The new model for future marketing – Marketing 3.0 – treats customers not as mere consumers but multi–dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, described about in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, famous for his "4 P′s of Marketing" In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
How Cult Brands like Apple, Harley-Davidson, IKEA, Zappos, and Southwest Airlines create customer loyalty.
Certain businesses excel at fostering undying, cult-like following among their customers. Our study of Cult Brands reveals seven rules any business can follow to attract loyal customers.
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
How Cult Brands like Apple, Harley-Davidson, IKEA, Zappos, and Southwest Airlines create customer loyalty.
Certain businesses excel at fostering undying, cult-like following among their customers. Our study of Cult Brands reveals seven rules any business can follow to attract loyal customers.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Anatomy of a Cult Brand: How Leading Brands Build Fanatical Followings and Lu...Cult Collective
We’ve studied the world’s most renowned brands to try and unlock the genetic code that’s helped them dominate their markets and decimate their competitors for years.
Learn the six essential elements that successful brands use to forge fanatical followings and win legions of loyal advocates.
This is a condensed version of a larger report by the same name, available at http://www.cult.ca/
This presentation is an introduction to the role of IMC in marketing.
Want more FREE resources? Checkout the B2B Whiteboard youtube channel:
www.youtube.com/b2bwhiteboard
Or join us on Facebook today: www.facebook.com/b2bwhiteboard
Welcome to Marketing 3.0 World
Have been inspired by the sustainable “Marketing 3.0”, we selected the key parts from the book and various presentations, digested and retold in our own way, for you to enjoy.
Hoping it’ll inspire you to practice “Marketing 3.0” more, as it’s the only way to ‘sustainable’ branding, marketing, and making our world a better place.
This is not a workbook as the other reviews already pointed out but it's very inspiring. I'm a fan of Philip Kotler and I think he has become wiser and wanted to share his 40-year experience to change the way marketing is perceived.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Anatomy of a Cult Brand: How Leading Brands Build Fanatical Followings and Lu...Cult Collective
We’ve studied the world’s most renowned brands to try and unlock the genetic code that’s helped them dominate their markets and decimate their competitors for years.
Learn the six essential elements that successful brands use to forge fanatical followings and win legions of loyal advocates.
This is a condensed version of a larger report by the same name, available at http://www.cult.ca/
This presentation is an introduction to the role of IMC in marketing.
Want more FREE resources? Checkout the B2B Whiteboard youtube channel:
www.youtube.com/b2bwhiteboard
Or join us on Facebook today: www.facebook.com/b2bwhiteboard
Welcome to Marketing 3.0 World
Have been inspired by the sustainable “Marketing 3.0”, we selected the key parts from the book and various presentations, digested and retold in our own way, for you to enjoy.
Hoping it’ll inspire you to practice “Marketing 3.0” more, as it’s the only way to ‘sustainable’ branding, marketing, and making our world a better place.
This is not a workbook as the other reviews already pointed out but it's very inspiring. I'm a fan of Philip Kotler and I think he has become wiser and wanted to share his 40-year experience to change the way marketing is perceived.
Dissertation on Integrated Marketing Communication of Coca Cola India and What changes can be considered in their promotional activity.
I have tried to cover the details of Mass Communication, Advertising, Sales Promotion, Online Marketing, Direct Selling, Television Commercials, Print Ads, Public Relations, Crisis Communication, Strategic Communication, Strategic Planning etc in this Project. It is based on hard core research and the information are more in depth updated.
Why Corporations Will Save The World (with help from Creative Agencies)Trevor Bennett Grant
Why corporations will save the world with a little help from creative agencies
Answer: in order to to save themselves from losing relevance and preference with consumers.
WE ARE Pi co-founder Alex Bennett Grant and Strategy Director Jessica Perri present a vision for how corporations will save the world and themselves by adopting brand purpose that benefits the world as a differentiator in order to engage Millennial consumers. Bennett Grant and Perri address the topic with a proposition based on three pillars: Culture, Future, Good.
Culture: How sustainable is brand communication that leverages popular culture and memes to borrow equity and become salient with consumers in a social era? Some brands realise this approach has its limits and are instead opting for leveraging brand purpose based on social and societal good. Is this a winning strategy for large corporate brands?
