A Visual, Interactive and Creative Marketing Model: I Love Marketing

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I Love Marketing Model was created by Prof. Remigio Joseph De Ungria to help AGSB MBA students understand and remember key marketing concepts and how these relate to one another. The use of images to represent concepts is a key differentiater of this model. This model has undergone several revisions since it was first used in the Ateneo in 1996.

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A Visual, Interactive and Creative Marketing Model: I Love Marketing

  1. 1. I LOVE MARKETING MODEL 21st Century Edition (A Visual, Interactive Technique To Master Marketing 101)Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM Ateneo Graduate School of Business v1208 www. josephdeungria.com
  2. 2. Professor’s Note This “I Love Marketing Model” wascreated to help students understand keymarketing concepts and howthese relate to one another. The use of images and stories enhancethe learning experience and amplify conceptrecall and marketing mastery. The model has been updated to 21stcentury strategic marketing realities. -Prof. Bong De Ungria, Certified Digital Marketer (CDM) 2012 www. josephdeungria.com
  3. 3. Maven’s Caution on this ModelThe basic marketing concepts here can be found in widely read-textbooks written by Philip Kotler, Josiah Go and many otherfamous authors.My unique contribution was to be a maven and connector (termsused by Malcom Gladwell, in best-selling book: The Tipping Point)was to trim the fat, highlight the beef, make it sticky (easy toremember) through images and spread it like an epidemic (throughthe web). In Kotler’s marketing textbook, this is selective attention,distortion, and retention. While a traditional marketing guru mightfind the explanations oversimplified and limiting, that is not thepoint of the model; if you love and remember marketing after thispresentation, then guess what? You’ve just been infected. - Vcoach Bong De Ungria, Contamination Marketer 2012 www. josephdeungria.com
  4. 4. What will this love story tell?1. Why Models?2. Why Images?3. Marketing 101 concepts4. All concepts in 1 visual framework5. 21st Century Realities6. Picture & Win! www. josephdeungria.com
  5. 5. What will this love story tell?1. Why Models?2. Why Images?3. Marketing 101 concepts4. All concepts in 1 visual framework5. 21st Century Realities6. Picture & Win! www. josephdeungria.com
  6. 6. 1. Why Models?Models, paradigms, systems – Directions - TrafficProvides order, reference points – for quick VALID decisions – common USEFUL understanding – BUT, know limitations www. josephdeungria.com
  7. 7. 2. Only images work!Marketing (& everything) is a battle for share of mindMind remembers only pictures. – Car – Bedroom – My Life’s highlights www. josephdeungria.com
  8. 8. What will this love story tell?1. Why Models?2. Why Images?3. Marketing 101 concepts4. All concepts in 1 visual framework5. 21st Century Realities6. Picture & Win! www. josephdeungria.com
  9. 9. 3. ModelMastering 101 Key Marketing Concepts www. josephdeungria.com
  10. 10. What is Marketing? www. josephdeungria.com
  11. 11. What is Marketing?System of profitably www. josephdeungria.com
  12. 12. What is Marketing? System of profitablycreating, www. josephdeungria.com
  13. 13. What is Marketing? System of profitablycreating,communicating and www. josephdeungria.com
  14. 14. What is Marketing? System of profitablycreating,communicating anddelivering value to www. josephdeungria.com
  15. 15. What is Marketing? System of profitablycreating, Satisfy customercommunicating anddelivering value to www. josephdeungria.com
  16. 16. What is Marketing? System of profitablycreating, Satisfy customercommunicating anddelivering value to needs, wants and demands www. josephdeungria.com
  17. 17. What is Marketing? System of profitablycreating, Satisfy customercommunicating anddelivering value to needs, wants and demands Better than competition www. josephdeungria.com
