Ebook Marketing 3.0: From products to customers to the human spirit - Part 2
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Ebook Marketing 3.0: From products to customers to the human spirit - Part 2
Part IIIApplicationCHAPTER SEVENDelivering Socio-Cultural TransformationMARKETING TO THE POST-GROWTH MARKETA maturing market always poses a challenge Ebook Marketing 3.0: From products to customers to the human spirit - Part 2 for marketers. There is little or no growth. Existing consumers are knowledgeable and begin to see products as commodities. Creative companies differentiate themselves in this market with great service and exciting experience. All of those may fuel market growth for a while but they will eventually Ebook Marketing 3.0: From products to customers to the human spirit - Part 2 be commodities as well. Marketers need to step up and deliver transformation.1 Transformation lasts longer as it makes a stronger impact on human livEbook Marketing 3.0: From products to customers to the human spirit - Part 2
es.in mature markets such as the United States and the United Kingdom, an increasing number of consumers favor companies whose activities have a positPart IIIApplicationCHAPTER SEVENDelivering Socio-Cultural TransformationMARKETING TO THE POST-GROWTH MARKETA maturing market always poses a challenge Ebook Marketing 3.0: From products to customers to the human spirit - Part 2 of American consumers have positive images of companies that support social challenges. Even in difficult times, more than half of121122APPLICATIONthe consumers still expect companies to support social challenges.2•Even during the recession, 38 percent of Americans were undertaking socially-conscio Ebook Marketing 3.0: From products to customers to the human spirit - Part 2 us activities in 2009.3•The majority of consumers in the United Kingdom (93 percent) want companies to improve the social impact of their products andEbook Marketing 3.0: From products to customers to the human spirit - Part 2
services, according to a survey by Ipsos Mori.4Companies need to address the challenges in society and participate in finding solutions. In the UnitePart IIIApplicationCHAPTER SEVENDelivering Socio-Cultural TransformationMARKETING TO THE POST-GROWTH MARKETA maturing market always poses a challenge Ebook Marketing 3.0: From products to customers to the human spirit - Part 2 s them and yet no one would expect any corporation to be able to solve them overnight. Being a marketer in the 3.0 era is not about single-handedly creating change but about collaborating with other companies to find creative ways to solve problems.Two forces oblige companies in a mature market to s Ebook Marketing 3.0: From products to customers to the human spirit - Part 2 upport a transformation. These are the need for future growth and the call for strong differentiation. The following two examples show why transforminEbook Marketing 3.0: From products to customers to the human spirit - Part 2
g consumer lifestyles can stimulate growth and create strong differentiation.Need for Future Growth: Disney on Children’s NutritionThe Walt Disney ComPart IIIApplicationCHAPTER SEVENDelivering Socio-Cultural TransformationMARKETING TO THE POST-GROWTH MARKETA maturing market always poses a challenge Ebook Marketing 3.0: From products to customers to the human spirit - Part 2 the Pooh and many others—with a comfortable lead against other well-known character owners such as Warner Bros, and Nickelodeon. Recently, Disney acquired one of its competitors. Marvel Comics, for $4 billion to strengthen its position in the character franchise market.5Besides the focus on enterta Ebook Marketing 3.0: From products to customers to the human spirit - Part 2 inment, the company also leverages its access to children by selling consumer products.Delivering Socio-Cultural Transformation 123In this particularEbook Marketing 3.0: From products to customers to the human spirit - Part 2
business area, it addresses consumer wellness challenges—obesity specifically—and builds the issue into its business model.6 Disney Consumer Products Part IIIApplicationCHAPTER SEVENDelivering Socio-Cultural TransformationMARKETING TO THE POST-GROWTH MARKETA maturing market always poses a challenge Ebook Marketing 3.0: From products to customers to the human spirit - Part 2 30 percent of U.S. children between 5 and 9 years old were overweight and 14 percent were obese. DCP itself was not seen as a major contributor to this problem but was spotlighted because one of its franchisees was McDonald's, which was perceived as a key contributor to child obesity in the United S Ebook Marketing 3.0: From products to customers to the human spirit - Part 2 tates. To help in the growing health awareness among children and their moms. DCP designed a set of nutrition guidelines called “better for you" whichEbook Marketing 3.0: From products to customers to the human spirit - Part 2
