hrcongres dag 2 jan verlinden pepsico
TRANSCRIPT
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
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