bi drammen 2009 ungt entreprenörskap dr. oecon odd gisholt - 1 - „en förste innföring i...

BI Drammen 2009

Ungt Entreprenörskap

Dr. oecon Odd Gisholt

- 1 -

„En förste innföringi markedsföring“

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- 2 -

- Norske markedsföringseksempler:

Freia Lilleborg

Maarud Ferd Kims Pringles Sorlandschips Bahlsen

FMCG B2C/B2B

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- 3 -

Andre eksempler:

- InnovationNorway - StatoilHydro (Statoil)

- Drammen - KIWI

- BI - jetshop

- Jens Stoltenberg

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- 4 -

Drammen i mitt hjerte!

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- 5 -

Soccer club

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- 6 -

BI Norwegian School of Management I

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- 7 -

BI Norwegian School of Management III

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- 8 -

HSG

No.1Business School

in CH

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- 9 -

HHL

No.1Business

School in D

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Insead

No.1Business

School in F

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BI

Largest Business

School in N

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- 12 -

NIT/ISS

+ISS-Hamburg

ServiceManagement

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An NIT initiative

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- 14 -

NIT Class 06

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- 15 -

Phoenix Center Harburg

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- 16 -

Day and night

!!!

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- 17 -

My favorites

• amazon.com

• google.com

• ebay.com

• c-net.com

• skype.com

• youtube.com

• wikipedia.org

• myspace.com

• xing.com

• secondlife.com

• more…

Yours ?

-facebook.com-nettby.no, etc..

twitter!

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- 18 -

.de

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Customer focus- CRM

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- 20 -

IBM – 10 years on the board

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- 21 -

To watch 1

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Excellent example of leadership principles

C(S)R

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Interbrand

google up at 100

Interbrand

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- 24 -

All the bosses in Paris

- CRM- CSR- ECR

-CEO- CMO

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Management principles • Management by ideas • Management by results • Management by control • Management by exception • Management by objectives • Management by system • Management by motivation • Management by crisis • Management by doing nothing • Management by flying around • Management by ....................

Which principle is the best?

!

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- 26 -

The enterprise / corporation / firm is a productive, social and communicative

system

It is open to the world,it is dynamic and

goal-oriented

Definition I

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- 27 -

Leadership

• Leadership is to decide– goals – resources

• thereafter– to take decisions– get things moving– control

• It is also– to organize– communicate and– motivate

Definition II

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- 28 -

The company’s markets and action dimensions

SUPPLIER MARKET CUSTOMER MARKET

THE COMPANY

Technological dimension

Economical dimension

Social dimension

Ecological dimension

Complex management

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- 29 -

CEO AREA

FINANCE MARKETING

HUMAN RESOURCES

INFORMATION LOGISTICS

PRODUCTION

Generic departments of the companyIn general

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- 30 -

Hvem skaper markedsföringen

• Bedriften selv – avdelingene, MRK, FoU, Salg, Reklame, Service, Info, etc.

• Markedsanalyse byraaene• Reklamebyraaene• Mediabyraaene• Mediene• Distributörene• Andre hjelpere

?!

AC Nielsen…

McCann…

Mediacom…

TV,Print,Internet…

Importörer, grossister…

Off.og privat konsulenter…

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- 31 -

Where we are going to live the rest of our lives

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1. Megatrend Internet2. Megatrend nanotechnology3. Megatrend biotechnology4. Megatrend climate change5. Megatrend Asia6. Megatrend English7. Megatrend demography8. Megatrend urbanization9. Megatrend women10. Megatrend job world

Wirtschaftswoche

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- 33 -

World population in the future

World Population Growth, 1750–2150

United Nations, World Population Prospects, The 1998 Revision; and estimates by the Population Reference Bureau.

Source: United Nations

2009: 7 bill.

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- 34 -

World population per regionWorld Population Distribution by Region, 1800–2050

Population Division, Briefing Packet, 1998 Revision of World Population Prospects.

Source: United Nations. Will Europe become a „Museum“?

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- 35 -

Trends events

historic datavariable prognosis

? trend breakintervening variable

events

historic datavariable prognosis

? trend breakintervening variable

2009 20142004

?

?

When does the trend break come?

LPCasset

CDMP3

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- 36 -

Marketing trends

• Turbo marketing (e-speed)

• Global marketing and networking (e-world)

• Total quality management and marketing (TQM)

• Relationship marketing (CRM) (eCRM)

• Multimedia marketing/electronic marketing(e-m/e-c)

• Branding (e-branding) / Bio and Eco marketing plus VIRAL marketing

2009

E-all over

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Marketing

“Marketing is market-oriented leadership. That

means that marketing contains, analyzes of all

market needs, definition of the market, decision

about the core business activities, product

development, price and conditions, sales and

advertising and distribution”

Odd Gisholt

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- 38 -

P. Kotler with O. Gisholt

kotlermarketing.com

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- 39 -

Norwegianedition

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Source: P. Kotler

Product value

Service value

Personnel value

Image value

Monetary price

Time cost

Energy cost

Psychic cost

Total customer value

Total customer cost

Customer delivered value

Determinants of Customer Added Value

!

