Tips y estrategias de marketing en tiempos de crisis económica o recesión
EOI - Estrategias en Tiempos de Crisis
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Transcript of EOI - Estrategias en Tiempos de Crisis
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Antonio Fontanini 1
CRISIS MANAGEMENTIN THE IMAGINATION SOCIETY
Antonio Fontanini 24 Noviembre 2009
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Antonio Fontanini 2Antonio Fontanini
– 50 años, Italiano
– Doctor (Cum Laude) en Informatica (Matemáticas y Física) Universidad de
Pisa, Italia
– Postgrados: Mktg, Rel. Int., MBA (Elea, JHU, Cilea)
– Executive Education: University of Chicago Booth Business School (2008)
– Executive Education: Instituto de Empresa (2008)
– Member of Simposiums about "Globalization", Harvard University, (2009)
– Skype/Yahoo Mesenger/Google Talk: antoniofontanini
Experiencia profesional/docente
Actual (3.0)
– Presidente de Erasmus Equities (Venture Capital, Hong Kong)
– Presidente de Informalia Consulting (Strategist Boutique)
– Consejero de Fonytel (Business Development)
– Consejero de Planet Capital (Holland)
– Director y Profesor Asociado, EOI: Masters en “Mktg y gestión com.” en
Perú, Venezuela y Tical y CME en México
– Profesor Asociado y Coach: IE Business School, Esade.
1989-2001 (2.0)
VP & Director General Amper, International Division
1986-1989 (1.0)
Director General Mktg Olivetti Systems & Networks
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Antonio Fontanini 3
Agenda
Vivimos tiempos duros
Vivimos tiempos apasionantes
10 Consejos para dirigir en crisis
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Antonio Fontanini 4
10 consejosGlobalizateInvierte en medios digitales
Engancha a tus clientes: experienciasCrea un gran equipo
Preocúpate por tu genteImpulsa la toma de riesgosConoce tus números y mide, mide, midePiensa Diferente
Invierte en InnovaciónCuida a tus clientes.
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Antonio Fontanini 5
Agenda
Vivimos tiempos duros
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Antonio Fontanini 6
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Antonio Fontanini 7
THE 26 CORE GLOBAL RISKS
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Antonio Fontanini 8
SOCIAL NET OF GLOBAL RISKS
Note: The sizes of the nodes in the social networking diagram indicate the assessment of the risk itself. The thickness of lines represent strength of correlation, while proximity of the nodes represents similarity of correlations. Source: Witold Henisz, Associate Professor of Management, The Wharton School, University of Pennsylvania, USA, based on
expert assessments of correlation (October 2007).
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Antonio Fontanini 9
GLOBAL CRISIS FOOD PRICES DEMOGRAPHY THE “DECLINE” OF THE US THE MIDDLE EAST ENERGY THE ENVIRONMENT THE UNFORSEABLE
8 CORE GEOPOLITICAL RISKS
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Antonio Fontanini 10
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Antonio Fontanini 11FOOD PRICES
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Antonio Fontanini 12
GERMANY AND JAPAN: FISCAL CRISIS
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Antonio Fontanini 13
IN 2002HOW MANY AMERICANS IN TOP 10?
9IN 2008HOW MANY AMERICANSIN TOP 10?
