elizabeth krueger ignite 3 20-2011
DESCRIPTION
Ignite presentation of Kotler & Keller's view of holistic marketing.TRANSCRIPT
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Holistic Marketing, Kotler and Keller Style
Holistic Marketing
Cultivators Liz Krueger
March 20, 2011
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From Marketing as Middleman
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To Marketing as Integrator
Unified Voice
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Internal Marketing
“Only when all employees realize their job is to create, serve, and satisfy customers does the company become an effective
marketer.”
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Integration & Internal Marketing
• Kotler & Keller customer-focus assessment tool, p 628
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How Should Marketing be Organized?
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Organizations Vary
• Functional structure most common– Easy to manage– Must balance
demands across the organization
• Specialists– Geographic/regional– Market segment (e.g.,
government, B2B, consumer)
• Matrix marketing with links back to “center of excellence”
• Product or Brand structure for large/diverse product organizations
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Brand and Category Management
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Category Management
• Brands– Hershey’s– Reeses– Mounds– York– Kit Kat– Twizzler– Jolly Rancher
• Categories– Chocolate Candy– Sugar Confectionary– Gum & Mint– Baking & Pantry– Snacks
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Brand Management
• Kashi Products
– Hot Cereal– Cold Cereal– Snack Bars– Crackers– Entrees– Pizza– Cookies– Pilaf– Waffles
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Creative Marketing Required
• Develop company-wide passion for customers
• Organize around customer segments instead of products
• Understand customers through qualitative and quantitative research
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Create and Innovate• Foster creativity
– Teach and use creativity techniques
– Note trends & brainstorm implications
– Look for ideas everywhere
• Support innovation – Hire diversity– Bring in outside
creative groups– Include all
departments and levels in generating ideas
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Effective Execution
• Automate routine processes and templates
• Capture and share best practices
• Continuously improve
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Execution Measurement
• Measure marketing returns– Market share– Marketing expense/sales ratio– Overall marketing profitability analysis
• Embed the discipline in your organization• Conduct periodic, comprehensive audits of
marketing effectiveness
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Socially Responsible Marketing
“It’s a Bowl Full of Wholesome” – McDonald’s marketing
“How to Make Oatmeal . . . Wrong” – Mark Bittman, NY Times
“Firms of Endearment” spend less and make more
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Corporate Social Marketing
• Marketing in support of a non-economic cause or objective
• Cause must be aligned with company products and services to avoid being seen as self-serving
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Cheerios Social Marketing
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Holistic Marketing
• Consistency and alignment– With CSR– Internal marketing
• Messages from within – or in keeping with the food theme “you are what you eat”
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Key Points for Effectiveness
• Marketing imbued throughout the organization
• Internal marketing and alignment of principles and values
• Execution excellence and tools• Gain advantage from CSR orientation• Use social and cause marketing
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Holistic Social Marketing Applied