Основы "маркетинга один-на-один"
DESCRIPTION
TRANSCRIPT
Lecturer: Vasiliy Staros1n, PhD, State University of management (Moscow, Russia)
• Crowded market
• Increase in buying power
• Emerging industries
• Wide range of brands to choose from
• A great amount of info about products
2 Vasiliy Staros?n
OLD system • Mass produc?on • Standardized products • Long PLC • Average customer • one-‐2-‐many
communica?ons • Long NPD cycle
NEW system • Product personaliza?on • Personalized products • Short PLC • Individual customer • one-‐2-‐one
communica?ons • Long-‐term rela?onships
3 Vasiliy Staros?n
Mass offerings =
Averaged product for
Averaged customer
“In terms of rela1ons between company and customer, the absolute majority of consumers expect companies
treat them as an individual not as a segment or target” (Brǿndmo, 2004)
4 Vasiliy Staros?n
One-‐2-‐one marke?ng. Preface
• Oversegmenta?on (Kotler, 2005)
• Customer variability*
• Syndrome of sophis?cated customer
* See Maslow
6 Vasiliy Staros?n
Customer-‐centric Customer focus Customer in?macy Customer-‐driven Personal touch Individualized approach
7 Vasiliy Staros?n
The challenge for the companies is the reten?on of customers instead of geRng new clients.
CLV concept (customer life?me value)
8 Vasiliy Staros?n
9 Vasiliy Staros?n (c)
One-‐way interrup5on marke5ng is yesterday’s message
(Seth Godin) • You are watching your favorite TV show • You are reading an interes1ng ar1cle • You are listening to the radio
1. Marke5ng simply meant adver5sing 2. Adver5sing needed to appeal to the masses 3. Adver5sing relied on interrup5ng people to get
them to pay aDen5on to message 4. Adver5sing was one-‐way: company-‐to-‐
consumer 5. Adver5sing was exclusively about selling
products 6. Adver5sing and PR were separate disciplines
run by different people with separate goals, strategies and measurement criteria
10 Vasiliy Staros?n (c)
1. Marke5ng is more than just adver5sing 2. You are what you publish 3. People want authen5city, not spin 4. People want par5cipa5on, not propaganda 5. PR is not about your boss seeing your
company on TV!
11 Vasiliy Staros?n (c)
“The marketer with the greatest scope of informa?on about each par?cular customer with the most extensive and in?mate rela?onship will be the more efficient compe?tor”
(Peppers, Rogers; One2one future)
12 Vasiliy Staros?n
Why will you purchase? 2008 2007
Value 80% 81%
Required 51% 56%
Replacement 30% 30%
Child wanted it 21% 26%
Trendy/Fashionable 18% 22%
Influenced by friends 4% 4%
Source: NPD
13 Vasiliy Staros?n
Defining the audience and geRng the info
Assessing opportuni?es and competences
NPD and posi?oning
Deal and delivery
Support and post-‐sale service
Evalua?on and further improvement
GeRng the info
Compare alterna?ves
Assess and making a choice
Order and purchase
Acquiring the product
Authoriza?on and payment
Evalua?on and feedback
SELLER
BUYER
(adopted from Ke-nger, Hachbarth, 1997)
14
1. Shifing from mass communica?on towards personalized contacts
2. Customers become ini?ators 3. Integrated approach 4. Ac?ve customer involvement 5. Massive usage of IT
15
16
Decoding problems Feel the difference
It’s all about percep?ons
One-‐to-‐one marke?ng. Analy?cal steps
Personaliza?on involves tailoring any or all aspects of the marke?ng strategy for each consumer.
These strategic decisions could involve promo?onal ac?vi?es including adver?sing (Nuzum, 2002), distribu?on (Lardner, 1999), pricing (Cortese, 1998; Stellin, 2000) as well as the product (Rich, 2001).
21 Vasiliy Staros?n
Barriers for product personaliza5on
1. Absence of corporate resources and competences
2. Level of customers’ professionalism
3. Cost control and efficiency
4. Compe??ve rivalry
22
Challenges
Degree of customiza?on
Customer involvement procedure
Vasiliy Staros?n (c)
Macro-‐level
Meso-‐level
Micro-‐level
Product-‐level
• Economic environment • Socio-‐cultural issues • Technology development
• Compe??ve environment • Customer professionalism • Demand condi?ons • Support industries
• Resources and competences • Research and development • Product porkolio • Corporate coordina?on
• Customer involvement • Product modularity • Product life cycle
23 Vasiliy Staros?n (c)
Vasiliy Staros?n (c) 24
Developing personalized marke?ng programs is not limited only by product customiza?on. It implies adop?ng all the elements of marke?ng mix to a par?cular customer.
