Downloaded 41 times
Uploaded byJorge Saguinsin
Entreprenerial Marketing (revised version)
The document discusses entrepreneurial marketing in the 21st century, focusing on value creation and the diverse needs and wants of consumers, which shape purchasing decisions. It outlines the importance of customer segmentation, positioning, and the new definitions of marketing centered around delivering value through various strategies. Additionally, it emphasizes the significance of product attributes, effective marketing communication, and the integration of modern service elements to differentiate in competitive markets.
More Related Content
Similar to Entreprenerial Marketing (revised version)
![[Team3] brand And 0marketing](https://cdn.slidesharecdn.com/ss_thumbnails/team3brandnmarketing1-181010030327-thumbnail.jpg?width=640&height=640&fit=bounds)
Entreprenerial Marketing (revised version)
- 1. ENTREPRENEURI AL MARKETING Marketing inthe 21st Century By Guru Tom Lopez
- 2. VALUE CREATION Why buyersbuy? e.g. Paco Underhill 1.Buyer buy because of a need! 2.Hierarchy of needs – A. Maslow
- 3.
- 4.
- 5.
- 6. Needs vs. Wants NEEDSWANTS Why we buy Why we buy one brand instead of another Our being human Time- and place-bound influences: Economy, Culture, Religion, Education, Media, Technology Same for everybody Different for different people Never change Always, always changing
- 8. AT THE HEARTOF VALUE CREATION DIFFERENT CUSTOMERS HAVE DIFFERENT NEEDS AND WANTS
- 9. AT THE HEARTOF VALUE CREATION TREAT DIFFERENT CUSTOMERS DIFFERENTLY
- 10.
- 11.
- 12. VALUE ARCHITECTURE -( nice tohave) Area of differentation wants segment the market constantly changing
- 13. NEW DEFINITION OFMARKETING – VALUE CREATION Customer survey Segmentation Competitive research Marketing Communication logistics Brand management 1. CSS 2. CRM 3. Repeat Sales
- 14. SEGMENTING, TARGETING AND POSITIONING ENTREPRENEURIAL MARKETING -Somebody owns the market position in the mind of the customer. 1.POSITIONING -Place occupied by product in customers mind (Al Ries Jack Trout) - Defined by specific product attributes.
- 15. 2. a .ER– Beware Better ≠ Success Bigger / Faster CONCORDE - Faster plane are gone because according to customers, it ain’t worth it! b .ING – Is the operant word EXCELLING SATISFYING DELIGHTING SUPRISING SELLING
- 16. 3. EXAMPLE -Fighting Colgate Steps: a.Value must be defined b. Go to the 4Ps Product – Brand name, packaging features Promotions – What to say, how to say, who says it Logical Message – from left brain Magical Message – from right brain
- 17.
- 18. The DOMINANT Toothpaste 95%of all toothpaste users used colgate!
- 19. ANALYSIS: a. Colgate has95% of market b. 60 % of toothpaste users also use mouthwash 60 % of toothpaste users also use mouthwash
- 20. VALUE MUST BEDELIVERED o PRODUCT Brand name, packaging, features o PROMOTIONS What to say, how to say, how often o PRICE Higher or lower than competition o PLACE where to sell Logical Message – from left brain Magical Message – from right brain
- 21. VALUE MUST BEDELIVERED Product – name “Close-up” why? - because you use mouthwash in “Close-up moments (not white because you become common with Colgate) New product Toothpaste – mouthwash in ONE Promotion – “toothpaste & mouthwash in one: courtship (magic) moment Price – more expensive than Colgate why? Because its 2 in 1 Placement – whenever or where ever there is toothpaste and mouthwash sold.
- 22. SEGMENTING THE MARKET Cuttingthe market creates new markets where there are no competitors, no rules. 1. Not just mere Demographic / Sociographic
- 23. WHO ARE OURCUSTOMERS? Demographics-only segmentation is NOT ACTIONABLE
- 24. WHEN MARKETING MAGIC HAPPENS Toothpasteand Mouthwash in one Toothpaste users Who also use mouthwash
- 25. e.g. Jolibee – “LanghapSarap” is magical message Sweeter vs. the bland taste of McDonalds is logical message Safeguard – who says it “recommended by PAMET” is the magical message Price – lower,equal or higher Placement – where it is distributed Safeguard kills 99% of Germs Is the logical message
- 26.
- 27.
- 28. MEMORIAL PARK :OURS
- 29. e.g. McDonald’s The battle isnot having more beef & lettuce , or fresh buns but in supplementary non food items!
- 30.
- 31. SERVICE PETAL : INFORMATION oDirections to site o Schedules/service hours o Prices o Instructions on using core Product/services o Reminders o Warnings
- 32. SERVICE PETAL: CONSULTATION o Advice oAuditing o Personal Consulting o Management/ Technical
- 33. SERVICE PETAL: ORDER-TAKING o On-site oDrive-in / Drive Through o Phone-in; Delivery o Mail Order o On-line / Internet
- 34. SERVICE PETAL : HOSPITALITY oGreeting o Food and Beverage o Gift packs o Waiting facilities and amenities o Transportation o Security
- 35. SERVICE PETAL: CARE-TAKING o Caringfor possessions brought by customers Child care; Pet care, Valet parking, Baggage handling o Caring for goods purchased Packaging; delivery Installation; upgrades
- 36. SERVICE PETAL: EXCEPTIONS o Specialrequests in advance of service -Diet -Children -Religion o Handling of complaints/ compliments o Restitution (refunds, rain checks)
- 37. SERVICE PETAL: BILLING o Frequencyof statements of accounts o Invoices o Verbal statements of amount due o Machine display o Self-billing
- 38. SERVICE PETAL: PAYMENT o Selfservice o Customer interacts with service staff o Automatic deduction from financial deposits o Credit cards o Control and verification
- 39. STARBUCKS o What wasthe coffee industry like in the US before Starbucks came in and revolutionized it? o What made Starbucks successful? o Why is Starbucks thinking of all of the varied diversification moves instead of just concentrating on coffee shop expansion?
- 40. THE MANY VALUESOF COFFEE 0 100 200 300 400 500 600 700
- 41. THE MANY VALUESOF COFFEE 0 100 200 300 400 500 600 700
- 42.
- 43. House of P’s Positioning/ USP Passionate People Persistence / Patience Placement Process that fulfills a Promise Prayer Promotions Price Product Prim ary Target Market Persistent Profits
- 44. S – T– P • SEGMENT • TARGET • POSITIONING
- 45. S – T– P • SEGMENT – Slice the market – Differentiate customers as to how they • Buy • Use – Differentiate Needs
- 46. S – T– P • TARGET – Which is the preferred market segment? – Easy to reach, easy to satisfy? – Profitable segment – “MASA”
- 47. S – T– P • POSITIONING – Low cost or high cost? – Low quality or high quality?