Presentation for the Russian Institute of Marketing in 2008

2. Company
Brand
TRIALOGUE
Customer Customer

3. Education Occupational Experience
 Master of Law: University of Utrecht  Fruit Growing Assistant
 ISW: Marketing Assistant + Marketing
Manager  Sales Representative - Roussel + 3M
 NIMA: A + B  Product Manager - 3M + Wyeth
 Chartered Institute of Marketing (UK)  European Marketing Manager - Elsevier
: Diploma in Marketing + Chartered Science Publishers
Marketer
 Master of Business Administration -  Lecturer / Author/ Interim Manager
Edinburgh Business School, Heriot- Entrepreneur /
Watt University (UK)
Mission :
To be a services provider, of enjoyable practical academic marketing experiences

4. Program
• C-Themes
• A Russian Problem?
• Two examples of “new” marketing
• Change and the enterprise of the future
• Relevant Developments
• Experience marketing
• Integration in Corporate and Marketing Planning
• Conclusions

8. NRC Handelsblad 4 juni 2008

10. http://www.tonychocolonely.nl/

11. • Tony's Factory wants to make the tastiest chocolate in the
world, chocolate that the whole world can enjoy.
• Most of the people involved in cocoa production do not get much
enjoyment out of their work. Their working conditions are terrible and
they are not paid an honest wage for a good day's work.
•
• In some cases, their working conditions are so bad that the cocoa
workers can be considered slaves according to the definition of slavery
issued by the UN. Many of these cocoa workers are children.
•
• Tony's Factory wants to change this situation. We feel that the people
in the cocoa fields deserve honest wages for their work and our
delicious Tony's Chocolonely chocolate is made from cocoa harvested
by people who receive just that, so that they can also enjoy chocolate.

12. Llink Online aflevering over Ivoorkust. Llink Warzone wist als eerste tv-ploeg unieke beelden van en interviews
met kinderslaven op cacaoplantages te maken.
• BBC News Kuna mensen uit Panama drinken veel cacaodrank en dat houdt ze gezond.
• Wikipedia Cacao Achtergrond informatie over cacao
• Max Havelaar Max Havelaar
• pastisseria Chocolademuseum in Barcelona
• choco-story Chocolademuseum in België.
• De Chocoladefabriek Deze chocoladefabriek zal in de tweede helft van 2009 in Amsterdam haar deuren openen.
• gezondheidsnet Artikel over het positieve effect dat chocolade op de hersenen heeft.
• www.food-info.net Wetenswaar achtergronddossier over chocolade op site van Universiteit Wageningen.
• ncsu.edu Teacher Menu for Chocolate Activities.
• Handleiding voor leraren Handleiding voor leraren die het onderwerp 'slavernij in de cacao-industrie' in hun
lespakket willen opnemen.
• Not for sale campaign Amerikaanse campagne tegen slavernij.
• Unicef Unicef, de Kinderrechtenorganisatie van de Verenigde Naties.
• vision.ucsd.edu Stop Chocolate Slavery.
• globalexchange Zeer uitgebreide site over kindslaven in de cacao-industrie met allerlei links naar rapporten
artikelen en akties.

14. • Nearly one in nine employees in London's banking, finance and insurance sector is
gay, according to an article in the Telegraph, and such consumers typically enjoy significantly
higher salaries than their heterosexual counterparts. Little wonder, then, that one of London's
major banks has implemented a new banking service targeted specifically at the city's
homosexuals.
• Just launched this summer, Credit Suisse's new service is provided by advisors at the bank who
are themselves openly gay, the Telegraph reported, and includes not just traditional banking
offerings but also components tailored to such events as adoption and civil partnership.
Stephen Connolly, head of the Credit Suisse service, explains: “Clients with us have no need to
explain their lifestyles or—as we know happens in some cases—almost feel the need to justify
the way they choose to live their lives.”
• We've already covered banks for women, and now gay banking—part of what our sister site
trendwatching.com would call the Pink Profits trend—is further proof that catering to
frequently sidelined segments of the population can be undeniably lucrative. Of course, fine
lines separate the notions of "catering to," "segregating" and "discriminating," but given the
size of the demographic segment at issue here, navigating those distinctions could be well
worth the effort!
• Website: www.credit-suisse.co.uk

17. • We have seen more change in the last 10
years than in the previous 90.” –
Ad J. Scheepbouwer, CEO, KPN Telecom
• http://www.ibm.com/ibm/ideasfromibm/us/ceo/20080505/index.shtml

23. • "Marketing is an organizational function and a
set of processes for creating, communicating
and delivering value to customers and for
managing customer relationships in ways that
benefit the organization and its stakeholders."

