The 5 Shifts

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THE “NEW” MARKETING

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© GeniusWorks 2012

www.theGeniusWorks.com

peterfisk@peterfisk.com

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© GeniusWorks 2012

www.theGeniusWorks.com

peterfisk@peterfisk.com

THE NEW MARKETING MODEL

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The 5 Shifts

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WHY WE NEED A NEW APPROACH

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Marketing

less

effective

Marketing

budgets

cut

Marketers

work

even harder

Distributors

demand more

and discounts

Trad media

are passive

and ignored

Competitors

crowd and fight

on price

Consumers

demand better

price deals

People trust

people and

social media

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The marketing challenge

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Maintaining brands

Pushing products

Targeting customers

Fighting competitors

Competing on price

Driving sales

Less impact

Marketing

becomes more

short term

tactical

Marketing

should be more

long term

strategic

Building brands

Solving problems

Engaging customers

Outthinking competitors

Competing innovatively

Driving growth

More impact

The marketing challenge

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THE old WAys doN’T WoRK

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... To pull

$

$

FROM PUSH ...

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... To many

FROM few ...

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The marketing TRANSFORMATION

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PROMOTION

customers

BRANDS

PRODUCTS

PRICE

Engagement

Participants

Ideas

ENABLERS

Context

RELATIONSHIPS

PLACE

COMMUNITIES

PARTNERS

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Brand

management

Identity

Awareness

Preference

Enabling

value creation

Customer

management

Segment

Target

Position

Facilitating

communities

Product

management Product

Price

Place Co-creating

together

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© GeniusWorks 2012. All rights reserved.

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The 5 Shifts

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What is MARKETING?

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Marketing is

attracting, serving

and retaining the

best customers

Marketing is

selling products

profitably

Marketing is

creating and

capturing

customer value

Marketing is

driving profitable

customer-centred

growth

WHAT IS MARKETING?

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THE “NEW” MARKETING

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GROWTH WHEEL

New brands

New experiences

New categories

New partnerships

New channels

New ventures

New business models

New processes

New organisations

New acquisitions

New consumers

New propositions

New editions

New promotions

New pricing

New concepts

New applications

New products

New services

New geographies

Operational

Growth

Innovative

Growth Structural

Growth

Marketspace

Growth

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© GeniusWorks 2012. All rights reserved.

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© GeniusWorks 2012

www.theGeniusWorks.com

peterfisk@peterfisk.com

EXAMPlE oF P&G’s NEW APPRoACH

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Observe them in everyday situations

Learn from complaints and online forums

Talk with consumers in depth

Try it out yourself

Use qualitative and quantitative research

consumer immersion

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consumer immersion

Connect & Develop

Design Thinking

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60% Profits growth

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Creative

Committed

Hard working

Inspiring

Essential

Passionate

Talented

Energetic

Undisciplined

Inconsistent

Functional

Self Important

Not commercial

Narrow

Unaccountable

Expensive

What do marketers do?

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The 5 Shifts

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THE NEW MARKETERS

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The 6 Tasks of the CMO

• Champion the customer

• Understand the market, find growth

• Guardian of corporate and product brands

• Upgrade capability and technology

• Bring insight and synergy across the portfolio

• Measure and account for financial performance

What does THE CMO do?

Phil Schiller, Global CMO, Apple Inc

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RolEs IN TodAy’s MARKETING TEAM

• CMO

• Marketing director

• Market manager

• Brand manager

• Category manager

• Market segment manager

• Product

• Distribution channel manager

• Pricing manager

• Communication manager

• Database manager

• Digital manager

• Social media manager

• Relationship manager

• And more

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• Is Marketing is part of sales?

• Or is Sales is part of marketing?

• Or are they the same thing?

• Is it a cost centre?

• Is it a revenue centre?

• Is it a profit centre?

