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I LOVE
MARKETING
MODEL
(A Visual, Interactive Technique
To Master Marketing 101)
Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM
Ateneo Graduate School of Business
21st Century
Edition
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This “I Love Marketing Model” was
created to help students understand key
marketing concepts and how
these relate to one another.
The use of images and stories enhance
the learning experience and amplify concept
recall and marketing mastery.
The model has been updated to 21st
century strategic marketing realities.
-Prof. Bong De Ungria, Certified Digital Marketer (CDM)
Professor’s Note
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The basic marketing concepts here can be found in widely read-
textbooks written by Philip Kotler, Josiah Go and many other
famous authors.
My unique contribution was to be a maven and connector (terms
used by Malcom Gladwell, in best-selling book: The Tipping Point)
was to trim the fat, highlight the beef, make it sticky (easy to
remember) through images and spread it like an epidemic (through
the web). In Kotler’s marketing textbook, this is selective attention,
distortion, and retention. While a traditional marketing guru might
find the explanations oversimplified and limiting, that is not the
point of the model; if you love and remember marketing after this
presentation, then guess what? You’ve just been infected.
Maven’s Caution on this Model
- Vcoach Bong De Ungria, Contamination Marketer
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What will this love story tell?
1. Why Models?
2. Why Images?
3. Marketing 101 concepts
4. All concepts in 1 visual framework
5. 21st Century Realities
6. Picture & Win!
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What will this love story tell?
1. Why Models?
2. Why Images?
3. Marketing 101 concepts
4. All concepts in 1 visual framework
5. 21st Century Realities
6. Picture & Win!
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1. Why Models?
Models, paradigms, systems
– Directions - Traffic
Provides order, reference points
– for quick VALID decisions
– common USEFUL understanding
– BUT, know limitations
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2. Only images work!
Marketing (& everything) is a battle
for share of mind
Mind remembers only pictures.
– Car
– Bedroom
– My Life’s highlights
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What will this love story tell?
1. Why Models?
2. Why Images?
3. Marketing 101 concepts
4. All concepts in 1 visual framework
5. 21st Century Realities
6. Picture & Win!
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3. Model
Mastering 101 Key Marketing Concepts
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What is Marketing?
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What is Marketing?
System of profitably
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What is Marketing?
System of profitably
creating,
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What is Marketing?
System of profitably
communicating and
creating,
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What is Marketing?
System of profitably
communicating and
creating,
delivering value to
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What is Marketing?
System of profitably
Satisfy customer
communicating and
creating,
delivering value to
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What is Marketing?
System of profitably
Satisfy customer
needs, wants and demands
communicating and
creating,
delivering value to
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What is Marketing?
System of profitably
Satisfy customer
needs, wants and demands
Better than competition
communicating and
creating,
delivering value to
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Food example
To understand Needs, Wants & Demands.
Need Basic necessity
Feel deprived if this is
absent
Food
Want Given choices, this is
what you prefer
Chicken,
Burger, Steak
dinner
Demand A want that is supported
by a decision and
capacity to buy
Only burger
is within my
budget!
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Maslow’s Hierarchy of Needs=
a basic, constant reference
Self-
Actualization
Esteem Needs
(Recognition,
Status)
Social Needs (sense of
belonging, love)
Safety Needs (security,
protection)
Physiological needs (food, water,
shelter)
Reference: Marketing Management, 11th ed, Philip Kotler
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Basic needs have not changed.
No NEED added or deleted
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But huge changes in the many
choices to answer same needs.
Wants= choices
preferred answer to a need
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Marketing discipline:
Focus on satisfying demands!
