Editorials

by Rajen Kumar

No Escaping Social Media

Running a magazine concentrating on issues of small and medium enterprises and managing with limited resources is a like living life on the edge. In this rush of meeting deadlines,...

Special Reports

Apr 2012

EMRC, Brussels Associates with SME WORLD as its New Media Partner

EMRC has promoted business partnerships with the developing world and has organised dozens of business forums in key decision-making cities, such as Amsterdam, Rome,...

Marketing

Keep Business Healthy – Round the Year : Advice from Marketing Doctor

Ashawin Marchant
Oct 2011

Business is like a human being – one must watch for its health & growth. Today, business is marketing. One cannot ignore the important role systematic & strategic marketing plays towards all round business development. Marketing is not magic. Marketing is a science. Marketing in any form of unplanned advertising campaign often acts like steroid, acts but for a while and takes away a lot in turn. Why not use marketing in business mix like vitamin, regular intake keeps business healthy?

Get advice of expert 'Marketing-ka-doctor'. Ask him to prescribe MARKETING PRESCRIPTIONS for your business. Like there is no medicine that works for all diseases and symptoms, only specific prescription from the qualified professional makes all the difference towards retain and regain health of business and also to grow.

Very often like, people ignore their health; SME owners ignore the value of marketing in their business. As the body slowly starts getting affected and slowly becomes weak and then sick one day, what you need is to call a doctor in emergency, but, by then lot of damage is done. Watch out for sales graphs – surges & valleys, strengths by measuring overall net margins besides estimate of reasons and mistakes occurred in marketing planning, execution and targets.

Why not take precautions, get preventive check done, why not always be alert about sales & expense figures, market facts, increasing competition like virus, and periodic check on customer service standards, towards satisfaction and overall internal & external environment one needs for running business healthy.

Smart individual makes it a rule to visit medical doctor periodically and get his body scan, diagnosis and ask for any prescription towards healthy & happy living. SME owners must also get periodic check up of his small and business done by marketing expert in terms of marketing & sales staff performance towards revenue & expenses, budget spent on all promotions viz. advertising, sales force, exhibitions participation, road shows, events and online marketing spending. This is critical in today's economy after liberalization, industrialization and most importantly after globalization. External PEST parameters if not watched, tracked and followed soon, sooner or later, SME business will be in risk.

The writer of this article who runs MARKETING KLINIC in Mumbai and also help all India SMEs by E-Consulting have noted one thing common in SME owners – do not worry about business until business gets weak & sick, do not invest anything in good time for keeping business healthy, but, call, take appointment, rush visit and expect a strong doze of marketing that will cure his business overnight, sometime ready for quick therapy and now ready to spend in frustration. Mistake – SME owners Wake Up! Get Up!! Check Up!!! Your marketing before it's too late.

Start taking care from day one now before it's too late. Take One Marketing Prescription every month, practice and continue for next 12 months. Of course, share with the marketing doctor and others in marketing community, how every prescription is making difference towards health & growth of business.

ASHWIN MERCHANT is the Founder of SME MARKETIG KLINIC, Mumbai

Reach him by phone: 022-23510752

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