ALIGNING MARKETING OBJECTIVES & STRATEGIES TO THE CURRENT TECHNOLOGICAL LANDSCAPE

ALIGNING YOUR BUSINESS TO THE CURRENT TECHNOLOGICAL LANDSCAPE

but first let’s solve a riddle who is behind this artwork?

Yes it’s Salvador Domingo Felipe Jacinto Dalí i Domènech, Marqués de Dalí de Pubol (11 May 1904 – 23 January 1989), known as

Salvador Dalí, was a prominent Spanish surrealist born in Figueres, Catalonia, Spain.

and this is his house in Portlligat that I had the pleasure to visit

the presence of the Michelin’s mascot in Dali’s

house made me curios about this brand

SO WHO IS Michelin?

Michelin is a tire manufacturer based in Clermont-Ferrand in the Auvergne région of France. It is one of the three largest tire manufacturers in the world along with Bridgestone and Goodyear. In addition to the Michelin brand, it also owns the BFGoodrich, Kleber, Tigar, Riken, Kormoran and Uniroyal (in North America) tire brands.

In 1889 two brothers, Édouard Michelin and André Michelin, ran a rubber factory in Clermont-Ferrand, France. One day, a cyclist whose pneumatic tire needed repair turned up at the factory. The tire was

glued to the rim, and it took over three hours to remove and repair the tire, which then needed to be left overnight to dry. 

The next day, Édouard Michelin took the repaired bicycle into the factory yard to test. After only a few hundred metres, the tire failed. Despite the setback, Édouard was enthusiastic about the pneumatic tire, and he and his brother worked on creating their own version, one that did not need to be glued to the rim. Michelin was incorporated on 28 May 1889. In 1891 Michelin took out its

first patent for a removable pneumatic tire which was used by Charles Terront to win the world's first long distance cycle race, the 1891Paris–Brest–Paris.

In 1900 the tire manufacturers André Michelin and his brother Édouard published the first edition of

a guide for French motorists. At the time there were fewer than 3,000 cars in France, and the Michelin guide was intended to boost the demand for cars, and thus for car tires. For the first edition of the Michelin Guide the brothers had nearly 35,000 copies printed. It was given away free of charge, and contained useful information for motorists, including maps, instructions for repairing and changing tires, and lists of car mechanics, hotels and petrol stations. In 1904 the brothers published a similar guide to Belgium.

In 1926, the guide began to award stars for fine dining establishments. Initially, there was only a single star awarded. Then, in 1931, the hierarchy of one, two, and three stars was introduced. Finally, In 1936, the criteria for the starred rankings were published: * Michelin star: "A very good restaurant in its category" ** Michelin stars: "Excellent cooking, worth a detour" *** Michelin stars: "Exceptional cuisine, worth a special journey"

product innovation changed the competitive landscape but

marketing innovation changed

consumer behavior and opened new business revenue pipelines.

and at a first glance

not related

in any

way

Michelin used the tech landscape to it’s advantage in both product and marketing development. They’ve done it because they’ve changed the game, sustained the change and at least owned that change.

today’s advantages •  is even easier because you can

measure and react in days not in years;

•  you can be inventive with the media outlet as well in order to change the game.

Romania’s advantage •  many of our society’s next trends

can be seen as a reality in the west;

•  competitive tech development prizes with competitive deliverables.

AMERICAN EXPRESS SMALL BUSINESS GETS AN OFFICIAL DAY - case study

https://www.youtube.com/watch?v=w1nN5DbDZKw

A Consumers Day on Waze

https://www.youtube.com/watch?v=N7LeNVpX72Y

the main takeout

the main takeout each year invest a 10 to 20% of your marketing budget in something

bold and courageous that have a strong link to the CURRENT TECHNOLOGICAL LANDSCAPE

Michelin succeeded

and even when it fails it makes history