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What are the new challenges of marketing? Hec jan 2013
What are the new challenges of
             marketing ?
• Complexity of organizations
• Know and engage your customers (Research,
  Big Data)
• New channels, new models ( web to shop,
  mobile marketing..): more and more complex
  approaches in communication
• Brand : Create preference and manage
  reputation
• Pressure on profit : ROI ( Return on investment)
• Offer & innovation: how to differentiate?
What are the new challenges of
             marketing ?
• Complexity of organizations
• Know and engage your customers (Research, Big
  Data)
• New channels, new models ( web to shop,
  mobile marketing..): more and more complex
  approaches in communication
• Brand : Create preference and manage
  reputation
• Pressure on profit : ROI ( Return on investment)
• Offer & innovation: how to differentiate?
Complex organizations …
                   Pascale DUBOUIS                    sales
                Directrice commerciale
                     & marketing


                                                          Responsable
            Directeur de la    Directrice relations
                                                          intelligence
            communication      publiques & comm.
                                                      marketing, innovation
               externe               interne
                                                         & tarification


              Responsable        Chef de projet
                               relations média on        Responsable
                 média                                 études marketing
                                    & off line


            Chargé marketing      Chargée de la
              opérationnel       communication            Responsable
              & e-business     évènementielle et           tarification
                                supports interne

             Chargée trade
               marketing                                Chef de produit
                                                            senior


                Chargée
             de production
More & more Touchpoints
What are the new challenges of
             marketing ?
• Complexity of organizations
• Know and engage your customers (Research,
  Big Data)
• New channels, new models ( web to shop,
  mobile marketing..): more and more complex
  approaches in communication
• Brand : Create preference and manage
  reputation
• Pressure on profit : ROI ( Return on investment)
• Offer & innovation: how to differentiate?
Knowing your customer


• Research: Big data,
Digital , new tools

• Inter action with sales

• Net promoter score
How can you engage
                                                              your customer ?




                   Je me                                                                                     Je suis                            Je considère
Je découvre    renseigne et                                                                               sollicité pour   Un nouveau             Carglass
                 je décide    Je choisis de    Je cherche                    Carglass     Mon véhicule    répondre au      bris de glace
  ou on me                                                                  répare mon    est réparé et                                         comme une
 signale un    éventuellem    faire réparer         un         Je choisis                                 questionnair     apparait et je       référence et
                   ent de      mon bris de    prestataire et   Carglass     véhicule et        je le         e et j’y        retourne
problème sur                                                                 j’attends.     récupère                                              j’en parle
 mes vitres      contacter        glace        je compare                                                   réponds             chez             autour de
                    mon                                                                                   éventuellem        Carglass                moi
                 assureur                                                                                       ent




               1                                        2                                   3                                               4
       Associer                                                                Assurer le meilleur
                                                                                                                               Fidéliser et
  systématiquement                        Choisir et convertir                  service possible
                                                                                                                               « advocate »
  Carglass au BdeG.                                                               (wow effect)
What are the new challenges of
             marketing ?
• Complexity of organizations
• Know and engage your customers (Research,
  Big Data)
• New channels, new models ( web to shop,
  mobile marketing..): more and more complex
  approaches in communication
• Brand : Create preference and manage
  reputation
• Pressure on profit : ROI ( Return on investment)
• Offer & innovation: how to differentiate?
Senseo Xmas 360 plan
                                Affichage
        Pub TV                Du 19 novembre 08           Affichariots
   Du 19 novembre au 25       au 23 décembre 08        Du 19 novembre 08
       décembre 08                                      au 26 janvier 09




Théâtralisation magasin
                                                                             Internet
                                                                    E-mailing décembre


                                                              Promo Machines
                                                             Du 03 novembre au
                                                                03 janvier 09
                                                            Pour l’achat d’une Senseo®, recevez
                    Démonstrations                          20€ ou le coffret cadeau
                                            Promo Café
                       magasin               Novembre –
                                                            (Hors Senseo® Latte)



                                             Décembre 08


   10
DIGITAL
Street Marketing




               3 100 démonstrations produit
               28 000 leaflets distribués

12
Muses and stars
ADVERTISING
Media strategy




Research             Digital
What are the new challenges of
             marketing ?
• Complexity of organizations
• Know and engage your customers (Research,
  Big Data)
• New channels, new models ( web to shop,
  mobile marketing..): more and more complex
  approaches in communication
• Brand : Create preference and manage
  reputation
• Pressure on profit : ROI ( Return on investment)
• Offer & innovation: how to differentiate?
Reputation and preference threw PR


Structure and enhance brand                     Reinforce corporate image
pitch
     Organize and structure                        Employer brand
     company news                                  Sustainability
     Recreate ties with
     journalists

            Image                  Visibility                 Legibility

Implement a made-to-measure                     Counter potential attacks
digital policy
                                                Develop a pro-active approach to
     Be ready to listen, respond                sensitive subjects
     and commit
Coherent messages
         Communication policy adapted to each of our targets

IMC organization to make the brand a global stake for the whole company
What are the new challenges of
             marketing ?
• Complexity of organizations
• Know and engage your customers (Research,
  Big Data)
• New channels, new models ( web to shop,
  mobile marketing..): more and more complex
  approaches in communication
• Brand : Create preference and manage
  reputation
• Pressure on profit : ROI ( Return on investment)
• Offer & innovation: how to differentiate?
Return on investment / Profit/ creating
               value …




Cooperation with finance and have a solid personal background in finance yourself !
What are the new challenges of
             marketing ?
• Complexity of organizations
• Know and engage your customers (Research,
  Big Data)
• New channels, new models ( web to shop,
  mobile marketing..): more and more complex
  approaches in communication
• Brand : Create preference and manage
  reputation
• Pressure on profit : ROI ( Return on investment)
• Offer & innovation: how to differentiate?
How to differentiate?