2
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Antonio Fontanini 14
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Antonio Fontanini 15
US CURRENT ACCOUNT DEFICIT
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Antonio Fontanini 16
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Antonio Fontanini 17
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Antonio Fontanini 18
THE END OF THE UP ESCALATOR
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Antonio Fontanini 19
REUTERS/Jim Young
US HOPE
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Antonio Fontanini 20
THE “HEART” OF GLOBAL TERROR
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Antonio Fontanini 21
AFGHANISTAN
HAMID KARZAI
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Antonio Fontanini 22
PML PARTY LEADER ACTUAL PRESIDENT (PPP)
NAWAZ SHARIFF ASAF ALI ZARDARI
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Antonio Fontanini 23
PRIME MINISTER NURI AL MALIKI
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Antonio Fontanini 24
AYATOLLAH ALI KHAMENÉI
P 1981-89
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Antonio Fontanini 25
IRAN’S NUCLEAR REACTOR
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Antonio Fontanini 26
THE STRAIT OF HORMUZ
40% OF WORLD OIL IS CARRIED BY THE STRAIT
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Antonio Fontanini 27
ISRAEL CONTROLS THE WEST BANK
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Antonio Fontanini 28
OIL: DISCOVERY AND PRODUCTION
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Antonio Fontanini 29
“THE INCREASE IN CHINA ENERGY DEMAND
BETWEEN 2002 AND 2005 WAS EQUIVALENT TO
JAPAN´S CURRENT ANNUAL ENERGY USE”
NOVEMBER 13TH, 2007
CHINA ENERGY DEMAND
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Antonio Fontanini 30
HIGHEST CAR OWNERSHIP, 2007
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Antonio Fontanini 31
LOWEST CAR OWNERSHIP
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Antonio Fontanini 32
ENVIRONMENTAL DOOMSDAY
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Antonio Fontanini 33
THE UNFORSEABLE
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Antonio Fontanini 34
THE UNFORSEABLE
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Antonio Fontanini 35
Agenda
Vivimos tiempos duros
Vivimos tiemposapasionantes
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Antonio Fontanini 36
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Antonio Fontanini 37
http://www.youtube.com/watch?v=tEGHJuCbGdo
BRANDS IN SECOND LIFE
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Antonio Fontanini 38
http://www.ted.com/talks/pattie_maes_demos_the_sixth
_sense.html
THE SIXT SENSE: PATTIE MAES EN TED.COM
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Antonio Fontanini 39
Imagination Society
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Antonio Fontanini 40
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Antonio Fontanini 41
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Antonio Fontanini 42
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Antonio Fontanini 43
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Antonio Fontanini 46
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Antonio Fontanini 47
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Antonio Fontanini 49
Larry Lessig
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Antonio Fontanini 50
Comunidades
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Antonio Fontanini 51
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Antonio Fontanini 52
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Antonio Fontanini 53THE IMAGINATION SOCIETY
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Antonio Fontanini 54THE IMAGINATION SOCIETY
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Antonio Fontanini 55
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Antonio Fontanini 56
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Antonio Fontanini 57
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Antonio Fontanini 59
CROWDSOURCING ADV
¿Who did produce the DORITOS last golden
minute ad of the SuperBowl
2007?
http://www.youtube.com/watch?v=3YJbbA_4TfQ
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Antonio Fontanini 60
CROWDSOURCING ADV
A couple of Doritos
consumers, selected among
1000 spots in the Internet
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Antonio Fontanini 61
Ubicuos Society
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Antonio Fontanini 65
Mobile2.0 Conference
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Antonio Fontanini 66
GOOGLE ANDROID G1
