forumforfuturemarketing

From Integrated Marketing Communication to the Marketing of Sustainable Leaders

E-Book: Marketing 3.0 (PDF, 1,2 MB)

Today, the world is changing at a faster pace than ever before. Not only social and political developments, but also technological changes are shaping modern human life. Twenty years ago, television was the sole defining medium of developed countries. The triumph of the Internet has not only changed the way we access information, but also the way we communicate. The age of mass communication is slowly being replaced by the age of social media. The latter is mainly defining the way people live by offering them new ways of communication. Those technological possibilities can also establish new ways for companies to communicate with customers and represent opportunities as well as risks.

Summary of Chapter 3 – Marketing the Mission to the consumer

Consumers become the new owners of a brand
When a new brand enters the market, the consumers automatically decide if the new products/services are sophisticated enough to fulfill their expectations and needs. When the expectations are met, consumers will identify with the brand and they are going to protect “their brand” in order to keep it the way it was. Prior examples of successful brands, such as IKEA demonstrated that their modifications were rejected by their consumers as they were already strongly connected with the original.

By Marc Grau and Laura Tschentscher

At the moment, the Coca-Cola Company is celebrating its 125th anniversary. The legend says that on May 8, 1886 the pharmacist John Pemberton invented the formula of Coca-Cola. He just sold 9 glasses of Coca-Cola a day in the first year. Today, the Coca-Cola Company has a revenue of $38 billion and a net income of more than $12 billion. For many years, Interbrand has been listing Coca-Cola as the most valuable brand in the world with a brand value that is worth more than $70 billion.

by Vera Eisenbraun, Miryam Reck and Lisa Cibities

Marketing in mature markets

Typical for mature markets is little or no market growth. Consumers are well informed and products are more and more seen as commodities. Creative companies differentiate themselves in these markets with good services and extraordinary experiences.

In mature markets, consumers prefer companies, “whose activities have a positive socio-cultural impact”. (Kotler 2010, p. 121) Here, marketers face a challenge.

The requirement for companies is, to accept the social needs and to participate in finding solutions. The main social issues are: health, privacy and job losses due to offshoring. (Kotler 2010, p. 121-122)

by Vera Eisenbraun, Miryam Reck and Lisa Cibities

Many consumers have lost trust in major corporations and in their executives. Reasons for that loss are often corporate scandals, caused by violation of the corporate values.

The main question is: How can the consumers’ confidence be regained?

Figure 1: Authors' design; based on Kotler, Philip; Kartajaya, Hermawan; Setiawan, Iwan (2010): Marketing 3.0: From Products to Costumers to the Human Spirit. Hoboken, New Jersey: John Wiley & Sons, p. 70-71.

By Stephanie Krömer and Kathrin Maulbetsch

“Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”
Starbucks Mission Statement

This quote is the first sentence of the Starbucks Mission Statement and shows that human beings are the center of attention at Starbucks. In this article we want to analyze to which extent a company, that claims to love the human spirit, is an example for Human Spirit Marketing. First of all we want to have a closer look at Kotler’s definition. According to Kotler “Marketing should no longer be considered as only selling and using tool to generate demand” (Kotler 2010, p. 45). Instead marketers should approach costumers “as whole human beings with mind, hearts, and spirits” (Kotler 2010, p. 4), because “consumers are looking for solutions to their anxieties about making the globalized world a better place”. (ibid).

by Katharina Michailov and Inna Mayer

This article will discuss whether LIDL operates Marketing 3.0 or whether they try to merely inflate their brand.

LIDL is a German retail store chain in the discount segment. It was founded in 1930s and is headquartered in Neckarsulm. LIDL has 88,000 stores in 22 countries and employs 150,000 people worldwide, of which 50,000 work in Germany. The discount chain is part of the Schwarz-Group-Companies, which includes Kaufland and Handelshof.

by Sarah Brecht, Marc Vogelsang and Adrian Saile

Marketing 3.0: From Products to Customers to the Human Spirit.
Marketing Values to Channel Partners (Chapter 5)
Philip Kotler (et. al.)

The trend of globalization is interrelated with the need to enter undeveloped markets to generate profit or value. Traditional kinds of distribution might not work in those markets since social, economical and ecological matters differ from those in developed markets. Furthermore, there are no developed consumer interfaces, which have to be developed in cooperation with regular channel partners, who offer the know-how and contacts for the respective market.

On the other side, there are the developed markets in industrialized countries, where the societies become more sophisticated and demanding, which requires new kinds of distribution but on another level. Basic needs of consumers lose importance and are replaced by higher customer needs, which require consideration of social and ecological factors. In this „era of post-growth society“ (James Speth) customization as a result of technologically advanced distribution becomes less important, while channel partners, who can communicate certain aspects to the customers, rise in importance. Channel partners also offer customer service and most importantly give the companies access to new clienteles.

by Sarah Brecht, Marc Vogelsang and Adrian Saile

Marketing 3.0: From Products to Customers to the Human Spirit.
Marketing the Vision to the Shareholders (Chapter 6)
Philip Kotler (et. al.)

In Order to look inside a possibility to change the goals of companies and the way they are presented, it is important to show the status quo of thinking in many companies: the alignment of goals according to the profit of shareholders.
In most cases, the purpose of a company is to fulfill short term expectations of shareholders, even if this happens at the expense of value-adding investments.

by Kai Erik Trost & Veronika Tomasu

Reflecting the journalistic news over the last few years, the subject “China” and its significant economical upturn had a huge part on it. Nearly every the consumers can find something about the cyclical upturn of Chinese economy or about the increasing activities of both European and American corporations on the Chinese market, planning to operate new in China in the near future.