Conferência Internacional IPAM c/ Philip Kotler
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Apresentações dos oradores: Philip Kotler, Pedro Guerreiro e Daniel Sá na Conferência Internacional IPAM, realizada em Aveiro no dia 16 de Novembro de 2010.
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Conferência Internacional IPAM c/ Philip Kotler
- 3. as últimas 3 décadas em Portugal dos clientes para os fansdos clientes para os fans novos consumos precisam de um novo marketing
- 4. casamos menos… 80´s 90´s 00´s 68.461 65.776 43.228
- 5. separamos mais… 80´s 90´s 00´s 8.988 12.156 26.110
- 6. vivemos mais tempo… 80´s 90´s 00´s 72,9 75,4 78,9
- 7. temos mais saúde… 80´s 90´s 00´s 254,7 292,6 366,5
- 8. temos mais formação… 80´s 90´s 00´s 18.671 35.939 84.009
- 9. trabalhamos menos horas… 80´s 90´s 00´s 39,1 36,6 35,1
- 10. mas ganhamos mais… 80´s 90´s 00´s 149 493 843
- 11. temos mais polícias… 80´s 90´s 00´s 37.526 42.881 47.444
- 12. mas os crimes subiram… 80´s 90´s 00´s 8.004 8.260 12.294
- 13. somos loucos por concertos… 80´s 90´s 00´s 621 992 11.935
- 14. lemos mais jornais… 80´s 90´s 00´s 378.560 522.682 949.085
- 15. a gasolina passou a ser um luxo… 80´s 90´s 00´s 0,69 0,77 1,39
- 16. produzimos energia verde… 80´s 90´s 00´s 15 28 34
- 17. fazemos mais reciclagem… 80´s 90´s 00´s 0,3 1,1 8,4
- 18. cliente vs fan
- 19. 79% têm intenção de permanecer como clientes
- 20. 54 % e se mudarem? 54 %
- 21. 56 % e se mudarem? 56 %
- 22. 53 % e se mudarem? 53 %
- 23. fazem isto por alguma marca?
- 24. 81% dizem que “vivem” e “respiram” o seu clube
- 25. 87% fazem questão que os outros saibam qual é o seu clube
- 26. 87% dizem que apoiar o seu clube é uma parte importante da sua vida
- 27. 25 Outubro 2008
- 28. trocar de mulher, de casa, de carro, de emprego,...de emprego,... mas nunca de clube...
- 29. porquê?porquê?
- 30. magia
- 33. poupança 5,4% produtos alimentares e bebidas 15,3% álcool e tabaco:2,9% vestuário e calçado: 5,5% lazer, recreação e cultura: 6,9% educação 1,1% restaurantes e hotéis: 10,4% bens e serviços diversos 11,5% como gastamos… calçado: 5,5% habitação, água, electricidade, gás e outros combustíveis 13,5% acessórios e equipamento doméstico 6% saúde 5% transportes 13,6% comunicações 2,9% cultura: 6,9%
- 34. as últimas 3 décadas em Portugal dos clientes para os fans novos consumos precisam de um novo marketing marcas autênticas emoções fortes e bem-estar colaboração com o consumidor relação tecnológica nova geração de marketeers
- 74. MARKETING’S LOSS OF EFFECTIVENESS MARKETING will be less effective in the next few years Marketing budgets will be lower Companies will want marketers to do more with less DISTRIBUTORS TRADITIONAL MEDIA COMPETITION SOCIAL MEDIA NETWORKS PUBLIC DISTRIBUTORS will Traditional media such Categories are so The public, in its wish Social media networksDISTRIBUTORS will demand more TRADE PROMOTION. This will leave less money for marketing research, advertising and consumer promotion for brand building and ultimately reduce brand equity. Investors will then downgrade the stock. This will leave the company with fewer resources to prop up demand. This is a VICIOUS CIRCLE Traditional media such as TV 30-second spots, newspapers, etc., are growing LESS EFFECTIVE Categories are so crowded with competitors that heavy price cutting will be UNAVOIDABLE The public, in its wish to spend less, will be less inclined to pay higher prices for top brands where the quality differences are minimal. There is a strong shift to store brands and sub- brands. This means that top brands are overvalued and there may be a brand bubble. Social media networks will play an increasingly influential role in shaping brand evaluations
- 75. STRATEGIC vs TACTICAL MARKETING Strategic marketing is missing in many marketing departments. Strategic marketing requires taking a 3-5 year view of the business. DownstreamDownstream Marketing Upstream Marketing Markets TODAY’s Product Create TOMORROW’s Product
- 76. MUST MARKETING BE RE-INVENTED? MARKETERS are prisoners of an OLD PARADIGM MARKETERS are operating in a TIME WARP Companies aim to maximize profits Company investors are more important than other stakeholders Don’t acknowledge the growing power of the customers Don’t acknowledge the growing power of the channels and other Customers buy rationally to maximize value Customers get most of their information from sellers and don’t talk to each other about products power of the channels and other stakeholders Don’t acknowledge the new social media world and their growing social responsibilities WE NEED TO….
