for determining human attitudes. As a sequel to this quest for security, the concept of insurance must have been born. The urge to provide insurance or protection against the loss of life and property must have promoted people to make some sort of sacrifice willingly in order to achieve security through collective co-operation. In this sense, the story of insurance is probably as old as the story of mankind.

Life insurance in particular provides protection to household against the risk of premature death of its income earning member. Life insurance in modern times also provides protection against other life related risks such as that of longevity (i.e. risk of outliving of source of income) and risk of disabled and sickness (health insurance). The products provide for longevity are pensions and annuities (insurance against old age). Non-life insurance provides protection against accidents, property damage, theft and other liabilities. Non-life insurance contracts are typically shorter in duration as compared to life insurance contracts. The bundling together of risk coverage and saving is peculiar of life insurance. Life insurance provides both protection and investment.

Insurance is a boon to business concerns. Insurance provides short range and long range relief. The short-term relief is aimed at protecting the insured from loss of property and life by distributing the loss amongst large number of persons through the medium of professional risk bearers such as insurers. It enables a businessman to face an unforeseen loss and, therefore, he need not worry about the possible loss. The long-range object being the economic and industrial growth of the country by making an investment of huge funds available with insurers in the organized industry and commerce.

General Insurance

Prior to nationalizations of General insurance industry in 1973 the GIC Act was passed in the Parliament in 1971, but it came into effect in 1973. There was 107 General insurance companies including branches of foreign companies operating in the country upon nationalization, these companies were amalgamated and grouped into the following four subsidiaries of GIC such as National Insurance Co.Ltd., Calcutta; The New India Assurance Co. Ltd., Mumbai; The Oriental Insurance Co. Ltd., New Delhi and United India Insurance Co. Ltd., Chennai and Now delinked.

General insurance business in India is broadly divided into fire, marine and miscellaneous GIC apart from directly handling Aviation and Reinsurance business administers the Comprehensive Crop Insurance Scheme, Personal Accident Insurance, Social Security Scheme etc. The GIC and its subsidiaries in keeping with the objective of nationalization to spread the message of insurance far and wide and to provide insurance protection to weaker section of the society are making efforts to design new covers and also to popularize other non-traditional business.

Liberalization of Insurance

The comprehensive regulation of insurance business in India was brought into effect with the enactment of the Insurance Act, 1983. It tried to create a strong and powerful supervision and regulatory authority in the Controller of Insurance with powers to direct, advise, investigate, register and liquidate insurance companies etc. However, consequent upon the nationalization of insurance business, most of the regulatory functions were taken away from the Controller of Insurance and vested in the insurers themselves. The Government of India in 1993 had set up a high powered committee by R.N.Malhotra, former Governor, Reserve Bank of India, to examine the structure of the insurance industry and recommend changes to make it more efficient and competitive keeping in view the structural changes in other parts of the financial system on the country.

Malhotra Committee’s Recommendations

The committee submitted its report in January 1994 recommending that private insurers be allowed to co-exist along with government companies like LIC and GIC companies. This recommendation had been prompted by several factors such as need for greater deeper insurance coverage in the economy, and a much a greater scale of mobilization of funds from the economy, and a much a greater scale of mobilization of funds from the economy for infrastructural development. Liberalization of the insurance sector is at least partly driven by fiscal necessity of tapping the big reserve of savings in the economy. Committee’s recommendations were as follows:

o Raising the capital base of LIC and GIC up to Rs. 200 crores, half retained by the government and rest sold to the public at large with suitable reservations for its employees.

o Private sector is granted to enter insurance industry with a minimum paid up capital of Rs. 100 crores.

o Foreign insurance be allowed to enter by floating an Indian company preferably a joint venture with Indian partners.

o Steps are initiated to set up a strong and effective insurance regulatory in the form of a statutory autonomous board on the lines of SEBI.

o Limited number of private companies to be allowed in the sector. But no firm is allowed in the sector. But no firm is allowed to operate in both lines of insurance (life or non-life).