  18. 18. Food example To understand Needs, Wants & Demands.Need Basic necessity Food Feel deprived if this is absentWant Given choices, this is Chicken, what you prefer Burger, Steak dinnerDemand A want that is supported Only burger by a decision and is within my capacity to buy budget! www. josephdeungria.com
  19. 19. Maslow’s Hierarchy of Needs=a basic, constant reference Self- Actualization 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 www. josephdeungria.com
  20. 20. Basic needs have not changed.No NEED added or deleted www. josephdeungria.com
  21. 21. But huge changes in the manychoices to answer same needs. Wants= choices preferred answer to a need www. josephdeungria.com
  22. 22. 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 www. josephdeungria.com
  23. 23. Recognize difference in demand between SEC (socioeconomic classes) N Needs= basic requirements; feel deprived without it Wants= choices preferred answer to a need DE , 85% C 14% AB, 1% of populaton Demands= wants + purchase capability www. josephdeungria.com
  24. 24. Class AB can “figuratively” buy Maslow, Class DE must focus on basic needsN Needs= basic requirements; feel deprived without it Wants= choices preferred answer to a need DE , 85% C 14% AB, 1% of populaton Demands= wants + purchase capability www. josephdeungria.com
  25. 25. Income is only 1 majorconsideration in Philippine SEC* Other factors*: 1. Location/ neighborhood 2. Durability (concrete, wood) 3. Maintenance (paint, garden) 4. Ownership (own/rent?) 5. Educational Attainment 6. Occupation 7. Facilities (cars, appliances) 8. Household help*Criteria for SEC Socio Economic Classification of Homes,TNS, Revised January 2007 www. josephdeungria.com
  26. 26. How do I transform SEC to actionable “demand”? Other factors*: 1. Location/ neighborhood 2. Durability (concrete, wood) 3. Maintenance (paint, garden) 4. Ownership (own/rent?) 5. Educational Attainment 6. Occupation 7. Facilities (cars, appliances) 8. Household helpTIP:*Criteria for Socio Economic Classification of Homes, TNS, Revised January 2007 To remember income cut-off,think Philippine Peso bills www. josephdeungria.com
  27. 27. Cross-reference SEC withpopulation data… www. josephdeungria.com
  28. 28. Best “guesstimate” of splitswithin SEC classes www. josephdeungria.com
  29. 29. Picture true market size anddemand www. josephdeungria.com
  30. 30. Bottomline realities in Philippine market1. AB market is small but attractive2. Some products- cheaper to market to just “A to AAA” market3. Middle Class is source of critical mass for most products4. Middle Class needs to grow (DE to C) www. josephdeungria.com
  31. 31. Pop quiz1. Can technology or marketing create a need?2. Do customers buy based on need or want? www. josephdeungria.com
  32. 32. Pop quiz1. 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. www. josephdeungria.com
  33. 33. Always consider 3 Strategic CsCustomers – The customer is not always right! www. josephdeungria.com
  34. 34. Always consider 3 Strategic CsCustomers – The customer is not always right!Company – You are in business for the long term www. josephdeungria.com
  35. 35. Always consider 3 Strategic CsCustomers – The customer is not always right!Company – You are in business for the long termCompetition – Benchmark performance www. josephdeungria.com
  36. 36. 3 STRATEGIC C’S correspond to3 Key Result Areas CUSTOMERS COMPANY COMPETITION www. josephdeungria.com
  37. 37. 3 STRATEGIC C’S correspond to3 Key Result Areas CUSTOMERS COMPANY COMPETITION www. josephdeungria.com
  38. 38. 3 STRATEGIC C’S correspond to3 Key Result Areas CUSTOMERS COMPANY Profits COMPETITION www. josephdeungria.com
  39. 39. 3 STRATEGIC C’S correspond to3 Key Result Areas CUSTOMERS COMPANY Profits COMPETITION Market Share www. josephdeungria.com
  40. 40. When is there a market opportunity? When a GAP exists for GAP customers needs, wants & demands Between what the company can supply And what competition offers www. josephdeungria.com
