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Elizabeth krueger ignite 3 20-2011
 

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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    Elizabeth krueger ignite 3 20-2011 Elizabeth krueger ignite 3 20-2011 Presentation Transcript

    • Holistic
      Marketing
      Holistic Marketing, Kotler and Keller Style
      Liz Krueger
      March 20, 2011
      Cultivators
    • From Marketing as Middleman
    • To Marketing as Integrator
      Unified Voice
    • Internal Marketing
      “Only when all employees realize their job is to create, serve, and satisfy customers does the company become an effective marketer.”
    • Integration & Internal Marketing
      Kotler & Keller customer-focus assessment tool, p 628
    • How Should Marketing be Organized?
    • 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
    • Brand and Category Management
    • Category Management
      Brands
      Hershey’s
      Reeses
      Mounds
      York
      Kit Kat
      Twizzler
      Jolly Rancher
      Categories
      Chocolate Candy
      Sugar Confectionary
      Gum & Mint
      Baking & Pantry
      Snacks
    • Brand Management
      Kashi Products
      Hot Cereal
      Cold Cereal
      Snack Bars
      Crackers
      Entrees
      Pizza
      Cookies
      Pilaf
      Waffles
    • Creative Marketing Required
      Develop company-wide passion for customers
      Organize around customer segments instead of products
      Understand customers through qualitative and quantitative research
    • 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
    • Effective Execution
      Automate routine processes and templates
      • Capture and share best practices
      • 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
    • 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
    • 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
    • Cheerios Social Marketing
    • Holistic Marketing
      Consistency and alignment
      With CSR
      Internal marketing
      Messages from within – or in keeping with the food theme “you are what you eat”
    • 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
    • Holistic Social Marketing Applied