The marketing DEPARTMENT

Marc Pritchard, Global CMO, P&G, and team

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• Champion the customer

• Understand the market, find growth

• Guardian of corporate and product brands

• Upgrade capability and technology

• Bring insight and synergy across the portfolio

• Measure and account for financial performance

• Brand asset management

• Strategic vision and analysis

• Interpreting customer insight

• CRM and database management

• Partnership building

• Integrated communication management

• Internet, mobile and social media

• PR, event and sponsorship

• Customer experience management

• Internal communication

• Profitability analysis by segment, customer, product, channel

• Product management

• Portfolio optimisation and management

• Creativity and innovation

• New business model development

• Business planning and financial management

CAPAbIlITIEs oF TodAy’s MARKETER

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EXAMPLE SUPPLIERS (BEYOND AGENCIES)

Database

management

Business

analytics

Market

modelling

Campaign

management

Workflow

solutions

Project

management

Content

management

Customistn

platforms

Pricing

optimisation

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The 5 Shifts

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MAKING IT HAPPEN

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Example of a 5 day programme for business managers exploring

the best new ideas in business and preparing for implementation

Your challenge You have probably been successful in your existing

markets – engaging customers, beating the competition,

establishing a profitable business.

You probably have a range of successful products, loyal

customers, dedicated employees, and an established way

of working

.

Yet the world keeps changing – falling boundaries enable

new entrants, digital technologies allow new approaches –

customer priorities change, and expectations keep rising.

What do these changing markets mean for your business,

both in terms of threats and opportunities?

How can your business build on its established position, its

asset base, to reach out to new customers, markets and

categories?

As competition intensifies , social and environmental issues

become more important, and new technologies enable

new possibilities, every leader and manager needs to think

bigger, better and differently.

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Changing markets Winning in changing markets requires new thinking

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The opportunity

Your future success will be driven by new and smarter approaches to

markets and marketing:

• Building bolder brands: making more of your brands, and how you can

engage with new audiences, and be more different from competitors

• Focusing on the best opportunities: driving profitable growth in existing

market,s but also in new geographies and categories

• Delivering faster innovation: unlocking the creative potential of products,

people, and the new innovation centre.

• Engaging customers more deeply: harnessing new approaches such as

co-creation, social media and sustainability to do more.

This is about strategy, but also about everyday ways of working – from

suppliers to distributors, systems and processes, culture and rewards.

Whilst many of the essential principles of business do not change, many of the

tools and platforms for winning are new and different.

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Customised A framework through which to build the right capabilities …

