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I LOVE
MARKETING
MODEL
(A Visual, Interactive Technique
To Master Marketing 101)
Prof. Remigio Jose...
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This “I Love Marketing Model” was
created to help students understand key
marketing concepts and ho...
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The basic marketing concepts here can be found in widely read-
textbooks written by Philip Kotler, ...
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What will this love story tell?
1. Why Models?
2. Why Images?
3. Marketing 101 concepts
4. All conc...
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What will this love story tell?
1. Why Models?
2. Why Images?
3. Marketing 101 concepts
4. All conc...
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1. Why Models?
Models, paradigms, systems
– Directions - Traffic
Provides order, reference points
–...
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2. Only images work!
Marketing (& everything) is a battle
for share of mind
Mind remembers only pic...
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What will this love story tell?
1. Why Models?
2. Why Images?
3. Marketing 101 concepts
4. All conc...
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3. Model
Mastering 101 Key Marketing Concepts
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What is Marketing?
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What is Marketing?
System of profitably
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What is Marketing?
System of profitably
creating,
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What is Marketing?
System of profitably
communicating and
creating,
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What is Marketing?
System of profitably
communicating and
creating,
delivering value to
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What is Marketing?
System of profitably
Satisfy customer
communicating and
creating,
delivering val...
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What is Marketing?
System of profitably
Satisfy customer
needs, wants and demands
communicating and...
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What is Marketing?
System of profitably
Satisfy customer
needs, wants and demands
Better than compe...
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Food example
To understand Needs, Wants & Demands.
Need Basic necessity
Feel deprived if this is
ab...
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Maslow’s Hierarchy of Needs=
a basic, constant reference
Self-
Actualization
Esteem Needs
(Recognit...
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Basic needs have not changed.
No NEED added or deleted
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But huge changes in the many
choices to answer same needs.
Wants= choices
preferred answer to a need
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Marketing discipline:
Focus on satisfying demands!
N Needs= basic requirements;
feel deprived witho...
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N Needs= basic requirements;
feel deprived without it
Wants= choices
preferred answer to a need
Dem...
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N Needs= basic requirements;
feel deprived without it
Wants= choices
preferred answer to a need
Dem...
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Other factors*:
1. Location/ neighborhood
2. Durability (concrete, wood)
3. Maintenance (paint, gar...
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Other factors*:
1. Location/ neighborhood
2. Durability (concrete, wood)
3. Maintenance (paint, gar...
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Cross-reference SEC with
population data…
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Best “guesstimate” of splits
within SEC classes
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Picture true market size and
demand
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1. AB market is small but attractive
2. Some products- cheaper to market to just “A to
AAA” market
...
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1. Can technology or marketing create
a need?
2. Do customers buy based on need or
want?
Pop quiz
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1. Can technology or marketing create
a need?
2. Do customers buy based on need or
want?
Pop quiz
N...
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Always consider 3 Strategic Cs
Customers
– The customer is not always right!
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Always consider 3 Strategic Cs
Customers
– The customer is not always right!
Company
– You are in b...
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Always consider 3 Strategic Cs
Customers
– The customer is not always right!
Company
– You are in b...
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3 STRATEGIC C’S correspond to
3 Key Result Areas
CUSTOMERS
COMPANY
COMPETITION
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3 STRATEGIC C’S correspond to
3 Key Result Areas
CUSTOMERS
COMPANY
COMPETITION
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3 STRATEGIC C’S correspond to
3 Key Result Areas
CUSTOMERS
ProfitsCOMPANY
COMPETITION
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3 STRATEGIC C’S correspond to
3 Key Result Areas
CUSTOMERS
Profits
Market Share
COMPANY
COMPETITION
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When is there a market opportunity?
When a GAP exists for
customers needs, wants & demands
Between ...
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4 Steps in addressing market
opportunities
1. Determine total market Size
– Big to matter, small to...
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4 Steps in addressing market
opportunities
1. Determine total market Size
– Big to matter, small to...
www.josephdeungria.com
4 Steps in addressing market
opportunities
1. Determine total market Size
– Big to matter, small to...
www.josephdeungria.com
4 Steps in addressing market
opportunities
1. Determine total market Size
– Big to matter, small to...
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1. Determine total market Size
– Big to matter, small to handle
2. Divide into market Segments
– Si...
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1. Determine total market Size
– Big to matter, small to handle
2. Divide into market Segments
– Si...
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1. Determine total market Size
– Big to matter, small to handle
2. Divide into market Segments
– Si...
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4 Steps in addressing market opportunities
1a. Is the market size small enough to handle?
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4 Steps in addressing market opportunities
1b. Is the market big enough to matter?
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4 Steps in addressing market opportunities
2a. Divide the market into Segments
(similar needs, want...
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4 Steps in addressing market opportunities
2b. Choose the segment you will target
Next: SMART’s seg...
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52
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4 Steps in addressing market opportunities
2c. Segment you choose is your
Primary Target Market (PT...
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4 Steps in addressing market opportunities
2d. Target your PTM with your positioning
(communicate b...
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Product
Promo
Price
Place
4 Steps in addressing market opportunities
2e. To hit your PTM,
adjust yo...
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Product
Promo
Price
Place
4 Steps in addressing market opportunities
2f. Some PTMs require a mix
wh...
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Product
Promo
Price
Place
4 Steps in addressing market opportunities
2g. Many PTMs require a heavy ...
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Product
Promo
Price
Place
4 Steps in addressing market opportunities
2h. Your PTM require mix adjus...
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Product
Promo
Price
Place
4 Steps in addressing market opportunities
2h. Aim well as your competito...
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Remember: different 4 P mix
to target different PTM
Product
Price
Promo
Place
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Emphasizing low price is
only 1 approach!
Product
Price
Promo
Place
61
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Emphasizing excellent product is
another common strategy
Product
Price
Promo
Place
62
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Some products are promo-
driven…
Product
Price
Promo Place
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Marketing Mix 4 P’s mean
more!
64
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Integrated Marketing Communications
has 2 General Types
Mass Personal
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Mass communication
simultaneously speaks to many
1. Sales Promotion
2. Advertising
3. Public Relati...
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Personal communication feels
like 1 on 1, customized
1. Sales Promotion
2. Advertising
3. Public Re...
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Sales Promo: Buy Now!
