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BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt - 1 - „En förste innföring i markedsföring“

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Presentation on theme: "BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt - 1 - „En förste innföring i markedsföring“"— Presentation transcript:

1 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt „En förste innföring i markedsföring“

2 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Norske markedsföringseksempler: Freia Lilleborg MaarudMaarud Ferd Kims Pringles Sorlandschips BahlsenFerdKimsPringlesSorlandschipsBahlsen FMCG B2C/B2B

3 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Andre eksempler: -InnovationNorway - StatoilHydro (Statoil)InnovationNorway -Drammen - KIWIDrammenKIWI -BI - jetshopjetshop -Jens Stoltenberg

4 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Drammen i mitt hjerte!

5 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Soccer club

6 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt BI Norwegian School of Management I

7 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt BI Norwegian School of Management III

8 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt HSG No.1 Business School in CH

9 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt HHL No.1 Business School in D

10 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Insead No.1 Business School in F

11 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt BI Largest Business School in N

12 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt NIT/ISS + ISS-Hamburg Service Management

13 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt An NIT initiative

14 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt NIT Class 06

15 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Phoenix Center Harburg

16 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Day and night !!!

17 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt My favorites •amazon.com •google.com •ebay.com •c-net.comc-net.com •skype.com •youtube.com •wikipedia.org •myspace.com •xing.com •secondlife.com •more… Yours ? -facebook.com -nettby.no, etc.. twitter!

18 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt de

19 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Customer focus- CRM

20 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt IBM – 10 years on the board

21 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt To watch 1

22 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Excellent example of leadership principles C(S)R

23 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Interbrand google up at 100 Interbrand

24 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt All the bosses in Paris - CRM - CSR - ECR -CEO - CMO

25 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Management principles • Management by ideas • Management by results • Management by control • Management by exception • Management by objectives • Management by system • Management by motivation • Management by crisis • Management by doing nothing • Management by flying around • Management by Which principle is the best? !

26 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt The enterprise / corporation / firm is a productive, social and communicative system It is open to the world, it is dynamic and goal-oriented Definition I

27 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Leadership •Leadership is to decide –goals –resources •thereafter –to take decisions –get things moving –control •It is also –to organize –communicate and –motivate Definition II

28 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt The company’s markets and action dimensions SUPPLIER MARKET CUSTOMER MARKET THE COMPANY Technological dimension Economical dimension Social dimension Ecological dimension Complex management

29 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt CEO AREA FINANCE MARKETING HUMAN RESOURCES INFORMATION LOGISTICS PRODUCTION Generic departments of the company In general

30 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Hvem skaper markedsföringen •Bedriften selv – avdelingene, MRK, FoU, Salg, Reklame, Service, Info, etc. •Markedsanalyse byraaene •Reklamebyraaene •Mediabyraaene •Mediene •Distributörene •Andre hjelpere ?! AC Nielsen… McCann… Mediacom… TV,Print,Internet… Importörer, grossister… Off.og privat konsulenter…

31 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Where we are going to live the rest of our lives

32 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Megatrend Internet 2.Megatrend nanotechnology 3.Megatrend biotechnology 4.Megatrend climate change 5.Megatrend Asia 6.Megatrend English 7.Megatrend demography 8.Megatrend urbanization 9.Megatrend women 10.Megatrend job world Wirtschaftswoche

33 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt World population in the future World Population Growth, 1750–2150 United Nations, World Population Prospects, The 1998 Revision; and estimates by the Population Reference Bureau. Source: United Nations 2009: 7 bill.

34 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt World population per region World Population Distribution by Region, 1800–2050 Population Division, Briefing Packet, 1998 Revision of World Population Prospects. Source: United Nations. Will Europe become a „Museum“?

35 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Trends events historic data variable prognosis ? trend break intervening variable events historic data variable prognosis ? trend break intervening variable ? ? When does the trend break come? LP Casset CD MP3

36 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Marketing trends •Turbo marketing (e-speed) •Global marketing and networking (e-world) •Total quality management and marketing (TQM) •Relationship marketing (CRM) (eCRM) •Multimedia marketing/electronic marketing(e-m/e-c) •Branding (e-branding) / Bio and Eco marketing plus VIRAL marketing VIRAL 2009 E- all over

37 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Marketing “Marketing is market-oriented leadership. That means that marketing contains, analyzes of all market needs, definition of the market, decision about the core business activities, product development, price and conditions, sales and advertising and distribution” Odd Gisholt

38 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt P. Kotler with O. Gisholt kotlermarketing.com

39 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Norwegian edition

40 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Source: P. Kotler Product value Service value Personnel value Image value Monetary price Time cost Energy cost Psychic cost Total customer value Total customer cost Customer delivered value Determinants of Customer Added Value !