o Tariff Advisory Committee (TAC) is delinked form GIC to function as a separate statuary body under necessary supervision by the insurance regulatory authority.

oAll insurance companies be treated on equal footing and governed by the provisions of insurance Act. No special dispensation is given to government companies.

oSetting up of a strong and effective regulatory body with independent source for financing before allowing private companies into sector.

competition to government sector:

Government companies have now to face competition to private sector insurance companies not only in issuing various range of insurance products but also in various aspects in terms of customer service, channels of distribution, effective techniques of selling the products etc. privatization of the insurance sector has opened the doors to innovations in the way business can be transacted.

New age insurance companies are embarking on new concepts and more cost effective way of transacting business. The idea is clear to cater to the maximum business at the lest cost. And slowly with time, the age-old norm prevalent with government companies to expand by setting up branches seems getting lost. Among the techniques that seem to catching up fast as an alternative to cater to the rural and social sector insurance is hub and spoke arrangement. These along with the participants of NGOs and Self Help Group (SHGs) have done with most of the selling of the rural and social sector policies.

The main challenges is from the commercial banks that have vast network of branches. In this regard, it is important to mention here that LIC has entered into an arrangement with Mangalore based Corporations Bank to leverage their infrastructure for mutual benefit with the insurance monolith acquiring a strategic stake 27 per cent, Corporation Bank has decided to abandon its plans of promoting a life insurance company. The bank will act as a corporate agent for LIC in future and receive commission on policies sold through its branches. LIC with its branch network of close to 2100 offices will allow Corporation Bank to set up extension centers. ATMs or branches with in its premises. Corporation Bank would in turn implement an effective Cash Flow Management System for LIC.

IRDA Act, 1999

Preamble of IRDA Act 1999 reads ‘An Act to provide for the establishment of an authority to protect the interests of holders of insurance policies, to regulate, to promote and ensure orderly growth of the insurance industry and for matters connected therewith or incidental thereto.

Section 14 of IRDA Act, lays the duties, powers and functions of the authority. The powers and functions of the authority. The powers and functions of the Authority shall include the following.

o Issue to the applicant a certificate of registration, to renew, modify withdraw, suspend or cancel such registration.

o To protect the interest of policy holders in all matters concerning nomination of policy, surrender value f policy, insurable interest, settlement of insurance claims, other terms and conditions of contract of insurance.

o Specifying requisite qualification and practical training for insurance intermediates and agents.

o Specifying code of conduct for surveyors and loss assessors.

o Promoting efficiency in the conduct of insurance business

o Promoting and regulating professional regulators connected with the insurance and reinsurance business.

o Specifying the form and manner in which books of accounts will be maintained and statement of accounts rendered by insurers and insurance intermediaries.

o Adjudication of disputes between insurers and intermediates.

o Specifying the percentage of life insurance and general and general business to be undertaken by the insurers in rural or social sectors etc.

Section 25 provides that Insurance Advisory Committee will be constituted and shall consist of not more than 25 members.Section 26 provides that Authority may in consultation with Insurance Advisory Committee make regulations consists with this Act and the rules made there under to carry the purpose of this Act.Section 29 seeks amendment in certain provisions of Insurance Act, 1938 in the manner as set out in First Schedule. The amendments to the Insurance Act are consequential in order to empower IRDA to effectively regulate, promote, and ensure orderly growth of the Insurance industry.

Section 30 & 31seek to amend LIC Act 1956 and GIC Act 1972.

Impact of Liberalization

While nationalized insurance companies have done a commendable job in extending volume of the business opening up of insurance sector to private players was a necessity in the context of liberalization of financial sector. If traditional infrastructural and semipublic goods industries such as banking, airlines, telecom, power etc. have significant private sector presence, continuing state monopoly in provision of insurance was indefensible and therefore, the privatization of insurance has been done as discussed earlier. Its impact has to be seen in the form of creating various opportunities and challenges.

