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this presentation compares the old marketing against new marketing paradigm. There are subtle but important disruptive changes that the entrepreneur or the marketer must sharply note. Old marketing practices, while still functional, might not work very well in this 21st century. This presentation is a lecture at the entrepreneurship elective subject at the Ateneo Grad School of Business in the Phil, a leading university in MBA, education and has been uploaded for the convenience and ease of access by the present and past students of the said elective. The lectures have been upgraded and updated, and thus would update what the students have learned in the past.
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ENTREPRENUERIAL ENTREPRENUERIAL MARKETINGMARKETING
New MarketingNew Marketing
Definition of businessDefinition of business
An entity that creates An entity that creates CUSTOMER.CUSTOMER.
Or that adds value to the Or that adds value to the customer.customer.
Better than:Better than: COMPETITORSCOMPETITORS BEFOREBEFORE
Two essential functions Two essential functions in a business:in a business:
MARKETINGMARKETING
INNOVATIONINNOVATION
MARKETINGMARKETING
Continuously satisfyingContinuously satisfyingCustomer Customer needsneeds & & wantswantsAt a profitAt a profitBetter than competitorsBetter than competitors
NEEDS WANTS
NEEDS WANTS
NEEDS WANTS
Maslow’s Hierarchy of Maslow’s Hierarchy of NeedsNeeds
NeedsNeeds
Value according to Value according to STARBUCKSSTARBUCKS
1 tbsp of Great Taste coffee= P0.271 tbsp of Great Taste coffee= P0.27
1 sachet 3 in l = 2.70 (l0x)1 sachet 3 in l = 2.70 (l0x)
1 brewed coffee at McDo = 27.00 1 brewed coffee at McDo = 27.00 (100x)(100x)
1 coffee at Starbucks =100.00 1 coffee at Starbucks =100.00 (500x)(500x)
How is value created, delivered and How is value created, delivered and captured?captured?
Value According to Value According to StarbucksStarbucks
Who is the Customer?Who is the Customer?
The one who PAYS.The one who PAYS.
What is our channel/link to him/her?What is our channel/link to him/her?
How is value delivered?How is value delivered?
What is price he/she is willing to pay?What is price he/she is willing to pay?
ValueValue CreationCreation
DeliveryDelivery
CaptureCapture
CustomersCustomers
OLD MARKETINGOLD MARKETING
2020thth century century
Customers by channelCustomers by channel
PositioningPositioning
P’s of MarketingP’s of Marketing
House of P’sHouse of P’s
Positioning / USP
Passionate People
Persistence / Patience
Pla
cem
ent
Process thatfulfills a Promise
PrayerP
rom
oti
on
s
Pri
ce
Pro
du
ct
Primary Target
Market
PersistentProfits
16 P’s
Marketing mixMarketing mix
Who is the Customer Who is the Customer (PTM)?(PTM)?
Building a community of Building a community of customers (CRM)customers (CRM)
Customer ServiceCustomer Service RewardsRewards Loyalty incentivesLoyalty incentives
A Community of A Community of CustomersCustomers
2121STST CENTURY CENTURY MARKETINGMARKETING
New MarketingNew Marketing
Guerrilla marketingGuerrilla marketing
WOM marketingWOM marketing
Freemium marketingFreemium marketing
Social media marketingSocial media marketing
The long tailThe long tail
Guerrilla marketingGuerrilla marketing
Blue ocean Blue ocean
Entering new marketsEntering new markets
Setting the rules.Setting the rules.
Blue OceanBlue Ocean
FreemiumFreemium
Long TailLong Tail
Viral MarketingViral Marketing
Purple CowPurple Cow
PURPLE COWPURPLE COW
Mooooo!!!!Mooooo!!!!
Your new calling card:Your new calling card:
The new positioningThe new positioning
The new mediaThe new media
SOCIAL SOCIAL NETWORK:NETWORK: FacebookFacebook TwitterTwitter FriendsterFriendster
SOCIAL MEDIA:SOCIAL MEDIA: You TubeYou Tube FlickrFlickr
The NEW Marketing The NEW Marketing DirectorDirector
THE SEOTHE SEO
New MarketsNew Markets
New SatisfactionNew Satisfaction
New CustomersNew Customers
New CompetitorsNew Competitors
New MarketsNew Markets
New Customer New Customer SatisfactionSatisfaction
New CommunicationNew Communication
ConversationsConversations
New RevenuesNew Revenues
New costsNew costs
New value chainNew value chain
THANK YOUTHANK YOU
profjorge.entrep@gmail.comprofjorge.entrep@gmail.com
•AcknowledgementAcknowledgement
Pictures are from Google imagesPictures are from Google images Many ideas are from slideshare pptsMany ideas are from slideshare ppts The presentor acknowledges the The presentor acknowledges the
source of these ideas.source of these ideas.
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