N Needs= basic requirements;
feel deprived without it
Wants= choices
preferred answer to a need
Demands=
wants + purchase capability
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N Needs= basic requirements;
feel deprived without it
Wants= choices
preferred answer to a need
Demands=
wants + purchase
capability
AB, 1% of
populaton
C
14%
DE ,
85%
Recognize difference in demand
between SEC (socioeconomic classes)
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N Needs= basic requirements;
feel deprived without it
Wants= choices
preferred answer to a need
Demands=
wants + purchase
capability
AB, 1% of
populaton
C
14%
DE ,
85%
Class AB can “figuratively” buy Maslow,
Class DE must focus on basic needs
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Other factors*:
1. Location/ neighborhood
2. Durability (concrete, wood)
3. Maintenance (paint, garden)
4. Ownership (own/rent?)
5. Educational Attainment
6. Occupation
7. Facilities (cars, appliances)
8. Household help
Income is only 1 major
consideration in Philippine SEC*
*Criteria for SEC Socio Economic Classification of Homes,
TNS, Revised January 2007
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Other factors*:
1. Location/ neighborhood
2. Durability (concrete, wood)
3. Maintenance (paint, garden)
4. Ownership (own/rent?)
5. Educational Attainment
6. Occupation
7. Facilities (cars, appliances)
8. Household help
How do I transform SEC to
actionable “demand”?
*Criteria for Socio Economic Classification of Homes, TNS, Revised January 2007TIP: To remember income cut-off,
think Philippine Peso bills
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Cross-reference SEC with
population data…
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Best “guesstimate” of splits
within SEC classes
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Picture true market size and
demand
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1. AB market is small but attractive
2. Some products- cheaper to market to just “A to
AAA” market
3. Middle Class is source of critical mass for most
products
4. Middle Class needs to grow (DE to C)
Bottomline realities in
Philippine market
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1. Can technology or marketing create
a need?
2. Do customers buy based on need or
want?
Pop quiz
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1. Can technology or marketing create
a need?
2. Do customers buy based on need or
want?
Pop quiz
No. The need will always be there.
Often, technology allows the need
to be addressed in a different way.
Customers buy based on want. How many shoes do you
need? How many shoes do you actually have? If
people buy based on need alone, we would have a
small world economy.
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Always consider 3 Strategic Cs
Customers
– The customer is not always right!
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Always consider 3 Strategic Cs
Customers
– The customer is not always right!
Company
– You are in business for the long term
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Always consider 3 Strategic Cs
Customers
– The customer is not always right!
Company
– You are in business for the long term
Competition
– Benchmark performance
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3 STRATEGIC C’S correspond to
3 Key Result Areas
CUSTOMERS
COMPANY
COMPETITION
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3 STRATEGIC C’S correspond to
3 Key Result Areas
CUSTOMERS
COMPANY
COMPETITION
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3 STRATEGIC C’S correspond to
3 Key Result Areas
CUSTOMERS
ProfitsCOMPANY
COMPETITION
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3 STRATEGIC C’S correspond to
3 Key Result Areas
CUSTOMERS
Profits
Market Share
COMPANY
COMPETITION
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When is there a market opportunity?
When a GAP exists for
customers needs, wants & demands
Between what the company can supply
And what competition offers
GAP
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4 Steps in addressing market
opportunities
1. Determine total market Size
– Big to matter, small to handle
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4 Steps in addressing market
opportunities
1. Determine total market Size
– Big to matter, small to handle
2. Divide into market Segments
– Similar Needs, Wants, Demands
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4 Steps in addressing market
opportunities
1. Determine total market Size
– Big to matter, small to handle
2. Divide into market Segments
– Similar Needs, Wants, Demands
3. Choose primary Target market
– Focus limited resources
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4 Steps in addressing market
opportunities
1. Determine total market Size
– Big to matter, small to handle
2. Divide into market Segments
– Similar Needs, Wants, Demands
3. Choose primary Target market
– Focus limited resources
4. Position
– Use 4 Ps to hit Primary Target Market
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1. Determine total market Size
– Big to matter, small to handle
2. Divide into market Segments
– Similar Needs, Wants, Demands
3. Choose primary Target market
– Focus limited resources
4. Position
– Use 4 Ps to hit Primary Target Market
Steps 2 to 4: STP
Segment. Target. Position
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1. Determine total market Size
– Big to matter, small to handle
2. Divide into market Segments
– Similar Needs, Wants, Demands
3. Choose primary Target market
– Focus limited resources
4. Position
– Use 4 Ps to hit Primary Target Market
Steps 2 to 4: STP
Segment. Target. Position
SToP before you do anything!
