18 P Paradigm Shift from Traditional 4Ps of Marketing

18P Paradigm Shift from 4Ps of Marketing New Approach to Marketing AnalysisProf. Remigio Joseph (Bong) De Ungria, MBA, CDM Ateneo Graduate School of Business

Professor’s NoteThere are numerous ways to teach and learn marketing. Unfortunately, in today’s 21st century MBA class format, there is no time to teach and try more than 2 or 3 ways of thinking, or paradigms.This 18 P paradigm is largely based on what I learned too. To this day, I still consider this mindset and process as one of the most effective ways for marketing analysis.In the same way that doctors use stethoscopes, and economists use GNP to give a quick over-all check of condition, this 18 P paradigm has its own distinct benefits to offer. vCoach Bong De Ungria, AGSB

1st P: Potential Market =Everyone interested in yourproduct or service POTENTIAL or TOTAL MARKET Of Customers & Competitors & Stakeholders

1st P: Potential Market =Everyone includes competitorswho can be future customers POTENTIAL or TOTAL MARKET Competitors include Of Customers current & future, & Competitors direct & indirect & Stakeholders (Example: movies Competing with Ballgames For patrons)

1st P: Potential Market =How Big? Who are they? POTENTIAL or TOTAL IS THE MARKET MARKET Of Customers BIG ENOUGH & Competitors TO MATTER & Stakeholders And SMALL ENOUGH TO HANDLE?

2nd P: Probable or Pre-Qualified Market =Everyone with interest, access,income & qualification PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Example: Only females Of Customers 10 years old & above, & Competitors Belonging to Class AB & Stakeholders Families in Metro Manila Can avail of promos For “premium” cervical cancer vaccines

2nd P: Probable or Pre-Qualified Market =Probable < Potential Market PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Also referred To as the Of Customers & Competitors Available & Stakeholders Market; a subset Of the Potential Market

3rd P : Primary Target Market =Focus limited resources on PTM PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Primary Target Market Of Customers & Competitors PTM is the & Stakeholders Segment of The Probable Market that is Targetted

4th P : Penetrated Market =Those who actually buy PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Primary Penetrated Target Market Market Of Customers & Competitors & Stakeholders

3rd and 4th P :Greater overlap is ideal! PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Primary Penetrated Target Market Market Of Customers & Competitors & Stakeholders OVERLAP = Targetted customers who actually buy. Indicator of marketing efficiency

5th P : Positioning Part 1=What company communicatesto PTM (Brand Identity) PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Primary Penetrated Target Market Market Of Customers & Competitors Positioning & Stakeholders BRAND IDENTTY COMPANY

5th P : Positioning Part 2=How customer rememberscommunication (Brand Image) PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Primary Penetrated Target Market Market Of Customers & Competitors Positioning & Stakeholders BRAND IMAGE COMPANY

5th P : Positioning Part 3=Ideal: Maximum overlap ofimage & identity PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Primary Penetrated Target Market Market Of Customers & Competitors Positioning & Stakeholders BRAND BRAND IMAGE BRAND IMAGE BRAND IDENTTY IDENTTY COMPANY

5th P: Identity vs. Image ExampleSun Cellular Identity: UnlimitedSun Customers Image: 2nd phone PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Primary Penetrated Target Market Market Of Customers & Competitors Positioning & Stakeholders BRAND BRAND IMAGE BRAND IMAGE BRAND IDENTTY IDENTTY COMPANY

6th to 9th: 4 Ps of Marketing MixSupport positioning with 4Ps PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Primary Penetrated Target Market Market Of Customers & Competitors P P Positioning P P & Stakeholders R R L R O I A O D C C M U E E O C T

10th P: PackagingCan provide competitive advantage PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Primary Penetrated Target Market Market Of Customers & Competitors P P Positioning P P & Stakeholders R R L R O I A O D C C M U E E O C Packaging T

10th P: PackagingMay improve/ integrate delivery of 4Ps PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Primary Penetrated Target Market Market Of Customers & Competitors P P Positioning P P & Stakeholders R R L R O I A O D C C M U E E O C Packaging T

11th P: ParticipationEngaged customers are co-creators of positioning & 4Ps PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Primary Penetrated Target Market Market Of Customers & Competitors P P Positioning P P & Stakeholders R R Participation L R O I A O D C C M U E E O C Packaging T

11th P: ParticipationGreater participation= strongercustomer loyalty PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Primary Penetrated Target Market Market Of Customers & Competitors P P Positioning P P & Stakeholders R R L R O I Participation A O D C C M U E E O C Packaging T

