Master Marketing with the I Love Marketing Model

Vcoach Serves @ www.BongDeUngria.com
I LOVE
MARKETING
MODEL
(A Visual, Interactive Technique
To Master Marketing 101)
Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM
Ateneo Graduate School of Business
21st Century
Edition

This “I Love Marketing Model” was
created to help students understand key
marketing concepts and how
these relate to one another.
The use of images and stories enhance
the learning experience and amplify concept
recall and marketing mastery.
The model has been updated to 21st
century strategic marketing realities.
-Prof. Bong De Ungria, Certified Digital Marketer (CDM)
Professor’s Note

The basic marketing concepts here can be found in widely read-
textbooks written by Philip Kotler, Josiah Go and many other
famous authors.
My unique contribution was to be a maven and connector (terms
used by Malcom Gladwell, in best-selling book: The Tipping Point)
was to trim the fat, highlight the beef, make it sticky (easy to
remember) through images and spread it like an epidemic (through
the web). In Kotler’s marketing textbook, this is selective attention,
distortion, and retention. While a traditional marketing guru might
find the explanations oversimplified and limiting, that is not the
point of the model; if you love and remember marketing after this
presentation, then guess what? You’ve just been infected.
Maven’s Caution on this Model
- Vcoach Bong De Ungria, Contamination Marketer

What will this love story tell?
1. Why Models?
2. Why Images?
3. Marketing 101 concepts
4. All concepts in 1 visual framework
5. 21st Century Realities
6. Picture & Win!

1. Why Models?
Models, paradigms, systems
– Directions - Traffic
Provides order, reference points
– for quick VALID decisions
– common USEFUL understanding
– BUT, know limitations

2. Only images work!
Marketing (& everything) is a battle
for share of mind
Mind remembers only pictures.
– Car
– Bedroom
– My Life’s highlights

3. Model
Mastering 101 Key Marketing Concepts

What is Marketing?

What is Marketing?
System of profitably

What is Marketing?
creating,

What is Marketing?
communicating and
creating,

What is Marketing?
communicating and
creating,
delivering value to

What is Marketing?
Satisfy customer
communicating and
creating,
delivering value to

What is Marketing?
Satisfy customer
needs, wants and demands
communicating and
creating,
delivering value to

What is Marketing?
Satisfy customer
needs, wants and demands
Better than competition
communicating and
creating,
delivering value to

Food example
To understand Needs, Wants & Demands.
Need Basic necessity
Feel deprived if this is
absent
Food
Want Given choices, this is
what you prefer
Chicken,
Burger, Steak
dinner
Demand A want that is supported
by a decision and
capacity to buy
Only burger
is within my
budget!

Maslow’s Hierarchy of Needs=
a basic, constant reference
Self-
Actualization
Esteem Needs
(Recognition,
Status)
Social Needs (sense of
belonging, love)
Safety Needs (security,
protection)
Physiological needs (food, water,
shelter)
Reference: Marketing Management, 11th ed, Philip Kotler

Basic needs have not changed.
No NEED added or deleted

For a millennial, what’s more
basic than food and water?

After 2 hours, what’s more
basic than Wifi?

But huge changes in the many
choices to answer same needs.
Wants= choices
preferred answer to a need

Marketing discipline:
Focus on satisfying demands!
N Needs= basic requirements;
feel deprived without it
Wants= choices
Demands=
wants + purchase capability

Wants= choices
Demands=
wants + purchase
capability
AB, 1% of
populaton
C
14%
DE ,
85%
Recognize difference in demand
between SEC (socioeconomic classes)

Wants= choices
Demands=
wants + purchase
capability
AB, 1% of
populaton
C
14%
DE ,
85%
Class AB can “figuratively” buy Maslow,
Class DE must focus on basic needs

Other factors*:
1. Location/ neighborhood
2. Durability (concrete, wood)
3. Maintenance (paint, garden)
4. Ownership (own/rent?)
5. Educational Attainment
6. Occupation
7. Facilities (cars, appliances)
8. Household help
Income is only 1 major
consideration in Philippine SEC*
*Criteria for SEC Socio Economic Classification of Homes,
TNS, Revised January 2007

