Holistic Marketing, Kotler and Keller Style

Holistic Marketing

Cultivators Liz Krueger

March 20, 2011

From Marketing as Middleman

To Marketing as Integrator

Unified Voice

Internal Marketing

“Only when all employees realize their job is to create, serve, and satisfy customers does the company become an effective

marketer.”

Integration & Internal Marketing

• Kotler & Keller customer-focus assessment tool, p 628

How Should Marketing be Organized?

Organizations Vary

• Functional structure most common– Easy to manage– Must balance

demands across the organization

• Specialists– Geographic/regional– Market segment (e.g.,

government, B2B, consumer)

• Matrix marketing with links back to “center of excellence”

• Product or Brand structure for large/diverse product organizations

Brand and Category Management

Category Management

• Brands– Hershey’s– Reeses– Mounds– York– Kit Kat– Twizzler– Jolly Rancher

• Categories– Chocolate Candy– Sugar Confectionary– Gum & Mint– Baking & Pantry– Snacks

Brand Management

• Kashi Products

– Hot Cereal– Cold Cereal– Snack Bars– Crackers– Entrees– Pizza– Cookies– Pilaf– Waffles

Creative Marketing Required

• Develop company-wide passion for customers

• Organize around customer segments instead of products

• Understand customers through qualitative and quantitative research

Create and Innovate• Foster creativity

– Teach and use creativity techniques

– Note trends & brainstorm implications

– Look for ideas everywhere

• Support innovation – Hire diversity– Bring in outside

creative groups– Include all

departments and levels in generating ideas

Effective Execution

• Automate routine processes and templates

• Capture and share best practices

• Continuously improve

Execution Measurement

• Measure marketing returns– Market share– Marketing expense/sales ratio– Overall marketing profitability analysis

• Embed the discipline in your organization• Conduct periodic, comprehensive audits of

marketing effectiveness

Socially Responsible Marketing

“It’s a Bowl Full of Wholesome” – McDonald’s marketing

“How to Make Oatmeal . . . Wrong” – Mark Bittman, NY Times

“Firms of Endearment” spend less and make more

Corporate Social Marketing

• Marketing in support of a non-economic cause or objective

• Cause must be aligned with company products and services to avoid being seen as self-serving

Cheerios Social Marketing

Holistic Marketing

• Consistency and alignment– With CSR– Internal marketing

• Messages from within – or in keeping with the food theme “you are what you eat”

Key Points for Effectiveness

• Marketing imbued throughout the organization

• Internal marketing and alignment of principles and values

• Execution excellence and tools• Gain advantage from CSR orientation• Use social and cause marketing

Holistic Social Marketing Applied