1. I
LOVE
MODEL
(A Visual, Interactive Technique
To Master Social Marketing 101
For State Universities & Colleges)
Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM
Ateneo Graduate School of Business
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2014 Edition

2. I
LOVE
MARKETING
MODEL
(Added Social Dimension to this
17 year marketing model)
Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM
Ateneo Graduate School of Business
josephdeungria.com
www.
21st Century
Edition

3. 1.
2.
3.
4.
Why
What
What it is Not
How
For State Universities & Colleges
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4. 1. Why?
For State Universities & Colleges
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5. Why Learn Social Marketing? Because…
1.
2.
3.
4.
5.
6.
7.
8.
Everything is marketed !
Goods
Services
Experiences & Events
Persons
Places
Properties
Organizations
Information & Ideas
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6. Which was better marketed?
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7. Which was better marketed?
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8. Which was better marketed?
Phuket
Boracay
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9. Whose story was better
marketed?
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10. Who is the better brand? For
president in 2016
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11. In a close fight, marketing is the
game winner (facebook logos 1
day before election)!
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12. Why Learn Social Marketing? Because…
1.
2.
3.
4.
5.
6.
7.
8.
Everything is marketed !
Goods
Services
Experiences & Events
Persons
Places
Properties
Organizations
Information & Ideas
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13. What should replace your existing
extension program?
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14. What should replace your existing
extension program?
A Better Version of YOUR program!
8 (2012)
7 (2009)
VISTA (2008)
XP (2001)
95 (1995)
3.1 (1992)
1.0 (1985)
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15. 2. What?
For State Universities & Colleges
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16. The Truth?
You are marketing… !
1.
2.
3.
4.
State University College
Extension Service
Your team’s capabilities
A Promise that…
Quality of Life can improve
This world can be better
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17. Do you have a great extension
product? (analogy: mousetrap)
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18. Do we really need
to allocate more resources on
the technology & production
of better
mousetraps
(extension
services)?
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19. Social Marketing is the same
as “Commercial Marketing”,
1. Focus on Customer
2. Satisfy Customer’s Needs & Wants
3. Use 4P’s Marketing Mix
– Product
– Price
– Promotion (Communications)
– Place
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20. Social Marketing is different as its
focus is on “response” objective!
Source: Philip Kotler’s Marketing Management, 13e
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21. Better than AIDA, here’s 2
ways to remember:
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22. Typical “call to action” for
social marketing
Social Marketing
at Your Fingertips:
A Quick Guide to Changing the World
MarketingProfs Book Club Edition
Nedra Kline Weinreich
Weinreich Communications
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23. Tuntoy and Barangay Gutom
http://www.youtube.com/watch?v=_0Pdo6DKGYg
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24. Barangay Gutom is still
hungry… Why?
“Extension” of Gawad Kalinga
Video: uploaded 2009
Youtube (3 versions) < 5,000 views
Face to face presentations= ??
Hunger warriors= too few
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25. 3. What
Is Not
For State Universities & Colleges
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26. Social Marketing has small
overlap with Social Media
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27. OVERLAP: Social marketing can use
some of “almost free” social media
channels to communicate
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28. How much
FREE SOCIAL MEDIA
did we use in 2 days?
For this Class?
(compare vs. using smoke
signals in years past)…
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29. SMS, then email from DAP
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30. I confirmed, and got email
for concept, program, people
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31. I confirmed, and got email
for concept, program, people
Exercise:
Here is 1 marketing technique that
you should learn…
PARTICIPATION
(Once you see your name,
Stand up,
State your nickname
School
Wish for your extension program (if it will come true, no matter what)
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32. Stand, Name, School, Wish
What area would you
wish (for your
extension service)
if you knew
it will be surely
granted?
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33. Stand, Name, School, Wish
What area would you wish
(for your extension
service)
If it will surely be granted
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34. DAP discovered me
via google search
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35. Created on-line hyperlinked bulletin
board for course access before & after
class
www.pinterest.com/vcoachbong/social-marketing/
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36. Made a Facebook Page just for this
class: 31 members in 36 hours!
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37. Facebook allows us multiple
identities
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38. FB provides info, pics & time
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39. FB allows us to be friends or
just connections…
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40. Why Facebook and not some high
tech learning platform like
“Schoology” or “Blackboard”
Because
We are on Facebook (most)
We are 1 click away from what
you are doing…
We are Facebook!
But tomorrow, may be another…
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41. It’s not about technology,
It’s about connecting to customers,
efficiently & effectively
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42. Before GAWA, need ALAM!
(awareness before action!)
Sample when buying a computer…
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43. Before GAWA, need ALAM!
(awareness before action!)
Sample when buying a computer…
ALL
Awareness
ALAM
Interest
Desire
GUSTO
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Action
GAWA

