Genius Marketing 2/4 : THINK DIFFERENT

Genius Marketing The 21st Century Toolkit Peter Fisk Dubai, May 2011genius works

World changing Game changing Seeing things differently Thinking different things The 21st Century Toolkit Bold, brave and brilliantgenius works

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THINKING DIFFERENT Coca Colagenius works

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Market strategy Market Strategy Where How What should should we should we we do compete? different? to win? Secure competitive Create an approach Focus resources advantage to do this profitably on the most in chosen markets and in a sustainable way.attractive markets. theGeniusWorks.com

COKE’S MARKET MAP Bulk water 5 year average growth rate Sports drinks Retail water Ready-to-drink Juice drinks tea Juices and nectars Ready-to-drink Bubble size reflects estimated coffee global beverage profits Carbonated The Coca-Cola Company Soft-drinks Other brands Industry unit margins ($)genius works

COKE’S MARKET MAP Purified Strategic fit 2. Grow margins water 1. Build capability and accelerate 3. Participate selectively Sports Fruit RTD drinks tea drinks RTD Mineral Juices and coffee water nectars Energy drinks Bulk water Powders 4. Approach differently 5. De-emphasise Market attractivenessgenius theGeniusWorks.com works

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Example 6: developing Coke’s platform for good

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FUTURE RADAR

CHANGING MARKETING

OUTSIDE IN + INSIDE OUT theGeniusWorks.com

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New ideas, downloads, blog and videos www.theGeniusWorks.com Email peterfisk@peterfisk.com Twitter @geniusworks Creative Genius … the essential innovation guide for market visionaries, border crossers and game changers … by Peter Fisk inno.lab… the accelerated innovation process, to stretch your thinking, focus your action, and inspire your peoplegenius works

Genius Marketing 2/4 : THINK DIFFERENT

by Peter Fisk on May 25, 2011

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Genius Marketing 2/4 : THINK DIFFERENT — Presentation Transcript