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1. Determine total market Size
– Big to matter, small to handle
2. Divide into market Segments
– Similar Needs, Wants, Demands
3. Choose primary Target market
– Focus limited resources
4. Position
– Use 4 Ps to hit Primary Target Market
Steps 2 to 4: STP
Segment. Target. Position
Ready. Aim. Fire!
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4 Steps in addressing market opportunities
1a. Is the market size small enough to handle?
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4 Steps in addressing market opportunities
1b. Is the market big enough to matter?
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4 Steps in addressing market opportunities
2a. Divide the market into Segments
(similar needs, wants & demands)
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4 Steps in addressing market opportunities
2b. Choose the segment you will target
Next: SMART’s segmentation
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52
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4 Steps in addressing market opportunities
2c. Segment you choose is your
Primary Target Market (PTM)
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4 Steps in addressing market opportunities
2d. Target your PTM with your positioning
(communicate benefits)
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Product
Promo
Price
Place
4 Steps in addressing market opportunities
2e. To hit your PTM,
adjust your marketing mix (4Ps)
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Product
Promo
Price
Place
4 Steps in addressing market opportunities
2f. Some PTMs require a mix
which emphasize product and promo
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Product
Promo
Price
Place
4 Steps in addressing market opportunities
2g. Many PTMs require a heavy Price mix
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Product
Promo
Price
Place
4 Steps in addressing market opportunities
2h. Your PTM require mix adjustments
from time to time
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Product
Promo
Price
Place
4 Steps in addressing market opportunities
2h. Aim well as your competitors
are targetting the same PTMs.
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Remember: different 4 P mix
to target different PTM
Product
Price
Promo
Place
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Emphasizing low price is
only 1 approach!
Product
Price
Promo
Place
61
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Emphasizing excellent product is
another common strategy
Product
Price
Promo
Place
62
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Some products are promo-
driven…
Product
Price
Promo Place
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Marketing Mix 4 P’s mean
more!
64
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Integrated Marketing Communications
has 2 General Types
Mass Personal
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Mass communication
simultaneously speaks to many
1. Sales Promotion
2. Advertising
3. Public Relations
4. Events and
Experiences
Mass Personal
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Personal communication feels
like 1 on 1, customized
1. Sales Promotion
2. Advertising
3. Public Relations
4. Events and
Experiences
1. Direct Marketing
2. Interactive
Marketing
3. Personal Selling
4. Word of Mouth
Mass Personal
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Sales Promo: Buy Now!
Not Tomorrow; Close out competition
1. Sales Promotion
2. Advertising
3. Public Relations
4. Events and
Experiences
1. Buy Now
4 Mass Communication Modes
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Advertising: Why Buy?