44. Until what round?
Are you the chosen SUC?
Sponsor choosing an extension program
75 SUC
ALL
10 SUC
Awareness
ALAM
5 SUC
2 SUC
1 SUC
Interest
Desire
GUSTO
Action
GAWA
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45. Before reaching bottomline, have
to go through top 2 stages first!
(that’s why we need “marketing”)
Source: Philip Kotler’s Marketing Management, 13e
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46. 4. How?
For State Universities & Colleges
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47. 1 Idea Can Change the World
ID 1
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48. An Idea Can Change the
World! Inception…
http://www.youtube.com/watch?v=oy09m76bvBg
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49. There’s a better way?
http://www.ted.com/talks/terry_moore_how_to_tie_your_shoes.html
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50. 2 Million People
are now tying their shoes
the unconventional but
correct way!
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51. A Better Way to Tie Your Shoe
A small advantage somewhere in life can yield
tremendous results someplace after….
Terry Moore
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52. An Idea
in the Proper Perspective
Is Even More Powerful
ID 2
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53. Vision is taking a step back from
the trees-
FRH=15
FCW=2
Trees
Zoom=15
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54. Vision is taking a step back from
the trees- to see the forest.
FRH=15
FCW=2
Trees
Forest
Zoom=15
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55. Vision is taking a step back from
the trees- to see the forest.
FRH=15
FCW=2
Trees
Forest
Zoom=15
The only difference here is perspective !
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56. Ateneo Graduate School of
Business: Vision
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57. Ateneo Graduate School of
Business: Mission
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58. Expertise without integrity
is empty
Expertise
Empty
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59. Integrity without expertise
is ineffectual
Integrity
Ineffectual
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60. Expertise & integrity without
service is irrelevant
Expertise
Integrity
Irrelevant
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61. AGSB Mission: E + I + S
Expertise, Integrity, Service
Irrelevant
Expertise
Integrity
Ineffectual
Empty
Service
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AGSB
Mission

62. Hypermarketing 3.0
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63. Hypermarketing 3.0 =
1 High Performance +
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64. Hypermarketing 3.0 =
High Performance
2 Highly personal +
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65. Hypermarketing 3.0 =
High Performance
Highly personal
3 Hyperlinked# +
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66. Hypermarketing 3.0 =
High Performance
Highly personal
Hyperlinked#
SERVICE
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67. Is the 1 idea,
that service
That can complete the
last mile?
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68. Putting efforts in perspective!
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69. Are we committed to that final
mile to complete the project?
http://www.ted.com/talks/sendhil_mullainathan.html
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70. Which comes first?
The Chicken or the Egg?
ID 3
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71. Which comes first?
School or extension customer
ID 3A
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72. Which is more important?
The end or the means?
The result or the redtape?
ID 3B
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73. 1st: Marketing: Customer
wants a 3 level swing
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74. 2nd Engineering: Its better to
have 3 ropes to make it
strong!
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75. 3rd Production: Here is what
we can do!
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76. Customer: I want a cheap,
comfortable swing now!
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77. RIP: Obsolete products from
superseded ideas
•
•
•
•
Pagers, typewriters
Rave 3 in 1 shampoo
Unlimited educational plans
Simple “telephone” operators
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77

78. 4. How?
For State Universities & Colleges
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79. Professor’s Note
This “I Love Social Marketing Model” was
created to help students understand key
marketing concepts and how
these relate to one another.
The use of images and stories enhance
the learning experience and amplify concept
recall and marketing mastery.
The model has been updated to 21st
century strategic marketing realities.
-Prof. Bong De Ungria, Certified Digital Marketer (CDM)
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2014

