Les Fondamentaux du Marketing - Le mot chien peut
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Thierry Tryant-Démaretz Les Fondamentaux du Marketing 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 lesmordusdumotchien - leblog lesmordusdumotchien - YouTube Useful links: TTD blog: to download courses, read follow up cases and concepts close to the book Le mot chien peut-il mordre? (Can the word dog bite?), aso http://lesmordusdumotchien.unblog.fr You Tube TV channel developing audio and video cases by TTD: https://www.youtube.com/channel/UCXCl06ckOhCL260MYkFQXWA TTD detailed profile: https://fr.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 2 Course outline… 1/ What is marketing? 2/ How to understand the consumer’s behaviour? 3/ The Strategical Marketing 4/ The Conception Marketing 4.1/ The Marketing Positioning 4.2/ The Marketing Mix 5/ The Operational Marketing 6/ The marketing Plan Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 3 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 4 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 5 . Before Kotler, Ralph Cordiner, one of General Electric manager, explained in the 1952 annual report: « So, this is marketing which will give the right objectives to engineers and production managers, because marketing research and analysis show what kind of products customers are looking for, at what price, and where and when he wants to buy them ». Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 6 . The evolution of the marketing is collectively awarded to two phenomena: . The one would be the multiplication of products answering the same utility; . Other one would be a change of consumer, more unstable in his choice, more individual in its behavior. . The role of the marketing can only be undestood by inserting this discipline into a dynamic context, that by observing its evolution in parallel with that of the environment. The traditional doctrine of the marketing management recognizes the client orientation as the hard core of the marketing because it drives to a double positive result: the customer satisfaction and the performance of the company. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 7 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 8 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 9 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 10 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 11 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 12 The 2 or 3 marketing elements… . Traditionnally: Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 13 The 2 or 3 marketing elements… . Traditionnally: Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 14 The 2 or 3 marketing elements… . Traditionnally: Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 15 The 2 or 3 marketing elements… . But it is more efficient to think about the point this way: Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 16 The 2 or 3 marketing elements… . But it is more efficient to think about the point this way: Mix Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 17 The global marketing process… MARKETING POSITIONNER MARKETING MIX STRATÉGIQUE 4W 4P CIBLE PLA N CONCEPT PRODUCT MARKETING OPÉRATIONNEL PRICE PLANS D’ACTIONS MARKETING BÉNÉFICES CADRE PROMOTION PLACE PLATE-FORME DE ATTRIBUTS CLÉS DE POSITIONNEMENT MARKETING MIX OPÉRATIONNELS Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 18 2 How to understand the consumer’s behaviour? Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 19 1.Pourquoi s’efforcer de connaître le comportement des consommateurs? . Des comportements à mettre en corrélation avec des caractéristiques socio-démographiques, d’équipement, de situations de vie… . Sous les comportements, des « raisons », des motivations, des freins, des attitudes, des opinions… Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 20 Pourquoi s’efforcer de connaître le comportement des consommateurs? . Avoir compris les consommateurs permet la formulation des insights les plus efficaces, précis, motivants. => Tout ceci débouchant sur la définition la plus précise d’une CIBLE marketing, pierre angulaire du positionnement qui sera exprimé ensuite par le marketing mix. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 21 1.Pourquoi s’efforcer de connaître le comportement des consommateurs? . Le comportement est le résultat de la combinaison de: . Facteurs rationnels, analytiques, conscients (besoins exprimés, jugements sur le produit, appréciation du prix…) . Facteurs psychologiques, émotionnels (ressentis). . Facteurs sociologiques (appartenance à une tribu, rejet d’un groupe social, effet wanabe, leaderships d’opinons, trendsetting, viralité….). Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 22 1.Pourquoi s’efforcer de connaître le comportement des consommateurs? Le comportement: le résultat de processus complexes et sous-jacents. . Quelques notions clés: . Opinion. . Attitude. . Motivation. . Déclaratif. . Projection/identification. . Insight. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 23 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 24 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 25 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 26 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 27 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 28 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 29 Les 5 fonctions des études marketing Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 30 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 31 Etude Qualitative • Identifier les motivations/ freins : comprendre • Interviews, focus groups • • Etude Quantitative • Mesurer ou quantifier • Surveys Les questions: pourquoi, comment, de quelles façons, à quelles conditions, dans quel contexte, dans quel but… • Les questions: qui, quoi, combien, quand, où, lequel, quelle fréquence.... Échantillon significatif par rapport à la question • Échantillon représentatif du marché Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 32 3 The Strategical Marketing Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 33 Définition: Le marketing stratégique est directement lié à la stratégie marketing, représentante directe de la ligne de conduite générale d'une entreprise. C'est une réflexion analytique qui s'établit sur le long terme, et qui rassemble toutes les décisions ou directions à suivre en fonction de la stratégie marketing adoptée. Les décisions établies en fin de processus de réflexion marketing stratégique se matérialisent notamment pas l’élaboration du plan marketing. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 34 A few strategical marketing tools… . L’outil PESTEL . L’outil SWOT . La matrice BCG . La matrice Mc Kinsey . La matrice ADL . La matrice de Porter . Segmentation tool Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 35 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 36 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 37 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 38 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 39 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 40 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 41 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 42 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 43 . SEPTE tool (PESTEL) Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 44 . SEPTE for SNCF Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 45 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 46 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 47 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 48 Matrice du BCG: Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 49 Matrice Mc Kinsey: Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 50 Matrice ADL: Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 51 Matrice de Porter: Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 52 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 53 LE BUSINESS MODEL CANVAS The Business Model Canvas Designed for: Designed by: Key Partners Key Activities Value Propositions Customer Relationships Who are our Key Partners? Who are our key suppliers? Which Key Resources are we acquairing from partners? Which Key Activities do partners perform? What Key Activities do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue streams? motivations for partnerships Optimization and economy Reduction of risk and uncertainty Acquisition of particular resources and activities catergories Production Problem Solving Platform/Network What value do we deliver to the customer? Which one of our customer’s problems are we helping to solve? What bundles of products and services are we offering to each Customer Segment? Which customer needs are we satisfying? What type of relationship does each of our Customer Segments expect us to establish and maintain with them? Which ones have we established? How are they integrated with the rest of our business model? How costly are they? characteristics Newness Performance Customization “Getting the Job Done” Design Brand/Status Price Cost Reduction Risk Reduction Accessibility Convenience/Usability Date: Version: Customer Segments For whom are we creating value? Who are our most important customers? Mass Market Niche Market Segmented Diversified Multi-sided Platform examples Personal assistance Dedicated Personal Assistance Self-Service Automated Services Communities Co-creation Key Resources Channels What Key Resources do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue Streams? Through which Channels do our Customer Segments want to be reached? How are we reaching them now? How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines? types of resources Physical Intellectual (brand patents, copyrights, data) Human Financial channel phases 1. Awareness How do we raise awareness about our company’s products and services? 2. Evaluation How do we help customers evaluate our organization’s Value Proposition? 3. Purchase How do we allow customers to purchase specific products and services? 4. Delivery How do we deliver a Value Proposition to customers? 5. After sales How do we provide post-purchase customer support? Cost Structure Revenue Streams What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive? For what value are our customers really willing to pay? For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues? is your business more Cost Driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing) Value Driven (focused on value creation, premium value proposition) types Asset sale Usage fee Subscription Fees Lending/Renting/Leasing Licensing Brokerage fees Advertising sample characteristics Fixed Costs (salaries, rents, utilities) Variable costs Economies of scale Economies of scope fixed pricing List Price Product feature dependent Customer segment dependent Volume dependent dynamic pricing Negotiation (bargaining) Yield Management Real-time-Market designed by: Business Model Foundry AG The makers of Business Model Generation and Strategyzer This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. 