  41. 41. 4 Steps in addressing market opportunities1. Determine total market Size – Big to matter, small to handle2. Divide into market Segments – Similar Needs, Wants, Demands3. Choose primary Target market – Focus limited resources4. Position – Use 4 Ps to hit Primary Target Market www. josephdeungria.com
  42. 42. Steps 2 to 4: STPSegment. Target. PositionSToP before you do anything www. josephdeungria.com
  43. 43. Steps 2 to 4: STP AnalogySegment. Target. PositionReady. Aim. Fire! www. josephdeungria.com
  44. 44. 4 Steps in addressing market opportunities1a. Is the market size small enough to handle? www. josephdeungria.com
  45. 45. 4 Steps in addressing market opportunities1b. Is the market big enough to matter? www. josephdeungria.com
  46. 46. 4 Steps in addressing market opportunities2a. Divide the market into Segments (similar needs, wants & demands) www. josephdeungria.com
  47. 47. Steps in addressing market opportunities2b. Choose the segment you will target www. josephdeungria.com
  48. 48. www. josephdeungria.com 48
  49. 49. 4 Steps in addressing market opportunities2c. Segment you choose is your Primary Target Market (PTM) www. josephdeungria.com
  50. 50. 4 Steps in addressing market opportunities2d. Target your PTM with your positioning (communicate benefits) www. josephdeungria.com
  51. 51. 4 Steps in addressing market opportunities 2e. To hit your PTM, adjust your marketing mix (4Ps) PromoProduct Place Price www. josephdeungria.com
  52. 52. 4 Steps in addressing market opportunities 2f. Some PTMs require a mix which emphasize product and promo PromoProduct Place Price www. josephdeungria.com
  53. 53. 4 Steps in addressing market opportunities 2g. Many PTMs require a heavy Price mix PromoProduct Place Price www. josephdeungria.com
  54. 54. 4 Steps in addressing market opportunities 2h. Your PTM require mix adjustments from time to time PromoProduct Place Price www. josephdeungria.com
  55. 55. 4 Steps in addressing market opportunities 2h. Aim well as your competitors are targetting the same PTMs. PromoProduct Place Price www. josephdeungria.com
  56. 56. Remember: different 4 P mixto target different PTMProduct Price Promo Place www. josephdeungria.com
  57. 57. Emphasizing low price is only 1 approach!Product Price Promo Place www. josephdeungria.com
  58. 58. Emphasizing excellent product isanother common strategyProduct Price Promo Place www. josephdeungria.com
  59. 59. Some products are promo-driven…Product Price Promo Place www. josephdeungria.com
  60. 60. Marketing Mix 4 P’s meanmore! www. josephdeungria.com
  61. 61. Integrated Marketing Communicationshas 2 General Types Mass Personal www. josephdeungria.com
  62. 62. Mass communication simultaneously speaks to many Mass Personal1. Sales Promotion2. Advertising3. Public Relations4. Events and Experiences www. josephdeungria.com
  63. 63. Personal communication feels like 1 on 1, customized Mass Personal1. Sales Promotion 1. Direct Marketing2. Advertising 2. Interactive Marketing3. Public Relations 3. Personal Selling4. Events and Experiences 4. Word of Mouth www. josephdeungria.com
  64. 64. Sales Promo: Buy Now! Not Tomorrow; Close out competition 4 Mass Communication Modes1. Sales Promotion 1. Buy Now2. Advertising3. Public Relations4. Events and Experiences www. josephdeungria.com
  65. 65. Advertising: Why Buy? Inform, Persuade with Reasons 4 Mass Communication Modes1. Sales Promotion 1. Buy Now!2. Advertising 2. Why Buy?3. Public Relations4. Events and Experiences www. josephdeungria.com
  66. 66. PR: The Ali- buy Activities not directly relate to a sale 4 Mass Communication Modes1. Sales Promotion 1. Buy Now!2. Advertising 2. Why Buy?3. Public Relations 3. The Alibi4. Events and Experiences www. josephdeungria.com
  67. 67. Events and Experiences are stored as memories & feelings 4 Mass Communication Modes1. Sales Promotion 1. Buy Now!2. Advertising 2. Why Buy?3. Public Relations 3. The Alibi4. Events and 4. Buy memories! Experiences www. josephdeungria.com
  68. 68. Direct Marketing= Traditional Direct Response 4 Personal Communication Modes1. Buy/Respond to a 1. Direct Marketing call, mail, catalog 2. Interactive Marketing 3. Personal Selling 4. Word of Mouth www. josephdeungria.com
