Philip Kotler Presentation on ASEAN Marketing Summit 2015
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This document summarizes key points from a presentation by Philip Kotler on rethinking marketing strategies towards the ASEAN Economic Community. It discusses several challenges facing modern marketing like globalization, digitalization, and consumer empowerment. It also outlines strategies for organizations to move from traditional to digital marketing, build effective marketing organizations, and adopt marketing practices focused on corporate social responsibility.
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Philip Kotler Presentation on ASEAN Marketing Summit 2015
- 1. RETHINKING MARKETING TOWARDS ASEAN ECONOMIC COMMUNITY PHILIP KOTLER S.C. Johnson & Son Distinguished Professor, Kellogg School of Management, Northwestern University JAKARTA | OCTOBER 9, 2015
- 2. MANAGING THE NEW MARKETING MEETING THE GLOBAL CHALLENGES 1 BUILDING YOUR MARKETING ORGANIZATION 2 MOVING FROM TRADITIONAL TO DIGITAL MARKETING MARKETIN G3 MOVING TO MARKETING 3.0 AND CORPORATE SOCIAL RESPONSIBILITY 4
- 3. 1 MEETING THE GLOBAL CHALLENGES
- 4. 1 MEETING THE GLOBAL CHALLENGES • • • • • • • • • • • Globalization and Chindia Regional trade associations Internet and digital media Hypercompetition Shorter product life cycles Commoditization Retail transformation Media proliferation Environmental concerns Consumer empowerment Slow economic growth
- 5. COMPANY RATE ?HOW DOES YOUR Finding New Opportunities Using Marketing Research and Innovating Successfully Marketing Analytics Using Communications Effectively Running Your Sales Force Effectively Running Your Distribution Channels Effectively Having a Well-Thought-Out Marketing Strategy Being Well Organized for Marketing 45 is maximum 1 2 3 4 5
- 6. ON FINDING NEW OPPORTUNITIES • Are there opportunities in old industries? – Yes, Starbucks, Zara, Zappos • Are there opportunities in new industries? – Yes, software and apps, robotics, nanotechnology, bioengineering, 3D printing, • Are there new opportunities in other countries? – Yes, someAsian countries are growing andAfrica is the next frontier • Are there new opportunities in the lower end of the market? – Yes, in producing lower cost products:Tata Nano car for $2,000, $100 computer, sneakers for $1 • Are there new opportunities in the higher end of the market? – Yes, China and Russia now have so many new millionaires • Are there new opportunities in specific sectors of the economy? – Yes, health, education, energy
- 7. INNOVATIONS ?ARE THERE STILL • Digital wallet • Uber, abnb and…. Zip cars • Single serve coffee maker • Kidzania • IBMsWatson • Warby Parker eye glasses at $95 • “Reverse innovation” • “Free marketing” • Nike+ (platforms)
- 8. Disruptive Technologies DISRUPTIVE INNOVATION WILL FACE YOU • • • • • • • • • • Photographic film Wired telephones Store retailing Classroom education Offset printing General hospitals Open surgery Cardiac bypass surgery Manned fighters Full service stock brokerage • • • • • • • • • • Digital photography Mobile telephones On-line retailing Distance education Digital printing Outpatient clinics Endoscopic surgery Angioplasty Unmanned aircraft On-line stockSource: Clayton M. Christensen, The Innovator’s Dilemma, p. xxix. ; google.com OLD NEW
- 9. NEEDED TOOLS ! Vulnerability analysis Opportunity analysis Scenario planning
- 10. BUILDING YOUR MARKETING ORGANIZATION 2 Linden and Chris Brown, The Customer Culture Imperative, McGraw Hill, 2014
- 11. WINNING AT MARKETING ISTHEREANY DIFFERENCE BETWEE N SELLING & MARKETING ? YES SELLING IS MILLIONS OF YEARS OLD MARKETING IS 110 YEARS OLD
- 12. WHO WAS THE FIRST SALES PERSON ?
