Social Marketing for State Universities and Colleges 2014 edition

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Social Marketing for State Universities and Colleges 2014 edition

  1. 1. I LOVE MODEL (A Visual, Interactive Technique To Master Social Marketing 101 For State Universities & Colleges) Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM Ateneo Graduate School of Business josephdeungria.com www. 2014 Edition
  2. 2. I LOVE MARKETING MODEL (Added Social Dimension to this 17 year marketing model) Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM Ateneo Graduate School of Business josephdeungria.com www. 21st Century Edition
  3. 3. 1. 2. 3. 4. Why What What it is Not How For State Universities & Colleges josephdeungria.com www.
  4. 4. 1. Why? For State Universities & Colleges josephdeungria.com www.
  5. 5. Why Learn Social Marketing? Because… 1.  2.  3.  4.  5.  6.  7.  8.  Everything is marketed ! Goods Services Experiences & Events Persons Places Properties Organizations Information & Ideas josephdeungria.com www.
  6. 6. Which was better marketed? josephdeungria.com www.
  7. 7. Which was better marketed? josephdeungria.com www.
  8. 8. Which was better marketed? Phuket Boracay josephdeungria.com www.
  9. 9. Whose story was better marketed? josephdeungria.com www.
  10. 10. Who is the better brand? For president in 2016 josephdeungria.com www.
  11. 11. In a close fight, marketing is the game winner (facebook logos 1 day before election)! josephdeungria.com www.
  12. 12. Why Learn Social Marketing? Because… 1.  2.  3.  4.  5.  6.  7.  8.  Everything is marketed ! Goods Services Experiences & Events Persons Places Properties Organizations Information & Ideas josephdeungria.com www.
  13. 13. What should replace your existing extension program? josephdeungria.com www.
  14. 14. What should replace your existing extension program? A Better Version of YOUR program! 8 (2012) 7 (2009) VISTA (2008) XP (2001) 95 (1995) 3.1 (1992) 1.0 (1985) josephdeungria.com www.
  15. 15. 2. What? For State Universities & Colleges josephdeungria.com www.
  16. 16. The Truth? You are marketing… ! 1.  2.  3.  4.  State University College Extension Service Your team’s capabilities A Promise that… Quality of Life can improve This world can be better josephdeungria.com www.
  17. 17. Do you have a great extension product? (analogy: mousetrap) josephdeungria.com www.
  18. 18. Do we really need to allocate more resources on the technology & production of better mousetraps (extension services)? josephdeungria.com www.
  19. 19. Social Marketing is the same as “Commercial Marketing”, 1.  Focus on Customer 2.  Satisfy Customer’s Needs & Wants 3.  Use 4P’s Marketing Mix –  Product –  Price –  Promotion (Communications) –  Place josephdeungria.com www.
  20. 20. Social Marketing is different as its focus is on “response” objective! Source: Philip Kotler’s Marketing Management, 13e josephdeungria.com www.
  21. 21. Better than AIDA, here’s 2 ways to remember: josephdeungria.com www.
  22. 22. Typical “call to action” for social marketing Social Marketing at Your Fingertips: A Quick Guide to Changing the World MarketingProfs Book Club Edition Nedra Kline Weinreich Weinreich Communications josephdeungria.com www.
  23. 23. Tuntoy and Barangay Gutom http://www.youtube.com/watch?v=_0Pdo6DKGYg josephdeungria.com www.
  24. 24. Barangay Gutom is still hungry… Why? “Extension” of Gawad Kalinga Video: uploaded 2009 Youtube (3 versions) < 5,000 views Face to face presentations= ?? Hunger warriors= too few josephdeungria.com www.
  25. 25. 3. What Is Not For State Universities & Colleges josephdeungria.com www.
  26. 26. Social Marketing has small overlap with Social Media josephdeungria.com www.
  27. 27. OVERLAP: Social marketing can use some of “almost free” social media channels to communicate josephdeungria.com www.
  28. 28. How much FREE SOCIAL MEDIA did we use in 2 days? For this Class? (compare vs. using smoke signals in years past)… josephdeungria.com www.
  29. 29. SMS, then email from DAP josephdeungria.com www.
