MARKETING FOR THE FUTURE

Value Exploration, Creation, & Distribution

By : Martani Huseini

2002

2003
BAHAN DISKUSI

2004

Marketing Move /El/2003

Marketing Move /El/2003

1) Who is involved ?
Customer
Corporation

Collaborators

Market Space

2) How can we define relevant market space ?

Potential Opportunities

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

Business Investment

4) What business capabilities and infrastructure required ?

Customer

Corporation

Collaborators

Marketing Move /El/2003

Customer Focus

Core Competencies

Collaborative Network

Value Exploration

Cognitive Space

Competency space

Resource space

Value Creation

Customer Value

Business Domain

Business partners

Value Delivery

CRM

ERP

SCM

Marketing Move /El/2003

Customer Focus

Core Competencies

Collaborative Network

Value Exploration

Cognitive Space

Competency space

Resource space

Market Offering
Value Creation

Business Architectur e

Customer Value

Business Domain

Business partners

Marketing Activities
Value Delivery

Operationa l System

CRM

ERP

SCM

Marketing Move /El/2003

RANK

Market Offering

Business Architecture

Corporate and Business Strategies
Marketing Activities Operational System

Profitability and Shareholder Value

The case of Cereal Bars

Cereals for breakfast market

New category

into
Cereal varieties

STREETS

=

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

Sign up to vote on this title
UsefulNot useful