11th P: Outstanding Participation ModelsText votes in American Idol,Talentadong Pinoy,Ms Universe PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Primary Penetrated Target Market Market Of Customers & Competitors P P Positioning P P & Stakeholders R R L R O I Participation A O D C C M U E E O C Packaging T

11th P: Outstanding Participation ModelsCustomers uploading content inYoutube & Facebook PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Primary Penetrated Target Market Market Of Customers & Competitors P P Positioning P P & Stakeholders R R L R O I Participation A O D C C M U E E O C Packaging T

11th P: Poor Participation ModelsImagine Facebook & Youtubedictating content? PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Primary Penetrated Target Market Market Of Customers & Competitors P P Positioning P P & Stakeholders R R L R O I A O D C C M U E E O C Packaging T

1st to 11th Ps:Marketing oriented First 11Ps PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Primary Penetrated Target Market Market Of Customers & Competitors P P Positioning P P & Stakeholders R R Participation L R O I A O D C C M U E E O C Packaging T

12th, 13th, 14th Ps: Other Functional AreasHR, Operations, Accountingprovide strong base for 11Ps PROBABLE or PRE-QUALFIED Market POTENTIAL or TOTAL MARKET Primary Penetrated Target Market Market Of Customers & Competitors P P Positioning P P & Stakeholders R R Participation L R O I A O D C C M U E E O C Packaging T People, Production, Payments

15th & 16th Ps: Purpose & PassionIf passionate work intersectspurpose (vision/ mission) PROBABLE or PRE-QUALFIED Market POTENTIAL Market P A Primary Penetrated S Target Market Market PURPOSE I Positioning O P P P P N R R Participation L R O I A O D C C M U E E O C Packaging T People, Production, Payments

17th & 18th Ps: Persistent Profits… Long term growth guaranteed! PROBABLE or PRE-QUALFIED Market POTENTIAL Market P A Primary Penetrated S Target Market Market PURPOSE I Positioning O P P P P N R R Participation L R O I A O D C C M Persistent U E E O C Packaging Profits T People, Production, Payments

3 Strategic C’s:Company, Customer, Competition CUSTOMERSPROBABLE or PRE-QUALFIED Market POTENTIAL Market P A S Primary Penetrated PURPOSE I Target Market Market O N P P Positioning P P R R Participation L R O I A O COMPETITION D C C M Persistent U E E O C Packaging Profits T People, Production, Payments COMPANY

Company tries to reach the right customers CUSTOMERSPROBABLE or PRE-QUALFIED Market POTENTIAL Market P A S Primary Penetrated PURPOSE Target Market Market I O Positioning N P P P P R R Participation L R O I A O COMPETITION D C C M Persistent U E E O C Packaging Profits T People, Production, Payments COMPANY

Competition can block companycommunication & profits. CUSTOMERS PROBABLE or PRE-QUALFIED Market POTENTIAL Market P A S Primary Penetrated PURPOSE I Target Market Market O N P P Positioning P P R R Participation L R O I A O COMPETITION D C C M Persistent U E E O C Packaging Profits T People, Production, Payments COMPANY

18 P Paradigm for Marketing AnalysisPROBABLE or PRE-QUALFIED Market POTENTIAL Market P A Primary Penetrated S Target Market Market PURPOSE I Positioning O P P P P N R R Participation L R O I A O D C C M Persistent U E E O C Packaging Profits T People, Production, Payments

Final NoteThe 18P paradigm is just 1 approach to marketing analysis.Its simplistic structure makes it easy to master and apply. But its simplicity also carries with it inherent limitations.I recommend students and marketing professionals use this as a starting “stethoscope” in marketing and business analysis. This tool guides us in asking the right questions in the right sequence and mindset.As one of my most respected gurus taught me: “We are masters of the process – and not necessarily the subject matter.” Prof. Remigio (Bong) De Ungria Ateneo Graduate School of Business

18P Paradigm Shift from 4Ps of Marketing New Approach to Marketing AnalysisProf. Remigio Joseph (Bong) De Ungria, MBA, CDM Ateneo Graduate School of Business

http://www.josephdeungria.com	223
http://www.hypermarketing2.com	124
http://www.slideshare.net	37
http://agsbmarketing.web.officelive.com	31
url_unknown	3
http://translate.googleusercontent.com	2
http://asmph.blogspot.com	2

18 P Paradigm Shift from Traditional 4Ps of Marketing

by Remigio Joseph DeUngria on Jan 01, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

7 Embeds 422

Statistics

18 P Paradigm Shift from Traditional 4Ps of Marketing — Presentation Transcript