24. Now and in Future:
-undifferentiated, differentiated, concentrated
-low cost, differentiation, focus (Porter)
-market penetration and market development
(Ansoff)
-Push and Pull
- Existing customers (relationship m. 80/20
rule, customer life time value CLTV) and
prospects (warm leads)
- Compatibility management in services
based on CLTV
Building customer love Bell
(2002)
•Enlistment
•Engagement
•Enlightment
•Entrustmnet
•Empowerment
•ENCHANTMENT
•Endearmenet (generosity)
•Basis of all is information. Build
and manage databases
Customer Information Database

27. Marco
• Conflits, Crises, Chaos. Increasing Importance of Company Reputation
• Currency Fluctuations
Industry
• Continuous Competition, and Innovation
• Can not be predicted
• Copy(rights) and Technology. CSR and Sustainability
Consumers
The challenge for marketers is to understand consumers in a much more complex environment rather
than a simple two or three-dimensional customer model: customers who will use different devices for
different transactions at different times of the day
Marketing (communications)
• Connectivity, Trialogue Content contribution (web 2.0)
• controlless communications
• Critical Consumers, Customer advocacy
TRIALOGUE

28. PEOPLE, PROFIT, PLANET
A concept whereby companies integrate social and environmental concerns in their
business operations and in their interaction with their stakeholders on a voluntary basis.
Commission Green Paper 2001 “Promoting a European Framework for Corporate Social
Responsibility”, COM(2001)366 Final) http://europa.eu.int/comm/enterprise/csr/index_en.htm

29. There is only one Mother Earth, and we need
to take steps in order to preserve her for
future generations.

30. Sustainability is often defined as a balance of the three E's:
the environment, the economy, and social equity.

31. • Respecting the environment can contribute to economic growth and
should be seen as an opportunity rather than a threat. That is the
message of the European Commission’s new communication on a
sustainable industrial policy. Using natural resources more
efficiently, and placing eco-friendly production at the heart of the
European economy can do nothing but boost its competitiveness.
• http://ec.europa.eu/enterprise/e_i/news/article_7065_en.htm
16.09/2008
Examples of actions
• European Commission’s sustainable industrial policy communication
• The EU’s Ecodesign Directive, adopted in 2005
• the existing Ecolabel scheme
• the Competitiveness and Innovation Framework Programme (CIP) to support the
introduction of new environmentally friendly technologies and processes,

33. http://www.environmentalleader.com/2007/07/23/green-vodka-hits-market/

35. • Reputation is the result of actions and
communications on 6 dimensions.
• It forms the trust, admiration, good feeling and
overall esteem people have for an organization.
• Organisations need to understand expectations
and manage interactions to influence the
perception of stakeholders .
• Creates the “Company behind the brand”
Source: Kasper Nielsen and Nicolas Trad, Managing Partners of the Reputation Institute, The Summer 2008
Reputation Institute Newsletter. Visit reputationinstitute.com/about/news to read the latest on RI News.

37. • is centred on co-creation of trust, respect and admiration
through online and offline interactions based on
expectations with the stakeholders
• Companies need to change form closed to open and
engage with all stakeholders in a dialogue.
• Companies need to listen (receive) instead of talking (send)
• Companies should trust instead of being skeptical,
• Companies should empower employees to represent the
organization (off line and online) because they are the
ambassadors that stakeholders tend to believe best
Source: Kasper Nielsen and Nicolas Trad, Managing Partners of the Reputation Institute, The Summer 2008
Reputation Institute Newsletter. Visit reputationinstitute.com/about/news to read the latest on RI News.

