Creativity in marketing involves how the business idea follows in such a way that the brand gets noticed by the speculated shoppers. Branding is done by the marketing managers holding qualifications from some of the best MBA colleges in Nashik in such a creative way that it garners the attention of the target market; hence creativity in marketing includes how you implement new product development process, integrated marketing process mobilises sales teams, generate new markets, mobilise retail infrastructure besides distribution channel.
Case Study of State Bank of India
The case study of the State Bank of India is the live trend setter of creativity in marketing, over the years, State Bank of India has been able to be a super brand and favourite brand because it has always been even able to win over the trust of its customers, launch innovative practices in sales, generating new ideas through stake holders. State Bank of India has been a favourite in rural areas as well as having branches in many countries of the world. The journey of SBI is a live case of creativity in marketing also because it has met up to the expectations of the customers also. No creativity in marketing can lead to positive business ideas without building trust. State Bank of India has been able to gain just in the rural parts and among women through innovative events for the target groups. The creativity in marketing by State Bank of India has been endorsed by the marketing and banking doyens.
The international presence of SBI is testimony of the fact that it has stayed on its promise and trust for the development of agriculture and trade driven markets in the international sphere.
Role of Marketing in Creativity, Innovation in Achieving a Competitive Advantage
The role of creativity in marketing is important due to the fact that all the marketing activities and functions are initiated by the way various creative functions include advertising, event marketing, ambient marketing, social media marketing and futuristic marketing practices ignored to create brand recognition and brand esteem. The role of marketing in creativity and role of creativity in marketing go hand in hand. Innovation in achieving competitive advantage is subject to the budget for introducing creativity and product development. Innovation may come in the form of a new product development process or creative pursuit of the marketing team. Innovation in achieving competitive advantage can be done to reach out to the target set of consumers. This innovation can be termed futuristic when surrounded by mindful set of ideas like:
*What creativity in marketing looks like today?
*Outreach
*Copywriting
*Influencers
*International marketing
*Endorsements
*Digital marketing
Design Thinking in Marketing
Use design thinking to solve your toughest marketing challenges. They go hand in hand. The use of design thinking to solve your toughest marketing challenges can be summarised by stating that design thinking goes birth to the achievement of winning over these marketing challenges. Design thinking is a field of creative knowledge and application by which the marketing managers brainstorm about the design elements of the marketing process. These design elements lead to progressive ideas in marketing and ten to claim about thinking in unique creative pursuit. Hence we can say that design thinking in marketing is applicable to the following areas mentioned below and even much more areas than the following areas:
*Understanding consumer psychology
*New product development process
*Design transformation of product/service
*Integrated marketing transformation
*Warehouse designing
*Public relation modelling
*Consumer collaborative marketing strategies etc
Design thinking helps in solving toughest marketing challenges in such a way that they are termed to be catalysts to futuristic marketing practices. These marketing challenges may have led to destroying the full marketing campaign but the marketing challenges have primarily been won over by incorporating design thinking because these design thinking elements target minuscule problems coming in the way of marketing campaigns.
The case study of Volkswagen is unique in understanding this point of view. Supply chain management of Volkswagen incorporated design thinking to solve these marketing challenges and procurement of extra units of the car were done and sourcing was done by incorporating design thinking. This worked towards fighting the toughest marketing challenge of that time which was to keep up the supplies and maintain brand equity. This case study is unique in nature because in a true sense the marketing challenge of consumer perception was possible because of implementing design thinking in their macro plan.
Supply chain management, inventory management and visual merchandising have seen a higher trend of innovation driven creativity in marketing in the last couple of decades because the brands have tried further for an intrinsic contribution towards creating a niche among the competitors. Rural Marketing trends should not be omitted in this journey of innovation, creative excellence and design thinking implementation. The rural markets have become more robust, brand conscious, pragmatic and diverse; both in terms of demand and supply.
Conclusion
Design thinking and creativity in marketing still have a long way to go because the consumer driven market has become even more volatile in terms of scaling, demand escalation, tech based sales platforms and innovation driven visual merchandising. Professionals holding an MBA in Marketing who are driven further by experienced marketing barons of the industry should therefore keep their skills chiselled at all times to encourage the usage of design thinking tools in a lucid manner. This is a very imperative idea because the global markets are still expanding and there is a huge scope for creativity in marketing in recent decades.