Philip Kotler - Los 10 Principios Del Nuevo Marketing

A Strategy Document on The New Marketing Paradigm Holistic Marketing ● Lateral Marketing ● High-tech Marketing by PHILIP KOTLER Documentation Sponsored by Canon

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Kotler On Marketing How To Create, Win, and Dominate Markets

Philip Kotler, Ph.D

Kellogg School of Management

Northwestern University

Indiatimes Mindscape

Mumbai and Delhi

October 11, 12, 2004

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Two Challenges Facing Indian Companies

Will Indian companies be able to defend their market against the growing invasion of foreign global brands?

Can Indian companies develop strong global brands?

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Can Indian Companies Defend the Domestic Market?

Foreign competitors will not only go after the high end market in India. They will target the middle and eventually the low end.

The main defense for India will be developing stronger skills in innovation, differentiation, branding, and service. In a word, MARKETING!

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But India Needs Stronger Marketing

Confusing marketing with advertising.

Advertising is hard sell.

Sometimes ads appear before the product is in distribution.

Some companies over-spend on advertising and go broke.

Little use of marketing research; can’t trust.

Therefore little segmentation of market and poor targeting.

Over focus on winning through low price; neglecting differentiation.

Retailers carry the same goods and their service is poor.

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Marketing is More Important than Production!

The Indian manufacturer of a Hugo Boss shirt gets only $12, or 10% of the final price of $120 that is paid by a customer of Saks Fifth Avenue.

The retailer gets 60% ($72) and the Brand company gets 30%, or $36.

Would you rather be the manufacturer, Brand owner, or retailer?

The Indian manufacturer has no defense if the Brand Owner wants to switch to another manufacturer to whom he will pay $8 and keep $2 or pass it to the retailer to get more retail support.

Yet India pays more attention to the product engineer than the marketing “engineer.” But India’s future success will require investing in marketing and branding.

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The Strategic Trajectory for India

Low cost, average quality domestic products.

Low cost, good quality domestic products.

Indian high-end products made for other companies.

Indian branded products (regional).

Indian branded products (global).

Indian dominant brands (global).

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Ranbaxy Pharmaceuticals (India)

Originally sold bulk substances to unsophisticated markets but gross margins were too low to cover export costs.

New CEO, Parvinder Singh, challenged Ranbaxy to become a truly global company. He said: “Ranbaxy cannot change India. What it can do is to create a pocket of excellence. Ranbaxy must be an island within India.”

The company moved into higher-margin businesses like selling branded generics in large volume markets like China and Russia.

Ranbaxy then entered the U.S. and Western Europe. In just five years, more than half of its US$ 250 million revenues now come from outside of India.

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The Case of Haier

Haier developed through three stages.

1. Fix quality

(Zhang Ruimin smashed 76 refrigerators).

2. Diversify

(Microwaves, toasters, air conditioners, dishwasher, vacuum cleaners, etc.)

3. Globalize

(Asia Region, U.S., Europe)

Haier entered with a U.S. partner and is challenging Whirlpool and GE.

Haier’s brand name products are sold in Wal-Mart, Best Buy, Sears, Lowe’s, Home Depot and Target.

Haier is promoted as a global brand, not a Chinese one. (Many people think it is German).

Puts lower price models in price-only stores and higher price models in top stores.

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Five C’s Favoring India

Capital: India has and can attract capital.

Cost: Another 50 years of low cost production

Capability: Large number of trained workers, engineers, scientists, and business people

Consumers: Immense domestic market

Calm and stability: in a world of turmoil and uncertainty

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A Quiz: Who Said This?

“ The purpose of a company is ‘to create a customer…The only profit center is the customer.’”

“ A business has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results: all the rest are costs.”

“ The aim of marketing is to make selling unnecessary.”

“ While great devices are invented in the Laboratory, great products are invented in the Marketing department.”

“ Marketing is too important to be left to the marketing department.”

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My Message

Marketing’s performance has been disappointing.

You must replace your Old Marketing with New Marketing that is:

holistic,

technology-enabled,

and strategic.

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Facing the Increasing Pressure for Marketing Accountability

Marketing has become a one P discipline = selling.

Marketing involves a great deal of waste.

$2 million for 30 seconds on the Superbowl.