  30. 30. I confirmed, and got email for concept, program, people josephdeungria.com www.
  31. 31. I confirmed, and got email for concept, program, people Exercise: Here is 1 marketing technique that you should learn… PARTICIPATION (Once you see your name, Stand up, State your nickname School Wish for your extension program (if it will come true, no matter what) josephdeungria.com www.
  32. 32. Stand, Name, School, Wish What area would you wish (for your extension service) if you knew it will be surely granted? josephdeungria.com www.
  33. 33. Stand, Name, School, Wish What area would you wish (for your extension service) If it will surely be granted josephdeungria.com www.
  34. 34. DAP discovered me via google search josephdeungria.com www.
  35. 35. Created on-line hyperlinked bulletin board for course access before & after class www.pinterest.com/vcoachbong/social-marketing/ josephdeungria.com www.
  36. 36. Made a Facebook Page just for this class: 31 members in 36 hours! josephdeungria.com www.
  37. 37. Facebook allows us multiple identities josephdeungria.com www.
  38. 38. FB provides info, pics & time josephdeungria.com www.
  39. 39. FB allows us to be friends or just connections… josephdeungria.com www.
  40. 40. Why Facebook and not some high tech learning platform like “Schoology” or “Blackboard” Because We are on Facebook (most) We are 1 click away from what you are doing… We are Facebook! But tomorrow, may be another… josephdeungria.com www.
  41. 41. It’s not about technology, It’s about connecting to customers, efficiently & effectively josephdeungria.com www.
  42. 42. Before GAWA, need ALAM! (awareness before action!) Sample when buying a computer… josephdeungria.com www.
  43. 43. Before GAWA, need ALAM! (awareness before action!) Sample when buying a computer… ALL Awareness ALAM Interest Desire GUSTO josephdeungria.com www. Action GAWA
  44. 44. Until what round? Are you the chosen SUC? Sponsor choosing an extension program 75 SUC ALL 10 SUC Awareness ALAM 5 SUC 2 SUC 1 SUC Interest Desire GUSTO Action GAWA josephdeungria.com www.
  45. 45. Before reaching bottomline, have to go through top 2 stages first! (that’s why we need “marketing”) Source: Philip Kotler’s Marketing Management, 13e josephdeungria.com www.
  46. 46. 4. How? For State Universities & Colleges josephdeungria.com www.
  47. 47. 1 Idea Can Change the World ID 1 josephdeungria.com www.
  48. 48. An Idea Can Change the World! Inception… http://www.youtube.com/watch?v=oy09m76bvBg josephdeungria.com www.
  49. 49. There’s a better way? http://www.ted.com/talks/terry_moore_how_to_tie_your_shoes.html josephdeungria.com www.
  50. 50. 2 Million People are now tying their shoes the unconventional but correct way! josephdeungria.com www.
  51. 51. A Better Way to Tie Your Shoe A small advantage somewhere in life can yield tremendous results someplace after…. Terry Moore josephdeungria.com www.
  52. 52. An Idea in the Proper Perspective Is Even More Powerful ID 2 josephdeungria.com www.
  53. 53. Vision is taking a step back from the trees- FRH=15 FCW=2 Trees Zoom=15 josephdeungria.com www.
  54. 54. Vision is taking a step back from the trees- to see the forest. FRH=15 FCW=2 Trees Forest Zoom=15 josephdeungria.com www.
  55. 55. Vision is taking a step back from the trees- to see the forest. FRH=15 FCW=2 Trees Forest Zoom=15 The only difference here is perspective ! josephdeungria.com www.
  56. 56. Ateneo Graduate School of Business: Vision josephdeungria.com www.
  57. 57. Ateneo Graduate School of Business: Mission josephdeungria.com www.
  58. 58. Expertise without integrity is empty Expertise Empty josephdeungria.com www.
  59. 59. Integrity without expertise is ineffectual Integrity Ineffectual josephdeungria.com www.
  60. 60. Expertise & integrity without service is irrelevant Expertise Integrity Irrelevant josephdeungria.com www.
