This document discusses holistic marketing and its key principles according to Kotler and Keller. Holistic marketing involves integrating marketing throughout the entire organization so that it has a unified voice and message. It requires internal marketing to ensure all employees understand their role in creating and satisfying customers. The document recommends organizing marketing around customer segments rather than products. It also stresses the importance of creative marketing, effective execution, measurement, and aligning marketing with socially responsible causes.

1. Holistic Marketing Holistic Marketing, Kotler and Keller Style Liz Krueger March 20, 2011 Cultivators

2. From Marketing as Middleman

3. To Marketing as Integrator Unified Voice

4. Internal Marketing “Only when all employees realize their job is to create, serve, and satisfy customers does the company become an effective marketer.”

5. Integration & Internal Marketing Kotler & Keller customer-focus assessment tool, p 628

6. How Should Marketing be Organized?

7. Organizations Vary Functional structure most common Easy to manage Must balance demands across the organization Specialists Geographic/regional Market segment (e.g., government, B2B, consumer) Matrix marketing with links back to “center of excellence” Product or Brand structure for large/diverse product organizations

8. Brand and Category Management

9. Category Management Brands Hershey’s Reeses Mounds York Kit Kat Twizzler Jolly Rancher Categories Chocolate Candy Sugar Confectionary Gum & Mint Baking & Pantry Snacks

10. Brand Management Kashi Products Hot Cereal Cold Cereal Snack Bars Crackers Entrees Pizza Cookies Pilaf Waffles

11. Creative Marketing Required Develop company-wide passion for customers Organize around customer segments instead of products Understand customers through qualitative and quantitative research

12. Create and Innovate Foster creativity Teach and use creativity techniques Note trends & brainstorm implications Look for ideas everywhere Support innovation Hire diversity Bring in outside creative groups Include all departments and levels in generating ideas

15. Socially Responsible Marketing “It’s a Bowl Full of Wholesome” – McDonald’s marketing “How to Make Oatmeal . . . Wrong” – Mark Bittman, NY Times “Firms of Endearment” spend less and make more

16. Corporate Social Marketing Marketing in support of a non-economic cause or objective Cause must be aligned with company products and services to avoid being seen as self-serving

17. Cheerios Social Marketing

18. Holistic Marketing Consistency and alignment With CSR Internal marketing Messages from within – or in keeping with the food theme “you are what you eat”

19. Key Points for Effectiveness Marketing imbued throughout the organization Internal marketing and alignment of principles and values Execution excellence and tools Gain advantage from CSR orientation Use social and cause marketing

20. Holistic Social Marketing Applied