the why - new wave marketing
TRANSCRIPT
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NEW WAVE MARKETING
ByHermawan Kartajaya
Founder and CEO of MarkPlus, Inc
“The World Is Still Round, The Market Is Already Fl at”
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Hermawan Kartajaya is widely known as “ one of the 50 Gurus who have shaped the future of marketing ”
About Hermawan Kartajaya“Hermawan Kartajaya, a world class marketing modeler, has blended the
latest marketing trend with a conceptual foundation.”Philip Kotler
S.C. Johnson & Son Distinguished Professor of International Marketing Kellogg School of Management
“Hermawan Kartajaya is to Asian Marketing what Philip Kotler is to Global Marketing.”
Warren J. Keegan Lubin School Distinguished Professor of Business,
Pace University
“Most of what I know about Marketing, I learned from HermawanKartajaya.”
S. David Young Professor of Accounting & Control, INSEAD Author of EVA and Value Based Management
“The Positioning of Hermawan Kartajaya in Marketing is unique. He is a combined Âproduct of Western Mind, Asia Heart and Indonesian Soul.
Every company must get his advice.”Al Ries
Chairman, Ries & RiesAuthor of Focus: The Future of Your Company Depends on it
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David AakerTim Ambler
Simon AnholtMichael J Baker
Drayton BirdStephen BrownDave Chaffey
Hugh DavidsonLeslie De Chernatony
Mark EarlsBarry J Gibbons
Malcolm GladwellSeth Godin
Dr. Evert GummesonGary Hamel
Sam HillJohn Philip Jones
Hermawan KartajayaBruce KasanoffPhilip J Kitchen
Naomi KlienArdi Kolah
Philip KotlerTheodore Levitt
Martin Lindstorm
Steve Luengo-JonesMalcolm McDonald
Regis McKennaFrederick NewellKenichi Ohmae
Stanley PaliwodaA. Parasuraman
Don PeppersTom PetersNigel PiercyJohn Quelch
Cees Van RielAl Ries
Martha RogersDon E. ShultzPeter Senge
Patricia B. SeyboldJagdish N. ShethRajendra Sisodia
Merlin StoneDavid TaylorJack Trout
Hugh WilsonYoram Wind
Sergio Zyman
The Guru Gallery(CHARTERED INSTITUTE OF MARKETING-UNITED KINGDOM)
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Hermawan Kartajaya is The Recipient of The Distinguis hed Global Leadership Award from Pan-Pacific Business Associat ion, which was presented by Prof. Sang M Lee, in June 2, 2009 in Shenzhen, China
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NEW WAVE MARKETING
ByHermawan Kartajaya
Founder and CEO of MarkPlus, Inc
“The World Is Still Round, The Market Is Already Fl at”
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The Capitalist ManifestoThe New World Economic Order – We Still Need Globali zation and Capitalism!
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Marketing 3.0 – Values-Based MarketingThe New Marketing Order – The Meaning of Marketing a nd the Marketing of the Meaning
• To be launched in June 2010 at Philip & Nancy Kotler Hall, Allen Center, Kellogg School Of Graduate Management, Chicago
• Book is Available at Amazon.com for pre-order
• To be launched in June 2010 at Philip & Nancy Kotler Hall, Allen Center, Kellogg School Of Graduate Management, Chicago
• Book is Available at Amazon.com for pre-order
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Marketing 3.0 – Values-Based MarketingThe New Marketing Order – The Meaning of Marketing a nd the Marketing of the Meaning
DeliverSATISFACTION
RealizeASPIRATION
PracticeCOMPASSION
Profit Ability Return Ability Sustain Ability
Be BETTER DIFFERENTIATEMake a
DIFFERENCE
Mind Heart Spirit
Mission(Why)
Vision(What)
Values(How)
INDIVIDUAL
CO
MP
AN
Y
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Marketing 3.0 – Values-Based MarketingThe New Marketing Order – The Meaning of Marketing a nd the Marketing of the Meaning
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Chaotics Is The New NormalityIt Has Become Difficult To Manage The Business Land scape
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New Wave MarketingWe Need To Adopt A Horizontal Approach For Marketin g
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how
what
whywhy
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Economy
Technology
Market
PoliticalLegal
SocialCulture
The Change DriversSHIFTS are happening in Technology, Political Legal , Economy, Social Culture, and Market
One to ManyOne to Many Many to ManyMany to Many
GovernmentGovernment
GovernanceGovernance
BeliefBelief
HumanityHumanity
CloseClose OpenOpen
G7G7 G20G20
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The New Wave Landscape: From 4Cs To 5CsWe Now Need Connectors
CHANGE
COMPETITOR CUSTOMER
COMPANY
CONNECT
4C LANDSCAPE 5C GLOBOSPHERE
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SOCIALSOCIAL
EXPERIENTIALEXPERIENTIAL
MOBILEMOBILE
The Three Connectors in New Wave LandscapeBeware Of Their Emergence
They’re Here…
…There…
…and Everywhere!
