Marketing myopia refers to a short-sighted focus on products instead of customer needs. Theodore Levitt coined the term to describe companies that want to sell existing products without considering changing customer demands. Marketing myopia can be prevented by adopting a marketing concept focused on customer satisfaction rather than just the product. Examples provided in the document show how companies like Kodak and Sony fell victim to marketing myopia by not adapting to new technologies that better served customer needs. The document recommends companies take a solution-centric, customer-centric approach and be aware of potential substitutes to avoid suffering from a narrow focus on their existing products.

1. Marketing Myopia
Presented byAditya Pilkhane, Sanjay Talukdar & Sumit Jaiswal

2. Understanding Marketing
Myopia
Term coined by Theodore Levitt
 Refer to the short sightedness
 The marketer wants to sell the product
and services, without much focusing
on the customer demands/needs.


3. Understanding Marketing
Myopia
Also can be defined by:
Marketing Myopia is narrow minded
approach to a marketing situation
where only short-range goals are
considered or Where the marketing
focuses on only one aspect out of
many possible marketing attributes
 Can be prevented:
Product Concept - Myopia
Marketing Concept - No Myopia


4. Causes
Company thinks, its growth is
guaranteed by expanding population
 Believe there is no competitive
substitutes
 Mass Production- Not concentrating
on the needs of the customer
 Focusing on product rather than the
customer (Lacking innovation)
 Not considering the changing
consumer lifestyle in digital age


5. Green Marketing Myopia
Green marketing must satisfy two
objectives: improved environmental
quality and customer satisfaction
 EG: Greenheart Phones- Sony
Erricson


6. Example: 1- Kodak
Kodak film camera: Fall prey to
Marketing Myopia
 Sony Digital Camera invaded the
market which was a roaring success


7. Example: II- Sony
Now it was the turn of Sony (Sony
Walkman)
 Apple introduced a innovative product
which was a huge success


8. Example: III- Frankfinn
Frankfinn- India’s No 1 Air Hostess
Training Institute
 Hit hard by slow growth in Indian
Airlines industry
 Now trying to portray as India’s best
Hospitality trainer


9. Example: IV- MSN Messenger

10. Avoid Myopia
Solution Centric focus
 Customer Centric
 Marketing is not only about selling
 Aware of substitutes to the Industry
 Disruptive Innovation


11. Why Pepsi isn’t suffering from
Myopia

Diversification into other markets

12. Conclusion
To ensure continued growth for the
company, concentrate on
meeting customer’s needs rather
than selling products
 It’s good if the business organization
is suffering hypermetropia rather than
myopia.


13. Thank you!