Elizabeth krueger ignite 3 20-2011

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Ignite presentation of Kotler & Keller's view of holistic marketing.

Ignite presentation of Kotler & Keller's view of holistic marketing.

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Transcript

  • 1. Holistic
    Marketing
    Holistic Marketing, Kotler and Keller Style
    Liz Krueger
    March 20, 2011
    Cultivators
  • 2. From Marketing as Middleman
  • 3. To Marketing as Integrator
    Unified Voice
  • 4. Internal Marketing
    “Only when all employees realize their job is to create, serve, and satisfy customers does the company become an effective marketer.”
  • 5. Integration & Internal Marketing
    Kotler & Keller customer-focus assessment tool, p 628
  • 6. How Should Marketing be Organized?
  • 7. Organizations Vary
    Functional structure most common
    Easy to manage
    Must balance demands across the organization
    Specialists
    Geographic/regional
    Market segment (e.g., government, B2B, consumer)
    Matrix marketing with links back to “center of excellence”
    Product or Brand structure for large/diverse product organizations
  • 8. Brand and Category Management
  • 9. Category Management
    Brands
    Hershey’s
    Reeses
    Mounds
    York
    Kit Kat
    Twizzler
    Jolly Rancher
    Categories
    Chocolate Candy
    Sugar Confectionary
    Gum & Mint
    Baking & Pantry
    Snacks
  • 10. Brand Management
    Kashi Products
    Hot Cereal
    Cold Cereal
    Snack Bars
    Crackers
    Entrees
    Pizza
    Cookies
    Pilaf
    Waffles
  • 11. Creative Marketing Required
    Develop company-wide passion for customers
    Organize around customer segments instead of products
    Understand customers through qualitative and quantitative research
  • 12. Create and Innovate
    Foster creativity
    Teach and use creativity techniques
    Note trends & brainstorm implications
    Look for ideas everywhere
    Support innovation
    Hire diversity
    Bring in outside creative groups
    Include all departments and levels in generating ideas
  • 13. Effective Execution
    Automate routine processes and templates
    • Capture and share best practices
    • 14. Continuously improve
  • Execution Measurement
    Measure marketing returns
    Market share
    Marketing expense/sales ratio
    Overall marketing profitability analysis
    Embed the discipline in your organization
    Conduct periodic, comprehensive audits of marketing effectiveness
  • 15. Socially Responsible Marketing
    “It’s a Bowl Full of Wholesome” – McDonald’s marketing
    “How to Make Oatmeal . . . Wrong” – Mark Bittman, NY Times
    “Firms of Endearment” spend less and make more
  • 16. Corporate Social Marketing
    Marketing in support of a non-economic cause or objective
    Cause must be aligned with company products and services to avoid being seen as self-serving
  • 17. Cheerios Social Marketing
  • 18. Holistic Marketing
    Consistency and alignment
    With CSR
    Internal marketing
    Messages from within – or in keeping with the food theme “you are what you eat”
  • 19. Key Points for Effectiveness
    Marketing imbued throughout the organization
    Internal marketing and alignment of principles and values
    Execution excellence and tools
    Gain advantage from CSR orientation
    Use social and cause marketing
  • 20. Holistic Social Marketing Applied