Product
Price
Promo?on
Place
Physical assets
Personnel
Process
Packaging Choose the most relevant elements for adapta?on
25 Vasiliy Staros?n (c)
Product personaliza?on methods
27 Vasiliy Staros?n (c)
One-‐to-‐one marke?ng advocates tailoring of one or more aspects of the firm’s marke?ng mix to the individual customer
(Peppers and Rogers 1997; Peppers et al. 1999; Shaffer and Zhang 2002).
The tailoring of a firm’s marke?ng mix to the individual customer is the essence of one-‐to-‐one marke?ng.
28 Vasiliy Staros?n (c)
• Allows firms to increase demand by contac?ng customers that were not served by serial standard products
• “Allows firms to obtain the surplus from the inframarginal customers, that are willing to pay more for products which match their needs” (Syam and Kumar, 2006)
• Creates brand iden?ty in terms of product specializa?on and generates brand’s added-‐values
• Full range of customers’ benefits it terms of sa?sfying their needs and matching their expecta?ons
29 Vasiliy Staros?n (c)
is a corporate philosophy which treats customers as individuals rather than representa?ves of target audiences.
30
Features
Product adapta?on Personal fit Customer
involvement
Vasiliy Staros?n (c)
Personalized product proposi?ons
Day-‐to-‐day products
Standard products with individual
services
Products assembled to order
Products developed to order
31 Vasiliy Staros?n (c)
Methods
Customize product
Personalize services around the product
Customiza?on implies physical transforma?on of a product while services could be personalized by adap?ng to par?cular customer
32 Vasiliy Staros?n (c)
HARD -‐components
SOFT -‐ components
Dimensions, materials, func?onality, design, iden?ty etc.
Consultancy, assistance, financing, warranty, delivery, afer-‐sales service etc.
33 Vasiliy Staros?n (c)
Vasiliy Staros?n (c) 34
HA
RD
–
Size and shape Key dimensions
Materials
Functionality Basic and optional components
Programm components
Authentic and style Design, interior and exterior
Identity and uniqness Personal attributes Packaging Documentary
SOFT
–
Purchase conditions
Consultancy Accessibility; availability
Organization and purchase servicing Payment and proceeding Delivery
Post-purchase service
Marke?ng
Produc?on
IT
35 Vasiliy Staros?n (c)
36 Vasiliy Staros?n (c)
Expert
Module
Mixed
Cosme?c
Producer specifies the extent and components. Taking the responsibility. Role of Market research. Number of
models
Most popular way. Depends on product modularity.
Limited number of module‘ variants. Combining.
Most popular way. Depends on product modularity.
Limited number of module‘ variants. Combining.
Requires minor product changes. Design, packaging, color and style adapta?on.
Creates visible effect.
37 Vasiliy Staros?n (c)
Product set is a complex proposi5on which stands as an object of purchase. Product set includes physical product and product’ surroundings as: services, purchase condi5ons, nego5a5ons and any other intangible components.
Individual services: addi5onal ac5vi5es which complement the purchase. The may include staff assistance, delivery, final adapta5on, warrantee etc. Individual services depend on type of the product and nature of the market. Addi5onal op5ons: set of op5ons may adapt standard product to the individual requirements of customers. In this case the variety of op5ons is crucial indicator. Individual purchase condi5ons: relate to procedures of the purchase. Sedng the appropriate order of purchase phases for making the process adapted to par5cular customer. Instruments: nego5a5on process, pricing and payment, informing the customer etc
38 Vasiliy Staros?n (c)
Standard product
Individual services
Individual purchase condi?ons
Addi?onal op?ons
Standard product
Individual services
Addi?onal op?ons
Standard product
Individual services
Individual purchase condi?ons
Standard product
Individual services Standard product
References
Peppers, J. Rogers J.Pine M. Lindstrom De Chernatony M. McDonald