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ALIGNING
MARKETING OBJECTIVES &
STRATEGIES
TO THE CURRENT
TECHNOLOGICAL LANDSCAPE
ALIGNING
YOUR BUSINESS
TO THE CURRENT
TECHNOLOGICAL LANDSCAPE
but first let’s solve a riddle
who is behind this artwork?
FIBRA awards 2016
FIBRA awards 2016
Yes it’s
Salvador Domingo Felipe Jacinto Dalí i Domènech,
Marqués de Dalí de Pubol
(11 May 1904 – 23 January 1989), known as
Salvador Dalí,
was a prominent Spanish surrealist born in Figueres,
Catalonia, Spain.
and this is his house in Portlligat
that I had the pleasure to visit
the presence of the Michelin’s mascot in Dali’s
house made me curios about this brand
SO WHO IS Michelin?
Michelin
is a tire manufacturer
based in Clermont-Ferrand in the Auvergne
région of France.
It is one of the three largest tire
manufacturers in the world
along with Bridgestone and Goodyear. In
addition to the Michelin brand, it also owns the
BFGoodrich, Kleber, Tigar, Riken, Kormoran
and Uniroyal (in North America) tire brands.
In 1889 two brothers, Édouard Michelin and André
Michelin, ran a rubber factory in Clermont-Ferrand,
France. One day, a cyclist whose pneumatic tire
needed repair turned up at the factory. The tire was
glued to the rim,
and it took over three hours to remove and repair the
tire, which then needed to be left overnight to dry. 
The next day, Édouard Michelin took the repaired
bicycle into the factory yard to test. After only a few
hundred metres, the tire failed. Despite the setback,
Édouard was enthusiastic about the pneumatic tire,
and he and his brother worked on creating their own
version, one that did not need to be glued to the rim.
Michelin was incorporated on 28 May 1889. In 1891
Michelin took out its
first patent for a removable
pneumatic tire
which was used by Charles Terront to win the world's
first long distance cycle race, the 1891Paris–Brest–
Paris.
In 1900 the tire manufacturers André Michelin and
his brother Édouard published the first edition of
a guide for French
motorists.
At the time there were fewer than 3,000 cars
in France, and the Michelin guide was intended to
boost the demand for cars, and thus for car tires.
For the first edition of the Michelin Guide the
brothers had nearly 35,000 copies printed. It was
given away free of charge, and contained useful
information for motorists, including maps,
instructions for repairing and changing tires, and
lists of car mechanics, hotels and petrol stations.
In 1904 the brothers published a similar guide to
Belgium.
In 1926, the guide began to award stars for fine dining establishments. Initially, there was only a
single star awarded. Then, in 1931, the hierarchy of one, two, and three stars was introduced.
Finally, In 1936, the criteria for the starred rankings were published:
* Michelin star: "A very good restaurant in its category"
** Michelin stars: "Excellent cooking, worth a detour"
*** Michelin stars: "Exceptional cuisine, worth a special journey"
product innovation changed the competitive landscape but
marketing innovation changed
consumer behavior
and opened new business revenue pipelines.
and at a first glance
not related
in any
way
Michelin used the tech landscape to
it’s advantage in both product and
marketing development.
They’ve done it because they’ve
changed the game, sustained the
change and at least owned that
change.
today’s advantages
•  is even easier because you can
measure and react in days not in
years;
•  you can be inventive with the
media outlet as well in order to
change the game.
Romania’s advantage
•  many of our society’s next trends
can be seen as a reality in the
west;
•  competitive tech development
prizes with competitive
deliverables.
AMERICAN EXPRESS
SMALL BUSINESS GETS AN OFFICIAL DAY - case study
https://www.youtube.com/watch?v=w1nN5DbDZKw
A Consumers Day on Waze
https://www.youtube.com/watch?v=N7LeNVpX72Y
the main takeout
the main takeout
each year invest a 10 to 20% of your marketing budget in something
bold and courageous that have a strong link to the
CURRENT TECHNOLOGICAL LANDSCAPE
Michelin succeeded
and even when it fails
it makes history
FIBRA awards 2016

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FIBRA awards 2016

  • 1. ALIGNING MARKETING OBJECTIVES & STRATEGIES TO THE CURRENT TECHNOLOGICAL LANDSCAPE
  • 2. ALIGNING YOUR BUSINESS TO THE CURRENT TECHNOLOGICAL LANDSCAPE
  • 3. but first let’s solve a riddle who is behind this artwork?