Direct mail campaigns with a 1% response rate.

Cold sales calls which play the numbers.

High rate of new product failure.

Marketing costs are high and rising.

Marketing lacks accountability.

Marketing does not create major new ideas.

Marketing is too involved in short-term thinking.

Marketing doesn’t focus on its real assets.

Brands, customers, service quality, stakeholder relationships, intellectual capital, corporate reputation

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Needed: Holistic Marketing

Marketing must become strategic and drive business strategy.

A company needs to take a more holistic view of:

the target customers’ activities, lifestyle, and social space.

the company’s channels and supply chain.

the company’s communications.

the company’s stakeholders’ interests.

Holistic marketing will require strong software support.

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HOLISTIC RELATIONSHIP MARKETING FRAMEWORK Printed on CANON MARKET SPACE POTENTIAL OPPORTUNITIES BUSINESS INVESTMENT CUSTOMERS CORPORATION COLLABORATORS CUSTOMER FOCUS CORE COMPETENCIES COLLABORATIVE NETWORK 2) How can we define relevant market space? 3) What are the potential opportunities emerging from the market space? 4) What business capabilities and infrastructure required? 1) Who is involved?

4 COMPETITIVE PLATFORMS Printed on CANON Market Offerings COGNITIVE SPACE CUSTOMER VALUE BUSINESS DOMAIN COMPETENCY SPACE Business Architecture BUSINESS PARTNERS CRM ERP RESOURCE SPACE SCM Marketing Activities Operational System Creating Value Delivering Value Customer Focus Core Competencies Collaborative Network Exploring Value

Responding to Low Margins and the Economic Slowdown

Commoditization and rapid imitation leading to shorter product life cycles.

Competition of cheaper brands from China and elsewhere.

Rising selling and promotion costs and decreasing sales effectiveness.

Shrinking margins.

Proliferation of sales and media channels.

Power shifting to giant retailers who are demanding lower prices.

Recession: lower incomes and purchasing power.

Mergers, large company bankruptcies.

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Improving Marketing Efficiency and Effectiveness

Improving marketing efficiency

buying inputs more efficiently

hunting down excessive communication and sales travel expenses

closing unproductive sales offices

cutting back on unproven promotion programs and tactics

putting advertising agencies on a pay-for-performance basis

Improving marketing effectiveness

replacing higher cost channels with lower cost channels

shifting advertising money into better uses

reducing the number of brands or sku’s

Improving supply chain responsiveness

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Responding to the Economic Slowdown

Reevaluate your current resource allocations.

Geographical mix

Market segment mix

Customer mix

Product mix

Channel mix

Promotion mix

Decide whether to attack to gain market share rather than retrench.

Be sure to maintain the value proposition promised by your brand.

Try to add value instead of cutting the price.

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Marketing Strategies Are Showing Diminishing Returns

Product differentiation is harder to achieve.

Acquisitions and mergers have as many failures as successes.

Internationalization is offering less opportunities because either the good markets are overcrowded or the poor markets have no money.

New products unfortunately fail more times than they succeed.

Price cutting doesn’t work because competitors will match.

Pricing raising doesn’t work since there isn’t enough differentiation to support it.

Cost cutting has eliminated much of the fat but is now risking cutting the muscles.

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Strategies for Firms in Different Market Positions Printed on CANON Jagdish Sheth, Singapore Marketer, 2002

Five Winning Strategies

Cost reduction : (IKEA, Southwest Airlines, Wal-Mart, Enterprise Rent-a-Car).

Improved customer experience (Starbucks, Harley Davidson)

Innovative business model (Barnes & Noble, Charles Schwab, FedEx, Sony).

Improved product quality (P&G, Toyota).

Niching: (Progressive Insurance, Tetra)

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Dual Strategies

Planning for today

Defining the business.

Shaping the business to meet needs of today’s customers

Improving alignment between functional activities and business definition

Organization mirrors current business activities

Optimizing current operations to achieve excellence.