  69. 69. Interactive Marketing= Technology enabled Direct Response 4 Personal Communication Modes1. Buy/Respond to a call, 1. Direct Marketing mail, catalog2. Buy/Respond to SMS, 2. Interactive email, website Marketing 3. Personal Selling 4. Word of Mouth www. josephdeungria.com
  70. 70. Personal Selling= 1 on 1: Buy from a salesperson 4 Personal Communication Modes1. Buy/Respond to a call, 1. Direct Marketing mail, catalog2. Buy/Respond to SMS, 2. Interactive email, website Marketing3. 1 on 1 buy 3. Personal Selling 4. Word of Mouth www. josephdeungria.com
  71. 71. Word of Mouth= It must be good if I or my friends say it 4 Personal Communication Modes1. Buy/Respond to a call, 1. Direct Marketing mail, catalog2. Buy/Respond to SMS, 2. Interactive email, website Marketing3. 1 on 1 buy 3. Personal Selling4. My friends bought! 4. Word of Mouth www. josephdeungria.com
  72. 72. When you communicate:emphasize benefits!Features – SpecsAdvantages – What the specs doBenefits Customer: – What’s in it for me? – Wny should I care? www.josephdeungria.com
  73. 73. The most important is benefit.Features Powerpoint PresentationAdvantage Easier to understandBenefit More learning for all www. josephdeungria.com
  74. 74. Here’s why landlines are dying.Features New cellphones are wireless, small, affordable, long battery life and lightweightAdvantage 75 million Filipinos always carry it around.Benefit Easier to keep in touch with the right person anytime all the time. www. josephdeungria.com
  75. 75. Consider company when analyzing opportunitiesCompany Objectives Resources www. josephdeungria.com
  76. 76. Consider company when analyzing opportunitiesCompany Objectives Resources 5 factors 1 Vision 2 Mission www. josephdeungria.com
  77. 77. Consider company when analyzing opportunitiesCompany Objectives Resources 3 Goals and Objectives 5 factors 1 Vision 2 Mission www. josephdeungria.com
  78. 78. Consider company when analyzing opportunitiesCompany Objectives Resources 3 Goals and Objectives 5 factors 1 Vision 2 Mission 4 Business Portfolio www. josephdeungria.com
  79. 79. Consider company when analyzing opportunitiesCompany Objectives Resources 3 Goals and Objectives 5 factors 1 Vision 2 Mission 4 Business Portfolio 5 Strategy www. josephdeungria.com
  80. 80. Vision is taking a step back from the trees-FRH=15FCW=2 TreesZoom=15 www. josephdeungria.com
  81. 81. Vision is taking a step back from the trees- to see the forest.FRH=15FCW=2 TreesZoom=15 Forest www. josephdeungria.com
  82. 82. Vision is taking a step back from the trees- to see the forest.FRH=15FCW=2 TreesZoom=15 Forest The only difference here is perspective ! www. josephdeungria.com
  83. 83. Stop, Look, Listen at Competition when analyzing opportunities 5 Industry ForcesPower of Power of Barriers to Substitution CompetitiveSuppliers Customers Entry Reaction www. josephdeungria.com
  84. 84. Also consider the environmentInternal – Strengths – WeaknessesExternal – Opportunities – Threats www. josephdeungria.com
  85. 85. 4 Generic Winning StrategiesLow Cost Producer Differentiate Supply & Distribution Niche Leverage www. josephdeungria.com
  86. 86. What will this love story tell?1. Why Models?2. Why Images?3. Marketing 101 concepts4. All concepts in 1 visual framework5. 21st Century Realities6. Picture & Win! www. josephdeungria.com
  87. 87. 4. Model Concept Summary All Together Now!www. josephdeungria.com
  88. 88. Heart is a 3 cornered shapeFor 3 Strategic Cs www. josephdeungria.com
  89. 89. First side is Customer CUSTOMER www. josephdeungria.com
  90. 90. 2nd side is Company who creates,communicates & delivers value COMPANY CUSTOMER www. josephdeungria.com
  91. 91. 3rd side is Competition COMPANY COMPETITION CUSTOMER www. josephdeungria.com
  92. 92. For customers, we meet demands COMPANY COMPETITION NEEDS, WANTS, DEMANDS CUSTOMER www. josephdeungria.com
  93. 93. True test of customer satisfactionis repeat sales… COMPANY COMPETITION NEEDS, REPEAT SALES WANTS, DEMANDS CUSTOMER www. josephdeungria.com
