Prof. Bong De Ungria - Template For Show Me Concept Application
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Transcript of Prof. Bong De Ungria - Template For Show Me Concept Application
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1
DEFINING MARKETING for the 21st CENTURY
Technology, Globalization, Deregulation Changes in Philips Lighting from 2002 to
2007
Prof. Bong De UngriaAteneo Graduate School of Business
(Prof. Remigio De Ungria)
Chapter 1
Filename for this should be“V46 Ch 1 SHOW ME Philips Bong De Ungria” or “ V46 Ch 1 SHOW ME Philips Remigio De Ungria”
This is a template for use by students of the Marketing class of Prof. Bong De Ungria of the AGSB. Cover slides represent the “Executive Summary” of the presentation. Make this slide complete & concise!
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2 Concepts illustrated using Philips lighting
21st century challenges to face Marketing mix adjustments
Picture of
Philips lighting Range of products
Outline
The red text in each slideFor all the slidesSummarize the keyIdea in that slide
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Business face these 3, or else!
3 Challenges & Opportunities Globalization Technology Deregulation
Concept #1
Notice that all slides contain both text and appropriateVisuals (clipart, picture, table, diagram).
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NEW TECHNOLGOY justifies higher selling price!
Technology made this possible Longer bulb life 300% more hours Lower energy consumption 70% less Lower total cost of ownership
** Purchase price higher but total cost is lower!
Concept #1 Example
Picture of Advanced
bulb
Picture of old bulb
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Communicated technology via TV and Print Ads
Concept #1 Example
Visual of TV ad shown in class (domino commercial then light goes out). Alternatively, visual images of the new vs. the old product (from the website, print ad, brochure)
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Shifting to NEW TECHNOLOGY make sense!
Concept #1 Example
Scanned news article showing that the government is encouraging the shift to the NEW, energy efficient lighting since the savings for the government are immediate and substantial
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DEREGULATION resulted in free-flow of goods in region
Lower tariff rates & reciprocal recognition caused the ff: China and Indonesia became
production hubs for lighting products in Asia
Local lighting plants shut down (ex. Philippines)
Concept #1 Example
Picture of Asian region
map
Picture of Lighting
certification
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DEREGULATION allows entry of imported competition
Concept #1 Example
TV ad, website or visual of Firefly lighting. It suddenly became feasible to import this brand from China and compete directly with an established and dominant brand like Philips lighting.
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GLOBALIZATION required same advertising in region
Concept #1 Example
TV ad of a regional ad that was not used in the Philippines (rapper) w
TV ad of a regional ad that the Philippine lighting subsidiary had to use regardless of local sentiments
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Marketing mix (4Ps) need to be adjusted
Concept #2
This is a pictureFrom Kotler slides
Given to students. Consider Kotler’s slides
As good conceptsTo build “show me”
presentations
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EVENTS to create excitement for the new technology
Concept #2 Example
Printscreen from Philips website showing a particular event held to launch the new product to its targeted users. Suggest to combine text with printscreen or pictures to avoid monotony and increase useful content.
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PRICES for the advanced products were increased 50%
Concept #2 Example
PRICES of the older generation of products
PRICES of the substitute, new technology products
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2 Concepts illustrated has changed Philips lighting
Technology, Deregulation, Globalization
Marketing mix adjustments on promo and price
Picture of
NEW Philips lighting Range of products in
2009
Summary
Picture of
OLD Philips lighting Range of products in
2002
While the outline slide (slide #2) has a similar Message as this summarySlide , there has to be a noticeable difference on the final summary slide