Marketing: Creating

Cus t omer Value and

Engagement
❀♡(◍•ω•◍) ﾉ♡❀
What is Marketing?
Understanding Marketing
Marketing is a multifaceted discipline that involves several key activities aimed at providing value to
customers and stakeholders.

• Creating Offerings ~ Developing products or services that fulfill customer needs.

• Communicating Value ~ Effectively conveying the benefits of offerings to potential customers.
• Delivering Products/Services ~ Ensuring that customers receive what has been promised.
• Exchanging Value ~ Facilitating transactions that benefit both the company and its customers.
• Building Brand Awareness ~ Establishing a strong brand presence in the market.
• Driving Sales ~ Encouraging customers to purchase products or services.
• Analyzing Market Trends ~ Using data to understand changes and patterns in the market.
• Understanding Consumer Behavior ~ Studying how consumers make purchasing decisions.
Marketing Process Visualization:

Marketing is a dynamic blend of art and science, requiring both creativity and analytical skills to
succeed.
T h e 4 P 's o f Mark e t i n g
Understanding the Marketing Mix
The 4 Ps of Marketing are crucial for crafting a successful marketing strategy and reaching business
objectives. Each "P" is a pillar that supports and influences the overall marketing approach.

• 🎯 Product ~ The core offering to customers, which must fulfill their needs and exceed
expectations.
• 💲 Price ~ The cost of the product, balancing customer value perception and business
profitability.
• 📢 Promotion ~ Communication tactics to raise product awareness and distinguish it
from the competition
• 📍 Place ~ Distribution strategies ensuring product availability to the target market.
1. Product ~ The Heart of the Marketing Mix
The product is the foundation of the marketing mix, as it directly addresses the consumer's
needs and desires.
• Essential to provide a product that satisfies customer needs.
• Quality, features, packaging, and branding are critical considerations.
• The product must align with customer expectations and market standards

2. Price ~ Balancing Value and Cost

Price setting is a delicate balance between being competitive and ensuring profitability.
• Reflects the product's perceived value and covers all related costs.
• Must consider production expenses, market competition, and customer value perception.
• Strategic pricing can influence market positioning and consumer demand
3.) Place ~ Ensuring Product Accessibility
Place involves strategic decisions about where and how the product is sold to reach the target market
effectively.
• Decisions on distribution channels and logistics are vital.
• Inventory management and location strategy impact product availability.
• Options include direct sales to consumers or utilizing retailers.

4.) Promotion ~ Communicating with the Market

Promotion encompasses the various methods used to inform and persuade potential customers about the
product.
• A mix of advertising, public relations, sales promotions, and personal selling.
• Aims to build product awareness and interest.
• Differentiation from competitors is a key goal of promotional activities
Interconnectivity of the 4 Ps
The 4 Ps are interconnected, with each element capable of influencing the others within the marketing
strategy.
• Adjustments in one "P" may necessitate changes in the others.
• A holistic approach ensures all elements work together to satisfy the target market.
• Balancing the 4 Ps is essential for achieving the company's marketing objectives.

Logical Flow/Concept:
Ty p e s of Mark etin g S t r a t e g i e s
Marketing Strategies in the Digital Age
Marketing strategies have significantly transformed with digital technology, offering a variety of ways to
engage with audiences.
• 🌐 Digital channels and platforms have opened new avenues for connection.
• 🎯 Target audience engagement is now more dynamic and diverse.

Types of Marketing Strategies

1. Digital Marketing ~ Digital marketing uses digital channels to reach and engage
consumers, including:
• 🚀 Search Engine Optimization (SEO) ~ Enhancing online visibility in organic search results.
• 💳 Search Engine Marketing (SEM) ~ Promoting websites through paid search engine
advertising.
• 📱 Social Media Marketing ~ Leveraging social platforms for promotion and engagement.
• 📧 Email Marketing ~ Personalized email campaigns for promotion and loyalty.
• 📲 Mobile Marketing ~ Tailored strategies for mobile users, like SMS and apps
2. Conent Marketing ~ Content marketing focuses on delivering valuable content to attract
and retain an audience, aiming to drive profitable actions.
• Blog Posts ~ Articles addressing audience needs and interests.
• 🎥 Videos ~ Content to Content marketing focuses on delivering valuable content to attract and
retain an audience, aiming to drive profitable actions., entertain, or inspire viewers.
• 📊 Infographics ~Visual data presentations for quick and clear information sharing.
• 📚 Ebooks and Whitepapers ~ In-depth guides offering significant audience value.

3. Social Media Marketing ~ Social media marketing promotes products and

services on social platforms, including:
• 🔄 Content Sharing ~ Relevant updates and media for audience engagement.
• 💬 Community Engagement ~ Interactive brand community building.
• 🤝 Influencer Partnerships ~ Collaborations to expand reach and credibility.
• 🎯 Paid Advertising ~ Targeted ads to increase visibility and reach specific
demographics
Each strategy serves unique purposes and can be highly effective when customized to a business's needs
and goals. Success hinges on understanding the audience, selecting appropriate channels, and providing
consistent, valuable content.

Logical Flow/Concept:

Understanding the target audience, choosing the right channels, and delivering consistent, valuable
content are the keys to marketing success.
M a rk e t Research a n d An a l y si s
Market Research and Analysis: Unlocking Consumer Insights
Understanding Consumer Behavior
🔍 Market research is essential for grasping consumer behavior, preferences, and trends.
📊 It involves collecting, analyzing, and interpreting data about markets, competitors, and consumers.
🎯 Insights from this research help businesses make informed decisions and create effective marketing
strategies

Consumer Behavior Insights:

Analyzing Market Data
📈 Analyzing market data is key to identifying patterns and trends that inform strategic decisions.
🔬 Tools like surveys, focus groups, and observational studies shed light on consumer purchasing behaviors.
🚀 This analysis can lead to product innovation and help businesses stay ahead of market trends.

Data Analysis Process:

Informed Decision Making

💡 The insights from market research are crucial for making data-driven business decisions.
🎲 This reduces risks and aligns decisions with consumer needs and market conditions.
🚀 Decisions based on data increase the likelihood of business success.
Developing Effective Marketing Strategies
🎯 Effective marketing strategies are built on a thorough understanding of consumer behavior.
📢 Market research helps in crafting targeted marketing campaigns that resonate with the audience.
⏰ It also aids in selecting the right channels and timing promotions to match consumer behavior

Marketing Strategy Development

Conlusion :
🌟 Market research and analysis are vital for businesses to succeed in competitive environments.
🔗 They help in understanding and meeting consumer needs, leading to informed decisions and effective
marketing strategies.
💼 By doing so, businesses not only achieve success but also build lasting relationships with their customers.

Conclusion Overview:
M a rk e t in g Campa i g n P l a n n i n g
Marketing Campaign Planning: A Strategic Approach
Key Activities in Marketing Campaign Planning
Marketing campaign planning is a strategic process that involves a series of activities aimed at developing,
executing, and evaluating marketing initiatives. These activities are designed to ensure that the campaign
effectively reaches its target audience, promotes products or services, and achieves business objectives.

Logical Flow / Concept :

Market Research, Competitor Analysis, Target Audience Identification

• Market Research ~ Gathering and analyzing information about market trends, customer
preferences, and buying behaviors.
• Competitor Analysisŵ ~ Assessing strategies and market positions of competitors to find a
competitive edge.
• Target Audience Identification ~ Defining the characteristics of the ideal customer for tailored
campaigns.

Setting Objectives, Determining Key Messages, Selecting

Marketing Channels
• Setting Objectives ~ Establishing SMART goals for the campaign.
• Determining Key Messages ~ Crafting messages that resonate with the target audience and align
with objectives.
• Selecting Marketing Channels ~ Choosing effective channels based on audience activity.
Campaign Implementation, Content Creation, Advertising,
Promotions
• Campaign Implementation ~ Coordinating marketing activities for planned execution.
• Content Creation ~ Developing engaging content tailored to marketing channels.
• Advertising ~ Placing ads across selected channels to reach the audience.
• Promotions ~ Running activities to encourage engagement and response.

Tracking Performance, Analyzing Results, Adjusting Strategies

• Tracking Performance ~ Using KPIs to monitor the campaign's progress.
• Analyzing Results ~ Evaluating data to determine the campaign's success.
• Adjusting Strategies ~ Tweaking the campaign based on performance data.

Each of these activities plays a critical role in the success of a marketing campaign. By carefully
planning and executing these steps, businesses can create campaigns that effectively connect with
their target audience and drive desired outcomes.
M a rk e t in g Metrics a n d RO I
Marketing Metrics and ROI: Measuring Marketing Effectiveness

📊 Understanding Marketing Metrics

Marketing metrics are essential tools for assessing the impact and success of marketing strategies. They
help in understanding customer behavior, campaign performance, and overall business growth.

📈 Key Marketing Metrics

• Customer Acquisition Cost (CAC) ~ The expenses incurred to acquire a new customer.
• Conversion Rate ~ The ratio of visitors who take a desired action.
• Customer Lifetime Value (CLV) ~ The projected revenue a customer will generate during their
relationship with a company.

Visualizing Marketing Metrics :

💡
 Visualizing
Marketing
Metrics :

💡 Calculating ROI
Return on Investment (ROI) is a crucial metric for determining the profitability of marketing efforts,
comparing the net gains against the costs.Return on Investment (ROI) is a crucial metric for determining
the profitability of marketing efforts, comparing the net gains against the costs.

Net profit
🧮 ROI Formula ROI = ( Cost of Investment
x 100

)
Where Net Profit is the gains minus the costs.
ROI Calculation Flow:
🚀 Insights from ROI
Analyzing ROI helps in understanding the financial success of marketing campaigns and guides future
investment decisions.
• Positive ROI ~ Signifies effective marketing.
• Negative ROI ~ Signals the need for strategic adjustments.

Interpreting ROI Results:

📝 Conclusion
Marketing metrics and ROI are indispensable for
gauging marketing success. They offer insights into
customer acquisition efficiency, engagement, and
financial returns, guiding businesses toward more
effective marketing decisions
Un d e rstan d Yo u r Au d i e n c e
1. Impact of Subconscious Decisions on Consumer Behavior and Branding
Strategies

The Influence of Subconscious Decisions

The majority of our decisions are shaped by the subconscious part of our brains, often referred to as the
reptilian brain. This ancient, instinctive part of our brain plays a significant role in driving consumer
behavior, often surpassing the influence of logical thinking.

Subconscious Decision-Making:

2. Role of the Reptilian Brain

The reptilian brain, responsible for our most basic survival instincts, plays a crucial role in consumer
behavior. Understanding this can help in crafting branding strategies that resonate with the audience's
primal instincts, such as safety, belonging, and status.
Reptilian Brain in Consumer Behavior:

3. Significance in Consumer Behavior and Branding

Emphasizing the role of subconscious decision-making in shaping consumer behavior is crucial for
developing effective branding strategies. By targeting the reptilian brain, brands can create deeper, more
instinctual connections with their audience.

Subconscious Decision-Making in Branding:

Subconscious Decision-Making in Branding:

Conclusion
Understanding the impact of subconscious decisions on consumer behavior is vital for creating branding
strategies that resonate on a deeper level. By acknowledging and targeting the reptilian brain, brands
can foster stronger emotional connections with their audience, leading to more effective marketing and
increased brand loyalty.
 The Power of Branding
SHANE MELODY G. GETONZO

Understand Branding
Branding is a multifaceted marketing strategy that aims to establish a significant and differentiated
presence in the market to attract and retain loyal customers. It is the process of creating a unique
name and image for a product or service in the consumers' mind.

Key Benefits of Branding

• Differentiation ~ Sets a brand apart in a saturated market.
• Trust and Loyalty ~ Builds consumer confidence and encourages repeat business.
• Emotional Connection ~ Engages customers on a personal level.
• Premium Pricing ~ Allows for charging higher price based on perceived value.
• Market Penetration ~ Aids in introducing new products under a trusted brand.
• Competitive Edge ~ Acts as a barrier against new market entrants.
Branding Impact Overview :

Further Reading :
"Branding Basics for Small Business" by Maria Ross
"Building a StoryBrand" by Donald Miller
Branding is not just about having a recognizable logo or a catchy tagline; it's a comprehensive approach
to creating a lasting impression on consumers. It's about weaving a story that resonates with your
audience, establishing a reputation that speaks of reliability and quality, and ultimately, securing a place
in the competitive market landscape.
Un d e rstan d Yo u r Au d i e n c e
Understanding the Audience: The Reptilian Brain's Role in Consumer Behavior

1. Impact of Subconscious Decisions

The subconscious mind greatly influences our choices, with emotions and instincts often overriding
rational thought in consumer behavior.
• Up to 95% of decisions are subconscious
• Emotions, instincts, and biases drive consumer choices
• Rational processes play a lesser role in decision-making
2. Role of the Reptilian Brain
The primitive "reptilian brain" is fundamental in decision-making, focusing on survival instincts that can
be leveraged in marketing.
• Brain stem and cerebellum as the "reptilian brain"
• Controls basic survival instincts: fight or flight, feeding, reproduction
• Influences consumer behavior through primal needs like safety and status
3. Consumer Behavior
Subconscious and primal instincts are key to shaping consumer behavior, requiring brands to engage
emotionally with their audience.
• Emotional and visual cues in marketing can evoke primal responses
• Storytelling taps into survival, love, and community themes
• Product design should enhance safety, ease of use, and status

Branding Strategy Framework

The reptilian brain's influence on consumer behavior is a critical aspect for marketers and brand strategists
to consider for creating impactful branding strategies
Ca se S tu d y : Nestl e 's M a rk e t i n g i n Ja p an
Nestlé's Strategic Decision to Enter the Japanese Coffee Market
Strategic Move and Cultural Challenges
Nestlé's strategic entry into the Japanese coffee market was a bold move to capture the growing coffee
demand, particularly among the youth and urban professionals. Despite Japan's deep-rooted tea culture,
Nestlé aimed to leverage its global coffee expertise.

• 🌏 Global expertise ~ Nestlé's strong brand and product portfolio.

• 🍵 Cultural context ~ Japan's traditional tea dominance and artisanal coffee appreciation.
• 🎯 Market opportunity ~ The surge in coffee popularity in Japan

Market Analysis and Cultural Adaptation :

Initial Setback: Unexpected Consumer Response and Lack of Sales
Despite the anticipation, Nestlé's coffee launch in Japan faced a setback due to a misalignment with local
tastes. Japanese consumers preferred milder coffee, contrasting with Nestlé's stronger offerings.
 • 📉 Sales gap ~ Difference between expected and actual sales.
• ☕ Consumer preference ~ Japanese taste for milder coffee flavors.
• 🚫 Product misalignment ~ Nestlé's offerings were too bold for the local market.

Consumer Preferences Analysis :

Conclusion :
Nestlé's experience in Japan highlights the importance of market research, cultural sensitivity, and product
adaptation in global brand expansion. It serves as a lesson in the significance of aligning with local
consumer preferences.
• 📚 Case study ~ Learning from global market entry challenges.
• 🔄 Flexibility and responsiveness: ~ Key to successful global marketing strategies.
• 🌐 Growth potential ~ Opportunities in adapting to new markets

Strategic Learning and Adaption:

T h e P o wer of Un c o n sc i o u s De si re s
Clutter's Approach to Deciphering Unconscious Desire
Unconscious impulses play a significant role in consumer purchasing decisions. Clutter's method dives
into the consumer psyche to reveal the hidden drivers of their behavior, suggesting these desires are
crucial for predicting market trends
• 🧠 Unconscious Desires as Drivers ~ Consumers may not fully understand their own
motivations.
• 🔍 Psychological Profiling ~ Advanced techniques are used to identify emotions and desires
affecting behavior

Logical Flow/Concept:
Enhancing Brand Perception and Influence
Aligning products and marketing with unconscious consumer needs can forge a stronger emotional bond,
boosting loyalty and sales.
• 💡 Brand Perception ~ Brands that connect with unconscious desires can reshape how consumers
view their offerings.
• 🛒 Purchasing Choices ~ Addressing unspoken needs leads to more profound influence on
consumer choices

Impact on Brand and Good Sales :

The Role of Consumer Psychology

Consumer psychology highlights the importance of unconscious desires in effective brand positioning.
 • Emotional Triggers ~ Brands need to understand deep emotional needs to resonate with
consumers.
• 🧠 Cognitive Biases ~ Recognizing biases helps align products with consumer perceptions of
value.
• 🤝 Social Influences ~ Social and cultural factors shape unconscious desires, influencing
consumer psychology.

Consumer Psychology
Factors:

Clutter's approach provides insights into consumer behavior by focusing on unconscious impulses.
Understanding these can lead to more effective marketing, improved brand perception, and meaningful
influence on purchasing decisions. The significance of consumer psychology in brand positioning and the
impact of unconscious desires on consumer behavior are highlighted.
Un d e rstan d in g th e C o n su m e r Co n n e c t io n
Emotional Connections in Consumer Decision-Making
1. Emotional Role in Consumer Choices
Emotional connections are crucial in consumer decision-making, often more influential than rational
analysis. These connections stem from brand associations and symbolism, which dictate consumer
preferences and loyalty. Brands that spark strong emotions tend to be more memorable and preferred.

• Brand Associations ~ Consumers' feelings, ideas, and experiences linked to a brand shape their
perception and choice. Positive associations foster stronger emotional bonds.
• Symbolism ~ Symbols convey meanings and emotions efficiently. Brands utilizing symbolism
effectively can forge potent emotional ties with consumers.

Brand Association and Consumer Emotion:

Brand Association and
Consumer Emotion:
2.Symbolism in Crafting Brand Identity

Symbolic elements and historical narratives are key in

building a brand's identity and deepening emotional
connections with consumers. These aspects help a brand
stand out and leave a lasting impact.

• Enduring Brand Identity ~ A brand's identity is its pledge to

consumers. Symbolism and narratives enhance this pledge's
appeal and memorability.
• Building Emotional Bonds ~ Brands that resonate with
universal themes and emotions can cultivate a sense of
community and shared values among consumers
Symbolism Impact on Brand Identity :

3. Jeep's Emblematic Emotional Branding

Jeep exemplifies a brand that has adeptly used symbolism and Jeep's Branding Strategy :
historical ties to establish strong emotional connections with its
audience. Jeep's brand symbolism, anchored in adventure,
freedom, and the outdoors, aligns well with its target
demographic.

• Adventure and Freedom ~ Jeep's marketing underscores the

concept of escaping the mundane, seeking new territories, and
adventure. This resonates with the innate human yearning for
freedom and discovery.
• Historical Associations ~ Jeep's wartime heritage adds
authenticity and depth to its brand, enhancing its image of
dependability, toughness, and trailblazing.
Cl u t t e r's Strateg y i n Ja p a n
Clutter's Strategy in Japan: Transforming the Market for Nestlé
Market Transformation through Consumer-Centric Strategy
Clutter's approach to the Japanese market for Nestlé was revolutionary, shifting the focus from traditional
coffee marketing to a consumer-centric strategy. This transformation was not just about selling products; it
was about understanding and meeting the unique needs and preferences of Japanese consumers.

• Strategic Shift ~ Moving from product-centric to consumer-centric marketing.

• Consumer Understanding ~ Deep insights into Japanese consumer behavior and preferences.
• Market Success ~ Achieving growth by aligning with local consumer expectations.

Market Transformation Overview :

1. Market Transformation Cultural Relevance and Local
Overview : Consumer Behavior
Clutter's strategy placed a strong emphasis on cultural relevance,
recognizing the importance of understanding local consumer
behavior and historical context. This approach was crucial for
Nestlé's success in the Japanese market, where cultural nuances
significantly influence purchasing decisions.

• Cultural Insights ~ Tailoring marketing strategies to fit Japanese

cultural norms.
• Historical Context ~ Incorporating historical references to
resonate with local consumers.
• Market Penetration ~ Leveraging cultural relevance for deeper
market penetration.
Cultural Relevance Impact:

3. Tapping into Childhood Associations

Clutter's strategy also highlighted the pivotal role of childhood associations in shaping consumer
preferences. Nestlé tapped into this insight by associating its products with positive childhood memories,
thereby creating a strong emotional connection with Japanese consumers.

• Emotional Marketing ~ Linking products to nostalgic memories.

• Consumer Preferences ~ Influencing preferences through emotional connections.
• Market Revolution ~ Changing the approach to resonate with local sentiments.

3. Childhood Associations and Consumer Preferences:

Childhood Associations and
Consumer Preferences:

Clutter's strategy in the Japanese market for Nestlé was a

masterclass in market transformation, cultural relevance, and
the power of childhood associations. By focusing on consumer-
centric strategies, understanding local culture, and tapping into
emotional connections, Nestlé was able to revolutionize its
approach and achieve significant success in the Japanese
market. This case study underscores the importance of adapting
to local consumer behavior and leveraging cultural insights for
effective global marketing strategies.
M a k i n g th e Buy er t h e He ro
Making the Buyer the Hero: The Power of Consumer-Centric Storytelling

1. Impact on Brand Loyalty Consumer-Centric Storytelling's

Role in Fostering Brand Loyalty :
Consumer-centric storytelling significantly influences brand
loyalty by making consumers feel important and creating
emotional ties with brands, leading to a more profound
relationship.

• Empowering Consumers ~ Positioning consumers at the

story's core enhances their sense of importance and loyalty.
• Emotional Connections ~ Personalized stories forge strong
emotional links between consumers and brands
2. Key Takeaway
The essence of consumer-centric storytelling is to make the buyer the protagonist, which is crucial for
successful branding and customer engagement.
• Consumer-Centric Approach ~ Prioritize the consumer's viewpoint in storytelling.
• Effective Branding ~ Stories centered around the consumer improve brand perception and loyalty

Core Principle of Consumer-Centric Storytelling :

3. Consumer-Centric Marketing
Centering marketing narratives around the consumer is essential for their empowerment and for aligning
the brand with their values, leading to a stronger community and brand relevance.
• Consumer Empowerment ~ Celebrating consumer stories and achievements.
• Brand Positioning ~ Synchronizing the brand with consumer values and goals.

Strategy for Consumer-Centric

Marketing :

Adopting a consumer-centric approach in marketing and

branding by making the buyer the hero not only solidifies
brand loyalty and relationships but also positions the
brand as an ally in the consumer's narrative, driving
success and resonance.

❀♡(◍•ω•◍) ﾉ♡❀