Marketing Strategies Marketing Strategies

Dominique XardelDominique Xardel

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««The only purpose of a The only purpose of a business is to create a business is to create a customer, … and to keep customer, … and to keep him or her»him or her»

Peter DruckerPeter Drucker

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««Marketing is so basic that it Marketing is so basic that it cannot be considered a cannot be considered a separate function»separate function»

«Business success is «Business success is determined by the customer»determined by the customer»

Peter DruckerPeter Drucker

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What business are we What business are we in?in?

future goalsfuture goals current strategycurrent strategy assumptionsassumptions capabilitiescapabilities

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Marketing todays Marketing todays keywords :keywords :

database database marketingmarketing

direct marketingdirect marketing direct sellingdirect selling direct servicedirect service direct direct

communicationcommunication loyalty loyalty

marketingmarketing

one-to-one marketingone-to-one marketing personnalized personnalized

marketingmarketing individualized individualized

companycompany one-to-one entrepriseone-to-one entreprise profitable databasesprofitable databases customized strategiescustomized strategies

etc.etc.

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What is marketing?What is marketing? marketing is marketing is the art of selling.the art of selling. marketing is marketing is the science of buy-ology.the science of buy-ology. marketing is marketing is meeting needs profitably.meeting needs profitably. marketing is marketing is the art of producing profitable the art of producing profitable

customers.customers. marketing is marketing is the science and art of the science and art of

identifying target markets for which your identifying target markets for which your organization can design, communicate, and organization can design, communicate, and deliver a profitable and superior value deliver a profitable and superior value proposition.proposition.

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MARKETINGMARKETING

is making it easier for is making it easier for

your client your client

to do business with you!!!to do business with you!!!

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What kind of What kind of marketing?marketing?

A few examples:A few examples: Direct MarketingDirect Marketing Relationship MarketingRelationship Marketing Database MarketingDatabase Marketing Multichannel MarketingMultichannel Marketing Multilevel MarketingMultilevel Marketing Strategic MarketingStrategic Marketing Marketing ManagementMarketing Management Social (Societal) Social (Societal)

MarketingMarketing

Mass MarketingMass Marketing Intelligence MarketingIntelligence Marketing Service MarketingService Marketing Personnalized MarketingPersonnalized Marketing Involvment MarketingInvolvment Marketing One-to-one MarketingOne-to-one Marketing Interactive MarketingInteractive Marketing Cross MarketingCross Marketing Internal MarketingInternal Marketing

… … and so many others!and so many others!

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A few key marketing A few key marketing rules...rules...

1.1. finding the right customersfinding the right customers

2.2. becoming better than everyone becoming better than everyone elseelse

3.3. finding enough customers finding enough customers

4.4. motivation customers to take motivation customers to take actionaction

5.5. communication on a regular basis communication on a regular basis

6.6. making the sale making the sale

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Innovate...Innovate...

packagingpackaging promotionpromotion publicitypublicity advertisinadvertisin

gg distributiodistributio

nn

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Innovate...Innovate...

technologytechnology positioningpositioning pricingpricing merchandisingmerchandising organization, organization,

management...management...

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The circle of innovationThe circle of innovation

distance is deaddistance is dead destruction is cooldestruction is cool you can’t live without an you can’t live without an

erasereraser we are all Michelangeloswe are all Michelangelos welcome to the White-Collar welcome to the White-Collar

RevolutionRevolution

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The circle of innovationThe circle of innovation

It ’s a woman ’s worldIt ’s a woman ’s world Little things are the only Little things are the only

thingsthings Love all, serve allLove all, serve all We’re here to live life out We’re here to live life out

loudloud

Tom PetersTom Peters

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A few thougths about…A few thougths about…management of management of

innovationinnovation

innovation needs innovation needs

entrepreneurshipentrepreneurship

innovation is about innovation is about communicationcommunication

innovation is innovation is an entreprise of an entreprise of the entreprisethe entreprise

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A few thougths about…A few thougths about…management of management of

innovationinnovation

innovationinnovation requires good requires good project managementproject management

innovationinnovation needs a life cycle needs a life cycle approachapproach

innovationinnovation is more effective if is more effective if carried out in networkscarried out in networks

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A few marketing A few marketing exhortations...exhortations...

