MARKETING IS DEAD?/media/Corporate/Images... · Power School Increases brand recognition Increases...

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Transcript of MARKETING IS DEAD?/media/Corporate/Images... · Power School Increases brand recognition Increases...

Page 1: MARKETING IS DEAD?/media/Corporate/Images... · Power School Increases brand recognition Increases loyalty Reduces price elasticity Economies of scale Barriers to entry Increases
Page 2: MARKETING IS DEAD?/media/Corporate/Images... · Power School Increases brand recognition Increases loyalty Reduces price elasticity Economies of scale Barriers to entry Increases

MARKETING IS DEAD?

OCTOBER 13TH 2016

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WHAT IS MARKETING?

200

2660

0

500

1000

1500

2000

2500

3000

What is Finance? What is Marketing?

Google Scholar – September 2106

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THE NUMBER OF P’S?

P’s

Product

Price

Promotion

Place

Propo-osition

PackagingProcess

People

Partners

Perfor-mance

Programs

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VALUE CREATION AND VALUE CAPTURING (VC2)

Value Capturing

Value Creation

Nightmare Heaven

Hell Dream

5

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PRODUCT?

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EXAMPLES

Electrical cars

Google Glass

3D Television

Blackberry

Jupiler Force

Cisco Cius

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THE STAIR TO MARKET ACCEPTANCE

Addressingcustomer need

Ecosystemin place

No barriersto use

Superior solution performance

Brand credibilty

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Product

Place

Promotion

Pricing

Proposition

MARKETING IS DEAD?

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EXAMPLES

Milkshake

Embrex

Lu

Betafence

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HOW TO CREATE VALUE?

A. Who is your target customer?

B. What is your target customers’ need you are adressing?

C. What is the solution you are offering?

D. Why should your customer prefer your solution over the one of thecompetition?

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VALUE PROPOSITION TEMPLATE

To address BBB of AAA, company XXX proposes CCC as a solution that

delights customers by DDD

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PLACE?

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EXAMPLES

Tesco Homeplus

Bonobos

Dropbox

Salesforce

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WHY?

“Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns no real estate. Something

interesting is happening.”

TOM GOODWIN

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Product

Place

Promotion

Pricing

Proposition

Platformization

MARKETING IS DEAD?

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PLATFORM

A platform is the connected environment where providers and consumers interact directly in a personalised

experience

A successfull platform owner

Attracts consumers and providers by creating value forconsumers and allowing value capturing by providers

Orchestrates the interaction between providers andconsumers to stimulate co-creation

Owns the node, not the dots

1

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PROMOTION?

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WHAT DO YOU THINK OF THIS COMMERCIAL?

https://youtu.be/gogQLQNrDds

https://youtu.be/gogQLQNrDds
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DIFFERENT VIEWS ON ADVERTISING

Main objective

Loyalty

Price elasticity

Economic Driver

Competition

Profitability

Power School

Increases brand recognition

Increases loyalty

Reduces price elasticity

Economies of scale

Barriers to entry

Increases profits

Information School

Informs the customer

Decreases loyalty

Increases price elasticity

Induces innovation

Enables competition

Decreases profits

VC2 View (Value Creation and

Capture)

Facilitates product introduction

Earnes loyalty

Reduces price elasticity

Compensates weaknesses

Allows new competitors

Decreases profitsfor established c’ies

Tackx, Rothenberger & Verdin - Is advertising for losers? An empirical study from a value creation and value capturing perspective. European Management Journal 2016

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Product

Place

Promotion

Pricing

Proposition

Platformization

Conversation

MARKETING IS DEAD?

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ENGAGE IN CONVERSATIONS

You

Ownedmedia

Commerce

Review Platforms

SocialMedia

Influencers

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EXAMPLES

Afas

Tablebooker

Tide

Pleasepress1

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PRICE?

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How do you determine prices in yourcompany?

2

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2

Product

Place

Promotion

Pricing

Proposition

Platformization

Conversation

Valorisation

MARKETING IS DEAD?

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VALORIZATION PRINCIPLE

Valorize and multiply a long term personalized solution by financial or

other renumerations

2

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EXAMPLES

Friesland Campina

Toon

Sterrenrestaurants

DBFM

IT Maintenance

Tripadvisor

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EDGE STRATEGIES

Edge of theCustomer Journey

Edge of theEnterprise

Edge of theProduct

Source: Lewis and McKone, 2016

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EXAMPLES

Ryanair

Salesforce

Salad in a bag

Peloton

Amazon

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CO-CREATION

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Product

Place

Promotion

Pricing

Proposition

Platformization

Conversation

Valorisation

MARKETING IS DEAD?

Co

Creation

Co

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Enterprise Stakeholders

CO-CREATION

Co-Creation

EmployeesCustomersSuppliersPartners

…

Source: Ramaswamy

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EXAMPLES

• Volvo

• Starbucks

• Fedex

• Nike

• Yardclub

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IONIZATION

3

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3

Product

Place

Promotion

Pricing

Proposition

Platformization

Conversation

Valorisation

Creation

FROM 4 P’S TO IONIZATION

IONIZATION : Process by which electrically neutral atoms or molecules are converted

to electrically charged atoms or molecules (ions)

Encyclopedia Brittanica

Co


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WE LIVE IN A WORLD OF - accenture.com · KMI and Loyalty appear to be correlated. As KMI increases towards the highest value (100%), so does loyalty. But the reverse is also true:

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