was adapted from the guidelines set by the U.S. Food and Drug Administration (FDA). The internal guidelines outline a basic formula for Disney’s franPart IIIApplicationCHAPTER SEVENDelivering Socio-Cultural TransformationMARKETING TO THE POST-GROWTH MARKETA maturing market always poses a challenge Ebook Marketing 3.0: From products to customers to the human spirit - Part 2 one of the largest supermarket chains in the United States, to develop Disney-branded private label products based on the guidelines. Today, DCP contributes around 6 percent of the entire Disney business conglomerate’s revenues and is part of the global solution for obesity.7The company’s move is a Ebook Marketing 3.0: From products to customers to the human spirit - Part 2 strategy to anticipate the emerging trends of health conscious consumers. The best strategy is to engage the future consumers: the children. ConnectiEbook Marketing 3.0: From products to customers to the human spirit - Part 2
ng with them early in their lives will help Disney capture future growth in the mature market.Call for Strong Differentiation: Wegmans on Healthy LiviPart IIIApplicationCHAPTER SEVENDelivering Socio-Cultural TransformationMARKETING TO THE POST-GROWTH MARKETA maturing market always poses a challenge Ebook Marketing 3.0: From products to customers to the human spirit - Part 2 ion due to their more convenient store locations. That differentiation is now relatively weak after Wal-Mart’s move into neighborhood markets. Without124APPLICATIONstronger differentiation, grocers will have difficulty justifying their higher prices and competing against Wai-Mart’s everyday lower pr Ebook Marketing 3.0: From products to customers to the human spirit - Part 2 ices.To cope with this challenge, several grocers have worked to build up their dtffcrcntiation and. in the process, transform the lifestyles of theirEbook Marketing 3.0: From products to customers to the human spirit - Part 2
consumers. Wcgmans Food Markets is one example. A privately-owned supermarket chain that promotes a healthy lifestyle. Wegmans is rated one of the bePart IIIApplicationCHAPTER SEVENDelivering Socio-Cultural TransformationMARKETING TO THE POST-GROWTH MARKETA maturing market always poses a challenge Ebook Marketing 3.0: From products to customers to the human spirit - Part 2 s also considered one of the best In merchandising and creating comprehensive in-store experiences with its supplementary pharmacy, wine shop, video rentals, dry cleaner, bookstore, and child play area. The store's retail floor productivity is above average and its operating margin is better than th Ebook Marketing 3.0: From products to customers to the human spirit - Part 2 at of Wal-Mart and even Whole Foods.Wegmans has popularized the concept of "home meal replacement" by providing healthy and tasty prepared foods. It pEbook Marketing 3.0: From products to customers to the human spirit - Part 2
romotes the “eat well, live weir principle, which is a combination of eating fruits and vegetables, doing physical exercise, tracking calories, and mePart IIIApplicationCHAPTER SEVENDelivering Socio-Cultural TransformationMARKETING TO THE POST-GROWTH MARKETA maturing market always poses a challenge Ebook Marketing 3.0: From products to customers to the human spirit - Part 2 s to the community and is good for its business. Along with other grocers such as Whole Foods, the company is creating gamechanging rules for the industry. As consumer health awareness increases, other grocers are using the issue of health as a differentiator. Even Wal-Mart is forced to address the Ebook Marketing 3.0: From products to customers to the human spirit - Part 2 issue of health in its marketing activities, stronger differentiation on the part of other grocers reduces Wal-Mart’s ability to be a category killerEbook Marketing 3.0: From products to customers to the human spirit - Part 2
in the grocery segment.9FROM PHILANTHROPY TO TRANSFORMATIONMore businesses are addressing social issues through philanthropy. Companies donate a portiPart IIIApplicationCHAPTER SEVENDelivering Socio-Cultural TransformationMARKETING TO THE POST-GROWTH MARKETA maturing market always poses a challenge Part IIIApplicationCHAPTER SEVENDelivering Socio-Cultural TransformationMARKETING TO THE POST-GROWTH MARKETA maturing market always poses a challengeGọi ngay
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