Genius Marketing 2/4 : THINK DIFFERENT

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Part 2 of Peter Fisk's masterclass at LBFME in Dubai on 24 May 2011

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Genius Marketing 2/4 : THINK DIFFERENT

  1. 1. Genius Marketing The 21st Century Toolkit Peter Fisk Dubai, May 2011genius works
  2. 2. World changing Game changing Seeing things differently Thinking different things The 21st Century Toolkit Bold, brave and brilliantgenius works
  3. 3. Seeing things differently Thinking different thingsgenius works
  4. 4. GYAKuSOU JAPANgenius works
  5. 5. GYAKuSOU JAPANgenius works
  6. 6. GYAKuSOU JAPANgenius works
  7. 7. NIKE GYAKuSOUgenius works
  8. 8. LEFT BRAIN RIGHT BRAINgenius works
  9. 9. STEVE WOZNIAK STEVE JOBSgenius works
  10. 10. genius $1bn in 4 Years works
  11. 11. JONNY IVE STEVE JOBSgenius works
  12. 12. genius HUMAN TECH works
  13. 13. genius Ipod in 2001 works
  14. 14. genius Itunes in 2003 works
  15. 15. genius Iphone in 2007 works
  16. 16. genius Ipad in 2010 works
  17. 17. LEFT BRAIN + RIGHT BRAINtheGeniusWorks.com
  18. 18. THINKING DIFFERENTgenius works
  19. 19. SAMSUNG’S INSPIRATION … TAE KUKgenius works
  20. 20. $55BN SALESgenius works
  21. 21. $10BN PROFITSgenius works
  22. 22. THINKING DIFFERENT Coca Colagenius works
  23. 23. 125 years oldgenius works
  24. 24. Market strategy Market Strategy Where How What should should we should we we do compete? different? to win? Secure competitive Create an approach Focus resources advantage to do this profitably on the most in chosen markets and in a sustainable way.attractive markets. theGeniusWorks.com
  25. 25. COKE’S MARKET MAP Bulk water 5 year average growth rate Sports drinks Retail water Ready-to-drink Juice drinks tea Juices and nectars Ready-to-drink Bubble size reflects estimated coffee global beverage profits Carbonated The Coca-Cola Company Soft-drinks Other brands Industry unit margins ($)genius works
  26. 26. COKE’S MARKET MAP Purified Strategic fit 2. Grow margins water 1. Build capability and accelerate 3. Participate selectively Sports Fruit RTD drinks tea drinks RTD Mineral Juices and coffee water nectars Energy drinks Bulk water Powders 4. Approach differently 5. De-emphasise Market attractivenessgenius theGeniusWorks.com works
  27. 27. Too big Too AMERICAN Too BADgenius works
  28. 28. THE NEW DNAgenius works
  29. 29. THINKING DIFFERENTgenius works
  30. 30. More RELEVANTMORE EMOTIONALgenius works
  31. 31. THINKING DIFFERENTgenius works
  32. 32. Example 6: developing Coke’s platform for good
  33. 33. THINKING DIFFERENTgenius works
  34. 34. genius works
  35. 35. genius works
  36. 36. genius works
  37. 37. Future backgenius works
  38. 38. Now forwardgenius works
  39. 39. Future backgenius works
  40. 40. Future back Now forwardgenius genius works works
  41. 41. Future back + NOW FORWARD theGeniusWorks.com
  42. 42. Future backgenius works
  43. 43. FUTURE BACKgenius works
  44. 44. FUTURE RADAR
  45. 45. THINKING DIFFERENTgenius works
  46. 46. CHANGING MARKETING
  47. 47. OUTSIDE IN + INSIDE OUT theGeniusWorks.com
  48. 48. genius works
  49. 49. genius works
  50. 50. New ideas, downloads, blog and videos www.theGeniusWorks.com Email peterfisk@peterfisk.com Twitter @geniusworks Creative Genius … the essential innovation guide for market visionaries, border crossers and game changers … by Peter Fisk inno.lab… the accelerated innovation process, to stretch your thinking, focus your action, and inspire your peoplegenius works

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