NEW WAVE MARKETING

ByHermawan Kartajaya

Founder and CEO of MarkPlus, Inc

“The World Is Still Round, The Market Is Already Fl at”

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Hermawan Kartajaya is widely known as “ one of the 50 Gurus who have shaped the future of marketing ”

About Hermawan Kartajaya“Hermawan Kartajaya, a world class marketing modeler, has blended the

latest marketing trend with a conceptual foundation.”Philip Kotler

S.C. Johnson & Son Distinguished Professor of International Marketing Kellogg School of Management

“Hermawan Kartajaya is to Asian Marketing what Philip Kotler is to Global Marketing.”

Warren J. Keegan Lubin School Distinguished Professor of Business,

Pace University

“Most of what I know about Marketing, I learned from HermawanKartajaya.”

S. David Young Professor of Accounting & Control, INSEAD Author of EVA and Value Based Management

“The Positioning of Hermawan Kartajaya in Marketing is unique. He is a combined Âproduct of Western Mind, Asia Heart and Indonesian Soul.

Every company must get his advice.”Al Ries

Chairman, Ries & RiesAuthor of Focus: The Future of Your Company Depends on it

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David AakerTim Ambler

Simon AnholtMichael J Baker

Drayton BirdStephen BrownDave Chaffey

Hugh DavidsonLeslie De Chernatony

Mark EarlsBarry J Gibbons

Malcolm GladwellSeth Godin

Dr. Evert GummesonGary Hamel

Sam HillJohn Philip Jones

Hermawan KartajayaBruce KasanoffPhilip J Kitchen

Naomi KlienArdi Kolah

Philip KotlerTheodore Levitt

Martin Lindstorm

Steve Luengo-JonesMalcolm McDonald

Regis McKennaFrederick NewellKenichi Ohmae

Stanley PaliwodaA. Parasuraman

Don PeppersTom PetersNigel PiercyJohn Quelch

Cees Van RielAl Ries

Martha RogersDon E. ShultzPeter Senge

Patricia B. SeyboldJagdish N. ShethRajendra Sisodia

Merlin StoneDavid TaylorJack Trout

Hugh WilsonYoram Wind

Sergio Zyman

The Guru Gallery(CHARTERED INSTITUTE OF MARKETING-UNITED KINGDOM)

Hermawan Kartajaya is The Recipient of The Distinguis hed Global Leadership Award from Pan-Pacific Business Associat ion, which was presented by Prof. Sang M Lee, in June 2, 2009 in Shenzhen, China

NEW WAVE MARKETING

ByHermawan Kartajaya

Founder and CEO of MarkPlus, Inc

“The World Is Still Round, The Market Is Already Fl at”

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The Capitalist ManifestoThe New World Economic Order – We Still Need Globali zation and Capitalism!

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Marketing 3.0 – Values-Based MarketingThe New Marketing Order – The Meaning of Marketing a nd the Marketing of the Meaning

• To be launched in June 2010 at Philip & Nancy Kotler Hall, Allen Center, Kellogg School Of Graduate Management, Chicago

• Book is Available at Amazon.com for pre-order

• To be launched in June 2010 at Philip & Nancy Kotler Hall, Allen Center, Kellogg School Of Graduate Management, Chicago

• Book is Available at Amazon.com for pre-order

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Marketing 3.0 – Values-Based MarketingThe New Marketing Order – The Meaning of Marketing a nd the Marketing of the Meaning

DeliverSATISFACTION

RealizeASPIRATION

PracticeCOMPASSION

Profit Ability Return Ability Sustain Ability

Be BETTER DIFFERENTIATEMake a

DIFFERENCE

Mind Heart Spirit

Mission(Why)

Vision(What)

Values(How)

INDIVIDUAL

CO

MP

AN

Y

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Marketing 3.0 – Values-Based MarketingThe New Marketing Order – The Meaning of Marketing a nd the Marketing of the Meaning

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Chaotics Is The New NormalityIt Has Become Difficult To Manage The Business Land scape

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New Wave MarketingWe Need To Adopt A Horizontal Approach For Marketin g

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how

what

whywhy

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Economy

Technology

Market

PoliticalLegal

SocialCulture

The Change DriversSHIFTS are happening in Technology, Political Legal , Economy, Social Culture, and Market

One to ManyOne to Many Many to ManyMany to Many

GovernmentGovernment

GovernanceGovernance

BeliefBelief

HumanityHumanity

CloseClose OpenOpen

G7G7 G20G20

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The New Wave Landscape: From 4Cs To 5CsWe Now Need Connectors

CHANGE

COMPETITOR CUSTOMER

COMPANY

CONNECT

4C LANDSCAPE 5C GLOBOSPHERE

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SOCIALSOCIAL

EXPERIENTIALEXPERIENTIAL

MOBILEMOBILE

The Three Connectors in New Wave LandscapeBeware Of Their Emergence

They’re Here…

…There…

…and Everywhere!