Inform, Persuade with Reasons
1. Sales Promotion
2. Advertising
3. Public Relations
4. Events and
Experiences
1. Buy Now!
2. Why Buy?
4 Mass Communication Modes
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PR: The Ali- buy
Activities not directly relate to a sale
1. Sales Promotion
2. Advertising
3. Public Relations
4. Events and
Experiences
1. Buy Now!
2. Why Buy?
3. The Alibi
4 Mass Communication Modes
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Events and Experiences are
stored as memories & feelings
1. Sales Promotion
2. Advertising
3. Public Relations
4. Events and
Experiences
4 Mass Communication Modes
1. Buy Now!
2. Why Buy?
3. The Alibi
4. Buy memories!
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Direct Marketing=
Traditional Direct Response
1. Buy/Respond to a
call, mail, catalog
1. Direct Marketing
2. Interactive
Marketing
3. Personal Selling
4. Word of Mouth
4 Personal Communication Modes
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Interactive Marketing=
Technology enabled Direct Response
1. Buy/Respond to a call,
mail, catalog
2. Buy/Respond to SMS,
email, website
1. Direct Marketing
2. Interactive
Marketing
3. Personal Selling
4. Word of Mouth
4 Personal Communication Modes
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Personal Selling=
1 on 1: Buy from a salesperson
1. Buy/Respond to a call,
mail, catalog
2. Buy/Respond to SMS,
email, website
3. 1 on 1 buy
1. Direct Marketing
2. Interactive
Marketing
3. Personal Selling
4. Word of Mouth
4 Personal Communication Modes
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Word of Mouth=
It must be good if I or my friends say it
1. Buy/Respond to a call,
mail, catalog
2. Buy/Respond to SMS,
email, website
3. 1 on 1 buy
4. My friends bought!
1. Direct Marketing
2. Interactive
Marketing
3. Personal Selling
4. Word of Mouth
4 Personal Communication Modes
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When you communicate:
emphasize benefits!
Features
– Specs
Advantages
– What the specs do
Benefits
Customer:
– What’s in it for me?
– Wny should I care?
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The most important is benefit.
Features Powerpoint
Presentation
Advantage Easier to understand
Benefit More learning for all
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Here’s why landlines are dying.
Features New cellphones are wireless,
small, affordable, long battery
life and lightweight
Advantage 75 million Filipinos always carry
it around.
Benefit Easier to keep in touch with the
right person anytime all the
time.
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Consider company when
analyzing opportunities
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Consider 5 factors about the
company when analyzing
opportunities
1,2 Alignment with Vision and Mission
5 factors
1 Vision
2 Mission
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Consider 5 factors about the
company when analyzing
opportunities
1,2 Alignment with Vision and Mission
5 factors
1 Vision
2 Mission
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Vision is taking a step back from
the trees-
FRH=15
FCW=2
Zoom=15
Trees
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Vision is taking a step back from
the trees- to see the forest.
FRH=15
FCW=2
Zoom=15
Trees
Forest
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Vision is taking a step back from
the trees- to see the forest.
The only difference here is perspective !
FRH=15
FCW=2
Zoom=15
Trees
Forest
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Vision - What you Dream to Be
Mission- What your Current Business
Is
Vision vs. Mission
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Ateneo Graduate School of
Business: Vision
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Ateneo Graduate School of
Business: Mission
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Consider 5 factors about the
company when analyzing
opportunities
3 Consistency with Company Goals,
and Objectives
5 factors
1 Vision
2 Mission
3 Goals and
Objectives
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Consider 5 factors about the
company when analyzing
opportunities
3 Harmony with Business Portfolio
(Range of Products & Resources)
5 factors
1 Vision
2 Mission
3 Goals and
Objectives
4 Business
Portfolio
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Consider 5 factors about the
company when analyzing
opportunities
4 Company’s strategies and tactics to
take advantage of the opportunity
5 factors
1 Vision
2 Mission
3 Goals and
Objectives
4 Business
Portfolio
5 Strategies
and Tactics
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Stop, Look, Listen at Competition
when analyzing opportunities
Porter’s 5 Forces Model
( Industry Threats)
Power of Power of Barriers to Substitution Competitive
Suppliers Customers Entry Reaction
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Needs, Wants and Demands
Especially if they can be better met by
the Company
Company must be able to
communicate and deliver benefits
better
For customer, what do we
consider for evaluating
opportunities?
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Also consider the environment
Internal
– Strengths
– Weaknesses
External
– Opportunities
– Threats
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In the end, there are only
4 Generic Winning Strategies
Low Cost Producer
Differentiate
Supply & Distribution Niche
Leverage
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In the end, there are only
4 Generic Winning Strategies
1. Be LOWEST Cost Producer:
Sell at lowest price
Sell at same price but get more profit
But, only 1 company can be LOWEST Cost!
