1 Thriving with Marketing g3.0 HSM Sao Paulo November 10, 2010
2 MARKETING S LOSS OF EFFECTIVENESS MARKETING will be less effective in the next few years Marketing budgets will be lower Companies will want marketers to do more with less DISTRIBUTORS TRADITIONAL MEDIA COMPETITION PUBLIC SOCIAL MEDIA NETWORKS DISTRIBUTORS will demand more TRADE PROMOTION. This will leave less money for marketing research, advertising and consumer promotion for brand building and ultimately reduce brand equity. Investors will then downgrade the stock. This will leave the company with fewer resources to prop up demand. d This is a VICIOUS CIRCLE Traditional media such as TV 30 second spots, newspapers, etc., are growing LESS EFFECTIVE Categories are so crowded with competitors that heavy price cutting will be UNAVOIDABLE The public, in its wish to spend less, will be less inclined to pay higher prices for top brands where the quality differences are minimal. There is a strong shift to store brands and sub brands. This means that top brands are overvalued and there may be a brand bubble. Social media networks will play an increasingly influential role in shaping brand evaluations
3 STRATEGIC vs TACTICAL MARKETING Most marketing departments are engaged in brand maintenance instead of brandbuilding. Companymarketersspend marketers spend only % of their time doing true marketing activities. The rest of the time is spent on forecasting volume, securing approvals on label artwork, checking manufacturing schedules, and doing routine analysis. Strategic marketing is missing in many marketing departments. Strategic marketing requires taking a 3 5 year view of the business. Downstream Marketing Markets TODAY s Product Upstream Marketing Create TOMORROW s Product
4 MUST MARKETING BE RE INVENTED? MARKETERS are prisoners of an OLD PARADIGM MARKETERS are operating in a TIME WARP Companies aim to maximize profits Company investors are more important than other stakeholders Customers buy rationally to maximize value Customers get most of their information from sellers and don t talk to each other about products Don t acknowledge the growing power of the customers Don t acknowledge the growing power of the channels and other stakeholders Don t acknowledge the new social media world and their growing social responsibilities WE NEED TO.
6 MARKETING 1.0 vs MARKETING 2.0 vs MARKETING 3.0 MARKETING 1.0 MARKETING 2.0 MARKETING 3.0 Product centric Customer oriented Value driven Marketing Marketing Marketing Objective Sell products Satisfy and retain the consumers Make the world a better place Enabling Forces Industrial Revolution Information Technology New Wave Technology How companies see the market Mass Buyers with Physical Needs Smarter Consumer with Mind and Heart Whole Human with Mind, Heart, and Spirit Key marketing concept Product development Differentiation i i Values Company marketing guidelines Product specification Corporate and Product Positioning Corporate, Vision, Values Value propositions Functional Functional and Emotional Functional, Emotional, and Spiritual Interaction with consumers One to Many Transaction One to One Relationship Many to Many Collaboration
7 THREE FORCES SHAPING MARKETING 3.0 The Age of The Age of The Age of
8 THREE FORCES SHAPING MARKETING 3.0 The Age of The Age of The Age of
9 The Age of PARTICIPATION & COLLABORATION Expressive Collaborative COMPUTER LOW COST INTERNET MOBILE PHONE Open source SOCIAL MEDIA ALL THESE MADE IT POSSIBLE FOR INDIVIDUALS TO
10 Marketers have Lessening Influence in Shaping Their Brand dimage Person to person conversations about many products can exceed the amount of communication under the company s control. Thus a brand can be hijacked. see Alex Wipperfürth, Brand Hijack: Marketing without Marketing, New York: Portfolio, 2005 FOUR POSSIBILITIES Everyone is talking negatively about the company There is no talk about the company The talk is a mix of good and bad comments Virtually all the talk is favorable Consumers play the key role of creating the value through co creation of product and service Managers listened to the consumers voices to understand their minds and capture market insights
11 P&G s OPEN INNOVATION Approach The P&G model exemplifies a starfish because it has no head and is more like group of cells working together. The open innovation i program leverages P&G s network of entrepreneurs and suppliers around the world to provide fresh and innovative product ideas. Olay Regenerist Swiffer Dusters The Crest SpinBrush
12 THREE FORCES SHAPING MARKETING 3.0 The Age of The Age of The Age of
13 The Age of GLOBALIZATION PARADOX Information Technology Transportation Technology BUT (developed nations do better than poorer nations)
14 THREE FORCES SHAPING MARKETING 3.0 The Age of The Age of The Age of
15 The Age of CREATIVE SOCIETYand HUMAN SPIRIT MARKETING People in the creative society areright brainers inscience science, art, and professional services. Daniel Pink in A Whole New Mind portrayed human evolution: Reliance on muscles (farmers, blue collar workers) White collar executives (Left Brain) Artists (Right Brain) In the Creative Class,, Richard Florida shows that the creative sector in the U.S. and Europe has risen significantly and has a great influence on technology and culture. C. K. Prahalad in his The Fortune at the Bottom of the Pyramid made a strong case on how creativity ii operates strongly in poorer societies. i Consumers are now not only looking for products and services that satisfy their needs but also searching for experiences and business models that touch their spiritual side. Supplying meaning is the future value proposition in marketing.