  61. 61. AGSB Mission: E + I + S Expertise, Integrity, Service Irrelevant Expertise Integrity Ineffectual Empty Service josephdeungria.com www. AGSB Mission
  62. 62. Hypermarketing 3.0 josephdeungria.com www.
  63. 63. Hypermarketing 3.0 = 1 High Performance + josephdeungria.com www.
  64. 64. Hypermarketing 3.0 = High Performance 2 Highly personal + josephdeungria.com www.
  65. 65. Hypermarketing 3.0 = High Performance Highly personal 3 Hyperlinked# + josephdeungria.com www.
  66. 66. Hypermarketing 3.0 = High Performance Highly personal Hyperlinked# SERVICE josephdeungria.com www.
  67. 67. Is the 1 idea, that service That can complete the last mile? josephdeungria.com www.
  68. 68. Putting efforts in perspective! josephdeungria.com www.
  69. 69. Are we committed to that final mile to complete the project? http://www.ted.com/talks/sendhil_mullainathan.html josephdeungria.com www.
  70. 70. Which comes first? The Chicken or the Egg? ID 3 josephdeungria.com www.
  71. 71. Which comes first? School or extension customer ID 3A josephdeungria.com www.
  72. 72. Which is more important? The end or the means? The result or the redtape? ID 3B josephdeungria.com www.
  73. 73. 1st: Marketing: Customer wants a 3 level swing josephdeungria.com www.
  74. 74. 2nd Engineering: Its better to have 3 ropes to make it strong! josephdeungria.com www.
  75. 75. 3rd Production: Here is what we can do! josephdeungria.com www.
  76. 76. Customer: I want a cheap, comfortable swing now! josephdeungria.com www.
  77. 77. RIP: Obsolete products from superseded ideas •  •  •  •  Pagers, typewriters Rave 3 in 1 shampoo Unlimited educational plans Simple “telephone” operators josephdeungria.com www. 77
  78. 78. 4. How? For State Universities & Colleges josephdeungria.com www.
  79. 79. Professor’s Note This “I Love Social Marketing Model” was created to help students understand key marketing concepts and how these relate to one another. The use of images and stories enhance the learning experience and amplify concept recall and marketing mastery. The model has been updated to 21st century strategic marketing realities. -Prof. Bong De Ungria, Certified Digital Marketer (CDM) josephdeungria.com www. 2014
  80. 80. What will this love story tell? 1.  2.  3.  4.  Why Models? Why Images? Marketing 101 concepts All concepts in 1 visual framework josephdeungria.com www.
  81. 81. What will this love story tell? 1.  2.  3.  4.  Why Models? Why Images? Marketing 101 concepts All concepts in 1 visual framework josephdeungria.com www.
  82. 82. 1. Why Models? Models, paradigms, systems –  Directions - Traffic Provides order, reference points –  for quick VALID decisions –  common USEFUL understanding –  BUT, know limitations josephdeungria.com www.
  83. 83. 2. Only images work! Marketing (& everything) is a battle for share of mind Mind remembers only pictures. –  Car –  Bedroom –  My Life’s highlights josephdeungria.com www.
  84. 84. What will this love story tell? 1.  2.  3.  4.  Why Models? Why Images? Marketing 101 concepts All concepts in 1 visual framework josephdeungria.com www.
  85. 85. 3. Model Mastering 101 Key Marketing Concepts josephdeungria.com www.
  86. 86. What is Marketing? josephdeungria.com www.
  87. 87. What is Marketing? System of profitably josephdeungria.com www.
  88. 88. What is Marketing? System of profitably creating, josephdeungria.com www.
  89. 89. What is Marketing? System of profitably creating, communicating and josephdeungria.com www.
  90. 90. What is Marketing? System of profitably creating, communicating and delivering value to josephdeungria.com www.
  91. 91. What is Marketing? System of profitably Satisfy customer creating, communicating and delivering value to josephdeungria.com www.
  92. 92. What is Marketing? System of profitably Satisfy customer creating, communicating and delivering value to needs, wants and demands josephdeungria.com www.
  93. 93. What is Marketing? System of profitably Satisfy customer creating, communicating and delivering value to needs, wants and demands Better than competition josephdeungria.com www.
