Page 42 - Banking Finance March 2021

ARTICLE

MARKETING: A

PRACTICAL

PERSPECTIVE

FOR FIELD UNITS

'Business has only two basic functions - new brand like Sensodyne. Think for a moment if there was
no advertisement of Sensodyne, how many of the consumers
marketing and innovation.'
would have purchased it.
- Peter Drucker
But, just putting advertisement is not enough, the way it is
Peter Drucker in the above insightful statement has given a done is more important. Sensodyne focused on sensitivity
very powerful direction to businesses i.e. to focus on issue and all its advertisements are targeted towards
marketing and innovation. creating value in the minds of customers about solving
sensitivity problem and therefore this toothpaste brand
Businesses must have observed that marketing act as a made its place in shop's shelf and also in consumer's home.
catalyst which improves brand awareness and zooms sales
and profits figure. Marketing is all about creating value for the customers.

Simple example can be Sensodyne. A market which was But to create value, we as a brand should know what our
mainly captured by Colgate, was difficult to penetrate for a customers need, what they want & require. So that
companies can develop and customize products and services

About the author and communicate their marketing messages in way to
satisfy those needs and earn profits for the organization.
Nitin Negi
Faculty, Retail Banking and Marketing Therefore, marketing starts with understanding needs of our
Discipline (Chief Manager) customer.
Union Bank of India
Staff Training Centre, Gurgaon As a banker, in whatever position we are whether front staff,

42 | 2021 | MARCH | BANKING FINANCE