Not Tomorrow; Close out competition
1. Sales Promotion
2. Advertising
3. Publ...
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Advertising: Why Buy?
Inform, Persuade with Reasons
1. Sales Promotion
2. Advertising
3. Public Rel...
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PR: The Ali- buy
Activities not directly relate to a sale
1. Sales Promotion
2. Advertising
3. Publ...
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Events and Experiences are
stored as memories & feelings
1. Sales Promotion
2. Advertising
3. Publi...
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Direct Marketing=
Traditional Direct Response
1. Buy/Respond to a
call, mail, catalog
1. Direct Mar...
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Interactive Marketing=
Technology enabled Direct Response
1. Buy/Respond to a call,
mail, catalog
2...
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Personal Selling=
1 on 1: Buy from a salesperson
1. Buy/Respond to a call,
mail, catalog
2. Buy/Res...
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Word of Mouth=
It must be good if I or my friends say it
1. Buy/Respond to a call,
mail, catalog
2....
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When you communicate:
emphasize benefits!
Features
– Specs
Advantages
– What the specs do
Benefits
...
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The most important is benefit.
Features Powerpoint
Presentation
Advantage Easier to understand
Bene...
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Here’s why landlines are dying.
Features New cellphones are wireless,
small, affordable, long batte...
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Consider company when
analyzing opportunities
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Consider 5 factors about the
company when analyzing
opportunities
1,2 Alignment with Vision and Mis...
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Consider 5 factors about the
company when analyzing
opportunities
1,2 Alignment with Vision and Mis...
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Vision is taking a step back from
the trees-
FRH=15
FCW=2
Zoom=15
Trees
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Vision is taking a step back from
the trees- to see the forest.
FRH=15
FCW=2
Zoom=15
Trees
Forest
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Vision is taking a step back from
the trees- to see the forest.
The only difference here is perspec...
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Vision - What you Dream to Be
Mission- What your Current Business
Is
Vision vs. Mission
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Ateneo Graduate School of
Business: Vision
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Ateneo Graduate School of
Business: Mission
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Consider 5 factors about the
company when analyzing
opportunities
3 Consistency with Company Goals,...
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Consider 5 factors about the
company when analyzing
opportunities
3 Harmony with Business Portfolio...
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Consider 5 factors about the
company when analyzing
opportunities
4 Company’s strategies and tactic...
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Stop, Look, Listen at Competition
when analyzing opportunities
Porter’s 5 Forces Model
( Industry T...
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Needs, Wants and Demands
Especially if they can be better met by
the Company
Company must be able t...
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Also consider the environment
Internal
– Strengths
– Weaknesses
External
– Opportunities
– Threats
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In the end, there are only
4 Generic Winning Strategies
Low Cost Producer
Differentiate
Supply & Di...
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In the end, there are only
4 Generic Winning Strategies
1. Be LOWEST Cost Producer:
Sell at lowest ...
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In the end, there are only
4 Generic Winning Strategies
2. Gain Supply and/or
Distribution
Leverage...
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In the end, there are only
4 Generic Winning Strategies
3. Differentiate
Be different
Have added va...
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In the end, there are only
4 Generic Winning Strategies
4. NICHE
Be the absolute BEST
In a very nar...
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What will this love story tell?
1. Why Models?
2. Why Images?
3. Marketing 101 concepts
4. All conc...
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4. Model
Concept Summary
All Together Now!
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Heart is a 3 cornered shape
For 3 Strategic Cs
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CUSTOMER
First side is Customer
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COMPANY
CUSTOMER
2nd side is Company who creates,
communicates & delivers value
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COMPANY
CUSTOMER
COMPETITION
3rd side is Competition
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COMPANY
CUSTOMER
NEEDS,
WANTS,
DEMANDS
COMPETITION
For customers, we meet demands
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COMPANY
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
True test of customer satisfaction
...
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COMPANY
PROFITS
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Key Result Area for Company...
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COMPANY
MARKET
SHARE
PROFITS
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
KRA to know if...
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION...
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
SIZE
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPET...
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
SEGMENT
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COM...
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
TARGET
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMP...
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
TARGET
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMP...
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
CO...
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
CO...
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
CO...
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
CO...
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
CO...
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
CO...
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
CO...
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
CO...
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What will this love story tell?
1. Why Models?
2. Why Images?
3. Marketing 101 concepts
4. All conc...
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21st Century Realities
for the
I Love MARKETING
(Same Difference?!)
Prof. Bong De Ungria
Ateneo...
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Outline:
21st century marketing is…
The Same in 5 aspects:
1. Important to business success
2. Unde...
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Outline:
21st century Marketing…
But Different in…
6. Major changes in the 3 Strategic Cs
7. SToP w...
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For 21st Century Marketing,
5 Things Remained the Same
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21st Century Same Concept 1:
Marketing is important for
business success
• Delivers top-line growth...
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Needs are still basic,
universal human
requirements.
Respond to 5 Types
of needs:
1. Stated
2. Unst...
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21st Century Same Concept 3 and 4:
Marketing meets demand
(ergo, meets needs too!)
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1. Goods
2. Services
3. Experiences & Events
4. Persons
5. Places
6. Properties
7. Organizations
8....
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In 21st Century Marketing
Many Things Changed
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1. Globalization
2. Technology
3. Deregulation
4. Privatization
5. More Competition
6. Industry Con...
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1. Globalization
2. Technology
3. Deregulation
4. Privatization
5. More Competition
6. Industry Con...
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1. Buying Power
2. Choices
3. Information
4. Voice
EASIER
5. Ordering
6. Comparison
Customer is a m...
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1. Internet
1. Sales Channel
2. Research
3. On and Off-line buzz
4. Blogs
5. Purchasing savings
2. ...
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Must cover:
1. Customers (develop long term relationships)
2. Company (internal customers, employee...
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1. Develop Strategic Plans
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks
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1. Develop Strategic Plans
2. Capture Market Insights
21st Century Marketing Difference 5:
Marketin...
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1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
21st Century Market...
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1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
4. Build Strong Bra...
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1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
4. Build Strong Bra...
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1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
4. Build Strong Bra...
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1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
4. Build Strong Bra...
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I Love MARKETING +
21st Century Visual Images
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Outline:
21st century marketing is…
1. Important to business success (why?)
2. Meeting demands prof...
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Outline:
21st century Marketing…
6. Understands and meets needs
7. Manages Demand
8. SToP with Bran...
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In 20th century marketing:
20 was good and can win!