Online &
Offline
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In the New Wave Era, Connectors are Here, There and EverywhereNike Human Race 10K Example
Experiential
Here…
Mobile
…There…
Social
.. And Everywhere
Following races in each city, participants will be treated to an exclusive music concert featuring some of today’s top artists. The race will be open to anyone, anywhere. Runners outside of the 25 race day cities can join by logging into nikeplus.com. With the help of Nike+ and the Nike+ SportBand, every city and every road can become a race-day course.
Beyond running and music, the Nike+ Human Race is also an opportunity to give back. Participants will be able to run for a worthy cause and support the three official Nike+ Human Race charitable partners: the Lance Armstrong Foundation –uniting people in the fight against cancer; WWF - the global conservation organization addressing the causes and impacts of climate change; and the UN refugee agency's million.org campaign – bringing sport and education to refugee youth
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In the New Wave Era, Connectors are Here, There and EverywhereLessons from Obama Campaign
Experiential
Here…
Mobile
…There…
Social
.. And Everywhere
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In the New Wave Era, Connectors are Here, There and EverywhereLessons from Obama Campaign
Marketer % of votes
Obama 36.1%
Apple 27.3%
Zappos 14.1%
Nike 9.4%
Coors 8.7%
McCain 4.5%
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how
what
whywhy
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DIFFERENTIATIONPOSITIONING
BRAND
CONNECTEDCATALYZED
CIVILIZED
CLARIFICATIONOF
PERSONA
CODIFICATIONOF
DNA
CHARACTERWITH CHARISMA
WHAT IS YOUR COLOR?
WHAT IS YOUR COLOR?
WHAT IS YOUR AUTHENTICITY?WHAT IS YOUR AUTHENTICITY?
WHAT IS YOUR AURA?
WHAT IS YOUR AURA?
brand integrity
brand identitybr
and im
age
NEW WAVE MARKETINGFrom PDB to TRIPLE-C
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Case Study 1: The Michelin Man, since 1894Voted as the "greatest corporate identity in history" in a c ompetition sponsored by the Financial Times and the Canadian magazine Re port on Business in 2000
Edouard Michelin, The company’s Chief Executive and the great-grandson of its co-founder: “The Michelin Man is much more than an advertising tool or corporate logo. He has lived through the whole history of the automobile. That gives him a status beyond any other type of corporate logo. He’s alive! “
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Case Study 1: The Michelin Man, since 1894Not only it makes a good product (tire), but makes your life better
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Case Study 2: Obama as The Amazing SPIDER-MAN
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Case Study 3: MTV Logos
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Case Study 4: Mac versus PC
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Case Study 5: BMW vs Mercedes Benz
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howhow
what
why
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The Nine Core Elements of MarketingCompanies need to change their Legacy Approach…
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NEW WAVE MARKETING: The Shifts in ApproachFrom Nine Core Elements to 12Cs
LEGACY MARKETINGLEGACY MARKETING
Segmentation
Targeting
Positioning
MARKETING MIX
Price
Promotion
Branding
Process
Differentiation
Product
Place
Selling
Service
NEW WAVE MARKETINGNEW WAVE MARKETING
Communitization
Confirmation
Clarification
New Wave Marketing Mix
Currency
Conversation
Character
Collaboration
Codification
Co-creation
Communal Activation
Commercialization
Caring
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Case Study 1: Mark Zuckerberg of Facebook
“The next hundred years will be different for advertising, and it starts today." Mark Zuckerberg CEO Facebook
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Case Study 2: Richard Branson of Virgin
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Case Study 3: The One and Only Lexus Gallery in the World (Jakart a, Indonesia)
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LEGACY
SNOW WHITESEVEN DWARFS
NEW WAVE
BUDGET (INVESTMENT)
IMP
AC
T (
RE
TU
RN
)
EF
FE
CIT
IVE
NE
SS
AX
IS
EFFICIENCY AXIS
H
L
HL
In ConclusionIt is about “Low Budget, High Impact” Marketing!
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End