Future: what are the new ways to organising a corporation and its brand to stay competitive as markets are flooded with newer, nimble competition founded with brand purpose and usefulness at their core? In an era of 21st century ’Benefit Corporations’, will the 20th century mass market corporate dinosaurs evolve by disrupting their own models, or die at the hands of dwindling relevance?
Good: how can placing social and societal benefit be applied as a brand differentiator, not only for the younger corporations, but the big slow older brands too? How can creative agencies the world over help nurture and educate corporate clients to think differently about ways in which they can stay relevant, by reflecting their consumers millennial values and desire to purchase brand purpose with their products?
This presentation is a call to arms for marketers and agencies to join the conversation in an effort to create a RACE FOR GOOD among corporate brands
Business Opportunities based in SustainabilityBelen Derqui
Sustainability means endurement. FMCG companies are already taking advantage of sustainability issues to succeed. In this presentation I provide some examples and marketing related ideas for more sustainable businesses.
While change has always been a constant, the pace of change seems to have increased exponentially. This change permeates through all aspects of business as well; competition, marketing, social media, health care, even your employees. As a business owner or leader, you are challenged with keeping up with that change - perhaps even embracing it. The 2013 7x7x7 panel examines where change is happening, what it's impact will be on you and how you might take full advantage of that.
Ethics and Social Responsibility in Marketing StrategyLinda Bandov Pazin
Discussion of how Unilever (Dove), TOMS and Goldman Sachs developed groundbreaking social marketing campaigns and the positive impact it had on their business. Showing the link between purpose and leadership.
Entrepreneurial marketing presentation by barry ardley for fill the gap marke...Fill the Gap Marketing Ltd
Do your marketing differently. Thanks to Barry Ardley from the University of Lincoln for this presentation at the Fill the Gap Marketing Academy, March 2014.
Omni-Channel Retail : Bridging the digital and brick & mortar divide to drive...Adrian Teo
Over the last decade, brick-and-mortar retailers have been forced to deal with the Internet and the broadband communications revolution. Internet ubiquity, personal technology adoption, and e-commerce growth have produced a new consumer behavior—cross-channel shopping. In this environment, consumers hop from one channel to another throughout the shopping journey looking for the best deal (eg. showrooming). There’s no doubt that the invasion of retail stores by these mobile enablers of virtual shopping has been costly. Not just in sales, but in customer loyalty, too.
In the Singapore context, rising rents (40 – 50% of total sales) and labour cost is forcing retailers to review their retail and digital strategy. Specifically, how digital can be leveraged to drive engagement, footfall and sales – to augment traditional retail in a holistic manner.
Tao of Shop is an Omni-Channel Retail platform that enables any shop / mall / F&B operator to Engage, Sell, Reward and Service consumers on their digital and physical stores.
1. Fully integrated digital solution – engage your customers with News, Coupons, eCommerce and Rewards via your own branded website, mobile apps and social media.
2. Indoor or micro location capability that integrates mobile with your brick and mortar outlets. You can now accurately identify customers in-store (without the need to open the mobile application) - enabling you to reward for footfall and engage them with personalized coupons and messages.
3. An automated marketing & retail recommendation engine with insights to your customer database – giving you the capability to automate personalize sales and marketing based on customers’ profiles, transaction history and location.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
3. CHANGE
“Within five years, if you are run your
business in the same way as you do now, you
are going to be cut out of business.”
- Philip Kotler
So the…
MARKETING
…. had to change
Why Marketing 3.0 ?
It’s all about our lives and our world !
4.
5. Marketing 3.0
Adoption of Marketing 3.0
Old Philosophy:
Better Nutrition Traffic Safety
“What is good for business is good for society !”
New Philosophy:
“What is good for society is good for business !”
Reducing Solid Waste
Staying Active
Reducing Obesity Recycle Used Electronics
6. Marketing 3.0 : Collaborative, Cultural, Spiritual
The Age of Participation
and
Collaborative Marketing
The Age of Globalization
and
Cultural Marketing
The Age of Creative Society
and
Spiritual Marketing
The
Stimulus
The
Problem
The
Solution
7. The Disciplines of
Marketing
Today’s
Marketing
Concept
Future Marketing
Concept
Product Management 4 P’s Co-creation
Customer Management STP Communitization
Brand Management Brand Building Character building
9. Communitization
Consumers can organize into communities that exist not to serve the business but
to serve the members.
Pools strong belief and affiliation
Webs one-to-one
Hubs loyal fan base
Character Building
Authenticity that core differentiation.