  94. 94. Food example To understand Needs, Wants & Demands. Need Basic necessity Feel deprived if this is absent Food Want Given choices, this is what you prefer Chicken, Burger, Steak dinner Demand A want that is supported Only burger by a decision and is within my capacity to buy budget! josephdeungria.com www.
  95. 95. Maslow’s Hierarchy of Needs= a basic, constant reference SelfActualization Esteem Needs (Recognition, Status) Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Marketing Management, 11th ed, Philip Kotler josephdeungria.com www.
  96. 96. Basic needs have not changed. No NEED added or deleted josephdeungria.com www.
  97. 97. But huge changes in the many choices to answer same needs. Wants= choices preferred answer to a need josephdeungria.com www.
  98. 98. Marketing discipline: Focus on satisfying demands! N Needs= basic requirements; feel deprived without it Wants= choices preferred answer to a need Demands= wants + purchase capability josephdeungria.com www.
  99. 99. Recognize difference in demand between SEC (socioeconomic classes) N Needs= basic requirements; feel deprived without it Wants= choices preferred answer to a need AB, 1% of populaton C 14% DE , 85% Demands= wants + purchase capability josephdeungria.com www.
  100. 100. Class AB can “figuratively” buy Maslow, Class DE must focus on basic needs N Needs= basic requirements; feel deprived without it Wants= choices preferred answer to a need AB, 1% of populaton C 14% DE , 85% Demands= wants + purchase capability josephdeungria.com www.
  101. 101. Pop quiz 1.  Can technology or marketing create a need? 2.  Do customers buy based on need or want? josephdeungria.com www.
  102. 102. Pop quiz 1.  Can technology or marketing create a need? No. The need will always be there. Often, technology allows the need to be addressed in a different way. 2.  Do customers buy based on need or want? Customers buy based on want. How many shoes do you need? How many shoes do you actually have? If people buy based on need alone, we would have a small world economy. josephdeungria.com www.
  103. 103. Always consider 3 Strategic Cs Customers –  The customer is not always right! josephdeungria.com www.
  104. 104. Always consider 3 Strategic Cs Customers –  The customer is not always right! Company –  You are in business for the long term josephdeungria.com www.
  105. 105. Always consider 3 Strategic Cs Customers –  The customer is not always right! Company –  You are in business for the long term Competition –  Benchmark performance josephdeungria.com www.
  106. 106. 3 STRATEGIC C’S correspond to 3 Key Result Areas CUSTOMERS COMPANY COMPETITION josephdeungria.com www.
  107. 107. 3 STRATEGIC C’S correspond to 3 Key Result Areas CUSTOMERS COMPANY COMPETITION josephdeungria.com www.
  108. 108. 3 STRATEGIC C’S correspond to 3 Key Result Areas CUSTOMERS COMPANY Profits COMPETITION josephdeungria.com www.
  109. 109. 3 STRATEGIC C’S correspond to 3 Key Result Areas CUSTOMERS COMPANY Profits COMPETITION Market Share josephdeungria.com www.
  110. 110. When is there a market opportunity? When a GAP GAP exists for customers needs, wants & demands Between what the company can supply And what competition offers josephdeungria.com www.
  111. 111. 4 Steps in addressing market opportunities 1. Determine total market Size –  Big to matter, small to handle 2. Divide into market Segments –  Similar Needs, Wants, Expectations 3. Choose primary Target market –  Focus limited resources 4. Position –  Use 4 Ps to hit Primary Target Market josephdeungria.com www.
  112. 112. Steps 2 to 4: STP Segment. Target. Position SToP before you do anything josephdeungria.com www.
  113. 113. Steps 2 to 4: STP Analogy Segment. Target. Position Ready. Aim. Fire! josephdeungria.com www.
  114. 114. 4 Steps in addressing market opportunities 1a. Is the market size small enough to handle? josephdeungria.com www.
  115. 115. 4 Steps in addressing market opportunities 1b. Is the market big enough to matter? josephdeungria.com www.
  116. 116. 4 Steps in addressing market opportunities 2a. Divide the market into Segments (similar needs, wants & demands) josephdeungria.com www.
  117. 117. Steps in addressing market opportunities 2b. Choose the segment you will target josephdeungria.com www.