(not an option for most)
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In the end, there are only
4 Generic Winning Strategies
2. Gain Supply and/or
Distribution
Leverage
Develop a competitive advantage
Before or after product is made
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In the end, there are only
4 Generic Winning Strategies
3. Differentiate
Be different
Have added value
In things that are important and relevant
to the customer
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In the end, there are only
4 Generic Winning Strategies
4. NICHE
Be the absolute BEST
In a very narrow segment (niche)
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What will this love story tell?
1. Why Models?
2. Why Images?
3. Marketing 101 concepts
4. All concepts in 1 visual framework
5. 21st Century Realities
6. Picture & Win!
www.josephdeungria.com
4. Model
Concept Summary
All Together Now!
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Heart is a 3 cornered shape
For 3 Strategic Cs
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CUSTOMER
First side is Customer
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COMPANY
CUSTOMER
2nd side is Company who creates,
communicates & delivers value
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COMPANY
CUSTOMER
COMPETITION
3rd side is Competition
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COMPANY
CUSTOMER
NEEDS,
WANTS,
DEMANDS
COMPETITION
For customers, we meet demands
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COMPANY
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
True test of customer satisfaction
is repeat sales…
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COMPANY
PROFITS
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Key Result Area for Company is
Consistent Profits
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COMPANY
MARKET
SHARE
PROFITS
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
KRA to know if doing well vs.
competition is market share
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Market opportunity If a gap exists between
what customer demands, competition provides and
company can deliver better than competition.
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
SIZE
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
For market opportunities,
Size the market
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
SEGMENT
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
For market opportunities,
Segment the market
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
TARGET
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
For market opportunities,
Select Primary Target Market
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
TARGET
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
For market opportunities,
Select Primary Target Market
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
For market opportunities,
Position Using 4Ps
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Use 8 Modes of Communicating:
Advertising, Sales Promo, PR, Events & Experiences,
Direct Mkt, Interactive, Personal Selling, Word of Mouth
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
For opportunities, consider 5 Company
factors: vision, mission, goals, portfolio,
strategies &tactics
Vision
5 COMPANY
CONSIDERATIONS
when evaluating
opportunities
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Vision
5 COMPANY
CONSIDERATIONS
when evaluating
opportunities
Consider 5 Competition
factors: entry, suppliers,
customer, substitution, reaction
Entry
Barriers
WATCH OUT FOR
INDUSTRY FORCES:
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Vision
5 COMPANY
CONSIDERATIONS
when evaluating
opportunities
Entry
Barriers
WATCH OUT FOR
INDUSTRY FORCES:
STRENGTHS and
WEAKNESSES
SWOT: Strength &
Weakness are within
company control
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Vision
5 COMPANY
CONSIDERATIONS
when evaluating
opportunities
Entry
Barriers
WATCH OUT FOR
INDUSTRY FORCES:
SWOT:
Opportunities &
Threats are beyond
company control
OPPORTUNITIES
and THREATSSTRENGTHS and
WEAKNESSES
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Vision
5 COMPANY
CONSIDERATIONS
when evaluating
opportunities
Entry
Barriers
WATCH OUT FOR
INDUSTRY FORCES:
OPPORTUNITIES
and THREATSSTRENGTHS and
WEAKNESSES
MARKET
SHARE
4 GENERIC WINNING
STRATEGIES LIKE:
Entry
Barriers
Niche
Bottomline,
there are only
4 winning strategies:
low cost, leverage,
differentiate & niche
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IF GAP
EXISTS…
COMPANY
MARKET
SHARE
PROFITS
POSITION
CUSTOMER
NEEDS,
WANTS,
DEMANDS
REPEAT SALES
COMPETITION
Vision
5 COMPANY
CONSIDERATIONS
when evaluating
opportunities
Entry
Barriers
WATCH OUT FOR
INDUSTRY FORCES:
OPPORTUNITIES
and THREATSSTRENGTHS and
WEAKNESSES
MARKET
SHARE
4 GENERIC WINNING
STRATEGIES LIKE:
Entry
Barriers
NicheI LOVE MARKETING MODEL
www.josephdeungria.com
What will this love story tell?