Planning for tomorrow

Redefining the business

Reshaping the business to compete for future customers and markets

Making bold moves away from the existing ways of doing business

Reorganizing for future business challenges

Managing change to create future operations and processes

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Printed on CANON In many markets, the growing number of competitors in mature markets leads companies to target niches of low profitability. Market Size Number of competitors Average profitability of all competitors or players Y O G U R T S M A R K E T Time

Some Vertical Marketing Methods

Modulation

The juice manufacturer varies the sugar content, fruit concentrate, with or without vitamins…

Sizing

Potato chips are offered in sizes 35 grams, 50 grams, 75grams, 125 grams, 200 grams, multi-packs…

Packaging

Nestle’s Red Box chocolates comes in different containers: cheap paper box for the grocery trade, premium metal box for the gift trade…

Design

BMW designs cars with different styling and features...

Complements

Biscuits with sugar spread on it, with cinnamon, with chocolate, with white chocolate, with black chocolate, filled biscuits…

Efforts reduction

Charles Schwab offers different channels for transacting such as retail stores, telephone, internet….

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Printed on CANON Lateral Marketing Process The case of Cereal Bars into Cereals for breakfast market Cereal varieties New category Vertical Marketing Process STREETS =

Printed on CANON Baby dolls market Doll varieties New category Lateral Marketing Process Vertical Marketing Process To feel as... = Teenager The case of Barbie

Other Examples of Lateral Marketing

Kinder Surprise = candy + toy.

Seven Eleven = food + depot.

Actimel = yogurt + bacteria protection.

Gas station stores = gas station + food.

Cyber cafes = cafeteria + Internet.

“ Be the godfather of a kid” = Donation + adoption.

Huggies Pull-ups = diapers + 3 year olds.

Walkman = audio + portable

Source: Philip Kotler and Fernando Trias de Bes, Lateral Marketing: A New Approach to Finding Product, Market and Marketing Mix Ideas (Wiley, 2004)

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Check Where You Stand

Marketing does the marketing -> everyone does the marketing.

Organizing by product units -> organizing by customer segments.

Making everything -> outsourcing more goods and services.

Using many suppliers -> working with fewer suppliers.

Emphasizing tangible assets -> emphasizing intangible assets.

Building brands through advertising -> building brands through integrated communications.

Attracting customers to stores -> making products available on-line.

Selling to everyone -> selling to target markets.

Focusing on profitable transactions -> focusing on customer lifetime value.

Focusing on market share -> focusing on customer share.

Being local -> being “glocal.

Focusing on the financial scorecard -> focusing on the marketing scorecard.

Focusing on shareholders -> focusing on stakeholders

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MARKETING IS THE ART OF BRAND BUILDING

*

IF YOU ARE NOT A BRAND,

YOU ARE A COMMODITY .

*

THEN PRICE IS EVERYTHING

AND THE LOW-COST PRODUCER

IS THE ONLY WINNER!

Building Brand Equity Printed on CANON

1. How Important is Branding?

The NUMMI plant in California produces two nearly identical models called the Toyota Corolla and the Chevrolet Prizm.

Toyota sold 230,000 Corollas compared to sales of 52,000 Prizms.

And Toyota’s net price is $650 higher!

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A Strong Brand Improves Demand and Supply

On the demand side:

higher price

increased sales volume

lower churn

more brand stretching

On the supply side:

greater trade acceptance, more favorable supplier terms, lower rejection

lower staff acquisition and retention costs

lower cost of capital

better scale economics through higher volume

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Names are Important in Branding

Donald Trump’s family name is Drumpf. But he can’t call it Drumpf Towers.

Alan Alda’s name was Alphonso D’Abruzzo.

Chinese gooseberry was renamed kiwifruit.

Paradise Island in the Bahamas used to be Hog Island.

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A Brand Must be More Than a Name

A brand must trigger words or associations (features and benefits).

A brand should depict a process (McDonald’s, Amazon).

A great brand triggers emotions (Harley-Davidson).

A great brand represents a promise of value (Sony).

The ultimate brand builders are your employees and operations , i.e., your performance, not your marketing communications.

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Your Company’s Brand

What word does your brand own?

2. Write down other words triggered by your brand name?

A. Circle the favorable words; square the unfavorable words.

B. Underline the words that are favorable but not widely known.

C. Double underline the words that are unique to your company.

3. Are any of the following a source for strengthening your brand’s personality?

A. Founders

B. Spokespersons

C. Characters

D. Objects

E. Stories and mythologies

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2. How Do You Develop a Brand Concept?

