1

Managing a Holistic Marketing Organization for the Long Run

Maria Katherine Villanueva

Top 10 Concepts

Outline: Survival Guide

1. Internal Marketing2. Think Customer!3. Know the Trends4. Firm of Endearment5. CSR

Outline:

6. Socially Responsible Co. 7. Cause Related Marketing8. Choosing a Cause9. Social Marketing10. Marketing Implementation

Concept 1:

Internal Marketing: complex group of activities spread through the organization

Kotler : Hampton Inn Philippines : Ateneo Medical: The Medical City

Market and customer focused

Product and sales driven

Concept 2:

Think Customer

Concept 2:

Think Customer

Kotler: Starbucks

Philippines: TMC, Accenture, BPI Medical: TMC

Concept 3:

Know the trends…

And be ready to capitalize on them.

Kotler: Nokia, Starbucks

Local: Red Mango Medical: St. Luke’s Global City

Concept 4:

Be one of the Firms of Endearment

Culture of Caring and serve the interests of stakeholders

Stakeholders: SPICE Society, Partners, InvestorsCustomers, Employees

Kotler: Starbucks, Dancing Deer Baking

Local: Ayala, Petron, Meralco

Medical: Medical City

Concept 4:

Be one of the Firms of Endearment

Each org. member should observe relevant laws.

Code of ethics, Company tradition Social Conscience

Concept 5:

CSR: proper legal, ethical, and social resp. behavior.

CSR: proper legal, ethical, and social resp. behavior.

Kotler: Microsoft

Local: Ayala, ETV (AbsCbn)

MD: St. Luke’s charity ward

Concept 6:

Socially Responsible Co.: most likely to succeed

Innovate solutions and values in a socially responsible way.

Kotler: Newman’s Own Local:

Phylogen Biofuels (Philippines), Inc. Medical: PGH

Concept 8:

CSR + Marketing = Cause-Related Marketing

Cause Related Marketing

Kotler: British Airways and Change for Good, Livestrong

Local: SM My Own Bag Medical: Belo Medical Group

Firm Customer Cause

Concept 8:

Choosing a Cause – greater impact

Kotler: Breast Cancer Cause – Several companies “Orphan Causes”: Overlooked Disease (i.e.

Gillette for Prostate Cancer) Local: Ayala (envi., entrepreneurship,

education) MD: Belo Med Group and Burn Patients

Concept 9:

Social Marketing by NGOS or gov’t furthers a cause.

Kotler: Boys and Girls Club Local: Kaya Natin To! - Ramos Medical: “Yosi Kadiri” by DOH

Concept 10:

Marketing implementation: plans to actions

The great marketing company – great for what it does

Good working relationships within Good brand name and image Incentives for right behavior Positioning Flexible Customer Satisfaction and Loyalty

Concept 10:

Marketing implementation: plans to actions

Kotler: Rydex Investments Local: Ayala MD: The Medical City

Outline: Holistic Marketing for the Long Run

1. Internal Marketing2. Think Customer!3. Know the Trends4. Firm of Endearment5. CSR

Outline:

6. Socially Responsible Co. 7. Cause Related Marketing8. Choosing a Cause9. Social Marketing10. Marketing Implementation

Conclusion

The Future in Marketing: More holistic, less departmental

Social Responsibility

21

Managing a Holistic Marketing Organization for the Long Run

Maria Katherine Villanueva

Top 10 Concepts