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Globalmarketslocaleaders
A Managerial Approach

Many Thoughts, Short Time…
1.-‐ Classical MarkeAng… Revisited?
2.-‐ Digital RealiAes and Myths
3.-‐ Managing for (MarkeAng) Success

What is MarkeAng (about)?

Some frameworks are valid
any Ame and any place…
Objec&ves

Markets

Messages

Media

Budget

Measurement

Some frameworks are valid
any Ame and any place…
MARKET
ANALYSIS
SEGMENTATION
TARGET SEGMENT
CHOICE
INTERNAL
ANALYSIS POSITIONING
MARKETING
POLICIES
PRODUCT
PRICE
DISTRIBUTION
COMMUNICATION
STRUCTURE
COMPETITIVE
ANALYSIS DIFFERENTIATION
PACKAGE OF
BENEFITS
SELECTION

Purposeful PosiAoning:
FuncAonal values and
EmoAonal keys

Don’t be Constrained by
ConvenAonal Wisdom

InnovaAng does not mean
invenAng

Fewer Brands, More Meaningful,
Harder to Stay Relevant

Big Data, Deeper Insights on
Customer Journeys

What About“Digital”?
Learning about Myths and RealiAes

Global&Local MarkeAng

Local&Global Strategy

Skill Set ImplicaAons;
Broader Reach, More Depth

OrganisaAonal Issues

QuesAons, Complaints
or Disagreements?
joepons@yahoo.es

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Pons

1. Globalmarketslocaleaders A Managerial Approach

2. Many Thoughts, Short Time… 1.-‐ Classical MarkeAng… Revisited? 2.-‐ Digital RealiAes and Myths 3.-‐ Managing for (MarkeAng) Success

3. What is MarkeAng (about)?

4. Some frameworks are valid any Ame and any place… Objec&ves Markets Messages Media Budget Measurement

5. Some frameworks are valid any Ame and any place… MARKET ANALYSIS SEGMENTATION TARGET SEGMENT CHOICE INTERNAL ANALYSIS POSITIONING MARKETING POLICIES PRODUCT PRICE DISTRIBUTION COMMUNICATION STRUCTURE COMPETITIVE ANALYSIS DIFFERENTIATION PACKAGE OF BENEFITS SELECTION

6. Purposeful PosiAoning: FuncAonal values and EmoAonal keys

7. Don’t be Constrained by ConvenAonal Wisdom

8. InnovaAng does not mean invenAng

9. Fewer Brands, More Meaningful, Harder to Stay Relevant

10. Big Data, Deeper Insights on Customer Journeys

11. What About“Digital”? Learning about Myths and RealiAes

12. Global&Local MarkeAng Local&Global Strategy

13. Skill Set ImplicaAons; Broader Reach, More Depth

14. OrganisaAonal Issues

15. QuesAons, Complaints or Disagreements? joepons@yahoo.es