What is Megamarketing and how to apply the concept created by Kotler?

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Communication between a company and its public is a fundamental part of what we know as classic Marketing , but there are also administrative and political issues involved when it comes to positioning a company in society. Therefore, it is essential to better understand what Megamarketing is.

The dimensions of marketing extend far beyond the context in which buyers and sellers transact. There is also a broader dimension comprised of the influence of public policies, labor groups, commercial entities, and some of the key features of band large authorities on corporate interests.

Understanding this concept is essential to having a broader perception of the importance of Marketing and how the results of a company - especially its expansion in a market - go beyond the relationship with the public.

Read on to understand what Megamarketing is!

What is Megamarketing?
How does this concept work?
How is Megamarketing applied in the market?
How should companies perceive marketing changes?
What is Megamarketing?
Megamarketing is a concept created by Philip Kotler to address the elements of marketing that go beyond the relationship between a brand and its audience .

These are external factors that can affect the public perception of brands and impact their development and stabilization in the market. Kotler preaches in this idea the need for companies to apply efforts beyond positioning brands in a market and being able to reach their audience.

The idea of ​​managing external factors is to allow all these elements to remain under control, basically guaranteeing two objectives:

eliminate negative influences from external factors (governments, entities, commercial groups, among others);
obtain positive influence by encouraging large corporations to have a qualified perception of the brand, which can influence the public's perception of it.
How does this concept work?
The premise behind Megamarketing is that there is much more than advertising and public relations within Marketing.

Although these are the most recurrent topics and, in fact, generate a more visible impact, as they are the main concern of marketing teams, administrative work is necessary.

As consumers, it is common to be unaware of all the work that goes into a new company that has established itself in the market with a successful and ascending brand building.

This is just the tip of the iceberg, its entire enormous base, which is not visible, is the one that has a mega dimension and is made up of influences and good relationships. Megamarketing is what, in fact, guarantees the means to overcome barriers and open markets.

For a smartphone manufacturer to launch a new technology, for example, there is a lot of prior work involved in approving and negotiating restrictions.

Importing spare parts, hiring labor and manufacturing authorizations are bureaucratic issues that must be negotiated to serve the interests of the public, businesses and governments.

It is not simply about finding a way to launch a product or authorize the operation of a certain brand in a country.

Megamarketing's work focuses on bringing together, negotiating and strengthening relationships in order to be able to show groups and authorities that the interests at stake can be favorable to everyone. It is important to make it clear that Megamarketing must always comply with the law.

How is Megamarketing applied in the market?
In order to gain market space, expand operations to other countries and, in general, to be able to act in a way that reaches their public, companies need to apply Megamarketing.

This concept is carried out through a set of continuous efforts that will help achieve the desired results, regardless of the level of complexity of the context in question. Below, we will show you how Megamarketing is applied through essential actions.

Using PR
PR work is, in fact, the starting point for adapting a company to external elements. Companies must not only be attentive to their audience and what they want, but also to the communities that surround them.

Public interest and expectations will also shape the segment in question, so it is essential to work to understand and adapt to the environment. This department will also work with the main media outlets, ensuring that they can have the best possible perception of the company.

It is not about trying to influence or sell a non-existent image, but about maintaining proximity to these vehicles and ensuring that they will always have access to the company's position and how it presents itself to society.

Good PR work must be fully aware of the social and market context to which the company adapts. Therefore, building the perfect environment for the company's performance, considering the premises of Megamarketing, involves the efforts of this department.

Seeking power and impact
Having impact and power are two things that companies need to dominate markets and gain the authority necessary to promote and stabilize their brands.

These objectives cannot be achieved with traditional advertising strategies alone. What defines the size of a company in its context is not only the audience it is trying to reach. To have a great influence, it is essential to be associated with the most relevant organizations in a market.

For example, working with associations related to the segment in question, the need to maintain a dialogue with governments and openness to an increasingly close dialogue with those who have the power to decide.

We must not interpret the quest for power as greed or an attempt to unduly influence a market. In order to be solid and lasting, everything in marketing must be legitimate.

Powerful companies are built on dialogue, participation in important decisions in the segment and, above all, availability. This generates growth for the brand and places it as one of the main competitors in its market.

Aiming for market expansion
Expanding borders is a common goal for many companies, whether they are multinationals or those looking to make this move for the first time. Entering a new country, with a new culture, habits and expectations from the public is not the only challenge.

Megamarketing helps to deal with larger issues, such as government policies that may prevent these companies from operating. Some countries impose restrictions on the arrival of new companies, limiting markets and controlling the freedom of foreign companies.

In such cases, the success of this new venture in another nation may depend on administrative efforts to generate proximity, showing the local government that there are advantages for all parties involved.

The removal of trade obstructions depends on negotiations and also on the ability to demonstrate the success of the arrival of a new competitor in the local industry. To achieve this, it is essential to have a well-defined presentation strategy, something that is a direct work of the Megamarketing strategy.

Managing market perception
Products and services have a huge impact on building a company's credibility with the public and the market.

As obvious and striking as it may be for people, it is always important to study how Megamarketing has its relevant percentage in the construction of a company's image. This is only possible, also, if there are larger institutions that support it.

There is a lot of work to be done in dealing with media agencies, communication vehicles, sponsorships of relevance to society, support from regulatory bodies, among others. When the relationship is properly built with these institutions, brands can build a much more reliable name in different markets.

Often, it is the approval of a larger institution that changes public opinion about a company. This is a job that is not only done with simple advertising and marketing in traditional channels. The administrative and public relations department is indispensable.

How should companies perceive marketing changes?
Philip Kotler talked about Megamarketing in 1986, and the concept is becoming more relevant every day. There are many studies on how this whole vision has gained relevance in such a short time. It is up to companies to keep up to date with strategies, practices and technologies.

Among the most modern and important concepts that Kotler has continued to develop, Marketing 4.0 is undoubtedly the one that best reflects the reality of the market and companies in a time when technology and digital resources set the standard.

Companies will have to adapt to digital transformation and their managers will have to be aware of the changes, especially with regard to new digital technologies and the use of data. It is essential that they observe how new technologies impact the behavior of their consumers .

Megamarketing is one of the modalities that is gaining strength in an economy of data-driven decisions. It is essential to guarantee this administrative work of expansion and stabilization, so that your company is solid in all markets.