41 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Support Activities Firm infrastructure Technology development Human resource management Procurement Inbound logistics OperationsOutbound logistics Marketing & sales Service Primary Activities M A R G I N The generic value chain Source: M. Porter

42 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt ”Marketing is Marketoriented Leadership” •Marketing is a boardroom-matter •Marketing is a matter for the CEO •Führungshaltung •Unternehmerische Denkart Source: O. Gisholt !

43 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Kotler in Munich

44 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt How to develop a company policy? MOTIVATION EMPLOYEES INVESTORS OTHERS COMPANY ANALYZES TODAY AND IN THE FUTURE JUDGEMENT OF THE ENVIRONMENT TODAY AND IN THE FUTURE MISSION VISION POLICY Strengths and weaknesses Threats and opportunities Mission and vision Action SWOT! PESTEL!

45 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Kotler on the mission ”Mission statements are at their best when they reflect a vision” 5 major characteristicas: -limited number of goals -major policies and values -major competetive spheres -long-term view -keep it short and memorable Google Mission: To organize the world‘s information and make it universally accessible and useful

46 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt % core, 20 % related, 10 % new business

47 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Strategic marketing (Long term / corporate level) Image / positioning Market share / Customer loyalty Customer needs Markets / segments Product categories  Data warehousing / data mining Source: H. Weinhold / O. Gisholt stollgiroflex

48 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt QUANTITY TIME MARKET-PENETRATION PRODUCT-DEVELOPMENT MARKET-DEVELOPMENT DIVERSIFICATION Source: I. Ansoff / O. Gisholt

49 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Tactical marketing (short-term) Product development (branding) (b) Product development (branding) (b) Price (conditions) (c) Price (conditions) (c) Promotion (p) (sales and advertising) Promotion (p) (sales and advertising) Place (distribution) (d) Place (distribution) (d) Marketing-Mix Source: P. Kotler / O. Gisholt

50 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Marketing mix Target market Product Price Place Promotion Quality Features Options Style Brand name Sizes Services Warranties Returns List price Discounts Allowances Payment period Credit terms Channels Coverage Locations Inventory Transport Advertising Personal selling Source: P. Kotler

51 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Marketing-mix •There are 7 rules of how to use the Marketing-mix –Concentration –Combination –Differenciation –Harmonising –Synchronising –Go for Quantity –Go for Quality Source: H. Weinhold Simple goods Premium brands

52 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Two-dimensioned Market Field sporty unsporty comfortable uncomfortable BMW BMW

53 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Even today a fan club

54 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt It is still in the family

55 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Major segmentation variables for consumer markets •Geographic: Region, city or metropolis size, climate •Demographic:Age, family size, family life cycle, income, occupation, education, religion, race, generation, nationality, social class •Psychographic:Lifestyle, personality •Behavioral:Occasions, benefits, user status, usage rat, loyalty status, buyer-readiness stage, attitude toward product Source: P. Kotler B2C nidar

56 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Five Patterns of Target Market Selection

57 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Positioning “Positioning is to place an object in the minds of a target-group in such a way that it is perceived to answer the market needs best” – It gives top satisfaction • Type of condition for which the product will be used • Type of costumer for whom the product will be considered • Products with which it will compete most closely Satisfaction means meet Expectations From segmentation to positioning

58 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Differential Advantage “A differential advantage is one or more features of the product offering which satisfies three fundamental criteria” • It differentials the product from all the others, creating a perception of uniqueness • It is important, or can be made to seem important, to the target audience • It is sustainable, over time, against the competition ”Differentiate or die” - J. Trout

59 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Probably not the right direction ?

60 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Marketing of tomorrow is... MULTI-DIMENSIONAL NETWORKING MODULAR STRATEGIC INTERACTIVE FLEXIBLE/ Customized Source: J. Hensmann/ O. Gisholt

61 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt The MARKETING PLAN 1.Executive Summary 2.Situation Analysis 3.Marketing Strategy 4.Financials 5.Control Sample: Pegasus Sports International Kotler/Keller (2009), Pages

62 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt a head at your company ?

63 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Few Europeans

64 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Just BMW from Germany- No Norwegians

65 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Steve Jobs – the enthusiast Apple

66 BI Drammen 2009 Ungt Entreprenörskap Dr. oecon Odd Gisholt Drammen i mitt hjerte! Lykke til videre!


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