Marketing moet zichzelf opnieuw uitvinden. Tex Gunning

The Re-invention of Marketing

Endless choice of the same quality brands Choice Paralysis

Old Marketing Toolbox
Use the same beliefs, tools and agencies
And you get the same outcome!!!
Wackiness & ADHD (continuous partial attention)

We’re working harder and harder, just to stand still and it seems increasingly meaningless

The World of Today’s Consumer Economic Social Environmental

Be more – Do less

“Be more – Do less”
The need for meaning
The need for belonging
The need for leadership

The Need for Meaning
Integrating the Social, Environmental and Economic agenda into our Brands
An Inside-Out approach

The Need for Belonging
Consumers are Human Beings
Live-,Work and Serve in Community
Community Marketing

The Need for Leadership
From Serving Self to Serving the World
Re-defining the role of marketing
Consumers as agents of change

The Social World Around Us

The World Around Us 2006 6.5 billion Less developed countries More developed countries World population is increasing from 6.5b today to 8.9b in 2050

In 2007 Urban Populations will Outstrip Rural Ones

Today Over 1 Billion People Live in Slums

Over 1 Billion People Are Overweight

While a Billion Suffer from Malnutrition

Malnutrition Isn’t Just a Developing World Issue In the USA, 1 child in 8 goes to bed hungry

AIDS, TB & Malaria The Biggest Killers Photo © International Red Cross

1 Billion People Lack Safe Drinking Water Unclean water causes diarrhea

3 Million Children Die from Diarrhea each Year Half could be saved by handwashing with soap

The Economic World Around Us

20% of the World has 80% of the Wealth

The Economic Power is Migrating to Asia

The Environmental World Around Us

Climate Change is a Growing Threat

40% of Land Suffers from Soil Degradation Agriculture uses 70% of the worlds fresh water

Increasing Water Scarcity 2.8 billion will face water scarcity by 2025

What Concerns Consumers as Citizens? Basic concerns are the same the world over

Concerned About Personal And Family Issues Such as health, appearance and education

Concerned about what Goes into Products And where and how they are made

And They’re Worried about the Big Issues Like Global Warming

Greenhouse gases

Health Epidemics

Terrorism, war, violence and insecurity

And the gap between the rich and the poor

Some take to the streets to demonstrate

Some boycott brands

Some voice their opinions through the web

over 5 million members in 90 countries 1.8 million members in 150 countries 2.8 million members and offices in 41 countries 1.5 million members in 70 countries 0.5 million members in over 100 countries More people join NGO’s than political parties Many join NGO’s

Over 30 million signed up to Make Poverty History Even more are taking personal action

General Electric plans to double sales of environmental products by 2010 Toyota expects to double sales of its petrol-electric car Prius by 2010 industry leaders like GE and Toyota Market forces shaping this agenda

L’Oreal have bought The Body Shop Nestle have launched a fair trade Nescafe Cadbury bought organic chocolate brand Green & Black’s with brands for ‘conscience consumers’ Business is responding

FINANCIAL TIMES 31 January 2006 ‘ American Express believes there are 1.5 million ‘conscience consumers’ in the UK and expects that number to grow to 4 million by 2009. Conscience consumers tend to be affluent and educated, defined by this trait that doing good is important. They don’t know they are part of a group – it’s about identifying a segment that has shared values, a shared way of thinking. It has the potential to be a global product. If it succeeds in the UK we will look at other markets’ launched in the UK in January The new Product Red brand

Influences on consumer behaviour come from many quarters NGOs Media Experts – Professionals, Pundits & Professors Entertainment Opinion leaders Advertising WWW Celebrities

So where is this all Heading?

The Trends All Point in One Direction 1990 2010 2005 2000 1995 NGO membership Retailers taking up fair trade agenda Competitors launching social or environmental products Media coverage of CSR issues Demand for ethical products Fair Trade sales Consumer concerns about social issues Consumer concerns about the environment

The movement towards brands addressing social and environmental concerns is gathering momentum

Consumer concern becomes Consumer demand

...or we can turn it to our advantage right now We can either wait until it reaches a tipping point

Brands that Care about Consumers as Human Beings and Citizens

The New Toolbox
Create meaning
A sense of belonging
Leadership brands

Brands That…
Create “Total Wealth”
Connect with Consumers as “Human Beings with Human Needs”
Create Meaning into their lives
Help them to “Be” and “Belong”
Provide meaningful Leadership

Provide Meaning, Belonging & Leadership
A clear Mission and your identity will follow
Right Intention-Integrity-Wisdom
Dare to “Be” a Brand Leader

What does this mean for your brand?

http://blog.adformatie.nl	307
http://www.fusion2007.nl	178
http://infopub.blogspot.com	106
http://www.marketingfacts.nl	29
http://wiro.posterous.com	25
http://infopub.blogspot.ca	9
http://infopub.blogspot.fr	7
http://www.netvibes.com	3
http://www.slideshare.net	2
http://webcache.googleusercontent.com	2
http://twitter.com	1
http://fusion2007.onstuimig.nl	1
http://web.mac.com	1
http://www.blogger.com	1
http://infopub.blogspot.co.uk	1

Marketing moet zichzelf opnieuw uitvinden. Tex Gunning

by bossch00 on Nov 19, 2007

Accessibility

Categories

Tags

Upload Details

Usage Rights

15 Embeds 673

Statistics

Marketing moet zichzelf opnieuw uitvinden. Tex Gunning — Presentation Transcript