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Antonio Fontanini 69
Marketing Móvil: Códigos BIDI
DIGITAL MARKETING TOOLS
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Antonio Fontanini 70
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Antonio Fontanini 72
http://www.youtube.com/watch?v=oBaiKsYUdvg
MINORITY REPORT
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Antonio Fontanini 76
E-commerce/Nuevos Medios de Marketing –
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Antonio Fontanini 77
E-commerce/Nuevos Medios de Marketing –
US ADV AND MKTG SHARE 02-12
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Antonio Fontanini 79
E-commerce/Nuevos Medios de Marketing –
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Antonio Fontanini 80
Hulu
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Antonio Fontanini 81
E-commerce/Nuevos Medios de Marketing –
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Antonio Fontanini 82
Thomas L. Friedman
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Antonio Fontanini 83
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Antonio Fontanini 84
Globalización 1.0
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Antonio Fontanini 86
Globalización 2.0
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Antonio Fontanini 87
1750 Revolución Industrial
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Antonio Fontanini 88
Globalización 3.0
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Antonio Fontanini 89
GLOBAL ECONOMY
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Antonio Fontanini 90
Crisis Management
UNO Globalizate
BRICSLATINO AMERICAEUROPA DEL ESTE En tiempos de crisis hay lasmejores oportunidadesEbay, Amazon.com, Google, ..India, Irlanda, ... nacieron en la burbuja .com
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Antonio Fontanini 91
BRICS IN 2008 PURCHASING POWER PARITY
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Antonio Fontanini 92
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Antonio Fontanini 94
El nuevo consumo de medios…
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Antonio Fontanini 95
1. NESTLE KIT KAT NEW RECIPE
2. CARS: THE NEW FIAT 500
3. FAGOR PIROLISIS
4. VW AND BOURNE: PRODUCT PLACEMENT +
5. DESALIA: RON BARCELO WISH WORLD
6. ACCENTURE LOOKS FOR NEW CVS
7. AXE3 AND ITS CANNES GRAND PRIX
8. MAHOU AND SPAIN FOOTBALL ARMADA CONQUER E
9. FIGHT FOR KISSES BY WILKINSON
10. RELAX AND ENJOY WITH CAJAMADRID
11. COCA-COLA DREAMS FACTORY
BLENDED MKTG CAMPAIGNS
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Antonio Fontanini 96
Campaña blended premiada en Cannes
Campañas Blended
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Antonio Fontanini 97
UNILEVER GOT THE GRAN PRIX TO THE BEST INTEGRATED CAMPAIGN FOR ITS AXE3 “CHOQUES” SPOTCOMBINING TWO SPRAY FRAGRANCES (AND TWO WOMEN)
AXE3 CAME AS A PACK WITH 2 FRAGRANCIES FOR 10 DAYS ONLY AFTER THE CAMPAIGN
IN THE STREET BY THE MOBILE AND IN THE WEB SITE: PEOPLE HAVE TO VOTE ABOUT THE IDEAL MIX
INCREASE OF 50% IN SALES
7. AXE 3 CANNES AD GRAND PRIX
http://www.youtube.com/watch?v=2mQx9gzl05Y
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Antonio Fontanini 98
AXE3 ADV
http://www.youtube.com/watch?v=2mQx9gzl05Y
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Antonio Fontanini 99
CAMPAIGN4 TITANIUM BLADES NEW SHAVING KIT LAUNCHSHAVE YOURSELF AND COMPETE WITH YOUR KID SKINMINISITE WITH ENORMOUS VIRAL CONTENTPURCHASE WILKINSON PRODUCTSADVERGAME WHERE FATHER AND SON FIGHT FOR MUM KISSESTHE ADVERGAME TOO HEAVY: YOU MUST DISCHARGE ITBLENDED? NO: ONLY ON-LINERESULTS WERE POOR
http://www.youtube.com/watch?v=LuSBCIV1zuQ
http://www.ffk-wilkinson.com
9. FIGHT FOR KISSES BY WILKINSON
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Antonio Fontanini 100
WILKINSON FIGHT FOR KISSES
http://www.youtube.com/watch?v=LuSBCIV1zuQ
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Antonio Fontanini 101
WOMM MARKETING
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Antonio Fontanini 102
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Antonio Fontanini 103
700 US$M in donations: 3M people
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Antonio Fontanini 104
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Antonio Fontanini 105
“YES, INTERNET COULD”
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Antonio Fontanini 106
BARAK OBAMA AND BUDWEISER“WASSAP 2008 ” CAMPAIGN: 30M downloads in youtube
IN 2000 BUDWEISER LAUNCHED A VIRAL TV SPOT BASED ON A GROUP OF BLACK BUDDIES, HAPPY, LAZY, HAVING
FUN, WATCHING TV AND HAVING A BUDWEISER BEER
IN 2008 AMERICA HAS CHANGED AND SO THE BUDDIES GROUP: IRAK, THE FINANCIAL CRACK, KATRINA, UNEMPLOYEMENT HAS HIT THE US STRONGLY.
