1.0 What is Marketing?

2.0 Are You Listening?

3.0 What’s in a Brand?

4.0 What’s in a Sale?

5.0 Closing

Marketing 101 with An Oilfield Spin

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1.0 WHAT IS MARKETING?

“Because the purpose of business is to create a

customer, the business enterprise has two–and only

two–basic functions: marketing and innovation.

Marketing and innovation produce results; all the rest

are costs. Marketing is the distinguishing, unique

function of the business.”

- Peter Drucker

Marketing’s Role

Marketing is the science and art

of exploring, creating, and delivering value to satisfy the needs of a target market

at a profit.

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Marketing Scope (Ideal)

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Source: Kotler/Keller, Marketing Management

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*Source: Adapted from Kotler/Keller, Marketing Management

Tasks*

Developing marketing strategy and plans

Capturing market insights

Connecting with customers

Building strong brands

Shaping the market offerings

Delivering value

Communicating value

Creating successful long-term growth

Worst Case

Based on budget, then figure it out

Just rely on the sales force feedback

Advertising and trade shows are enough

Brands don’t matter

This is for the engineers to figure out

This is an operational issue

Take orders from regions

Executives are responsible for this

Best Case

Plans based on objectives to formulate the strategy/plans

Use best tools to develop insights from global respondents

Direct customer engagement

Strategy to align messages and experiences is defined

We engage customers for best fit – price, benefits

Customer experience is monitored

Globally integrated marketing program

Global priorities and challenges are framed by marketing

7 Deadly Sins

1. Forgetting to understand your customers

2. Taking orders instead of planning

3. Not monitoring marketing effectiveness and competitive response

4. Not seeking out new market opportunities, continually

5. Ineffectively managing relationships with your internal stakeholders

6. Deploying marketing communications not aligned with the brand

7. Developing programs without considering all of your assets – technology, creative, internal expertise

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Engagement Required

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Listen

Define

Promise

Deliver

Reinforce

2.0 ARE YOU LISTENING?

“Don’t buy market share…figure out how to earn it.”

- Philip Kotler

Listening Overview

• Qualitative

• Quantitative

• Real-time

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Experience Mapping

Awareness Need Execution Retain

How do we raise awareness and interest in our brand?

How do we help prospective customers identify needs and create a case to choose us?

How do we effectively manage projects to scope while exceeding expectations?

How do we encourage customers to continually turn to us as a trusted resource?

Key Touchpoints

Key Touchpoints

Key Touchpoints

Key Touchpoints

Key Touchpoints

Evaluation

How do we help prospective customers evaluate us?

Brand Equity Modeling

Segment Prioritization

Brand Equity Scores

Customer Value Analysis

Perceptual Map

Real-Time Dashboards

Word of Mouth Monitoring

Social Media Monitoring and Service

Recovery Insights

Dashboard

3.0 WHAT’S IN A BRAND?

“Your premium brand had better be delivering

something special,

or it’s not going to get the business.”

- Warren Buffett

What is a Brand?

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A Brand IS NOT…

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Keys

A strong brand

delivers a superior experience,

based a resonant promise

that matters to customers

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Brand Positioning

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Aligning Brands Monolithic Endorsed Freestanding

Naming Identity Visuals Messaging

Means of Alignment

“Branded House” “House of Brands”

Service Delivery

4.0 WHAT’S IN A SALE?

“DON’T BUY MARKET SHARE…FIGURE OUT HOW TO EARN IT.”

- PHILIP KOTLER

“All business success rests on something labeled a sale,

which at least momentarily weds company and customer.”

- Tom Peters

Examining Trade-offs

Logit regression estimates the relative importance (“utility”) of each attribute.

Analysis 2.

Utility Scores for Each Attribute

Market Simulations

Purchase likelihood and share of preference are then characterized across segments.

3.

Share of Preference

Simulated intentions to visit provide data on convenience, price, performance, location, brand tradeoffs

Survey 1.

Choice Simulation

Brands vs. Products

PRODUCT

A brand is more than a product, as it can have dimensions that

differentiate it in some way from other products designed to satisfy

the same need.

BRAND

Some brands create competitive advantages with product performance;

other brands create competitive advantages through non-product-related

means.

Strategic Marketing Planning

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5.0 CLOSING

Summary

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Marketing organizations play a key role in understanding and persuading customers.

Brand management is critical to differentiate products and services in a competitive market.

Product commercialization is one of the key marketing functions that can isolate ROI.

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Benchmarking

Aligns the culture Creates a shared vision

Builds trust on all levels

Models moral behavior

Advocates for the customer

Motivates the heart

It Begins With You

Challenges the status quo

Develops and enables others to act

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Transformational leadership is the process whereby a person engages others and creates a connection that raises the level of motivation and morality in

both the leader and the follower (Northouse).

Contact

John McKeever

Executive Vice President

jmckeever@endeavormgmt.com

800-846-4051

Endeavor Management is a management consulting firm that leads clients to achieve real value from their strategic transformational initiatives. Endeavor serves as a catalyst by providing the energy to maintain the dual perspective of running the business while changing the business through the application of key leadership principles and business strategy. The firm’s 40 year heritage has produced a substantial portfolio of proven methodologies, enabling Endeavor consultants to deliver top-tier transformational strategies, operational excellence, organizational change management, leadership development and decision support. Endeavor’s deep operational insight and broad industry experience enables our team to quickly understand the dynamics of client companies and markets. Combined with our Gelb Consulting experience (founded in 1965) we also offer clients unique capabilities that focus their marketing initiatives by fully understanding and shaping the customer experience through proven strategic frameworks to guide marketing strategies, build trusted brands, deliver exceptional customer experiences and launch new products. Our experienced consultants and analysts use advanced marketing research techniques to identify customer needs and spot high potential market opportunities.

2700 Post Oak Blvd Galleria Tower 1, Suite 1400 Houston, TX 77056 +1 713.877.8130 www.endeavormgmt.com

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