Mig Marketing 3.0 Sdmimd

8/9/2019 Mig Marketing 3.0 Sdmimd

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Marketin$ 3. is a conce't coined b) renoned marketin$ $uru *ro#essor *hi&i'

ot&er in his book "Marketing 3.0: From Products to Customers to the Human Spirit” .

!n this book *ro#essor ot&er e'&ains ho the #uture o# marketin$ is no 4rm&)

ensconced in the creation o# 'roducts( ser%ices( and com'an) cu&tures that ha%e to

4rm&) ero6in on the %a&ues o# their tar$et audience.

he book is main&) di%ided into three 'arts and each 'art has re&e%ance to modernda) marketin$ mode&s:

• rends

• "trate$) and

• ''&ication

rends discusses the current mode&s used in marketin$ and &a)s out the roadma' #orthe #uture mode& #or marketin$ 3.. he cha'ters in this 'art &a) the #oundation

based on current societa& trends. his enab&es *ro#essor ot&er to de&%e into man) o#

the issues 'rom'tin$ the chan$e and u&timate&) su$$ests re%am'in$ the /our *s(

"* ,"e$mentin$( Marketin$ and 'ositionin$- and brand bui&din$ into the hree Cs

Cocreation( Communitiation and Character bui&din$. his &eads to into three core

conce'ts: identit)( inte$rit) and ima$e( the main ob;ecti%es o# marketin$ 3..

"trate$) is concerned ith marketin$ the %ision to consumers and shareho&ders(

and %a&ues to em'&o)ees and channe& 'artners. !n this 'art e main&) dea& ith ho

to communicatin$ the marketin$ 3. conce't consumers( em'&o)ees( channe&

'artners and shareho&ders.

''&ication re%o&%es around de&i%erin$ socio6cu&tura& trans#ormation( emer$in$

market entre'reneurs( and the stru$$&e #or en%ironmenta& sustainabi&it). here is a

&ot o# em'hasis on the socia&6res'onsibi&it) o# com'anies hich ties into the

res'onsibi&it) com'anies ha%e to make 'ro4t hi&e retainin$ sustainabi&it) and to

reduce ine<ua&it).

he essence o# marketin$ 3. boi&s don to the in%o&%ement o# customers and ho

the) can be en$a$ed so that there is %a&ue addition in bu)in$ the 'roducts.

Marketin$ strate$ists must '&an on en$a$in$ the customers instead o# #ocusin$

entire&) on the 'roduct.

he ta$&ine o# the book succinct&) e'&ains the messa$e: “From Products to

Customers to the Human Spirit =( and a&thou$h there are *s o# Marketin$ *roduct(

*rice( *&ace and *romotion( marketers sti&& tend to #ocus ecessi%e&) on the 'roduct

com'onent and a&thou$h the risin$ e6commerce a%e has chan$ed the '&a)in$

4e&d. ot&er hints at ho the rise o# >$ent&e ca'ita&ism= hich #ocuses on cor'orate

socia& res'onsibi&it) ,C"R- is the en$ine that is dri%in$ the chan$e.

1



he book 'i%ots around the conce't that as the macro economics o# the or&d ha%e

chan$ed( so has consumer beha%ior no $reat sur'rise. he) 'resent 'ast ? )ears

o# Marketin$ in three 'hases: Marketin$ 1. as %er) 'roduct centric( Marketin$ 2.

e%o&%ed into consumer centric and no Marketin$ 3. shou&d be human centric and

%a&ues dri%en.

he centra& ar$ument o# the book rests on the 'remise that macroeconomics andconsumer beha%ior ha%e trans#ormed in tandem. ot&er cha&ks u' a <uick summar)

o# the &ast si decades o# Marketin$ and c&assi4es it into three 'hases:

Marketin$ 1.: this 'hase is etensi%e&) 'roduct centric.

Marketin$ 2.: this 'hase is etensi%e&) consumer centric.

Marketin$ 3.: this 'hase is etensi%e&) human centric and %a&ue dri%en and the

book main&) dea&s ith the strate$ies that can be de'&o)ed in this 'hase.

@0uman centric marketin$ ba&ances 'ro4tabi&it) and cor'orate socia& res'onsibi&it).