17 THE FUTURE OF MARKETING THE DISCIPLINES OF MARKETING TODAY S MARKETING CONCEPT FUTURE MARKETING CONCEPTS PRODUCT MANAGEMENT The Four Ps (Product, Price, Place, Promotion) CO CREATION CUSTOMER MANAGEMENT The STP (Segmentation, Targeting, and Positioning) COMMUNITIZATION BRAND MANAGEMENT Brand Building CHARACTER BUILDING
18 CO CREATION Evolution of a company s relationship to its customers: Make a Product Refine the Product Invite Customers with minimal i with extensive to provide ideas and customer testing customer input and co create testing The new ways of creating product and experience through collaboration of companies, consumers, suppliers, and channel partners interconnected in a global network of innovation C.K. Prahalad and M.S. Krishnan, The New Age of Innovation: Driving Co created Value Through Global Networks, New York: McGraw Hill, 2008 Three key processes of : 1 A company creates a 2 Individual consumers 3 Ask for consumer feedbackand and platform. customize the platform to match their own unique identity. enrich the platform by incorporating all the customization efforts made by the network of consumers.
19 THE DORITOS CO CREATION CONTEST Consumers also contribute ideas for advertising i The Free Doritos advertisement Video of FREE DORITOS It shows that t user generated td Theuser generated ad won the content can reach consumers top spot at the 21st USA Today better when it is more relevant Super Bowl Ad Meter defeating and more natural in their minds ads made by professional agencies
20 COMMUNITIZATION Consumers want to be connected to other consumers, not to companies. Companies should help consumers connect to one another in communities and support communities Seth Godin, Tribes: We Need You to Lead Us, New York: Portfolio, 2008 POOLS WEBS HUBS Consumers share the same values although they do not necessarily interact with one another. They are primarily brand enthusiasts. Consumers interact with one another through social media on a one to one basis. Consumers gravitate around a strong figure and create a loyal fan base. Susan Fournier and Lara Lee, Getting Brand Communities Right, Harvard Business Review, April 2009
21 CHARACTER For Brands to be able to connect with human beings Today s consumers who view a brand can immediately judge whether it is Brands need to develop an authentic DNA that reflects their identity in consumers social networks fake or real according to their conversational social networks experience epe eceon the Internet James H. Gilmore and B. Joseph Pine II, Authenticity: What Consumers Really Want, Boston: Harvard Business School Press, 2007
22 THE MODEL OF 3i brand integrity The GOOD Outdoorinspired Footwear and Apparel Company Engaged Citizenship Environmental Stewardship Global Human Rights
23 HYPOTHETICAL STARBUCKS BRAND POSITIONING BULLSEYE CONSUMER TARGET Discerning Coffee Drinker CONSUMER INSIGHT Coffee and the drinking experience is often unsatisfying CONSUMER NEED STATE Desire for better coffee and a better consumption experience Caring Green & Earth Colors 24 hour training of baristas Totally integrated system Responsible, Locally involved Relaxing, Rewarding moments Reach sensory consumption experience Contemporary Brand Mantra Rich, Rewarding Coffee Experience Convenience, Friendly service Fairly Priced Fresh, high quality coffee Varied, exotic coffee drinks Stock option/ health benefits or baristas Ti Triple Filtrated water Thoughtful Siren logo CONSUMER TAKEAWAY Starbucks gives me the richest possible sensory experience di drinking coffee CONSUMER INSIGHT Local cafes, Fast food & convenience shops
24 PRIMAL BRANDING Primal Branding = Brands as a complex belief systems SEVEN assets make up this belief system or Primal Code : All have a primal code or DNA that resonates with their customers and generates their passion and fervor. 1 A Creation Story 2 Creed 3 Icon 4 Ritual 5 Sacred Words 6 A way of dealing with non believers 7 A good leader Patrick Hanlon, Primal Branding: Create Zealots for Your Brand, Your Company, and Your Future, Free Press, 2006;
25 BRAND JOURNALISM Brand Positioning = Brand Journalism Marketers should communicate different messages to different market segments at different times, as long as they broadly fit within the basic brand image. Larry Light, former McDonald s CMO McDonaldsispositioned differently in the minds of kids, teens, young adults, parents and seniors. It is positioned differently at breakfast, lunch, dinner, snack, weekday, weekend, with kids or on a business trip., y,, p
