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P i o t r SENKUS
Good Afternoon Guten Tag Bonjour Buongiorno Laba Diena Dzień Dobry Доброе Утро Dobré Ráno Добар Дан Добридень
P i o t r SENKUS Kraków, środa, 2 grudnia 2015
PhD. Habil. MEng.
P i o t r SENKUS Poznan University of Life Sciences
Process Orientation – the Use in Marketing Challenges | Methods | Solutions
P i o t r SENKUS
… The upcoming transformation of our society presents one of the greatest business opportunities of the next 100 years. This will require patience as well as perseverance to anticipate what’s next and plan for that situation, as well as taking advantage of what’s immediately before you …
Richard Branson
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To take that opportunity we need: • Good identification of stakeholders
needs; • Well designed products and
services; • Efficient delivery; • Fair price; • Evaluation of the impact in
business, social and environmental perspectives
• … and proper integrated action
The objective
… to take
“the greatest business opportunities of the next 100 years”
Process Orientation
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Input
Action Input Output
The process
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First wave – Agrarian – has begun 10 000 years ago
First wave
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Second wave – industrial – has begum with Johannes Gensfleisch zur Laden zum Gutenberg about 1450 and has exploded with work of James Watt, who in 1763 has introduced improved Thomas Newcom’s steam engine
Second wave
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Trzecia fala – fala informacyjna
Third wave
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We are here
The World … and marketing keeps changing …
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N.O. MARKETING
„Any customer can have a car painted any color that he wants so long as it is black”
Henry Ford
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1.O. MARKETING
Postwar
Soaring Turbulent
Uncertain
1950s 1960s 1970s 1980s
POSTWAR • The Marketing Mix • Product Life Cycle • Brand Image • Market Segmentation • The Marketing Concept • The Marketing Audit
SOARING • The Four Ps • Marketing Myopia • Lifestyle Marketing • The Broadened Concept
of Marketing
TURBULENT • Targeting • Positioning • Strategic Marketing • Service Marketing • Social Marketing • Societal Marketing • Macro-Marketing
UNCERTAIN • Marketing Warfare • Global Marketing • Local Marketing • Mega-Marketing • Direct Marketing • Customer Relationship
Marketing • Internal Marketing
P i o t r SENKUS http://zoelorimer.wordpress.com/2013/01/29/times-square/
Can You count commercials ?
P i o t r SENKUS http://www.thepinnaclelist.com/
… and now … and they are constantly changing !!!
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2.O. MARKETING
One-to-One
Financially-Driven
1990s 2000s
ONE-TO-ONE • Emotional Marketing • Experiential Marketing • Internet and E-Business Marketing • Sponsorship Marketing • Marketing Ethics
FINANCIALLY-DRIVEN • ROI Marketing • Brand Equity Marketing • Customer Equity Marketing • Social Responsibility Marketing • Consumer Empowerment • Social Media Marketing • Tribalism • Authenticity Marketing • Cocreation Marketing
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2.O. MARKETING – “side effect”
Source: Philip Kotler, 2011
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2.O. & 3.0 MARKETING DRIVERS
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3.O. MARKETING
Values-driven
2010
Future ???
VALUES-DRIVEN • Make the better World, • The age of participation and
collaborative marketing via the Internet.
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3.O. MARKETING Old philosophy vs. New philosophy
Old philosophy:
“What is good for business is good for society!” The simple act of profit maximization is good enough.
New philosophy:
“What is good for society is good for business.” (GE) Every company should figure out not only how to improve its output but also its outcomes. A food company should improve nutrition; an energy company should improve energy; a bank should improve sound savings.
Michael Porter and Michael Kramer, “The Big Idea: Creating Shared Value,” Harvard Business Review, January/February 2011. .
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Process popularity
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UE Innovation Index 2012
Innovation challenge
P i o t r SENKUS Source: http://populationpyramid.net/
Demographics Challenge
Poland
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Action
Action Input Output
The process
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„We can't solve problems by using the same kind of thinking we used when we created them”
Albert Einstein
“Key driver”
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Build Models
Business Model Canvas by Alex Ostenwalder & Yves Pigneur
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Build Models
Value Reference Model (VRM) by Michael Porter
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Customer Expe-rience Management Enterprise Business Process design model
Build Models
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Build Ecosystem
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Output
Action Input Output
The process
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The Project - Team
Team: • One SME: OcuService The medical company
• One Designer: Paweł Buszko PhD University of Arts in Poznań
• One Economist: … Poznan University of Life Sciences
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The Project - Aim
To deliver software that would help eye diagnostics
and eye treatment
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Children and Adults who suffer eye illnesses … and looking also for in-home eye-training solutions
The Project – Business Model Canvas
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Eye diagnostics and eye treatment possibilities with no stress
The Project – Business Model Canvas
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App-stores
Partner clinics
The Project – Business Model Canvas
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Personalized relations supported by IT solutions
The Project – Business Model Canvas
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Selling specialized Treatment
and rehabilitation (diagnostics and
basic exercises are free)
The Project – Business Model Canvas
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System development (in-clinic, home and mobile)
The Project – Business Model Canvas
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Key competences Know-how
The Project – Business Model Canvas
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App-stores Other clinics
The Project – Business Model Canvas
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Developing and improving key competences
Developing and improving
„ecosystem”
The Project – Business Model Canvas
P i o t r SENKUS
The Project • Marketing processes • Development processes
Are unfortunately
P i o t r SENKUS Kraków, środa, 2 grudnia 2015
PhD. Habil. MEng.
P i o t r SENKUS Poznan University of Life Sciences
Process Orientation – the Use in Marketing Challenges | Methods | Solutions