  94. 94. Key Result Area for Company isConsistent Profits COMPANY COMPETITION PROFITS NEEDS, REPEAT SALES WANTS, DEMANDS CUSTOMER www. josephdeungria.com
  95. 95. KRA to know if doing well vs.competition is market share COMPANY COMPETITION PROFITS MARKET SHARE NEEDS, REPEAT SALES WANTS, DEMANDS CUSTOMER www. josephdeungria.com
  96. 96. Market opportunity If a gap exists betweenwhat customer demands, competition provides andcompany can deliver better than competition. COMPANY IF GAP COMPETITION EXISTS… PROFITS MARKET SHARE NEEDS, REPEAT SALES WANTS, DEMANDS CUSTOMER www. josephdeungria.com
  97. 97. For market opportunities, Sizeand Segment the market COMPANY IF GAP COMPETITION EXISTS… PROFITS MARKET SHARE MKT SIZE , SEGMENT NEEDS, REPEAT SALES WANTS, DEMANDS CUSTOMER www. josephdeungria.com
  98. 98. Select & profile your primarytarget market COMPANY IF GAP COMPETITION EXISTS… PROFITS MARKET TARGET SHARE market MKT SIZE , SEGMENT NEEDS, REPEAT SALES WANTS, DEMANDS CUSTOMER www. josephdeungria.com
  99. 99. Position using the 4Ps COMPANY IF GAP COMPETITION EXISTS… PROFITS MARKET TARGET SHARE marketPOSITION USING 4Ps:Price, Promo, Place, MKT SIZE , SEGMENTProduct NEEDS, REPEAT SALES WANTS, DEMANDS CUSTOMER www. josephdeungria.com
  100. 100. When communicating, transform features to BENEFITS COMPANY IF GAP COMPETITION EXISTS… PROFITS MARKET TARGET SHARE marketPOSITION USING 4Ps:Price, Promo, Place, MKT SIZE , SEGMENTProduct TRANSFORM Features to Benefits NEEDS, REPEAT SALES WANTS, DEMANDS CUSTOMER www. josephdeungria.com
  101. 101. For opportunities, consider 5 Company factors: vision, mission, goals, portfolio, strategies &tactics5 COMPANYCONSIDERATIONSwhen evaluating COMPANYopportunities IF GAP COMPETITION EXISTS… PROFITS MARKET TARGETVision SHARE market POSITION USING 4Ps: Price, Promo, Place, MKT SIZE , SEGMENT Product TRANSFORM Features to Benefits NEEDS, REPEAT SALES WANTS, DEMANDS CUSTOMER www. josephdeungria.com
  102. 102. Consider 5 Competition factors: entry, suppliers,5 COMPANY customer, substitution, reactionCONSIDERATIONSwhen evaluating WATCH OUT FOR COMPANYopportunities IF GAP INDUSTRY FORCES: COMPETITION EXISTS… Entry Barriers PROFITS MARKET TARGETVision SHARE market POSITION USING 4Ps: Price, Promo, Place, MKT SIZE , SEGMENT Product TRANSFORM Features to Benefits NEEDS, REPEAT SALES WANTS, DEMANDS CUSTOMER www. josephdeungria.com
  103. 103. SWOT: Strength & STRENGTHS and WEAKNESSES Weakness are within company control5 COMPANYCONSIDERATIONSwhen evaluating WATCH OUT FOR COMPANYopportunities IF GAP INDUSTRY FORCES: COMPETITION EXISTS… Entry Barriers PROFITS MARKET TARGETVision SHARE market POSITION USING 4Ps: Price, Promo, Place, MKT SIZE , SEGMENT Product TRANSFORM Features to Benefits NEEDS, REPEAT SALES WANTS, DEMANDS CUSTOMER www. josephdeungria.com
  104. 104. OPPORTUNITIES STRENGTHS and and THREATS WEAKNESSES5 COMPANYCONSIDERATIONSwhen evaluating WATCH OUT FOR COMPANYopportunities IF GAP INDUSTRY FORCES: COMPETITION EXISTS… SWOT: Opportunities & Entry Barriers Threats are beyond PROFITS company control MARKET TARGETVision SHARE market POSITION USING 4Ps: Price, Promo, Place, MKT SIZE , SEGMENT Product TRANSFORM Features to Benefits NEEDS, REPEAT SALES WANTS, DEMANDS CUSTOMER www. josephdeungria.com
  105. 105. OPPORTUNITIES STRENGTHS and and THREATS WEAKNESSES5 COMPANYCONSIDERATIONSwhen evaluating WATCH OUT FOR COMPANYopportunities IF GAP INDUSTRY FORCES: Bottomline, COMPETITION EXISTS… there are only Entry 4 winning strategies: Barriers low cost, leverage, PROFITS TARGET differentiate & niche MARKETVision SHARE market 4 GENERIC WINNING POSITION USING 4Ps: STRATEGIES LIKE: Price, Promo, Place, MKT SIZE , SEGMENT Product TRANSFORM Features to Niche Benefits NEEDS, REPEAT SALES WANTS, DEMANDS CUSTOMER www. josephdeungria.com
  106. 106. OPPORTUNITIES STRENGTHS and and THREATS WEAKNESSES5 COMPANYCONSIDERATIONSwhen evaluating WATCH OUT FOR COMPANYopportunities IF GAP INDUSTRY FORCES: COMPETITION EXISTS… Entry Barriers PROFITS I LOVE MARKETING MODEL MARKET TARGETVision SHARE market 4 GENERIC WINNING POSITION USING 4Ps: STRATEGIES LIKE: Price, Promo, Place, MKT SIZE , SEGMENT Product TRANSFORM Features to Niche Benefits NEEDS, REPEAT SALES WANTS, DEMANDS CUSTOMER www. josephdeungria.com