!# customers ha%e to choose beteen to 'roducts the) i&& choose the one that

contributes the most to sustainabi&it) as the aareness is increasin$.

he marketin$ eecuti%es ro&e has a&so trans#ormed. 0e no &on$er has to 'itch

somethin$ #or the consumers to bu) but the senior mana$ement has to ensure that

their com'an) is bui&t on a stron$ #oundation o# %a&ues and the) create %a&ue #or

societ) hi&e de&i%erin$ #or the customer. "imu&taneous&)( the) ha%e to diAerentiate

#rom their com'etitors and most im'ortant&)( tr) not to ado't the b&inkered 2.

consumer centric mode& and treat consumers as se&#6actua&ied humans.

ab&e 1: Com'arison o# the three t)'es o# Marketin$

2

Marketin$1. Marketin$2. Marketin$3.

Bb;ecti%e *roduct sa&es Customer

satis#action

"ustainabi&it)

nab&in$ #orces !ndustria&

re%o&ution

!n#ormation

techno&o$)

Disru'ti%e

inno%ationCom'anies

'erce'tion o# the

market

Mass bu)ers Consumers aare

o# marketin$

#orces

"e&#6actua&ied

'eo'&e 4rst

consumers seconde) conce'ts *roduct

de%e&o'ment

*roduct

diAerentiation

Ea&ues

Com'an)

marketin$

$uide&ines

*roduct

s'eci4cation

*roduct 'ositionin$ Cor'orate %ision(

mission and %a&ues

Ea&ue 'ro'osition /unctiona& /unctiona& and

emotiona&

/unctiona&(

emotiona& and

s'iritua&Customer

interaction

Bne6to6man) Bne6to6one Man)6to6man)

Brientation transaction re&ationshi' customer



ot&er credits the rise o# socia& media to the chan$es in the marketin$ strate$ies and

he cate$ories socia& media as:

• 'ressi%e: encom'asses b&o$s( Fouube( itter and /acebook. Gebsites

here a &ot o# socia& interaction occurs.

• Co&&aborati%e: Giki'edia( Crai$s&ist( and Rotten tomatoes. Gebsites here

'eo'&e share( bui&d and contribute.

he e'ressi%e socia& media out&ets are the o'inion &eaders. "ocia& media is not

e'ensi%e and it is &ar$e&) #ree #rom biases and it is here the #uture o# marketin$

communication &ies in Marketin$ 3.. 9H o# consumers ho 'artici'ated in a

sur%e) conducted $&oba&&) b) C Nie&sen state that the) on&) base their decisions

based on recommendations #rom the 'eo'&e the) kno. 7H o# the 'eo'&e

res'onded that the) be&ie%e in customer o'inions that are 'osted on&ine on #orums.

he co&&aborati%e socia& media out&ets are the e&&s'rin$s o# inno%ation and are

based on the theor) o# isdom o# the crods. he centra& tenet #or co&&aborati%e

ebsites is that marketin$ eecuti%es #ace a co&&ecti%e &oss o# contro& o%er their

brands and shou&d #ocus to $ain the co&&ecti%e 'oer o# the consumer.

he 1 credos #or Marketin$ 3. that are discussed in the 4na& 'art o# the book are

es'ecia&&) use#u& #or marketin$ eecuti%es. he) are enumerated be&o:

Credo 1 Io%e )our customers( res'ect )our com'etitors ,Gin their &o)a&t) throu$h

$i%in$ them $reat %a&ue and touchin$ their emotions and s'irit-

Credo 2 Je sensiti%e to chan$e( be read) to trans#orm

Credo 3 uard )our name( be c&ear about ho )ou are

Credo Customers are di%erse $o 4rst to those ho can bene4t most #rom )ou

Credo 5 &a)s oAer a $ood 'acka$e at a #air 'rice

Credo ? &a)s make )ourse&# a%ai&ab&e( s'read the $ood nes

Credo 7 et )our customers( kee' and $ro them ,a CRM '&u$-

Credo 8 Ghate%er )our business( it is a ser%ice business

Credo 9 &a)s re4ne )our business 'rocess in terms o# <ua&it)( cost and de&i%er)

Credo 1 ather re&e%ant in#ormation but use isdom in makin$ )our 4na&

decision

Conc&usion:

3



he centra& ar$ument o# ot&er in this book is that marketin$ strate$ies need to shi#t

toards the ants and needs o# the consumers instead o# the 'roduct. here is a &ot

o# disconnect beteen the 'roduct and ser%ice oAerin$s and as human desires

become more com'&e( marketin$ has to e%o&%e. Marketin$ 3. ensures that a

com'an) can be 'ro4tab&e hi&e remainin$ customer centric and this is a %er)

im'ortant conce't to bear in mind.



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Mig Marketing 3.0 Sdmimd