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Lateralmkting
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Transcript of Lateralmkting
Lateral Marke*ng
The unavoidable and necessary quest for New and Fresh ideas
Prepared by MBA N. Origgi
Prepared by MBA N. Origgi
Marke*ng environment is not easy as it used to be only 15 years ago. Name same brands of….
Prepared by MBA N. Origgi
Economic crisis: Is it over?
What was the las*ng impact on consumers?
The age of the New Normality
How have the consumers changed?
What are they looking for?
Where are they?
Prepared by MBA N. Origgi
We have a big challenge today
What does it mean to be a marketer in 2011 (New Normality age)?
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Innova*ng in all aspects is the key: however, most of innova*ons fail. And more of them,
simply go unno*ced un*l someone smarter
sees them
Let’s focus on the Marke*ng Process to see how
to enhance innova*on
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Marke*ng process (Ver*cal)
Iden*fy Needs
• Detect a Reference MKT
Iden*fy target
• Segmenta*on & Posi*oning
Detect Insights: Use and Habits
• Mkt fragementa*on and satura*on
Market is visualized as a given element Innova*on are generated within the Reference
Market
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The alterna7ve way: innova7on out of the reference market to generate new markets or categories sa7sfying previously disregarded
need and consumers
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LATERAL MARKETING
MKT: Needs, Why, Use
Product
MIX
1. Choose a Focus
2. Generate a gap to be filled applying lateral thinking
Apply lateral thinking (Ref. Bono): a) Subs*tu*on b) Inversion c) Combina*on d) Exaggera*on e) Elimina*on f) Reorienta*on
3. Validate what makes business sense and priori7se
Source: Lateral Mk*ng, Kotler – Trias de Bes
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Lateral Marke*ng at “Market Level”
Market= need + target + (place+ when + situa7on + experience) (Occasion)
Method: change of dimension (subs*tute a dimension on the mkt for something that has been previously disregarded)
Connect exis*ng Product with new dimensions
Change or revise Product / Launch
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Lateral Marke*ng at “Product” Level
Product= technology to sa7sfy a previously well defined need (Composed of n parts: a+b+c+d+…)
Method: dissec*on and apply lateral thinking techniques to product restric*ons
New concept is created: connect to Mkt
Revise / Adjust/ Priori*se / Launch
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Lateral Marke*ng at “Other Mk*ng Mix Level”
Mix= price + promo7on+ point of sale (not affec7ng need, target, situa7on, product essence)
Method: mainly subs*tu*on of some marke*ng mix element. Immediate results of easy Implementa*on. Eg. Take Mix of other products in other categories.
Check feasibility
Adjust /Priori*se / Launch
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A few conclusions
Lateral marke*ng create value instead of increasing compe**on
Develop an innova*on oriented culture: allow mistakes
Lateral Marke*ng innova*on is at 360
Innova*on as a culture