Innovate or evaporate!Innovate or evaporate! Delight customers!Delight customers! Cut delivery time in half!Cut delivery time in half! Outsource your Outsource your

activities!activities! Don’t lose a costomer!Don’t lose a costomer! Serve a segment of one!Serve a segment of one!

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Key issues in marketing Key issues in marketing strategiesstrategies

1.1. Is the multichannel approach Is the multichannel approach necessary?necessary?

2.2. How to develop networking, alliances? How to develop networking, alliances?

3.3. What degree of control? What degree of control?

4.4. How much decentralization? How much decentralization?

5.5. How to use sponsoring, multilevel How to use sponsoring, multilevel approach?approach?

6.6. What use of direct marketing What use of direct marketing techniquestechniques??

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Key marketingKey marketingplanning issues:planning issues:

1.1. When should planning be done, how When should planning be done, how often, by whom, and how?often, by whom, and how?

2.2. Is marketing planning different in a large Is marketing planning different in a large and a small company?and a small company?

3.3. Is marketing planning different in a Is marketing planning different in a diversified as opposed to an undiversified diversified as opposed to an undiversified company?company?

4.4. Is marketing planning different in an Is marketing planning different in an international as opposed to a domestic international as opposed to a domestic company?company?

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Key marketing Key marketing planning issues:planning issues:

5.5. What is the role of the chief What is the role of the chief executive?executive?

6.6. What is the role of the planning What is the role of the planning department?department?

7.7. Should marketing planning be top Should marketing planning be top down or bottom up?down or bottom up?

8.8. What is the relation between What is the relation between operational (one year) and strategic operational (one year) and strategic (long term) planning?(long term) planning?

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Marketing integrationMarketing integration

Need for balance:Need for balance:

1.1. short-term versus long-term problems and short-term versus long-term problems and resultsresults

2.2. internal versus external pressuresinternal versus external pressures

3.3. continuing business versus new venturescontinuing business versus new ventures

4.4. stable, well-understood action versus stable, well-understood action versus flexible, unfamiliar, risky actionflexible, unfamiliar, risky action

5.5. thinking, analyzing, and planning versus thinking, analyzing, and planning versus

getting in motiongetting in motion

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Marketing: the demands on Marketing: the demands on managers and leaders are managers and leaders are

changing...changing...

the intellectual content of work is the intellectual content of work is changing dramaticallychanging dramatically

organizations are struggling to organizations are struggling to improve their reaction time, the improve their reaction time, the quality of their product and quality of their product and service, their real costservice, their real cost

managing requires more team managing requires more team skillsskills

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Marketing: the demands Marketing: the demands on managers and leaders on managers and leaders

are changing...are changing... the needs of all stakeholders - the needs of all stakeholders -

employees, shareholders, employees, shareholders, customers, suppliers, customers, suppliers, governments, the community, the governments, the community, the environment - are affecting environment - are affecting business decisionsbusiness decisions

organizations must both compete organizations must both compete across cultures and cooperate across cultures and cooperate across culturesacross cultures

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The components of The components of cultureculture

1.1. Commitment:Commitment: make individual and collective make individual and collective interests coincideinterests coincide

2.2. Competence:Competence: develop key skillsdevelop key skills

3.3. Consistency:Consistency: attract and keep the right peopleattract and keep the right people

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Sources of corporate Sources of corporate identity:identity:

managemanagersrs

logotyplogotypee

productproduct packagipackagi

ngng

priceprice namename distribution distribution

channelschannels serviceservice

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Marketing decisionsMarketing decisions Market selection:Market selection: how to segment the market? how to segment the market? Product:Product: what type and range of services to what type and range of services to

offer?offer? Price:Price: what price level and marging to set? what price level and marging to set? Distribution:Distribution: what intermediaries to use if any? what intermediaries to use if any? Communication:Communication: what to communicate? how? what to communicate? how?

