Uploaded byPeter Senkus
Marketing 3.0
The document discusses the evolution of marketing from versions 1.0 to 3.0. Marketing 1.0 was product-centric and focused on mass production and sales. Marketing 2.0 became more consumer-oriented and enabled by new technologies. Marketing 3.0 aims to make the world a better place by aligning business values with social values and enabling collaboration. It emphasizes sustainability, social responsibility and spiritual well-being over short-term financial goals. The document also outlines some of the changes driving this evolution and examples of companies adopting a Marketing 3.0 approach.
More Related Content
![The proces approach Small and Medium Enterprises [SME] development - Nigeria](https://cdn.slidesharecdn.com/ss_thumbnails/wslsme-161224063104-thumbnail.jpg?width=640&height=640&fit=bounds)
Marketing 3.0
- 1. P e te r Senkus A n e t a Senkus MARKETING 3.0 Applied to agriculture enterprise Farmer food producer means of production supplier Kaunas, 18 September 2013
- 2. …a little bitabout us Piotr Senkus Ph. D. M. Eng. Poznan University of Life Sciences • Engineer – agriculture • Masters – agriculture economics • Ph.D. in economy (organization and management, marketing); • Interests in: Sustainability, Process management etc. • IRCA Lead Auditor, Management Analyst. : +48.604.645.154; : piotr.senkus@gmail.com Aneta Wysokioska-Senkus Ph. D. Poznan University of Life Sciences • Ph.D. in management (quality management); • Interests in: Sustainability, management systems etc. • IRCA Lead Auditor, Management Analyst. : +48.604.753.457; : aneta.senkus@gmail.com We appreciate the help of: EPEA INTERNATIONALE UMWELTFORSCHUNG GMBH Head Office Trostbrücke 4 20457 Hamburg, Germany T. +49 40 43 13 49 0 F. +49 40 43 13 49 49 Email: epea@epea.com www.epea.com
- 3. We write alittle:
- 4. We have somework experience:
- 5.
- 6.
- 7. http://www.thepinnaclelist.com/ … and now… and they are constantly changing !!!
- 8. “Within five years. Ifyou’re in the same business you are in now (if You do not change), you’re going to be out of business.” Philip Kotler Change To the next generation of Marketers who will enhance the social and environmental contributions of the marketing discipline
- 9. „... The onlyconstant is …. change” Heraclitus/Peter F. Drucker Change
- 10. “It is notthe strongest species that survive, nor the most intelligent, but the ones most responsive to change.” Charles Robert Darwin Change
- 11. “if you donot change you re dead” Jack Welsh, former CEO GE Change “If change is happening on the outside faster than on the inside the end is in sight.” Jack Welsh, former CEO GE
- 12. 0 „We can't solveproblems by using the same kind of thinking we used when we created them” Albert Einstein Change
- 13. So the … MARKETING …had to change …
- 14. 0 YES … wecan predict change We are here
- 15. N.O. MARKETING „Any customercan have a car painted any color that he wants so long as it is black” Henry Ford
- 16. 1.O. MARKETING Postwar Soaring Turbulent Uncertain 1950s 1960s1970s 1980s POSTWAR • The Marketing Mix • Product Life Cycle • Brand Image • Market Segmentation • The Marketing Concept • The Marketing Audit SOARING • The Four Ps • Marketing Myopia • Lifestyle Marketing • The Broadened Concept of Marketing TURBULENT • Targeting • Positioning • Strategic Marketing • Service Marketing • Social Marketing • Societal Marketing • Macro-Marketing UNCERTAIN • Marketing Warfare • Global Marketing • Local Marketing • Mega-Marketing • Direct Marketing • Customer Relationship Marketing • Internal Marketing
- 17. 2.O. MARKETING One-to-One Financially-Driven 1990s 2000s ONE-TO-ONE •Emotional Marketing • Experiential Marketing • Internet and E-Business Marketing • Sponsorship Marketing • Marketing Ethics FINANCIALLY-DRIVEN • ROI Marketing • Brand Equity Marketing • Customer Equity Marketing • Social Responsibility Marketing • Consumer Empowerment • Social Media Marketing • Tribalism • Authenticity Marketing • Cocreation Marketing
- 18. „Social Media Revolution”- film 2.O. MARKETING
- 19. 2.O. MARKETING –“side effect” Source: Philip Kotler, 2011
- 20. 3.O. MARKETING Values-driven 2010 Future ??? VALUES-DRIVEN •Make the better World, • The age of participation and collaborative marketing via the Internet.
