LESSON 1:

Marketing
 Have a strong brand
 An exchange between two partners (buyer and seller)
 Exchange needs to happen
Basic Exchange
 Sellers market (has the product, has all the power)
 Buyers market (lot of competition buyers power)
Product focused marketing Transaction
 Business objective sell as much as possible.
 Volume focused
 Profitability is linked with market share
 Market share the larger the volume less cost more profit, growth is experienced with
either by buying into new markets or developing a new product.
 Inside out
 Competitive advantage the biggest will have lower cost.
Customer focused marketing. Transactions
 How to get that customer to buy from me, rather than competition
 Meet the needs of that customer (solution seller) create for the customers need.
Outside in.
 Which customer is the focus? Say yes to some customers and no to others
 How to become profitable?
 Pick the customer and delivery value, creating value will create profit
 If you give the customer what they want they will be willing to pay the cost premium
(pay extra for it)
 Give the customer what they want – customer share (loyalty between both
customer and seller) Narrow market, get more from each customer
 Customer market can be expensive – if you deliver on the first time it will be cheaper
in the longer run.
 Building share of wallet, sell one product and think what else you would want (cross
selling)
 Buying jean and offering a belt, socks..
 How do you position your product?
 Competitive advantage quality service and customer knowledge.
Connected community Customer experience
 Deliver a positive customer experience.
 Starts before transaction and after transaction.
 The entire experience needs to be the focused.
 It needs to be transparent and authentic, focused on the whole customer
experience.
Economic Uncertainty
 Authentic customer value, flexible.
 Cut cost, deliver value at a discipline.
LESSON 2:

Knowledge of action
Building strong brands

3 principles of marketing
 Principle of customer value
 Principle of differentiation (do it better than the competition)
 Principle of segmentation targeting and position (target different customers not all,
make sure your product)
4ps of marketing
 Product
 Place
 Promotion
 Price

LESSON 3:

Strategic marketing

How to think competitively

Market Driven principles

 Know your markets/ know what customers want and how competition will react
 Customers have the final say (customers will choose what they want, too much
information, they chunk into 3 piles of attributes) Operational (reliability, delivery)
Design (technology, innovations) Needs (Customized to meet my needs)
 They then choose the one that meets one of these piles the best and okay in the
other two.
 Commit to being first in the markets you serve (be the best at 1 and good in the
others) How to structure resources, people you hire.
 Deliver total quality to guarantee customer satisfaction.
Strategies for leadership – All linked with fair value evaluations
 Operational excellence (What are the product attributes that are linked with OE)
 Operational competence
 Customer responsiveness (what are the attributes? Define) (Define what a fair value
is)
 Product differentiation
 Performance Superiority (Design)
 Customer intimacy (give the customer what they want)
 Short term and long term strategies to improve you company and beat the
competition
 Long term be the best at 1 and good at the others.
 Short term work to a strength and then use that to progress further.
LESSON 4: Segmentation and targeting.

Segmentation
 STP framework (segmentation, targeting positioning)
 Start with S – identify variables (how to break up the market)
 T – Evaluate the attractiveness of each segment and choose a target segment
 P - Identify how to position the product for each target segment
 Market segmentation is dividing a market in distinct subsets where the subset may
be used as a marketing target to be reached.

Segmentation methods
 Characteristics of the customer (female/male, old/young, rich/poor)
 Benefits sought (running shoes comfort/aesthetics/technology)
 Systematic product related behaviours (online, loyalty? Frequency).
Cohort Analysis
 Need to look at the age groups what they like, dislike. The age of your customer,
when are they coming of age?
 Get them at age 15 years they will tend to stay loyal.
Geographic segmentation
 Zip clustering PRIZM, similar characteristics. Socio Economic Status.
 Location is an important variable for targeting consumer behaviour.
Select target segment
 Actual buyers and doing what you expect them to do
Segment Selection Criteria
 Attractive segment – is it stable? How easy is it for you to address this segment?
What is the strength of the competitors or will there be any new competition?

LESSON 5: Brand Positioning

 Brand is just a Trademark.

 Relationship and contract from the company to the customer. Brand relationship
(benefits, what you come to expect).
 The real definition of the brand is what the customer believe it is. Strong branded
message (Disney what they think will align with what the customer thinks).
Positioning statements
 Target market (for whom)
 Point of difference (Reason to buy)
 Points of parity (frame of reference) Apple computers became apple to sell more
than just computers or tell the customer that there is more to apple than computers.
 Implements elements mix product price promotion and place
 Focus on key benefits
 Position must be defensible, can’t copy
 Must focus and choose a target segment.
Point of parity (POP)
 Are not unique to the brand
 Something a brand must have and share with the competition
  Grocery store you must have milk and eggs, if it doesn’t it isn’t.
 Negate a competitors’ point of difference, the burgers are always better at hungry
jacks.
Point of different (POD
 Unique selling proposition
 Difficult for competition to copy (performance, benefits..)
 POD critiera – is a attractive to the customer? Can you deliver on it?

LESSON 6 BRAND MANTRA

the essence of the brand mantra?
It has three
basic parts.
One part is the brand function, it describes the nature of the product
or service, it describes the type of
experiences, the benefits that the brand provides.

Then there's the descriptive modifier that further classifies or

clarifies the nature of what the brand is delivering.

And then there's an emotional qualifier that

kind of explains exactly what those benefits are.
And, and in what way the brand delivers on them.
Now it's probably easiest to give you some examples.
Before I do that though, let me just say again, what the brand mantra is used for.
It's used internally to guide decisions.

A brand mantra, not only, says what a brand is.

But as importantly it says what a brand is not.
LESSON 7 EXPERIENTIAL BRANDING:

I
want to talk about the notion of experiential brand.
When we talked about what is marketing.
And we talked about things changing from the sellers
market to a buyers market to the connected community.
In the connected community, that's when
this notion of customer experience comes in.

So its not enough to just define a brand in terms of a crisp,

clear brand mantra and a crisp, clear brand positioning, but you also
have to define all of the experience that exists around the brand.
What's the smell of the brand?
What's the feel of the brand? All sorts of other things now
become part of what the brand is in this new experiential world that we live in.

that a brand is an experience.