BA in Comms (Mktg MBA)
20 Years In Corp. America
Started Career as Recruiter
Launched Biz Consultancy ‘09
Tel: (201) 683-3399
What I Do
Employee Training and Professional and
Business Owner Coaching
Human Capital Development
5 US Segments:
What Makes Us
• Born before 1945.
• 10% of workforce.
• Influenced by the Military.
• 30 million people.
• Most affluent group.
• The 1st Generation.
• Delayed Gratification -work first,
2. Baby Boomers
• Born 1945-1964.
• Most influential group.
• 80 million people.
• Work ethic defined by time.
• Important to be a team member.
• Contributors to the team are cherished.
• Honor trust, loyalty, and responsibility,
but distrust authority.
3. Gen Xers
• Born 1964-1980.
• Prove it to me.
• 45 million people.
• Loyal to people, NOT companies.
• Move from job-to-job more
• Carpe Diem – Seize the day!
• Grew up with AIDS & MTV. Value
flexibility, life options, and achieving
achieving job satisfaction.
• Born between 1979 & 1994.
• 75 million people.
• Instant gratification.
• Quick feedback.
• Busy outside of work.
• Reward with time.
• Grew up in prosperous times. High
expectations, seek meaning in their work.
Career goals aligned with becoming rich
(81%) and famous (51%.)
5. Generation Z / iGen
• Comfortable with
tech/social media savvy.
• Came of age 9/11 & Great
conscious of their futures
and the challenges they
- Patrick Cooper
•Change is constant.
•Strategy and execution are critical.
•Competition is simultaneously local
•Results are measured instantly.
•Customers demand interactivity and
•Must stay ahead of the competition
The Chazin GroupThe Chazin GroupThe New Biz Reality
•Constant analysis required on
competitors, customers, marketplace
•The demand for SWOT information is
•Need for constant channels of
•Need to define a ‘business’ and
The Chazin GroupThe Chazin GroupStrategy is key
•Four (4) dimensions define any
sound business strategy:
• Product-market investment strategy;
• Customer value proposition;
• Assets & competencies; and
• Strategies and programs.
The Chazin GroupThe Chazin GroupWhat’s Business Strategy
•Determine where to conduct business
•What industries/sectors should you
•Specify: “What is our business and
what should it be.”
•(Exs. Williams Sonoma products for
home & kitchen. IBM shift from
hardware to consulting.)
The Chazin GroupThe Chazin GroupProduct Investment Strategy
•What you offer MUST appeal to
existing and new customers.
•Your value proposition must be
meaningful and relevant to your
•Includes the following elements:
• Good value, excellence in features or service, best
overall quality, innovation, product depth/breadth,
shared passion, etc.
The Chazin GroupThe Chazin GroupCustomer Value Proposition
• Your biz assets or competencies will
provide a lasting competitive advantage.
• Includes your people, experience in a
region, understanding of client needs,
access to labor/materials, first in
market, established brand…
• Any/all things you do REALLY well.
• Are already established (part of what
you are and do.)
• Synergies obtained from operating a biz.
The Chazin GroupThe Chazin GroupAssets & Competencies
•Functional strategies & programs to
drive your biz strategy may include:
• Client relationship/retention strategy;
• Customer referral program;
• Communication strategy;
• Sourcing strategy;
• Distribution & logistics program;
• Manufacturing strategy.
The Chazin GroupThe Chazin GroupStrategies & Programs
Your Vision statement explains what
you want to be/become.
Ex. Norfolk Southern: “Be the safest,
most customer-focused and most
successful transportation company in
It’s entirely aspirational. Your Vision should
inspire the hearts of those people who work
for you, and engage with you/your business.
Defines what your organization does
and does not do, and who you do it
Ex. U.S. Tennis Association: “Promote
and develop the growth of tennis.”
Mission statements drive everything
your organization does. They should be
simple, direct, and operative.
•Challenge the strategy to make sure
it remains relevant in a constantly
changing biz climate;
•Ensure your organization develops
and retains the necessary skills,
resources and staff to make the
•Infuse your strategy with energy &
The Chazin GroupThe Chazin GroupOnce You Have a Strategy
•Examine all the external elements
i.e. customers, competitors, markets,
and the general climate.
•Customer analysis: segments,
motivations, unmet needs.
•Competitor analysis: whose out
there, what do they offer?
•Market analysis: follow the trends.
The Chazin GroupThe Chazin GroupExternal Analysis
•Assess your sales organization,
marketing team, systems, processes,
•Align marketing goals to sales goals
and overall business goals.
The Chazin GroupThe Chazin GroupInternal Analysis
Align Your Marketing,
Sales & Business
• Effective marketing is aligned with your overall
• Your business strategy MUST guide your
approach to marketing.
• Your marketing strategy needs to be aligned
with your business strategy on 4 dimensions:
• Goal Alignment
• Resource Alignment
• Activity Alignment
• Implementation Alignment
• Are your strategic and financial goals consistent
with your marketing goals?
• Your goals can become misaligned due to:
• Rapidly changing business goals (marketplace
between your Departments.
• Lack of checkpoints to ensure both sets of your goals
are in sync.
Your Business Goals Your Marketing Goals
Increase market share
By 15% this year.
Increase sales to existing
clients by 20%.
Acquire 2 competitors with
combined 10-15% market
Acquire 400 new clients.
Discontinue 30% of your
existing product portfolio.
Launch minor league baseball
Form 3 strategic partnerships. Integrate outdoor ad
campaign in Central/No. NJ
MARKETING’s YEAR-LONG “THEME”
Offering to customers
Any other component of your
• Are the resources in your business and
your allocated marketing resources
• Business allocates resources throughout
the organization annually with $ for
marketing as a % of annual sales
• Marketing spreads the money around as
best it can to help you achieve your
• Marketers seek to influence the level, timing,
and composition of demand to meet the
• There are eight (8) demand states:
• Negative demand
• Nonexistent demand
• Latent demand
• Declining demand
• Irregular demand
• Full demand
• Overfull demand
• Unwholesome demand
What Do Marketers “DO?”
Investigating opportunities in an existing or
new value system.
Identifying unmet or underserved needs.
Determining target segments.
Assessing resource requirements to deliver the
Assessing the attractiveness of the
Making an educated “Go/No-Go” decision.
The 6-Step Process
•Influence purchase decisions.
•Help the biz deal with change.
•Force the organization to focus on
•Communicate resource availability.
The Chazin GroupThe Objectives
•Influence, set the entire strategy
through focus on customers,
competitors and the market.
•Drive the growth strategy.
•Align product lines and geographic
The Chazin GroupThe Chazin GroupMarketing & Strategy
• “Meeting Needs Profitably”
• Supporting the Sales Function
•The Marketing “MIX” 5Ps & 2Is
• Product, Price, Placement, Promotion,
Packaging (the OLD model…BI BEFORE
• AI After Internet focuses on Interactivity &
• “The art & science of choosing target markets
and getting, keeping, and growing customers
through creating, delivering, and
communicating superior customer value.”
Marketing: A Definition
• Core benefit: the most fundamental value
offered by the product.
• Basic/actual product: the minimum product
offering needed to deliver the core benefit.
• Augmented benefit: Features that go beyond
a customer’s most basic expectations.
What is a “PRODUCT”
“A product is something made in a
factory; a brand is something that is
bought by a customer. A product can
be copied by a competitor; a brand is
unique. A product can be quickly
outdated; a successful brand is
WPP Group, London