- 21. 3.O. MARKETING What canbe done for “better world” • Avon - Breast cancer • General Mills - Better nutrition • General Motors - Traffic safety • Home Depot - Habatat for Humanity • Kraft - Reducing obesity • Levi Strauss - Preventing AIDS • Motorola - Reducing solid waste • Pepsi Cola - Staying active • Shell - Coastal cleanup • Petsmart - Animal adoption • Aleve - Arthritis • British Airways - Children in need • Starbucks - Tropical rainforests • Best Buy - Recycle used electronics See Philip Kotler and Nancy Lee, Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause, Wiley 2005.
- 22. 3.O. MARKETING Old philosophyvs. New philosophy Old philosophy: “What is good for business is good for society!” The simple act of profit maximization is good enough. New philosophy: “What is good for society is good for business.” (GE) Every company should figure out not only how to improve its output but also its outcomes. A food company should improve nutrition; an energy company should improve energy; a bank should improve sound savings. Michael Porter and Michael Kramer, “The Big Idea: Creating Shared Value,” Harvard Business Review, January/February 2011.
- 23. Comparison of marketing1.0, 2.0 and 3.0 Marketing 1.0 Product-centric Marketing Marketing 2.0 Consumer-oriented Marketing Marketing 3.0 Values-driven Marketing Objective Sell products Satisfy and retain the consumers Make the world a better place Enabling forces Industrial Revolution Information technology New wave technology How companies see the market Mass buyers with physical needs Smarter consumer with mind and heart Whole human with mind, heart, and spirit Key marketing concept Product development Differentiation Values Company marketing guidelines Product specification Corporate and product positioning Corporate mission, vision, and values Value propositions Functional Functional and emotional Functional, emotional, and spiritual Interaction with consumers One-to-many transaction Functional and emotional Many-to-many collaboration Source: Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: from products to customers to the human spirit. John Wiley & Sons.
- 24. Marketing change drivers •Globalization and Chindia • Regionalization • Internet and social media • Shorter product life cycles • Commoditization • Retail transformation • Environmental concerns • Consumer empowerment • Recession and turbulence • Hypercompetition • Media proliferation Source: Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: from products to customers to the human spirit. John Wiley & Sons.
- 25. Marketing 3.0: Collaborative,Cultural, and Spiritual flows The Age of Participation and collaborative Marketing The Age of Globalization Paradox and cultural Marketing The Age of Creative Society and Human Spirit Marketing Technology Market Political legal Socio culture Economy Source: Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: from products to customers to the human spirit. John Wiley & Sons.
- 26. Values-Based Matrix Model INDIVIDUAL COMPANY Deliver SATISFACTION Realize ASPIRATION Practice COMPASSION ProfitabilityReturnability Sustainability Be Better DIFFERENTIATE Make a DIFFERENCE Mind Heart Spirit Mission (Why) Vision (What) Values (How)
- 27. For SC Johnson,creating sustainable economic value means helping communities prosper while achieving profitable growth for the company. Sustaining Values: SC Johnson Public Report We believe our fundamental strength lies in our people. MIND HEART SPIRIT Promoting reusable shopping bags Base of the Pyramid Mission Contributing to the community well –being as well as sustaining and protecting the environment Vision To be a world leader in delivering innovative solutions to meet human needs through sustainability principles Values Sustainability We create economic value We strive for environmental health We advance social progress Source: Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: from products to customers to the human spirit. John Wiley & Sons. S. C. JOHNSON Values-Based Matrix
- 28. Sources of NewIdeas • Scientists and Engineers • Motorola and Philips • Employees • Whirlpool, • Shell • Samsung • Customers • Problems in present products • Dream products • Enthusiasts • Other partners in the company network Source: Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: from products to customers to the human spirit. John Wiley & Sons.