1. Why Models?
2. Why Images?
3. Marketing 101 concepts
4. All concepts in 1 visual framework
5. 21st Century Realities
6. Picture & Win!
www.josephdeungria.com 123
21st Century Realities
for the
I Love MARKETING
(Same Difference?!)
Prof. Bong De Ungria
Ateneo Graduate School of Business
www.josephdeungria.com
Outline:
21st century marketing is…
The Same in 5 aspects:
1. Important to business success
2. Understands and meets needs
3. Meeting needs profitably
4. Manages Demand
5. Used for 10 entities
www.josephdeungria.com
Outline:
21st century Marketing…
But Different in…
6. Major changes in the 3 Strategic Cs
7. SToP with Brands
8. Is Holistic
9. Involves everybody (who?)
10. Involves 7 Tasks
www.josephdeungria.com
For 21st Century Marketing,
5 Things Remained the Same
www.josephdeungria.com
21st Century Same Concept 1:
Marketing is important for
business success
• Delivers top-line growth (revenue)
• Customer retention/ loyalty
communicating and
creating,
delivering value to
www.josephdeungria.com
Needs are still basic,
universal human
requirements.
Respond to 5 Types
of needs:
1. Stated
2. Unstated
3. Real
4. Delight
5. Secret
Basic needs have not changed.
No NEED added or deleted.
21st Century Same Concept 2:
www.josephdeungria.com
21st Century Same Concept 3 and 4:
Marketing meets demand
(ergo, meets needs too!)
www.josephdeungria.com
1. Goods
2. Services
3. Experiences & Events
4. Persons
5. Places
6. Properties
7. Organizations
8. Information & Ideas
21st Century Same Concept 5:
Everything is marketed !
www.josephdeungria.com
In 21st Century Marketing
Many Things Changed
www.josephdeungria.com
1. Globalization
2. Technology
3. Deregulation
4. Privatization
5. More Competition
6. Industry Convergence
7. Consumer resistance
8. Retail Transformation
21st Century Marketing Difference 1:
Competition increased due to
www.josephdeungria.com
1. Globalization
2. Technology
3. Deregulation
4. Privatization
5. More Competition
6. Industry Convergence
7. Consumer resistance
8. Retail Transformation
The Following changed
or disappeared:
Economic Boundaries
Brick and Mortar
Business Rules
Monopolies & Dinosaurs
Way of Doing Business
21st Century Marketing Difference 1:
Competitive Rules changed!
www.josephdeungria.com
1. Buying Power
2. Choices
3. Information
4. Voice
EASIER
5. Ordering
6. Comparison
Customer is a more
powerful KING
INCREASED
21st Century Marketing Difference 2:
Customers are more powerful
www.josephdeungria.com
1. Internet
1. Sales Channel
2. Research
3. On and Off-line buzz
4. Blogs
5. Purchasing savings
2. Niche magazines
3. Mobile
21st Century Marketing Difference 3:
Companies have more
capabilities too!
www.josephdeungria.com
Must cover:
1. Customers (develop long term relationships)
2. Company (internal customers, employees, 4Ps)
3. Competition (performance)
21st Century Marketing Difference 4:
Marketing has to be HOLISTIC
www.josephdeungria.com
1. Develop Strategic Plans
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks
www.josephdeungria.com
1. Develop Strategic Plans
2. Capture Market Insights
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks
www.josephdeungria.com
1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks
www.josephdeungria.com
1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
4. Build Strong Brands
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks
www.josephdeungria.com
1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
4. Build Strong Brands
5. Shape Market Offerings
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks
www.josephdeungria.com
1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
4. Build Strong Brands
5. Shape Market Offerings
6. Communicate & Deliver Value
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks
www.josephdeungria.com
1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
4. Build Strong Brands
5. Shape Market Offerings
6. Communicate & Deliver Value
7. Capture Long Term Growth
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks
www.josephdeungria.com
I Love MARKETING +
21st Century Visual Images
www.josephdeungria.com
Outline:
21st century marketing is…
1. Important to business success (why?)
2. Meeting demands profitably (what?)
3. Used for everything (for what?)
4. Involves everybody (who?)
5. Is Constantly Changing
www.josephdeungria.com
Outline:
21st century Marketing…
6. Understands and meets needs
7. Manages Demand
8. SToP with Brands
9. Is Holistic
10.Involves 7 Tasks
www.josephdeungria.com
In 20th century marketing:
20 was good and can win!