“ The brand must be an essence, an ideal, an emotion. ” It must be supported by beautiful logos, clever tag lines, creative turns, edgy names, rave launch parties, big ticket giveaway promotions, and publicity buzz-making. (Advertising agency view)

“ The brand should have a target group in mind and be positioned to solve one of their problems better than competitive offerings.” Furthermore the brand’s reputation is ultimately based on product quality, customer satisfaction, employee communications, social responsibility, etc. (Kevin Clancy, CEO of Copernicus)

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Branding Components

Name

Short, suggestive, memorable, unique, pronounceable

Slogan

Logo and typeface

Colors

Music

Themelines (Got Milk!)

Stationery and business cards

Offices

Trucks

Dress code

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Brand Slogans

BA, “The World’s Favorite Airline”

American Express, “The Natural Choice”

AT&T, “The Right Choice”

Budweiser , “King of Beers”

Ford, “Quality is #1 Job”

Holiday Inn, “No Surprises”

Lloyds Bank, “The Bank that Likes to Say Yes”

Philips,

“ From Sand to Chips”

“ Philips Invents for You”

“ Let’s Make Things Better”

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There is No Such Thing as a Commodity: Differentiate by Segments

Mobil conducted a study of 2,000 gasoline buyers and identified five segments:

Road Warriors (always driving)

True Blues (brand or dealer loyal)

Generation F3 (liked convenience store aspect)

Homebodies (fills up at nearest station)

Price Shoppers (20% of all the buyers)

Mobil rolled out Friendly Serve : cleaner property, bathrooms, better lighting, well-stocked stores, and friendlier personnel.

Mobil charged $.02 more and sales increased by 20-25 percent.

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3. How Do You Promote a Brand?

“ How do I justify spending millions on creating an image. That’s millions my customers have to spend when they buy from us.” Tom Parker, CEO of Clark’s shoes .

Brands are built by performance, not advertising.

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Don’t Overuse Advertising to Build a Brand

People don’t pay that much attention to ads anymore (wallpaper).

Some exceptional TV ads grab attention but do not provide motivation.

Advertising doesn’t have much credibility or believability.

The existence of so much advertising makes advertising less effective. Yet the cost of advertising keeps rising.

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Tools for Building Brands

Advertising (e.g.,Absolut Vodka)

Sponsorships (e.g., Kodak and Olympics)

Clubs (e.g. Nestle’s Casa Buitoni Club)

Company visits (e.g., Cadbury’s theme park, Hallmark’s Museum)

Trade shows

Traveling exhibits

Worldwide web casts of presentations, roundtables, entertainment

Distribution outlets (e.g., Haagen-Dazs)

Public facilities (e.g., Nestle Nestops)

Social causes (e.g., American Express)

High value for the money (e.g. buzz created by Ikea, etc.)

User community building (e.g., Harley-Davidson)

Founder’s personality (e.g., Colonel Saunders)

Celebrity spokespersons

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4. What Makes a Strong Brand?

Strong brand = Product Benefits x Distinct Identity x Emotional Values

Peter Doyle, Marketing Management & Strategy , 1997

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THE Y&R MODEL OF BRAND STRENGTH

A successful brand has brand vitality and brand stature .

Brand vitality consists of:

1. Differentiation , the brand is distinct

2. Relevance, the brand is meaningful and personally

appropriate.

Brand stature consists of:

1. Esteem , the brand is seen to have quality and momentum.

2. Familiarity , the brand is known and understood by many people.

Some conclusions:

1. A brand that has high familiarity but low likeability is a troubled brand.

2. A brand that has high likeability but low familiarity has high advertising potential.

3. A brand with high vitality but low stature has excellent potential.

4. When a brand’s differentiation and relevance start slipping, esteem will slip next, and then familiarity will decline.

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Characteristics of Strong Brands

Provides superior delivery of desired benefits.

(Starbucks, FedEx, Amazon)

Maintain innovation and relevance for the brand.

(Gillette, Charles Schwab)

Establish credibility and create appropriate brand personality and imagery.

(Apple, Virgin)

Communicate with a consistent voice.

(Coca-Cola, Accenture)

Strategically design and implement a brand hierarchy and portfolio.