  107. 107. What will this love story tell?1. Why Models?2. Why Images?3. Marketing 101 concepts4. All concepts in 1 visual framework5. 21st Century Realities6. Picture & Win! www. josephdeungria.com
  108. 108. 21st Century Realities for the I Love MARKETING (Same Difference?!) Prof. Bong De Ungria Ateneo Graduate School of Business www. josephdeungria.com 108
  109. 109. Outline: 21st century marketing is…The Same in 5 aspects:1. Important to business success2. Understands and meets needs3. Meeting needs profitably4. Manages Demand5. Used for 10 entities www. josephdeungria.com
  110. 110. Outline: 21st century Marketing…But Different in…6. Major changes in the 3 Strategic Cs7. SToP with Brands8. Is Holistic9. Involves everybody (who?)10. Involves 7 Tasks www. josephdeungria.com
  111. 111. For 21st Century Marketing,5 Things Remained the Same www. josephdeungria.com
  112. 112. 21st Century Same Concept 1: Marketing is important for business success • Delivers top-line growth (revenue) • Customer retention/ loyaltycreating,communicating anddelivering value to www. josephdeungria.com
  113. 113. 21st Century Same Concept 2:Basic needs have not changed.No NEED added or deleted. Needs are still basic, universal human requirements. Undestand 5 Types of needs www. josephdeungria.com
  114. 114. Understand 5 types of needs1. Stated – explicit; easiest to know2. Unstated – find out by research, observation3. Secret – will not divulge even to research4. Real- minimum to satisfy5. Delight- satisfy +++ www. josephdeungria.com
  115. 115. 21st Century Same Concept 3 and 4:Marketing meets demand(ergo, meets needs too!) www. josephdeungria.com
  116. 116. Be aware of 8 Demand (D) StatesFirst 4 are based on volume of productpurchased by consumers1. Full: Best scenario: enough product to satisfy D2. Overfull: lack product, unsatisfied D3. Irregular: unpredictable4. Declining: less www. josephdeungria.com
  117. 117. Be(a)ware of 8 Demand (D) StatesOpportunities here!5. Latent: strong need, unsatisfied by existing product6. Non-existent: unaware, uninterestedLast 2 demands are Threats!7. Negative: dislike, pay to avoid8. Unwholesome: undesirable to society www. josephdeungria.com
  118. 118. 21st Century Same Concept 5: Everything is marketed !1. Goods2. Services3. Experiences & Events4. Persons5. Places6. Properties7. Organizations8. Information & Ideas www. josephdeungria.com
  119. 119. In 21st Century Marketing Many Things Changed Companies must Change! www. josephdeungria.com
  120. 120. 21st Century Marketing: Heart Attack?!Companies need todo More Marketing To Survive Competition Stronger Customer Demands More www. josephdeungria.com
  121. 121. 21st Century Marketing Difference 1: Competition increased due to1. Globalization2. Technology3. Deregulation4. Privatization5. More Competition6. Industry Convergence7. Consumer resistance8. Retail Transformation www. josephdeungria.com
  122. 122. 21st Century Marketing Difference 1: Competitive Rules changed!1. Globalization The Following changed2. Technology or disappeared:3. Deregulation4. Privatization Economic Boundaries5. More Competition Brick and Mortar6. Industry Convergence Business Rules7. Consumer resistance Monopolies & Dinosaurs8. Retail Transformation Way of Doing Business www. josephdeungria.com
  123. 123. 21st Century Marketing Difference 2:Customers are more powerful INCREASED1. Buying Power EASIER2. Choices 5. Ordering3. Information 6. Comparison4. Voice Customer is a more powerful KING www. josephdeungria.com
  124. 124. 21st Century Marketing Difference 3: Companies have more capabilities too!1. Internet 1. Sales Channel 2. Research 3. On and Off-line buzz 4. Blogs 5. Purchasing savings2. Niche magazines3. Mobile www. josephdeungria.com
  125. 125. 21st Century Marketing Difference 4: Marketing has to be HOLISTICMust cover: 1. Customers (develop long term relationships) 2. Company (internal customers, employees, 4Ps) 3. Competition (performance) www. josephdeungria.com