26 Values Based Matrix Model INDIVIDUAL Mind Heart Spirit COMPAN NY Mission (Why) Deliver SATISFACTION Realize ASPIRATION Practice COMPASSION Vision (What) ProfitAbility ReturnAbility SstainAbilit SustainAbility Vl Values (How) Be BETTER DIFFERENTIATE Make a DIFFERENCE
27 S. C. JOHNSON VALUE BASED MATRIX MIND HEART SPIRIT Mission Contributing to the community well being as well as sustaining and protecting the environment Promoting reusable shopping bags Base of the Pyramid Vision For SC Johnson, creating To be a world leader in delivering sustainable economic innovative solutions to meet value means helping human needs through communities prosper while sustainability principles i achieving profitable growth for the company. Sustaining Values: SC Johnson Public Report Values Sustainability We create economic value We strive for environmental health We advance social progress We believe our fundamental strength lies in our people.
28 Marketing the Mission to Consumers Employees Channel Partners Shareholders
29 Marketing the Mission to Consumers Employees Channel Partners Shareholders
30 CUSTOMERS ARE SUSPICIOUS OF BUSINESS Since the early 2000s, a string of corporate scandals WorldCom, Tyco, Enron has made corporate values almostmeaningless meaningless to consumers and employees. Add to this the recent financial meltdown. In a 2009 survey, only 16% of respondents respect the integrity of business executives. And car salesmen and advertisingexecutives executives were the least admired by the public
31 Marketing the Mission to CUSTOMERS Character Anita Roddick as a Passionate Reformer Walt Disney as the creator of entertainment Plot To help women take good care of their skin and to be caring persons To produce happy times Metaphor Care Happy Families
32 Marketing the Mission to Consumers Employees Channel Partners Shareholders
33 THE TRIPLE BOTTOM LINE MODEL FOR EMPLOYEES To target the minds, hearts, and spirit of current and future employees, the company uses THE TRIPLE BOTTOM LINE concept: MIND HEART SPIRIT Economic Value Social Progress Environmental Health The company s The company hires Offering the fundamental strength working mothers and opportunity to do lies in our people was dubbed as one of what s right for the 100 best companies environment and for working mothers social sustainability
34 Marketing Corporate Values to EMPLOYEES A company needs to develop a strong statement of core values. Often the company will exhibit a central theme: Collaboration: Cisco, Mayo Clinic Creativity: 3M, Ideo, Apple Family balanced work lifestyle: S. C. Johnson Distribute the statement to each employee and to the other stakeholders Hire new employees who fit these values Build these values into the behavior of every employee through training and example Eliminate policies that are not consistent with core values Employees will act as Values Ambassadors
35 BENEFITS OF CORE VALUES Having great core values delivers several payoffs: A company with values has an advantage in competing for tl talentt Itcan attract better employees andretain them longer Theproductivity oftheemployeesis employees higher whentheyhavea have a good set of values to guide their actions Employees become better company representatives to serve the consumers The company is more capable of managing differences within a wide spread organization
36 EMPLOYEES Care AboutTheCompany Mission 50% of MBA graduates said that they were willing to take lower pay to work in a socially responsible company. Companies that defend their values even when they hurt their business will get admiration at from the eemployees. Bagel Works buys smaller bags of flours to avoid back injuries to employees that carry them, although purchases in smaller packaging are more expensive The happiness of employees has a significant impact on their productivity. The Sunday Times 100 best companies to work for outperform the FTSE All Share Index by between 10% and 15% Companies with a social purpose can gain advantage by shaping their competitive environment. Marriott is educating its employees who may come from backgrounds of limited education. By adding education as part of its values, Marriott is able to hire better and more productive employees
37 MANAGING GLOBALLY THROUGH STRONG VALUES A big corporation has multiple offices with diverse employees. Shared values reduce the differences and integrate the employees in one corporate culture. Strong values embedded in every employee give the company the confidence to empower employees who are distant from the corporate headquarters. Companies with strong shared values usually succeed with decentralized or localized decision making. These values help companies not only to standardize but to localize as well.