CHANGE IS THE WORD THAT COUNTS NOW.THIS VIRAL WAS USED BY OBAMA FINANCIAL
SUPPORTERS TO COLLECT MONEY FROM PEOPLE.
http://www.youtube.com/watch?v=L38wthA4Ld0
http://www.youtube.com/watch?v=Qq8Uc5BFogE
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Antonio Fontanini 107
Blogging as a Business Tool
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Antonio Fontanini 108
What IS a blog?Blogging as a Business Tool
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Antonio Fontanini 109
Blogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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Conversations andhow we monitor them
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Antonio Fontanini 110
70+ Million Weblogs
March 07March 03
Source:http://www.sifry.com/alerts/archives/000493.html
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Antonio Fontanini 111
GLOBAL ECONOMY
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Antonio Fontanini 112
GLOBAL ECONOMY
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Antonio Fontanini 113
GLOBAL ECONOMY
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Antonio Fontanini 114
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Antonio Fontanini 115
Blogging as a Business Tool
Social Media Marketing Seminar...........................................................................................................................................................................................................................................................................................................................................................................................................................
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Antonio Fontanini 116
Blogging as a Business Tool
Social Media Marketing Seminar
United breaks guitars
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Antonio Fontanini 117
http://www.youtube.com/watch?v=5YGc4zOqozo
UNITED BREAKS GUITARS
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Antonio Fontanini 118
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Antonio Fontanini 119
http://www.youtube.com/watch?v=OhBmWxQpedI
DOMINOS PIZZA CRISIS AND RESPONSE
http://www.youtube.com/watch?v=7l6AJ49xNSQ
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Antonio Fontanini 120
GLOBAL ECONOMY
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Antonio Fontanini 121
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Antonio Fontanini 122
GUERRILLA MARKETING
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Antonio Fontanini 123
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Antonio Fontanini 124
MINI
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Antonio Fontanini 125
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Antonio Fontanini 126
DUREX
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Antonio Fontanini 127
Crisis ManagementDOSInvierte en los medios digitalesEl marketing digital tiene EL MEJOR ROINo necesita dinero, sino
creatividad
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Antonio Fontanini 128
Crisis Management
Abre una cuenta de tu empresa en Twitter
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Antonio Fontanini 129
Crisis Management
Abre una cuenta de FANS de tuempresa en
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Antonio Fontanini 130
Abre un Blog corporativo (si puedes)
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Antonio Fontanini 131
Crea un Podcast
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Antonio Fontanini 132
Crea un Webinar
Dimdim, Yugma
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Antonio Fontanini 133
Crea un Stream de Video
Ustream
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Antonio Fontanini 134
Crisis ManagementTRESEngancha a tus clientes con“branding emocional” y dale una
experiencia memorable
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Antonio Fontanini 135
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Antonio Fontanini 136
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Antonio Fontanini 137
http://www.youtube.com/watch?v=fC3zgqgLdXM
HELLMANN: COMPLEJO DE EDIPO
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Antonio Fontanini 138
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Antonio Fontanini 139
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Antonio Fontanini 140THE IMAGINATION SOCIETY
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Antonio Fontanini 141
CONSUMERING (*)
STRATEGIESINTENSIVE IN EXPERIENCES
ABERCROMBIE & FITCHAPPLENESPRESSOTHE SAMSUNG CONCEPTNIKE-ID-STUDIO
(*) by Javier Rovira
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Antonio Fontanini 142
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Antonio Fontanini 143
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Antonio Fontanini 144
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Antonio Fontanini 145
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Antonio Fontanini 146
http://www.youtube.com/watch?v=Ax1Z6lRgTDg
NESPRESSO: WHAT ELSE?
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Antonio Fontanini 147
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Antonio Fontanini 148
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Antonio Fontanini 149
GLOBAL ECONOMY
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Antonio Fontanini 150
Crisis ManagementCUATROPreocupate por crear un granEquipo: “La estrategia Tiffany”
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Antonio Fontanini 151
DIVERSITY
MULTI-CULTURAL
MULTI-SECTORS
EMPOWERED
TAKING RISKS
The best team
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Antonio Fontanini 152
Interdisciplinary experiences
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Antonio Fontanini 153
Taking decisions: avoid silos
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Antonio Fontanini 154
Multi-Sectors
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Antonio Fontanini 155
Team work
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Antonio Fontanini 156
EMPOWERMENT
Strategic uncertainties
Critical performance
variables
Core values Risks to be avoided
Businessstrategy
Beliefs systems Boundary systems
Interactive control systems Diagnostic control systems
1
4
2
3
Staking out the territory
Getting the job done
Getting Commitment on big goals
Positioning for tomorrow
Internal controls
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Antonio Fontanini 157
Explore Break-through businesses
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Antonio Fontanini 158
GENETICALLY MODIFIED SEEDSCARBON CREDITS TRADING (KYOTO)
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Antonio Fontanini 159
Explore the long tail
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Antonio Fontanini 160
Crisis ManagementCINCOPreocupate por tu gente“Marketing Interno”
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Antonio Fontanini 161
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Antonio Fontanini 162
Our People are our strategy
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Antonio Fontanini 163
There is a story beyond any person
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Antonio Fontanini 164
Execute Leadership
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Antonio Fontanini 165
BRANDson
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Antonio Fontanini 166 LEADERS?