147www.josephdeungri
a.com
ACE + 9 = 20
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21st Century Marketing:
Only “21” is acceptable
ACE + 9 = 20 ACE + 10 = 21!
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21st Century Marketing….
Used for everything & involves
everybody
NEEDS,
WANTS,
DEMANDS
PROFITABLY
...
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21st Century Marketing….
Is Changing
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
INVOLVES
EVE...
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21st Century Marketing….
Companies must become better
since competition & customers
have increased
...
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21st Century Marketing….
Demanding Customers, Increased
Competition can bankrupt
Companies (heart a...
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21st Century Marketing….
ST.P= Segments…
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING...
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21st Century Marketing….
ST.P= Segments…Targets…
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
...
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21st Century Marketing….
ST.P= Segments…Targets… Positions
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Busines...
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21st Century Marketing….
Positions with Brands
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CH...
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21st Century Marketing….
Is Holistic
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MAN...
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21st Century Marketing….
Involves 7 Tasks
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGIN...
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21st Century Marketing…. 7 Tasks
1 Develop Plans
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
...
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21st Century Marketing…. 7 Tasks
2 Captures Insights
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Succ...
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21st Century Marketing…. 7 Tasks
3 Connects with Customers
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Busines...
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21st Century Marketing…. 7 Tasks
4 Builds Strong Brands
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
S...
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21st Century Marketing…. 7 Tasks
5 Shapes Market Offerings
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Busines...
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21st Century Marketing…. 7 Tasks
6 Communicates & Delivers Value
NEEDS,
WANTS,
DEMANDS
PROFITABLY
B...
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21st Century Marketing…. 7 Tasks
7 Creates Long Term Growth
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Busine...
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What will this love story tell?
1. Why Models?
2. Why Images?
3. Marketing 101 concepts
4. All conc...
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6. Picture & Win!
Marketing:
1. Has a lingo/ language
2. Is effective using visual model
– 10 x bet...
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I LOVE
MARKETING
MODEL
(A Visual, Interactive Technique
To Master Marketing 101)
Prof. Remigio Jose...
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A Visual, Interactive and Creative Marketing Model: I Love Marketing

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I Love Marketing Model was created by Prof. Remigio Joseph De Ungria to help AGSB MBA students understand and remember key marketing concepts and how these relate to one another. The use of images to represent concepts is a key differentiater of this model. This model has undergone several revisions since it was first used in the Ateneo in 1996.

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A Visual, Interactive and Creative Marketing Model: I Love Marketing

  1. 1. www.josephdeungria.com I LOVE MARKETING MODEL (A Visual, Interactive Technique To Master Marketing 101) Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM Ateneo Graduate School of Business 21st Century Edition
  2. 2. www.josephdeungria.com This “I Love Marketing Model” was created to help students understand key marketing concepts and how these relate to one another. The use of images and stories enhance the learning experience and amplify concept recall and marketing mastery. The model has been updated to 21st century strategic marketing realities. -Prof. Bong De Ungria, Certified Digital Marketer (CDM) Professor’s Note
  3. 3. www.josephdeungria.com The basic marketing concepts here can be found in widely read- textbooks written by Philip Kotler, Josiah Go and many other famous authors. My unique contribution was to be a maven and connector (terms used by Malcom Gladwell, in best-selling book: The Tipping Point) was to trim the fat, highlight the beef, make it sticky (easy to remember) through images and spread it like an epidemic (through the web). In Kotler’s marketing textbook, this is selective attention, distortion, and retention. While a traditional marketing guru might find the explanations oversimplified and limiting, that is not the point of the model; if you love and remember marketing after this presentation, then guess what? You’ve just been infected. Maven’s Caution on this Model - Vcoach Bong De Ungria, Contamination Marketer
  4. 4. www.josephdeungria.com What will this love story tell? 1. Why Models? 2. Why Images? 3. Marketing 101 concepts 4. All concepts in 1 visual framework 5. 21st Century Realities 6. Picture & Win!
  5. 5. www.josephdeungria.com What will this love story tell? 1. Why Models? 2. Why Images? 3. Marketing 101 concepts 4. All concepts in 1 visual framework 5. 21st Century Realities 6. Picture & Win!
  6. 6. www.josephdeungria.com 1. Why Models? Models, paradigms, systems – Directions - Traffic Provides order, reference points – for quick VALID decisions – common USEFUL understanding – BUT, know limitations
  7. 7. www.josephdeungria.com 2. Only images work! Marketing (& everything) is a battle for share of mind Mind remembers only pictures. – Car – Bedroom – My Life’s highlights
  8. 8. www.josephdeungria.com What will this love story tell? 1. Why Models? 2. Why Images? 3. Marketing 101 concepts 4. All concepts in 1 visual framework 5. 21st Century Realities 6. Picture & Win!
  9. 9. www.josephdeungria.com 3. Model Mastering 101 Key Marketing Concepts
  10. 10. www.josephdeungria.com What is Marketing?
  11. 11. www.josephdeungria.com What is Marketing? System of profitably
  12. 12. www.josephdeungria.com What is Marketing? System of profitably creating,
  13. 13. www.josephdeungria.com What is Marketing? System of profitably communicating and creating,
  14. 14. www.josephdeungria.com What is Marketing? System of profitably communicating and creating, delivering value to
  15. 15. www.josephdeungria.com What is Marketing? System of profitably Satisfy customer communicating and creating, delivering value to
  16. 16. www.josephdeungria.com What is Marketing? System of profitably Satisfy customer needs, wants and demands communicating and creating, delivering value to
  17. 17. www.josephdeungria.com What is Marketing? System of profitably Satisfy customer needs, wants and demands Better than competition communicating and creating, delivering value to
  18. 18. www.josephdeungria.com 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!
