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    StreetSmart Markethink

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    Nabiel Putra Adam
    The document discusses challenges facing modern marketing and the need for marketing reinvention. Traditional marketing approaches are becoming less effective due to factors such as increased competition, changing consumer behavior influenced by social media, and reduced marketing budgets. Marketers must acknowledge new realities such as more powerful customers and stakeholders. The summary suggests marketing must transition from product-centric Marketing 1.0 to more customer-oriented Marketing 2.0 and value-driven Marketing 3.0 approaches to address these challenges.

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    StreetSmart Markethink

    Uploaded by

    Nabiel Putra Adam
    47 views55 pages
    The document discusses challenges facing modern marketing and the need for marketing reinvention. Traditional marketing approaches are becoming less effective due to factors such as increased competition, changing consumer behavior influenced by social media, and reduced marketing budgets. Marketers must acknowledge new realities such as more powerful customers and stakeholders. The summary suggests marketing must transition from product-centric Marketing 1.0 to more customer-oriented Marketing 2.0 and value-driven Marketing 3.0 approaches to address these challenges.

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    The document discusses challenges facing modern marketing and the need for marketing reinvention. Traditional marketing approaches are becoming less effective due to factors such as increased competition, changing consumer behavior influenced by social media, and reduced marketing budgets. Marketers must acknowledge new realities such as more powerful customers and stakeholders. The summary suggests marketing must transition from product-centric Marketing 1.0 to more customer-oriented Marketing 2.0 and value-driven Marketing 3.0 approaches to address these challenges.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    47 views55 pages

    StreetSmart Markethink

    Uploaded by

    Nabiel Putra Adam
    The document discusses challenges facing modern marketing and the need for marketing reinvention. Traditional marketing approaches are becoming less effective due to factors such as increased competition, changing consumer behavior influenced by social media, and reduced marketing budgets. Marketers must acknowledge new realities such as more powerful customers and stakeholders. The summary suggests marketing must transition from product-centric Marketing 1.0 to more customer-oriented Marketing 2.0 and value-driven Marketing 3.0 approaches to address these challenges.

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    StreetSmart Markethink!

    Yosie Marthinus. D

    Work Experience
    Training Manager at PT. Nutrifood Indonesia, 2000 Training Center Manager at PT. Nutrifood Indonesia, 2001

    Business Journey

    It was started at 2003 and now still standing!

    The Brands

    What & Why StreetSmart MarkeThink ?

    And in the mean time, e MARKET is CHANGE!

    Re:Think!

    MarkeThink!

    MARKETINGS LOSS OF EFFECTIVENESS


    MARKETING will be less eec0ve in the next few years Marke0ng budgets will be lower Companies will want marketers to do more with less

    DISTRIBUTORS

    TRADITIONAL MEDIA

    COMPETITION

    PUBLIC

    SOCIAL MEDIA NETWORKS

    DISTRIBUTORS will Tradi6onal media such Categories are so demand more TRADE as TV 30-second spots, crowded with PROMOTION. This will newspapers, etc., are compe6tors that leave less money for growing LESS heavy price cuNng marke6ng research, EFFECTIVE will be UNAVOIDABLE adver6sing and consumer promo6on for brand building and ul6mately reduce brand equity. Investors will then downgrade the stock. This will leave the company with fewer resources to prop up demand. This is a VICIOUS CIRCLE

    The public, in its wish Social media networks to spend less, will be will play an increasingly less inclined to pay inuen0al role in higher prices for top shaping brand brands where the evalua0ons quality dierences are minimal. There is a strong shiO to store brands and sub- brands. This means that top brands are overvalued and there may be a brand bubble.

    Source : Kotler, 2011

    MUST MARKETING BE RE-INVENTED?


    MARKETERS are prisoners of an OLD PARADIGM
    Companies aim to maximize prots Company investors are more important than other stakeholders Customers buy ra6onally to maximize value
    Customers get most of their informa6on from sellers and dont talk to each other about products

    MARKETERS are opera0ng in a TIME WARP


    Dont acknowledge the growing power of the customers Dont acknowledge the growing power of the channels and other stakeholders Dont acknowledge the new social media world and their growing social responsibili6es

    WE NEED TO.

    Source : Kotler, 2011

    MARKETING 1.0 vs 2.0 vs 3.0


    MARKETING 1.0 Product-centric Marke0ng
    Objec0ve Enabling Forces How companies see the market Key marke0ng concept Company marke0ng guidelines Value proposi0ons Interac0on with consumers
    Sell products Industrial Revolu0on Mass Buyers with Physical Needs Product development Product specica0on Func0onal One-to-Many Transac0on

    MARKETING 2.0
    Customer-oriented Marke0ng
    Sa0sfy and retain the consumers Informa0on Technology Smarter Consumer with Mind and Heart Dieren0a0on Corporate and Product Posi0oning Func0onal and Emo0onal One-to-One Rela0onship

    MARKETING 3.0 Value-driven Marke0ng


    Make the world a beYer place New Wave Technology Whole Human with Mind, Heart, and Spirit Values Corporate , Vision, Values Func0onal, Emo0onal, and Spiritual Many-to-Many Collabora0on

    Source : Kotler, 2011

    Values-Based Matrix Model

    Source : Kotler, 2011

    There are so many brands in some categories that it is difficult to stand out.

    purchasing behavior

    aYen0on

    interest

    desire

    memory

    ac0on

    OLD !

    purchasing behavior

    aYen0on

    interest

    desire

    memory

    ac0on

    aYen0on

    interest

    search

    ac0on

    share

    NEW

    Customer Focused Marketing


    Product Promo6on Price Place Solu6on Informa6on Value Access

    Product Life Cycle

    Source : www.mgt2413.blogspot.com downloaded by May 15, 2012

    THINGS

    10

    11

    12

    13

    14

    15

    The brand name may account for more than half of the brand value on the balance sheet.

    Almost 70% of the market capitaliza6on of such brands as Nike and Prada lie in its intangibles, especially the brand. The former chairman of Quaker Oats said: If the business were split up, I would take the brands, trademarks, and goodwill, and you could have all the bricks and mortarand I would fare be]er than you.

    Within five years, if you run your business in the same way as you do now, youre going to be out of business. Philip Kotler

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