80. What will this love story tell?
1.
2.
3.
4.
Why Models?
Why Images?
Marketing 101 concepts
All concepts in 1 visual framework
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81. What will this love story tell?
1.
2.
3.
4.
Why Models?
Why Images?
Marketing 101 concepts
All concepts in 1 visual framework
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82. 1. Why Models?
Models, paradigms, systems
– Directions - Traffic
Provides order, reference points
– for quick VALID decisions
– common USEFUL understanding
– BUT, know limitations
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83. 2. Only images work!
Marketing (& everything) is a battle
for share of mind
Mind remembers only pictures.
– Car
– Bedroom
– My Life’s highlights
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84. What will this love story tell?
1.
2.
3.
4.
Why Models?
Why Images?
Marketing 101 concepts
All concepts in 1 visual framework
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85. 3.
Model
Mastering 101 Key Marketing Concepts
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86. What is Marketing?
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87. What is Marketing?
System of profitably
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88. What is Marketing?
System of profitably
creating,
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89. What is Marketing?
System of profitably
creating,
communicating and
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90. What is Marketing?
System of profitably
creating,
communicating and
delivering value to
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91. What is Marketing?
System of profitably
Satisfy customer
creating,
communicating and
delivering value to
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92. What is Marketing?
System of profitably
Satisfy customer
creating,
communicating and
delivering value to
needs, wants and demands
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93. What is Marketing?
System of profitably
Satisfy customer
creating,
communicating and
delivering value to
needs, wants and demands
Better than competition
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94. Food example
To understand Needs, Wants & Demands.
Need
Basic necessity
Feel deprived if this is
absent
Food
Want
Given choices, this is
what you prefer
Chicken,
Burger, Steak
dinner
Demand
A want that is supported Only burger
by a decision and
is within my
capacity to buy
budget!
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95. Maslow’s Hierarchy of Needs=
a basic, constant reference
SelfActualization
Esteem Needs
(Recognition,
Status)
Social Needs (sense of
belonging, love)
Safety Needs (security,
protection)
Physiological needs (food, water,
shelter)
Reference: Marketing Management, 11th ed, Philip Kotler
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96. Basic needs have not changed.
No NEED added or deleted
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97. But huge changes in the many
choices to answer same needs.
Wants= choices
preferred answer to a need
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98. Marketing discipline:
Focus on satisfying demands!
N
Needs= basic requirements;
feel deprived without it
Wants= choices
preferred answer to a need
Demands=
wants + purchase capability
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99. Recognize difference in demand
between SEC (socioeconomic classes)
N
Needs= basic requirements;
feel deprived without it
Wants= choices
preferred answer to a need
AB, 1% of
populaton
C
14%
DE , 85%
Demands=
wants + purchase
capability
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100. Class AB can “figuratively” buy Maslow,
Class DE must focus on basic needs
N
Needs= basic requirements;
feel deprived without it
Wants= choices
preferred answer to a need
AB, 1% of
populaton
C
14%
DE , 85%
Demands=
wants + purchase
capability
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101. Pop quiz
1. Can technology or marketing create
a need?
2. Do customers buy based on need or
want?
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102. Pop quiz
1. Can technology or marketing create
a need? No. The need will always be there.
Often, technology allows the need
to be addressed in a different way.
2. Do customers buy based on need or
want?
Customers buy based on want. How many shoes do you
need? How many shoes do you actually have? If
people buy based on need alone, we would have a
small world economy.
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103. Always consider 3 Strategic Cs
Customers
– The customer is not always right!
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104. Always consider 3 Strategic Cs
Customers
– The customer is not always right!
Company
– You are in business for the long term
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105. Always consider 3 Strategic Cs
Customers
– The customer is not always right!
Company
– You are in business for the long term
Competition
– Benchmark performance
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106. 3 STRATEGIC C’S correspond to
3 Key Result Areas
CUSTOMERS
COMPANY
COMPETITION
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107. 3 STRATEGIC C’S correspond to
3 Key Result Areas
CUSTOMERS
COMPANY
COMPETITION
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108. 3 STRATEGIC C’S correspond to
3 Key Result Areas
CUSTOMERS
COMPANY
Profits
COMPETITION
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109. 3 STRATEGIC C’S correspond to
3 Key Result Areas
CUSTOMERS
COMPANY
Profits
COMPETITION
Market Share
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110. When is there a market opportunity?
When a
GAP
GAP exists for
customers needs, wants & demands
Between what the company can supply
And what competition offers
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111. 4 Steps in addressing market
opportunities
1. Determine total market Size
– Big to matter, small to handle
2. Divide into market Segments
– Similar Needs, Wants, Expectations
3. Choose primary Target market
– Focus limited resources
4. Position
– Use 4 Ps to hit Primary Target Market
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112. Steps 2 to 4: STP
Segment. Target. Position
SToP before you do anything
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113. Steps 2 to 4: STP Analogy
Segment. Target. Position
Ready.
Aim.
Fire!
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114. 4 Steps in addressing market opportunities
1a. Is the market size small enough to handle?
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115. 4 Steps in addressing market opportunities
1b. Is the market big enough to matter?
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116. 4 Steps in addressing market opportunities
2a. Divide the market into Segments
(similar needs, wants & demands)
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117. Steps in addressing market opportunities
2b. Choose the segment you will target
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118. josephdeungria.com
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118