10. Shift to human spirit: The
3i Model
Brand Touch point of mind, heart, spirit
Positioning Alerts consumer for authenticity
Differentiation Brand’s DNA reflects true integrity
Brand identity Positioning of brand
Brand integrity Fulfilling the promise – trust
Brand Image Acquiring consumers’ emotions
Solid
Proof
Buying
Decision
11. Brand Integrity
3i
(Positioning) (Differentiation)
Open Happiness “LIVE POSITIVELYTM ”
(Brand)
Coca-Cola
Company Vision,
Sustainable Growth
The 3i Model: Coca Cola
12. Shift to Values-Driven Marketing
• To identify the anxieties and desires of the consumers to be able to target their minds, hearts, and spirits.
• In the globalization paradox, they make their society and the world at large, a better an ideal place to live.
• Peter Drucker
• Charles Handy
• Picture of
desirable future
state
• Set of corporate
priorities
• Current and future
CUSTOMER
• Current and future
SHARE HOLDER
• Current and future
EMPLOYEES
VALUE-BASED MATRIX MODEL (VBM)
13. MIND HEART SPIRIT
MISSION
To refresh the world...
To inspire moments of optimism and
happiness...
To create value and make a difference…
Nurture a
winning
network of
customers and
suppliers
Open Happiness
Live our values
LIVE POSITIVELY
TM
VISION
- People
- Portfolio
- Partners
- Planet
- Profit
- Productivity
Economic value
of the satisfy
basic need
Maximizing return
to shareowner
while being
mindful of our
responsibilities
Sustainability
(GRI Report)
Sustainability
KPI
VALUE
Leadership, Collaboration, Integrity,
Accountability, Passion, Diversity, Quality
Be a highly
effective, lean
and fast-moving
organization
World’s 25 Best
Multinational
Workplaces 2013
Inspire
creativity,
passion,
optimism, fun
Values-based matrix model (VBM)
14. The Goals of Values-Based Marketing
• Customer-centric:
Value based marketing is sometimes initiated because of external changes in customer
attitude.
E.g. Kraft Food
• Social Responsibility:
An organization’s corporate statement might expressive include value-based goals.
E.g. P & G has started Shiksha Abhiyaan to the rural children
• Business Alliances:
It helps to achieve value based objective. This is particularly effective when alliances
relates to delivering value to help communities.
E.g. TATA make alliances with DOCOMO to reach customers through communication.
• Customer Values:
In important part of developing value based strategy is discovering what customers
value for company.
15. MISSION TO
THE
CONSUMERS
VALUES TO
THE
EMPLOYEES
VALUES TO
THE
CHANNEL
PARTNERS
VISION TO THE
SHARE
HOLDERS
16. MISSION TO
THE
CONSUMERS
Mission
“Cadbury means Quality”
Cadbury
Apple
Coca Cola
“To make a contribution to
the world by making tools
for the mind that advance
humankind”
• To refresh the world - in mind, body and spirit
• To inspire moments of optimism - through our brands
and actions
• To create value and make a difference everywhere we
engage
17. GOOD MISSION
Business as
unusual
Story that
moves
people
Creating Spreading
Consumer
Empowerment
Good Mission
Realizing
Amazone.com
• Provide the Biggest
Selection of Knowledge
Delivered Conveniently
eBay
Google
• Make the world’s
information organized
and accessible
• Transformation or Change
• Consumer unconsciously accept
it as a part of its daily life
• Human Spirit Marketing
Steve Jobs
Tim cook
Howard Schultz-Starbucks
Resource
Connection
Container
Journey
Change
Transformation
18. VALUES TO
THE
EMPLOYEES
Shared values integrate employees
under one corporate culture.
19.
20. VALUES TO
THE
CHANNEL
PARTNERS
In marketing 3.0
• Collaborator
• Cultural Change Agent
• Creative Partners
Body shop :
As imperative for growth emerged multi channel
approach was adopted.
Anita Roddick's was interested in people interested
to make difference rather than people making
profits.
Women were more likely than men to share her
same social and environmental
values.(90%partners were women initially).
1. Single stage channel
2. Multistage channel
3. Territory based channel
4. Integrated multichannel
stages.
21. Biggest issue in marketing is to access rural market.
Socially responsible distribution is best modeled.
ITC: e-choupal: enables farmers to access
information on weather and crop prices and sell
their produce directly through consumers
without middle men.
