A Value driven Marketing concept developed by Philip Kotler

1. Marketing 3.0

2. 1. The age of participation and collaborative marketing 2/44

3. Comparison of marketing 1.0, 2.0 and 3.0 Marketing 1.0 Product-centric Marketing Marketing 2.0 Consumer-oriented Marketing Marketing 3.0 Values-driven Marketing Objective Sell products Satisfy and retain the consumers Make the world a better place Enabling forces Industrial Revolution Information technology New wave technology How companies see the market Mass buyers with physical needs Smarter consumer with mind and heart Whole human with mind. heart, and spirit Key marketing concept Product development Differentiation Values Company marketing guidelines Product specification Corporate and product positioning Corporate mission, vision, and values Value propositions Functional Functional and emotional Functional, emotional, and spiritual Interaction with consumers One-to-many transaction Functional and emotional Many-to-many collaboration 3/44

4. 2. Expressive Social Media 3. Collaborative Social Media 4. The age of globalization paradox and cultural marketing 5. The age of creative society and human spirit marketing 4/44

5. Marketing 3.0: Collaborative, Cultural, and spiritual The Age of Participation and collaborative Marketing The Age of Globalization Paradox and cultural Marketing The Age of Creative Society and Human Spirit Marketing Technology Market Political legal Socio culture Economy 5/44

6. Building Blocks of Marketing 3.0 Building Blocks Why? What to Offer Content Collaborative Marketing Content Cultural Marketing How to offer Spiritual Marketing The Age of Participation (the Stimulus) The Age of Globalization Paradox (the Problem) The Age of Creativity (the Solution) 6/44

7. The Evolution of marketing Concepts Postwar Soaring Turbulent Uncertain One-to-One Financially-Driven 1950s 1960s 1970s 1980s 1990s 2000s 7/44

10. The future of marketing : Horizontal not vertical The Disciplines of Marketing Product Management Customer Management Brand Management Today’s Marketing Concept The Four Ps (product,price ,place,promotion) STP (segmentation, targeting,and positioning) Brand building Future Marketing Concept Cocreation Communitization Character building 10/44

13. The 3i Model Brand i ntegrity Brand i dentity Brand i mage Brand Differentiation Positioning 3i 13/44

15. Values-Based Matrix (VBM) Model Deliver SATISFACTION Realize ASPIRATION Practice COMPASSION Profit Ability Return Ability Sustain Ability Be BETTER DIFFERENTIATE Make a DIFFERENCE MISSION (Why) VISION (What) VALUES (How) Mind Heart Spirit 15/44

19. Three Characteristics of a Good Mission Business as Unusual Story that Moves People Consumer Empowerment Creating Spreading Realizing 19/44

22. Creativity Cultural Collaboration Shared Values Common Behavior Shared Values and Common Behavior in Marketing 3.0 Context 22/44

26. MARKETING THE VALUES TO THE CHANNEL PARTNERS 26/44

29. MARKETING THE VISION TO THE SHAREHOLDERS 29/44

32. Three stages of addressing social issues in marketing Philanthopy Cause Marketing Socio-Culture Transformation Higher Business Model Alignment Lower Cost, Higher Impact Cultural Spectrum Creativity Spectrum Self-Actualization Basic Needs Vertical Company Empowered Horizontal Consumer Empowered 32/44

36. MARKETING FOR POVERTY ALLEVIATION The Marketing Model of an SBE No 1 Segmentation Bottom of the Pyramid 2 Targeting High volume communities 3 Positioning Social business enterprise 4 Differentiation Social entrepreneurship 5 Marketing Mix  Product Products not Currently Accessible for low-income Customer  Price Affordable  Promotion Word-of-Mouth  Place Community Distribution 6 Selling Sales Force of Social Entrepreneurs 7 Brand Iconic 8 Service No-Frills 9 Process Low-Cost Elements of Marketing Social Business Enterprise Business Model 36/44

39. Motivations of Different Actors Innovator Propagator Investor Enable Promoter Amplifier  Natural resources dependence  Current exposure to regulation  Increasing potential for regulation  Competitive market for talent  Low market power in highly competitive market  Good environmental track records  High brand exposure  Big environmental impact 39/44

40. 2. Targeting Communities for Green Marketing Collaboration of Different Actors Niche Mass Promotion Producing Innovator Propagator Investor Initiate the buzz of green products by targeting a niche market of trendsetters Create critical mass by marketing green products the new standard in the mainstream market Create specialty product for a niche market Create fully commercialized product for mass market 40/44

41. 3. Summary: Green innovation for sustainability 41/44

44. The End.