1. Innovative Marketing Strategy
Lecturer: Michal Varmus
Winter School 2017
ŠKODA AUTO University
Mladá Boleslav
Czech Republic

3. Josef Alois Schumpeter
The new combination of developments, refers to as "innovation".
Companies will try to use technological
innovation - new product or service or
a new process for their production –
when there will gain a competitive
advantage (Josef Alois Schumpeter).
Innovation is real transferring ideas
into new products (goods and services),
processes, systems and social relations.
(Tureková – Mičieta, 2003)

4. Marketing Innovations
Marketing innovations include significant changes in the way trade in goods and services, including design changes and packaging.

5. Shared Vision, Leadership and the Will to Innovate
Key features:
Clearly formulated and shared sense of activity / innovation
Extending our strategic objectives
Involvement of top management
Alexander Graham Bell
: “Mr. Watson, come here, I need you”
Western Union - NO
American Telephone and Telegraph (ATT) - YES
After 4 years 50,000 and after 20 years 5,000,000 phones

6. Key Factors
Organisation
Innovation management
Lateral thinking
Pro-innovation climate

7. Key Factors
Key People

8. Coincidence vs Plan

9. (Chocolate + Customise)

11. 32 % of teenagers Instagram regarded Instagram as the most important social network

12. 76 % of Facebook users visiting this social network daily.
More than 56 % of adults use more than one social network.

13. Instagram platform monitors daily YouTube via mobile devices

15. 1,200 %
41 %
157 %

17. Do not to Sell Own Products
People buy what the others have.
It is not necessary sell products. People are doing it themselves.
Show what's going on.

18. Advice
Focus on what people are doing with your product, not on what the product can.
Allow people to dream - real estate agent.
Create special group.

19. Help your customers help you

20. Create Memorable Messages

21. Slogan Mac “The Computer for the Rest of Us.”
iPod “1,000 Songs in Your Pocket. “
iMac “3 Steps to the Internet.”
Pepsi “Choice of a New Generation.”
“Marketing is not about what you say, but what say about it to others.”

22. Being one step ahead Surprise and delight customers.
Focus on feeling and first impression.
Start with the packaging.

23. Thanks for your attention