Opportunities

1. Privatization if Insurance was eliminated the monopolistic business of Life Insurance Corporation of India. It may help to cover the wide range of risk in general insurance and also in life insurance. It helps to introduce new range of products.

2. It would also result in better customer services and help improve the variety and price of insurance products.

3. The entry of new player would speed up the spread of both life and general insurance. It will increase the insurance penetration and measure of density.

4. Entry of private players will ensure the mobilization of funds that can be utilized for the purpose of infrastructure development.

5. Allowing of commercial banks into insurance business will help to mobilization of funds from the rural areas because of the availability of vast branches of the banks.

6. Most important not the least tremendous employment opportunities will be created in the field of insurance which is a burning problem of the presence day today issues.

Current Scenario

After opening up of insurance in private sector, various leading private companies including joint ventures have entered the fields of insurance both life and non-life business. Tata – AIG, Birla Sun life, HDFC standard life Insurance, Reliance General Insurance, Royal Sundaram Alliance Insurance, Bajaj Auto Alliance, IFFCO Tokio General Insurance, INA Vysya Life Insurance, SBI Life Insurance, Dabur CJU Life Insurance and Max New York Life. SBI Life insurance has launched three products Sanjeevan, Sukhjeevan and Young Sanjeevan so far and it has already sold 320 policies under its plan.

Conclusion

From the above discussion we can conclude that the entry of private players in insurance business needful and justifiable in order to enhance the efficiency of operations, achieving greater density and insurance coverage in the country and for a greater mobilization of long term savings for long gestation infrastructure prefects. New players should not be treat as rivalries to government companies, but they can supplement in achieving the objective of growth of insurance business in india.

What is SSL (the "little padlock")?

SSL ("Secured Socket Layer") is a protocol used to encrypt the communication between the user's browser and the web server. When SSL is active, a "little padlock" appears on the user's browser, usually in the status line at the bottom (at the top for Mac / Safari users.)

This assures the user that sensitive data (such as credit card numbers) can not be viewed by anyone "sniffing" the network connection (which is an increasing risk as more people use wireless networking).

Common web site owner questions about SSL:

How do I get the little padlock on my site?

To get the little padlock, your site must have an SSL Certificate from a Certificate Authority. Once an SSL Certificate has been purchased and installed, it provides three things:

  1. The ability to show a page in "Secure Mode", which encrypts the traffic between the browser and the server, as indicated by the "little padlock" on the user's browser.
  2. A guarantee by the issuing Certificate Authority that the domain name the certificate was issued for is indeed owned by the specific company or individual named in the certificate (visible if the user clicks on the little padlock).
  3. An assurance that the domain name the certificate was issued for is the domain name the user's browser is now on.

Once obtained, the certificate must be installed on the web server by your web host. Since your web host also has to generate an initial cypher key to obtain the certificate, very often they will offer to handle the process of obtaining the certificate for you.

My web host has a "shared certificate" that I can use. Should I?

It's still fairly common for small sites to use a shared certificate from the host. In this circumstance, when a page needs to be shown in secured mode, the user is actually sent to a domain owned by the web host, and then back to the originating domain afterwards.

A few years ago, when SSL Certificates were quite expensive (around $ 400 per year), this was real attractive for new sites just getting their feet wet in e-commerce. Today, with a number of perfectly functional SSL certificates available for under $ 100 (exclusive of installation, etc.), it is a lot less attractive. Since your user can look at the address line of his or her web browser and see that the site asking for the credit card number is not the site he or she thought they were on, the cost savings is probably not worth the risk of scaring off A sale.

What's the difference between the expensive SSL Certificates and the inexpensive ones?

Typically, mostly price. Some expensive certificates have specific functions, such as securing a number of different subdomains simultaneously (a "wildcard" certificate), but the effective differences between basic single site certificates are very slight, despite the wide range of prices:

The encryption mechanism used by all of them is the same, and most use the same key length (which is an indicator of the strength of the encryption) common to most browsers (128 bit).