2016 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz [email protected] strategyzer.com https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 54 LE BUSINESS MODEL CANVAS Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 55 . Segmentation tool Definition: cut a market in smaller units to send better the customers of this market, more finely, to bring more value to every profile of target. . Some examples of criteria of segmentation: . By Socio Demographical Criterias (age, CSP, sex, equipment…) . By behavioral criteria (practices… . By criteria of personal situation (type of hair, skin, place of residence / work…). . By criteria of opinion in the novelty, the political or religious orientation, the conviction on the education of the children, the sensibility to fashion… Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 56 . Schematically: Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 57 . Schematically: Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 58 . Some examples: Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 59 . Some examples: Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 60 . Some examples: Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 61 4 The Conception Marketing Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 62 An introduction to the conception marketing Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 63 An introduction to the conception marketing Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 64 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 65 Mais attention: le mot « positionnement » est un faux-ami: . Positionnement stratégique de l’entreprise. . Positionnement de marque. . Positionnement du produit. . Positionnement publicitaire. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 66 4.1/ The positioning of a product Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 67 The marketing positioning of a product… Definition: . To build the positioning of a product is to tell the concept of the product (What?), with his benefits (Why?) to a precise target (Who?), according to a specific mental environment, or market, or universe (Where?). Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 68 The 4 W’S system of positioning… . What is a system? = An organized, purposeful structure that consists of interrelated and interdependent elements (components, entities, factors, members, parts etc.). These elements continually influence one another (directly or indirectly) to maintain their activity and the existence of the system, in order to achieve the goal of the system. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 69 So… WHO? WHY? POSITIONING WHAT? WHERE? INTERELATIONS BETWEEN ELEMENTS Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 70 Examples… 1 idea = to combine chewing gum and toothpaste -> 3 possible positionings! Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 71 Examples… 1/ Pour ....(les jeunes adultes actifs soucieux de perfection d’hygiène dentaire et de fraîcheur d’haleine)... ... x est le premier ...(dentifrice à mâcher)... ...qui apporte ...(la praticité d’un usage à tous moments et en tout lieu, sans contrainte)... ...dans l’univers des …(pâtes dentifrices). Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 72 Examples… Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 73 Examples… 2/ Pour ....(les adultes de plus de 40 ans soucieux de préserver leur capital dents le plus possible par une hygiène irréprochable)... ... x est la première ...(pâte dentifrice à mâcher)... ...qui apporte ...(la possibilité d’un entretien dentaire pratique plusieurs fois par jour)... ...dans l’univers des ...(pâtes dentifrices). Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 74 Examples… Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 75 Examples… 3/ Pour ....(les enfants et adolescents qui trouvent le brossage des dents fastidieux)... ... x est le premier ...(chewing gum dento-actif)... ...qui apporte ...(la garantie sans contrainte d’un entretien dentaire régulier en plus du plaisir habituel de mâcher)... ...dans l’univers des ...(chewing gums). Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 76 Examples… Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 77 Let’s take care!… We are talking about a marketing positioning, not about the process which owns the same name but is a communication tool: Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 78 Let’s take care!… Some marketing books or web sites describe the positioning as the « 5thP » of the marketing mix. Big mistake! The positioning comes before the mix and orientes the 4 P, as we have seen it before. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 79 The consumer insight… A « buzz word » to clarify: . Within 4 W of the positioning, the insight is the anteroom of the concept (What?), it precedes and prepares the ground for the concept. It is the foot which keeps the door half-opened to take advantage of the interest which it creates at the target to explain and sell the concept. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 80 The consumer insight… A « buzz word » to clarify: So, the insight is the preliminary compost in the head and the life of the target, the compost which is going to fertilize, to secure and to optimize the good welcome which will be made for the concept, for the offer. To resort to the marketing of the insight, it is to force to put in commercial proposal only offers which are already based on a previous convenient and favorable situation, wether this one is explicit (marketing of the demand - the insight points an already sensitive point to the target and is only reactivating it, updating it; or implicit (marketing of the offer - the insight points a desire, a dream or a problem, a frustration, the target of which had no clear consciousness). Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 81 The consumer insight… A « buzz word » to clarify: Practically, the insight is usually an introductory sentence in the concept which begins by " because. ", formulation which tries to highlight a causality previous to the concept. It is followed by the answer " because », and then the concept is exposed. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 82 The consumer insight… Consumer insight typology: - An axis " insight centered " versus " insight moved away from the center ". A centered insight is an insight directly connected) to the product, to the concept, to the offer. A moved away from the center insight is an insight which fetches the intermediate consensus of the target more widely in its life, in its more general concerns. To return then towards the promise, the concept, as refocused answer. - An axis " insight consonant " versus " insight dissonant ". A consonant insight is an insight made of of a sentence all in one piece, declarative. A dissonant insight is an insight which after a first sentence (" because.), continues of a sentence in opposition introduced by it "but" which introduces of the tension, the frustration, some cognitive dissonance. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 83 The consumer insight… A « buzz word » to clarify: Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 84 The consumer insight… Examples: . Insight consonant centré: - « Parce que se dorer la pilule au soleil sous les palmiers le plus souvent possible, c’est le rêve… » (insight pour un concept de voyagiste low price ou une formule d’abonnement avec tarifs dégressifs selon la fréquence de séjours chez ce même voyagiste, par exemple). Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 85 The consumer insight… Exemples: Insight dissonant centré: - « Parce que se brosser les dents deux fois par jour, c’est important… (shifter) oui mais voilà, c’est fastidieux en diable et on ne le fait pas toujours » (insight pour un chewing gum dentifrice qui permet de prendre tout de même soin de ses dents en cas de coup de mou sur la brosse à dents). Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 86 The consumer insight… Exemples: . Insight consonant décentré: - « Parce que comparer ceci avec cela fait partie des plaisirs de la vie » (insight pour les comparateurs Leclerc: l’on commence par montrer diverses comparaisons dans la vie - telle personne face à telle autre, tel fromage ou vin face à tel autre, telle paire de chaussures face à telle autre…-, puis l’on recentre sur la comparaison des prix qui en fait partie, elle aussi). Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 87 The consumer insight… Exemples: . Insight dissonant décentré: - « Parce que rester le matin au lit en grasse matinée, quel pied!…, (shifter)… oui mais voilà, il faut se lever pour aller bosser… » (insight historique Tahiti douche, qui prépare le concept de « dernier rêve avant la journée », comme si le moment douche était la continuité de la nuit et non le premier geste de la journée laborieuse). Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 88 The consumer insight… Tahiti Douche case: Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 89 The marketing concept… Definition: . For the marketing, a concept is a sentence which describes an idea of product or service by bringing on the idea a look which makes it most clear, most suggestive and motivating possible for the custumer. . We said " a sentence ", that is a set of words (articles, substantives, verbs, adverbs, adjectives), so the lexical dimension of the sentence, a set of words which follow a certain organization, a certain order, we have named the syntax. The necessary but sufficient number of words, in which is transplanted the quality of the chosen words and their evokative articulation. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 90 The marketing concept… . Let us remember our positioning example: " toothpaste to be chewed " versus " dento-active chewing gum ". In both cases, four words, not one more nor one less. . Let us deconstruct the functioning of these two sentences in our head. Indeed, without we are conscious of it, the global picture generated in our spirits by these two sentences can be analytically be deconstructed, according to a process of semiotics of the text (cf Roland Barthes, The zero degree of the writing, Le Seuil, 1953), the process of dividing lexical items (minimal units of meaning). Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 91 The marketing concept… . Let's go: " a toothpaste « …What have we in mind if it is not a tube of one of our preferred brands containing a creamy dough? Then " to chew " solidify this first mental image, makes it rubbery as a chewing gum - despite the fact that the word "chewing gum" is not pronounced. We managed to evoke a chewing gum without saying it, according to the principle of poetics of the isotopie. On the other hand, " to chew " specifies the operating principle and the specific functioning of this toothpaste not as the others: the chewing. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 92 The marketing concept, the What?… Example: Pouss’Mouss. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 93 Pouss’Mouss: 2 so different concepts: 1/ x est un savon crème en flacon doseur. 2/ x est un distributeur de nettoyant liquide pour les mains. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 94 Pouss’Mouss: final concept platform. . (Cibles) Pour les mères de famille confrontées à la mission de faire se laver les mains leurs enfants qui trouvent le lavage des mains inutile et fastidieux. (Plate-forme concept) (insight) Parce que faire se laver les mains aux enfants, quelle galère. Il faut le dire dix fois et après il faut tout nettoyer (rationnels), on se sent à la fois usée et mauvaise mère (psychologique) et c’est source de conflits constants avec les petits (sociologique). (coeur de concept) C’est pourquoi est aujourd’hui lancé Pouss’Mouss, le premier savon en pompe pratique, propre et rigolo. Un, on pousse; deux, ça mousse. Désormais, ce sont les enfants qui vont réclamer aller se laver les mains. (Bénéfices) Plus besoin de s’énerver et de répéter dix fois. Fini le nettoyage après leur passage au lavabo, on se sent zen, bonne mère, et les enfants ont les mains propres dans la bonne humeur. (Moralité/signature): Pouss’Mouss, c’est plus malin pour se laver les mains. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 95 4.2/ The marketing mix Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 96 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 97 mix… Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 98 The 4 P’S are also a system… Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 99 …and let’s remember the word « mix », like a mayonnaise. …which means that the global result may not be reduced to a simple addition of elementary elements. It is a « Gestalt ». Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 100 What is a « gestalt »?: The psychology of the shape or gestaltism (from German, Gestaltpsychologie) is a psychological, philosophic and biological theory, according to which the processes of the perception and the mental representation treat spontaneously the phenomena as structured groups of the forms and not as a simple addition or a juxtaposition of elements. The gestaltist theory was proposed at the beginning of the 20th century, in particular by Christian von Ehrenfels, and bases itself on several postulates: . In the first place, the psychic activities take place in a complex and open system, in which every partial system is determined by its relation in its meta systems. . Secondly, a system is conceived in the gestaltiste theory as a dynamic unit defined by the relations between its psychological elements. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 101 Gestalt, an example: Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 102 The product, more precisely: . « Product » itself (here, water). . « Shape » (here, bottle design, materials…) . « Name » (here, Evian) . « Packaging (colors, drawings or photos, typographies, assertions, claims…) . Complex product/service offers belong to that P too. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 103 At last, let’s notice that the Product is a Gestalt in the global Mix Gestalt. For instance, the Café Noir de Delacre: Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 104 The price, more precisely: . The price may be a simple price. . But other patterns are also include in this P: fremium models, printers/consumables for printers… . The price may is relative to its environment. For instance, Nespresso at home versus Nespresso in business area. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 105 The price, the Nespresso Case: At Home: Nespresso versus Packed coffee Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 106 But: At work: Nespresso versus Vending machine Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 107 Le’s check this price affair: . At a price of about 30 cents, a capsule of Nespresso is not expensive in itself for the "particular" customer (BtoC = Business to Consumer). Some Nespresso managers summarizes moreover Nespresso as being " all the codes of the luxury for 30 cents ". . If we begin to compare the cost of a Nespresso versus an espresso realized with some ground coffee in package, the analysis changes, of course: with a package of 250g of ground coffee sold (San Marco) approximately 3€ the package of 250g, we can realize approximately 30 espressos (7 / 8g of ground coffee by espresso), so approximately 10 cents by espresso. So, only if the customer is engaged in the difficult mental gymnastics described above, Nespresso thus costs approximately 3 times more than a classic espresso. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 108 Quite a lot, but it is necessary to spend time (and without any mistake) to understand the difference. And this does not take into account the ease to make a successful good espresso effortlessly, without skill, by choosing its taste in the course of the desires, etc.. . But more surprising: Nespresso (always at 30 cents the capsule) compared in universe BtoB (Business to Business) in a plastic tumbler paid 50 cents (even more) at the vending machine of the company (or of the school) seem abruptly very cheap (without taking into account the quality of the coffee, of course). Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 109 The place, more precisely: . The place may be the traditional place of the product on the shelves, in supermarkets. . But the place is also the « selling idea », the way the consumer is exposed to the product to buy it. For instance, the Tupperware way of selling. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 110 The Promotion, more precisely: . The Promotion is of course advertising. . But it is also promotion, public relations, press relations, social networking, viral marketing, street marketing, brand content and storytelling… Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 111 Problem: marketers design the mix element by element, but the consumer perceive it at a glance, a « Gestlat » way. => Let’s be careful and let’s use market research tests to optimize the mix. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 112 Outils complémentaires: Les 5 C. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 113 Outils complémentaires: Les 5 E. Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 114 5 The Operational Marketing Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 115 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 116 Exemple Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 117 6 The Marketing Plan Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 118 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 119 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 120 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 121 Conclusion Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 122 Les Fondamentaux du Marketing – Thierry Tryant-Démaretz 2016 [email protected] https://www.linkedin.com/pub/thierry-tryant-démaretz/1/60/990 123