  118. 118. josephdeungria.com www. 118
  119. 119. 4 Steps in addressing market opportunities 2c. Segment you choose is your Primary Target Market (PTM) josephdeungria.com www.
  120. 120. 4 Steps in addressing market opportunities 2d. Target your PTM with your positioning (communicate benefits) josephdeungria.com www.
  121. 121. 4 Steps in addressing market opportunities 2e. To hit your PTM, adjust your marketing mix (4Ps) Product Promo Place Price josephdeungria.com www.
  122. 122. 4 Steps in addressing market opportunities 2f. Some PTMs require a mix which emphasize product and promo Product Promo Place Price josephdeungria.com www.
  123. 123. 4 Steps in addressing market opportunities 2g. Many PTMs require a heavy Price mix Product Promo Place Price josephdeungria.com www.
  124. 124. 4 Steps in addressing market opportunities 2h. Your PTM require mix adjustments from time to time Product Promo Place Price josephdeungria.com www.
  125. 125. 4 Steps in addressing market opportunities 2h. Aim well as your competitors are targetting the same PTMs. Product Promo Place Price josephdeungria.com www.
  126. 126. Remember: different 4 P mix to target different PTM Product Price Promo Place josephdeungria.com www.
  127. 127. Emphasizing low price is only 1 approach! Product Price Promo Place josephdeungria.com www. 127
  128. 128. Emphasizing excellent product is another common strategy Product Price Promo josephdeungria.com www. 128 Place
  129. 129. Some products are promodriven… Product Price Promo josephdeungria.com www. Place
  130. 130. Marketing Mix 4 P’s mean more! josephdeungria.com www. 130
  131. 131. 4 Additional Ps for Social Marketing 5.  Publics 6.  Partnership 7.  Policy 8.  Purse Strings josephdeungria.com www.
  132. 132. 5Publics= work with different audiences, with diff. agendas 1.  External: Primary audience Secondary audience Policymakers Gatekeepers 2.  Internal Program creators, implementors, approvers josephdeungria.com www.
  133. 133. 6Partner with other groups for big, complex issues You may have very different over-all goals vs. other groups Group 2 goals Group 1 Goals josephdeungria.com www. Group 1 gOALs
  134. 134. Respect differences but build on common goals X= common interest strengthened by numbers and resources Group 1 Goals Group 2 goals Group 3 gOALs josephdeungria.com www.
  135. 135. 7Policy is needed to sustain some of new behavior? National or local government School or department But, will you tie your shoe the wrong way again? josephdeungria.com www.
  136. 136. Which of 3 is most effective in reducing plastic bags in Quezon City? josephdeungria.com www.
  137. 137. Purse Strings= funding 1.  2.  3.  4.  5.  National or local government Foundations Foreign institutions Loans Individuals (philanthropists, alumni) 6.  Satisfied customers paying back josephdeungria.com www.
  138. 138. Integrated Marketing Communications has 2 General Types Personal Mass josephdeungria.com www.
  139. 139. Mass communication simultaneously speaks to many Personal Mass 1.  Sales Promotion 2.  Advertising 3.  Public Relations 4.  Events and Experiences josephdeungria.com www.
  140. 140. Personal communication feels like 1 on 1, customized Personal Mass 1.  Sales Promotion 1.  Direct Marketing 2.  Advertising 2.  Interactive Marketing 3.  Public Relations 3.  Personal Selling 4.  Events and Experiences 4.  Word of Mouth josephdeungria.com www.
  141. 141. Sales Promo: Buy Now! Not Tomorrow; Close out competition 4 Mass Communication Modes 1.  Sales Promotion 1.  Buy Now 2.  Advertising 3.  Public Relations 4.  Events and Experiences josephdeungria.com www.
  142. 142. Advertising: Why Buy? Inform, Persuade with Reasons 4 Mass Communication Modes 1.  Sales Promotion 1.  Buy Now! 2.  Advertising 2.  Why Buy? 3.  Public Relations 4.  Events and Experiences josephdeungria.com www.
