COSLA PRESENTATION on CHAPTER 7 of Marketing 4.0 of Kotler

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1
7 - Industry Archetypes and
Best Practices
What works for each
John Labayen
Ateneo Graduate School of Business
Marketing 4.0
Moving from Traditional to Digital

2. https://johnlabayen.wordpress.com/
1. Which archetype best describes
your industry? What are some of the
key improvement opportunities for
your business based on that
archetype?
2. What is the key success factor in
your industry? How can you learn
from other industries?
Questions and Objectives
Industry Archetypes and Best
Practices

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1. Four Major Industry Archetypes
Door Knob, Goldfish, Trumpet, Funnel
2. The ideal customer Path
The fifth pattern: The Bowtie
3. How they do it: Marketing Best
Practices
Brand, Channel, Service and Sales Management
Outline
7 - Industry Archetypes and
Best Practices

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1. Four Major Industry Archetypes
Based on the 5 As of
Marketing

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1. Four Major Industry Archetypes
Door Knob
• High commitment despite low
curiosity level
• Customers do not spend time to
research and evaluate options
• A key deciding factor is
availability at the point of
purchase
• Low customer affinity
• Brand switching is very common

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1. Four Major Industry Archetypes
Door Knob - Examples

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1. Four Major Industry Archetypes
Goldfish
• Distinguishing feature is high curiosity
level (ASK>APPEAL)
• Customer-path pattern is usually seen
in Business to Business (B2B)
• Customers typically consider many
factors before deciding the brand to
choose.
• The buying process is typically very
long and involves numerous
stakeholders with different interests.
• Competing brands are trapped in a
highly commoditized industry

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1. Four Major Industry Archetypes
Goldfish - Examples

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1. Four Major Industry Archetypes
Trumpet
• Found mostly in lifestyle categories
with High Affinity levels
• The number of advocates is higher
than the number of actual buyers
(advocate > act) and usually have
high price points.
• Customers are highly involved in
purchase decisions
• Since scarcity increases brand
appeal for potential buyers,
marketers do not really focus on
expanding channel availability.

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1. Four Major Industry Archetypes
Trumpet - Examples

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1. Four Major Industry Archetypes
Funnel
• Most purchases are well planned, and
customers are highly involved in the
purchase decisions
• The overall customer experience really
matters because customers do not skip
any stage and may drop brands from their
consideration sets anywhere across the
customer path.
• Although brand switching is infrequent in
a funnel category, a diminishing quality of
customer experience over time may
prompt customers to consider other
brands or even trade up to more premium
brands.

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1. Four Major Industry Archetypes
Funnel - Examples

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2. The ideal customer Path
The Fifth Pattern: Bowtie

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2. The ideal customer Path
The Fifth Pattern: Bowtie
• Reflects the key traits of a
perfect brand
• Everyone who is aware of
the brand is willing to
recommend the brand
because of its stellar
reputation.
• The brand appeal is so
strong that everyone who is
attracted to the brand ends
up buying it (appeal = act).

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2. The ideal customer Path
Superimposing the Bowtie
• It shows the gaps and
opportunities for
improvement can be
seen
• Brands with door knob,
goldfish, trumpet, and
funnel customer-path
patterns should strive
to obtain this perfect
bow tie pattern.

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2. The ideal customer Path
Bowtie vs Doorknob
• Brands with door knob,
should increase their affinity
level
• This is done by building post
purchase engagement
programs

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2. The ideal customer Path
Bowtie vs Trumpet
• Brands with the Trumpet
should improve commitment
• This is done by improving
affordability and channel
accessibility

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2. The ideal customer Path
Bowtie vs Funnel
• Brands with the Funnel
pattern should increase
commitment and affinity
levels.
• They should balance sales
and after sales service

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2. The ideal customer Path
Bowtie vs Goldfish
• Brands with the Goldfish
pattern has the hardest
work
• They need not only to
improve their commitment
and affinity levels but to
optimize their curiosity
level.
• Marketers in B2B sectors
face this tough challenge
because they deal with
generally savvy customers

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3. How they do it: Marketing Best Practices
Brand Advocacy Ratio
• Marketers can also derive industry
patterns from Brand Advocacy Ratio
(BAR) statistics.
• BAR essentially represents a
customer’s willingness to
recommend a brand.
• Using BAR Median and Range we
can derive the four major industry
groupings

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3. How they do it: Marketing Best Practices
Four Major Industry Groupings

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3. How they do it: Marketing Best Practices
Brand Management
High BAR median and Wide
BAR range
• Customers are generally
willing to recommend
several leading brands.
• The key success factor is developing sound
positioning and executing it through marketing
communications.

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3. How they do it: Marketing Best Practices
Brand Management-Examples

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3. How they do it: Marketing Best Practices
Channel Management
• The key success factors are
developing omnichannel
presence and driving
customers to buy.
High BAR median and Narrow BAR range
• Customers are generally willing to recommend certain brands
even though there is no player with a dominating BAR score.
• Success is often determined by channel proximity and
accessibility to key markets.

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3. How they do it: Marketing Best Practices
Channel Management-Example

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3. How they do it: Marketing Best Practices
Service Management
Low BAR median and High
BAR range
• Customers do not generally
recommend brands,
although they sometimes
advocate leading brands.
• Customers typically have poor perceptions of most
brands in
• Customer experience is often polarizing with equal
numbers of happy and frustrated customers. Leading
brands often show their service excellence and
customer intimacy over other brands’.

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3. How they do it: Marketing Best Practices
Service Management-Example

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3. How they do it: Marketing Best Practices
Sales Management
Low BAR median and Narrow BAR range
• Competition is tight and customers are generally
unwilling to recommend competing brands.
• Competing brands have to work hard to push their
products and services to the market
• The key success factor is
managing productive sales
people and driving the right
sales activities.

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3. How they do it: Marketing Best Practices
Sales Management-Example

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1. Which archetype best describes your
industry? What are some of the key
improvement opportunities for your business
based on that archetype?
Summary
Answers to Chapter Questions
• The main key improvement opportunities include increasing commitment and
affinity levels. And balancing sales and after sales service.
• Financial services is in a unique position vs the usual services sector
members. Making sure clients can do what they want conveniently and
securely is an area that the banking industry can improve in serving their
clients.
• Each client is a repeat customer through cross selling
=

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2. What is the key success factor in
your industry? How can you learn
from other industries?
Summary
Answers to Chapter Questions
• The key success factor in the banking industry is profitability in
terms of Return on Assets. Increase in total deposits as well as
increase in total Assets. The more deposits you have the better.
• Overall, the best success factor is increasing financial inclusion in
the country
• Learning from other industries are:
– Branding can help a lot as banking is a very competitive and crowded industry
– Bank’s can also look at increasing the channel’s clients can access them,
increasing accessibility through different channels.

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Summary:
Industry Archetypes and Best
Practices
1. Four Major Industry Archetypes
Door Knob, Goldfish, Trumpet, Funnel
2. The ideal customer Path
The fifth pattern: The Bowtie
3. How they do it: Marketing Best
Practices
Brand, Channel, Service and Sales Management

33. https://johnlabayen.wordpress.com/
33
7 - Industry Archetypes and
Best Practices
What works for each
John Labayen
Ateneo Graduate School of Business
Marketing 4.0
Moving from Traditional to Digital