Strategic

planning

Building

brands

Innovative

experiences

Customer

impact

7. Define market

and business

growth strategies

• defining the best

growth opportunities

• optimising market

and brand portfolios

• strongly influencing

business priorities

8. Manage integratd

marketing plans and

budgets

• defining clear goals

and targets

• developing clear

marketing plans

• building stretching

but realistic budgets

9. Develop plans

for marketing

activities

• planning specific

marketing activities

• testing new

marketing ideas

• allocating budget

and resources

10. Develop

powerful and

distinctive brands

• building strong

brand identities

• developing clear

market positioning

• deploying brand

strategies effectively

11. Articulate

compelling value

propositions

• developing target

propositions

• managing price by

perceived value

• aligning business

behind propositions

12. Build our brand

awareness and

reputation

• brand activation

across experience

• branding reputation

through effective PR

• engaging our

people in the brand

13. Drive

innovation across

the business

• challenging the

market conventions

• driving business

innovation

• exploring new

business models

14. Develop and

deliver great

products/services

• designing the

customer experience

• developing new

products + services

• packaging better

customer solutions

15. Champion the

total customer

experience

• improving the

customer experience

• making it personal,

time, location-based

• enhancing usability

and interaction

16. Deliver winning

marketing

programmes

• leveraging our

brand portfolio

• instigating new

customer initiatives

• aligning business

delivery to customer

17. Manage our

communications

and agencies

• develop integrated

campaigns

• partnering and

motivating agencies

• manage customer

contact and loyalty

18. Maximise our

return from each

customer

• executie fast and

flawlessly

• gain commitment

and best contribution

• drive retention and

advocacy

Customer

insights

1. Champion new

opportunities for

customers

• exploring new

customer contexts

• identifying new

trends and insights

• championing the

customer internally

2.Segment and

target the best

customers

• segmenting in

intelligent ways

• profiling customer

motivations

• identifying highest

value customers

3. Understand

customer needs

and wants deeply

• using full range of

customer research

• developing new

insights from data

• effectively using

customer databases

Business

analysis

4. Maximise our

business

performance

• optimising the

marketing mix

• completing and

reading a P&L

• articulating our

value to business

5. Evaluate the

effectiveness of

marketing actions

• customer lifetime

value and profit

• marketing impact

on market/business

• improving return

on investment

6. Analyse

markets and

business

• evaluating market

and competitors

• evaluating our

business/brands

• identifying ways

to improve

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Customer

experiences

Innovative

solutions

Market

strategies

Customer

insights

Brand

building

Winning

propositions

Customised Building the right capabilities The six capability streams have been selected though a combination of global best

practice analysis (working with companies like Coca Cola and Cemex, GE and IBM,

Unilever and Visa) and insight into your business strategy, market structures and

challenges, partners and people.

• Market strategies: where are we going, what makes us different, how will we win?

• Customer insights: what really matters, currently and potential to target customers?

• Brand building: how to build, communicate and manage brands and portfolios?

• Winning propositions: how to engage customers practically and distinctively?

• Channel dynamics: how to manage channels and partners, pricing and sales?

• Customer experiences: how to deliver experiences, that drive loyalty and growth?

Key to each of these capabilities will be how they integrate with each other to ensure

practical and profitable marketing. Each capability forms a two-day workshop, that

explores best practice and practical application, key tools and inspiring case studies.

Detailed tools and practices are explored in more detail separately.

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How will you harness the potential of

brands and innovation to grow

in existing and future markets

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The Winning in the New Business

World Programme

There are three days of “new insights and best practices”

• Market Leaders: day 1 explores strategy and customers,

understanding changing markets and priorities, focusing on the best

opportunities.

• Bolder Brands: day 2 is about brands and propositions, defining

the big and bold ideas, harnessing social media and integrating

communication.

• Winning Innovation: day 3 focuses on experience and

performance, developing better products and services, market and

business success.

Followed by two days of “practical ideas and real action”

• Issue driven: focused on the agreed real issues of each participant, and

how they can address them in more creative and effective ways.

• Action driving: working one-to-one with each participant to develop

insights, propositions, and solutions for fast and practical implementation.

• Participants should ideally attend all 5 days for most benefit and impact.

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Day 1 … Market Leaders … Winning strategies to engage customers

• Market Dynamics: Welcome to a VUCA world,

where a new generation of business is emerging.

• Power Shifts: from west to east, big to small,

business to customer, volume to value.

• New Whitespaces: New hotspots for growth, from

women to cities, healthcare to Brazil.

• New Business Models: Networks and collaboration

are transforming the way business work and win.

0900 – 1030 Changing Markets

Customer

insights

1100 – 1230 Market Strategies

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1330 – 1500 Customer World

1530 – 1700 Analytics and Insights

• Inspiring purpose: having a vision beyond profit, to

make life better, in a distinctive, better way.

• Opportunity Mapping: using adjacent markets to

identify the best opportunities for profit growth.

• Growth Wheel: Exploring the different types of

growth, for short and long-term success.

• Value Creation: from value disciplines to economic

drivers, how to measure business performance.

• Insights and Trends: Core values and enduring

trends that are shaping markets and people.

• Context and Framing: Reframing your business

around what people want, not what we sell.

• Energiser Pyramids: Rising above essentials, to

focus on customer enablers and energisers.

• Crowds and Participation: Engaging customers

in co-marketing for more insight and impact.