- 29. Hmm … but… most agriculture products … are not consumer products
- 30. The idea of“Brand Within the Brand” “Ingredient Branding“ or InBranding Source: Kotler, P., Pfoertsh, W. (2010). Ingredient Branding, Springer. … does it work for agriculture – film (Meat Without Drugs.mp4) “It is possible to brand sand, wheat, beef, bricks, metals, concrete, chemicals, corn grits, bananas, apples, aspirin, …” (Sam Hill, How to Brand Sand).
- 31. You can also… Develop a Memorable Brand Slogan • BA, “The World’s Favorite Airline” • American Express, “The Natural Choice” • AT&T, “The Right Choice” • Budweiser, “King of Beers” Source: Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: from products to customers to the human spirit. John Wiley & Sons.
- 32. Hypothetical Starbucks brandpositioning Consumer Target Discerning Coffee Drinker Consumer Insight Coffee and the drinking experience is often unsatisfying Consumer Need State Desire for better coffee and a better consumption experience Competitive Product Set Local cafes Fast food & convenience shops Consumer Takeaway Starbucks gives me the richest possible sensory experience drinking coffee Brand Mantra Rich, Rewarding Coffee Experience ContemporaryCaring Thoughtful colors Logo Totally integrated system Stock options / health benefits or baristas 24 hour training of baristas Triple Filtrated Water Source: Philip Kotler, 2011 IN OUT Responsible, locally involved Convenient, friendly service
- 33. … can befundament for Agriculture Marketing 3.0
- 34. The “Cradle toGrave” design paradigm A one way street
- 35. The basis ofC2C Nutrient metabolisms. The basis for applying C2C principles & goals &
- 36. Principles of theCradle to Cradle® design paradigm WASTE EQUALS FOOD Nutrients become nutrients again or Everything is a resource for something else USE CURRENT SOLAR INCOME Renewable sources powered by sun CELEBRATE DIVERSITY Biodiversity Cultural diversity Conceptual diversity
- 37. Food production dependson soil. Soil takes tens of thousands of years to form. Loss of topsoil More than half of agricultural soil is lost or seriously degraded
- 38. Loss of topsoildue to: Intensive over-farming Incineration & landfilling of nutrients Urbanization
- 39. Every year welose 4000 – 6000 times more humus … than we build up. In the European regions it takes 100 to 300 years to build a Layer of 1 cm of Humus. 25 cm of Humus are needed to have soil which is fertile enough to be used for food production. Loss of topsoil
- 40.
- 41. • The 2008+recession has changed consumer behavior forever. • The Internet Revolution gave the Consumers more power than ever before. • To achieve success there is the need to stop using outdated marketing and realign processes around the stakeholders, not company. • To design the better world you have to think as customer (stakeholder) … not as marketer. 0 Summary
- 42.
- 43. Manage the Present Cutthe fat, drop unprofitable products, segments, customers and geographical areas. Make operational improvements. Right sizing. Selectively Forget the Past Work on new products that are ready. Move into opportunities. Exploit nonlinear changes. Create the Future Develop a big new strategic intent (an efficient electric car, a cure for cancer…) A strategic intent will have direction, motivation, and challenge. http://www.thepinnaclelist.com/ Summary Make evolution changes
- 44. The 3.0 Marketingorganization characteristics • They align the interests of all stakeholder groups • executive salaries are relatively modest • They operate an open door policy to reach top management • Their employee compensation and benefits are high for the category; their employee training is longer; and their employee turnover is lower • They hire people who are passionate about customers • They view suppliers as true partners who collaborate in improving productivity and quality and lowering costs • They believe that their corporate culture is their greatest asset and primary source of competitive advantage. • Their marketing costs are much lower than their peers while customer satisfaction and retention is much higher. 0 Summary