(BMW, The Gap)

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Strong Brands Supply Use Value as Well as Purchase Value

Nestle:

Sells baby food

Provides free dietitian phone line

Nestops along the highway

Home Depot:

Sells home improvement products, such as paint, electrical supplies, plumbing

Offers free kitchen remodeling design service

Offers free workshops on how to paint, fix faucets, etc.

Volvo

Teaches safe driving,

Supports lower insurance rates for safe drivers

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When Do You Stretch a Brand Name?

Mercedes is putting its name on large, medium and small cars.

Gap decided to invent Old Navy in going down and buying Banana Republic in going up.

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How Do You Revitalize a Brand?

A dowager brand pioneered the market but now is declining. It will be hard to reverse the decline and give it new life but the decline can be slowed down.

Two general approaches:

Marketing mix modification

Improve the product, distribution, price, or promotion

Market modification

Find new segments, new usage benefits or occasions, more frequent usage, etc.

Find out to whom the dowager brand is losing share:

Old peer brands

New peer brands

Retail store brands

Generic brands

Elite brands

Find out to whom the dowager brand is losing sales.

Interview people who defected to each competitive class and their dissenting rationales.

Determine a counterlogic for each group and direct them to the groups that can most easily be won back.

Source: Dennis W. Rook and Sidney J. Levy, “Defending the Dowager: Communication Strategies for Declining Main Brands.”

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How Do You Rationalize Your Product Line?

Unilever found that the largest 50 brands accounted for 63% of its revenues.

Unilever decided to emphasize 400 core brands and dispose, delete or consolidate 1,200 of its marginal brands.

Unilever selected its 400 core brands based on brand scale, brand power (#1or 2), and brand growth potential.

40 brands were designated as core global brands (e.g., Dove, Knorr, Lipton), and 360 as regional core brands.

The core brands would get disproportionate investments in advertising and promotion, innovation, marketing competence and management time. The core brands would be extended.

Weak brands had small market shares; poor profitability; negative cash flow; weak channel support; disproportionate consumption of management time.

The weak brands would be milked, sold, delisted, or their attribute would be migrated to another brand.

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What Are the Most Frequent Causes of Brand Failure?

Failure to live up to the brand promise.

Failure to adequately support the brand.

Failure to adequately control the brand.

Failure to properly balance consistency and change with the brand.

Failure to do brand equity measurement and management.

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Building Customer Equity

How customer-centered is your company? How do you measure this?

Does your company need to be more customer-centered? To all customers or only the more important customers?

How can you go about becoming more customer-centered?

How much would this cost you in new technology and training?

How much would you gain as a result of becoming more customer-centered?

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Achieving Outcomes in Market Space

Achieving a deep customer focus is not done simply by building a customer database or customizing your product offerings.

A company must define its marketspace not in terms of products but in terms of customer outcomes.

Baxter Healthcare supplies “home-recovery enhancement,” not just nursing care or wheelchairs.

IHI, a health insurance company, operates in the “lifetime health and personal safety” marketspace.

A company then examines the customer activity cycle and the value gaps.

The company then invests in filling the major value gaps.

The company ends up being favored and grows through doing more things better for their customers.

Source: Sandra Vandermerwe, “Achieving Deep Customer Focus,” MIT Sloan Management Review, Spring 2004, pp. 26-34

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Achieving Deep Customer Focus

Create strategic excitement.

Enlist “points of light.”

Articulate the new market space focused on customer outcomes .

Identify the value opportunities through using the customer activity cycle.

Build a compelling case (not through a plan but a story).

Size the prize.

Modeling the concept with a few chosen customers.

Get people working together.

Get critical mass.

Gather momentum.

Source: Sandra Vandermerwe, “Achieving Deep Customer Focus,” MIT Sloan Management Review, Spring 2004, pp. 26-34.

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Building Customer Equity

Reduce the rate of defection.

Increase the longevity of the relationship.

Enhance the growth potential of each customer through cross-selling and up-selling.

Make low-profit customers more profitable or terminate them.

Focus disproportionate effort on high value customers.

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Components of Customer Equity

Customer equity is driven by:

Value equity

Brand equity

Relationship equity.

Companies must decide which driver(s) underlie each equity.