• Customer Insight: Using diverse research tech to

explore needs and wants, including deep dives.

• Market Segmentation: Making sense of markets

and focusing through appropriate segmentation.

• Customer Profitability: Evaluate the lifetime value

of each customer to prioritise resources

• Predictive Analytics: Evaluating characteristics

and behaviours to identify best opportunities.

Customer

insights Market

strategies

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Day 1 … Market Leaders … Winning strategies to engage customers

Customer

insights

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Market strategy

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Day 2 … Bolder Brands … Defining and communicating propositions

0900 – 1030 Building Brands

Customer

insights Bolder

brands

1100 – 1230 Customer Narratives

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1330 – 1500 Value Propositions

1530 – 1700 Digital and Soclal Media

• Defining Brands: Finding the essence of what a

brand enables, how it is different, makes people feel.

• Brand Architectures: Masterbrands, sub-brands,

endorsements and more – how it all works together.

• Licensing and Franchising: Extending your brand

through partnerships into new markets and categories.

• Affinity and Partner Brands: Building your brand helo

by working with complementary brands.

• Customer narrative: Articulating your brand in

terms most meaningful to your audience.

• Brand Storytelling: Turning your brand into

memorable words and pictures.

• Contagions and funnels: Spreading your story,

and using AIDA and reverse funnels.

• Integrated Communication: Bringing together

all your agencies, media and conversations.

• Customer Value: articulating the superior rational/

emotional value which you create for your customer.

• Reframing Competition: Redefining this value in a

more valuable context for customers and price.

• Distinctive Benefits: Articulating the benefits in clear

and relevant ways for teach arget segment

• Pricing Strategies: Considering the price position

relative to the peer group and perceived value.

• Clicks, Likes, and Tweets: Making sense of

social media and digital marketing platforms.

• The SoLoMo Consumer: Exploring how

consumers are influenced and buy in new ways.

• Online Communities: How to build communities

around your brand using social media.

• Mobile Marketing: Time and place became the

most important factors of your marketing.

Engaging

propositions

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Day 2 … Bolder Brands … Defining and communicating propositions

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Day 3 … Winning Innovation … Delivering profitable experiences

0900 – 1030 Smarter Innovation

Winning

experiences

1100 – 1230 Customer Solutions

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1330 – 1500 Experience Design

1530 – 1700 Performance Delivery

• Creative toolkit: Exploring a range of creative tools to

generate more better ideas faster.

• Open innovation: Working with business and customer

partners to share and achieve more.

• Frugal and bottom-up: Rethinking where good ideas

come from, and the process to innovate.

• Innovation process: opening up closing down, from

insight to design, evaluation to launch, and management.

• Parallel markets: learning from parallels to explore

customer behaviours, preferences and solutions.

• Social and environmental: harnessing sustainability

to drive better innovation.

• Customised solutions: personalising products and

solutions for each customer..

• Business model design: rethinking the way you

make money, channels and partners.

• Experience mapping: evaluating the existing and

developing a better experience for the customer.

• Brand theatre: exploring how the brand can add value

to the experience in different ways.

• Personal service: delivering more relevant and

empathetic service at every touchpoint.

• Customer loyalty: building relationships and

community that drive retention and advoacy.

• Return on Marketing Investment: measuring the

effectiveness, and optimising budgets and resources.

• Net Promoter Score: exploring alternative metrics for

marketing including NPS.

• Brand Equity and Brand Value: Calculating the impact

of marketing on brands and business.

• New Role of Marketing: customer champions, business

innovators, growth drivers … and future CEOs.

Customer

insights Innovative

solutions

Day 3 … Winning Innovation … Delivering profitable experiences

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Days 4 and 5 … Practical ideas and applications … making it happen

Part 1, 0900 – 1230 Exploring my challenge

Customer

insights Issue

driven Action

driving

Part 2, 1330 – 1700 Defining my proposition

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Part 3, 0900 – 1230 Designing my solution

Part 4, 1330 – 1700 Preparing for implementation

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The Winning Business Digital Toolkit

The programme will include a portfolio of articles, book extracts, case

studies, videos, processes and tools, and useful links, to support participants

during and beyond the programme (can be available on a memory stick).