- 13. MARKETING STARTED BECAUSE SALES DEPARTMENTS NEEDED OTHERS TO: Conduct consumer research Prepare brochures and other promotions Find Leads
- 14. THE SALES FUNNEL PURCH ASE INTEN TION CUSTO MER ADVO CACY PURCH ASE LOYA LTY IN G PRES EN- & ISSU E NEGO TIA-IN G IN G NEE DS MENTA TION PROSPECT- QUALIFY- DEFINING DEVELOP- PROPOSAL REVISION CONTRACT IMPLE- SOLUTION TATION RESOLUTION TION
- 15. THE MARKETING & SALES FUNNEL BRAN D CONSI DE- RATIO N BRA ND PREF ER- ENCE CUSTO MER AWARE NESS BRAN D AWARE NESS PURCH ASE INTEN TION CUSTO MER ADVO CACY PURCH ASE LOYA LTY MARKETING SALES HANDOFF
- 16. SIX WAYS TO IMPROVE MARKETING / SALES ALIGNMENT 1. Hold regularly scheduled meetings between marketing and sales. 2. Make it easier for marketing and sales people to communicate with each other. 3. Arrange for more joint work assignments and job rotation between marketing and sales people. 4. Appoint a liason person from marketing to live with the sales force help marketers understand sales problems better. and 5. Set shared revenue objectives and reward systems. 6. Improve sales force feedback.
- 17. MARKETING’S CHANGING FOCUS 1950 - 1970 PRODUCT ORIENTATION 1970 - 1990 CUSTOMER ORIENTATION 1990 - 2010 BRANDING ORIENTATION 2010 - 2015 VALUE & VALUES ORIENTATION CO-CREATION & CROWDSOURCING ORIENTATION 2015 - 2020
- 18. MARKETING’S EVOLVING CUSTOMER VIEW 1 FOCUS ON TRANSACTIONS FOCUS ON CUSTOMER RELATIONSHI PS 2 FOCUS ON ENGAGING AN D3 CUSTOMIZING FOR EACH CUSTOMER
- 19. ON USING MARKETING RESEARCH & MARKETING ANALYTICS • New in Marketing Research – Ethnographic marketing – Neural scanning – Metaphor analysis • New in MarketingAnalytics – – – – Predictive analytics Cluster analysis Marketing mix modeling Big Data analysis: By processing a steady stream of real-time data,organizations can make time-sensitive decisions faster than ever before, monitor emerging trends,course-correct rapidly, and jump on new business opportunities. One on one marketing:“We can tell you what music you are likely –
- 20. DATA BROKER INDUSTRY LISTS
- 21. KOTLER RECEIVES A LETTER FROM A DATA BROKER • Hi, I hope you are doing fine. I am checking in to see if you are looking for marketing and data partners/supplier.We are providing b2b and b2c lists with email addresses and other information worldwide.We have 40 million b2b and 250 million b2c records across the world with their email addresses and other details. • The list can be used for multi-channel marketing purposes like telemarketing, fax marketing, direct marketing and email marketing.We can be your partners and would be happy to work with you as your back end partners.
- 22. JOB POSITIONS IN TODAY’S MARKETING ORGANIZATION • Chief Marketing Officer (CMO) or MarketingVice President Brand managers Category managers Market segment managers Distribution channel managers Pricing managers Marketing communication managers Database managers Direct marketers Internet and social media managers Etc. • • • • • • • • • •
- 23. FOUR CEO VIEWS OF MARKETING Much depends on the CEO’ s viewof marketing . • 1P • 4P • STP • ME CEO CEO CEO CEO The size and type of department depends on the type of industry, size of company,nature of buying,and other factors.
- 24. WHAT ARE THE SIX TASKS OF THE CMO? Represent the voice the company and champion the build loyal customers. of the customer (VOC) to others in development of a strong customer-orientation to 1. Monitor the evolving business landscape and gather customer insights to help develop new products and services for achieving growth objectives. 2. Be the steward of the corporate brand and brand-building practice. 3. Upgrade marketing technology and skills in the company. 4. Bring insight into the corporate portfolio and synergies. 5. Measure and account for marketing financial performance and contain media and other service costs. 6.
- 25. IF YOU ARE APPOINTED CMO, YOU PREFER THAT YOUR OFFICE BE LOCATED NEXT TO: 1 . CEO office 2 . CFO office ? ?3. CTO office 4 . CIO office 5 . VPS office
- 26. THE FOUR TASKS OF HOLISTIC MARKETING
- 27. CAN MARKETING HELP GROW COMPANY’S FUTURE? THE – Marketing is in the best position to detect business opportunities, calibrate their size and estimate their likely profitability. – Marketing manages important intangible assets (brands, customer relationship, networks, market position, market information) Is Marketing only a Cost Center? NO. Marketing Can Help the Company Grow its Future!