119. 4 Steps in addressing market opportunities
2c. Segment you choose is your
Primary Target Market (PTM)
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120. 4 Steps in addressing market opportunities
2d. Target your PTM with your positioning
(communicate benefits)
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121. 4 Steps in addressing market opportunities
2e. To hit your PTM,
adjust your marketing mix (4Ps)
Product
Promo
Place
Price
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122. 4 Steps in addressing market opportunities
2f. Some PTMs require a mix
which emphasize product and promo
Product
Promo
Place
Price
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123. 4 Steps in addressing market opportunities
2g. Many PTMs require a heavy Price mix
Product
Promo
Place
Price
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124. 4 Steps in addressing market opportunities
2h. Your PTM require mix adjustments
from time to time
Product
Promo
Place
Price
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125. 4 Steps in addressing market opportunities
2h. Aim well as your competitors
are targetting the same PTMs.
Product
Promo
Place
Price
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126. Remember: different 4 P mix
to target different PTM
Product
Price
Promo
Place
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127. Emphasizing low price is
only 1 approach!
Product
Price
Promo
Place
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127

128. Emphasizing excellent product is
another common strategy
Product
Price
Promo
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128
Place

129. Some products are promodriven…
Product
Price
Promo
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Place

130. Marketing Mix 4 P’s mean
more!
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130

131. 4 Additional Ps for Social
Marketing
5. Publics
6. Partnership
7. Policy
8. Purse Strings
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132. 5Publics= work with different
audiences, with diff. agendas
1. External:
Primary audience
Secondary audience
Policymakers
Gatekeepers
2. Internal
Program creators, implementors, approvers
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133. 6Partner with other groups
for big, complex issues
You may have very different over-all
goals vs. other groups
Group 2
goals
Group 1
Goals
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Group 1
gOALs

