Marketing Management Marketing Management Scène of the New Scène of the New

MillenniumMillenniumIIM – CNAM January 2008IIM – CNAM January 2008

Adeeb MunimAdeeb Munim

1 - 2

• Reflects Reflects Research, Research, Thinking, Thinking, Experience from 4 Experience from 4 Continents Continents

• Principles & Principles & Practices Practices in in Western & Eastern Western & Eastern marketsmarkets

Focus on Marketing Functions: Consumer-influenced & Technology-induced changes

Scope of the article“Marketing Management – Intern’l

Perspectives”

• Equal Vision Equal Vision

• Western World Western World pioneeredpioneered & Eastern & Eastern World World imitate, adapt imitate, adapt to Needs, Values, to Needs, Values, CultureCulture

1 - 3

Content

1 - 4

Beginning Enlarged Sales Management = Responsive Selling

20th Century Science = Process, Planning to deliver G&SMid …. Product Design + Communication + Consumer

Behavior Customer Studies+ Ethics+ Social Response

End …. Relationships + Relationships + Communication /Media

Obsolescence + Flexible Prod. + Digital Marketing

Today Functions spreading Production, Consumption

Obsolescence Planning, Flexible Prod. System , Outsourcing Strategy

Keyword: Keyword: Marketing Management in Continuous Marketing Management in Continuous ChangeChange

What is Marketing Management ?

1 - 5

Factors of Change• Consumer AwakeningConsumer Awakening

More servicesMore services

• CompetitionCompetition Enlightment of Marketer communityEnlightment of Marketer community

• Development of TechnologyDevelopment of Technology IT, Internet , Mobile PhonesIT, Internet , Mobile Phones

Keywords: Consumer, Competition, Keywords: Consumer, Competition, TechnologyTechnology

1 - 6

Impact of Technology Change

Corporation ModelOperations

Traditional ->InnovativeGeocentric -> Multi-location

Customer BehaviorCustomer Loyalty StrategyCRM / MultichannelDirect Selling, Marketing

New Regulations

IntegrationNew SystemSupplier/Distributer

Interactive MarketingNew Retail Citizen

Independent, EmpoweredHi Quality, Lo CostAnytime, AnywhereFast DeliveryPayment Security

Marketing: Fast, Flexible, Focus, Marketing: Fast, Flexible, Focus, Friendly, FunFriendly, Fun

1 - 7

• Market Manger Market Manger ConcernConcern

CRM /MultichannelCRM /MultichannelCustomer LoyaltyCustomer Loyalty

• Supply ChainSupply ChainCurrencies, LawsCurrencies, LawsLanguagesLanguages

• New challengesNew challengesCommunicationCommunicationcross border,cross border,Logistics, CustomsLogistics, Customs

• E-markets E-markets segmentsegmentVertical, HorizontalVertical, Horizontal

E-markets successful attitudes: E-markets successful attitudes: Expertise, Partnership, Brand, Expertise, Partnership, Brand,

First MoverFirst Mover

Managing Relationships

1 - 8

Multichannel MarketingTraditional & e-commerce, e-procurement Traditional & e-commerce, e-procurement Internet, MobileInternet, Mobile

Multichannel Multichannel StrategiesStrategiesActivity Data DrivenActivity Data DrivenStandardized +OpenStandardized +OpenCustomization, Individual Customization, Individual Comm.Comm.Prod. Distribution & ReturnsProd. Distribution & Returns

DifficultiesDifficultiesLogistics, Fast DeliveryLogistics, Fast Delivery

TechniquesTechniquesData-mining analytical Data-mining analytical techniquestechniquesSpending PatternsSpending PatternsLike-minded Like-minded CustomersCustomers

Customer Base, Loyalty

1 - 9

Multichannel MarketingRelationships between different channelsRelationships between different channels

ChallengesChallengesNew Gov. New Gov. RegulationsRegulationsTrustTrustNetwork PartnersNetwork PartnersOnline Marketing Online Marketing

Right Products & Good Right Products & Good LogisticsLogisticsInternal :BI, KMInternal :BI, KMExternal : CVM, CRM External : CVM, CRM IntegrationIntegrationOnline/OfflineOnline/OfflineIntertwined Purchasing, Logistics Intertwined Purchasing, Logistics

& Marketing & Marketing departmentsdepartmentsStock Level ReportsStock Level ReportsSupply Chain Reorganization Supply Chain Reorganization

Amazon.com, Dell.com

1 - 10

Marketing ManagementBenchmarking Benchmarking

OperationalOperational EfficiencyEfficiency<><> Approaches, Approaches, MarketsMarkets

People, People, <><> Experiences Experiences

““Innovate or Evaporate” Innovate or Evaporate” Philip Kotler

Benchmarking, Innovation,

BOP Markets

BOP Bottom of PyramidBOP Bottom of PyramidWorld of Billion Poor People, World of Billion Poor People, C.K. PrahaladC.K. Prahalad•Purchase Power, Brand Conscious, Connected, Accept Purchase Power, Brand Conscious, Connected, Accept advanced Technologyadvanced Technology•hard-to-reach locationshard-to-reach locations

Shakti Amma, 800,000 Avon Ladies :

India, China, Brazil, Eastern Europe

1 - 11

Viral, Buzz Marketing& Communication Strategy

Buzz Marketing : Buzz Marketing : Volunteers, Try, TalkVolunteers, Try, Talk, , TrustTrust, Exposure, Exposure

Viral distributionViral distribution

Networks: Networks: Millions Distributers, Cross Millions Distributers, Cross BordersBorders

¼ million Teens P&G, Coca Cola, Kellogs, ¼ million Teens P&G, Coca Cola, Kellogs, Penguin, Lee,Penguin, Lee,

Direct Selling Cies: Direct Selling Cies: Avon, Amway, OriflameAvon, Amway, Oriflame

Informal Practices + Hi Professional Informal Practices + Hi Professional PreparationPreparation

WOMM: WOMM: Word-Of-Mouth Word-Of-Mouth Marketing, Verbal Marketing, Verbal MarketingMarketingL. Wind L. Wind “WOM/Customer “WOM/Customer Behavior”, Ethics ?Behavior”, Ethics ?

1 - 12

New Challenges for Marketing Managers

Global MarketsGlobal Markets= Global Logistics= Global Logistics= = Reaction TimeReaction Time

Develop Partnership: Develop Partnership: Supplier, Customer,Supplier, Customer,CompetitorCompetitor

Competes + Cooperates across Competes + Cooperates across Cultures & BoundariesCultures & Boundaries

Dispersed StructureDispersed StructureTeam Skills, Team Skills,

NetworkingNetworking

1 - 13

Conclusion

Buzz Marketing linked Buzz Marketing linked to Services to Services IBM, Xerox, IBM, Xerox, GEGE

In Customer MindIn Customer Mind

Relationship & InteractionRelationship & Interaction

Demand-side Demand-side innovationinnovationDell, E-Bay, YahooDell, E-Bay, Yahoo

Evolving TechnologiesEvolving Technologies

Simplicity creates Simplicity creates LoyaltyLoyalty

More …More …Innovation, ChangesInnovation, ChangesSpread Marketing Spread Marketing

Funct. Funct.

ChangesChanges

Consumer Driven Consumer Driven Technology InducedTechnology Induced

Thanks to IT enablers Thanks to IT enablers Speed, ConnectivitySpeed, Connectivity

Marketing FunctionsMarketing FunctionsUniversal, Diff. Universal, Diff. East/West disappearEast/West disappear

New New Trends Trends

THANK YOU

1 - 14