- 28. EXAMPLES OF GREAT MARKETING VISION Leader Brand Mission andVision Ingvar Kamprad IKEA Make stylish furniture affordable Richard Branson Virgin Bring excitement in boring industries Walt Disney Walt Disney Create magical world for families Herb Kelleher Southwest Airlines Make flying possible for many people Anita Roddick The Body Shop Embed social activism in business Bill Gates Microsoft Realize ubiquitous computing Steve Jobs Apple Transform how people enjoy technology Jeff Bezos Amazon.com Provide the biggest selection of knowledge delivered conveniently
- 29. FIVE SHIFTS Driving business Impact • Creating Marketing Strategies1st Shift Galvanizing your network • Controlling the message2nd Shift Pervasive innovation • Incremental improvement3rd Shift Inspiring marketing excellence • Managing marketing investment4th Shift Relentless customer focus5th Shift • Operational Focus
- 30. MOST COMPANIES ARE SHORT-LIVED • Average company may last from 10-20 years. – Hypercompetition – Changing buyer wants and budgets – Lack of an innovation culture – Short term focus and failure to invest in a longer term performance • Yet some companies have endured for hundreds of years. WHAT ARE THEIR SECRETS?
- 31. TRAITS OF LONG-LIVING COMPANIES • In Living Companies, Arie de Geus found that 30 companies have been around at least 100 years, including DuPont,W.R. Grace,P&G, Mitsui, Sumitomo,and Siemens. • Four traits of Living Companies: – Conservatism in financing – Sensitivity to the world around them – Awareness of their identity – Tolerance of new ideas • Four priorities: – Valuing people, not assets – Loosening steering and control – Organizing for learning – Shaping the human community
- 32. HYPOTHETICAL STARBUCKS BRAND POSITIONING BULLSEYE BRANDING IS KEY: TH E CASE OF STARBUCKS Contemporary ThoughtfulCaring Stock options/ health benefits or baristas 24 hour training of baristas Fairly Priced Responsible, locally involved possible Brand MantraRelaxing, rewarding moments Rich, Rewarding Coffee Experience Fresh high quality coffee Triple Filtrated water Totally integrated system Varied, exotic coffee drinks Rich sensory consumption experience Convenient, friendly service Siren logo Green & Earth Colors Consumer Need State Desire for better coffee and a better consumption experience Competitive Product Set Local cafes Fast food & convenience shops Consumer Takeaway Starbucks gives me the richest sensory experience drinking coffee Consumer Target Discerning Coffee Drinker Consumer Insight Coffee and the drinking experience is often unsatisfying
- 33. B2B COMPANIES TURN TO BRANDING 33
- 34. INGREDIENT COMPANIES TURN TO BRANDING Clothing Carpets Diet Soft Drinks Cooking Utensils Bicycle Gears Sound Systems Computer Chips Crystal Component 34
- 35. "The more profoundly and systematically B2B companies familiarize themselves with and accommodate their customers’ functional, emotional and strategic needs, the more powerful they are on the market. Top brands are professionally and passionately tuned in to their customers. Sales, Project Management, Marketing, R&D, Production and Purchasing work in concert to drive customer success, always with an eye to the future.”
- 36. MARKETING FORGES AHEAD • Commercial marketing • Place marketing • Person marketing • Social marketing • Political marketing
- 37. 3 MOVING FROM TRADITIONAL TO DIGITAL MARKETING
- 38. FROM TRADITIONAL TO DIGITAL MARKETING • • • • • • • • • • • • • Face-to-face sales calls Trade fairs Leaflets, posters, brochures Billboards Newspapers and magazines Direct mail and catalogs Telephone Radi o TV Film Sponsorships Street level promotion and festivals Product placement • • • • • • • Websites Email Banners and pop-ups Podcasts Webcasts Videocast s Expressive social media (Blogs, Facebook,Twitter,, Linkedin,YouTube) Collaborative social media (Wikipedia, Rotten Tomatoes, Craigslist) Mobile marketing • • TRADITIONAL MEDIA DIGITAL MEDIA
- 39. WILL YOUR INDUSTRY BE THE NEXT INDUSTRY TO CRUMBLE?
