Upload
remigio-joseph-de-ungria
View
88
Download
6
Embed Size (px)
Citation preview
www.josephdeungria.com 1
DEFINING MARKETING (and
BRANDING) for the 21st
CENTURY
Prof. Bong De Ungria
Ateneo Graduate School of Business
Understanding Marketing Management
www.josephdeungria.com
Marketing vs. Branding?
What’s the Difference?
www.josephdeungria.com
Outline:
21st century marketing is…
1. Important to business success (why?)
2. Used for everything (for what?, scope)
3. Everyone’s responsibility (who?)
4. Basic (what are core concepts?)
5. Changing
6. Accomplishing 7 Tasks
www.josephdeungria.com
21st Century Marketing Concept 1:
Marketing is important for
business success
• Delivers top-line growth (revenue)
• Customer retention/ loyalty
communicating and
creating,
delivering value to
www.josephdeungria.com
1. Goods
2. Services
3. Experiences
4. Events
5. Persons
6. Places
7. Properties
8. Organizations
9. Information
10.Ideas
21st Century Marketing Concept 2:
Everything (10) is marketed !
www.josephdeungria.com
1. Goods
2. Services
3. Experiences
4. Events
5. Persons
6. Places
7. Properties
8. Organizations
9. Information
10.Ideas
21st Century Marketing Concept 2:
Everything (10) is marketed !
Pnoy Challenge:
Name 1 entity thatdoes not needMarketing
www.josephdeungria.com
Who Is
InvolvedIn
Marketing(for your company?)
Raise your hands!
www.josephdeungria.com
1. Marketing
2. Finance
3. Operations
4. HR
21st Century Marketing Concept 3:
Every employee is a marketer!
www.josephdeungria.com
1. Marketing
2. Finance
3. Operations
4. HR
Including:
– Delivery personnel
– Security guards
– Secretaries
– Collectors
– Messenger
21st Century Marketing Concept 3:
Every employee is a marketer!
www.josephdeungria.com
21st Century Marketing Concept 3:
Everything counts! (All actions are counted, scored by the
customer)
www.josephdeungria.com
Outline:
21st century marketing is…
1. Important to business success (why?)
2. Used for everything (for what?, scope)
3. Everyone’s responsibility (who?)
4. Basic (what are core concepts?)
5. Changing
6. Accomplishing 7 Tasks
www.josephdeungria.com
Model
Mastering 101 Key Marketing Concepts
www.josephdeungria.com
What is Marketing?
www.josephdeungria.com
What is Marketing?
System of profitably
www.josephdeungria.com
What is Marketing?
System of profitably
creating,
www.josephdeungria.com
What is Marketing?
System of profitably
communicating and
creating,
www.josephdeungria.com
What is Marketing?
System of profitably
communicating and
creating,
delivering value to
www.josephdeungria.com
What is Marketing?
System of profitably
Satisfy customer
communicating and
creating,
delivering value to
www.josephdeungria.com
What is Marketing?
System of profitably
Satisfy customer
needs, wants and demands
communicating and
creating,
delivering value to
www.josephdeungria.com
What is Marketing?
System of profitably
Satisfy customer
needs, wants and demands
Better than competition
communicating and
creating,
delivering value to
www.josephdeungria.com
Maslow’s Hierarchy of Needs=
a basic, constant reference
Self-
Actualization
Esteem Needs
(Recognition,
Status)
Social Needs (sense of
belonging, love)
Safety Needs (security,
protection)
Physiological needs (food, water,
shelter)
Reference: Marketing Management, 11th ed, Philip Kotler
www.josephdeungria.com
Can Marketing Create or Satisfy
Needs?
Can Marketing Create Needs?
Debate
www.josephdeungria.com
Food exampleTo understand Needs, Wants & Demands.