  126. 126. 21st Century Marketing:Holistic Definitions INDUSTRY: Sellers! MARKETS: Customers! www. josephdeungria.com
  127. 127. 1st of 4 Company Orientations:PRODUCTION: What can our factory do? Starting Point www. josephdeungria.com
  128. 128. 2nd of 4 Company Orientations: PRODUCT: What do we sell? Starting Pointwww. josephdeungria.com
  129. 129. 3rd of 4 Company Orientations:SELLING: How do we push products so customers buy more, now! Starting Point www. josephdeungria.com
  130. 130. 4th of 4 Company Orientations: (Only correct way in 21st century)MARKETING: What does the customer need, want & demand? 21st Century Starting Point www. josephdeungria.com
  131. 131. 21st Century Marketing Difference 5:Marketing Must Fulfill 7 Tasks 1. Develop Strategic Plans www. josephdeungria.com
  132. 132. 21st Century Marketing Difference 5:Marketing Must Fulfill 7 Tasks 1. Develop Strategic Plans 2. Capture Market Insights www. josephdeungria.com
  133. 133. 21st Century Marketing Difference 5:Marketing Must Fulfill 7 Tasks 1. Develop Strategic Plans 2. Capture Market Insights 3. Connect with Customers www. josephdeungria.com
  134. 134. 21st Century Marketing Difference 5:Marketing Must Fulfill 7 Tasks 1. Develop Strategic Plans 2. Capture Market Insights 3. Connect with Customers 4. Build Strong Brands www. josephdeungria.com
  135. 135. 21st Century Marketing Difference 5:Marketing Must Fulfill 7 Tasks 1. Develop Strategic Plans 2. Capture Market Insights 3. Connect with Customers 4. Build Strong Brands 5. Shape Market Offerings www. josephdeungria.com
  136. 136. 21st Century Marketing Difference 5:Marketing Must Fulfill 7 Tasks 1. Develop Strategic Plans 2. Capture Market Insights 3. Connect with Customers 4. Build Strong Brands 5. Shape Market Offerings 6. Communicate & Deliver Value www. josephdeungria.com
  137. 137. 21st Century Marketing Difference 5:Marketing Must Fulfill 7 Tasks 1. Develop Strategic Plans 2. Capture Market Insights 3. Connect with Customers 4. Build Strong Brands 5. Shape Market Offerings 6. Communicate & Deliver Value 7. Capture Long Term Growth www. josephdeungria.com
  138. 138. I Love MARKETING +21st Century Visual Images www. josephdeungria.com
  139. 139. In 20th century marketing:20 was good and can win! ACE + 9 = 20 www. www.josephdeungri josephdeungria.com 139 a.com
  140. 140. 21st Century Marketing:Only “21” is acceptable ACE + 9 = 20 ACE + 10 = 21! www. josephdeungria.com
  141. 141. 21st Century Marketing….Meeting Demands Profitably Business Success PROFITABLY NEEDS, WANTS, DEMANDS www. josephdeungria.com
  142. 142. 21st Century Marketing….Used for everything & involveseverybody Business Success PROFITABLY NEEDS, EVERYBODY WANTS, DEMANDS www. josephdeungria.com
  143. 143. 21st Century Marketing….Is Changing Business Success PROFITABLY NEEDS, CHANGING WANTS, 10 ENTITIES DEMANDS www. josephdeungria.com INVOLVES EVERYBODY
  144. 144. 21st Century Marketing….Demanding Customers, GreaterCompetition, Stronger Companies Business Success PROFITABLY NEEDS, CHANGING WANTS, EVERYBODY DEMANDS www. josephdeungria.com
  145. 145. 21st Century Marketing….Demanding Customers Demand alot that can bankrupt companies Business Success PROFITABLY NEEDS, CHANGING WANTS, EVERYBODY DEMANDS www. josephdeungria.com
  146. 146. 21st Century Marketing….Manages Demand Business Success PROFITABLY NEEDS, CHANGING WANTS, EVERYBODY DEMANDS www. josephdeungria.com
  147. 147. 21st Century Marketing…. Focus on 5 of 10Manages Demand-that really matter to customer MANAGES DEMANDS Business Success PROFITABLY NEEDS, CHANGING WANTS, EVERYBODY DEMANDS www. josephdeungria.com
  148. 148. 21st Century Marketing….ST.P= Segments… MANAGES DEMANDS Business Success PROFITABLY NEEDS, CHANGING WANTS, EVERYBODY DEMANDS www. josephdeungria.com
  149. 149. 21st Century Marketing….ST.P= Segments…Targets… MANAGES DEMANDS Business Success PROFITABLY NEEDS, CHANGING WANTS, EVERYBODY DEMANDS www. josephdeungria.com