Some of them ("chained root" certificates) are slightly more of a pain for your web host to install than others ("single root" certificates), but this is pretty much invisible to the site owner.

The amount of actual checking on the ownership of the domain varies wildly among sellers, with some (usually the more expensive) wanting significant documentation (like a D & B number), and others handling it with an automated phone call ("press # 123 if you 'Ve just ordered a certificate ").

Some of them offer massive monetary guarantees as to their security (we'll pay you oodles of dollars if someone cracks this code), but since it's all the same encryption mechanism, if someone comes up with a crack, all e-commerce sites will Be scrambling, and the odds of that vendor actually having enough cash to pay all of its customers their oodel is probably slim.

The fact is that you are buying the certificate to insure the safety of the user's data, and to make the user confident that his or her data is secure. For the vast majority of users, simply having the little padlock show up is all they are looking for. There are exceptions (I have a client in the bank software business, and they feel that their customers (bank officers) are looking for a specific premier name on the SSL certificate, so are happy to continue using the expensive one), but most e -commerce customers do not pick their sellers based on who issued their SSL Certificates.

My advice is to buy the cheaper one.

I have an SSL certificate – why should not I serve all my pages in "Secured" mode?

Because SSL has an overhead – more data is sent with a page that is encrypted than a page that is not. This translates to your site appearing to run slower, particularly for users who are on dial-up or other slow connections. Since this also increases the total amount of data transferred by your site, if your web host charges by transfer volume (or has an overage fee, as most do), this can increase the size of your monthly hosting bill.

The server should go into secure mode when asking a user for financial or other sensitive data (which may well be "name, address and phone number", with today's risk of identity theft), and operate in normal mode otherwise.

Employment Law, Part I

Just how serious is employment law to the small businessperson? Very serious and let me tell you a true story; A horror story, which will make you think about just how serious these issues can be. In San Antonio TX one of our wash trucks was driving down the road and a border Patrol Officer passed them. We run a company which does onsite washing; Http://www.CarwashGuys.com . Down the road they dropped over two trucks and were handcuffing Mexican illegal aliens from those company's work trucks. Our crew drve by on their way to work. They had just left the shop and had on board two workers who worked for Labor Ready Co, for a year and a half previously and were still employed from them from time to time. We had gotten extra workers and filled our service truck with workers who were temporaries to work for us since they needed extra help with the full schedule that day.

The border patrol officer was then done with the other companies' trucks and saw we had Hispanic labor in the back and folded over our truck after chasing it down the highway. Turns out Labor Ready had hired the illegals because theyave fake identification to them; I question the Labor Ready procedures. Labor Ready charges us $ 11.95 per hour for workers they pay $ 5.40 per hour. That is fine with us on those super busy days. So it's a deal and saves us from background checks for jobs that are not too serious like rinsing car lots. Well we found out that 4 of the five workers we had gotten from Labor Ready did not have green cards or US Identification of any type, so they cuffed them right on the highway and took them in. Good, we do not hire illegals anyway. But think about it we hired labor from a reputable nationwide company, a franchise called Labor Ready. They take care of all this stuff and charge us up the gazooo for the workers.

We know they are overcharging but for temporary extra labor for one day it is worth it. They told us there are certain questions that can not ask them when hiring, such as are you a US Citizen or where were you born or things like that. I can not believe we have laws in the banking industry called "Know your customer laws" yet in employment we have no "Know your employee laws". We have an unspoken do not ask the employee anything except when you can start and explain the type of work. We have laws in banking so we catch money launderers and those who are working hard to not pay taxes they owe.

So it is okay for the government to enforce those laws through private enterprise, but it is not okay for employers to ask questions to protect homeland security and save themselves from embarrassment. Of course in this case it is not a crime to hire someone who has given you false information, and we can not collect damages from a company who followed the employment laws? So what the hell do we do here? We want to help enforce the law as well, so do all true Americans. But we have so many laws in place that keep us from helping the situation.

