Elizabeth krueger ignite 3 20-2011

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

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Elizabeth krueger ignite 3 20-2011

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

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