Inspiring articles will include

• Gamechangers: the next generation of market leaders

• Finding a better place: new markets, new opportunities

• Brand Building by Pixar: more creative communications

• The 7 Whitespaces: exploring the new opportunities to 2020

• The co-marketing manual: a guide to more collaborative marketing

• Learning from da Vinci: Innovation from the future back

• Welcome to my world: Doing business on customers terms

Global case studies will include

• GE: rebuilding a business around customers and sustainability

• Tata: rethinking business from an Indian perspective

• Alibaba: the Chinese business network for the 21st century

• Threadless: cool co-creation clothing business from California

• Whirlpool: a more disciplined approach to design and innovation

• Cemex: driving differentiation and profits in commodity markets

• Virgin: the marketing machine that keeps doing the impossible.

Action toolkits will include

• Strategy tools: from market mapping to strategy formulation

• Branding tools: from brand essence to customer value propositions

• Insight tools: from customer immersion to market segmentation

• Communication tools: from customer narratives to social media

• Creativity tools: from advanced brainstorming to parallel markets

• Innovation tools: from concept designs to accelerated innovation

• Performance tools: from net promoter to brand equity measurement.

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One inspiring day

of the best new ideas in

brands, innovation and business

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What’s next?

What’s new? What works?

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Affluenza

Business models

Co-creation

Digital platforms

Environmental

Frugal innovation

Gamechanging

Human design

Kinetic insights

Localisation

Mobile marketing

Nanotech

Open innovation

Pinterest

QR codes

Radical ideas

Social media

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Peter Fisk is a best-selling author and inspirational speaker, a strategic consultant to leading companies

around the world and a business entrepreneur.

Peter leads GeniusWorks, a strategic innovation business based in London and Budapest,

Istanbul and Dubai, that works with senior management to “see things differently” – to

develop and implement more inspired strategies for brands, innovation and marketing.

Gamechanger is a strategy accelerator for leadership teams, Innolab is a facilitated innovation

process based on deep customer insights and creative thinking, and BrandVision is a platform

to develop better brands and brand portfolios.

His best-selling book Marketing Genius explores the left and right-brain approaches to

competitive success, and has been translated into more than 35 languages. Customer Genius

describes how to build a customer-centric business, Business Genius is about inspired

leadership and strategy, Creative Genius is the innovation guide for border crossers and

game-changers, whilst People Planet Profit explains how to grow, whilst doing good ethically,

socially and for the environment.

Peter grew up in the remote farming community of Northumberland, in the North East of

England, and after exploring the world of nuclear physics, joined British Airways at a time

when it was embarking upon becoming “the world’s favourite airline” with a cultural

alignment around customers.

He went on to work with many of the world’s leading companies, helping them to grow more

profitably by becoming more customer-centric in their structure, operations and leadership.

He works across sectors, encouraging business leaders to take a customer perspective, and

learning from different types of experiences. His clients include American Express and

Aeroflot, Coca Cola and Cemex, Lastminute.com and Hersheys, Marks & Spencer and

Microsoft, O2 and Orange, Pinar and Red Bull, Shell and Tata Steel, Teliasonera and Turkcell,

Vitra and Virgin, Vodafone and Volkswagen.

He was also the transforming CEO of the Chartered Institute of Marketing, the world’s largest

marketing organisation. He led the strategic marketing consulting team of PA Consulting

Group, and was MD of Brand Finance before founding his own business. He was recently

described by Business Strategy Review as “one of the best new business thinkers” and is in

demand worldwide as an expert advisor and energising speaker.

.

peterfisk@peterfisk.com

@geniusworks

www.theGeniusWorks.com

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