New Age of Marketing and PR
Moving to Post Covid World
Dr Samir Kapur
WHY
Traditional WHAT: HOW:
Marketing
Anatomy of Change
Technology
Pol- Soc-
Economy
Leg Cul
Market
4C Diamond: A Model to Analyze Business Landscape
CHANGE
Technology
Pol-Leg Economy Soc-Cul
Market
COMPETITOR TOWS CUSTOMER
Examination
COMPANY
Source: Rethinking Marketing: Sustainable Market-ing Enterprise in Asia. 2002.Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Sandra Liu
STV-Triangle: Positioning-Differentiation-Brand Triangle
i
brand ntegrity
POSITIONING DIFFERENTIATION
BRAND
Source: Rethinking Marketing: Sustainable Market-ing Enterprise in Asia. 2002.Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Sandra Liu
STV Triangle: 9 Core Elements of Marketing
Source: Rethinking Marketing: Sustainable Market-ing Enterprise in Asia. 2002.Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Sandra Liu
Customer – Product – Brand Management
Customer Product
Management Management
Brand
Management
WHAT
WHY: New Wave HOW:
Marketing
The Future of Power Shifts
The Age of Participation & From Vertical to
Technology Collaborative Marketing Horizontal
The Age of Globalization From Exclusive to
Political Economy Social Paradox & Cultural Inclusive
Legal Culture Marketing
Market
The Age of Creative Society From Individual to
& Spiritual Marketing Social
New Wave Marketing: From 4C to 5C
CHANGE
COMPETITOR
4C CUSTOMER
COMPANY
New Wave Marketing: From PDB to TRIPLE-C
brand ntegrity
CLARIFICATION CODIFICATION
OF PERSONA OF DNA
POSITIONING DIFFERENTIATION
WHAT IS YOUR CONNECTED WHAT IS YOUR
COLOR? CATALYST AUTHENTICITY?
CIVILIZED
CHARACTER
WITH CHARISMA
BRAND
WHAT IS YOUR
AURA?
12 – C of New Wave Marketing
Marketing 3.0
INDIVIDUAL
COMPANY
Mind Heart Spirit
MISSION Deliver Realize Practise
(Why)
SATISFACTION ASPIRATION COMPASSION
VISION
(What)
Profit Ability Return Ability Sustain Ability
VALUES
Make a
(How)
Be BETTER DIFFERENTIATE
DIFFERENCE
HOW
Marketing 4.0
WHY: WHAT: Moving From
Traditional
to Digital
Competitiveness Level of Brands
LEVEL 3
ENGAGEMENT
LEVEL 2
EXPERIENCE
AHA
LEVEL 1
ENJOYMENT OK
Customer Path: From Individual to Social
Aware Appeal
AttitudeAsk Act Advocate
Act Again
Introducing New Brand Metrics
PAR
Purchase Action Ratio
BAR
Brand Advocacy Ratio
The Purchase Action Ratio (PAR)
Act
PAR =
Aware
What PAR really means
PAR = 0.5
Aware Appeal Ask Act Advocate
Brand Market
Awareness* Share
+1% +0.5%
The Brand Advocacy Ratio (BAR)
Advocate
BAR =
Aware
What BAR really means
Appeal Ask Act Advocate
BAR = X X X
Aware Appeal Ask Act
Conversion #1: Creating ATTRACTION
Loyalty Appeal Ask Act Advocate
(BAR)
= X X X
Aware Appeal Ask Act
Conversion #2: Creating CURIOSITY
Loyalty Appeal Ask Act Advocate
(BAR)
= X X X
Aware Appeal Ask Act
Conversion #3: Creating COMMITMENT
Loyalty Appeal Ask Act Advocate
(BAR)
= X X X
Aware Appeal Ask Act
Conversion #4: Creating AFFINITY
Loyalty Appeal Ask Act Advocate
(BAR)
= X X X
Aware Appeal Ask Act
Most Common Customer Path
The Ideal Customer Path: Bow Tie
Aware Appeal Ask Act Advocate
Attraction Curiosity Commitment Affinity
Fix the Gap
ATTRACTION CURIOSITY COMMITMENT AFFINITY
Appeal Ask Act Advocate
X X X
Aware Appeal Ask Act
- Brand positioning - Community - Channel management - Service blueprint &
and differentiation marketing customer care
- Sales force management
- Marketing Communication - Social media - Loyalty program
marketing
Integrating Legacy & New Wave
E3
NEW WAVE MARKETING
LEVEL 3
More New Wave Marketing As Brand Steps Up Competitiveness
ENGAGEMENT Connected marketing approach:
• Confirmation to Customer Community
• Clarification of Brand Character and
Codification
E2
• Connected Marketing Mix (Co-Creation,
Currency, Communal Activation,
LEVEL 2
LEGACY MARKETING Conversation) & its Commercialization
EXPERIENCE
• Customer Care and Collaboration
Conventional marketing approach:
• Strategic Segmentation & Targeting
• Brand Positioning & Differentiation
E1 • Tactical Marketing Mix (Product,
Price, Place, Promotion) & Selling
LEVEL 1
Approach
ENJOYMENT
• Value-Creating Services & Processes
A1 A2 A3 A4 A5
AWARE APPEAL ASK ACT ADVOCATE
More New Wave Marketing As Brand Intervenes Further Across Customer Path
