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ENTREPRENUERIAL MARKETING New Marketing
Definition of business
An entity that creates CUSTOMER. Or that adds  value to the customer.
<ul><li>Better than: </li></ul><ul><li>COMPETITORS </li></ul><ul><li>BEFORE </li></ul>
Two essential functions in a business: <ul><li>MARKETING </li></ul><ul><li>INNOVATION </li></ul>
MARKETING
Continuously satisfying Customer  needs  &  wants At a profit Better than  competitors
NEEDS WANTS MUST HAVE NICE TO HAVE NEED TO EAT FOOD KAPAMPANGAN CUISINE BICOLANO CUISINE
SHOES TO PROTECT FEET RUSTY LOPEZ ( 1,500 @ PAIR) PRADA ( 15,000 @ PAIR) NEEDS WANTS MUST HAVE NICE TO HAVE
SOAP TO CLEAN OUR BODIES SAFEGUARD CAMAY NEEDS WANTS MUST HAVE NICE TO HAVE
Maslow’s Hierarchy of Needs
Needs
Value according to STARBUCKS <ul><li>1 tbsp of Great Taste coffee= P0.27 </li></ul><ul><li>1 sachet 3 in l  =  2.70 (l0x) ...
Value According to Starbucks
Who is the Customer? <ul><li>The one who PAYS. </li></ul><ul><li>What is our channel/link to him/her? </li></ul><ul><li>Ho...
Value <ul><li>Creation </li></ul><ul><li>Delivery </li></ul><ul><li>Capture </li></ul>
 
Customers
OLD MARKETING 20 th  century
Customers by channel
Positioning
P’s of Marketing
House of P’s P ositioning / US P P assionate  P eople P ersistence /  P atience P lacement P rocess that fulfills a  P rom...
Marketing mix
 
Who is the Customer (PTM)? <ul><li>Building a community of customers (CRM) </li></ul><ul><li>Customer Service </li></ul><u...
A Community of  Customers
21 ST  CENTURY MARKETING
New Marketing <ul><li>Guerrilla marketing </li></ul><ul><li>WOM marketing </li></ul><ul><li>Freemium marketing </li></ul><...
Guerrilla marketing
Blue ocean  <ul><li>Entering new markets </li></ul><ul><li>Setting the rules. </li></ul>
Blue Ocean
Freemium
Long Tail
Viral Marketing
 
 
Purple Cow
PURPLE COW
Mooooo!!!!
Your new calling card:
The new positioning
The new media <ul><li>SOCIAL NETWORK: </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul...
 
The NEW Marketing Director THE SEO
New Markets
New Satisfaction
New Customers
New Competitors
New Markets
New Customer Satisfaction
New Communication Conversations
New Revenues
New costs
New value chain
THANK YOU [email_address]
<ul><li>Acknowledgement </li></ul><ul><li>Pictures are from Google images </li></ul><ul><li>Many ideas are from slideshare...
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entrepreneurial marketing. New marketing, innovation in marketing, 21st century marketing

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this presentation compares the old marketing against new marketing paradigm. There are subtle but important disruptive changes that the entrepreneur or the marketer must sharply note. Old marketing practices, while still functional, might not work very well in this 21st century. This presentation is a lecture at the entrepreneurship elective subject at the Ateneo Grad School of Business in the Phil, a leading university in MBA, education and has been uploaded for the convenience and ease of access by the present and past students of the said elective. The lectures have been upgraded and updated, and thus would update what the students have learned in the past.

