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

Value Creation – Visibility Marketing for SME Company / Business

Ashawin Marchant
Nov 2010

‘Ignorance of marketing is a great risk” the words of caution by the marketing expert was paid due attention by forward looking, visionary, dynamic SMEs and as a result they have been successful enough not just to survive in difficult times, but also stay ahead of competition in India and from global competitors in the region. Even some of the most outstanding SMEs started making a fortune in overseas market.

What made these SMEs different from rest of the others in SME domain?

First is their aptitude and attitude towards looking at things in reference to 3Cs viz. change, competition and customers. SME promoters of these companies changed with the changing time, change in trend. They understood with an open mind the way in which they used to do business in yester years, and if they continue doing so now, what are the risk elements in future? They immediately hired professional experts in respective areas who helped them defined their vision, plan the business development, implementation through process of reengineering as & where required. Rightful steps were taken to invest in marketing – the important business function which all these years was ignored.

Limited knowledge about marketing prevails with majority of SMEs as a myth of marketing to be advertising, sales promotion, and event. Besides this, SME owners' experience of other marketing tools like telemarketing, mobile calling and SMS to name just a few, made a distinguished difference. Whereas some believed marketing is the advertising in yellow pages, souvenirs, social magazines and directories and free listing on web based trade portals. Participating in local exhibition is often converted as social networking joint.

Value of professional's expertise

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