Philip Kotler - Los 10 Principios Del Nuevo Marketing
1. A Strategy Document on The New Marketing Paradigm Holistic Marketing ● Lateral Marketing ● High-tech Marketing by PHILIP KOTLER Documentation Sponsored by Canon
16. HOLISTIC RELATIONSHIP MARKETING FRAMEWORK Printed on CANON MARKET SPACE POTENTIAL OPPORTUNITIES BUSINESS INVESTMENT CUSTOMERS CORPORATION COLLABORATORS CUSTOMER FOCUS CORE COMPETENCIES COLLABORATIVE NETWORK 2) How can we define relevant market space? 3) What are the potential opportunities emerging from the market space? 4) What business capabilities and infrastructure required? 1) Who is involved?
17. 4 COMPETITIVE PLATFORMS Printed on CANON Market Offerings COGNITIVE SPACE CUSTOMER VALUE BUSINESS DOMAIN COMPETENCY SPACE Business Architecture BUSINESS PARTNERS CRM ERP RESOURCE SPACE SCM Marketing Activities Operational System Creating Value Delivering Value Customer Focus Core Competencies Collaborative Network Exploring Value
18.
19.
20.
21.
22. Strategies for Firms in Different Market Positions Printed on CANON Jagdish Sheth, Singapore Marketer, 2002
23.
24.
25. Printed on CANON In many markets, the growing number of competitors in mature markets leads companies to target niches of low profitability. Market Size Number of competitors Average profitability of all competitors or players Y O G U R T S M A R K E T Time
26.
27. Printed on CANON Lateral Marketing Process The case of Cereal Bars into Cereals for breakfast market Cereal varieties New category Vertical Marketing Process STREETS =
28. Printed on CANON Baby dolls market Doll varieties New category Lateral Marketing Process Vertical Marketing Process To feel as... = Teenager The case of Barbie
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
54.
55.
56.
57.
58.
59.
60.
61.
62.
63. Printed on CANON Introduction Growth Mature Decline Database Management & Warehousing Historical Database Analytics Database-Driven Marketing Performance Dashboards Marketing Mix Modeling / Marketing Management Work-Flow Solutions Marketing Resource Management Campaign Management Yield-Based Pricing Optimum Tools Marketing Technology Platforms on the Market Development Curve Source: Gary Morris, Adapted from Marketing Advocate, Inc . Predictive analytics
64.
65.
66.
67.
68.
69.
70.
71.
72.
73.
74.
75.
76. The Evolution of Marketing Printed on CANON Adapted from Prahalad and Ramaswamy 2004 Transactional Marketing Relationship Marketing Collaborative Marketing Time frame 1950s 1980s Beyond 2000 View of value The company offering in an exchange The customer relationship in the long run Co-created experiences View of market Place where value is exchanged Market is where various offerings appear Market is a forum where value is co-created through dialogue Role of customer Passive buyers to be targeted with offerings Portfolio of relationships to be cultivated Prosumers-active participants in value co-creation Role of firm Define and create value for consumers Attract, develop and retain profitable customers Engage customers in defining and co-creating unique value Nature of customer interaction Survey customers to elicit needs and solicit feedback Observe customers and learn adaptively Active dialogue with customers and communities
77.
78.
79.
80. 4. Focus on Delivering Outcomes, Not Products. Printed on CANON Company Product focus Solutions focus Akzo Nobel Gallons of paint Painted cars BP Nutrition-Hendrix Animal feed Animal weight gain Cummings Diesel engines Uninterruptible power ICI Explosives Explosives Broken rock Scania Trucks Guaranteed uptime WW Grainger MRO items Indirect materials mgt. Source: Kumar
81.
82.
83.
84.
85.
86.
87. 7. Develop Metrics and ROI Measurement Printed on CANON Products Brands Channels Customer Segments Markets Relative product quality Brand awareness Channel penetration Customer satisfaction Market penetration Perceived product quality Brand esteem Channel trust Average transaction size Market share Percentage of sales from new products Brand loyalty Channel efficiency Customer complaints Sales growth Product profitability Brand profitability Market share in each channel Customer acquisition costs Market profitability Channel profitability Customer retention rate Source: Kumar Customer profitability
88.
89.
90.
91.
92.
93. Printed on CANON “ This time like all times is a good one, if we but know what to do with it.” Ralph Waldo Emerson THANK YOU!