  143. 143. PR: The Ali- buy Activities not directly relate to a sale 4 Mass Communication Modes 1.  Sales Promotion 1.  Buy Now! 2.  Advertising 2.  Why Buy? 3.  Public Relations 3.  The Alibi 4.  Events and Experiences josephdeungria.com www.
  144. 144. Events and Experiences are stored as memories & feelings 4 Mass Communication Modes 1.  Sales Promotion 1.  Buy Now! 2.  Advertising 2.  Why Buy? 3.  Public Relations 3.  The Alibi 4.  Events and Experiences 4.  Buy memories! josephdeungria.com www.
  145. 145. Direct Marketing= Traditional Direct Response 4 Personal Communication Modes 1.  Buy/Respond to a call, mail, catalog 1.  Direct Marketing 2.  Interactive Marketing 3.  Personal Selling 4.  Word of Mouth josephdeungria.com www.
  146. 146. Interactive Marketing= Technology enabled Direct Response 4 Personal Communication Modes 1.  Buy/Respond to a call, mail, catalog 1.  Direct Marketing 2.  Buy/Respond to SMS, email, website 2.  Interactive Marketing 3.  Personal Selling 4.  Word of Mouth josephdeungria.com www.
  147. 147. Personal Selling= 1 on 1: Buy from a salesperson 4 Personal Communication Modes 1.  Buy/Respond to a call, mail, catalog 1.  Direct Marketing 2.  Buy/Respond to SMS, email, website 2.  Interactive Marketing 3.  3.  Personal Selling 1 on 1 buy 4.  Word of Mouth josephdeungria.com www.
  148. 148. Word of Mouth= It must be good if I or my friends say it 4 Personal Communication Modes 1.  Buy/Respond to a call, mail, catalog 1.  Direct Marketing 2.  Buy/Respond to SMS, email, website 2.  Interactive Marketing 3.  3.  Personal Selling 1 on 1 buy 4.  My friends bought! 4.  Word of Mouth josephdeungria.com www.
  149. 149. When you communicate: emphasize benefits! Features –  Specs Advantages –  What the specs do Benefits Customer: –  What’s in it for me? –  Wny should I care? www.josephdeungria.com
  150. 150. The most important is benefit. Features Powerpoint Presentation Advantage Easier to understand Benefit More learning for all josephdeungria.com www.
  151. 151. Here’s why landlines are dying. Features New cellphones are wireless, small, affordable, long battery life and lightweight Advantage 75 million Filipinos always carry it around. Benefit Easier to keep in touch with the right person anytime all the time. josephdeungria.com www.
  152. 152. Consider company when analyzing opportunities Company Objectives Resources josephdeungria.com www.
  153. 153. Consider company when analyzing opportunities Company Objectives Resources 5 factors 1 Vision 2 Mission josephdeungria.com www.
  154. 154. Consider company when analyzing opportunities Company Objectives Resources 3 Goals and Objectives 5 factors 1 Vision 2 Mission josephdeungria.com www.
  155. 155. Consider company when analyzing opportunities Company Objectives Resources 3 Goals and Objectives 5 factors 1 Vision 2 Mission 4 Business Portfolio josephdeungria.com www.
  156. 156. Consider company when analyzing opportunities Company Objectives Resources 3 Goals and Objectives 5 factors 1 Vision 2 Mission 5 Strategy josephdeungria.com www. 4 Business Portfolio
  157. 157. Vision is taking a step back from the trees- FRH=15 FCW=2 Trees Zoom=15 josephdeungria.com www.
  158. 158. Vision is taking a step back from the trees- to see the forest. FRH=15 FCW=2 Trees Forest Zoom=15 josephdeungria.com www.
  159. 159. Vision is taking a step back from the trees- to see the forest. FRH=15 FCW=2 Trees Forest Zoom=15 The only difference here is perspective ! josephdeungria.com www.
  160. 160. Stop, Look, Listen at Competition when analyzing opportunities 5 Industry Forces Power of Suppliers Power of Customers Barriers to Entry Substitution josephdeungria.com www. Competitive Reaction
  161. 161. Also consider the environment Internal –  Strengths –  Weaknesses External –  Opportunities –  Threats josephdeungria.com www.