  19. 19. www.josephdeungria.com 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
  20. 20. www.josephdeungria.com Basic needs have not changed. No NEED added or deleted
  21. 21. www.josephdeungria.com But huge changes in the many choices to answer same needs. Wants= choices preferred answer to a need
  22. 22. www.josephdeungria.com Marketing discipline: Focus on satisfying demands! N Needs= basic requirements; feel deprived without it Wants= choices preferred answer to a need Demands= wants + purchase capability
  23. 23. www.josephdeungria.com N Needs= basic requirements; feel deprived without it Wants= choices preferred answer to a need Demands= wants + purchase capability AB, 1% of populaton C 14% DE , 85% Recognize difference in demand between SEC (socioeconomic classes)
  24. 24. www.josephdeungria.com N Needs= basic requirements; feel deprived without it Wants= choices preferred answer to a need Demands= wants + purchase capability AB, 1% of populaton C 14% DE , 85% Class AB can “figuratively” buy Maslow, Class DE must focus on basic needs
  25. 25. www.josephdeungria.com Other factors*: 1. Location/ neighborhood 2. Durability (concrete, wood) 3. Maintenance (paint, garden) 4. Ownership (own/rent?) 5. Educational Attainment 6. Occupation 7. Facilities (cars, appliances) 8. Household help Income is only 1 major consideration in Philippine SEC* *Criteria for SEC Socio Economic Classification of Homes, TNS, Revised January 2007
  26. 26. www.josephdeungria.com Other factors*: 1. Location/ neighborhood 2. Durability (concrete, wood) 3. Maintenance (paint, garden) 4. Ownership (own/rent?) 5. Educational Attainment 6. Occupation 7. Facilities (cars, appliances) 8. Household help How do I transform SEC to actionable “demand”? *Criteria for Socio Economic Classification of Homes, TNS, Revised January 2007TIP: To remember income cut-off, think Philippine Peso bills
  27. 27. www.josephdeungria.com Cross-reference SEC with population data…
  28. 28. www.josephdeungria.com Best “guesstimate” of splits within SEC classes
  29. 29. www.josephdeungria.com Picture true market size and demand
  30. 30. www.josephdeungria.com 1. AB market is small but attractive 2. Some products- cheaper to market to just “A to AAA” market 3. Middle Class is source of critical mass for most products 4. Middle Class needs to grow (DE to C) Bottomline realities in Philippine market
  31. 31. www.josephdeungria.com 1. Can technology or marketing create a need? 2. Do customers buy based on need or want? Pop quiz
  32. 32. www.josephdeungria.com 1. Can technology or marketing create a need? 2. Do customers buy based on need or want? Pop quiz No. The need will always be there. Often, technology allows the need to be addressed in a different way. Customers buy based on want. How many shoes do you need? How many shoes do you actually have? If people buy based on need alone, we would have a small world economy.
  33. 33. www.josephdeungria.com Always consider 3 Strategic Cs Customers – The customer is not always right!
  34. 34. www.josephdeungria.com Always consider 3 Strategic Cs Customers – The customer is not always right! Company – You are in business for the long term
  35. 35. www.josephdeungria.com Always consider 3 Strategic Cs Customers – The customer is not always right! Company – You are in business for the long term Competition – Benchmark performance
  36. 36. www.josephdeungria.com 3 STRATEGIC C’S correspond to 3 Key Result Areas CUSTOMERS COMPANY COMPETITION
  37. 37. www.josephdeungria.com 3 STRATEGIC C’S correspond to 3 Key Result Areas CUSTOMERS COMPANY COMPETITION
  38. 38. www.josephdeungria.com 3 STRATEGIC C’S correspond to 3 Key Result Areas CUSTOMERS ProfitsCOMPANY COMPETITION
  39. 39. www.josephdeungria.com 3 STRATEGIC C’S correspond to 3 Key Result Areas CUSTOMERS Profits Market Share COMPANY COMPETITION
  40. 40. www.josephdeungria.com When is there a market opportunity? When a GAP exists for customers needs, wants & demands Between what the company can supply And what competition offers GAP
  41. 41. www.josephdeungria.com 4 Steps in addressing market opportunities 1. Determine total market Size – Big to matter, small to handle
  42. 42. www.josephdeungria.com 4 Steps in addressing market opportunities 1. Determine total market Size – Big to matter, small to handle 2. Divide into market Segments – Similar Needs, Wants, Demands
  43. 43. www.josephdeungria.com 4 Steps in addressing market opportunities 1. Determine total market Size – Big to matter, small to handle 2. Divide into market Segments – Similar Needs, Wants, Demands 3. Choose primary Target market – Focus limited resources
  44. 44. www.josephdeungria.com 4 Steps in addressing market opportunities 1. Determine total market Size – Big to matter, small to handle 2. Divide into market Segments – Similar Needs, Wants, Demands 3. Choose primary Target market – Focus limited resources 4. Position – Use 4 Ps to hit Primary Target Market
  45. 45. www.josephdeungria.com 1. Determine total market Size – Big to matter, small to handle 2. Divide into market Segments – Similar Needs, Wants, Demands 3. Choose primary Target market – Focus limited resources 4. Position – Use 4 Ps to hit Primary Target Market Steps 2 to 4: STP Segment. Target. Position
  46. 46. www.josephdeungria.com 1. Determine total market Size – Big to matter, small to handle 2. Divide into market Segments – Similar Needs, Wants, Demands 3. Choose primary Target market – Focus limited resources 4. Position – Use 4 Ps to hit Primary Target Market Steps 2 to 4: STP Segment. Target. Position SToP before you do anything!
  47. 47. www.josephdeungria.com 1. Determine total market Size – Big to matter, small to handle 2. Divide into market Segments – Similar Needs, Wants, Demands 3. Choose primary Target market – Focus limited resources 4. Position – Use 4 Ps to hit Primary Target Market Steps 2 to 4: STP Segment. Target. Position Ready. Aim. Fire!
  48. 48. www.josephdeungria.com 4 Steps in addressing market opportunities 1a. Is the market size small enough to handle?
  49. 49. www.josephdeungria.com 4 Steps in addressing market opportunities 1b. Is the market big enough to matter?