  • 6. Yes it’s Salvador Domingo Felipe Jacinto Dalí i Domènech, Marqués de Dalí de Pubol (11 May 1904 – 23 January 1989), known as Salvador Dalí, was a prominent Spanish surrealist born in Figueres, Catalonia, Spain.
  • 7. and this is his house in Portlligat that I had the pleasure to visit
  • 8. the presence of the Michelin’s mascot in Dali’s house made me curios about this brand SO WHO IS Michelin?
  • 9. Michelin is a tire manufacturer based in Clermont-Ferrand in the Auvergne région of France. It is one of the three largest tire manufacturers in the world along with Bridgestone and Goodyear. In addition to the Michelin brand, it also owns the BFGoodrich, Kleber, Tigar, Riken, Kormoran and Uniroyal (in North America) tire brands.
  • 10. In 1889 two brothers, Édouard Michelin and André Michelin, ran a rubber factory in Clermont-Ferrand, France. One day, a cyclist whose pneumatic tire needed repair turned up at the factory. The tire was glued to the rim, and it took over three hours to remove and repair the tire, which then needed to be left overnight to dry. 
  • 11. The next day, Édouard Michelin took the repaired bicycle into the factory yard to test. After only a few hundred metres, the tire failed. Despite the setback, Édouard was enthusiastic about the pneumatic tire, and he and his brother worked on creating their own version, one that did not need to be glued to the rim. Michelin was incorporated on 28 May 1889. In 1891 Michelin took out its first patent for a removable pneumatic tire which was used by Charles Terront to win the world's first long distance cycle race, the 1891Paris–Brest– Paris.
  • 12. In 1900 the tire manufacturers André Michelin and his brother Édouard published the first edition of a guide for French motorists. At the time there were fewer than 3,000 cars in France, and the Michelin guide was intended to boost the demand for cars, and thus for car tires. For the first edition of the Michelin Guide the brothers had nearly 35,000 copies printed. It was given away free of charge, and contained useful information for motorists, including maps, instructions for repairing and changing tires, and lists of car mechanics, hotels and petrol stations. In 1904 the brothers published a similar guide to Belgium.
  • 13. In 1926, the guide began to award stars for fine dining establishments. Initially, there was only a single star awarded. Then, in 1931, the hierarchy of one, two, and three stars was introduced. Finally, In 1936, the criteria for the starred rankings were published: * Michelin star: "A very good restaurant in its category" ** Michelin stars: "Excellent cooking, worth a detour" *** Michelin stars: "Exceptional cuisine, worth a special journey"
  • 14. product innovation changed the competitive landscape but marketing innovation changed consumer behavior and opened new business revenue pipelines.
  • 15. and at a first glance not related
  • 17. Michelin used the tech landscape to it’s advantage in both product and marketing development. They’ve done it because they’ve changed the game, sustained the change and at least owned that change.
  • 18. today’s advantages •  is even easier because you can measure and react in days not in years; •  you can be inventive with the media outlet as well in order to change the game.
  • 19. Romania’s advantage •  many of our society’s next trends can be seen as a reality in the west; •  competitive tech development prizes with competitive deliverables.
  • 20. AMERICAN EXPRESS SMALL BUSINESS GETS AN OFFICIAL DAY - case study https://www.youtube.com/watch?v=w1nN5DbDZKw
  • 21. A Consumers Day on Waze https://www.youtube.com/watch?v=N7LeNVpX72Y
  • 23. the main takeout each year invest a 10 to 20% of your marketing budget in something bold and courageous that have a strong link to the CURRENT TECHNOLOGICAL LANDSCAPE
  • 25. and even when it fails it makes history