  150. 150. 21st Century Marketing…. ST.P= Segments…Targets… Positions MANAGES DEMANDS Business Success PromoProduct Place Price PROFITABLY NEEDS, CHANGING WANTS, EVERYBODY DEMANDS www. josephdeungria.com
  151. 151. 21st Century Marketing…. Positions with Brands MANAGES DEMANDS Business Success Prom Product o Place PricePositions with Br ANDS PROFITABLY NEEDS, CHANGING WANTS, EVERYBODY DEMANDS www. josephdeungria.com
  152. 152. 21st Century Marketing…. Is Holistic MANAGES DEMANDS Business Success Prom Product o Place HOLE- Stick PricePOSTIONS with Br ANDS PROFITABLY NEEDS, CHANGING WANTS, EVERYBODY DEMANDS www. josephdeungria.com
  153. 153. 21st Century Marketing…. Involves 7 Tasks MANAGES DEMANDS Business Success 7 TASKS Prom Product o Place HOLE- Stick PricePOSTIONS with Br ANDS PROFITABLY NEEDS, CHANGING WANTS, DEMANDS www. josephdeungria.com
  154. 154. 21st Century Marketing…. 7 Tasks 1 Develop Plans PLANeS MANAGES DEMANDS Business Success Prom Product o 7 TASKS Place HOLE- Stick PricePOSTIONS with Br ANDS PROFITABLY NEEDS, CHANGING WANTS, DEMANDS www. josephdeungria.com
  155. 155. 21st Century Marketing…. 7 Tasks 2 Captures Insights DEVELOPS PLANeS MANAGES DEMANDS Business Success Prom Product o 7 TASKS Place HOLE- Stick PricePOSTIONS with Br ANDS PROFITABLY NEEDS, CAPTURES Insights CHANGING WANTS, DEMANDS www. josephdeungria.com
  156. 156. 21st Century Marketing…. 7 Tasks 3 Connects with Customers MANAGES DEMANDS Business Success DEVELOPS PLANeS Prom Product o 7 TASKS Place HOLE- Stick PricePOSTIONS with Br ANDS PROFITABLY CONNECTS WITH CUSTOMERS NEEDS, CAPTURES Insights CHANGING WANTS, DEMANDS www. josephdeungria.com
  157. 157. 21st Century Marketing…. 7 Tasks 4 Builds Strong Brands MANAGES DEMANDS Business Success DEVELOPS PLANeS Prom Product o 7 TASKS Place HOLE- Stick PricePOSTIONS with Br ANDS BUILDS BRANDS PROFITABLY CONNECTS WITH CUSTOMERS NEEDS, CAPTURES Insights CHANGING WANTS, DEMANDS www. josephdeungria.com
  158. 158. 21st Century Marketing…. 7 Tasks 5 Shapes Market Offerings MANAGES DEMANDS Business Success DEVELOPS PLANeS Prom Product o 7 TASKS Place HOLE- Stick Price SHiPs OFFERINGPOSTIONS with Br ANDS BUILDS BRANDS PROFITABLY CONNECTS WITH CUSTOMERS NEEDS, CAPTURES Insights CHANGING WANTS, DEMANDS www. josephdeungria.com
  159. 159. 21st Century Marketing…. 7 Tasks 6 Communicates & Delivers Value MANAGES DEMANDS Business Success DEVELOPS PLANeS Prom Product o 7 TASKS Place HOLE- Stick Price SHiPs OFFERINGPOSTIONS with Br ANDS BUILDS BRANDS PROFITABLY CONNECTS WITH CUSTOMERS NEEDS, CAPTURES Insights CHANGING WANTS, COMMUNICATES AND DELIVERS VALUE DEMANDS www. josephdeungria.com
  160. 160. 21st Century Marketing…. 7 Tasks 7 Creates Long Term Growth LONG MANAGES DEMANDS TERM BusinessGROWTH Success DEVELOPS PLANeS Prom Product o 7 TASKS Place HOLE- Stick Price SHiPs OFFERINGPOSTIONS with Br ANDS BUILDS BRANDS PROFITABLY CONNECTS WITH CUSTOMERS NEEDS, CAPTURES Insights CHANGING WANTS, COMMUNICATES AND DELIVERS VALUE DEMANDS www. josephdeungria.com
  161. 161. Conclusion: 21st century marketing is…The Same in 5 aspects:1. Important to business success2. Understands and meets needs3. Meeting needs profitably4. Manages Demand5. Used for 10 entities www. josephdeungria.com
  162. 162. Conclusion: 21st century Marketing…But Different in…6. Major changes in the 3 Strategic Cs7. SToP with Brands8. Is Holistic9. Involves everybody (who?)10. Involves 7 Tasks www. josephdeungria.com
  163. 163. Summary: What did this love story tell?1. Why Models?2. Why Images?3. Marketing 101 concepts4. All concepts in 1 visual framework5. 21st Century Realities6. Picture & Win! www. josephdeungria.com
  164. 164. 6. Picture & Win!Marketing:1. Has a lingo/ language2. Is effective using visual model – 10 x better than common sense – Can be remembered forever3. Can make your brand (YOU) better! www. josephdeungria.com
  165. 165. I LOVE MARKETING MODEL 21st Century Edition (A Visual, Interactive Technique To Master Marketing 101)Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM Ateneo Graduate School of Business v1208 www. josephdeungria.com

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