VCoach 21st century iI love marketing model created by prof bong de ungria 2012

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 www. josephdeungria.com

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

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

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

1. Why Models?Models, paradigms, systems – Directions - TrafficProvides order, reference points – for quick VALID decisions – common USEFUL understanding – BUT, know limitations www. josephdeungria.com

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

3. ModelMastering 101 Key Marketing Concepts www. josephdeungria.com

What is Marketing? www. josephdeungria.com

What is Marketing?System of profitably www. josephdeungria.com

What is Marketing? System of profitablycreating, www. josephdeungria.com

What is Marketing? System of profitablycreating,communicating and www. josephdeungria.com

What is Marketing? System of profitablycreating,communicating anddelivering value to www. josephdeungria.com

What is Marketing? System of profitablycreating, Satisfy customercommunicating anddelivering value to www. josephdeungria.com

What is Marketing? System of profitablycreating, Satisfy customercommunicating anddelivering value to needs, wants and demands www. josephdeungria.com

What is Marketing? System of profitablycreating, Satisfy customercommunicating anddelivering value to needs, wants and demands Better than competition www. josephdeungria.com

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

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

Basic needs have not changed.No NEED added or deleted www. josephdeungria.com

But huge changes in the manychoices to answer same needs. Wants= choices preferred answer to a need www. josephdeungria.com

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

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

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

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

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

Cross-reference SEC withpopulation data… www. josephdeungria.com

Best “guesstimate” of splitswithin SEC classes www. josephdeungria.com

Picture true market size anddemand www. josephdeungria.com

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

Pop quiz1. Can technology or marketing create a need?2. Do customers buy based on need or want? www. josephdeungria.com

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

Always consider 3 Strategic CsCustomers – The customer is not always right! www. josephdeungria.com

Always consider 3 Strategic CsCustomers – The customer is not always right!Company – You are in business for the long term www. josephdeungria.com

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

3 STRATEGIC C’S correspond to3 Key Result Areas CUSTOMERS COMPANY COMPETITION www. josephdeungria.com

3 STRATEGIC C’S correspond to3 Key Result Areas CUSTOMERS COMPANY Profits COMPETITION www. josephdeungria.com

3 STRATEGIC C’S correspond to3 Key Result Areas CUSTOMERS COMPANY Profits COMPETITION Market Share www. josephdeungria.com

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

4 Steps in addressing market opportunities1. Determine total market Size – Big to matter, small to handle2. Divide into market Segments – Similar Needs, Wants, Expectations3. Choose primary Target market – Focus limited resources4. Position – Use 4 Ps to hit Primary Target Market www. josephdeungria.com

Steps 2 to 4: STPSegment. Target. PositionSToP before you do anything www. josephdeungria.com

Steps 2 to 4: STP AnalogySegment. Target. PositionReady. Aim. Fire! www. josephdeungria.com

4 Steps in addressing market opportunities1a. Is the market size small enough to handle? www. josephdeungria.com

4 Steps in addressing market opportunities1b. Is the market big enough to matter? www. josephdeungria.com

4 Steps in addressing market opportunities2a. Divide the market into Segments (similar needs, wants & demands) www. josephdeungria.com

Steps in addressing market opportunities2b. Choose the segment you will target www. josephdeungria.com

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4 Steps in addressing market opportunities2c. Segment you choose is your Primary Target Market (PTM) www. josephdeungria.com

4 Steps in addressing market opportunities2d. Target your PTM with your positioning (communicate benefits) www. josephdeungria.com

4 Steps in addressing market opportunities 2e. To hit your PTM, adjust your marketing mix (4Ps) PromoProduct Place Price www. josephdeungria.com

4 Steps in addressing market opportunities 2f. Some PTMs require a mix which emphasize product and promo PromoProduct Place Price www. josephdeungria.com

4 Steps in addressing market opportunities 2g. Many PTMs require a heavy Price mix PromoProduct Place Price www. josephdeungria.com

