Marcus Evans "Market Intelligence & Consumer Insights" Conference
Singapore, November 2010
Exploring geo-marketing as new business marketing tool
• Conducting a territorial analysis of potential market opportunities via the components of geo-marketing strategies
• Designing marketing activities using GIS (geographic information systems) and data with a geographical context
• Analysing the socioeconomic reality with the assistance of cartography, computering and statistics gathered
• Using geo-marketing as an instrument to optimise future business decision, advertising campaigns, new stores localisation and customer loyalty
BridgeKnowle Conference - Managing Training & Development Workshop
Exploring geo-marketing as new business marketing tool
1. EXPLORING GEO-MARKETING AS NEW BUSINESS MARKETING TOOL Case Study, Concepts, and Debatable Ideas Kenny Ong CNI Holdings Berhad www.myCNI.com.my www.OOBEY.com
9. The real goal of Marketing and Branding Understanding our role in the whole scheme of things www.myCNI.com.my www.OOBEY.com
10. What is the purpose of Marketing & Branding? Ultimate Objective of Marketing: “ Get more people, to buy more things, more frequently, at higher prices.” Sergio Zyman “ Retention and Loyalty are useless if No Conversion is happening.” www.myCNI.com.my www.OOBEY.com
11. What is the purpose of Marketing & Branding? “ Retention and Loyalty are useless if No Conversion is happening.” “ Communication is useless if No Conversion is happening.” www.myCNI.com.my www.OOBEY.com
12.
13. Business Model and Strategic Marketing The biggest impact www.myCNI.com.my www.OOBEY.com
14.
15.
16.
17. What is the Business Model? USP Market Discipline Profit Model
20. Market Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution) www.myCNI.com.my www.OOBEY.com
21. Market Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution)
22. Market Disciplines Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution)
23.
24. Alignment & Consistency Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution)
25. Alignment & Consistency Operational Excellence (low cost producer) Ref: The Discipline of Market Leaders , Michael Treacy & Fred Wiersema; 1995 Product Leadership (best product) Customer Intimacy (best total solution) HP well-balanced portfolio, mass customization Acer super lean cost structure, aggressive pricing Apple powerful products, premium pricing, limited range Still Doing well in 2009/2010
37. Post Recession Trends and Implications Industry Convergence/ Extinction Social Networking Green & CSR Non-Profit/NGO increase Increased Regulations What do these mean to us?
38. Geo-related Trends Back-sourcing Bottom-up Innovation/Disruptions Nationalism and Protectionism Currency Wars Mobile Devices Power re-balancing Mergers, Acquisitions & Divestment Extreme Emerging Countries Lower Middle Class rule BRIC and PIIGS
48. Side Note: Disruptive Innovation Performance Time *The Innovator’s Solution, Clayton M. Christensen Performance that customers can absorb or utilize Performance of present technology driven by sustaining technological improvements New Performance trajectory
49.
50.
51. Side Note: Disruptive Innovation Ability to Diagnose and Treat *Will Disruptive Innovations Transform Healthcare, 19 August 2001, John W. Kenagy, MD General Hospital Inpatient Specialty Hospital Inpatient MD Outpatient Non MD Outpatient Alternative Care
89. What is the purpose of Marketing & Branding? Ultimate Objective of Marketing: “ Get more people, to buy more things, more frequently, at higher prices.” Sergio Zyman www.myCNI.com.my www.OOBEY.com
90. Thank You. soft copy of slides: http://totallyunrelatedrandomanddebatable.blogspot.com/
Notas del editor
COMM = Internal Comm (Sales Marketing) + External Comm (PR Marketing)
So… the definition for effective COMM for Marketing applies to PR as well! What about CSR? That’s another topic for another time. CNI’s business itself is CSR, in BDP (Entrepreneur Development), Products (Health, Quality, Affordability), and Yayasan (less fortunate) What about Share Price (i.e. Investor Relations)? Secondary. Primary goal of Public Listing was to generate ‘WOM’ excitement for F/L, generate public credibility for Sponsoring.
If this is not a achieved, PR/Corp Comm has failed its job. Fair? Not fair? Who cares?
Example of successful customer loyalty strategy focusing on Operational Excellence and Product Leadership while maintaining market standard on Customer Service without indulging in it
Example: Google USP – Search, Free! Profit Model – Ad revenue MKt Discipline – Operational Excellence Example: Air Asia USP – Budget Profit Model – Lowest Cost, Maximum Seats Mkt Discipline – Operational Excellence
Example: Google USP – Search, Free! Profit Model – Ad revenue MKt Discipline – Operational Excellence Example: Air Asia USP – Budget Profit Model – Lowest Cost, Maximum Seats Mkt Discipline – Operational Excellence
How does the Customer define “Great Experience”? - It depends on their own perceptions. Problem is…this differs depending on the Customer! If you are very good in something that the Customer does not value, it will not improve the Experience.
To Excel – Must be a Leader in ONE of the disciplines but the other two must be at least at industry standard
OPTION 1
Exercise: Customer Analysis and Market Discipline Determining your Market Discipline
Refer to Handout 1: Value Disciplines
To Excel – Must be a Leader in ONE of the disciplines but the other two must be at least at industry standard
Example: Google USP – Search, Free! Profit Model – Ad revenue MKt Discipline – Operational Excellence Example: Air Asia USP – Budget Profit Model – Lowest Cost, Maximum Seats Mkt Discipline – Operational Excellence
Example: Google USP – Search, Free! Profit Model – Ad revenue MKt Discipline – Operational Excellence Example: Air Asia USP – Budget Profit Model – Lowest Cost, Maximum Seats Mkt Discipline – Operational Excellence
COMM = Internal Comm (Sales Marketing) + External Comm (PR Marketing)