Bt Brinjal: Application of Mega marketing principles for entry into blocked markets

Abstract

The study has looked into how the two additional Ps of marketing, Politics and Public Relations, as suggested by megamarketing concept, can enable firms to enter into blocked markets. For this purpose, the backdrop of current controversy surrounding approval and introduction of GM seeds of Brinjal (Bt Brinjal) is used. To understand the various aspects of using Politics and PR for marketing, secondary research has been carried out. The secondary research consists of literature survey of various articles and papers covering the concepts of domesticated markets and also the use of Politics and PR in international marketing. Also the case study approach is used where several examples of firms trying to enter blocked markets is studied. After the secondary research, the various stakeholders and their motivating factors in the Bt Brinjal controversy were identified. Then depth interviews were conducted of the representatives of the two major stakeholders was conducted, which helped identify some of the key characteristics and also loopholes of each of their individual strategies. The study then finally draws upon the various factors and variables uncovered required for entering the blocked markets to come up with a rudimentary framework that firms should follow for entry.