- 78. MARKETING 1.0 vs MARKETING 2.0 vs MARKETING 3.0 Product-centric Marketing Customer-oriented Marketing Value-driven Marketing Objective Enabling Forces MARKETING 1.0 MARKETING 2.0 MARKETING 3.0 Sell products Satisfy and retain the consumers Make the world a better place Industrial Revolution Information Technology New Wave Technology How companies see the market Key marketing concept Company marketing guidelines Value propositions Interaction with consumers Mass Buyers with Physical Needs Smarter Consumer with Mind and Heart Whole Human with Mind, Heart, and Spirit Product development Differentiation Values Product specification Corporate and Product Positioning Corporate , Vision, Values Functional Functional and Emotional Functional, Emotional, and Spiritual One-to-Many Transaction One-to-One Relationship Many-to-Many Collaboration
- 79. Marketers have Lessening Influence in Shaping Their Brand Image Person-to-person conversations about many products can exceed the amount of communication under the company’s control. Thus a brand can be hijacked. FOUR POSSIBILITIES Everyone is talking negatively about the company There is no talk about the company The talk is a mix of good and bad comments Managers listened to the consumers’ voices to understand their minds and capture market insights Consumers play the key role of creating the value through co- creation of product and service Thus a brand can be hijacked. see Alex Wipperfürth, Brand Hijack: Marketing without Marketing, New York: Portfolio, 2005 comments Virtually all the talk is favorable
- 80. EVOLUTION OF MANAGEMENT THINKING 1950s – 1960s 1970s – 1980s 1990s – 2000s 2010s – 2020s
- 81. THE FUTURE OF MARKETING TODAY’S MARKETING CONCEPT FUTURE MARKETING CONCEPTS PRODUCT MANAGEMENT The Four Ps (Product, Price, Place, Promotion) CO-CREATION THE DISCIPLINES OF MARKETING CUSTOMER MANAGEMENT BRAND MANAGEMENT Promotion) The STP (Segmentation, Targeting, and Positioning) Brand Building COMMUNITIZATION CHARACTER BUILDING
- 82. THE MODEL OF 3i brand integrity The GOOD Outdoor- inspired Footwear and Apparel Company Engaged Citizenship Environmental Stewardship Global Human Rights
- 83. Responsible, Locally involved Fairly Priced Brand 24 hour training of baristas Caring Stock option/ health benefits or baristas Thoughtful ContemporaryCONSUMER TARGET Discerning Coffee Drinker CONSUMER INSIGHT Coffee and the drinking experience is often unsatisfying CONSUMER TAKEAWAY Starbucks gives me the richest possible sensory experience drinking coffee HYPOTHETICAL STARBUCKS BRAND POSITIONING BULLSEYE Brand Mantra Rich, Rewarding Coffee Experience Relaxing, Rewarding moments Reach sensory consumption experience Convenience, Friendly service Varied, exotic coffee drinks Fresh, high quality coffee Totally integrated system Green & Earth Colors Triple Filtrated water Siren logo is often unsatisfying CONSUMER NEED STATE Desire for better coffee and a better consumption experience CONSUMER INSIGHT Local cafes, Fast food & convenience shops drinking coffee
- 84. BRAND JOURNALISM Brand Positioning = Brand Journalism “Marketers should communicate different messages to different market segments at different times, as long as they broadly fit within the basic brand image.” -Larry Light, former McDonald’s CMO- McDonalds is positioned differently in the minds of kids, teens, young adults,McDonalds is positioned differently in the minds of kids, teens, young adults, parents and seniors. It is positioned differently at breakfast, lunch, dinner, snack, weekday, weekend, with kids or on a business trip.