  162. 162. 4 Generic Winning Strategies Low Cost Producer Differentiate Supply & Distribution Leverage josephdeungria.com www. Niche
  163. 163. What will this love story tell? 1.  2.  3.  4.  Why Models? Why Images? Marketing 101 concepts All concepts in 1 visual framework josephdeungria.com www.
  164. 164. 4. Model Concept Summary All Together Now! josephdeungria.com www.
  165. 165. Heart is a 3 cornered shape For 3 Strategic Cs josephdeungria.com www.
  166. 166. First side is Customer CUSTOMER josephdeungria.com www.
  167. 167. 2nd side is Company who creates, communicates & delivers value COMPANY CUSTOMER josephdeungria.com www.
  168. 168. 3rd side is Competition COMPANY COMPETITION CUSTOMER josephdeungria.com www.
  169. 169. For customers, we meet demands COMPANY COMPETITION CUSTOMER NEEDS, WANTS, DEMANDS josephdeungria.com www.
  170. 170. True test of customer satisfaction is repeat sales… COMPANY COMPETITION REPEAT SALES CUSTOMER NEEDS, WANTS, DEMANDS josephdeungria.com www.
  171. 171. Key Result Area for Company is Consistent Profits COMPANY COMPETITION PROFITS REPEAT SALES CUSTOMER NEEDS, WANTS, DEMANDS josephdeungria.com www.
  172. 172. KRA to know if doing well vs. competition is market share COMPANY COMPETITION PROFITS MARKET SHARE REPEAT SALES CUSTOMER NEEDS, WANTS, DEMANDS josephdeungria.com www.
  173. 173. Market opportunity If a gap exists between what customer demands, competition provides and company can deliver better than competition. COMPANY IF GAP EXISTS… COMPETITION PROFITS MARKET SHARE REPEAT SALES CUSTOMER NEEDS, WANTS, DEMANDS josephdeungria.com www.
  174. 174. For market opportunities, Size and Segment the market COMPANY IF GAP EXISTS… COMPETITION PROFITS MARKET SHARE MKT SIZE , SEGMENT REPEAT SALES CUSTOMER NEEDS, WANTS, DEMANDS josephdeungria.com www.
  175. 175. Select & profile your primary target market COMPANY PROFITS IF GAP EXISTS… COMPETITION MARKET SHARE TARGET market MKT SIZE , SEGMENT REPEAT SALES CUSTOMER NEEDS, WANTS, DEMANDS josephdeungria.com www.
  176. 176. Position using the 4Ps COMPANY PROFITS IF GAP EXISTS… COMPETITION MARKET SHARE TARGET market POSITION USING 4Ps: Price, Promo, Place, Product MKT SIZE , SEGMENT REPEAT SALES CUSTOMER NEEDS, WANTS, DEMANDS josephdeungria.com www.
  177. 177. When communicating, transform features to BENEFITS COMPANY PROFITS IF GAP EXISTS… COMPETITION MARKET SHARE TARGET market POSITION USING 4Ps: Price, Promo, Place, Product MKT SIZE , SEGMENT TRANSFORM Features to Benefits REPEAT SALES CUSTOMER NEEDS, WANTS, DEMANDS josephdeungria.com www.
  178. 178. 5 COMPANY CONSIDERATIONS when evaluating opportunities For opportunities, consider 5 Company factors: vision, mission, goals, portfolio, strategies &tactics COMPANY PROFITS IF GAP EXISTS… COMPETITION MARKET SHARE TARGET market Vision POSITION USING 4Ps: Price, Promo, Place, Product MKT SIZE , SEGMENT TRANSFORM Features to Benefits REPEAT SALES CUSTOMER NEEDS, WANTS, DEMANDS josephdeungria.com www.
  179. 179. Consider 5 Competition factors: entry, suppliers, 5 COMPANY CONSIDERATIONS when evaluating opportunities customer, substitution, reaction COMPANY IF GAP EXISTS… COMPETITION WATCH OUT FOR INDUSTRY FORCES: Entry Barriers PROFITS MARKET SHARE TARGET market Vision POSITION USING 4Ps: Price, Promo, Place, Product MKT SIZE , SEGMENT TRANSFORM Features to Benefits REPEAT SALES CUSTOMER NEEDS, WANTS, DEMANDS josephdeungria.com www.