4 Steps in addressing market opportunities 2h. Your PTM require mix adjustments from time to time PromoProduct Place Price www. josephdeungria.com

4 Steps in addressing market opportunities 2h. Aim well as your competitors are targetting the same PTMs. PromoProduct Place Price www. josephdeungria.com

Remember: different 4 P mixto target different PTMProduct Price Promo Place www. josephdeungria.com

Emphasizing low price is only 1 approach!Product Price Promo Place www. josephdeungria.com 57

Emphasizing excellent product isanother common strategyProduct Price Promo Place www. josephdeungria.com 58

Some products are promo-driven…Product Price Promo Place www. josephdeungria.com

Marketing Mix 4 P’s meanmore! www. josephdeungria.com 60

Integrated Marketing Communicationshas 2 General Types Mass Personal www. josephdeungria.com

Mass communication simultaneously speaks to many Mass Personal1. Sales Promotion2. Advertising3. Public Relations4. Events and Experiences www. josephdeungria.com

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

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

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

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

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

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

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

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

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

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

The most important is benefit.Features Powerpoint PresentationAdvantage Easier to understandBenefit More learning for all www. josephdeungria.com

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

Consider company when analyzing opportunitiesCompany Objectives Resources www. josephdeungria.com

Consider company when analyzing opportunitiesCompany Objectives Resources 5 factors 1 Vision 2 Mission www. josephdeungria.com

Consider company when analyzing opportunitiesCompany Objectives Resources 3 Goals and Objectives 5 factors 1 Vision 2 Mission www. josephdeungria.com

Consider company when analyzing opportunitiesCompany Objectives Resources 3 Goals and Objectives 5 factors 1 Vision 2 Mission 4 Business Portfolio www. josephdeungria.com

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

Vision is taking a step back from the trees-FRH=15FCW=2 TreesZoom=15 www. josephdeungria.com

Vision is taking a step back from the trees- to see the forest.FRH=15FCW=2 TreesZoom=15 Forest www. josephdeungria.com

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

Stop, Look, Listen at Competition when analyzing opportunities 5 Industry ForcesPower of Power of Barriers to Substitution CompetitiveSuppliers Customers Entry Reaction www. josephdeungria.com

Also consider the environmentInternal – Strengths – WeaknessesExternal – Opportunities – Threats www. josephdeungria.com

4 Generic Winning StrategiesLow Cost Producer Differentiate Supply & Distribution Niche Leverage www. josephdeungria.com

4. Model Concept Summary All Together Now!www. josephdeungria.com

Heart is a 3 cornered shapeFor 3 Strategic Cs www. josephdeungria.com

First side is Customer CUSTOMER www. josephdeungria.com

2nd side is Company who creates,communicates & delivers value COMPANY CUSTOMER www. josephdeungria.com

3rd side is Competition COMPANY COMPETITION CUSTOMER www. josephdeungria.com

For customers, we meet demands COMPANY COMPETITION NEEDS, WANTS, DEMANDS CUSTOMER www. josephdeungria.com

True test of customer satisfactionis repeat sales… COMPANY COMPETITION NEEDS, REPEAT SALES WANTS, DEMANDS CUSTOMER www. josephdeungria.com

Key Result Area for Company isConsistent Profits COMPANY COMPETITION PROFITS NEEDS, REPEAT SALES WANTS, DEMANDS CUSTOMER www. josephdeungria.com

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

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

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

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

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

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

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

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

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

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

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

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

21st Century Realities for the I Love MARKETING (Same Difference?!) Prof. Bong De Ungria Ateneo Graduate School of Business www. josephdeungria.com 108

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

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

For 21st Century Marketing,5 Things Remained the Same www. josephdeungria.com

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

21st Century Same Concept 2:Basic needs have not changed.No NEED added or deleted. Needs are still basic, universal human requirements. Respond to 5 Types of needs: 1. Stated 2. Unstated 3. Real 4. Delight 5. Secret www. josephdeungria.com