Online &

Offline

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In the New Wave Era, Connectors are Here, There and EverywhereNike Human Race 10K Example

Experiential

Here…

Mobile

…There…

Social

.. And Everywhere

Following races in each city, participants will be treated to an exclusive music concert featuring some of today’s top artists. The race will be open to anyone, anywhere. Runners outside of the 25 race day cities can join by logging into nikeplus.com. With the help of Nike+ and the Nike+ SportBand, every city and every road can become a race-day course.

Beyond running and music, the Nike+ Human Race is also an opportunity to give back. Participants will be able to run for a worthy cause and support the three official Nike+ Human Race charitable partners: the Lance Armstrong Foundation –uniting people in the fight against cancer; WWF - the global conservation organization addressing the causes and impacts of climate change; and the UN refugee agency's million.org campaign – bringing sport and education to refugee youth

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In the New Wave Era, Connectors are Here, There and EverywhereLessons from Obama Campaign

Experiential

Here…

Mobile

…There…

Social

.. And Everywhere

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In the New Wave Era, Connectors are Here, There and EverywhereLessons from Obama Campaign

Marketer % of votes

Obama 36.1%

Apple 27.3%

Zappos 14.1%

Nike 9.4%

Coors 8.7%

McCain 4.5%

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how

what

whywhy

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DIFFERENTIATIONPOSITIONING

BRAND

CONNECTEDCATALYZED

CIVILIZED

CLARIFICATIONOF

PERSONA

CODIFICATIONOF

DNA

CHARACTERWITH CHARISMA

WHAT IS YOUR COLOR?

WHAT IS YOUR COLOR?

WHAT IS YOUR AUTHENTICITY?WHAT IS YOUR AUTHENTICITY?

WHAT IS YOUR AURA?

WHAT IS YOUR AURA?

brand integrity

brand identitybr

and im

age

NEW WAVE MARKETINGFrom PDB to TRIPLE-C

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Case Study 1: The Michelin Man, since 1894Voted as the "greatest corporate identity in history" in a c ompetition sponsored by the Financial Times and the Canadian magazine Re port on Business in 2000

Edouard Michelin, The company’s Chief Executive and the great-grandson of its co-founder: “The Michelin Man is much more than an advertising tool or corporate logo. He has lived through the whole history of the automobile. That gives him a status beyond any other type of corporate logo. He’s alive! “

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Case Study 1: The Michelin Man, since 1894Not only it makes a good product (tire), but makes your life better

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Case Study 2: Obama as The Amazing SPIDER-MAN

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Case Study 3: MTV Logos

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Case Study 4: Mac versus PC

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Case Study 5: BMW vs Mercedes Benz

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howhow

what

why

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The Nine Core Elements of MarketingCompanies need to change their Legacy Approach…

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NEW WAVE MARKETING: The Shifts in ApproachFrom Nine Core Elements to 12Cs

LEGACY MARKETINGLEGACY MARKETING

Segmentation

Targeting

Positioning

MARKETING MIX

Price

Promotion

Branding

Process

Differentiation

Product

Place

Selling

Service

NEW WAVE MARKETINGNEW WAVE MARKETING

Communitization

Confirmation

Clarification

New Wave Marketing Mix

Currency

Conversation

Character

Collaboration

Codification

Co-creation

Communal Activation

Commercialization

Caring

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Case Study 1: Mark Zuckerberg of Facebook

“The next hundred years will be different for advertising, and it starts today." Mark Zuckerberg CEO Facebook

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Case Study 2: Richard Branson of Virgin

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Case Study 3: The One and Only Lexus Gallery in the World (Jakart a, Indonesia)

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LEGACY

SNOW WHITESEVEN DWARFS

NEW WAVE

BUDGET (INVESTMENT)

IMP

AC

T (

RE

TU

RN

)

EF

FE

CIT

IVE

NE

SS

AX

IS

EFFICIENCY AXIS

H

L

HL

In ConclusionIt is about “Low Budget, High Impact” Marketing!

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End