Marketing vs Branding in the 21st Century

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1
DEFINING MARKETING (and
BRANDING) for the 21st
CENTURY
Prof. Bong De Ungria
Ateneo Graduate School of Business
Understanding Marketing Management

Marketing vs. Branding?
What’s the Difference?

Outline:
21st century marketing is…
1. Important to business success (why?)
2. Used for everything (for what?, scope)
3. Everyone’s responsibility (who?)
4. Basic (what are core concepts?)
5. Changing
6. Accomplishing 7 Tasks

21st Century Marketing Concept 1:
Marketing is important for
business success
• Delivers top-line growth (revenue)
• Customer retention/ loyalty
communicating and
creating,
delivering value to

1. Goods
2. Services
3. Experiences
4. Events
5. Persons
6. Places
7. Properties
8. Organizations
9. Information
10.Ideas
Everything (10) is marketed !

1. Goods
2. Services
3. Experiences
4. Events
5. Persons
6. Places
7. Properties
8. Organizations
9. Information
10.Ideas
Everything (10) is marketed !
Pnoy Challenge:
Name 1 entity that
does not need
Marketing

Who
Is
Involved
In
Marketing
(for your company?)
Raise your hands!

1. Marketing
2. Finance
3. Operations
4. HR
Every employee is a marketer!

1. Marketing
2. Finance
3. Operations
4. HR
Including:
– Delivery personnel
– Security guards
– Secretaries
– Collectors
– Messenger
Every employee is a marketer!

Everything counts!
(All actions are counted, scored by the
customer)

Model
Mastering 101 Key Marketing Concepts

What is Marketing?

What is Marketing?
System of profitably

What is Marketing?
creating,

What is Marketing?
communicating and
creating,

What is Marketing?
communicating and
creating,
delivering value to

What is Marketing?
Satisfy customer
communicating and
creating,
delivering value to

What is Marketing?
Satisfy customer
needs, wants and demands
communicating and
creating,
delivering value to

What is Marketing?
Satisfy customer
needs, wants and demands
Better than competition
communicating and
creating,
delivering value to

Maslow’s Hierarchy of Needs=
a basic, constant reference
Self-
Actualization
Esteem Needs
(Recognition,
Status)
Social Needs (sense of
belonging, love)
Safety Needs (security,
protection)
Physiological needs (food, water,
shelter)
Reference: Marketing Management, 11th ed, Philip Kotler

Can Marketing Create or Satisfy
Needs?
Can Marketing Create Needs?
Debate

Food example
To understand Needs, Wants & Demands.
Need Basic necessity
Feel deprived if this is
absent
Food
Want Given choices, this is
what you prefer
Chicken,
Burger, Steak
dinner
Demand A want that is supported
by a decision and
capacity to buy
Only burger
is within my
budget!

21st Century Same Concept 3 and 4:
Marketing meets demand
(thus, meets needs too!)

Heart is a 3 cornered shape
For 3 Strategic Cs

CUSTOMER
First side is Customer

COMPANY
CUSTOMER
2nd side is Company who creates,
communicates & delivers value

COMPANY
CUSTOMER
COMPETITION
3rd side is Competition

COMPANY
CUSTOMER
NEEDS,
WANTS,
DEMANDS
COMPETITION
For customers, we meet demands

In 21st Century Marketing
Many Things Changed
(Increased!)

1. Globalization
2. Technology
3. Deregulation
4. Privatization
5. More Competition
6. Industry Convergence
7. Consumer resistance
8. Retail Transformation
21st Century Marketing Difference 1:
Competition increased due to

1. Globalization
2. Technology
3. Deregulation
4. Privatization
5. More Competition
6. Industry Convergence
7. Consumer resistance
8. Retail Transformation
The Following changed
or disappeared:
Economic Boundaries
Brick and Mortar
Business Rules
Monopolies & Dinosaurs
Way of Doing Business
Competitive Rules changed!

1. Buying Power
2. Choices
3. Information
4. Voice
EASIER
5. Ordering
6. Comparison
Customer is
King!
INCREASED
Customers are more powerful
and demanding

1. Internet
1. Social Media
2. Sales Channel
3. Research
4. On and Off-line buzz
5. Blogs
6. Purchasing savings
2. Niche magazines
3. Mobile
Companies must use more
capabilities too!

Heart Attack!
Company does same things it did 5 or 10
years ago (even if these were the key
success factors of the 20th century)

Must cover:
1. CONNCECTED Customers (develop long term
relationships)
2. Company (internal customers, employees, 4Ps)
3. Competition (performance)
Marketing has to be HOLISTIC

1. Develop Strategic Plans
Marketing Must Fulfill 7 Tasks

2. Capture Market Insights

3. Connect with Customers

4. Build Strong Brands

5. Shape Market Offerings

6. Communicate & Deliver Value

6. Communicate & Deliver Value
7. Capture Long Term Growth

46
DEFINING MARKETING (and
BRANDING) for the 21st
CENTURY
Prof. Bong De Ungria
Ateneo Graduate School of Business
Understanding Marketing Management

Marketing vs Branding in the 21st Century

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