MARKETING FOR THE FUTURE

Value Exploration, Creation, & Distribution

2002 2003 2004
BAHAN DISKUSI

Marketing Move /El/2003

3 MACAM PENYAKIT ORGANISASI
MARKETING
SELF DIAGNOSIS ORGANIZATION

PERFORMANCE ADAPTABILITY OPPORTUNITY

GAPS GAPS GAPS

• Profitability • Portfolio • Innovation

• Quality Choices • Opportunity Share
• Efficiency • Flexibility
• Cost
• Delivery
• Loyalty Maintenance
Marketing Move /El/2003
 1) Who is involved ?

Corporation
Corporation
Customer
Customer Collaborators
Collaborators

Market
Market
2) How can we define relevant market space ?
Space
Space

Potential
Potential 3) What are the potential opportunities emerging
Opportunities
Opportunities From the market space ?

Business
Business 4) What business capabilities and infrastructure required ?
Investment
Investment

Corporation
Corporation
Customer
Customer Collaborators
Collaborators

Marketing Move /El/2003

 Customer
Customer Core
Core Collaborative
Collaborative
Focus
Focus
Competencies
Competencies Network
Network

Value
Value Cognitive
Cognitive Competency
Competency Resource
Resource
Exploration
Exploration Space
Space space
space space
space

Value Customer
Customer Business
Business Business
Business
Value Value Domain partners
Creation
Creation Value Domain partners

Value
Value
Delivery
Delivery
CRM
CRM ERP
ERP SCM
SCM

Marketing Move /El/2003

 Customer
Customer Core
Core Collaborative
Collaborative
Focus
Focus
Competencies
Competencies Network
Network

Value
Value Cognitive
Cognitive Competency
Competency Resource
Resource
Exploration
Exploration Space
Space space
space space
space

Market Business
Offering Architecture

Value Customer
Customer Business
Business Business
Business
Value Value Domain partners
Creation
Creation Value Domain partners

Marketing Operational

Activities System

Value
Value
Delivery
Delivery
CRM
CRM ERP
ERP SCM
SCM

Marketing Move /El/2003

RANK
Market Business
Offering Architecture

Corporate and
Business Strategies

Marketing Operational
Activities System

Profitability and
Shareholder Value
The case of Cereal Bars

Cereals for breakfast market New category

into STREETS
=
Cereal varieties
The case of Barbie

Baby dolls market Teenager New category

To
feel =
as...

Doll varieties
 Other Examples of Lateral Marketing
 Kinder Surprise = candy + toy.
 Seven Eleven = food + depot.
 Actimel = yogurt + bacteria protection.
 Gas station stores = gas station + food.
 Cyber cafes = cafeteria + Internet.
 “Be the godfather of a kid” = Donation + adoption.
 Huggies Pull-ups = diapers + 3 year olds.
 Walkman = audio + portable
 Insurance = Banks + Travel

 Source: Philip Kotler and Fernando Trias de Bes, Lateral Marketing: A New Approach
to Finding Product, Market and Marketing Mix Ideas (Wiley, 2004)
TEN DEADLY MARKETING SINS
 The firm isn’t sufficiently market-focused and
customer-driven
 The firm doesn’t understand its target customers
 The firm doesn’t monitor its competitors
 The firm mismanages its relationship with
stakeholders
 The firm isn’t good at finding new opportunities
 The firm marketing planning process is deficient
 The firm’s product and service policies need
tightening
 The firm’s brand-building and communications
efforts are weak
 The firm isn’t well organized to carry out marketing
 The firm has not made maximum use of technology