38 EMPOWER EMPLOYEES THREE methods of employee involvement: Encourage volunteering A SuperCorp, according to Kanter, is a company that has bigger societal purposesembedded embedded inhowthey makemoneyhigh impactvolunteeringmoney is one way to be a SuperCorp Encourage innovation behavior Encourage employees to vote on company issues
39 Marketing the Mission to Consumers Employees Channel Partners Shareholders
40 Marketing the Values to THE CHANNEL PARTNERS In MARKETING 3.0, collaboration between two business entities is like a marriage between two human beings.
42 STEPS IN CHOOSING A CHANNEL PARTNER Both entities should ask themselves whether both of them desire a win win outcome. Good partnership creates a horizontal relationship not a vertical one. Each entity should derive equitably from the collaboration They should investigate whether both business entities uphold a high quality standard. Each business entity should identify its potential partner s unique values and determine the compatibility with its own unique values.
43 MANAGING YOUR CHANNELS Companies should understand their products margin contribution, inventory turnaround rate, and general strategic importance to the channel partners. Companies should demonstrate genuine concern and active management at the retail level through co op op marketing, in store promotion, and ensuring a brand s presence in retail outlets. A company should also care and understand its channel partners general impressions and satisfaction. Aim for company channel integration based on regular information sharing and joint strategic planning.
44 Marketing the Mission to Consumers Employees Channel Partners Shareholders
45 THE HUMAN SPIRIT IN THE CAPITAL MARKET Touching the human spirit in the capital market is a challenge. To convince shareholders h of Marketing , the company needs to provide tangible evidence that the practice of sustainability will improve shareholder value by creating a competitive advantage. Sustainability The issue is to find a linkage of between sustainability, profitability, and t bilit? Profitability Returnability returnability THREE important metrics that can be quantified financially are: Improved cost productivity Higher revenue from new market opportunities Higher corporate brand value
46 Three Missions For the Marketing 3.0 Company Bond with Customers Improve the Lives of the Poor Sustain the Planet
47 BONDING WITH CUSTOMERS Are there any companies that you love or would deeply pymiss if they went out of business?
48 Companies Americans Love Amazon, Best Buy, BMW, CarMax, Caterpillar, Commerce Bank, Container Store, Costco, ebay, Google, Harley Davidson, Honda, IDEO, IKEA, JetBlue Johnson & Johnson, Jordan's Furniture, L L Bean, New Balance, Patagonia, Progressive Insurance, REI, Southwest, t Starbucks, Timberland, Toyota, Trader Joe's, UPS, Wegmans, Whole Foods. The researchers found these firms of endearment to be highly profitable. They also found eight characteristics common to these firms.
49 Characteristics of Firms of Endearment They align the interests of all stakeholder groups Their executive salaries are relatively l modest They operate an open door policy to reach top management Their employee compensation and benefits are high for the category; their employee training is longer; and their employee turnover is lower They hire people who are passionate about customers They view suppliers as true partners who collaborate in improving productivity and quality and lowering costs They believe that their corporate culture is their greatest asset and primary source of competitive advantage. Their marketing costs are much lower than their peers while customer satisfaction and retention is much higher.
50 IMPROVING THE LIVES OF THE POOR Philips in India positions itself as a healthcare services provider for rural communities. To improve access to primary healthcare for low income DISHA communities through affordable (Distance Healthcare services through a specialized mobile Advancement Project) clinic offering low cost diagnostics focusing primarily on mother and child and trauma treatments ConocoPhilips in Venezuela positions itself as agent of change that develops skills for women entrepreneurs. The local community makes a decision on what businesses would be most appropriate. The women receive microcredit loans and set up their own small businesses.