  50. 50. www.josephdeungria.com 4 Steps in addressing market opportunities 2a. Divide the market into Segments (similar needs, wants & demands)
  51. 51. www.josephdeungria.com 4 Steps in addressing market opportunities 2b. Choose the segment you will target Next: SMART’s segmentation
  52. 52. www.josephdeungria.com 52
  53. 53. www.josephdeungria.com 4 Steps in addressing market opportunities 2c. Segment you choose is your Primary Target Market (PTM)
  54. 54. www.josephdeungria.com 4 Steps in addressing market opportunities 2d. Target your PTM with your positioning (communicate benefits)
  55. 55. www.josephdeungria.com Product Promo Price Place 4 Steps in addressing market opportunities 2e. To hit your PTM, adjust your marketing mix (4Ps)
  56. 56. www.josephdeungria.com Product Promo Price Place 4 Steps in addressing market opportunities 2f. Some PTMs require a mix which emphasize product and promo
  57. 57. www.josephdeungria.com Product Promo Price Place 4 Steps in addressing market opportunities 2g. Many PTMs require a heavy Price mix
  58. 58. www.josephdeungria.com Product Promo Price Place 4 Steps in addressing market opportunities 2h. Your PTM require mix adjustments from time to time
  59. 59. www.josephdeungria.com Product Promo Price Place 4 Steps in addressing market opportunities 2h. Aim well as your competitors are targetting the same PTMs.
  60. 60. www.josephdeungria.com Remember: different 4 P mix to target different PTM Product Price Promo Place
  61. 61. www.josephdeungria.com Emphasizing low price is only 1 approach! Product Price Promo Place 61
  62. 62. www.josephdeungria.com Emphasizing excellent product is another common strategy Product Price Promo Place 62
  63. 63. www.josephdeungria.com Some products are promo- driven… Product Price Promo Place
  64. 64. www.josephdeungria.com Marketing Mix 4 P’s mean more! 64
  65. 65. www.josephdeungria.com Integrated Marketing Communications has 2 General Types Mass Personal
  66. 66. www.josephdeungria.com Mass communication simultaneously speaks to many 1. Sales Promotion 2. Advertising 3. Public Relations 4. Events and Experiences Mass Personal
  67. 67. www.josephdeungria.com Personal communication feels like 1 on 1, customized 1. Sales Promotion 2. Advertising 3. Public Relations 4. Events and Experiences 1. Direct Marketing 2. Interactive Marketing 3. Personal Selling 4. Word of Mouth Mass Personal
  68. 68. www.josephdeungria.com Sales Promo: Buy Now! Not Tomorrow; Close out competition 1. Sales Promotion 2. Advertising 3. Public Relations 4. Events and Experiences 1. Buy Now 4 Mass Communication Modes
  69. 69. www.josephdeungria.com Advertising: Why Buy? Inform, Persuade with Reasons 1. Sales Promotion 2. Advertising 3. Public Relations 4. Events and Experiences 1. Buy Now! 2. Why Buy? 4 Mass Communication Modes
  70. 70. www.josephdeungria.com PR: The Ali- buy Activities not directly relate to a sale 1. Sales Promotion 2. Advertising 3. Public Relations 4. Events and Experiences 1. Buy Now! 2. Why Buy? 3. The Alibi 4 Mass Communication Modes
  71. 71. www.josephdeungria.com Events and Experiences are stored as memories & feelings 1. Sales Promotion 2. Advertising 3. Public Relations 4. Events and Experiences 4 Mass Communication Modes 1. Buy Now! 2. Why Buy? 3. The Alibi 4. Buy memories!
  72. 72. www.josephdeungria.com Direct Marketing= Traditional Direct Response 1. Buy/Respond to a call, mail, catalog 1. Direct Marketing 2. Interactive Marketing 3. Personal Selling 4. Word of Mouth 4 Personal Communication Modes
  73. 73. www.josephdeungria.com Interactive Marketing= Technology enabled Direct Response 1. Buy/Respond to a call, mail, catalog 2. Buy/Respond to SMS, email, website 1. Direct Marketing 2. Interactive Marketing 3. Personal Selling 4. Word of Mouth 4 Personal Communication Modes
  74. 74. www.josephdeungria.com Personal Selling= 1 on 1: Buy from a salesperson 1. Buy/Respond to a call, mail, catalog 2. Buy/Respond to SMS, email, website 3. 1 on 1 buy 1. Direct Marketing 2. Interactive Marketing 3. Personal Selling 4. Word of Mouth 4 Personal Communication Modes
  75. 75. www.josephdeungria.com Word of Mouth= It must be good if I or my friends say it 1. Buy/Respond to a call, mail, catalog 2. Buy/Respond to SMS, email, website 3. 1 on 1 buy 4. My friends bought! 1. Direct Marketing 2. Interactive Marketing 3. Personal Selling 4. Word of Mouth 4 Personal Communication Modes
  76. 76. www.josephdeungria.com When you communicate: emphasize benefits! Features – Specs Advantages – What the specs do Benefits Customer: – What’s in it for me? – Wny should I care?
  77. 77. www.josephdeungria.com The most important is benefit. Features Powerpoint Presentation Advantage Easier to understand Benefit More learning for all
  78. 78. www.josephdeungria.com Here’s why landlines are dying. Features New cellphones are wireless, small, affordable, long battery life and lightweight Advantage 75 million Filipinos always carry it around. Benefit Easier to keep in touch with the right person anytime all the time.
  79. 79. www.josephdeungria.com Consider company when analyzing opportunities
  80. 80. www.josephdeungria.com Consider 5 factors about the company when analyzing opportunities 1,2 Alignment with Vision and Mission 5 factors 1 Vision 2 Mission
  81. 81. www.josephdeungria.com Consider 5 factors about the company when analyzing opportunities 1,2 Alignment with Vision and Mission 5 factors 1 Vision 2 Mission
  82. 82. www.josephdeungria.com Vision is taking a step back from the trees- FRH=15 FCW=2 Zoom=15 Trees
  83. 83. www.josephdeungria.com Vision is taking a step back from the trees- to see the forest. FRH=15 FCW=2 Zoom=15 Trees Forest
  84. 84. www.josephdeungria.com Vision is taking a step back from the trees- to see the forest. The only difference here is perspective ! FRH=15 FCW=2 Zoom=15 Trees Forest
  85. 85. www.josephdeungria.com Vision - What you Dream to Be Mission- What your Current Business Is Vision vs. Mission
  86. 86. www.josephdeungria.com Ateneo Graduate School of Business: Vision
  87. 87. www.josephdeungria.com Ateneo Graduate School of Business: Mission
  88. 88. www.josephdeungria.com Consider 5 factors about the company when analyzing opportunities 3 Consistency with Company Goals, and Objectives 5 factors 1 Vision 2 Mission 3 Goals and Objectives
  89. 89. www.josephdeungria.com Consider 5 factors about the company when analyzing opportunities 3 Harmony with Business Portfolio (Range of Products & Resources) 5 factors 1 Vision 2 Mission 3 Goals and Objectives 4 Business Portfolio
  90. 90. www.josephdeungria.com Consider 5 factors about the company when analyzing opportunities 4 Company’s strategies and tactics to take advantage of the opportunity 5 factors 1 Vision 2 Mission 3 Goals and Objectives 4 Business Portfolio 5 Strategies and Tactics
  91. 91. www.josephdeungria.com Stop, Look, Listen at Competition when analyzing opportunities Porter’s 5 Forces Model ( Industry Threats) Power of Power of Barriers to Substitution Competitive Suppliers Customers Entry Reaction
  92. 92. www.josephdeungria.com Needs, Wants and Demands Especially if they can be better met by the Company Company must be able to communicate and deliver benefits better For customer, what do we consider for evaluating opportunities?