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change is the process by which the future invades our lives-> Alvin Toffler
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Crisis ManagementSEISRemueve todos los obstáculos queimpiden a tu gente
Tomar riesgos
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Thomas Watson, IBM story
- A young Manager decided an investment of 100M$ which went wrong;
- He wrote a letter of resignation he handed to Mr. Watson;
- He asked for: “Why do you want to leave? We have just invested 100M$ in your education!”
FAILURE AS A LEARNING TOOL
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La mejor empresa del mundo
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FAIL OFTEN TO SUCCEED SOONER
- Innovative, wild ideas, brainstorming- They hire people who do not listen- Un-limited Experimentation- To develop truly innovative products- Culture around Prototyping: rough, rapid and right (3 R`s)- Enlightened trial and error- Celebrate failure as learning opportunities- Playful atmosphere with flat hierarchies and no fear.
THE IDEO BUSINESS CASE
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Necesitan a un buen fichaje?
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http://www.youtube.com/watch?v=xUFm8CJWJ14
THE BEST JOB IN THE WORLD: MITCHELL CV
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+ 42.000 videos from 201 countries
4,5 million people voted
They generated 6.000 news
Worldwide Media coverage of 80 million USD
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Coaching great managers
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Crisis ManagementSIETEConoce tus números y midelo todo
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Focus on the big picture (business model)
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VALUEPROPOSITION
COSTSTRUCTURE
CUSTOMERRELATIONSHIP
TARGETCUSTOMER
DISTRIBUTIONCHANNEL
VALUECONFIGURATION
CORECAPABILITIES
PARTNERNETWORK
REVENUESTREAMS
INFRASTRUCTURE CUSTOMEROFFER
FINANCE
a business model describes the value an organization offers to various customers and portrays the capabilities and
partners required for creating, marketing, and delivering this value and relationship capital with the goal of generating
profitable and sustainable revenue streams
Business Modelling
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• team management• event management• venue management
• ticketing• VIP relationship
management• video crew
• …
• attractive soccer• 360º event (match,
dining, shopping)• exclusive VIP lounges
• merchandising• renting out stadium
• …
• stadium• POS networks
• club website (+online TV)• club cable TV channel
• mobile phone TV channel• …
• play attractive & win games
• brand management• video images
• channel management
• fans (families, etc.)• fan groups• companies
• event/concert organizers• advertisers
• …
• team & maintenance• infrastructure management
• marketing• video
• Ticket fees & season tickets• online TV subscription revenues
• revenue sharing cable & mobile phone TV• renting out stadium for events
• advertising revenues• merchandising revenues
• food & beverages• ticketing services
• promoters• ad placement
• telecom operator• TV operator
• …
• personalized web profile• newsletter
• team blog (RSS)• VIP events with team
• …
Value Proposition Distribution Channel Target Customer
Customer RelationshipPartner Network
Activity ConfigurationCore Capability
Cost Structure Revenue Model
the big picture
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Use tools to stay focussed
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#1 Financial performance measures the tangible outcomes from the strategy (Revenues, Costs, …).
#2. The customer value proposition defines the source of value (Customer Satisfaction/Loyalty).
#3. Strategic processes create value for customers and shareholders (Quality).
Internal Business Perspective
Financial Perspective
Customer Perspective
SustainedShareholder
Value
Operations Management
Processes
Customer Management
Processes
Innovation Processes
Productivity Revenue Growth
Price Quality Time Function Relation Brand
Product/Service Attributes Relationship Image
Regulatory and Social Processes
Learning & Innovation Perspective
Human Capital
Information Capital
Organization Capital
#4. Aligned intangible assets drive improvement in the strategic processes.
