Philip Kotler, advises companies on a full review marketing plans
Saturday, March 8, 2008
Arturo Cervantes Shaman
Given the economic situation in the world, marketing guru Philip Kotler, advises companies on a full review marketing plans, considering the possibility of forgetting to customers, channels and products that generate value . Such thinking seems to be well grounded in the theory of Customer Relationship Management (CRM), an issue that is now being given considerable atención.La importance of this trend lies in the need for enterprise-wide focus on identifying, attracting and retaining their best customers, who are vital to the success of the compañía.De hence the commitment made a prominent economist as to gather information and devote more attention to spending and consumen.A time, Kotler emphasizes the need for companies "tropicalize" their products, depending on the market to which attention dirijan.La sales channels, the importance of be effectively exploited web and brand are some of the considerations made in the following exclusive interview. What you see as the new challenges for companies in times of change? What tips to deal successfully? Whenever divide more channels to purchase any product. Besides going to the store, you can purchase a product by mail, phone, retail or online. The company use only one marketing channel for the distribution of your product will face competition from all others. Prices can also be quite different, depending on the channel. Therefore, a company must carefully select the means of distribution used to establish market presence. According to the amount you will require more administrative resources and there will be more opportunity there is a channel conflict and confusion. However, it is important that a company develop a consistent branding and fulfill its brand promise, wherever they sell their products.
What strategies should be developed to meet the slowdown facing the economies of the region dependent on the U.S.? Let me focus on the fact that much of the world is now in recession. The key requirement of marketing in a recession is that the company reconsider its customer mix, a mix of market segments, its mix of channels, its product mix, geographic mix and your marketing mix. It could be longer time to get rid of customers, market segments, channels and product areas unproductive. It is also time to review the pricing and promotion budgets. One of the dangers that exist is that companies, in an effort to save costs in the short term could take steps that harm the prospects of the company's long plazo.Conozco some companies rather increase their marketing spend in difficult times, especially when they see suscompetidores cutting budgets. This gives them the opportunity to gain greater market share. What do you think the CRM is novel, given that marketing itself has always been considered a customer-centric philosophy? Most marketers focused earlier in the mass market or market segments. The advent of Internet and database software enables companies to capture information on today's individual clients. As a result know the client's past transactions, demographics, family size and other data, the company can make its products, services and messages tailored to each client. The CRM has a compelling logic. Therefore, a computer company would not try to sell a new computer to a client, according to the database, just buy one. The company looks in its database for customers who have bought their computer three or four years ago. Definitely, companies get a better accuracy to reach the right customers, instead of spending their money in a mass mailing.
CRM Is it applicable to all companies in the environment world? The CRM is a great system, but not for everyone. The disadvantage is that the costs of collection, updating and data management are high. Much information, including addresses and jobs, it becomes obsolete each year. The company needs to hire experienced analysts to do the job of data collection. Not worth paying these costs so high when the company is selling low unit cost items or products that people only buy once in your life. The point here is whether a particular company would be more efficient to target segments and needs, rather than to individual customers and their needs. In part, the segments are fiction, because customers, even within a segment, have some differences. But at the same time, the segments are an effective means to visualize and develop market offerings. A focus on a segment will pay much more, in many cases, to build and manage a costly information system designed to serve a customer at a time. The idea of \u200b\u200bCRM
easily be displayed in the field of B2B marketing, but when it comes to B2C is more difficult to think of their applicability. Are there examples of successful mass-market CRM today? The CRM is best suited to B2B (Business to Business marketing) than to consumer marketing. Most B2B companies have fewer customers and know more about each client that B2C companies. However, some B2C companies have built customer databases. Dell sales to individual customers are recorded in its database and Dell knows when to suggest new products to individual customers. Kraft maintains a database of several million customers requesting prescriptions Kraft products, coupons and other things from the company. Banks are better at collecting information on individual customers, and thus know when they might be interested in buying a car, pay a wedding or a loan for college education.
Is it worth looking further elements of differentiation in the characteristics de los productos y los mensajes? ¿Cómo enfrentar este dilema?Los clientes se sienten cada vez más atacados por los mensajes comerciales, que vienen no solo de los canales de medios estándar (TV, radio, periódicos, revistas, carteleras) sino de los nuevos, como el e-mail, el fax y otros. Muchos de estos mensajes carecen de creatividad y acontecimientos memorables, y malgastan el dinero de la empresa. Las compañías deben encontrar formas más estratégicas para diferenciarse, en su producto y su oferta de servicios. Yo creo que se requieren habilidades de relaciones públicas corporativas para producir una imagen de una empresa, del tipo de empresa en que los clientes pueden confiar y desean patrocinar.
En los years of its life the evolution of marketing, what is the most important change that this discipline has had? Before, the thought of marketing began with the establishment of the 4 Ps (product, price, place and promotion). Then, marketers realize that to establish the 4 P needed to better understand customers and spent around 4 C (for its acronym in English): customer value, customer costs, customer convenience and customer communication . Over time they realized that the correct starting point, after performing customer research, including segmentation, target and positioning, even before establishing strategic 4 P. Now, it is understood that a company faces four finish options: the mass market, a market segment, a niche market or an individual customer.
What role has marketing in adapting to market products and not vice versa? All markets are local. Many multinational companies make the mistake of entering their standard products in other countries without adaptation. Often the local product wins the product Label. This happened in India, where a local brand of soap he had problems with one of Procter & Gamble. It also happened in the Philippines, where a burger franchise and surpassed McDonald's. My advice for multinationals is to consider "local to" certain aspects of your product and message before inserting. How could
Latin American companies use the Internet to get the most out of your business? Internet does not change the fundamentals of marketing, such as segmentation, targeting (target, goal), positioning the brand, the mixture marketing, etc.. but it provides new capabilities to customers and businesses. Every business should at least establish a website to provide customers and business prospects útil.Algunos information should also be sold on its website, as well as outside the network. Internet will companies to obtain valuable information, may explain their products, offer promotional coupons and samples, will be online focus groups and chat rooms, among other benefits. The importance of the Internet is not simply as an information tool, but as a platform to design a more efficient value chain.
Smart companies are setting up Extranet, which links to its suppliers, distributors and retailers. They are in a better position to monitor sales in real time and therefore have lower inventories and work on a manufacturing and delivery just in time. With lower costs, companies are in a better position to win customers to your value chain. Trademark
new businesses gain privileged positions to very established companies. What should they do these to avoid losing ground? Companies that sell major brands face two strong sources of competition. First, many retail chains are introducing store brands (private labels). These have become as good as national brands and also some retail chains menos.En cost, store brands now account for more than 30% of tenders. Second, national brands also face smaller brands, more locales.Por example, many consumers have changed the microbrewery beer brands, instead of using massive brands. National brands have the following choices: lower prices, introduce a second version with a lower price, the main brand, spend more on advertising, hoping to form a stronger preference for the leading brand and innovate some features or improve the quality of core brand. Kotler
the key requirement for a recession is that the company reconsider its marketing mix. Philip Kotler is considered globally across an authority on the subject of marketing. Since 1988 he is professor at the Kellogg Graduate School of Management, the university's most prestigious marketing mundo.Es the founder of the Kotler Marketing Group (KMG), a consultancy that advises companies in the areas of strategy, planning and organization of marketing and marketing companies internacional.Entre which gave advice include: IBM, AT & T, McDonald's, Motorola, Telecom, Ford Motor, JP Morgan and Novartis.Es author or coauthor of 25 books, many of which have been translated into more than 20 idiomas.Entre including Marketing Management, The Financial Times considered by a of the 50 best business publications.
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