Other factors*:
1. Location/ neighborhood
2. Durability (concrete, wood)
3. Maintenance (paint, garden)
4. Ownership (own/rent?)
5. Educational Attainment
6. Occupation
7. Facilities (cars, appliances)
8. Household help
How do I transform SEC to
actionable “demand”?
*Criteria for Socio Economic Classification of Homes, TNS, Revised January 2007TIP: To remember income cut-off,
think Philippine Peso bills

Cross-reference SEC with
population data…

Best “guesstimate” of splits
within SEC classes

Picture true market size and
demand

1. AB market is small but attractive
2. Some products- cheaper to market to just “A to
AAA” market
3. Middle Class is source of critical mass for most
products
4. Middle Class needs to grow (DE to C)
Bottomline realities in
Philippine market

1. Can technology or marketing create
a need?
2. Do customers buy based on need or
want?
Pop quiz

1. Can technology or marketing create
a need?
2. Do customers buy based on need or
want?
Pop quiz
No. The need will always be there.
Often, technology allows the need
to be addressed in a different way.
Customers buy based on want. How many shoes do you
need? How many shoes do you actually have? If
people buy based on need alone, we would have a
small world economy.

Always consider 3 Strategic Cs
Customers
– The customer is not always right!

Customers
Company
– You are in business for the long term

Customers
Company
– You are in business for the long term
Competition
– Benchmark performance

3 STRATEGIC C’S correspond to
3 Key Result Areas
CUSTOMERS
COMPANY
COMPETITION

3 Key Result Areas
CUSTOMERS
ProfitsCOMPANY
COMPETITION

3 Key Result Areas
CUSTOMERS
Profits
Market Share
COMPANY
COMPETITION

When is there a market opportunity?
When a GAP exists for
customers needs, wants & demands
Between what the company can supply
And what competition offers
GAP

4 Steps in addressing market
opportunities
1. Determine total market Size
– Big to matter, small to handle

opportunities
2. Divide into market Segments
– Similar Needs, Wants, Demands

opportunities
3. Choose primary Target market
– Focus limited resources

opportunities
4. Position
– Use 4 Ps to hit Primary Target Market

4. Position
Steps 2 to 4: STP
Segment. Target. Position

4. Position
Steps 2 to 4: STP
SToP before you do anything!

4. Position
Steps 2 to 4: STP
Ready. Aim. Fire!

4 Steps in addressing market opportunities
1a. Is the market size small enough to handle?

1b. Is the market big enough to matter?

2a. Divide the market into Segments
(similar needs, wants & demands)

2b. Choose the segment you will target
Next: SMART’s segmentation

55

2c. Segment you choose is your
Primary Target Market (PTM)

2d. Target your PTM with your positioning
(communicate benefits)

Product
Promo
Price
Place
2e. To hit your PTM,
adjust your marketing mix (4Ps)

Product
Promo
Price
Place
2f. Some PTMs require a mix
which emphasize product and promo

Product
Promo
Price
Place
2g. Many PTMs require a heavy Price mix

Product
Promo
Price
Place
2h. Your PTM require mix adjustments
from time to time

Product
Promo
Price
Place
2h. Aim well as your competitors
are targetting the same PTMs.

Remember: different 4 P mix
to target different PTM
Product
Price
Promo
Place

Emphasizing low price is
only 1 approach!
Product
Price
Promo
Place
64

Emphasizing excellent product is
another common strategy
Product
Price
Promo
Place
65

Some products are promo-
driven…
Product
Price
Promo Place

Marketing Mix 4 P’s mean
more!
67

Integrated Marketing Communications
has 2 General Types
Mass Personal

Mass communication
simultaneously speaks to many
1. Sales Promotion
2. Advertising
3. Public Relations
4. Events and
Experiences
Mass Personal

Personal communication feels
like 1 on 1, customized
1. Sales Promotion
2. Advertising
3. Public Relations
4. Events and
Experiences
1. Direct Marketing
2. Interactive
Marketing
3. Personal Selling
4. Word of Mouth
Mass Personal

Sales Promo: Buy Now!
Not Tomorrow; Close out competition
1. Sales Promotion
2. Advertising
3. Public Relations
4. Events and
Experiences
1. Buy Now
4 Mass Communication Modes

Advertising: Why Buy?
Inform, Persuade with Reasons
1. Sales Promotion
2. Advertising
3. Public Relations
4. Events and
Experiences
1. Buy Now!
2. Why Buy?

