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 Âproduct 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 2/34 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 3/34 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! 6/34 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 7/34 Marketing 3.0 – Values-Based Marketing The New Marketing Order – The Meaning of Marketing and the Marketing of the Meaning Mind INDIVIDUAL COMPANY 8/34 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 9/34 Chaotics Is The New Normality It Has Become Difficult To Manage The Business Landscape 10/34 New Wave Marketing We Need To Adopt A Horizontal Approach For Marketing 11/34 how what why 12/34 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 13/34 The New Wave Landscape: From 4Cs To 5Cs We Now Need Connectors 4C LANDSCAPE 5C GLOBOSPHERE CHANGE COMPETITOR CONNECT CUSTOMER COMPANY 14/34 The Three Connectors in New Wave Landscape Beware Of Their Emergence EXPERIENTIAL They’re Here… MOBILE …There… Online & Offline SOCIAL …and Everywhere! 15/34 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 today’s 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 16/34 In the New Wave Era, Connectors are Here, There and Everywhere Lessons from Obama Campaign Experiential Here… Mobile …There… Social .. And Everywhere 17/34 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% 18/34 how what why 19/34 NEW WAVE MARKETING From PDB to TRIPLE-C brand ntegrity CLARIFICATION OF PERSONA POSITIONING i CODIFICATION OF DNA DIFFERENTIATION WHAT IS YOUR COLOR? CONNECTED CATALYZED CIVILIZED WHAT IS YOUR AUTHENTICITY? CHARACTER WITH CHARISMA BRAND WHAT IS YOUR AURA? 20/34 br an d 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 company’s 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. He’s alive! “ 21/34 Case Study 1: The Michelin Man, since 1894 Not only it makes a good product (tire), but makes your life better 22/34 Case Study 2: Obama as The Amazing SPIDER-MAN 23/34 Case Study 3: MTV Logos 24/34 Case Study 4: Mac versus PC 25/34 Case Study 5: BMW vs Mercedes Benz 26/34 how what why 27/34 The Nine Core Elements of Marketing Companies need to change their Legacy Approach… 28/34 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 29/34 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 30/34 Case Study 2: Richard Branson of Virgin 31/34 Case Study 3: The One and Only Lexus Gallery in the World (Jakarta, Indonesia) 32/34 In Conclusion It is about “Low Budget, High Impact” Marketing! EFFICIENCY AXIS EFFECITIVENESS AXIS IMPACT ( RETURN) NEW WAVE H LEGACY L SEVEN DWARFS SNOW WHITE L H BUDGET (INVESTMENT) 33/34 End 34/34