Published in: Business

entrepreneurial marketing. New marketing, innovation in marketing, 21st century marketing

  1. 1. ENTREPRENUERIAL MARKETING New Marketing
  2. 2. Definition of business
  3. 3. An entity that creates CUSTOMER. Or that adds value to the customer.
  4. 4. <ul><li>Better than: </li></ul><ul><li>COMPETITORS </li></ul><ul><li>BEFORE </li></ul>
  5. 5. Two essential functions in a business: <ul><li>MARKETING </li></ul><ul><li>INNOVATION </li></ul>
  6. 6. MARKETING
  7. 7. Continuously satisfying Customer needs & wants At a profit Better than competitors
  8. 8. NEEDS WANTS MUST HAVE NICE TO HAVE NEED TO EAT FOOD KAPAMPANGAN CUISINE BICOLANO CUISINE
  9. 9. SHOES TO PROTECT FEET RUSTY LOPEZ ( 1,500 @ PAIR) PRADA ( 15,000 @ PAIR) NEEDS WANTS MUST HAVE NICE TO HAVE
  10. 10. SOAP TO CLEAN OUR BODIES SAFEGUARD CAMAY NEEDS WANTS MUST HAVE NICE TO HAVE
  11. 11. Maslow’s Hierarchy of Needs
  12. 12. Needs
  13. 13. Value according to STARBUCKS <ul><li>1 tbsp of Great Taste coffee= P0.27 </li></ul><ul><li>1 sachet 3 in l = 2.70 (l0x) </li></ul><ul><li>1 brewed coffee at McDo = 27.00 (100x) </li></ul><ul><li>1 coffee at Starbucks =100.00 (500x) </li></ul><ul><li>How is value created, delivered and captured? </li></ul>
  14. 14. Value According to Starbucks
  15. 15. Who is the Customer? <ul><li>The one who PAYS. </li></ul><ul><li>What is our channel/link to him/her? </li></ul><ul><li>How is value delivered? </li></ul><ul><li>What is price he/she is willing to pay? </li></ul>
  16. 16. Value <ul><li>Creation </li></ul><ul><li>Delivery </li></ul><ul><li>Capture </li></ul>
  17. 18. Customers
  18. 19. OLD MARKETING 20 th century
  19. 20. Customers by channel
  20. 21. Positioning
  21. 22. P’s of Marketing
  22. 23. House of P’s P ositioning / US P P assionate P eople P ersistence / P atience P lacement P rocess that fulfills a P romise P rayer P romotions P rice P roduct P rimary Target Market P ersistent P rofits 16 P’s
  23. 24. Marketing mix
  24. 26. Who is the Customer (PTM)? <ul><li>Building a community of customers (CRM) </li></ul><ul><li>Customer Service </li></ul><ul><li>Rewards </li></ul><ul><li>Loyalty incentives </li></ul>
  25. 27. A Community of Customers
  26. 28. 21 ST CENTURY MARKETING
  27. 29. New Marketing <ul><li>Guerrilla marketing </li></ul><ul><li>WOM marketing </li></ul><ul><li>Freemium marketing </li></ul><ul><li>Social media marketing </li></ul><ul><li>The long tail </li></ul>
  28. 30. Guerrilla marketing
  29. 31. Blue ocean <ul><li>Entering new markets </li></ul><ul><li>Setting the rules. </li></ul>
  30. 32. Blue Ocean
  31. 33. Freemium
  32. 34. Long Tail
  33. 35. Viral Marketing
  34. 38. Purple Cow
  35. 39. PURPLE COW
  36. 40. Mooooo!!!!
  37. 41. Your new calling card:
  38. 42. The new positioning
  39. 43. The new media <ul><li>SOCIAL NETWORK: </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Friendster </li></ul></ul><ul><li>SOCIAL MEDIA: </li></ul><ul><ul><li>You Tube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul>
  40. 45. The NEW Marketing Director THE SEO
  41. 46. New Markets
  42. 47. New Satisfaction
  43. 48. New Customers
  44. 49. New Competitors
  45. 50. New Markets
  46. 51. New Customer Satisfaction
  47. 52. New Communication Conversations
  48. 53. New Revenues
  49. 54. New costs
  50. 55. New value chain
  51. 56. THANK YOU [email_address]
  52. 57. <ul><li>Acknowledgement </li></ul><ul><li>Pictures are from Google images </li></ul><ul><li>Many ideas are from slideshare ppts </li></ul><ul><li>The presentor acknowledges the source of these ideas. </li></ul>

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