134. Respect differences but build
on common goals
X= common interest strengthened by
numbers and resources
Group 1
Goals
Group 2
goals
Group 3
gOALs
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135. 7Policy is needed to sustain
some of new behavior?
National or local government
School or department
But, will you tie your shoe the wrong
way again?
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136. Which of 3 is most effective in
reducing plastic bags in
Quezon City?
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137. Purse Strings= funding
1.
2.
3.
4.
5.
National or local government
Foundations
Foreign institutions
Loans
Individuals
(philanthropists, alumni)
6. Satisfied customers paying back
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138. Integrated Marketing Communications
has 2 General Types
Personal
Mass
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139. Mass communication
simultaneously speaks to many
Personal
Mass
1. Sales Promotion
2. Advertising
3. Public Relations
4. Events and
Experiences
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140. Personal communication feels
like 1 on 1, customized
Personal
Mass
1. Sales Promotion
1. Direct Marketing
2. Advertising
2. Interactive
Marketing
3. Public Relations
3. Personal Selling
4. Events and
Experiences
4. Word of Mouth
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141. Sales Promo: Buy Now!
Not Tomorrow; Close out competition
4 Mass Communication Modes
1. Sales Promotion
1. Buy Now
2. Advertising
3. Public Relations
4. Events and
Experiences
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142. Advertising: Why Buy?
Inform, Persuade with Reasons
4 Mass Communication Modes
1. Sales Promotion
1. Buy Now!
2. Advertising
2. Why Buy?
3. Public Relations
4. Events and
Experiences
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143. PR: The Ali- buy
Activities not directly relate to a sale
4 Mass Communication Modes
1. Sales Promotion
1. Buy Now!
2. Advertising
2. Why Buy?
3. Public Relations
3. The Alibi
4. Events and
Experiences
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144. Events and Experiences are
stored as memories & feelings
4 Mass Communication Modes
1. Sales Promotion
1. Buy Now!
2. Advertising
2. Why Buy?
3. Public Relations
3. The Alibi
4. Events and
Experiences
4. Buy memories!
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145. Direct Marketing=
Traditional Direct Response
4 Personal Communication Modes
1. Buy/Respond to a
call, mail, catalog
1. Direct Marketing
2. Interactive
Marketing
3. Personal Selling
4. Word of Mouth
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146. Interactive Marketing=
Technology enabled Direct Response
4 Personal Communication Modes
1. Buy/Respond to a call,
mail, catalog
1. Direct Marketing
2. Buy/Respond to SMS,
email, website
2. Interactive
Marketing
3. Personal Selling
4. Word of Mouth
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147. Personal Selling=
1 on 1: Buy from a salesperson
4 Personal Communication Modes
1. Buy/Respond to a call,
mail, catalog
1. Direct Marketing
2. Buy/Respond to SMS,
email, website
2. Interactive
Marketing
3.
3. Personal Selling
1 on 1 buy
4. Word of Mouth
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148. Word of Mouth=
It must be good if I or my friends say it
4 Personal Communication Modes
1. Buy/Respond to a call,
mail, catalog
1. Direct Marketing
2. Buy/Respond to SMS,
email, website
2. Interactive
Marketing
3.
3. Personal Selling
1 on 1 buy
4. My friends bought!
4. Word of Mouth
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149. When you communicate:
emphasize benefits!
Features
– Specs
Advantages
– What the specs do
Benefits
Customer:
– What’s in it for me?
– Wny should I care?
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150. The most important is benefit.
Features Powerpoint Presentation
Advantage
Easier to understand
Benefit
More learning for all
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151. Here’s why landlines are dying.
Features
New cellphones are wireless,
small, affordable, long battery
life and lightweight
Advantage
75 million Filipinos always carry
it around.
Benefit
Easier to keep in touch with the
right person anytime all the
time.
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152. Consider company when
analyzing opportunities
Company Objectives
Resources
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153. Consider company when
analyzing opportunities
Company Objectives
Resources
5 factors
1 Vision
2 Mission
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154. Consider company when
analyzing opportunities
Company Objectives
Resources
3 Goals and
Objectives
5 factors
1 Vision
2 Mission
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155. Consider company when
analyzing opportunities
Company Objectives
Resources
3 Goals and
Objectives
5 factors
1 Vision
2 Mission
4 Business
Portfolio
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156. Consider company when
analyzing opportunities
Company Objectives
Resources
3 Goals and
Objectives
5 factors
1 Vision
2 Mission
5 Strategy
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4 Business
Portfolio

157. Vision is taking a step back from
the trees-
FRH=15
FCW=2
Trees
Zoom=15
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158. Vision is taking a step back from
the trees- to see the forest.
FRH=15
FCW=2
Trees
Forest
Zoom=15
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159. Vision is taking a step back from
the trees- to see the forest.
FRH=15
FCW=2
Trees
Forest
Zoom=15
The only difference here is perspective !
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160. Stop, Look, Listen at Competition
when analyzing opportunities
5 Industry Forces
Power of
Suppliers
Power of
Customers
Barriers to
Entry
Substitution
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Competitive
Reaction