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The 5 main advantages The 5 main advantages of the multi-channel of the multi-channel

service approachservice approach

market market penetrationpenetration

imageimage members members

serviceservice flexibilityflexibility profitprofit

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The The virtualvirtual dimension dimension

Work is what you do, not where you Work is what you do, not where you gogo

The company: a box of contracts?The company: a box of contracts? People working as independent People working as independent

contractors, for the same companycontractors, for the same company Challenge: make sure that virtuality Challenge: make sure that virtuality

brings benefits to all, and not just to brings benefits to all, and not just to a favored fewa favored few

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In the virtual In the virtual organizationorganization

7 7 rules of trust:rules of trust:1.1. trust trust is not blindis not blind

2.2. trust trust needs boundariesneeds boundaries

3.3. trust trust demands learningdemands learning

4.4. trust trust is toughis tough

5.5. trust trust needs bondingneeds bonding

6.6. trust trust needs touchneeds touch

7.7. trust trust requires leaderrequires leader

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Trust and the virtual Trust and the virtual organizationorganization

How do you manage people?How do you manage people?

Whom you do not see?Whom you do not see?

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Measure and Measure and evaluation of marketing evaluation of marketing

successsuccess

Several attitudes:Several attitudes:

to be fully to be fully awareaware of the of the evolution of my entrepriseevolution of my entreprise

to make full to make full useuse of technology of technology availableavailable

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Measure and Measure and evaluation of marketing evaluation of marketing

successsuccess

to understand what the customer to understand what the customer wants, in expecting, how to satisfy wants, in expecting, how to satisfy him or herhim or her

to be able to get organized to be able to get organized accordinglyaccordingly

to be able to attract some of the to be able to attract some of the best people available in the market best people available in the market as managers, in order to implement as managers, in order to implement such a strategysuch a strategy

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A few new attitudes in A few new attitudes in managementmanagement

working with people you do not working with people you do not seesee

trusting people you do not knowtrusting people you do not know letting them work how they wishletting them work how they wish training them thoroughlytraining them thoroughly setting up clear valuessetting up clear values

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A few new attitudes in A few new attitudes in managementmanagement

organizations don’t have tops organizations don’t have tops and bottomsand bottoms

great organizations have soulsgreat organizations have souls organization need continuous organization need continuous

care, not intervention curescare, not intervention cures great organizations, once great organizations, once

created, don’t need great leaderscreated, don’t need great leaders

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The dilemmas leaders The dilemmas leaders faceface

Long term Long term vs.vs. short term short term customer loyalty customer loyalty vs.vs. fast profit fast profit rapid growth rapid growth vs.vs. cost controls cost controls independence independence vs.vs. interdependence interdependence downsizing downsizing vs.vs. creativity creativity hierachy hierachy vs.vs. team building and team building and

networkingnetworking

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Managerial Managerial SkillsSkills

visionvision versatilityversatility insightinsight focusfocus persistencepersistence

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Doing business in europe: Doing business in europe: key issueskey issues

the need to serve customers who the need to serve customers who take a european approach to take a european approach to businessbusiness– each placing increasing demands each placing increasing demands

and expectations on its suppliersand expectations on its suppliers

the globalisation of key accountsthe globalisation of key accounts the dismantling of traditional the dismantling of traditional

trade barriers and borderstrade barriers and borders

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Strategic marketing trendsStrategic marketing trends in Europe in Europe

strategic alliancesstrategic alliances increasing concentrationincreasing concentration customer concentrationcustomer concentration new product developmentnew product development new distribution policynew distribution policy new marketing new marketing

organizationorganization

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1.1.Revolution, not only changeRevolution, not only change

2.2.Learning from failureLearning from failure

3.3.Action, action, actionAction, action, action

4.4.Curiosity and funCuriosity and fun

5.5.More learning and homeworkMore learning and homework

6.6.Fighting dullnessFighting dullness

7.7.NetworkingNetworking