Cesar Malacon 2011

MARKETING

• THE 5 MINUTES LECTURE...

At MDIS Tashkent

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Cesar Malacon 2011

The Agenda:

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Minute ‘1: What Is Marketing – Discussion (supposed) The traditional approach

Minute ‘3: Where on the organisation does Marketing live?What Is Marketing’s objective?

Minute ‘4: How to get there? The empathy mapPerceptual Map

Minute ‘5: Do Like Hublot watches

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What is Marketing?

Your thoughts:

Cesar Malacon 2011

What is Marketing?

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The traditional approach:

According to Philippe Kottler

“Satisfying needs and wants through an exchange process”

“The management process responsible for identifying , anticipating and satisfying customer requirements profitably”

According The Chartered Institute of Marketing

“An organizational function and a set of processes for creating, communicating, and delivering VALUE to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

According to the American Marketing Association, 2007

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What is Marketing?

The traditional approach:

Common elements: Customer –needs and wants-

Common parties: Market – Customers – Product / service - Companies

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What is Marketing?

So it is about: Consumers

What they want - need

Company

What you say you Have for them

How you will deliver All in the middle to fill the gap

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Where on the organisation does Marketing live?

Strategy

Marketing

Operations

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What is Marketing objective

Marketing objective is

Selling Awareness Prestige Volume Penetration

Maximize returns to shareholders by developing relationships with valued costumers

and creating competitive advantage in the long term. –Peter Doyle, 2002-

Strong companies (brands) operate by building layers of value that make

them less vulnerable to competition

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How to get there

Lets have a wider view of it:

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How to get there

This includes the Marketing Mix

The famous 4 P’s

ProductPromotionPlacePrice

Plus

PeoplePhysical evidenceProcess

The famous Seven P’s

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Considering

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BrandPersonality

BrandExperience

Satisfaction

Loyalty

Sensory

Affective

Intellectual

Behavioural

Brakus et al 2009

How to get there

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In a simple view:

How to get there

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Do Like Hublot watches

Hublot Big bang series; USD $30,000

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Jean’Claude Biver: In english you say Big bang, in french you say Big bang, in chinesse you say Big bang, there are few magic words that make communication easier! FIND YOUR IDENTITY

brand identity of explosion, energy and power

Do Like Hublot watches

Diego Maradona

Hublot – FerrariPartnership

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Conclusion

Marketing:

Offers the right product,

To the right “targeted” customers

At a right price for them

Considering the Value the get from it

At a cost that makes your company profitable

Social Emotional Functional

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CustomerValue

The Central Principles of Market Analysis

& Marketing Management

To be continued

Conclusion