Balanced Scorecard
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Measure, measure, measure, ….
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Guarantee strategic fit
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DOING THE RIGHT THING(EFFECTIVENESS)
AND/OR
DOING THE THING RIGHT(EFFICIENCY)
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Crisis ManagementOCHOPiensa Diferente
“Craziness is doing every day the same thing and expecting a different result”
(Albert Einstein)
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think outside-of-the box
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• compete in existing markets
• beat the competition
• explore existing demand
• make the value/cost trad-off
• align with differentiation OR low cost
• create uncontested markets
• make competition irrelevant
• create & capture new demand
• break value/cost trad-off
• align with differentiation AND low cost
RED OCEAN BLUE OCEAN
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NetJets: Fractional Ownership
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Zopa.com: Peer-to-Peer lending
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Crisis ManagementNUEVEBusca y promueve la
Innovación
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Innovation
business model innovation
product & service innovation
process innovation
technology innovation
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business model innovation
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product & service
innovation
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Antonio Fontanini 201process innovation
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technology innovation
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Crisis Management
DIEZ Cuida a tus ClientesLlama a los antiguosDile a los actuales cuantolos quieresLlama al cliente que acaba de
comprarte y preguntale¿que tal?
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Government, Regulators, Environmentalists
Customers
CustomersCustomers
Partners, Suppliers, Financiers, Trade UnionsEmployees, Shareholders, Internet
(Karma) CustomersCustomer
s
New stakeholders
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Getting stakeholders trust
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GLOBAL ECONOMYTransparency
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http://www.youtube.com/watch?v=iYhCn0jf46U
DOVE EVOLUTION
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personalization
Learn!
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Products custom centered
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MIS PRINCIPIOS SAGRADOS
- Dirigir de acuerdo con mis principios, no por procedimientos- El mercado dicta todo lo que haremos- Creo en la calidad, estrategias y planes competitivos, trabajo en equipo, pago por resultados, responsabilidad ética - Busco gente que resuelva problemas y ayude a sus colegas. Hecho a los intrigantes- Me involucraré en la estrategia, no en su implementación, que es de los ejecutivos- Que me informéis en modo informal, no me escondáis nada.
MANAGEMENT IN ALL TIMES
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MIS PRINCIPIOS SAGRADOS
- Muévanse rápido: si cometemos errores que sean por ser demasiado rápidos y no demasiado lentos- La jerarquía me importa muy poco: reunamos alrededor de las mesas a la gente que ayude en resolver problemas- No me gustan los comités ejecutivos- Si tenemos que competir hay que mejorar nuestros ratios con los de la competencia- Dirigir para el corto Y para el largo plazo - Los clientes y nuestros empleados son lo único que vale.
MANAGEMENT IN ALL TIMES
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DOING WELL BY
DOING GOOD
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PLAYING FOR CHANGE
Connect the Humanity through music by providing resources to musicians and their communities all around the World. They make film series and songs to promote their message and foundation, thanks to its uniqueness and universal values.
- They take something universal and attractive: The Music.- They ask their end-users to perform well-known songs.- They make an outstanding and original product with it.- They use virality and digital media to promote it.- They get a lot of traffic in their web page
http://www.playingforchange.com/
http://www.youtube.com/watch?v=YC-LBpqa9EY
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http://www.youtube.com/watch?v=4xjPODksI08
“One Love” version
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Unlearn
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http://www.youtube.com/watch?v=ljLQYUX0Eik
FORD EXPLORER
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WHAT TO DO TO CHANGE THE WORLD?
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SMILE
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Images, slides, Inspiration, etc.Flickr, YoutubeSlideshare.netBlog de Enrique DansManuel Alonso Coto “Blended Mktg”IE Blog multimediaDr. Ganesh (UCF), Prof. Marvin Zonis (Chicago BSB), Prof. Robert Kaplan (Harvard), Blog de Seth GodinBlog Techcrunch
THANKS
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BIBLIOGRAPHY
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