This slideshare captures the lecture of Prof Tom Lopez, President of UsMak, and a marketing guru. Tells us about motivation, segmenting the market, and departing from the traditional SEC segmentation but on how the products are used, where, and who use this.

1. ENTREPRENEURI
AL MARKETING
Marketing in the 21st
Century
By Guru Tom Lopez

2. VALUE CREATION
Why buyers buy? e.g. Paco Underhill
1.Buyer buy because of a need!
2.Hierarchy of needs – A. Maslow

3. NEEDS WANTS

4. NEEDS WANTS

5. NEEDS WANTS

6. Needs vs. Wants
NEEDS WANTS
Why we buy
Why we buy one brand instead
of another
Our being human
Time- and place-bound
influences: Economy, Culture,
Religion, Education, Media,
Technology
Same for everybody Different for different people
Never change Always, always changing

8. AT THE HEART OF VALUE
CREATION
DIFFERENT
CUSTOMERS
HAVE
DIFFERENT
NEEDS AND
WANTS

9. AT THE HEART OF VALUE
CREATION
TREAT
DIFFERENT
CUSTOMERS
DIFFERENTLY

10. FIT DEFINES VALUE

11. FIT DEFINES VALUE

12. VALUE
ARCHITECTURE
-( nice to have)
Area of differentation
wants segment the market
constantly changing

13. NEW DEFINITION OF MARKETING
– VALUE CREATION
Customer survey
Segmentation
Competitive
research
Marketing
Communication
logistics
Brand management
1. CSS
2. CRM
3. Repeat Sales

14. SEGMENTING,
TARGETING AND
POSITIONING
ENTREPRENEURIAL MARKETING
- Somebody owns the market position in the
mind of the customer.
1.POSITIONING
-Place occupied by product in
customers mind (Al Ries Jack
Trout)
- Defined by specific product
attributes.

15. 2. a .ER – Beware
Better ≠ Success
Bigger / Faster
CONCORDE
- Faster plane are gone because
according to customers, it ain’t
worth it!
b .ING – Is the operant word
EXCELLING
SATISFYING
DELIGHTING
SUPRISING
SELLING

16. 3. EXAMPLE
-Fighting Colgate
Steps:
a. Value must be defined
b. Go to the 4Ps
Product – Brand name, packaging
features
Promotions – What to say, how to say,
who says it
Logical Message – from left brain
Magical Message – from right brain

17. THE TOOTHPASTE WARS

18. The DOMINANT Toothpaste
95% of all toothpaste users
used colgate!

19. ANALYSIS:
a. Colgate has 95% of market
b. 60 % of toothpaste users also use
mouthwash
60 % of
toothpaste
users also use
mouthwash

20. VALUE MUST BE DELIVERED
o PRODUCT
Brand name, packaging, features
o PROMOTIONS
What to say, how to say, how often
o PRICE
Higher or lower than competition
o PLACE
where to sell
Logical Message – from left brain
Magical Message – from right brain

21. VALUE MUST BE DELIVERED
Product – name “Close-up” why?
- because you use mouthwash
in “Close-up moments (not white
because you become common with
Colgate)
New product
Toothpaste – mouthwash
in ONE
Promotion – “toothpaste &
mouthwash in one: courtship
(magic) moment
Price – more expensive than Colgate
why? Because its 2 in 1
Placement – whenever or where ever
there is toothpaste and
mouthwash sold.

22. SEGMENTING THE MARKET
Cutting the market creates new markets where
there are no competitors, no rules.
1.
Not just mere Demographic / Sociographic

23. WHO ARE OUR CUSTOMERS?
Demographics-only segmentation
is NOT ACTIONABLE

24. WHEN MARKETING MAGIC
HAPPENS
Toothpaste and
Mouthwash in one
Toothpaste users
Who also use
mouthwash

25. e.g.
Jolibee – “Langhap Sarap”
is magical message
Sweeter vs. the bland
taste of McDonalds
is logical message
Safeguard – who says it
“recommended by PAMET”
is the magical message
Price – lower,equal or higher
Placement – where it is distributed
Safeguard kills 99%
of Germs
Is the logical
message

26. e.g.

27. VALUE ARCHITECTURE

28. MEMORIAL PARK : OURS

29. e.g.
McDonald’s
The battle is not having more beef & lettuce , or fresh
buns but in supplementary non food items!

30. PETALS OF SERVICE

31. SERVICE PETAL :
INFORMATION
o Directions to site
o Schedules/service hours
o Prices
o Instructions on using core
Product/services
o Reminders
o Warnings

32. SERVICE PETAL:
CONSULTATION
o Advice
o Auditing
o Personal Consulting
o Management/ Technical

33. SERVICE PETAL:
ORDER-TAKING
o On-site
o Drive-in / Drive Through
o Phone-in; Delivery
o Mail Order
o On-line / Internet

34. SERVICE PETAL :
HOSPITALITY
o Greeting
o Food and Beverage
o Gift packs
o Waiting facilities and amenities
o Transportation
o Security

35. SERVICE PETAL:
CARE-TAKING
o Caring for possessions brought by
customers
Child care; Pet care, Valet parking,
Baggage handling
o Caring for goods purchased
Packaging; delivery
Installation; upgrades

36. SERVICE PETAL:
EXCEPTIONS
o Special requests in advance of
service
-Diet
-Children
-Religion
o Handling of complaints/
compliments
o Restitution (refunds, rain checks)

37. SERVICE PETAL:
BILLING
o Frequency of statements of
accounts
o Invoices
o Verbal statements of amount due
o Machine display
o Self-billing

38. SERVICE PETAL:
PAYMENT
o Self service
o Customer interacts with service
staff
o Automatic deduction from financial
deposits
o Credit cards
o Control and verification

39. STARBUCKS
o What was the coffee industry like in
the US before Starbucks came in
and revolutionized it?
o What made Starbucks successful?
o Why is Starbucks thinking of all of
the varied diversification moves
instead of just concentrating on
coffee shop expansion?

40. THE MANY VALUES OF
COFFEE
0
100
200
300
400
500
600
700

41. THE MANY VALUES OF
COFFEE
0
100
200
300
400
500
600
700

42. VALUE ACCORDING TO
STARBUCKS

43. House of P’s
Positioning / USP
Passionate People
Persistence / Patience
Placement
Process that
fulfills a Promise
Prayer
Promotions
Price
Product
Prim
ary Target
Market
Persistent
Profits

44. S – T – P
• SEGMENT
• TARGET
• POSITIONING

45. S – T – P
• SEGMENT
– Slice the market
– Differentiate customers as to how
they
• Buy
• Use
– Differentiate Needs

46. S – T – P
• TARGET
– Which is the preferred market
segment?
– Easy to reach, easy to satisfy?
– Profitable segment
– “MASA”

47. S – T – P
• POSITIONING
– Low cost or high cost?
– Low quality or high quality?