  180. 180. SWOT: Strength & Weakness are within company control STRENGTHS and WEAKNESSES 5 COMPANY CONSIDERATIONS when evaluating opportunities COMPANY IF GAP EXISTS… COMPETITION WATCH OUT FOR INDUSTRY FORCES: Entry Barriers PROFITS MARKET SHARE TARGET market Vision POSITION USING 4Ps: Price, Promo, Place, Product MKT SIZE , SEGMENT TRANSFORM Features to Benefits REPEAT SALES CUSTOMER NEEDS, WANTS, DEMANDS josephdeungria.com www.
  181. 181. OPPORTUNITIES and THREATS STRENGTHS and WEAKNESSES 5 COMPANY CONSIDERATIONS when evaluating opportunities COMPANY PROFITS IF GAP EXISTS… COMPETITION SWOT: Entry Opportunities & Barriers Threats are beyond company control MARKET TARGET market Vision POSITION USING 4Ps: Price, Promo, Place, Product SHARE MKT SIZE , SEGMENT TRANSFORM Features to Benefits REPEAT SALES CUSTOMER NEEDS, WANTS, DEMANDS josephdeungria.com www. WATCH OUT FOR INDUSTRY FORCES:
  182. 182. OPPORTUNITIES and THREATS STRENGTHS and WEAKNESSES 5 COMPANY CONSIDERATIONS when evaluating opportunities COMPANY PROFITS IF GAP EXISTS… Bottomline, there are only Entry 4 winning strategies: Barriers low cost, leverage, MARKET differentiate & niche COMPETITION TARGET market Vision POSITION USING 4Ps: Price, Promo, Place, Product WATCH OUT FOR INDUSTRY FORCES: SHARE MKT SIZE , SEGMENT TRANSFORM Features to Benefits 4 GENERIC WINNING STRATEGIES LIKE: Niche REPEAT SALES CUSTOMER NEEDS, WANTS, DEMANDS josephdeungria.com www.
  183. 183. OPPORTUNITIES and THREATS STRENGTHS and WEAKNESSES 5 COMPANY CONSIDERATIONS when evaluating opportunities COMPANY IF GAP EXISTS… COMPETITION WATCH OUT FOR INDUSTRY FORCES: Entry Barriers PROFITS Vision I LOVE MARKETING MODEL TARGET market POSITION USING 4Ps: Price, Promo, Place, Product MKT SIZE , SEGMENT TRANSFORM Features to Benefits MARKET SHARE 4 GENERIC WINNING STRATEGIES LIKE: Niche REPEAT SALES CUSTOMER NEEDS, WANTS, DEMANDS josephdeungria.com www.
  184. 184. What did we Tell & Love? 1.  2.  3.  4.  Why Models? Why Images? Marketing 101 concepts All concepts in 1 visual framework josephdeungria.com www.
  185. 185. 1. 2. 3. 4. Why What What it is Not How For State Universities & Colleges josephdeungria.com www.
  186. 186. 1. Why? Because Everything is Marketed And benefits from Marketing! josephdeungria.com www.
  187. 187. 2. What? Your Extension Programs Which Aim to Improve Quality of Life And Make Communities Better josephdeungria.com www.
  188. 188. 3. What Is Not Social Media Hopeless or a a Lost Cause josephdeungria.com www.
  189. 189. 4. How? Use of Marketing Principles While Driven by Vision to Serve josephdeungria.com www.
  190. 190. 5 Immutable Laws of Social Marketing Of Extension Services For State Universities and Colleges Imagined By Vcoach Bong De Ungria josephdeungria.com www.
  191. 191. 1 Law of Nature josephdeungria.com www.
  192. 192. 2Law of Perspective 3Law of Farm (Time) josephdeungria.com www.
  193. 193. 4Law of Daily Judgment josephdeungria.com www.
  194. 194. 5 Inspire action with a good and credible story josephdeungria.com www.
  195. 195. I LOVE MODEL (A Visual, Interactive Technique To Master Social Marketing 101 For State Universities & Colleges) Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM Ateneo Graduate School of Business josephdeungria.com www. 2014 Edition

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