- 85. Deliver SATISFACTION Realize ASPIRATION Practice COMPASSION Mind Heart Spirit Mission (Why) INDIVIDUAL COMPANY Values-Based Matrix Model Deliver SATISFACTION Realize ASPIRATION Practice COMPASSION Mind Heart Spirit Mission (Why) INDIVIDUAL COMPANY ProfitAbility ReturnAbility SustainAbility Be BETTER DIFFERENTIATE Make a DIFFERENCE Vision (What) Values (How) ProfitAbility ReturnAbility SustainAbility Be BETTER DIFFERENTIATE Make a DIFFERENCE Vision (What) Values (How)
- 86. MIND HEART SPIRIT Promoting reusable shopping bags Base of the Pyramid Mission Contributing to the community well –being as well as sustaining and protecting the environment Vision S. C. JOHNSON VALUE-BASED MATRIX For SC Johnson, creating sustainable economic value means helping communities prosper while achieving profitable growth for the company. Sustaining Values: SC Johnson Public Report We believe our fundamental strength lies in our people. Vision To be a world leader in delivering innovative solutions to meet human needs through sustainability principles Values Sustainability We create economic value We strive for environmental health We advance social progress
- 87. ConsumersConsumers EmployeesEmployees Marketing the Mission to… Channel PartnersChannel Partners ShareholdersShareholders
- 88. Companies Americans Love Amazon, Best Buy, BMW, CarMax, Caterpillar, Commerce Bank, Container Store, Costco, eBay, Google, Harley- Davidson, Honda, IDEO, IKEA, JetBlue Johnson & Johnson, Jordan's Furniture, L L Bean, New Balance, Patagonia, Progressive Insurance, REI, Southwest, Starbucks, Timberland, Toyota, Trader Joe's, UPS, Wegmans, Whole Foods. The researchers found these “firms of endearment” to be highly profitable. They also found eight characteristics common to these firms.
- 89. Characteristics of “Firms of Endearment” • They align the interests of all stakeholder groups • Their executive salaries are relatively modest • They operate an open door policy to reach top management • Their employee compensation and benefits are high for the category; their employee training is longer; and their employee turnover is lower • They hire people who are passionate about customers • They view suppliers as true partners who collaborate in improving• They view suppliers as true partners who collaborate in improving productivity and quality and lowering costs • They believe that their corporate culture is their greatest asset and primary source of competitive advantage. • Their marketing costs are much lower than their peers while customer satisfaction and retention is much higher.
- 90. TRACKING SUSTAINABILITY We need indices that measure how well a company performs in the triple bottom line: profit, planet, and people. The AIM: To encourage companies to improve their economic, environmental, and social impact on the society. Company ApproachCompany Approach FTSE4Good Index Good companies as companies that work toward environmental sustainability, have positive relationship with all stakeholders, protect universal human rights, possess good supply chain labor standards, and counter bribery practices
- 91. Timberland Goes Green Timberland is a leader in the design, engineering and marketing of premium- quality footwear, apparel and accessories for outdoor consumers. It believes in “doing well by doing good.” In shoes, Timberland uses recycled materials, non-chemical substances as much as possible, made in energy-saving factories. The label gives consumers information “about the product they are purchasing, including where it was manufactured, how it was produced, and its effect on the environment”. Timberland gives back to communities. Under the Path of Service program, itsTimberland gives back to communities. Under the Path of Service program, its employees have contributed over 200,000 total hours of service that benefited over 200 community organizations in 13 countries, 26 states and 73 cities. To commemorate Earth Day, Timberland plants a tree on behalf of each consumer who spends $150. Timberland has also done such things as offering $3,000 incentives to employees who purchase hybrid cars. Other companies in this category are Patagonia, Whole Foods Market, Fetzer Vineyards, and Herman Miller.
- 92. Marketing 1.0 Marketing 2.0 Marketing 3.0 MIND HEART SPIRIT PRODUCT- CENTERED CUSTOMER- ORIENTED VALUES-DRIVEN ECONOMIC- VALUE PEOPLE-VALUE ENVIRONMENT- VALUE MOVING TOWARD THE MARKETING 3.0 PROFITS SOCIAL PROGRESS SUSTAINABILITY •Where is your company now? •Where do you want it to be? •Why? •What would steps would you take?
- 93. The Challenge • Re-moralize the market • Re-localize the economy• Re-localize the economy • Re-capitalize the poor See Phillip Bond – Red Tory
- 94. “Within five years, if you run your business in the same way as you do now, you’re going to be out of business.” Philip Kotler