Incidentally the workers who were handcuffed called us at 7 am morning two-days later and are ready to work and asked what time to meet. They were picked up at 9 am hand cuffed and stamped and exported that day. They were back in one day ready to work within 2 days. Some border patrol we have, what a complete joke; Protecting America, me ass? Why not implant a homing devise in these illegals and track them by satellite and find out the leaks in the system and plug them; Homeland Security or Homey Land of opportunity. You step up border patrol and catch these people and document on a board the number of deportees, yet they come the day back into the country. This is a true story you can call me for more information.

We have half a notice to go to the border patrol and give them free truck wash every morning and ask them to run the workers records and remove them from the crew. Sometimes the yellow truck will be known for not hiring illegals. A few weeks of that and every one who comes to work for us from Ready Labor will know it. Is this what we have to do to plug the system? Can not the border patrol guys figure it out; Then we will? If you can not enforce our borders then open them. But do not lie to the small businesses of America that somehow we are protected at our borders. We are not. This is a sham. Did not the Jordan Commission spend years putting together a plan only to have it never implemented? Why did we waste or breath? This is pure politics, not reality; Another of Smoot's points in his book "The Business Side of Government." One of the workers asked to work for us again and he wanted to borrow the twenty dollars he spent for the bus ride from Laredo to San Antonio. Even the illegals think this is a joke. We told him he could not work for us anymore. He did not understand why, because other businesses would have I guess that is why he was dumfounded when we told him to get lost. We called the border Patrol and they said they could not pick him up unless we knew for sure he was illegal. We said well you picked him up yesterday is he suddenly legal now? Can you prove it? No, all we can prove is your system does not work and that Labor Ready is doing an injustice to its customers, stocksholders and this country by not enforcing the laws of our land; The same laws, which have provided economic wealth to them over the years. Are they doing this all over the country? Yes.

The manager of Labor Ready said they did not like the laws either, but they needed to make a living and the companies need workers. So does this mean that Labor Ready who has offices all over Texas never disclosed this to their stockholders or customers? Yes it does, which is a gray area at least and a violation of disclosure law at best. The truth here is that no one cares. We make rules to appease the masses who vote for these things and tell the people we are saving them from terrorists. What about terrorists who are dark skinned and speak Spanish? What if a Middle Eastern spoke Spanish and was a terrorist and told the others he snuck over the border with he was from Argentina, they would not know either. And the business owner would hire them through a temp agency, who was making money off the business owner pointing to employment laws and said, well they had fake paperwork not my fault. Maybe it is not the border patrol's fault but shunning responsibility does not save us from the next attack.

Either we are worried about the next attack or we are not. I want someone to call me from the INS or Border Patrol to discuss this and I want a satisfactory answer or we will take this true story and document it and send it to the media one day before we send it to all the Congressmen and Senators. If we are not worried about terrorists then tell us. If we are, then fix the leaks. Why does it take 10 years to fix problems, when international terrorist groups only wait 3-5 years between acts? Good question worth answering and with all the BS and rhetoric we are seeing opposition from the Hispanic Chambers of Commerce and Hispanic Politicians. With 65% of the population of San Antonio Hispanic who do not want these laws at all, then extend the Mexican Border to include San Antonio TX as a free zone. Why not make it all of Texas and we can then defend the borders of Texas, which can be a free zone with Mexico.

If you are just going to give it lip service and not fix the leaks of illegals then open the borders and forget it. This is pathetic. We know how to enforce the barriers and we give out fines to businesses who do not complain, yet allow free entry by anyone who can walk. I am surprised we have not made ADA mandated border crossings for those in wheel chairs or are asthmatically challenged. Put in 1 foot per 1 inch inclines over the Rio Grande for those in wheel chairs and then nice sidewalks all the way to Washington DC so they can have a baby and run for Congress or become a radical speech writer and proponent of mass demonstrations and guns . You think I am kidding do not you. I am serious all this is so fake and such a ridiculous waste of breath and tax payers money.

End of Employment Law, Part I