147www.josephdeungri
a.com
ACE + 9 = 20
www.josephdeungria.com
21st Century Marketing:
Only “21” is acceptable
ACE + 9 = 20 ACE + 10 = 21!
www.josephdeungria.com
21st Century Marketing….
Used for everything & involves
everybody
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
EVERYBODY
www.josephdeungria.com
21st Century Marketing….
Is Changing
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
INVOLVES
EVERYBODY
CHANGING
www.josephdeungria.com
21st Century Marketing….
Companies must become better
since competition & customers
have increased
NEEDS,
WANTS,
DEMANDS
Business
Success
CHANGING
EVERYBODY
www.josephdeungria.com
21st Century Marketing….
Demanding Customers, Increased
Competition can bankrupt
Companies (heart attack!)
NEEDS,
WANTS,
DEMANDS
Business
Success
CHANGING
EVERYBODY
www.josephdeungria.com
21st Century Marketing….
ST.P= Segments…
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
EVERYBODY
www.josephdeungria.com
21st Century Marketing….
ST.P= Segments…Targets…
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
EVERYBODY
www.josephdeungria.com
21st Century Marketing….
ST.P= Segments…Targets… Positions
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Promo
Price
Place
EVERYBODY
www.josephdeungria.com
21st Century Marketing….
Positions with Brands
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
Positions with Br ANDS
EVERYBODY
www.josephdeungria.com
21st Century Marketing….
Is Holistic
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
EVERYBODY
www.josephdeungria.com
21st Century Marketing….
Involves 7 Tasks
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
7 TASKS
www.josephdeungria.com
21st Century Marketing…. 7 Tasks
1 Develop Plans
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
7 TASKS
PLANeS
www.josephdeungria.com
21st Century Marketing…. 7 Tasks
2 Captures Insights
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
www.josephdeungria.com
21st Century Marketing…. 7 Tasks
3 Connects with Customers
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS
www.josephdeungria.com
21st Century Marketing…. 7 Tasks
4 Builds Strong Brands
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS
BUILDS BRANDS
www.josephdeungria.com
21st Century Marketing…. 7 Tasks
5 Shapes Market Offerings
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS
BUILDS BRANDS
SHiPs OFFERING
www.josephdeungria.com
21st Century Marketing…. 7 Tasks
6 Communicates & Delivers Value
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS
BUILDS BRANDS
SHiPs OFFERING
COMMUNICATES AND
DELIVERS VALUE
www.josephdeungria.com
21st Century Marketing…. 7 Tasks
7 Creates Long Term Growth
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS
BUILDS BRANDS
SHiPs OFFERING
COMMUNICATES AND
DELIVERS VALUE
LONG
TERM
GROWTH
www.josephdeungria.com
What will this love story tell?
1. Why Models?
2. Why Images?
3. Marketing 101 concepts
4. All concepts in 1 visual framework
5. 21st Century Realities
6. Picture & Win!
www.josephdeungria.com
6. Picture & Win!
Marketing:
1. Has a lingo/ language
2. Is effective using visual model
– 10 x better than common sense
– Can be remembered forever
3. Can make your brand (YOU)
better!
167
www.josephdeungria.com
I LOVE
MARKETING
MODEL
(A Visual, Interactive Technique
To Master Marketing 101)
Prof. Remigio Joseph A. De Ungria Jr., MBA, CDM
Ateneo Graduate School of Business
21st Century
Edition

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A Visual, Interactive and Creative Marketing Model: I Love Marketing