PR: The Ali- buy
Activities not directly relate to a sale
1. Sales Promotion
2. Advertising
3. Public Relations
4. Events and
Experiences
1. Buy Now!
2. Why Buy?
3. The Alibi

Events and Experiences are
stored as memories & feelings
1. Sales Promotion
2. Advertising
3. Public Relations
4. Events and
Experiences
1. Buy Now!
2. Why Buy?
3. The Alibi
4. Buy memories!

Direct Marketing=
Traditional Direct Response
1. Buy/Respond to a
call, mail, catalog
1. Direct Marketing
2. Interactive
Marketing
3. Personal Selling
4. Word of Mouth
4 Personal Communication Modes

Interactive Marketing=
Technology enabled Direct Response
1. Buy/Respond to a call,
mail, catalog
2. Buy/Respond to SMS,
email, website
1. Direct Marketing
2. Interactive
Marketing
3. Personal Selling
4. Word of Mouth

Personal Selling=
1 on 1: Buy from a salesperson
mail, catalog
email, website
3. 1 on 1 buy
1. Direct Marketing
2. Interactive
Marketing
3. Personal Selling
4. Word of Mouth

Word of Mouth=
It must be good if I or my friends say it
mail, catalog
email, website
3. 1 on 1 buy
4. My friends bought!
1. Direct Marketing
2. Interactive
Marketing
3. Personal Selling
4. Word of Mouth

When you communicate:
emphasize benefits!
Features
– Specs
Advantages
– What the specs do
Benefits
Customer:
– What’s in it for me?
– Wny should I care?

The most important is benefit.
Features Powerpoint
Presentation
Advantage Easier to understand
Benefit More learning for all

Here’s why landlines are dying.
Features New cellphones are wireless,
small, affordable, long battery
life and lightweight
Advantage 75 million Filipinos always carry
it around.
Benefit Easier to keep in touch with the
right person anytime all the
time.

Consider company when
analyzing opportunities

Consider 5 factors about the
company when analyzing
opportunities
1,2 Alignment with Vision and Mission
5 factors
1 Vision
2 Mission

Vision is taking a step back from
the trees-
FRH=15
FCW=2
Zoom=15
Trees

the trees- to see the forest.
FRH=15
FCW=2
Zoom=15
Trees
Forest

the trees- to see the forest.
The only difference here is perspective !
FRH=15
FCW=2
Zoom=15
Trees
Forest

Vision - What you Dream to Be
Mission- What your Current Business
Is
Vision vs. Mission

Ateneo Graduate School of
Business: Vision

Ateneo Graduate School of
Business: Mission

opportunities
3 Consistency with Company Goals,
and Objectives
5 factors
1 Vision
2 Mission
3 Goals and
Objectives

opportunities
3 Harmony with Business Portfolio
(Range of Products & Resources)
5 factors
1 Vision
2 Mission
3 Goals and
Objectives
4 Business
Portfolio

opportunities
4 Company’s strategies and tactics to
take advantage of the opportunity
5 factors
1 Vision
2 Mission
3 Goals and
Objectives
4 Business
Portfolio
5 Strategies
and Tactics

Stop, Look, Listen at Competition
when analyzing opportunities
Porter’s 5 Forces Model
( Industry Threats)
Power of Power of Barriers to Substitution Competitive
Suppliers Customers Entry Reaction

Needs, Wants and Demands
Especially if they can be better met by
the Company
Company must be able to
communicate and deliver benefits
better
For customer, what do we
consider for evaluating
opportunities?

