visionary marketing
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Prof.dr. Henry RobbenNyenrode Business Universiteit
h.robben@nyenrode.nlwww.henryrobben.com
©Henry RobbenNOTE: The actual presentation contains more slides than there are in your handout
Know thy customer...
An industrial company enables the competitiveness
of its customers
Industrial
Company
Company's
Customers
Customers of
Customers
... hence creating profitable sales
for itself
Figure 2.4Perspectives on Derived Demand in Business Markets
... hence leading to more (less)sales of the industrial company's
products and services
More (less) demand by end customers, leads to more (less)
demand by the direct customers...
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Visionary Marketing.
! This new book by Moenaert, Robben and Gouw is now available. A great support during the process of developing your own business roadmap.
!
! VISIONARY MARKETING
! Building Sustainable Business
! isbn 978 90 209 7698 4
! publisher LannooCampus
! Says Philip Kotler:
! “Visionary Marketing will recharge your marketing battery”!
Marketing=
BuildingSustainableBusiness
MarketMaking
MarketFarming
MarketHunting
The Essence of Marketing.
Market
Hunting
Is about acquiring the right customers.
Market
Farming
Is about retaining the right customers, and create up- and cross-selling.
Market
Making
Is about developing the customer value proposition and determining the hunting grounds for your organization.
How far should you go in customer service?
Value Is Created By Fulfilling Needs.
Needs
Symbolic
needs
Functional
needs
Experiential
needs
Next: Photo
Creating Value Is A Multi-layered Process.
Your Company
Customer
Needs to Create
Value For Your
While Appropriating
Value For Who is the customer?
What is value to whom?
Who owns the customer?
You need an integrated image of your
customer!
Market Making: Customer Value Proposition.
Environmental
Safety
Styling &
Design
Functional
performanceCompatibility
User
convenienceServiceability
Pre-transaction
processes
Transaction
processes
Switching
cost
Product
image
Corporate
Reputation
Reliability &
Consistency
Acquisition
costDisposal
cost
Operating
cost
Professionalism
Post-transaction
processes
Market
presence
Empathy
User
community
Bundling &
Complementarities
Needs
Symbolic
needs
Functional
needs
Experiential
needs
Product
Service
Price Image
Customer
Process
Benefits O"ered
Brand
image
Moenaert, Robben, & Gouw
Market Hunting…How do we compete?
The hunting strategy.
Where do we want to compete? The
hunting grounds.
“Between 65% and 85% of the customers who change
suppliers are in fact satisfied with their previous supplier”
Reichheld
Market Farming.
Satisfaction versus Loyalty.
Loyalt
y
Satisfaction
1 2 3 4 5 6 7 8 9 10
Non-competitive
Zone
Highly Competitive
Zone
CS ! Loyalty !
Advocacy.
Satisfaction License to enter
Loyalty License to excel
AdvocacyLicense to lead
Persuading The Customer / 1.
Persuading The
Customer / 2.
#
• Product/ServiceThe core functional product or service your company offers
• Customer ProcessThe company/customer- interaction process, as perceived by the customer, by means of which your company identifies, builds and maintains relationships with its customers and delivers its offering
• PriceThe financial and non-financial costs your customers make in order to own or consume your products/services
• ImageThe beliefs, images, ideas or impressions the market holds about your company and/or the products you offer
Customer Process
Price
Image
Product/Service
© Moenaert, Robben & Gouw
Customers’ Outlook on Differentiating Advantage
(The CODA-model)
Market Leaders Change the Rules of
the Market or Excel at Them.
The Importance Of
Customer Processes…
Three Questions.
• Is your company a company that:
• wonders what happened?
• watches things happen?
• makes things happen?
Efficient& Customized
Convenience24/7
CompetitivePrices
Image :The proactive,
trustworthyPhonebank
Awareness(45 %)
Presscampaigns
Qualityawards
Word-of-mouth
recommendations
Successfultrack record
CustomerSatisfaction
(delight)
Leeds Workforce(empathy; language)
StaffRecruitment &
Training
Teams
Rotation
Employeesatisfaction
Cross-Selling
LimitedStaff
ACD : AutomaticCall Distribution
MidlandTechnologyBase (ATM)
HealthyCustomerBase (50 %
Acceptance)
Leedslocation
BRs handle 85%of inquiries
Hotdesking
Centralizedoffice
MINDICT Supervisors
AppropriabilitySuperior
Resources
Non-
SubstitutabilityInimitability
Efficiency Durability
Value@Customer
(Delivery)
Value@Company
(Capture)
Barriers@Competition
(Shelter)
SCA
© Moenaert, Robben, & Gouw
The Commodity Magnet Kicks In When You Do Not Have Competitive
Advantages.
Price
Cost-to-Serve
high
low
low high
$$Di"erentiation : Leverage
R.I.P.Stagnation : Demands$
Imitation :Choice
Competitive Advantage :Using scale and experienceto leverage with maximummargin to other customers
Competitive Imitation :Customers have a choice
between multiple suppliers
Competitive Standardization:Customers have a choicebetween standard o"ersand formulate demands
(Moenaert, Robben, & Gouw)
Building
Sustainable
Business With The
Right
Customers
Rip-Off
Idiot
Lobotomy
Drifting
Tredmill
Losing
Value Creation/Capture Business Exploitation/Exploration
Value@Company
Value@Customer
Changing the Business
Running the Business
© Moenaert, Robben & Gouw
Do you have the right resources to get the right image of your customer?
The Marketing Strategy Transformation Process.
The
Present
Business
Model
The Future
Business
Model
From Volume...
...to value.
“Good fortune is when opportunity meets planning”
T.A. Edison
“Growth for growth’s sake is the ideology of the
cancer cell” Edward Abey
“Strategy is not right or wrong.Strategy is a choice”
Ludo Wyngaarden
“Thinking is easy, acting is difficult, and putting one’s thought into action is the
most difficult thing in the world”J.W. von Goethe
The Business Roadmap:
What Do You Need To Do, and With Which Resources
Do You Do It?
What is it that your customer needs?
‘If you do what you always did,
you will get what you always got’
(Albert Einstein)
Or, what is more likely,much less and less!
(Moenaert, Robben, & Gouw)
Thank you for your patience...
Have a great and inspiring meeting!
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