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.
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
Notas do Editor
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.