161. Also consider the environment
Internal
– Strengths
– Weaknesses
External
– Opportunities
– Threats
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162. 4 Generic Winning Strategies
Low Cost Producer
Differentiate
Supply & Distribution
Leverage
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Niche

163. What will this love story tell?
1.
2.
3.
4.
Why Models?
Why Images?
Marketing 101 concepts
All concepts in 1 visual framework
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164. 4.
Model
Concept Summary
All Together Now!
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165. Heart is a 3 cornered shape
For 3 Strategic Cs
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166. First side is Customer
CUSTOMER
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167. 2nd side is Company who creates,
communicates & delivers value
COMPANY
CUSTOMER
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168. 3rd side is Competition
COMPANY
COMPETITION
CUSTOMER
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169. For customers, we meet demands
COMPANY
COMPETITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
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170. True test of customer satisfaction
is repeat sales…
COMPANY
COMPETITION
REPEAT SALES
CUSTOMER
NEEDS,
WANTS,
DEMANDS
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171. Key Result Area for Company is
Consistent Profits
COMPANY
COMPETITION
PROFITS
REPEAT SALES
CUSTOMER
NEEDS,
WANTS,
DEMANDS
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172. KRA to know if doing well vs.
competition is market share
COMPANY
COMPETITION
PROFITS
MARKET
SHARE
REPEAT SALES
CUSTOMER
NEEDS,
WANTS,
DEMANDS
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173. Market opportunity If a gap exists between
what customer demands, competition provides and
company can deliver better than competition.
COMPANY
IF GAP
EXISTS…
COMPETITION
PROFITS
MARKET
SHARE
REPEAT SALES
CUSTOMER
NEEDS,
WANTS,
DEMANDS
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174. For market opportunities, Size
and Segment the market
COMPANY
IF GAP
EXISTS…
COMPETITION
PROFITS
MARKET
SHARE
MKT SIZE , SEGMENT
REPEAT SALES
CUSTOMER
NEEDS,
WANTS,
DEMANDS
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175. Select & profile your primary
target market
COMPANY
PROFITS
IF GAP
EXISTS…
COMPETITION
MARKET
SHARE
TARGET
market
MKT SIZE , SEGMENT
REPEAT SALES
CUSTOMER
NEEDS,
WANTS,
DEMANDS
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176. Position using the 4Ps
COMPANY
PROFITS
IF GAP
EXISTS…
COMPETITION
MARKET
SHARE
TARGET
market
POSITION USING 4Ps:
Price, Promo, Place,
Product
MKT SIZE , SEGMENT
REPEAT SALES
CUSTOMER
NEEDS,
WANTS,
DEMANDS
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177. When communicating, transform
features to BENEFITS
COMPANY
PROFITS
IF GAP
EXISTS…
COMPETITION
MARKET
SHARE
TARGET
market
POSITION USING 4Ps:
Price, Promo, Place,
Product
MKT SIZE , SEGMENT
TRANSFORM
Features to
Benefits
REPEAT SALES
CUSTOMER
NEEDS,
WANTS,
DEMANDS
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178. 5 COMPANY
CONSIDERATIONS
when evaluating
opportunities
For opportunities, consider 5
Company factors: vision, mission,
goals, portfolio, strategies &tactics
COMPANY
PROFITS
IF GAP
EXISTS…
COMPETITION
MARKET
SHARE
TARGET
market
Vision
POSITION USING 4Ps:
Price, Promo, Place,
Product
MKT SIZE , SEGMENT
TRANSFORM
Features to
Benefits
REPEAT SALES
CUSTOMER
NEEDS,
WANTS,
DEMANDS
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179. Consider 5 Competition
factors: entry, suppliers,
5 COMPANY
CONSIDERATIONS
when evaluating
opportunities
customer, substitution, reaction
COMPANY
IF GAP
EXISTS…
COMPETITION
WATCH OUT FOR
INDUSTRY FORCES:
Entry
Barriers
PROFITS
MARKET
SHARE
TARGET
market
Vision
POSITION USING 4Ps:
Price, Promo, Place,
Product
MKT SIZE , SEGMENT
TRANSFORM
Features to
Benefits
REPEAT SALES
CUSTOMER
NEEDS,
WANTS,
DEMANDS
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180. SWOT: Strength &
Weakness are within
company control
STRENGTHS and
WEAKNESSES
5 COMPANY
CONSIDERATIONS
when evaluating
opportunities
COMPANY
IF GAP
EXISTS…
COMPETITION
WATCH OUT FOR
INDUSTRY FORCES:
Entry
Barriers
PROFITS
MARKET
SHARE
TARGET
market
Vision
POSITION USING 4Ps:
Price, Promo, Place,
Product
MKT SIZE , SEGMENT
TRANSFORM
Features to
Benefits
REPEAT SALES
CUSTOMER
NEEDS,
WANTS,
DEMANDS
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181. OPPORTUNITIES
and THREATS
STRENGTHS and
WEAKNESSES
5 COMPANY
CONSIDERATIONS
when evaluating
opportunities
COMPANY
PROFITS
IF GAP
EXISTS…
COMPETITION
SWOT:
Entry
Opportunities &
Barriers
Threats are beyond
company control
MARKET
TARGET
market
Vision
POSITION USING 4Ps:
Price, Promo, Place,
Product
SHARE
MKT SIZE , SEGMENT
TRANSFORM
Features to
Benefits
REPEAT SALES
CUSTOMER
NEEDS,
WANTS,
DEMANDS
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WATCH OUT FOR
INDUSTRY FORCES:

182. OPPORTUNITIES
and THREATS
STRENGTHS and
WEAKNESSES
5 COMPANY
CONSIDERATIONS
when evaluating
opportunities
COMPANY
PROFITS
IF GAP
EXISTS…
Bottomline,
there are only
Entry
4 winning strategies:
Barriers
low cost, leverage,
MARKET
differentiate & niche
COMPETITION
TARGET
market
Vision
POSITION USING 4Ps:
Price, Promo, Place,
Product
WATCH OUT FOR
INDUSTRY FORCES:
SHARE
MKT SIZE , SEGMENT
TRANSFORM
Features to
Benefits
4 GENERIC WINNING
STRATEGIES LIKE:
Niche
REPEAT SALES
CUSTOMER
NEEDS,
WANTS,
DEMANDS
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183. OPPORTUNITIES
and THREATS
STRENGTHS and
WEAKNESSES
5 COMPANY
CONSIDERATIONS
when evaluating
opportunities
COMPANY
IF GAP
EXISTS…
COMPETITION
WATCH OUT FOR
INDUSTRY FORCES:
Entry
Barriers
PROFITS
Vision
I LOVE MARKETING MODEL
TARGET
market
POSITION USING 4Ps:
Price, Promo, Place,
Product
MKT SIZE , SEGMENT
TRANSFORM
Features to
Benefits
MARKET
SHARE
4 GENERIC WINNING
STRATEGIES LIKE:
Niche
REPEAT SALES
CUSTOMER
NEEDS,
WANTS,
DEMANDS
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184. What did we Tell & Love?
1.
2.
3.
4.
Why Models?
Why Images?
Marketing 101 concepts
All concepts in 1 visual framework
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185. 1.
2.
3.
4.
Why
What
What it is Not
How
For State Universities & Colleges
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186. 1. Why?
Because Everything is Marketed
And benefits from Marketing!
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187. 2. What?
Your Extension Programs
Which Aim
to Improve Quality of Life
And Make Communities Better
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188. 3. What
Is Not
Social Media
Hopeless or a a Lost Cause
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189. 4. How?
Use of Marketing Principles
While Driven by Vision to Serve
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190. 5 Immutable Laws
of Social Marketing
Of Extension Services
For State Universities and Colleges
Imagined By
Vcoach Bong De Ungria
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191. 1 Law of Nature
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192. 2Law of Perspective
3Law of Farm (Time)
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193. 4Law of Daily Judgment
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194. 5 Inspire action with a good
and credible story
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195. I
LOVE
MODEL
(A Visual, Interactive Technique
To Master Social Marketing 101
For State Universities & Colleges)
Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM
Ateneo Graduate School of Business
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2014 Edition