1. MBis Marketing & Technology Marketing Basics

4. Behaviour : Adaptive energy investment which serves to reduce the tension between internal and external world Need coincides with satisfaction (birth) Source of needs Source of satisfaction Internal world External world MARKETING Constructing a bridge of recognition for the individual between problem (need) and solution (commercial product) = SATISFACTION What is marketing all about ? PRENATAL DEVELOPMENT P ERSONNAL DEVELOPMENT

6. Actors on the market Company Partner Prospects C ustomer Supplier Legal & commercial environment

13. Consumer behavior Environment Attention Comprehension Interpretation processes Memory Behavior Knowledge, meanings And beliefs Knowledge, meanings And beliefs Attitudes and intentions Decision making Integration processes Cognitive processes (1) (2) (3)

14. Customer evolution Source: Carré Jaune

16. Strategic approaches Perceptual & Strategic Positionning Market segmentation Product differenciation Push Pull

20. Why a Brand in a on-line world? « If you launch a web site on the Internet today, it ’s like opening up a store on the North Pole - without a brand you are in serious trouble … » Gerry McGovern, CEO Nua

23. Sample communication plan Brand Asset Valuator Launch campaign Awareness - Differenciation 0 5 0 100 5 0 Status : Estime + Familiarity Vitality: Differenciation + Relevance Post launch year 1 Positionning + Relevance Year 2 Values Differenciation Post launch year 1 Content + Attachement Year 2 Values Relevance Source: Young & Rubicam

31. UK & Ireland population : 63 672 903 * Sources: * www.statistics.gov.uk ** Vogue Data: CRM vs. Mass media ? Females 25-64 years o. : 15 872 000 Class A+B : 3 763 000 Living in the region of a POS : 782 000 (London, West Midlands, Dublin) Potentially visiting POS (30%) in one year : 258 200 Clients Vogue : 199 152 issues ** (without repetitions) UK A+B class females reading Vogue : 39 489 UK A+B class females reading Vogue potentially visiting a POS : 2 709

32. Actions: CRM vs. Mass media ? Cost per contact: Mass Media 0,08 € Acquisition 0,98 € Loyalty 2,68 € Example of an ad in Vogue: One page in 199 152 exemplars is costing 15 646 € An acquisition action: 11 500 mailings has been send for a cost of 11 251 € A loyalty action : 3 000 mailings has been send for a cost of 8 052 € Cost useful contact: (targeted & near a POS) Mass Media 5,78 € Acquisition 1,22 € Loyalty 2,74 € Cost generated traffic: (In function of the reactivity of the media) Mass Media 1155 € Acquisition 138 € Loyalty 103 €

33. Marketing evolution

34. From product centric to customer centric Marketing evolution Information volume Market size Mass marketing Segments Targeted marketing Micro targets Individual Marketing

41. DIRECT MARKETING IS A PHILOSOPHY

42. Direct Marketing it’s about Mentality Mission Method Marketing DB Media

52. The most strategic question Who What Where Why Buys/Calls/ Interactions Who buys what, where, when and why ?

53. Close loop thinking Data Customer Knowledge Base Action Information

54. What is CRM all about ?

58. “ Marketing’s future lies in database marketing where we know enough about each customer to make relevant and customised offers to each.” Ph. Kotler

59. CRM is a data based business process ...

60. CRM closed loop Marketing Sales Services Campaign Management & Analysis Contact & Opportunity Management Forecast & Sales Analysis Customer support Loyalty & Satisfaction Analysis Segmentation & Marketing Actions Customer database Identify & Attract Acquire Retain

61. Information technology back-bone Internal use (employees & management) Customers services Customers data Marketing Sales Partners Customers Prospects Partners portal Extranet C.R.M. Direct sales e-marketing Direct sales

62. CRM global architecture Channels Web Call center Mail Media S.F.A. Campaign Management Market place Legal environement Targets & Segments Front office Back office Supplier Partner EDI EDI ERP DSS Reporting OLAP Datamining Audit Marketing Buy Production Sales Logistics Company

63. Thanks again for your attention !

64. Annexes