NEW WAVE MARKETING

The World Is Still Round, The Market Is Already Flat

By Hermawan Kartajaya Founder and CEO of MarkPlus, Inc

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 Hermawan Kartajaya. 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 product of Western Mind, Asia Heart and Indonesian Soul. Every company must get his advice. Al Ries Chairman, Ries & Ries Author of Focus: The Future of Your Company Depends on it

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The Guru Gallery

(CHARTERED INSTITUTE OF MARKETING-UNITED KINGDOM)
David Aaker Tim Ambler Simon Anholt Michael J Baker Drayton Bird Stephen Brown Dave Chaffey Hugh Davidson Leslie De Chernatony Mark Earls Barry J Gibbons Malcolm Gladwell Seth Godin Dr. Evert Gummeson Gary Hamel Sam Hill John Philip Jones Hermawan Kartajaya Bruce Kasanoff Philip J Kitchen Naomi Klien Ardi Kolah Philip Kotler Theodore Levitt Martin Lindstorm
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Steve Luengo-Jones Malcolm McDonald Regis McKenna Frederick Newell Kenichi Ohmae Stanley Paliwoda A. Parasuraman Don Peppers Tom Peters Nigel Piercy John Quelch Cees Van Riel Al Ries Martha Rogers Don E. Shultz Peter Senge Patricia B. Seybold Jagdish N. Sheth Rajendra Sisodia Merlin Stone David Taylor Jack Trout Hugh Wilson Yoram Wind Sergio Zyman

Hermawan Kartajaya is The Recipient of The Distinguished Global Leadership Award from Pan-Pacific Business Association, which was presented by Prof. Sang M Lee, in June 2, 2009 in Shenzhen, China

NEW WAVE MARKETING

The World Is Still Round, The Market Is Already Flat
By Hermawan Kartajaya Founder and CEO of MarkPlus, Inc

The Capitalist Manifesto

The New World Economic Order We Still Need Globalization and Capitalism!

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Marketing 3.0 Values-Based Marketing

The New Marketing Order The Meaning of Marketing and the Marketing of the Meaning

To be launched in June 2010 at Philip & Nancy Kotler Hall, Allen Center, Kellogg School Of Graduate To be launched in June 2010 at Philip & Nancy Kotler Hall, Allen Center, Kellogg School Of Graduate Management, Chicago Management, Chicago Book is Available at Amazon.com for pre-order Book is Available at Amazon.com for pre-order
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Marketing 3.0 Values-Based Marketing

The New Marketing Order The Meaning of Marketing and the Marketing of the Meaning

Mind
INDIVIDUAL COMPANY
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Heart

Spirit

Mission
(Why)
Deliver Realize Practice

SATISFACTION

ASPIRATION

COMPASSION

Vision
(What) ProfitAbility ReturnAbility SustainAbility

Values
(How) Be BETTER DIFFERENTIATE Make a DIFFERENCE

Marketing 3.0 Values-Based Marketing

The New Marketing Order The Meaning of Marketing and the Marketing of the Meaning

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Chaotics Is The New Normality

It Has Become Difficult To Manage The Business Landscape

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New Wave Marketing

We Need To Adopt A Horizontal Approach For Marketing

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how what why

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The Change Drivers

SHIFTS are happening in Technology, Political Legal, Economy, Social Culture, and Market
One to Many Many to Many

Technology

Government

Political Legal

Economy
G7 G20

Social Culture

Belief

Governance

Humanity

Market
Close Open
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The New Wave Landscape: From 4Cs To 5Cs

We Now Need Connectors

4C LANDSCAPE

5C GLOBOSPHERE
CHANGE

COMPETITOR

CONNECT

CUSTOMER

COMPANY

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The Three Connectors in New Wave Landscape

Beware Of Their Emergence

EXPERIENTIAL

Theyre Here

MOBILE

There

Online & Offline

SOCIAL

and Everywhere!

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In the New Wave Era, Connectors are Here, There and Everywhere
Nike 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 todays 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 Everywhere
Lessons from Obama Campaign
Experiential Here Mobile There Social .. And Everywhere

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In the New Wave Era, Connectors are Here, There and Everywhere
Lessons from Obama Campaign

Marketer Obama Apple Zappos Nike Coors McCain

% of votes 36.1% 27.3% 14.1% 9.4% 8.7% 4.5%

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how what why

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NEW WAVE MARKETING

From PDB to TRIPLE-C

brand ntegrity CLARIFICATION

OF PERSONA
POSITIONING

CODIFICATION
OF DNA
DIFFERENTIATION

WHAT IS YOUR COLOR?

CONNECTED CATALYZED CIVILIZED

WHAT IS YOUR AUTHENTICITY?

CHARACTER
WITH CHARISMA

BRAND

WHAT IS YOUR AURA?

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br an

ima

ge tity

br d an

iden

Case Study 1: The Michelin Man, since 1894 Voted as the "greatest corporate identity in history" in a competition sponsored by the Financial Times and the Canadian magazine Report on Business in 2000

Edouard Michelin, The companys 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. Hes alive!
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Case Study 1: The Michelin Man, since 1894 Not 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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how what why

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The Nine Core Elements of Marketing

Companies need to change their Legacy Approach

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NEW WAVE MARKETING: The Shifts in Approach

From Nine Core Elements to 12Cs

LEGACY MARKETING
Segmentation Targeting Positioning Differentiation MARKETING MIX Product Price Place Promotion Selling Branding Service Process
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NEW WAVE MARKETING

Communitization Confirmation Clarification Codification New Wave Marketing Mix Co-creation Currency
Communal Activation

Conversation Commercialization Character Caring Collaboration

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 (Jakarta, Indonesia)

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In Conclusion
It is about Low Budget, High Impact Marketing!

EFFICIENCY AXIS EFFECITIVENESS AXIS

IMPACT ( RETURN)

NEW WAVE
H

LEGACY

SEVEN DWARFS

SNOW WHITE

BUDGET (INVESTMENT)
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End

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