Also choupal sagars concept of minimalls that sell
products from consumer goods to health and
financial services.
Hindustan Unilevers
Empower rural Women
”Shakti Amma”
Consumer as Channel Partner
22. VISION TO
THE
SHARE-HOLDERS
Profitability
Return-ability
Sustainability
long term Goal
Improve
Shareholder Value
Short term Goal
Creating a
Competitive Advantage.
Improved
Cost Productivity
Higher
Corporate Brand Value
Higher Revenue from
New Market Opportunities
25. Creating Socio-Cultural Transformation
Identify Socio-
Cultural Challenges
Select Target
Constituents
Offer
Transformational
Solution
• Primary focus on Entertainment
Obesity Children Better for you
27. Three force
Access of Technology to Rural Market
Blend of Excess Supply
Government Policy
28. Four Requirements
Huge scale
Huge scale
Solutions must be enduring for generations
Solutions must be enduring for generations
Effective
Efficient
Shakti Amma
Effective
Efficient
• 14 State
• 1,00,000 Village
• 50,000 women
• Its job-creating impact
• Create better living condition
• Involve the community
29. Social Business Enterprise (SBE)
Stretches Disposable Income
• By providing goods & services at lower price
Expands Disposable Income
• By providing goods & services previously not available
Increases Disposable Income
30. Marketing Model of SBE
Elements of
Marketing
Social Business Enterprise
Business Model
Segmentation Bottom of the Pyramid
Targeting Targeting High Volume Communities
Positioning Social Business Enterprise
Differentiation Social Entrepreneurship
Marketing Mix
Product Accessible for Low-Income Customers
Price Affordable
Promotion Word-of-Mouth
Place Community Distribution
31. Learnings
Love Your Customers, Respect Your Competitors
Be Sensitive To Change, Be Ready To Transform
Guard Your Name, Be Clear About Who You Are
Get Your Customers, Keep And Grow them
Whatever Your Business, It Is a Service Business
32. Customers are Diverse; Go First To Those Who Can Benefit Most From You
AlwGaylos bOaflf Seer gam Geonotd Package at a Fair GPlorbicael products and features at higher price
Shop Houses in Shri Lanka
Global quality but with local features at slightly lower
prices
Glocal Segment
Always Make Yourself AvAainlanblae,p Suprrenaad TIhoed Giozoedd N Sewaslt in Ghana
Local Segment Local products with local features at local prices
Bottom-of-the-pyramid segment Buy only the cheapest products available
Always Refine Your Business Process In Terms of Quality, Cost and Delivery
Gather Relevant Information, But Use Wisdom in Making Your Final Decision
33. References
• Disney Consumer products: Marketing Nutrition to children, David E. Bell and Laura Winig,
HBR article-2009.
• Shaping The Future:solving Social Problems through Business Strateg y; Pathways to
Sustainable Value Creation in 2020, Based on research by McKinsey & Company, CECP
article.
• Corporate Social Responsibility – Towards a Sustainable Future ; A White Paper; KPMG in
India.
34. • Volunteering for Impact, Best Practices in International Corporate Volunteering, Greg Hills
and Adeeb Mahmud, September 2007.
• http://gpah.bsr.org/en/case-studies/view/new-business-models-to-increase-access-in-developing-
countries
• http://gpah.bsr.org/en/case-studies/view/base-of-the-pyramid-innovation-project
• http://www.malaria.novartis.com/innovation/sms-for-life/
• http://www.unilever.com/images/es-Fortified-foods-improve-health-in-Ghana_tcm13-
387429.pdf
Editor's Notes
New wave technology facilitates the widespread of information, ideas, and public opinion that enable consumers to collaborate for value creation.
Technology drives globalization of the political and legal, economy, and social culture which creates cultural paradoxes in the society. Impact on consumer’s anxiety and desire so comp has to share their dream with consumer.
Technology also drives the rise of the creative market, which is more spiritual in towards the world. Means future propotional for business model.
So this blocks used for how to apply for communities na d how to translate into busi model.
Mystarbuckidea: provide services to constomer to share ideas
Peugeot: offers special people to have chance to help their brand by their exp.
Puma: by feedback merge all n cocreate new pdt.
Godin tribes, we need u to lead us
Connected to IDEA
Connected to ONE ANOTHER e.g social media
Connected to a LEADER
Authentic athlets excellence – just do it – nike
Therefore, companies has to share the same dream with consumers and make a difference.