  93. 93. www.josephdeungria.com Also consider the environment Internal – Strengths – Weaknesses External – Opportunities – Threats
  94. 94. www.josephdeungria.com In the end, there are only 4 Generic Winning Strategies Low Cost Producer Differentiate Supply & Distribution Niche Leverage
  95. 95. www.josephdeungria.com In the end, there are only 4 Generic Winning Strategies 1. Be LOWEST Cost Producer: Sell at lowest price Sell at same price but get more profit But, only 1 company can be LOWEST Cost! (not an option for most)
  96. 96. www.josephdeungria.com In the end, there are only 4 Generic Winning Strategies 2. Gain Supply and/or Distribution Leverage Develop a competitive advantage Before or after product is made
  97. 97. www.josephdeungria.com In the end, there are only 4 Generic Winning Strategies 3. Differentiate Be different Have added value In things that are important and relevant to the customer
  98. 98. www.josephdeungria.com In the end, there are only 4 Generic Winning Strategies 4. NICHE Be the absolute BEST In a very narrow segment (niche)
  99. 99. www.josephdeungria.com What will this love story tell? 1. Why Models? 2. Why Images? 3. Marketing 101 concepts 4. All concepts in 1 visual framework 5. 21st Century Realities 6. Picture & Win!
  100. 100. www.josephdeungria.com 4. Model Concept Summary All Together Now!
  101. 101. www.josephdeungria.com Heart is a 3 cornered shape For 3 Strategic Cs
  102. 102. www.josephdeungria.com CUSTOMER First side is Customer
  103. 103. www.josephdeungria.com COMPANY CUSTOMER 2nd side is Company who creates, communicates & delivers value
  104. 104. www.josephdeungria.com COMPANY CUSTOMER COMPETITION 3rd side is Competition
  105. 105. www.josephdeungria.com COMPANY CUSTOMER NEEDS, WANTS, DEMANDS COMPETITION For customers, we meet demands
  106. 106. www.josephdeungria.com COMPANY CUSTOMER NEEDS, WANTS, DEMANDS REPEAT SALES COMPETITION True test of customer satisfaction is repeat sales…
  107. 107. www.josephdeungria.com COMPANY PROFITS CUSTOMER NEEDS, WANTS, DEMANDS REPEAT SALES COMPETITION Key Result Area for Company is Consistent Profits
  108. 108. www.josephdeungria.com COMPANY MARKET SHARE PROFITS CUSTOMER NEEDS, WANTS, DEMANDS REPEAT SALES COMPETITION KRA to know if doing well vs. competition is market share
  109. 109. www.josephdeungria.com IF GAP EXISTS… COMPANY MARKET SHARE PROFITS CUSTOMER NEEDS, WANTS, DEMANDS REPEAT SALES COMPETITION Market opportunity If a gap exists between what customer demands, competition provides and company can deliver better than competition.
  110. 110. www.josephdeungria.com IF GAP EXISTS… COMPANY MARKET SHARE PROFITS SIZE CUSTOMER NEEDS, WANTS, DEMANDS REPEAT SALES COMPETITION For market opportunities, Size the market
  111. 111. www.josephdeungria.com IF GAP EXISTS… COMPANY MARKET SHARE PROFITS SEGMENT CUSTOMER NEEDS, WANTS, DEMANDS REPEAT SALES COMPETITION For market opportunities, Segment the market
  112. 112. www.josephdeungria.com IF GAP EXISTS… COMPANY MARKET SHARE PROFITS TARGET CUSTOMER NEEDS, WANTS, DEMANDS REPEAT SALES COMPETITION For market opportunities, Select Primary Target Market
  113. 113. www.josephdeungria.com IF GAP EXISTS… COMPANY MARKET SHARE PROFITS TARGET CUSTOMER NEEDS, WANTS, DEMANDS REPEAT SALES COMPETITION For market opportunities, Select Primary Target Market
  114. 114. www.josephdeungria.com IF GAP EXISTS… COMPANY MARKET SHARE PROFITS POSITION CUSTOMER NEEDS, WANTS, DEMANDS REPEAT SALES COMPETITION For market opportunities, Position Using 4Ps
  115. 115. www.josephdeungria.com IF GAP EXISTS… COMPANY MARKET SHARE PROFITS POSITION CUSTOMER NEEDS, WANTS, DEMANDS REPEAT SALES COMPETITION Use 8 Modes of Communicating: Advertising, Sales Promo, PR, Events & Experiences, Direct Mkt, Interactive, Personal Selling, Word of Mouth
  116. 116. www.josephdeungria.com IF GAP EXISTS… COMPANY MARKET SHARE PROFITS POSITION CUSTOMER NEEDS, WANTS, DEMANDS REPEAT SALES COMPETITION For opportunities, consider 5 Company factors: vision, mission, goals, portfolio, strategies &tactics Vision 5 COMPANY CONSIDERATIONS when evaluating opportunities
