disruptive marketing - emeric delalandre
TRANSCRIPT
When it is the key moment to introduce a market being disrupted...
Innovation on products.Innovation on the usages.Innovation on the designs.Innovation on the technologies.
time
performance
today
product
service
The marketing strategy is the key success factor of a disrupted market. It has to be disruptive :
For example: In line with the shared economy & the new consumers behaviors through technology and personnalisation
Marketing identity
If you are currently the of your industry according to all of your stakeholders
Leaders Strategy
Then, remember that you should aspire to become a CUPCAKE
because...
The leaders are always theCupcakes of their industries...
Being the leader of a disrupted industry is like being the MVP of
this industry The rest of us Follower Leader
Followers StrategyIn every single industry, most of the
competition is focussed on the WHAT and really a few times on
HOW
THE GOLDEN CIRCLEWhatProducts and Services.
HowDifferentiating Value Proposition
WhyContribution to impact and serve others. Inspiration
Source: Simon Sinek
The followers usually adopt an OUTSIDE-IN marketing approach
Followers Strategy
Leaders StrategyUsually adopt an
INSIDE-OUT marketing approach
WHILE THE LEADERS...
Leaders that inspire all think, act and communicate from the inside-out.
Starting with the WHY drives decision-making and behavior !
Disruptive Value.Disruptive Marketing. LOW RISKS. MODEST REWARDS.
Still want to play it as you currently do ?
Create a global sustainable value for all your stakeholders.
Leaders Strategy
Leaders Strategy
Leaders Strategy
Leaders Strategy
Leaders Strategy
Leaders Strategy
Marketing Strategy
Focus on what really matters
DREAM. SEDUCTION. REALISM.Think Sustainability.Think Stakeholders.Think Context.
Your users.Your business.Your suppliers, industry, world.
WHY ?
SUSTAINABLE VALUEWhy do you act like that ?Is it the best value you can offer ?
Marketing Strategy
Focus on what really matters
YOUR USERSPrice, Quality, Availability, Selection, Functionality, Service, Brand Recognition
YOUR INTERNAL STRUCTUREOperations, Processes, Innovation, Performance, Human Capital, Corporation, Attractiveness, Security
YOUR GROWTHProductivity, Revenue, Stakeholders Perception, Finance, Sustainability
SUSTAINABLEMARKETINGFor each marketing decision, you should wonder, why it is creating value or generating some improvements for :
Marketing Foundations
HOW CAN YOU BE DISRUPTIVE ? For a lot of industries, companies are concentrated in the same segment of customers and almost the same targets. The positioning is slightly different, only because of the offer.
→ A lot of opportunities to differentiate in terms of stakeholders benefits, user targets, industry positioning, ways of usage, etc.
BrandingHOW CAN YOU BE DISRUPTIVE ? Usually, brands have a different personality but unfortunately have almost the same image and identity externally. There is often a huge gap between the internal branding VS the external branding. The message you try to send is sometimes completely different from the perception of the targets.
→ A lot of opportunities to differentiate when the market will take-off in terms of stakeholders perception, belief, feeling, and inspiration.
Source: JN Kapferer
CommunicationHOW CAN YOU BE DISRUPTIVE ? If you decide all to be multi platforms, push & pull, with different objectives and budgets, even if you seem to have the same target, you need to differentiate. Focus on what really matters. Be phenomenal or be forgotten.
→ A lot of opportunities to differentiate but in any cases, it should start from your WHY, explaining HOW and incentivizing with WHAT. That drives action, and engagement is the main goal of communication.
➔ SIMPLE OFFER➔ A CLEAR POSITIONING (INDUSTRY, TARGETS, VALUES)➔ BRAND BUILDING
➔ RELATED GROWTH (EXISTING VALUES IMPROVEMENTS) ➔ UNRELATED GROWTH (NEW DISRUPTIVE VALUES CREATION)
Short Term Marketing
Growth challenges
Medi. TermBus. Dev.
ThinkSustainabilityStakeholdersContext
Leaders’ Value CreationWhat is your BRAND ? What are your WHY, HOW and WHAT ?
Is there a MISUNDERSTANDING ?
Source: JN Kapferer
Thanks!You can reach me at :
[email protected] +33 (0)688626339
Need inspiration.. #ASKGARYYVEECredits: Sources quoted on related slides