Changed direct promotion of junk food to children due to consumer opinion
MARKETING THE MISSION TO THE CONSUMERS
CONSUMERS ARE THE real BRAND OWNERS
Consumer are attached to brand through Brand loyalty
Though Cadbury find worm in product company change their strategy mission to “” and made quality campaign through media and change their packaging double rapper and came up with new strategy that give more gaining loyal costomer.
Jeff Bezos
Amazon.com
Reinvented retailing of books (and other products) with Amazon.com (1994) and reinvented the book itself with the Kindle (2007)
Pierre Omidyar
eBay
Connected sellers and buyers with eBay (1995), facilitated transaction and governance with user ratings and inclusion of PayPal as subsidiary (2002)
Larry Page and Sergey Brin
Google
Since 1998, Google has been reinventing the search engine (the word “Google” is in the dictionary defined as a word for searching on the Internet); redefined online advertising by providing search engine-based advertising platform
Advertising network develop one-2-one, one-2-many or many-2-many.
Values-driven employees not only work harder but also become better face of company.
Their behavior will be the part of brand stories that customer talk about.
Employees should be seen as “value ambassador” customer judge authenticity looking at employees.
TELL ME AND I WILL FORGET,
SHOW ME AND I MAY REMEMBER,
INVOLVE ME AND I WILL UNDERSTAND
Local service / Cross border Service
Becton, Dickinson and Company) is a global medical technology company improve laboratory capacity, in particular with HIV testing in Zambia
Pfizer’s Global Health Fellows program loans employees to health care-related NGOs and multilateral and governmental
organizations for a period of three to six months
Starbucks partners with the nonprofit intermediary Earthwatch Institute to place employee volunteers in environmental
projects.
Timberland Used to be planting in china as csr activity
IBM has responded to more than 70 natural disasters and provided millions of dollars for its disaster-relief experts to participate in cross-border volunteer opportunities.
Single Channel stage. Many companies start out in a limited
regional setting where all sales can be covered by their own
sales force or a single channel partner.
As the company grows, it adds more distributors and
other channels to increase its coverage area to improve sales
revenue and product availability without limiting where or to
whom each distributor or other channel may sell. This strategy
normally results in sales conflict among the distributors
and other channels. This second stage is the Multi-Channel
stage, in which the company sells to multiple distributors and
direct channels but does not delineate product, segment, or
geographical boundaries.
A more advanced distribution systems takes into consideration
channel conflict problems and divides the company’s
market by territories, consumer segments, or product segments.
Each distributor or channel is then given a separate
piece of the market to develop.
This third level is the Territory-
Based Channel stage, in which the company sets clear boundaries
and rules for distributors and direct channels to operate
to avoid channel conflict.
In the most advanced distribution systems, there exists a
division of tasks among a company’s various channels. With
this division of tasks, several different types of channels can
coexist within a segment or regional market. Instead of competing
with each other, the channels will collaborate. This
fourth level is the Integrated Multi-Channel stage, in which
a company divides tasks between different channels. Multiple
channels may coexist within a regional market or market segment
by working together and not competing for business.
For example, a computer manufacturer may allocate tasks to
multiple channels: a web site to generate demand, its own
stores to stage consumer experience, resellers to distribute
and provide technical support, and a sales force to sell to
corporate consumers and provide referrals to the nearest resellers.
Companies should try to achieve this most advanced
degree of integration. In the Integrated Multi-Channel stage,
the company and its channel partners creatively find new
ways to serve the consumers without conflict.
Nike and Chevron were under scrutiny from regulatory bodies for some of their practices in the developing world.
Amazon.com or eBay were not profitable for the first few years of their existence.
But the promise of returnability kept their shareholders from withdrawing their investments
Communities of consumers will spread good word-of-mouth reviews about the company’s brand. Because customers share their satisfaction with other customers, the company’s advertising costs are significantly reduced.
A company that demonstrates strong values will get support from employees and channel partners.
Employee happiness will be high and their work productivity will be elevated.
Companies will also save on hiring and retention costs. Because employees are living the values in their everyday work, the need for training is reduced and this is another cost saving. Employees perform better in their interactions with customers and this reduces the costs associated with customer complaints. Moreover, channel partners are more supportive and less likely to try to force higher channel remuneration.