Ingredients for GLOBAL COMPETITIVENESS2).pdf · Hermawan Kartajaya Asia’s Leading Marketing...

By:Hermawan Kartajaya

Asia’s Leading Marketing Strategist (CIM-United Kingdom)President of World Marketing AssociationFounder and President of MarkPlus, Inc

Tri-founder of Philip Kotler Center for ASEAN MarketingCouncil of Advisors of the ASEAN Foundation

Ingredients forGLOBAL

COMPETITIVENESSKUALA LUMPUR

14th July 2009

NEW

DIGITALIZATION

GLOBALIZATION

FUTURIZATION

FromG-7To

G-20

TECHNOLOGY

ECONOMY

MARKET

SO

CIA

L /

CU

LT

UR

EPO

LIT

IC/ L

EG

AL

FromIDEOLOGY

To PERSONA

FromBELIEVES

ToHUMANITY

From CLOSEDTo OPEN

22 33

11

44

55

From BROADCASTINGTo NETWORKING

CHANGES IN BUSINESS LANDSCAPE

1 : MANY 1 : 1 MANY : MANY

From

BOXINGto

AMERICAN WRESTLING

COMPETITIVE SETTING

From

LOYALISTTo

REBEL

CUSTOMER TREND

From

LEGACYTo

NEW WAVE

COMPANY

CHANGE

HORIZONTALIZATION!

4C LANDSCAPE 5C GLOBOSPHERE

FROM 4C TO 5C

CONNECTED CATALYZEDCIVILIZED

CLARIFICATIONOF

PERSONA

CODIFICATIONOF

DNA

CHARACTERWITH CHARISMA

W H AT IS YO U R

CO LO R?W H AT IS YO U R AU TH EN TICITY?

W H AT IS YO U R AU RA?

DIFFEREN TIATIO N

brand integrity

brand identitybr

and im

age

PO SITIO N IN G

BRAN D

FROM PDB TO TRIPLE C

Character vs Brand

CharacterCharacter

Targeting the Customer

Communitizingthe Crowd

1

Selling the Marketing Mix

Commercializing the Crowd Combo

2

Processing theService

Caring for Collaboration

3

FROM 9 Elements TO 12 Cs

LEGACY MARKETING

Segmentation

Targeting

Positioning

Differentiation

MARKETING MIX

Product

Price

Place

Promotion

Selling

Brand

Service

Process

NEW WAVE MARKETING

Communitization

Confirmation

Clarification

Codification

CROWD-COMBO

Co-creation

Currency

Communal Activation

Conversation

Commercialization

Character

Caring

Collaboration

9 Elem ents (Legacy) 12-Cs (N ew W ave)

BUDGET (INVESTMENT)

IMP

AC

T (

RE

TU

RN

)

NEW WAVE

SNOW WHITE

DOING SOMETHING (AND EFFECTIVE)

DOING EVERYTHING (..AND FAIL) E

FF

EC

ITIV

EN

ES

S A

XIS

EFFICIENCY AXIS

H

L

HL

LEGACY

SEVEN DWARFS

DOING ANYTHING(BUT EXPENSIVE)

DOING NOTHING (BUT SALE!)

Source: New Wave Marketing – Kartajaya

FROM LEGACY TO NEW WAVE

hermawan_kartajaya@markplusinc.com

www.hermawankartajaya.com

Thank You !