Marketing Plan is generally devised to eventually increase the demand for a product or a service considering ones strengths & weaknesses; and the threats and opportunities provided by the external environment.
On the other hand, de-marketing plan is devised to decrease the demand for a product or a service so as to serve a specific purpose. In the present case study, the problems faced by Mumbai are discussed.
Why Mumbai needs de-marketing?
India is a populated and a developing country. One of the challenges facing India is unbalanced growth across different parts of India.
Mumbai is the commercial capital of India and therefore an attractive destination for job and career-oriented people. This has led to mass migration of people to Mumbai. However, Mumbai, like any other city, has limited resources in terms of land, funds availability, etc. As a result, mass migration has put tremendous pressure on the infrastructure development in Mumbai.
1) 60% of the population lives in slums.
2) In next 20 years Mumbai will be the slums capital of the world.
3) Public transport system is getting overcrowded due to mass migration.
4) Water supply is inadequate.
5) Infant mortality rate is high
6) Mumbai is the next costliest place only to new York.
7) Railway system is clogged.
8) Infrastructure is an issue in itself.
Reference: Actual case study provided to students in Vivekanand College of Management