38. • On June 5th 2008 the Reputation Institute (RI) of
New York announced the results of its Global
Pulse 2008. These results are based on a survey
measuring consumer perception of the worlds’
largest corporations. Toyota Motors led the pack
and was followed by Google, Ikea, Ferrero and
Johnson & Johnson. “
* The Global Pulse 2008 study measures the overall respect, trust, esteem, admiration and
good feelings consumers hold towards the largest 600 companies in the world.
http://www.reputationinstitute.com/advisory-services/global-pulse

41. Experiences in Marketing
to create (more) value*
Value = Benefits/Price

42. Experiences in Marketing
to create (more) value*
•Non monetary benefits are time and effort savings
•Emotional benefits are in the (offline and online) experience and
extras such as information, links etc

46. EXAMPLE Sensory cinema
The first scented cinema adverts could be sniffed in the UK
after Nivea trialled them in Germany.
The scent of the skincare product was piped via air-
conditioning vents in cinemas, increasing brand awareness
by 500 per cent among the audience.
IDEAS?

50. How many opportunities are being missed because old-
fashioned marketers still assume they know everything
there is to know about knowing their customers?
The “real-time” organisation strives to be available to its
customers “all the time” and its marketers must expand
their toolkit of sensors . . .
 Success is down to a new model: to operate more on a
see, sense and respond basis.

51. Doing Thinking
First First
Sensing Seeing
First Strategy
First
Development

53. CSR Sustainability Web 2.0 Globalisation Innovation
Mission Web transparency means reputation and dialogue driven. Shared intense emotions; sincerity
. Bow for customers and society.
Vision Social responssibility and sustainability driven
Reputation Decisive for marketing success, link to brands. Reputation Management!!!
Objectives People, Profit by share of customer, Planet, Reputation , Compliance and Sincerity
Strategies Customer-marketing-corporate. Totally bottom up . From “company to customer “ to “from
customer to company “ Supply chain becomes demand value chain
Tactics To operate on a see, sense and respond basis. One of the main sources of ideas for new
products and services is sensing customers’ needs in “real time”.
Organisation The “real-time” organisation strives to be available to its customers “all the time” and its
marketers must expand their toolkit of sensors Open, responsive, flexible, customer
management not product.
Summary Stop seller centric, command and control ideology . From finance and control to creating the
foundation for effective marketing . From boss to servant. Companies must break free and
reinvent marketing.

54. Source: P. Drucker, Managing in Turbulent Times, 1980

55. CSR Sustainability Web 2.0 Globalisation Innovation
Objectives Listen, Cooperate, Dialogue, Creating Value together. Resposnible exchange means responsible marketing.
Integrity and emotional authenticity. Integrating online and offline
Target Groups Prosumers with new social values
Comp. Advantage Basis for market presence Consumer No escape Shorter. More
contributes expensive
Positioning Includes or refers to social role and Sincerity control Culture free To have the best
reputation asociations value
Mix Helping individuals manage aspects of their lives better (“solution assembly”) and helping individuals
reaching important personal goals (“Passion Partnership”)
Product Ingredients Design
Place Seller CSR Place desiign
Promotion Less offline , more online and integrated Unique customer proposition including experience,
information,and interaction to realize customer bounding
Price Higher Higher
Margins Lower Lower

56. CSR Sustainability Web 2.0 Globalisation Innovation
Objectives Mix results from a network structure e.g. outsourcing to China. Strategies based on network
management objectives instead of mix management. Less controllable mix
Mix New product development and adjustments by network and by consumers
product Experience offered by a socially repsonsible company . Heart and Mind.
Brand becomes a trialogue facilitator and on l,ine brnading an interactive exeperience
place Socially responsible supply chaIn
price From cost based to customer , one-to-one priricing
promotion Digital Trialogue. Blogs, Social Networks, Communities, Forums, Content Aggregators
-message Authentic and interactive. Linked to reputation and csr/sustainability
-media More digital. Of line and on line experiences.
-monitoring Net jury controls by social Direct digital input c onsumers
networks
TRAILOGUE see http://www.wnim.com/archive/issue67/index.htm

60. Маркетинг
делает меня
счастливой