Exploring geo-marketing as new business marketing tool
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Marcus Evans "Market Intelligence & Consumer Insights" Conference Singapore, November 2010 Exploring geo-marketing as new business marketing tool • Conducting a territorial analysis of potential market opportunities via the components of geo-marketing strategies • Designing marketing activities using GIS (geographic information systems) and data with a geographical context • Analysing the socioeconomic reality with the assistance of cartography, computering and statistics gathered • Using geo-marketing as an instrument to optimise future business decision, advertising campaigns, new stores localisation and customer loyalty
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Exploring geo-marketing as new business marketing tool
- 1. EXPLORING GEO-MARKETING AS NEW BUSINESS MARKETING TOOL Case Study, Concepts, and Debatable Ideas Kenny Ong CNI Holdings Berhad www.myCNI.com.my www.OOBEY.com
- 4. Strategic Segmentation Marketing: Today
- 9. The real goal of Marketing and Branding Understanding our role in the whole scheme of things www.myCNI.com.my www.OOBEY.com
- 10. What is the purpose of Marketing & Branding? Ultimate Objective of Marketing: “ Get more people, to buy more things, more frequently, at higher prices.” Sergio Zyman “ Retention and Loyalty are useless if No Conversion is happening.” www.myCNI.com.my www.OOBEY.com
- 11. What is the purpose of Marketing & Branding? “ Retention and Loyalty are useless if No Conversion is happening.” “ Communication is useless if No Conversion is happening.” www.myCNI.com.my www.OOBEY.com
- 13. Business Model and Strategic Marketing The biggest impact www.myCNI.com.my www.OOBEY.com
- 17. What is the Business Model? USP Market Discipline Profit Model
- 18. Business Model: Profit Model Revenue Cost Margin Cash Flow Assets
- 20. Market Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution) www.myCNI.com.my www.OOBEY.com
- 21. Market Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution)
- 22. Market Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution)
- 24. Alignment & Consistency Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution)
- 25. Alignment & Consistency Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution) HP well-balanced portfolio, mass customization Acer super lean cost structure, aggressive pricing Apple powerful products, premium pricing, limited range Still Doing well in 2009/2010
- 26. Alignment & Consistency: Business Model USP Market Discipline Profit Model
- 27. Introduction to Geo-Marketing Why and How www.myCNI.com.my www.OOBEY.com
- 36. Business Strategy vs. Consumer
- 37. Post Recession Trends and Implications Industry Convergence/ Extinction Social Networking Green & CSR Non-Profit/NGO increase Increased Regulations What do these mean to us?
- 38. Geo-related Trends Back-sourcing Bottom-up Innovation/Disruptions Nationalism and Protectionism Currency Wars Mobile Devices Power re-balancing Mergers, Acquisitions & Divestment Extreme Emerging Countries Lower Middle Class rule BRIC and PIIGS
- 40. Marketing Today
- 48. Side Note: Disruptive Innovation Performance Time *The Innovator’s Solution, Clayton M. Christensen Performance that customers can absorb or utilize Performance of present technology driven by sustaining technological improvements New Performance trajectory
- 51. Side Note: Disruptive Innovation Ability to Diagnose and Treat *Will Disruptive Innovations Transform Healthcare, 19 August 2001, John W. Kenagy, MD General Hospital Inpatient Specialty Hospital Inpatient MD Outpatient Non MD Outpatient Alternative Care
- 53. Geo-Marketing: Mc Donald’s Design
- 56. Geo-Marketing – How? USP (How do I position my organization?) Trends Internal Competitor Customer
- 61. Technology and Geo-Marketing Why it’s possible www.myCNI.com.my www.OOBEY.com
- 68. Find You… Technology Self Targeting Location + Incentive + Call to Action =
- 79. Find Them… Technology Target Location + Incentive + Call to Action = Statistics Database +
- 86. End Notes www.myCNI.com.my www.OOBEY.com
- 87. Alignment & Consistency: Business Model USP Market Discipline Profit Model
- 89. What is the purpose of Marketing & Branding? Ultimate Objective of Marketing: “ Get more people, to buy more things, more frequently, at higher prices.” Sergio Zyman www.myCNI.com.my www.OOBEY.com
- 90. Thank You. soft copy of slides: http://totallyunrelatedrandomanddebatable.blogspot.com/
Hinweis der Redaktion
- COMM = Internal Comm (Sales Marketing) + External Comm (PR Marketing)
- So… the definition for effective COMM for Marketing applies to PR as well! What about CSR? That’s another topic for another time. CNI’s business itself is CSR, in BDP (Entrepreneur Development), Products (Health, Quality, Affordability), and Yayasan (less fortunate) What about Share Price (i.e. Investor Relations)? Secondary. Primary goal of Public Listing was to generate ‘WOM’ excitement for F/L, generate public credibility for Sponsoring.
- If this is not a achieved, PR/Corp Comm has failed its job. Fair? Not fair? Who cares?
- Example of successful customer loyalty strategy focusing on Operational Excellence and Product Leadership while maintaining market standard on Customer Service without indulging in it
- Example: Google USP – Search, Free! Profit Model – Ad revenue MKt Discipline – Operational Excellence Example: Air Asia USP – Budget Profit Model – Lowest Cost, Maximum Seats Mkt Discipline – Operational Excellence
- Example: Google USP – Search, Free! Profit Model – Ad revenue MKt Discipline – Operational Excellence Example: Air Asia USP – Budget Profit Model – Lowest Cost, Maximum Seats Mkt Discipline – Operational Excellence
- How does the Customer define “Great Experience”? - It depends on their own perceptions. Problem is…this differs depending on the Customer! If you are very good in something that the Customer does not value, it will not improve the Experience.
- To Excel – Must be a Leader in ONE of the disciplines but the other two must be at least at industry standard
- OPTION 1
- Exercise: Customer Analysis and Market Discipline Determining your Market Discipline
- Refer to Handout 1: Value Disciplines
- To Excel – Must be a Leader in ONE of the disciplines but the other two must be at least at industry standard
- Example: Google USP – Search, Free! Profit Model – Ad revenue MKt Discipline – Operational Excellence Example: Air Asia USP – Budget Profit Model – Lowest Cost, Maximum Seats Mkt Discipline – Operational Excellence
- Example: Google USP – Search, Free! Profit Model – Ad revenue MKt Discipline – Operational Excellence Example: Air Asia USP – Budget Profit Model – Lowest Cost, Maximum Seats Mkt Discipline – Operational Excellence
- COMM = Internal Comm (Sales Marketing) + External Comm (PR Marketing)