Marketing : The 6th Day
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Has Marketing evolved beyond the Post-Modern labelled stage? What does the 6th Stage evolution mean for brands and marketing in the connected age?
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Marketing : The 6th Day
- 1. + 6th Stage Marketing Stage 1 Commodity Selling No brands Producers have power No targeting No advertising muder.chiba@gmail.com Stage 2 Marketing Brands as reference Increasing competition Targeting demographic Rational advertising Stage 3 Classic Branding Brands as personality Intense competition Targeting psychographics Lifestyle advertising Stage 4 Customer driven Marketing Brands as icons Saturated market place Segmentation by user type Symbolic advertising, through the line Stage 5 Post Modern Marketing Complex brands Cynical consumers Needs –based segmentation Deconstructed advertising ? Evolution of the Goodyear framework for the Connected Age
- 2. + The Mary Goodyear Model A construct was developed by Mary Goodyear on the evolution of marketing in terms of brand and ad literacy. References to and uses of this framework can be found here and here and www.amsreview.org/articles/mcenally02-1999.pdf …and a search will throw up many more. This Framework is a simple but powerful structuring of evolutionary stages in marketing. And how marketing forces shape and in turn are shaped by these stages. I have also used it to help ‘explain’ markets in context muder.chiba@gmail.com +Use the terms construct , model and framework interchangeably
- 3. + Low competition The Mary Goodyear Framework Snapshot High competition Educated consumers Stage 4 Customer driven Marketing Brands as icons Saturated market place Segmentation by user type Symbolic advertising, through the line Naive consumers Stage 1 Commodity Selling No brands Producers have power No targeting No advertising Stage 2 Marketing Brands as reference Increasing competition Targeting demographic Rational advertising Stage 3 Classic Branding Brands as personality Intense competition Targeting psychographics Lifestyle advertising Stage 5 Post Modern Marketing Complex brands Cynical consumers Needs –based segmentation Deconstructed advertising muder.chiba@gmail.com
- 4. + Framework in Action A few years ago… Communications giant was looking to set up a business built around phone call (PCO) booths with prominent branded characteristics and was facing an uphill task. The Goodyear framework helped clinch an argument emerging from the data that the huge investments in the branding and construction of booths were better directed elsewhere Marketing and brand ‘consultancy’ major was under pressure to set up shop in an ‘next 10’ economy The Goodyear framework aided in structuring the ‘market feedback’ in the business plan and buttressed the recommendation to hold back for a few years- this lead to a very successful launch at the right time muder.chiba@gmail.com
- 5. + A small leap … muder.chiba@gmail.com … a giant leap for marketing kind! :-)
- 6. The 6th Stage Hyper Marketing ! muder.chiba@gmail.com
- 7. + Low competition muder.chiba@gmail.com Stage 6 Hyper Marketing Brands as reference Consumers have power Hyper Targeting Rational communication Attention-driven advertising High competition Educated consumers Stage 4 Customer driven Marketing Brands as icons Saturated market place Segmentation by user type Symbolic advertising, through the line Naive consumers Stage 1 Commodity Selling No brands Producers have power No targeting No advertising Stage 2 Marketing Brands as reference Increasing competition Targeting demographic Rational advertising Stage 3 Classic Branding Brands as personality Intense competition Targeting psychographics Lifestyle advertising Stage 5 Post Modern Marketing Complex brands Cynical consumers Needs –based segmentation Deconstructed advertising
- 8. + Epilogue Where’s India these days? muder.chiba@gmail.com
- 9. + Low competition Stage 6 Hyper Marketing Brands as reference Consumers have power Hyper Targeting Rational communication Attention-driven advertising High competition Educated consumers Stage 4 Customer driven Marketing Brands as icons Saturated market place Segmentation by user type Symbolic advertising, through the line Naive consumers Stage 1 Commodity Selling No brands Producers have power No targeting No advertising Stage 2 Marketing Brands as reference Increasing competition Targeting demographic Rational advertising Stage 3 Classic Branding Brands as personality Intense competition Targeting psychographics Lifestyle advertising Stage 5 Post Modern Marketing Complex brands Cynical consumers Needs –based segmentation Deconstructed advertising Geo Market & Category Combos across Stages 1 to 6 ! And leapfrogging. muder.chiba@gmail.com And…
- 10. + The Blind Men and the Elephant John Godfrey Saxe The Elephant is Diff’rent! It was six men of Indostan To learning much inclined, Who went to see the Elephant (Though all of them were blind), That each by observation Might satisfy his mind. The First approached the Elephant, And happening to fall Against his broad and sturdy side, At once began to bawl: "God bless me! but the Elephant Is very like a WALL!" The Second, feeling of the tusk, Cried, "Ho, what have we here, So very round and smooth and sharp? To me 'tis mighty clear This wonder of an Elephant Is very like a SPEAR!" The Third approached the animal, And happening to take The squirming trunk within his hands, Thus boldly up and spake: "I see," quoth he, "the Elephant Is very like a SNAKE!" The Fourth reached out an eager hand, And felt about the knee "What most this wondrous beast is like Is mighty plain," quoth he: "'Tis clear enough the Elephant Is very like a TREE!" The Fifth, who chanced to touch the ear, Said: "E'en the blindest man Can tell what this resembles most; Deny the fact who can, This marvel of an Elephant Is very like a FAN!" The Sixth no sooner had begun About the beast to grope, Than seizing on the swinging tail That fell within his scope, "I see," quoth he, "the Elephant Is very like a ROPE!" And so these men of Indostan Disputed loud and long, Each in his own opinion Exceeding stiff and strong, Though each was partly in the right, And all were in the wrong! muder.chiba@gmail.com
- 11. The Many Indias Diff’rent Strokes ,Folks . Different Strokes ! muder.chiba@gmail.com
- 12. + Market Complexity Decisions Information Complexity Muder Chiba Managing Heterogeneity Insight Ignited Decisions muder.chiba@gmail.com