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Support Activities

Firm infrastructure

Technology development

Human resource management

Procurement

Inbound logistics

Operations Outbound logistics

Marketing & sales

Service

Primary Activities

M

A

R

G

I

N

The generic value chain

Source: M. Porter

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”Marketing is Marketoriented Leadership”

• Marketing is a boardroom-matter

• Marketing is a matter for the CEO

• Führungshaltung

• Unternehmerische Denkart

Source: O. Gisholt

!

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- 43 -

Kotler in Munich

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- 44 -

How to develop a company policy?

MOTIVATION

EMPLOYEES INVESTORS OTHERS

COMPANY ANALYZES TODAY AND IN THE

FUTURE

JUDGEMENT OF THE ENVIRONMENT

TODAY AND IN THE FUTURE

MISSION

VISION

POLICY

Strengths and weaknesses

Threats and opportunities

Mission and vision

Action

SWOT!PESTEL!

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- 45 -

Kotler on the mission

”Mission statements are at their best when they reflect a vision”

5 major characteristicas:

- limited number of goals- major policies and values- major competetive spheres- long-term view- keep it short and memorable

Google Mission:To organize the world‘sinformation and make it

universally accessibleand useful

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- 46 -

70 % core,20 % related,10 % new business

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Strategic marketing(Long term / corporate level)

Image / positioning

Market share /Customer loyalty

Customer needs

Markets / segmentsProduct categories

Data warehousing / data mining

Source: H. Weinhold / O. Gisholt

stollgiroflex

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QUANTITY

TIME

MARKET-PENETRATION

PRODUCT-DEVELOPMENT

MARKET-DEVELOPMENT

DIVERSIFICATION

Source: I. Ansoff / O. Gisholt

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- 49 -

Tactical marketing (short-term)

Product development(branding) (b)

Product development(branding) (b)

Price(conditions) (c)

Price(conditions) (c)

Promotion (p)(sales and advertising)

Promotion (p)(sales and advertising)

Place(distribution) (d)

Place(distribution) (d)

Marketing-Mix

Source: P. Kotler / O. Gisholt

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- 50 -

Marketingmix

Target market

Product

Price

Place

Promotion

QualityFeaturesOptionsStyleBrand nameSizesServicesWarrantiesReturns

List priceDiscountsAllowancesPayment periodCredit terms

ChannelsCoverageLocationsInventoryTransport

AdvertisingPersonal selling

Source: P. Kotler

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- 51 -

Marketing-mix

• There are 7 rules of how to use the Marketing-mix

– Concentration

– Combination

– Differenciation

– Harmonising

– Synchronising

– Go for Quantity

– Go for Quality

Source: H. Weinhold

Simple goods

Premium brands

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- 52 -

Two-dimensioned Market Fieldsporty

unsporty

comfortable uncomfortable

BMW BMW 1600160020002000

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- 53 -

Even today a fan club

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- 54 -

It is still in the family

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- 55 -

Major segmentation variables for consumer markets

• Geographic: Region, city or metropolis size, climate

• Demographic: Age, family size, family life cycle, income, occupation, education, religion, race, generation, nationality, social class

• Psychographic: Lifestyle, personality

• Behavioral: Occasions, benefits, user status, usage rat, loyalty status, buyer-readiness stage, attitude toward

product

Source: P. Kotler

B2C

nidar

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- 56 -

Five Patterns of Target Market Selection

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- 57 -

Positioning

“Positioning is to place an object in the minds of a target-group in such a way that it is perceived to answer the market needs best” – It gives top satisfaction

• Type of condition for which the product will be used• Type of costumer for whom the product will be considered• Products with which it will compete most closely

Satisfaction means meet Expectations

From segmentation to positioning

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- 58 -

Differential Advantage

“A differential advantage is one or more features of theproduct offering which satisfies three fundamental criteria”

• It differentials the product from all the others, creating a perception of uniqueness

• It is important, or can be made to seem important, to the target audience

• It is sustainable, over time, against the competition

”Differentiate or die” - J. Trout

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- 59 -

Probably not the right direction ?

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- 60 -

Marketing of tomorrow is...

MULTI-DIMENSIONAL

NETWORKING

MODULAR

STRATEGIC

INTERACTIVE

FLEXIBLE/

Customized

Source: J. Hensmann/O. Gisholt

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- 61 -

The MARKETING PLAN

1. Executive Summary

2. Situation Analysis

3. Marketing Strategy

4. Financials

5. Control

Sample: Pegasus Sports InternationalKotler/Keller (2009), Pages 98-102

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- 62 -

- a head at your company ?

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- 63 -

Few Europeans

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- 64 -

Just BMW from Germany- No Norwegians

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- 65 -

Steve Jobs – the enthusiast

Apple

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- 66 -

Drammen i mitt hjerte!

Lykke til videre!

bi drammen 2009 ungt entreprenörskap dr. oecon odd gisholt - 1 - „en förste innföring i...

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