51 MY THREE HEROES John Wood, Leaving Microsoft to Change the World. Raised money to build libraries and bring books to Nepal, especially to further girl s education. Greg Mortenson and David Oliver Relin, Three Cups of Tea: One Man s Mission to Fight Terrorism and Build Nations One School at a Time, Built schools in Pakistan especially for girls. Tracy Kidder, Mountains Beyond Mountains: y, y The Quest of Dr. Paul Farmer, a Man Who Would Cure the World.
52 PRACTICING SUSTAINABILITY Most companies, especially public companies, focus on the short term to the detriment of their long term profitability. In September 2009, a year after the fall of Lehman Brothers, 28 prominent figures that include Warren Buffet andlouis Gerstner signed a jointstatement to put an end to short termism in the financial markets and create policies that nurture long term value creation for shareholders and society.
53 THE SUSTAINABILITY DILEMMA DEFINITION Companies see sustainability as p y long term survival of the company SUSTAINABILITY Society sees sustainability as long term survival of the environment and the social well being Companies C i need to see the synergy between between those two
54 THE PROBLEM OF SCARCE RESOURCES Natural resources are getting scarcer and may not support a strong growth in consumption in the long run. Those who manage the scarcity of resources will be the ultimate winners. In the 1990s, industry got on board by trying to cut pollution. In the 2000s, industry then turned to making eco friendly products. Wal Mart embraced sustainability in 2006:. Wal Mart pledged to improve its productivity with more environmentally sound practices. It told suppliers to adopt eco friendly practices to qualify as a supplier to It told suppliers to adopt eco friendly practices to qualify as a supplier to Wal Mart
55 SUSTAINABILITY AND SHAREHOLDER VALUE A.T. Kearney found that sustainable companies tend to outperform their peers during the financial crisis. A 2008 survey by the Economist Intelligence Unit confirmed that there is a link between corporate sustainability and strong share price performance. Executives from companies that put more emphasis on social andenvironmental impacts reported annual profit growth of16% and share price growth of 45% while those from companies that did not put a lot of emphasis reported annual profit growth of only 7% and share price growth of only 12%. Moreover, executives believe that the concept of sustainability is good for, p y g corporations in attracting consumers and employees and improving shareholder value
56 TRACKING SUSTAINABILITY We need indices that measure how well a company performs in the triple bottom line: profit, planet,andand people. The AIM: To encourage companies to improve their economic, environmental, and social impact on the society. Company Approach FTSE4Good Index Dow Jones Sustainability Index Goldman Sachs Good companies as companies that work toward environmental sustainability, have positive relationship with all stakeholders, protect universal human rights,,possess good supply chain labor standards, and counter bribery practices Corporate sustainability as a business approach that creates longterm shareholder value by embracing opportunities and managing risks deriving from economic, environmental and social developments. Introduce the GS Sustain Focus List, which includes the list of companies with sustainable practices
57 Timberland Goes Green Timberland is a leader in the design, engineering and marketing of premiumquality footwear, apparel and accessories for outdoor consumers. It believes in doing well by doing good. In shoes, Timberland uses recycled materials, non chemical substances as much as possible, made in energy saving g factories. The label gives consumers information about the product they are purchasing, including where it was manufactured, how it was produced, and its effect on the environment. Timberland gives back to communities. Under the Path of Service program, its employees have contributed over 200,000 total hours of service that benefited over 200 community organizations in 13 countries, 26 states and 73 cities. To commemorate Earth Day, Timberland plants a tree on behalf of each consumer who spends $150. Timberland has also done such things as offering $3,000 incentives to employees who purchasehybridhybrid cars. Other companies in this category are Patagonia, Whole Foods Market, Fetzer Vineyards, and Herman Miller.
58 MOVING TOWARD THE MARKETING 3.0 Marketing 1.0 Marketing 2.0 Marketing 3.0 MIND HEART SPIRIT PRODUCT CENTERED CUSTOMER ORIENTED VALUES DRIVEN ECONOMIC VALUE PEOPLE VALUE ENVIRONMENT VALUE PROFITS SOCIAL PROGRESS SUSTAINABILITY Where is your company now? Where do you want it to b? be? Why? What would steps would you take?
59 The Challenge Re moralize themarket Re localize the economy Re capitalize the poor See Phillip Bond Red Tory
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