The Genesis of markets and marketing and reaching globalisation

Essay by mini_hn April 2007

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We will all agree that new CATEGORIES in various sectors have been created in the US and other developed countries. When new categories are being created the marketing function starts evolving. For example : Modern trade, Express industry (the courier industry- Fedex ), internet purchase (, digitizing of books (Google), purchase of industrial products - getting vendors and buyers for a negotiation (Free markets, Pittsburgh), auction on line (eBay) and many others like the iPod, etc. These are caused due to great technological innovations and fulfilling the marketing definition.

I would like to mention a non-Kotler definition of Marketing: a. Marketing is a function of Consumption and therefore expansion of markets; b. Marketing is identifying unmet needs; c. marketing is trial and error and d. marketing is a battle of perceptions.

Without getting into too much of Gyan, as I am aware that the people who will be reading this are very intelligent and have great knowledge in management and marketing and business leadership.

They are the students, the professors and the corporate executives. Welcome to read the following:I have two cases to present. One will talk on the evolution of Sanpro (expansion : sanitary protection) category and other will be on paper tissues category. Both the products are great creation of the then Kimberly Clark. I think Kimberly Clark has been acquired by bigger fishes, now. Find out for yourself, if you're the inquisitive marketing person.

THE SANPRO CATEGORY : Brand : KOTEX :In most of our Hindu families, women had to exhibit a different behavior during their Menstrual period times. To mention some behaviors: women had to sit separately at a remote place, not mix about, nobody should touch them, they wouldn't bathe for those three days, use linen to arrest the biological event, don't cook, and...