Source: Roland T. Rust, Valerie A. Zeithaml, and Katherine A. Lemon, Driving Customer Equity (New York Free Press 2000).

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Transaction Marketing vs. Customer Relationship Marketing

Customer Relationship Marketing (CRM) represents a paradigm shift from Transaction Marketing (TM).

TM companies focus on products and making a sale. CRM companies focus on building a long-term relationship that produces satisfaction for the customer and profitability for the company.

TM companies promote everywhere in search of customers. CRM companies promote to a defined customer group and aim to make the right offer at the right time using the right channel to the right customer.

All companies must practice a mix of TM and RM. TM will be stronger in companies facing a large number of customers; RM will be stronger in companies facing a small number of customers.

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Treat Different Customers Differently

Most profitable customers

Most unprofitable customers

Most growable customers

Most vulnerable customers

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Needed: Technology-Enabled Marketing

Technology-enabled marketing (TEM) combines information technology, analytical capacities, marketing data , and marketing knowledge , made available to one or more marketing decision makers to improve the quality of marketing management.

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A 5 Step Model for Database Marketing

Gather useful data on customers.

Classify customers by their needs and by their value to the firm.

Prepare business rules that select the best prospects.

Customize marketing treatments for each prospect in terms of product offers, service mix, media, and channel.

Set up accountability procedures.

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Database Marketing is Expensive!

Requires a tremendous investment in information gathering about individual customers and prospects.

Requires constant updating of information.

Some critical information may not be available.

Requires a high investment in hardware and software.

Requires integrating individual customer information from a variety of sources.

Requires people skilled at data mining.

Requires managing and training employees, dealers, and suppliers.

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Does Every Business Need CRM?

No. The following businesses may not benefit from CRM:

Businesses where the CLV is low.

Businesses with high churn.

Businesses where there is no direct contact between the seller and ultimate buyer.

Companies that are in the best position to invest in CRM.

Companies that collect a lot of data (banks, insurance companies, credit card companies, telephone companies).

Companies that can do a lot of cross-selling and up-selling (GE, Amazon, etc.).

Companies whose customers have highly differentiated needs and are of highly differentiated value to the company.

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Printed on CANON Introduction Growth Mature Decline Database Management & Warehousing Historical Database Analytics Database-Driven Marketing Performance Dashboards Marketing Mix Modeling / Marketing Management Work-Flow Solutions Marketing Resource Management Campaign Management Yield-Based Pricing Optimum Tools Marketing Technology Platforms on the Market Development Curve Source: Gary Morris, Adapted from Marketing Advocate, Inc . Predictive analytics

Precision Marketing

Precision marketing is achieved through looking at large quantities of historic data with the help of data mining tools that search for meaningful patterns, and then creating mathematical equations that represent the underlying relationships within the data.

Predictive analytics are used to identify the right offers and right messages to beam through different channels to narrow customer segments, based on the propensity to respond. The expected profit of a campaign can be estimated.

Many tactical marketer tasks will be automated and free up marketers to focus on more strategic decision making.

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SALES AUTOMATION

The objective is to empower the salesperson to be an informed salesperson who virtually has the whole company’s knowledge at his or her command and can provide total sales quality .

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Marketing Automation

Areas Ripe for Marketing Automation:

Selecting names for a direct mail campaign

Deciding who should receive loans or credit extensions

Allocating product lines to shelf space

Selecting media

Customizing letters to individual customers

Targeting coupons and samples

Pricing airline seats and hotel reservations

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Marketing Decision Models and Marketing Mix Response Models

BRANDAID

CALLPLAN

DETAILER

MEDIAC

PROMOTER

ADCAD

See Kotler, Marketing Models

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Marketing Dashboards

Tools dashboard

Processes dashboard

Performance dashboard

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Marketing Work-Flow Process Tools

Project management

Product management

New product development

Campaign management

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Exploit the Internet!

Research a new product on the Internet (panel research, chat rooms).

Create a site to explain how an existing or new product works ( ex., Tide ).

Create a site that consults on a category ( Colgate on dental problems ).

Create a site that consults on the customer’s profile ( Elizabeth Arden).

Sponsor a chat room around your product category.

Answer email questions instantly (Nestle baby care questions).