Also consider the environment
Internal
– Strengths
– Weaknesses
External
– Opportunities
– Threats

In the end, there are only
3 Generic Winning Strategies
Focus (Niche)
Overall Cost Leadership
Differentiation

1. OVERALL COST LEADERSHIP
Be LOWEST Cost Producer:
Sell at lowest price
Sell at same price but get more profit
But, only 1 company can be LOWEST Cost!
(not an option for most)

`2. DIFFERENTIATE
Be different
Have added value
In things that are important and relevant
to the customer

3.FOCUS
Be the absolute BEST
In a very narrow segment (niche)

4. Model
Concept Summary
All Together Now!

Heart is a 3 cornered shape
For 3 Strategic Cs

CUSTOMER
First side is Customer

COMPANY
CUSTOMER
2nd side is Company who creates,
communicates & delivers value

COMPANY
CUSTOMER
COMPETITION
3rd side is Competition

COMPANY
CUSTOMER
NEEDS,
WANTS,
DEMANDS
COMPETITION
For customers, we meet demands

COMPANY
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
True test of customer satisfaction
is repeat sales…

COMPANY
PROFITS
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Key Result Area for Company is
Consistent Profits

COMPANY
MARKET
SHARE
PROFITS
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
KRA to know if doing well vs.
competition is market share

IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Market opportunity If a gap exists between
what customer demands, competition provides and
company can deliver better than competition.

IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
SIZE
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
For market opportunities,
Size the market

IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
SEGMENT
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Segment the market

IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
TARGET
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Select Primary Target Market

IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Position Using 4Ps

IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Use 8 Modes of Communicating:
Advertising, Sales Promo, PR, Events & Experiences,
Direct Mkt, Interactive, Personal Selling, Word of Mouth

IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
For opportunities, consider 5 Company
factors: vision, mission, goals, portfolio,
strategies &tactics
Vision
5 COMPANY
CONSIDERATIONS
when evaluating
opportunities

IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Vision
5 COMPANY
CONSIDERATIONS
when evaluating
opportunities
Consider 5 Competition
factors: entry, suppliers,
customer, substitution, reaction
Entry
Barriers
WATCH OUT FOR
INDUSTRY FORCES:

IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Vision
5 COMPANY
CONSIDERATIONS
when evaluating
opportunities
Entry
Barriers
WATCH OUT FOR
INDUSTRY FORCES:
STRENGTHS and
WEAKNESSES
SWOT: Strength &
Weakness are within
company control

IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Vision
5 COMPANY
CONSIDERATIONS
when evaluating
opportunities
Entry
Barriers
WATCH OUT FOR
INDUSTRY FORCES:
SWOT:
Opportunities &
Threats are beyond
company control
OPPORTUNITIES
and THREATSSTRENGTHS and
WEAKNESSES

IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Vision
5 COMPANY
CONSIDERATIONS
when evaluating
opportunities
Entry
Barriers
WATCH OUT FOR
INDUSTRY FORCES:
OPPORTUNITIES
WEAKNESSES
MARKET
SHARE
4 GENERIC WINNING
STRATEGIES LIKE:
Entry
Barriers
Niche
Bottomline,
there are only
3 winning strategies:
low cost,
differentiate & focus

IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Vision
5 COMPANY
CONSIDERATIONS
when evaluating
opportunities
Entry
Barriers
WATCH OUT FOR
INDUSTRY FORCES:
OPPORTUNITIES
WEAKNESSES
MARKET
SHARE
3 GENERIC WINNING
STRATEGIES LIKE:
Entry
Barriers
NicheI LOVE MARKETING MODEL

Vcoach Serves @ www.BongDeUngria.com126
21st Century Realities
for the
I Love MARKETING
(Same Difference?!)
Prof. Bong De Ungria
Ateneo Graduate School of Business

Outline:
21st century marketing is…
The Same in 5 aspects:
1. Important to business success
2. Understands and meets needs
3. Meeting needs profitably
4. Manages Demand
5. Used for 10 entities

Outline:
21st century Marketing…
But Different in…
6. Major changes in the 3 Strategic Cs
7. SToP with Brands
8. Is Holistic
9. Involves everybody (who?)
10. Involves 7 Tasks

For 21st Century Marketing,
5 Things Remained the Same

21st Century Same Concept 1:
Marketing is important for
business success
• Delivers top-line growth (revenue)
• Customer retention/ loyalty
communicating and
creating,
delivering value to

Needs are still basic,
universal human
requirements.
Respond to 5 Types
of needs:
1. Stated
2. Unstated
3. Real
4. Delight
5. Secret
Basic needs have not changed.
No NEED added or deleted.

