hrcongres dag 2 jan verlinden pepsico

NETWORKS

FOR

BUILDING

BRANDSA FEW CASE STUDIES

JAN VERLINDEN

PEPSICO BELGIUM

TODAY

• The traditional marketing model

• Social media : the new hype or the new marketing model ?

• Case studies : effective network marketing

• Lucky Strike Seattle

• Lays Crunchy Biscuits

• Quaker Oats

• Questions

THE MARKETING

MODEL

“The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.”

Philip Kotler

Better knows : The 4 P’s

• Price

• Promotion

• Place

• Product

GET YOUR

IDEAS TO

SPREAD

THE MARKETING MODEL

THE TRADITIONAL

MARKETING MODEL

Advertising

THE TRADITIONAL

MARKETING MODEL

Advertising

Build

distribution

THE TRADITIONAL

MARKETING MODEL

Advertising

Build

distribution

More sales

THE TRADITIONAL

MARKETING MODEL

Advertising

Build

distribution

More sales

More profit

THE TRADITIONAL

MARKETING MODEL

More

Advertising

More

distribution

More sales

More profit

TRADITIONAL

MODEL

DEAD ?

THE TRADITIONAL

MARKETING MODEL

• Under Threat

• Print : massive shift in consumer behaviour

• TV : from a few channels to 100’s to youtube to netflix

• Digibox

• Rise of ‘social media’

THE BIGGEST CHALLENGE FOR MARKETERS :

HOW DO WE SPREAD OUR IDEAS ?

SOCIAL

MEDIA

THE SOLUTION

SOCIAL MEDIA

How it all started

- Branded websites : Soap opera logic

- Portals : banner advertising

- Second life

- Myspace

SOCIAL MEDIA

All brands want to be there

• Obsession with number of fans

• Facebook algorithm : no access to your fans

VIRAL EFFECT SOCIAL MEDIA

VIRAL EFFECT SOCIAL MEDIA

SOCIAL MEDIA

All brands want to be there

• Obsession with number of fans

• Facebook algorithm : no access to your fans

• Very expensive

• High labour cost : the cost of content + responsiveness

• ROI ?

NETWORK

MARKETING

ALTERNATIVE

HTTPS://WWW.YOUTUBE.COM/WAT

CH?V=ITAHYJ5PVTQ

HOLLYWOOD

TUPPERWARE

CLASSIC CASE

LUCKY STRIKE

PROBLEM SETTING- Very old brand

- Very limited marketing mix available

- Limited product differentiation

- Very strong competition

- Launch market : Seattle

LUCKY STRIKE

- Who are key influencers ?

- How to convert key influencers ?

- Brand ambassadors

- Face 2 face

- Conversation tools

- Sampling

- Social status

LAYS OVEN

CRUNCHY BISCUITS

LAYS OVEN

LAYS OVEN

QUAKER OATS

QUAKER OATS

6 Redenen om Havermout te eten,

1. Havermout verlaagt het cholesterolgehalte

2. Havermout houdt de honger in toom

3. Havermout is lief voor de lijn

4. Havermout bevat antioxidanten

5. Havermout biedt variatie

6. Havermout is snel en eenvoudig

QUAKER OATS

CONCLUSIONS

Traditional marketing is not dead, but…

Social media is important but …

Network marketing could be an effective and efficient tool to complement the marketing mix

-> Can be used for any idea you want to spread

• Employer brand

• Vacancies

QUESTIONS