process orientation – the use in marketing challenges | methods | solutions

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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

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… 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


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App-stores

Partner clinics


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Personalized relations supported by IT solutions


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Selling specialized Treatment

and rehabilitation (diagnostics and

basic exercises are free)


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System development (in-clinic, home and mobile)


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Key competences Know-how


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App-stores Other clinics


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Developing and improving key competences

Developing and improving

„ecosystem”


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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