  117. 117. www.josephdeungria.com IF GAP EXISTS… COMPANY MARKET SHARE PROFITS POSITION CUSTOMER NEEDS, WANTS, DEMANDS REPEAT SALES COMPETITION Vision 5 COMPANY CONSIDERATIONS when evaluating opportunities Consider 5 Competition factors: entry, suppliers, customer, substitution, reaction Entry Barriers WATCH OUT FOR INDUSTRY FORCES:
  118. 118. www.josephdeungria.com IF GAP EXISTS… COMPANY MARKET SHARE PROFITS POSITION CUSTOMER NEEDS, WANTS, DEMANDS REPEAT SALES COMPETITION Vision 5 COMPANY CONSIDERATIONS when evaluating opportunities Entry Barriers WATCH OUT FOR INDUSTRY FORCES: STRENGTHS and WEAKNESSES SWOT: Strength & Weakness are within company control
  119. 119. www.josephdeungria.com IF GAP EXISTS… COMPANY MARKET SHARE PROFITS POSITION CUSTOMER NEEDS, WANTS, DEMANDS REPEAT SALES COMPETITION Vision 5 COMPANY CONSIDERATIONS when evaluating opportunities Entry Barriers WATCH OUT FOR INDUSTRY FORCES: SWOT: Opportunities & Threats are beyond company control OPPORTUNITIES and THREATSSTRENGTHS and WEAKNESSES
  120. 120. www.josephdeungria.com IF GAP EXISTS… COMPANY MARKET SHARE PROFITS POSITION CUSTOMER NEEDS, WANTS, DEMANDS REPEAT SALES COMPETITION Vision 5 COMPANY CONSIDERATIONS when evaluating opportunities Entry Barriers WATCH OUT FOR INDUSTRY FORCES: OPPORTUNITIES and THREATSSTRENGTHS and WEAKNESSES MARKET SHARE 4 GENERIC WINNING STRATEGIES LIKE: Entry Barriers Niche Bottomline, there are only 4 winning strategies: low cost, leverage, differentiate & niche
  121. 121. www.josephdeungria.com IF GAP EXISTS… COMPANY MARKET SHARE PROFITS POSITION CUSTOMER NEEDS, WANTS, DEMANDS REPEAT SALES COMPETITION Vision 5 COMPANY CONSIDERATIONS when evaluating opportunities Entry Barriers WATCH OUT FOR INDUSTRY FORCES: OPPORTUNITIES and THREATSSTRENGTHS and WEAKNESSES MARKET SHARE 4 GENERIC WINNING STRATEGIES LIKE: Entry Barriers NicheI LOVE MARKETING MODEL
  122. 122. www.josephdeungria.com What will this love story tell? 1. Why Models? 2. Why Images? 3. Marketing 101 concepts 4. All concepts in 1 visual framework 5. 21st Century Realities 6. Picture & Win!
  123. 123. www.josephdeungria.com 123 21st Century Realities for the I Love MARKETING (Same Difference?!) Prof. Bong De Ungria Ateneo Graduate School of Business
  124. 124. www.josephdeungria.com Outline: 21st century marketing is… The Same in 5 aspects: 1. Important to business success 2. Understands and meets needs 3. Meeting needs profitably 4. Manages Demand 5. Used for 10 entities
  125. 125. www.josephdeungria.com Outline: 21st century Marketing… But Different in… 6. Major changes in the 3 Strategic Cs 7. SToP with Brands 8. Is Holistic 9. Involves everybody (who?) 10. Involves 7 Tasks
  126. 126. www.josephdeungria.com For 21st Century Marketing, 5 Things Remained the Same
  127. 127. www.josephdeungria.com 21st Century Same Concept 1: Marketing is important for business success • Delivers top-line growth (revenue) • Customer retention/ loyalty communicating and creating, delivering value to
  128. 128. www.josephdeungria.com Needs are still basic, universal human requirements. Respond to 5 Types of needs: 1. Stated 2. Unstated 3. Real 4. Delight 5. Secret Basic needs have not changed. No NEED added or deleted. 21st Century Same Concept 2:
  129. 129. www.josephdeungria.com 21st Century Same Concept 3 and 4: Marketing meets demand (ergo, meets needs too!)
  130. 130. www.josephdeungria.com 1. Goods 2. Services 3. Experiences & Events 4. Persons 5. Places 6. Properties 7. Organizations 8. Information & Ideas 21st Century Same Concept 5: Everything is marketed !
  131. 131. www.josephdeungria.com In 21st Century Marketing Many Things Changed
  132. 132. www.josephdeungria.com 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
  133. 133. www.josephdeungria.com 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 21st Century Marketing Difference 1: Competitive Rules changed!
  134. 134. www.josephdeungria.com 1. Buying Power 2. Choices 3. Information 4. Voice EASIER 5. Ordering 6. Comparison Customer is a more powerful KING INCREASED 21st Century Marketing Difference 2: Customers are more powerful
  135. 135. www.josephdeungria.com 1. Internet 1. Sales Channel 2. Research 3. On and Off-line buzz 4. Blogs 5. Purchasing savings 2. Niche magazines 3. Mobile 21st Century Marketing Difference 3: Companies have more capabilities too!