Send free samples of new products ( freesample.com ).

Send coupons of new products ( coolsavings.com ).

Customize your product ( Acumin vitamins).

Offer to sell very large orders direct.

Offer valuable information to people who will register on the site.

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Is New Technology Enough?

NT + OO = EOO

New Technology + Old Organization = Expensive Old Organization

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Technology-Enabled Marketing: Examples

Royal Bank of Canada

Decision to purchase CRM

Halifax Bank

Teller suggests financial products

Capital One

A credit card for everyone, but with different interest rates, credit lines, and cash advances.

Tesco supermarkets

Tesco has identified 5,000 customer “needs” segments. It sends out some 300,000 variations of any given offer with redemption rates of 90%. It has formed clubs such as Baby Club, A World of Wine Club, My Time Club

Kraft

Kraft has the names of 110 million customers and 20 thousand facts for each household. Kraft launched print magazine, Food & Family, that is delivered to the homes of 2.1 million Kraft customers in 32 versions tailored to 32 segments.

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10 Earmarks of the New Marketing

Recognize growing customer empowerment.

Develop a focused offering to the target market

Design the marketing from the customer-back.

Focus on delivering outcomes, not products.

Draw in the customer to co-create value.

Use newer ways to reach the customer with a message.

Develop metrics and ROI measurement.

Develop high-tech marketing.

Focus on building long run assets.

View marketing holistically to regain influence in the company.

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1. P&G Recognizes the New Consumer

Consumers want a conversation, to dialogue, to participate, to be more in control…We’re going from one-dimensional, product-myopic marketing to three-dimensional marketing – that offers better solutions…more delightful experiences… and the opportunity for on-going relationships.

Alan Lafley, CEO, P&G

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Do-It-Yourself Marketing

Self-Inform : Customers can research products and issues without relying on experts (e.g., WebMD, MedlinePlus.com)

Self-evaluate : Customers can compare product features and prices with a few clicks of a mouse (e.g., PriceGrabber.com, DealTime.com)

Self-segment : Customers can design and configure products (e.g., Dell, Reflect.com)

Self-price : Customers can propose prices to sellers (e.g., eBay, PriceLine.com, Free Markets)

Self-support : Customer can resolve problems by searching knowledgeable bases and discussion forums (e.g., www.remotecentral.com, www.treocentral.com )

Self-program : Customer can define their own media programming (e.g., TiVo, MyYahoo!)

Self-organize : Customers can join communities of interest to discuss products and issues (e.g., Meetup.org., IVillage)

Self-advertise : Customers can create feedback for their peers (e.g., Amazon.com, Planet Feeeback, BlogSpot.com)

Self-police : Customers can monitor reputations of manufacturers (e.g., eBay, BizRate.com)

Source: Mohan Sawhney lecture

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The Evolution of Marketing Printed on CANON Adapted from Prahalad and Ramaswamy 2004 Transactional Marketing Relationship Marketing Collaborative Marketing Time frame 1950s 1980s Beyond 2000 View of value The company offering in an exchange The customer relationship in the long run Co-created experiences View of market Place where value is exchanged Market is where various offerings appear Market is a forum where value is co-created through dialogue Role of customer Passive buyers to be targeted with offerings Portfolio of relationships to be cultivated Prosumers-active participants in value co-creation Role of firm Define and create value for consumers Attract, develop and retain profitable customers Engage customers in defining and co-creating unique value Nature of customer interaction Survey customers to elicit needs and solicit feedback Observe customers and learn adaptively Active dialogue with customers and communities

2. Develop a Focused Offering to the Target Market

Value customers : Which customer segment(s) do we want to serve?

Value proposition : Can we create a value proposition that delivers superior value through dramatically higher benefits or lower costs?

Value network : Can we run a better network or radically redefine the value delivery system for the industry such as Dell and IKEA have done?

3Vs framework of Nirmalya Kumar

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Choose to Serve a Unique Set of Customer Values

1. Identify the value expectations of potential customers.

2. Select the values on which to compete.

Nike values: Winning, roar of the crowd, extreme effort, the smell of sweat, physical development

New Balance values: Self-improvement, inner harmony, balanced, the smell of nature, spiritual development

3. Analyze the ability of the organization to deliver those values.

4. Communicate and sell the value message.

5. Deliver the value promised and continuously improve the company's value model.

See J. Nicholas Debonnis, et. al, Value-Based Marketing for Bottom Line Success: 5 Steps to Creating Competitive Value (McGraw-Hill, 2004)

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3. Design the Marketing From the Customer-Back

Marketing must be run as a set of value finding, creation, and delivery processes, not 4P functions. The four Ps are seller oriented.