Need Basic necessity
Feel deprived if this is
absent
Food
Want Given choices, this is
what you prefer
Chicken,
Burger, Steak
dinner
Demand A want that is supported
by a decision and
capacity to buy
Only burger
is within my
budget!
www.josephdeungria.com
21st Century Same Concept 3 and 4:
Marketing meets demand
(thus, meets needs too!)
www.josephdeungria.com
Heart is a 3 cornered shape
For 3 Strategic Cs
www.josephdeungria.com
CUSTOMER
First side is Customer
www.josephdeungria.com
COMPANY
CUSTOMER
2nd side is Company who creates,
communicates & delivers value
www.josephdeungria.com
COMPANY
CUSTOMER
COMPETITION
3rd side is Competition
www.josephdeungria.com
COMPANY
CUSTOMER
NEEDS,
WANTS,
DEMANDS
COMPETITION
For customers, we meet demands
www.josephdeungria.com
Outline:
21st century marketing is…
1. Important to business success (why?)
2. Used for everything (for what?, scope)
3. Everyone’s responsibility (who?)
4. Basic (what are core concepts?)
5. Changing
6. Accomplishing 7 Tasks
www.josephdeungria.com
In 21st Century Marketing
Many Things Changed
(Increased!)
www.josephdeungria.com
1. Globalization
2. Technology
3. Deregulation
4. Privatization
5. More Competition
6. Industry Convergence
7. Consumer resistance
8. Retail Transformation
21st Century Marketing Difference 1:
Competition increased due to
www.josephdeungria.com
1. Globalization
2. Technology
3. Deregulation
4. Privatization
5. More Competition
6. Industry Convergence
7. Consumer resistance
8. Retail Transformation
The Following changed
or disappeared:
Economic Boundaries
Brick and Mortar
Business Rules
Monopolies & Dinosaurs
Way of Doing Business
21st Century Marketing Difference 1:
Competitive Rules changed!
www.josephdeungria.com
1. Buying Power
2. Choices
3. Information
4. Voice
EASIER
5. Ordering
6. Comparison
Customer is King!
INCREASED
21st Century Marketing Difference 1:
Customers are more powerful
and demanding
www.josephdeungria.com
1. Internet
1. Social Media
2. Sales Channel
3. Research
4. On and Off-line buzz
5. Blogs
6. Purchasing savings
2. Niche magazines
3. Mobile
21st Century Marketing Difference 3:
Companies must use more
capabilities too!
www.josephdeungria.com
Heart Attack!Company does same things it did 5 or 10
years ago (even if these were the key
success factors of the 20th century)
www.josephdeungria.com
Must cover:
1. CONNCECTED Customers (develop long term
relationships)
2. Company (internal customers, employees, 4Ps)
3. Competition (performance)
21st Century Marketing Difference 4:
Marketing has to be HOLISTIC
www.josephdeungria.com
Outline:
21st century marketing is…
1. Important to business success (why?)
2. Used for everything (for what?, scope)
3. Everyone’s responsibility (who?)
4. Basic (what are core concepts?)
5. Changing
6. Accomplishing 7 Tasks
www.josephdeungria.com
1. Develop Strategic Plans
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks
www.josephdeungria.com
1. Develop Strategic Plans
2. Capture Market Insights
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks
www.josephdeungria.com
1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks
www.josephdeungria.com
1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
4. Build Strong Brands
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks
www.josephdeungria.com
1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
4. Build Strong Brands
5. Shape Market Offerings
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks
www.josephdeungria.com
1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
4. Build Strong Brands
5. Shape Market Offerings
6. Communicate & Deliver Value
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks
www.josephdeungria.com
1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
4. Build Strong Brands
5. Shape Market Offerings
6. Communicate & Deliver Value
7. Capture Long Term Growth
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks
www.josephdeungria.com 46
DEFINING MARKETING (and
BRANDING) for the 21st
CENTURY
Prof. Bong De Ungria
Ateneo Graduate School of Business
Understanding Marketing Management