21st Century Same Concept 3 and 4:
Marketing meets demand
(ergo, meets needs too!)

1. Goods
2. Services
3. Experiences & Events
4. Persons
5. Places
6. Properties
7. Organizations
8. Information & Ideas
Everything is marketed !

In 21st Century Marketing
Many Things Changed

1. Globalization
2. Technology
3. Deregulation
4. Privatization
5. More Competition
6. Industry Convergence
7. Consumer resistance
8. Retail Transformation
21st Century Marketing Difference 1:
Competition increased due to

1. Globalization
2. Technology
3. Deregulation
4. Privatization
5. More Competition
6. Industry Convergence
7. Consumer resistance
8. Retail Transformation
The Following changed
or disappeared:
Economic Boundaries
Brick and Mortar
Business Rules
Monopolies & Dinosaurs
Way of Doing Business
Competitive Rules changed!

1. Buying Power
2. Choices
3. Information
4. Voice
EASIER
5. Ordering
6. Comparison
Customer is a more
powerful KING
INCREASED
Customers are more powerful

1. Internet
1. Sales Channel
2. Research
3. On and Off-line buzz
4. Blogs
5. Purchasing savings
2. Niche magazines
3. Mobile
Companies have more
capabilities too!

Must cover:
1. Customers (develop long term relationships)
2. Company (internal customers, employees, 4Ps)
3. Competition (performance)
Marketing has to be HOLISTIC

1. Develop Strategic Plans
Marketing Must Fulfill 7 Tasks

2. Capture Market Insights

3. Connect with Customers

4. Build Strong Brands

5. Shape Market Offerings

6. Communicate & Deliver Value

6. Communicate & Deliver Value
7. Capture Long Term Growth

I Love MARKETING +
21st Century Visual Images

Outline:
21st century marketing is…
1. Important to business success (why?)
2. Meeting demands profitably (what?)
3. Used for everything (for what?)
4. Involves everybody (who?)
5. Is Constantly Changing

Outline:
21st century Marketing…
6. Understands and meets needs
7. Manages Demand
8. SToP with Brands
9. Is Holistic
10.Involves 7 Tasks

In 20th century marketing:
20 was good and can win!
150www.josephdeungri
a.com
ACE + 9 = 20

21st Century Marketing:
Only “21” is acceptable
ACE + 9 = 20 ACE + 10 = 21!

21st Century Marketing….
Used for everything & involves
everybody
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
EVERYBODY

Is Changing
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
INVOLVES
EVERYBODY
CHANGING

Companies must become better
since competition & customers
have increased
NEEDS,
WANTS,
DEMANDS
Business
Success
CHANGING
EVERYBODY

Demanding Customers, Increased
Competition can bankrupt
Companies (heart attack!)
NEEDS,
WANTS,
DEMANDS
Business
Success
CHANGING
EVERYBODY

ST.P= Segments…
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
EVERYBODY

ST.P= Segments…Targets…
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
EVERYBODY

ST.P= Segments…Targets… Positions
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Promo
Price
Place
EVERYBODY

Positions with Brands
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
Positions with Br ANDS
EVERYBODY

Is Holistic
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
EVERYBODY

Involves 7 Tasks
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
HOLE- Stick
7 TASKS

21st Century Marketing…. 7 Tasks
1 Develop Plans
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
HOLE- Stick
7 TASKS
PLANeS

2 Captures Insights
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights

3 Connects with Customers
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS

4 Builds Strong Brands
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS
BUILDS BRANDS

5 Shapes Market Offerings
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS
BUILDS BRANDS
SHiPs OFFERING

6 Communicates & Delivers Value
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS
BUILDS BRANDS
SHiPs OFFERING
COMMUNICATES AND
DELIVERS VALUE

7 Creates Long Term Growth
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS
BUILDS BRANDS
SHiPs OFFERING
COMMUNICATES AND
DELIVERS VALUE
LONG
TERM
GROWTH

6. Picture & Win!
Marketing:
1. Has a lingo/ language
2. Is effective using visual model
– 10 x better than common sense
– Can be remembered forever
3. Can make your brand (YOU)
better!
170

Master Marketing with the I Love Marketing Model

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Master Marketing with the I Love Marketing Model