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Prednaska euba cnas_vadocz_2011

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Presentation from a lecture on today´s marketing. Economy university Bratislava, 2012

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Prednaska euba cnas_vadocz_2011

  1. 1. NEEDS. EMOTIONS. DIALOGUE. ŠTEFAN VADOCZ STEFANV@NEO.SK EU BA CNAS > NEOPUBLIC PORTER NOVELLI
  2. 2. EFEKTÍVNA KOMUNIKÁCIA
  3. 3. Philip Kotler: „Authentic marketing is not the art of selling what you make but knowing what to make. It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers and benefits for all stakeholders.“
  4. 4. NEEDS
  5. 5. Henry Ford, 1907„„I will build a motor car for the great multitude. It will be largeenough for the family, but small enough for the individual to runand care for. It will be constructed of the best materials, by thebest men to be hired, after the simplest designs that modernengineering can devise. But it will be so low in price that noman making a good salary will be unable to own one – andenjoy with his family the blessing of hours of pleasure in God‟sgreat open spaces.‟‟ 9
  6. 6. Experiential Economy (Gilmore, Pine)“Starbucks earns several dollars for every cup of coffee, over and above the few cents thebeans are worth, precisely because it has learned to stage a distinctive coffee-drinkingexperience centered on the ambience of each place and the theater of making each cup.Perhaps no other company in the world more earnestly and steadfastly seeks to renderauthenticity – resolutely shaping how real consumers perceive it to be.” 10
  7. 7. Stop competing and start creating BLUE OCEANSW. Chan Kim, Rennee Mauborgne, www.blueoceanstrategy.com 11
  8. 8. 12
  9. 9. EMOTIONS
  10. 10. Marc Pritchard, Global Marketing and Brand Building OfficerAt the very heart of P&G‟s impressive success lie some fundamentalbeliefs:1. Consumers don‟t buy just products: they buy brands they know and respect. The brand is, therefore, all important.2. When marketing, it‟s important to empathize the solutions, not the problems. People buy solutions, not problems.3. The code of business conduct: Do the right thing. Anything else is superfluous. 14
  11. 11. Richard Branson, 2005„„Whatever your brand stands for, you have to deliver on thepromise. Don‟t promise what you can‟t deliver, and delivereverything you promise. That‟s the only way you‟ll ever controlyour brand. And beware: brands always mean something. Ifyou don‟t define what the brand means, a competitor will. Evenin the absence of competition, a betrayed brand can wreck aterrible revenge on a careless company. How many brands doyou know that mean „shoddy‟, „late‟ and „a rip-off‟?” 15
  12. 12. Scott Bedbury, author of „Just Do It“ campaign„Even the best advertising cannot create something that is notthere. If a company lacks soul or heart, if it doesn’t understandthe concept of the ‘brand’, or if it is disconnected from theworld around it, there is little chance that its marketing willresonate deeply with anyone. It’s a lot like putting lipstick on apig.“ 16
  13. 13. 17
  14. 14. DIALOGUE
  15. 15. 19
  16. 16. 20
  17. 17. 21
  18. 18. 22
  19. 19. 23
  20. 20. 3 KEYS TO SUCCESS IN MARKETING AND PR1. IDENTIFY THE RIGHT NEEDS Learn from past experiences Innovate the value proposition2. FEEL THE EMOTIONS OF YOUR TARGET See how your consumer perceives your brand Adapt your branding strategy3. FACILITATE THE DIALOG We are all in customer service business It s two-way communication
  21. 21. KONTAKT ŠTEFAN VADOCZ NEOPUBLIC PORTER NOVELLI PRAHA | BRATISLAVA +421 903 705 144 STEFANV@NEO.SK WWW.NEOPUBLIC.SK

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