- 40. ON USING COMMUNICATIONS EFFECTIVELY - 1 • Digitalization has led to the death of Kodak and music stores and the near death of bookstores and newspapers. • Digital products are much cheaper to produce and distribute. • Companies need to master several new digital tools:– Computers, databases, programmable devices, software, Internet, smart phones, apps, social media, Big Data, the Cloud, the Internet of Things, real time decision making • Yet companies are slow to master the new digital tools– According to a 2013Adobe Survey, 76% say marketing has changed more in the last two years than in the last 50 years. – Only 9% strongly agree “I know our digital marketing is working” – 60% say digital marketing approaches are in a constant cycle of trial and error
- 41. EFFECTIVELY -2ON USING COMMUNICATIONS • The new media must be blended with the old media in a mutually reinforcing way. • Companies like P&G say that 25- 35% of their budget now goes into new media.• Companies have to get better at search engine optimization (SEO)• Be aware that Big data requires a dramatic change in skills, leadership, organizational structures,
- 42. POWER IS SHIFTING TO THE EMPOWERED BUYERS • A majority (58%) of all consumers now research products online before purchasing. In searching for a car, you go first to your friends for their ideas.Then you go to expert sites to see car ratings. Then you go to Google to find the best dealers. • 65% ofAsian Pacific consumers use online services to locate nearby products and brands. • 70% ofAmericans say they look at online product reviews before making a purchase. • 79% of consumers say they use a smartphone to help with shopping. Watch for mobile marketing. • B-to-B buyers don’t even want to see salespeople anymore.
- 43. MARKETERS ARE UNDERPREPARED • Only 26% of CMOs are tracking blogs, 42% are tracking third party reviews and 48% are tracking consumer reviews. Yet tracking these sources could provide insight into what customers want and buy. • 80% of CMOs are still focusing primarily on traditional sources of information such as market research and competitive benchmarking.68% rely on sales campaign analysis. • They don’t understand the younger generation (Millennials) in the U.S. and the emerging middle class in developing countries. Marketers in India have been focusing on affluent Indian consumers rather than on the Indian emerging middle class. Source:The 2011 IBM Global CMO Study of 1,734 CMOs in 19 industries and 64 countries, November 2011.
- 44. CMOs NEED TO BE MORE FINANCIALLY ACCOUNTABLE • 63 percent of CMOs believe ROMI will be the most important measure of marketing performance by 2015, but only 44 percent feel prepared to deliver this measure.• CMOs recognize that they will need more digital, technological and financial proficiency in the coming years. • CMOs recognize that they have a strong influence over promotional activities like advertising, external communications and social media initiatives but CMOs play a smaller role in shaping the other 3Ps. – Less than half have much sway over key parts of the pricing process. – Less than half have much impact on new product development or channel selection. Source:The 2011 IBM Global CMO Study of 1,734 CMOs in 19 industries and 64 countries, November 2011.
- 45. INCREASE YOUR DIGITAL ACTIVITIES • Establish a website that people register to use and thereby accumulate a large customer database. Buy customer information from firms that track the interest patterns of specific consumers based on the sites they navigate. Encourage consumers to send in emails with questions,concerns, and ideas, therefore creating learning relationships with consumers. Increase “content marketing” to customers and prospects who give permission. Offer coupons-on-demand (Cool Savings, Netbonus) or samples of new products on demand (Samples.com). Monitor social talk for insights and trends. • • • • •
- 46. THE MARKETING MANAGEMENT PROCESS Pla n Mana ge Exec ute Measu re • Marketi ng Analyti cs • Dema nd Modeli ng • Marketin g Resourc e Manage ment • Campaig n Manage ment Lead Manage ment Events Manage ment Loyalty Manage ment Media Manage • • Web Analyti cs • Marketi ng Investm ent • • •
- 48. MOVING TO MARKETING 3.0 AND CORPORATE SOCIAL RESPONSIBILITY 4
- 49. APPEALING TO THE CUSTOMER INDIVIDUA L DIFFERENCE COMPANY Mind Heart Spirit MISSION (Why) Deliver SATISFACTION Realize ASPIRATION Practise COMPASSION VISION (What) Profit Ability Return Ability Sustain Ability VALUES (How) Be BETTER DIFFERENTIATE Make a
- 50. VALUES-BASED MATRIX OF S.C. JOHNSON
- 51. MARKETING 3.0 MOVING TOWARDS •Where is your company now? •Where do you want it to be? •Why? •What would steps would you take? •What is Marketing 4.0? Marketing 1.0 Marketing 2.0 Marketing 3.0 MIND HEART SPIRIT PRODUCT-CENTERED CUSTOMER-ORIENTED VALUES-DRIVEN ECONOMIC-VALUE PEOPLE-VALUE ENVIRONMENT- VALUE PROFITS SOCIAL PROGRESS HUMAN HAPPINESS
- 53. Amazon,Apple,Best Buy, BMW,CarMax, Caterpillar,Commerce Bank, Container Store, Costco,eBay, Google, Harley- Davidson,Honda, IDEO, IKEA, JetBlue Johnson & Johnson,Jordan's Furniture,L L Bean, New Balance, Patagonia, Progressive Insurance,REI, Southwest, Starbucks, Timberland,Toyota,Trader Joe's, UPS,Wegmans, Whole Foods. These “firms of endearment” were highly profitable.They outperformed the market by a 9-to-1 ratio over a ten-year period. More fulfilled employees, happy and loyal customers,innovative and profitable suppliers,environmentally healthy communities. COMPANIES AMERICANS LOVE
- 54. CHARACTERISTICS OF FIRMS OF ENDEARMENT 1. 2. 3. 4. They align the interests of all stakeholder groups Their executive salaries are relatively modest They operate an open door policy to reach top management Their employee compensation and benefits are high for the category; their employee training is longer; and their employee turnover is lower They hire people who are passionate about customers They view suppliers as true partners who collaborate in improving productivity and quality and lowering costs They believe that their corporate culture is their greatest asset and primary source of competitive advantage. 5. 6. 7. 8. Their marketing costs are much lower than their peers while customer satisfaction and retention is much higher.
