QUE ES MARKETING ENTREVISTA PHILLIP KOTLER
Summary
TLDREn este video, Philip Kotler, experto renombrado en marketing, presenta Marketing 3.0, una evolución que va más allá de atraer a los clientes a través de la mente y el corazón, para llegar a lo que él denomina 'cuidar', es decir, preocuparse por el mundo en el que viven los clientes. Kotler destaca la importancia de la co-creación en el marketing, donde las empresas deben involucrar a sus clientes en la creación de productos, servicios y estrategias de marketing, destacando ejemplos como Starbucks y Doritos que han implementado exitosamente esta filosofía.
Takeaways
- 📚 Philip Kotler es considerado el experto más renomado en marketing a nivel mundial y ha escrito más de 50 libros, incluyendo 'Marketing 3.0'.
- 🔢 Kotler distingue tres etapas en el marketing: Marketing 1.0, que se centra en la eficiencia y la ganancia; Marketing 2.0, que se centra en entender y satisfacer a los clientes; y Marketing 3.0, que se enfoca en el cuidado por el planeta y la sociedad.
- 💡 En Marketing 1.0, el enfoque es atraer la mente del cliente, mientras que en Marketing 2.0 es atraer su corazón, y en Marketing 3.0 es el cuidado por el mundo en el que viven.
- 🏪 Ejemplos de empresas que han adoptado Marketing 2.0 incluyen a Starbucks, que se posiciona no solo por la calidad del café, sino por la experiencia completa que ofrece.
- 📈 La segmentación es clave en el marketing, y permite a las empresas como McDonald's adaptar su mensaje a diferentes segmentos del mercado manteniendo un mensaje coherente.
- 🌐 Marketing 3.0 añade una dimensión de preocupación por la sociedad y el planeta a las estrategias de marketing básicas de 1.0 y 2.0.
- 🛍️ El mix de marketing, conocido como los 4 P (Product, Price, Place, Promotion), sigue siendo válido en Marketing 3.0, pero con la adición de la co-creación con los clientes.
- 🤝 La co-creación implica la participación activa de los clientes en la creación de productos, servicios y campañas publicitarias, como se vio en el caso de Doritos, que invitó a sus seguidores a crear campañas publicitarias.
- 🛠️ En el B2B, la prueba beta de productos técnicos con un grupo selecto de clientes es una forma de co-creación que ha existido desde hace tiempo.
- 💰 La co-creación también puede aplicarse al establecimiento de precios, como en casos de restaurantes o cine que permiten a los clientes pagar lo que consideren justo.
- 📦 Los canales de distribución también pueden participar en la co-creación, adaptando productos a las necesidades de los intermediarios, como lo hizo Walmart con los fabricantes de juguetes.
Q & A
¿Qué es el marketing 3.0 según Philip Kotler?
-El marketing 3.0 es una evolución del marketing que va más allá de satisfacer las necesidades del cliente y se centra en el cuidado por el planeta y el mundo, entendiendo que los clientes tienen preocupaciones más allá de los productos, como el agotamiento de recursos, la pobreza y la escasez de agua.
¿Cuáles son las diferencias entre marketing 1.0, 2.0 y 3.0 según el script?
-El marketing 1.0 se centra en atraer la mente del cliente, el marketing 2.0 en el corazón del cliente, y el marketing 3.0 en el cuidado por el mundo y el planeta, lo que implica una responsabilidad social y ambiental por parte de las empresas.
¿Qué es la posición de Starbucks en el mercado según el ejemplo del script?
-Starbucks se posiciona no solo como un proveedor de café fresco, sino también como un lugar donde los clientes pueden disfrutar de una experiencia más fina y una variedad de tipos de café.
¿Cómo McDonald's maneja la segmentación de mercado según el script?
-McDonald's utiliza el concepto de 'brand journalism' y su fórmula CQSV (calidad, servicio, limpieza y valor), adaptando su mensaje consistente pero diferente para cada segmento de mercado que busca alcanzar.
¿Qué es la co-creación y cómo se relaciona con el marketing 3.0?
-La co-creación es la participación activa de los clientes en el proceso de desarrollo de productos, servicios o campañas publicitarias, lo que en el marketing 3.0 se convierte en una práctica clave para fortalecer la relación con los clientes y mejorar la oferta de la empresa.
¿Cómo se puede involucrar a los clientes en la creación de campañas publicitarias como lo hizo Doritos?
