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