21st Century Same Concept 3 and 4:Marketing meets demand(ergo, meets needs too!) www. josephdeungria.com

21st Century Same Concept 5: Everything is marketed !1. Goods2. Services3. Experiences & Events4. Persons5. Places6. Properties7. Organizations8. Information & Ideas www. josephdeungria.com

In 21st Century Marketing Many Things Changed www. josephdeungria.com

21st Century Marketing Difference 1: Competition increased due to1. Globalization2. Technology3. Deregulation4. Privatization5. More Competition6. Industry Convergence7. Consumer resistance8. Retail Transformation www. josephdeungria.com

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

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

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

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

21st Century Marketing Difference 5:Marketing Must Fulfill 7 Tasks 1. Develop Strategic Plans www. josephdeungria.com

21st Century Marketing Difference 5:Marketing Must Fulfill 7 Tasks 1. Develop Strategic Plans 2. Capture Market Insights www. josephdeungria.com

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

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

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

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

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

I Love MARKETING +21st Century Visual Images www. josephdeungria.com

Outline: 21st century marketing is…1. Important to business success (why?)2. Meeting demands profitably (what?)3. Used for everything (for what?)4. Involves everybody (who?)5. Is Constantly Changing www. josephdeungria.com

Outline: 21st century Marketing…6. Understands and meets needs7. Manages Demand8. SToP with Brands9. Is Holistic10.Involves 7 Tasks www. josephdeungria.com

In 20th century marketing:20 was good and can win! ACE + 9 = 20 www. www.josephdeungri josephdeungria.com 132 a.com

21st Century Marketing:Only “21” is acceptable ACE + 9 = 20 ACE + 10 = 21! www. josephdeungria.com

21st Century Marketing….Meeting Demands Profitably Business Success PROFITABLY NEEDS, WANTS, DEMANDS www. josephdeungria.com

21st Century Marketing….Used for everything & involveseverybody Business Success PROFITABLY NEEDS, EVERYBODY WANTS, DEMANDS www. josephdeungria.com

21st Century Marketing….Is Changing Business Success PROFITABLY NEEDS, CHANGING WANTS, 10 ENTITIES DEMANDS www. josephdeungria.com INVOLVES EVERYBODY

21st Century Marketing….Demanding Customers, GreaterCompetition, Stronger Companies Business Success PROFITABLY NEEDS, CHANGING WANTS, EVERYBODY DEMANDS www. josephdeungria.com

21st Century Marketing….Demanding Customers Demand alot that can bankrupt companies Business Success PROFITABLY NEEDS, CHANGING WANTS, EVERYBODY DEMANDS www. josephdeungria.com

21st Century Marketing….Manages Demand Business Success PROFITABLY NEEDS, CHANGING WANTS, EVERYBODY DEMANDS www. josephdeungria.com

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

21st Century Marketing….ST.P= Segments… MANAGES DEMANDS Business Success PROFITABLY NEEDS, CHANGING WANTS, EVERYBODY DEMANDS www. josephdeungria.com

21st Century Marketing….ST.P= Segments…Targets… MANAGES DEMANDS Business Success PROFITABLY NEEDS, CHANGING WANTS, EVERYBODY DEMANDS www. josephdeungria.com

21st Century Marketing…. ST.P= Segments…Targets… Positions MANAGES DEMANDS Business Success PromoProduct Place Price PROFITABLY NEEDS, CHANGING WANTS, EVERYBODY DEMANDS www. josephdeungria.com

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

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

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

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

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

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

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

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

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

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

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 155

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 www. josephdeungria.com

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VCoach 21st century iI love marketing model created by prof bong de ungria 2012

by Remigio Joseph DeUngria on Jan 15, 2012

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VCoach 21st century iI love marketing model created by prof bong de ungria 2012 — Presentation Transcript