The 4As are buyer oriented.

Awareness (A1)

Acceptability (A2)

Affordability (A3)

Accessibility (A4)

Market value potential = A1 x A2 x A3 x A4

If A1=100%, A2=100%, A3=50%, A4=50%, Then MV=25%

Source: Jagdish Sheth

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4. Focus on Delivering Outcomes, Not Products. Printed on CANON Company Product focus Solutions focus Akzo Nobel Gallons of paint Painted cars BP Nutrition-Hendrix Animal feed Animal weight gain Cummings Diesel engines Uninterruptible power ICI Explosives Explosives Broken rock Scania Trucks Guaranteed uptime WW Grainger MRO items Indirect materials mgt. Source: Kumar

Visualize a Larger Market

Nike now defines itself in the sports market rather than the shoe and clothing market.

The late Roberto Goizueta told his company that while Coca Cola had a 35 percent share of the soft drink market, it had only a 3 percent share of the total beverage market.

Armstrong World Industries moved from floor coverings to ceilings to total interior surface decoration.

Citicorp realized that it only had a small share of the total financial market which includes much more than banking.

Taco Bell went from selling food in stores to “feeding people everywhere” including kiosks, convenience stores, airports, and high schools.

Jack Welch asked product managers to redefine their market so that they only had a 10% share.

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5. Draw in the Customer to Co-create Value: Two Approaches

Offer a wide product line so the customer can choose something closer to the customer’s desires.

M&M allows customers to special order M&Ms in 21 colors.

Branches Hockey let’s players pick from 26 options: length of a stick, blade patterns, etc.

Stand ready to customize according to the customer’s wishes.

Dell computers are designed by customers

Lands’ End sells tailor-made chinos.

P&G on its reflect.com site lets shoppers design everything from eye moisturize to liquid foundation makeup.

Yankee Candle Company will mix colors and scents to make the candles you want.

Other examples: golf clubs, breakfast cereals, credit card companies

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Examples of Collaborative Marketing

P&G’s site has a We’re Listening section and Share Your Thoughts section and Advisory Feedback sessions.

GM offers an AutoChoiceAdvisory on its website

Cisco runs Customer Forums to improve its offerings.

A motorcycle in Italy is being designed by customers.

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6. Use Newer Ways to Reach the Customer with Relevant Messages

Make your ads more precise as to who they reach and more relevant.

Let consumers indicate if they have an interest or not. Stop pestering them.

Deliver valuable content with each ad, such as useful information or entertainment.

Reach consumers in newer ways.

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Newer Ways to Reach Customers

Sponsorships

Mentions on talk shows

Product placement

Street-level promotion

Festivals

Celebrity endorsements

Mobile billboards

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Creating Buzz on the Streets

Chrysler’s PT Landcruiser appeared in fashionable areas and college tailgate parties. 250,000 prospects requested information before official ad campaign began in April 2000.

Models drove around Los Angeles on Vespa scooters and chatted with customers in cafes and bars.

Ford identified 120 people in six key markets and gave them a Focus to drive for 6 months and promotional material.

Vans builds skateboard parks at malls and sponsors Vans Triple Crown.

Hasbro enlisted “cool” pre-teens to play the POX game and tell their friends about it.

Tourist goes into lounge and her telephone rings and picture of the caller appears on the phone.

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7. Develop Metrics and ROI Measurement Printed on CANON Products Brands Channels Customer Segments Markets Relative product quality Brand awareness Channel penetration Customer satisfaction Market penetration Perceived product quality Brand esteem Channel trust Average transaction size Market share Percentage of sales from new products Brand loyalty Channel efficiency Customer complaints Sales growth Product profitability Brand profitability Market share in each channel Customer acquisition costs Market profitability Channel profitability Customer retention rate Source: Kumar Customer profitability

8. Develop High-Tech Marketing