                               Diversity
Serendipity


                                 Open
                               innovation

Collaborative
  platforms
The perfect marketeer?
Questions ?

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What are the new challenges of marketing? Hec jan 2013

  • 2. What are the new challenges of marketing ? • Complexity of organizations • Know and engage your customers (Research, Big Data) • New channels, new models ( web to shop, mobile marketing..): more and more complex approaches in communication • Brand : Create preference and manage reputation • Pressure on profit : ROI ( Return on investment) • Offer & innovation: how to differentiate?
  • 3. What are the new challenges of marketing ? • Complexity of organizations • Know and engage your customers (Research, Big Data) • New channels, new models ( web to shop, mobile marketing..): more and more complex approaches in communication • Brand : Create preference and manage reputation • Pressure on profit : ROI ( Return on investment) • Offer & innovation: how to differentiate?
  • 4. Complex organizations … Pascale DUBOUIS sales Directrice commerciale & marketing Responsable Directeur de la Directrice relations intelligence communication publiques & comm. marketing, innovation externe interne & tarification Responsable Chef de projet relations média on Responsable média études marketing & off line Chargé marketing Chargée de la opérationnel communication Responsable & e-business évènementielle et tarification supports interne Chargée trade marketing Chef de produit senior Chargée de production
  • 5. More & more Touchpoints
  • 6. What are the new challenges of marketing ? • Complexity of organizations • Know and engage your customers (Research, Big Data) • New channels, new models ( web to shop, mobile marketing..): more and more complex approaches in communication • Brand : Create preference and manage reputation • Pressure on profit : ROI ( Return on investment) • Offer & innovation: how to differentiate?
  • 7. Knowing your customer • Research: Big data, Digital , new tools • Inter action with sales • Net promoter score
  • 8. How can you engage your customer ? Je me Je suis Je considère Je découvre renseigne et sollicité pour Un nouveau Carglass je décide Je choisis de Je cherche Carglass Mon véhicule répondre au bris de glace ou on me répare mon est réparé et comme une signale un éventuellem faire réparer un Je choisis questionnair apparait et je référence et ent de mon bris de prestataire et Carglass véhicule et je le e et j’y retourne problème sur j’attends. récupère j’en parle mes vitres contacter glace je compare réponds chez autour de mon éventuellem Carglass moi assureur ent 1 2 3 4 Associer Assurer le meilleur Fidéliser et systématiquement Choisir et convertir service possible « advocate » Carglass au BdeG. (wow effect)
  • 9. What are the new challenges of marketing ? • Complexity of organizations • Know and engage your customers (Research, Big Data) • New channels, new models ( web to shop, mobile marketing..): more and more complex approaches in communication • Brand : Create preference and manage reputation • Pressure on profit : ROI ( Return on investment) • Offer & innovation: how to differentiate?
  • 10. Senseo Xmas 360 plan Affichage Pub TV Du 19 novembre 08 Affichariots Du 19 novembre au 25 au 23 décembre 08 Du 19 novembre 08 décembre 08 au 26 janvier 09 Théâtralisation magasin Internet E-mailing décembre Promo Machines Du 03 novembre au 03 janvier 09 Pour l’achat d’une Senseo®, recevez Démonstrations 20€ ou le coffret cadeau Promo Café magasin Novembre – (Hors Senseo® Latte) Décembre 08 10
  • 12. Street Marketing 3 100 démonstrations produit 28 000 leaflets distribués 12
  • 16. What are the new challenges of marketing ? • Complexity of organizations • Know and engage your customers (Research, Big Data) • New channels, new models ( web to shop, mobile marketing..): more and more complex approaches in communication • Brand : Create preference and manage reputation • Pressure on profit : ROI ( Return on investment) • Offer & innovation: how to differentiate?
  • 17. Reputation and preference threw PR Structure and enhance brand Reinforce corporate image pitch Organize and structure Employer brand company news Sustainability Recreate ties with journalists Image Visibility Legibility Implement a made-to-measure Counter potential attacks digital policy Develop a pro-active approach to Be ready to listen, respond sensitive subjects and commit
  • 18. Coherent messages Communication policy adapted to each of our targets IMC organization to make the brand a global stake for the whole company
  • 19. What are the new challenges of marketing ? • Complexity of organizations • Know and engage your customers (Research, Big Data) • New channels, new models ( web to shop, mobile marketing..): more and more complex approaches in communication • Brand : Create preference and manage reputation • Pressure on profit : ROI ( Return on investment) • Offer & innovation: how to differentiate?
  • 20. Return on investment / Profit/ creating value … Cooperation with finance and have a solid personal background in finance yourself !
  • 21. What are the new challenges of marketing ? • Complexity of organizations • Know and engage your customers (Research, Big Data) • New channels, new models ( web to shop, mobile marketing..): more and more complex approaches in communication • Brand : Create preference and manage reputation • Pressure on profit : ROI ( Return on investment) • Offer & innovation: how to differentiate?
  • 22. How to differentiate? Diversity Serendipity Open innovation Collaborative platforms