- 56. COMPANIES ARE INCREASINGLY BEING RATED ON CORPORATE SOCIAL RESPONSIBILITY • The Council on Economic Priorities evaluates company performanceon a range of social dimensions and publishes Shopping for a Better World influence consumers’ purchasing decisions. to • Fortune magazine annually rates “MostAdmired Companies” where social responsibility is included as a factor.” • Fortune magazine annually rates “Best Companies toWork For.” • 84% ofAmericans in 2002 said that they “would be likely to switch brands to one associated with a good cause, if price and quality were similar.”
- 57. RATIONALE FOR INVESTING IN CSR • Companies need to differentiate themselves. Companies with civic virtue will be preferred. • Companies need a decision framework for facing daily requests for sponsorships,improved health coverage, injury prevention, environmental protection and community contributions. • Corporate heads and boards need to understand the social pressures and opportunities facing their companies. • Companies need to build a bank of public goodwill to offset potential criticisms. • Employees, investors, and partners will be more motivated and loyal.
- 58. STAGES IN MOVING TOWARD CSR Focus on all stages of product development from R&D efforts through marketing and sales. Focus on making better products with less impact on the environment. Focus on internal safety and meeting environmental regulations. STAGE 1 STAGE 2 STAGE 3
- 59. Wal-Mart announced in 2005 that it will be a “good steward to the environment” and will spend $500 million a year to increase fuel efficiency in Wal-Mart’s truck fleet by 25% over three years; reduce greenhouse gases by 20% in seven years; reduce energy use at stores by 30%; and cut solid waste from U.S. stores and Sam’s Clubs by 25% in three years. Wal-Mart is experimenting with green roofs, corn-based plastics and green energy. It is also working with suppliers to figure out ways to cut down on packaging and energy costs and has opened two “green” supercenters Wal-Mart’s moves are mainly done for economic purposes—to save energy, save costs, and increase revenue from increasing demand for green products. MOVES TOWARD CSR
- 60. Timberland is a leader in the design, engineering and marketing of premium- quality footwear, apparel and accessories for outdoor consumers. In shoes,Timberland uses recycled materials, non-chemical substances as much as possible, made in energy-saving factories.The label gives consumers information “about the product they are purchasing, including where it was manufactured, how it was produced, and its effect on the environment”. Timberland gives back to communities. Under the Path of Service program, its employees have contributed over 200,000 total hours of service that benefited over 200 community organizations in 13 countries, 26 states and 73 cities. To commemorate Earth Day,Timberland plants a tree on behalf of each consumer who spends $150. Timberland has also done such things as offering $3,000 incentives to employees who purchase hybrid cars. Other companies in this category are Patagonia,Whole Foods Market, Fetzer Vineyards, and Herman Miller. MOVES TOWARD CSR
- 61. COMPANIES THAT ADOPTED A HIGHER CAUSE Avon General Mills General Motors Home Depot Kraft Levi Strauss Motorola Pepsi Cola Shell Petsmart Aleve British Airways Starbucks Best Buy Breast cancer Better nutrition Traffic safety Habitat for Humanity Reducing obesity Preventing AIDS Reducing solid waste Staying active Coastal cleanup Animal adoption Arthritis Children in need Tropical rainforests Recycle used electronics
- 62. WHAT IS THE RELATIONSHIP BETWEEN BUSINESS AND SOCIETY?
- 63. Source: thanzyl@markandcomm.com. Creating shared value.
- 64. “Within five years, if you’re in the same business you are out in now, you’re going to be of business.” THANK YOU