Genius Marketing 2/4 : THINK DIFFERENT
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Genius Marketing Peter Fisk The 21st Century Toolkit genius works Dubai, May 2011
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Part 2 of Peter Fisk's masterclass at LBFME in Dubai on 24 May 2011
Transcript of Genius Marketing 2/4 : THINK DIFFERENT
Genius Marketing
Peter Fisk
The 21st Century Toolkit
genius works
Dubai, May 2011
World changing
Game changing
genius works
Seeing things differently
Thinking different things
The 21st Century
Toolkit
Bold, brave
and brilliant
Seeing things differently
Thinking different things genius
works
genius works
GYAKuSOU JAPAN
genius works
GYAKuSOU JAPAN
genius works
GYAKuSOU JAPAN
genius works
NIKE GYAKuSOU
genius works
RIGHT BRAIN
LEFT BRAIN
genius works
STEVE JOBS
STEVE WOZNIAK
genius works
$1bn in 4 Years
genius works
STEVE JOBS
JONNY IVE
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HUMAN TECH
genius works
Ipod in 2001
genius works
Itunes in 2003
genius works
Iphone in 2007
genius works
Ipad in 2010
LEFT BRAIN + RIGHT BRAIN
theGeniusWorks.com
genius works
THINKING DIFFERENT
genius works
SAMSUNG’S INSPIRATION
… TAE KUK
genius works
$55BN SALES
genius works
$10BN PROFITS
Coca Cola
genius works
THINKING DIFFERENT
genius works
125 years old
Market strategy
theGeniusWorks.com
Secure competitive advantage
in chosen markets
Create an approach to do this profitably
and in a sustainable way.
Focus resources on the most
attractive markets.
Market Strategy
Where should we compete?
How should we different?
What should we do
to win?
Bulk water
Retail water
Juice drinks Ready-to-drink
tea
Sports drinks
Juices and nectars
Carbonated
Soft-drinks
Ready-to-drink
coffee
The Coca-Cola Company
Other brands
Bubble size reflects estimated
global beverage profits
Industry unit margins ($)
5 y
ea
r a
ve
rag
e g
row
th r
ate
genius works
COKE’S MARKET MAP
Juices and
nectars
Mineral
water
RTD
coffee
Purified
water
Fruit
drinks
RTD
tea
Sports
drinks
Energy
drinks
Bulk water Powders
1. Build capability
and accelerate
2. Grow margins
3. Participate selectively
4. Approach differently
5. De-emphasise
Market attractiveness
Str
ate
gic
fit
theGeniusWorks.com genius works
COKE’S MARKET MAP
genius works
Too big
Too AMERICAN
Too BAD
genius works
THE NEW DNA
genius works
THINKING DIFFERENT
genius works
More RELEVANT
MORE EMOTIONAL
genius works
THINKING DIFFERENT
Example 6: developing Coke’s platform for good
genius works
THINKING DIFFERENT
genius works
genius works
genius works
Future back
genius works
Now forward
genius works
genius works
Future back
Future back
genius works
Now forward
genius works
Future back + NOW FORWARD
theGeniusWorks.com
Future back
genius works
genius works
FUTURE BACK
FUTURE RADAR
genius works
THINKING DIFFERENT
CHANGING MARKETING
OUTSIDE IN + INSIDE OUT
theGeniusWorks.com
genius works
genius works
Creative Genius … the essential innovation
guide for market visionaries, border crossers
and game changers … by Peter Fisk
New ideas, downloads, blog and videos
www.theGeniusWorks.com
Email [email protected]
Twitter @geniusworks
genius works
inno.lab… the accelerated innovation
process, to stretch your thinking, focus
your action, and inspire your people