  136. 136. www.josephdeungria.com Must cover: 1. Customers (develop long term relationships) 2. Company (internal customers, employees, 4Ps) 3. Competition (performance) 21st Century Marketing Difference 4: Marketing has to be HOLISTIC
  137. 137. www.josephdeungria.com 1. Develop Strategic Plans 21st Century Marketing Difference 5: Marketing Must Fulfill 7 Tasks
  138. 138. www.josephdeungria.com 1. Develop Strategic Plans 2. Capture Market Insights 21st Century Marketing Difference 5: Marketing Must Fulfill 7 Tasks
  139. 139. www.josephdeungria.com 1. Develop Strategic Plans 2. Capture Market Insights 3. Connect with Customers 21st Century Marketing Difference 5: Marketing Must Fulfill 7 Tasks
  140. 140. www.josephdeungria.com 1. Develop Strategic Plans 2. Capture Market Insights 3. Connect with Customers 4. Build Strong Brands 21st Century Marketing Difference 5: Marketing Must Fulfill 7 Tasks
  141. 141. www.josephdeungria.com 1. Develop Strategic Plans 2. Capture Market Insights 3. Connect with Customers 4. Build Strong Brands 5. Shape Market Offerings 21st Century Marketing Difference 5: Marketing Must Fulfill 7 Tasks
  142. 142. www.josephdeungria.com 1. Develop Strategic Plans 2. Capture Market Insights 3. Connect with Customers 4. Build Strong Brands 5. Shape Market Offerings 6. Communicate & Deliver Value 21st Century Marketing Difference 5: Marketing Must Fulfill 7 Tasks
  143. 143. www.josephdeungria.com 1. Develop Strategic Plans 2. Capture Market Insights 3. Connect with Customers 4. Build Strong Brands 5. Shape Market Offerings 6. Communicate & Deliver Value 7. Capture Long Term Growth 21st Century Marketing Difference 5: Marketing Must Fulfill 7 Tasks
  144. 144. www.josephdeungria.com I Love MARKETING + 21st Century Visual Images
  145. 145. www.josephdeungria.com Outline: 21st century marketing is… 1. Important to business success (why?) 2. Meeting demands profitably (what?) 3. Used for everything (for what?) 4. Involves everybody (who?) 5. Is Constantly Changing
  146. 146. www.josephdeungria.com Outline: 21st century Marketing… 6. Understands and meets needs 7. Manages Demand 8. SToP with Brands 9. Is Holistic 10.Involves 7 Tasks
  147. 147. www.josephdeungria.com In 20th century marketing: 20 was good and can win! 147www.josephdeungri a.com ACE + 9 = 20
  148. 148. www.josephdeungria.com 21st Century Marketing: Only “21” is acceptable ACE + 9 = 20 ACE + 10 = 21!
  149. 149. www.josephdeungria.com 21st Century Marketing…. Used for everything & involves everybody NEEDS, WANTS, DEMANDS PROFITABLY Business Success EVERYBODY
  150. 150. www.josephdeungria.com 21st Century Marketing…. Is Changing NEEDS, WANTS, DEMANDS PROFITABLY Business Success INVOLVES EVERYBODY CHANGING
  151. 151. www.josephdeungria.com 21st Century Marketing…. Companies must become better since competition & customers have increased NEEDS, WANTS, DEMANDS Business Success CHANGING EVERYBODY
  152. 152. www.josephdeungria.com 21st Century Marketing…. Demanding Customers, Increased Competition can bankrupt Companies (heart attack!) NEEDS, WANTS, DEMANDS Business Success CHANGING EVERYBODY
  153. 153. www.josephdeungria.com 21st Century Marketing…. ST.P= Segments… NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS EVERYBODY
  154. 154. www.josephdeungria.com 21st Century Marketing…. ST.P= Segments…Targets… NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS EVERYBODY
  155. 155. www.josephdeungria.com 21st Century Marketing…. ST.P= Segments…Targets… Positions NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS Product Promo Price Place EVERYBODY
  156. 156. www.josephdeungria.com 21st Century Marketing…. Positions with Brands NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS Product Prom o Price Place Positions with Br ANDS EVERYBODY
  157. 157. www.josephdeungria.com 21st Century Marketing…. Is Holistic NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS Product Prom o Price Place POSTIONS with Br ANDS HOLE- Stick EVERYBODY
  158. 158. www.josephdeungria.com 21st Century Marketing…. Involves 7 Tasks NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS Product Prom o Price Place POSTIONS with Br ANDS HOLE- Stick 7 TASKS
  159. 159. www.josephdeungria.com 21st Century Marketing…. 7 Tasks 1 Develop Plans NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS Product Prom o Price Place POSTIONS with Br ANDS HOLE- Stick 7 TASKS PLANeS
  160. 160. www.josephdeungria.com 21st Century Marketing…. 7 Tasks 2 Captures Insights NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS Product Prom o Price Place POSTIONS with Br ANDS HOLE- Stick 7 TASKS DEVELOPS PLANeS CAPTURES Insights
  161. 161. www.josephdeungria.com 21st Century Marketing…. 7 Tasks 3 Connects with Customers NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS Product Prom o Price Place POSTIONS with Br ANDS HOLE- Stick 7 TASKS DEVELOPS PLANeS CAPTURES Insights CONNECTS WITH CUSTOMERS
  162. 162. www.josephdeungria.com 21st Century Marketing…. 7 Tasks 4 Builds Strong Brands NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS Product Prom o Price Place POSTIONS with Br ANDS HOLE- Stick 7 TASKS DEVELOPS PLANeS CAPTURES Insights CONNECTS WITH CUSTOMERS BUILDS BRANDS
  163. 163. www.josephdeungria.com 21st Century Marketing…. 7 Tasks 5 Shapes Market Offerings NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS Product Prom o Price Place POSTIONS with Br ANDS HOLE- Stick 7 TASKS DEVELOPS PLANeS CAPTURES Insights CONNECTS WITH CUSTOMERS BUILDS BRANDS SHiPs OFFERING
  164. 164. www.josephdeungria.com 21st Century Marketing…. 7 Tasks 6 Communicates & Delivers Value NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS Product Prom o Price Place POSTIONS with Br ANDS HOLE- Stick 7 TASKS DEVELOPS PLANeS CAPTURES Insights CONNECTS WITH CUSTOMERS BUILDS BRANDS SHiPs OFFERING COMMUNICATES AND DELIVERS VALUE
  165. 165. www.josephdeungria.com 21st Century Marketing…. 7 Tasks 7 Creates Long Term Growth NEEDS, WANTS, DEMANDS PROFITABLY Business Success CHANGING MANAGES DEMANDS Product Prom o Price Place POSTIONS with Br ANDS HOLE- Stick 7 TASKS DEVELOPS PLANeS CAPTURES Insights CONNECTS WITH CUSTOMERS BUILDS BRANDS SHiPs OFFERING COMMUNICATES AND DELIVERS VALUE LONG TERM GROWTH
  166. 166. www.josephdeungria.com What will this love story tell? 1. Why Models? 2. Why Images? 3. Marketing 101 concepts 4. All concepts in 1 visual framework 5. 21st Century Realities 6. Picture & Win!
  167. 167. www.josephdeungria.com 6. Picture & Win! Marketing: 1. Has a lingo/ language 2. Is effective using visual model – 10 x better than common sense – Can be remembered forever 3. Can make your brand (YOU) better! 167
  168. 168. www.josephdeungria.com I LOVE MARKETING MODEL (A Visual, Interactive Technique To Master Marketing 101) Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM Ateneo Graduate School of Business 21st Century Edition

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