22 Managing a Holistic Marketing Organization for the Long Run 1

22-2 Chapter Questions What are important trends in marketing practices? What are the keys to effective internal marketing? How can companies be responsible social marketers? How can a company improve its marketing implementation skills? What tools are available to help companies monitor and improve their marketing activities?

22-3 Trends in Marketing Practices Reengineering Outsourcing Benchmarking Supplier partnering Customer partnering Merging Globalizing Flattening Focusing Accelerating Empowering

22-4 Organizing the Marketing Department Functionally Geographically By product By brand By market Matrix By corporate/division

22-5 Tasks Performed by Brand Managers Develop long-range and competitive strategy for each product. Prepare annual marketing plan and sales forecast. Work with advertising and merchandising agencies to develop campaigns. Increase support of the product among channel members. Gather continuous intelligence on product performance, customer attitudes. Initiate product improvements.

22-6 Role of Marketing at the Corporate Level To promote a culture of customer orientation To be an advocate for the customer To assess market attractiveness To develop firm’s overall value proposition, the vision, and articulation of how it proposes to deliver superior value to customers

Corporate Social Responsibility Legal behavior Ethical behavior Socially responsible behavior

22-8 Top-Rated Companies for Social Responsibility Johnson & Johnson Coca-Cola Wal-Mart Anheuser-Busch Hewlett-Packard Walt Disney Microsoft IBM McDonald’s 3M UPS FedEx Target Home Depot

22-9 Cause-Related Marketing Marketing that links the firm’s contributions to a designated cause to customers engaging directly or indirectly in revenue-producing transactions with the firm. Marketing that links the firm’s contributions to a designated cause to customers engaging directly or indirectly in revenue-producing transactions with the firm.

22-10 Corporate Social Marketing Marketing efforts that have at least one non-economic objective related to the social welfare and uses the resources of the company and/or its partners. Marketing efforts that have at least one non-economic objective related to the social welfare and uses the resources of the company and/or its partners.

What kind of CSR? 22-11

22-12 Branding a Cause Marketing Program Self-branded: Create Own Cause Program Co-branded: Link to Existing Cause Program Jointly branded: Link to Existing Cause Program

22-13 Social Marketing Campaigns Cognitive Action Behavioral Value

22-14 Social Marketing Planning Process Where are we? Where do we want to go? How will we get there? How will we stay on course?

Green Marketing

Green Marketing as a Strategic Positioning

22-17 Necessary Skills for Implementing Marketing Programs Diagnostic skills Identification of company level Implementation skills Evaluation skills

The Implementation Challenge How well marketing strategy is implemented and managed on a continuing basis is the ultimate test of market targeting and positioning decisions. Putting strategy into action! 70% of new strategic initiatives fail at the implementation stage

Building and Sustaining Brand Equity © Ike Janita Dewi Internal Branding Brand as a contract of quality requires a full commitment and real supports from the entire organization and its employees to deliver the product and services as promised.

The importance of internal marketing

22-21 The Control Process What do we want to achieve? What is happening? Why is it happening? What should we do about it?

22-22 Types of Marketing Control Annual plan control Profitability control Efficiency control Strategic control

Marketing Audit Comprehensive, systematic, independent periodic examination of a company’s or business unit’s marketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities, and recommending a plan of action to improve the company’s marketing performance.

Characteristics of Marketing Audits Comprehensive Systematic Independent Periodic

Building and Sustaining Brand Equity © Ike Janita Dewi Factors controlled, such as competitive set & income Factors controlled, such as economic condition & market sentiments Brand Portrait Brand Modeling A Roadmap to Brand Research BEHAVIORAL Actual Purchase Product adoption, trial, and referral ATTITUDINAL Awareness Attitude Purchase intention Purchase Intention BUSINESS VALUE Shareholder Value: Cash Flows Share Price BRAND RESEARCH

12-26 KOMODIFIKASI (lessons to learn from “the Joneses”)

Brand Social Leadership: Brands that Change the World Coca-Cola memberikan dukungan kepada prajurit Amerika Serikat di medan perang dan memastikan bahwa mereka dapat membeli Coke seharga 5 sen di mana pun mereka berada.

Brands that Change the World

Building and Sustaining Brand Equity © Ike Janita Dewi Brands that Change the World Logo MTV dan program Staying Alive (dimulai pada tahun 1998) yang memberikan inspirasi dan menanamkan sikap baru terhadap HIV-AIDS (Sumber: