genius marketing 2/4 : think different
DESCRIPTION
Part 2 of Peter Fisk's masterclass at LBFME in Dubai on 24 May 2011TRANSCRIPT
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Genius Marketing
Peter Fisk
The 21st Century Toolkit
genius works
Dubai, May 2011
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World changing
Game changing
genius works
Seeing things differently
Thinking different things
The 21st Century
Toolkit
Bold, brave
and brilliant
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Seeing things differently
Thinking different things genius
works
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genius works
GYAKuSOU JAPAN
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genius works
GYAKuSOU JAPAN
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genius works
GYAKuSOU JAPAN
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genius works
NIKE GYAKuSOU
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genius works
RIGHT BRAIN
LEFT BRAIN
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STEVE JOBS
STEVE WOZNIAK
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genius works
$1bn in 4 Years
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genius works
STEVE JOBS
JONNY IVE
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HUMAN TECH
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genius works
Ipod in 2001
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genius works
Itunes in 2003
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genius works
Iphone in 2007
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genius works
Ipad in 2010
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LEFT BRAIN + RIGHT BRAIN
theGeniusWorks.com
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genius works
THINKING DIFFERENT
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SAMSUNG’S INSPIRATION
… TAE KUK
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$55BN SALES
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$10BN PROFITS
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Coca Cola
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THINKING DIFFERENT
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125 years old
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Market strategy
theGeniusWorks.com
Secure competitive advantage
in chosen markets
Create an approach to do this profitably
and in a sustainable way.
Focus resources on the most
attractive markets.
Market Strategy
Where should we compete?
How should we different?
What should we do
to win?
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Bulk water
Retail water
Juice drinks Ready-to-drink
tea
Sports drinks
Juices and nectars
Carbonated
Soft-drinks
Ready-to-drink
coffee
The Coca-Cola Company
Other brands
Bubble size reflects estimated
global beverage profits
Industry unit margins ($)
5 y
ea
r a
ve
rag
e g
row
th r
ate
genius works
COKE’S MARKET MAP
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Juices and
nectars
Mineral
water
RTD
coffee
Purified
water
Fruit
drinks
RTD
tea
Sports
drinks
Energy
drinks
Bulk water Powders
1. Build capability
and accelerate
2. Grow margins
3. Participate selectively
4. Approach differently
5. De-emphasise
Market attractiveness
Str
ate
gic
fit
theGeniusWorks.com genius works
COKE’S MARKET MAP
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Too big
Too AMERICAN
Too BAD
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genius works
THE NEW DNA
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genius works
THINKING DIFFERENT
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More RELEVANT
MORE EMOTIONAL
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genius works
THINKING DIFFERENT
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Example 6: developing Coke’s platform for good
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genius works
THINKING DIFFERENT
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genius works
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genius works
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genius works
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Future back
genius works
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Now forward
genius works
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Future back
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Future back
genius works
Now forward
genius works
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Future back + NOW FORWARD
theGeniusWorks.com
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Future back
genius works
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FUTURE BACK
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FUTURE RADAR
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THINKING DIFFERENT
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CHANGING MARKETING
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OUTSIDE IN + INSIDE OUT
theGeniusWorks.com
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and game changers … by Peter Fisk
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www.theGeniusWorks.com
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