-Doritos invitó a sus clientes a crear campañas publicitarias para ellos, eligiendo las mejores y recompensando a sus creadores, lo que resultó en una campaña innovadora y efectiva que podría no haber surgido de la agencia publicitaria tradicional.
¿Qué es el 'crowdsourcing' y cómo se relaciona con la co-creación?
-El 'crowdsourcing' es el proceso de obtener ideas, soluciones o contenido de un grupo grande y diverso de personas, lo que se utiliza en la co-creación para involucrar a los fans y clientes en el desarrollo de productos o servicios.
¿Cómo se puede aplicar la co-creación en el desarrollo de productos según el script?
-La co-creación en el desarrollo de productos puede implicar pruebas beta con clientes seleccionados, donde se les pide que utilicen un producto en desarrollo y sugieran mejoras antes del lanzamiento final.
¿Cómo se puede utilizar la co-creación en la fija de precios de un producto?
-La co-creación en la fija de precios puede incluir prácticas como el 'pay-what-you-want', donde los clientes deciden el valor que les parece justo por el producto o servicio recibido.
¿Cómo los 'lead users' pueden contribuir a la co-creación de productos?
-Los 'lead users' son aquellos que demandan más y a menudo mejoran el producto que compraron por sí mismos. Sus acciones y sugerencias pueden ser valiosas para la mejora de los productos antes de su lanzamiento al mercado.
¿Cómo se puede co-crear en el lugar o la distribución de un producto según el script?
-La co-creación en la distribución puede implicar la colaboración con intermediarios, como minoristas, que pueden sugerir mejoras en el empaque o el diseño del producto para que se ajuste mejor a sus necesidades de espacio y presentación.
Outlines
📚 Introducción a Marketing 3.0
En el primer párrafo, se presenta a Philip Kotler como un experto renombrado en marketing, creador de la disciplina y autor de más de 50 libros, incluyendo 'Marketing 3.0'. Se describe Marketing 3.0 como una evolución que va más allá de la mente y el corazón del cliente, llegando a un nivel de 'cuidado' por el planeta y el mundo. Se explica que las empresas pasan por etapas de marketing (1.0, 2.0 y 3.0), y que no deben saltar etapas. Se enfatiza la importancia de la comprensión del cliente y el contexto global en el que vive, para hacer una diferencia en el mundo.
🌐 Diferencias entre Marketing 1.0, 2.0 y 3.0
El segundo párrafo profundiza en las diferencias entre las etapas de marketing. Se discute cómo Marketing 2.0 se centra en el corazón del cliente, mientras que Marketing 3.0 añade un componente de responsabilidad social y cuidado por el planeta. Se menciona que para ser exitoso en Marketing 3.0, una empresa también debe tener sólidas bases en Marketing 1.0 y 2.0. Además, se introduce la idea de la 'co-creación' como una extensión del mix de marketing tradicional (4 Ps), donde los clientes participan activamente en la definición de productos, precios, promoción y lugares de venta.
🤝 Co-creación en el Mix de Marketing
El tercer párrafo explora cómo la co-creación se aplica a los cuatro Ps del marketing. Se dan ejemplos de cómo las empresas pueden involucrar a sus clientes en el diseño de productos, la fijación de precios, la promoción y la definición de canales de distribución. Se mencionan casos prácticos como la participación de los clientes en la mejora de productos, la prueba beta y la utilización de 'usuarios líderes' para innovar. También se discute la posibilidad de dejar que los clientes determinen el precio de un producto o servicio, y cómo los intermediarios en la cadena de distribución pueden influir en el diseño de los productos.
Mindmap
Keywords
💡Marketing 3.0
💡Philip Kotler
💡Mind
💡Heart
💡Caring
💡Segmentación
💡Posicionamiento
💡Marketing Mix
💡Co-creación
💡Lead Users
💡Crowdsourcing
Highlights
Philip Kotler is recognized as the world's most renowned expert on marketing and the creator of the field.
Kotler has written over 50 books, including 10 in the last five or six years, with his most recent publication being 'Marketing 3.0'.
Marketing 3.0 is about companies evolving from just being efficient and profitable (1.0) to understanding customers (2.0) and caring for the planet and society (3.0).
Marketing 1.0 focuses on appealing to the customer's mind, while 2.0 appeals to the heart, and 3.0 is about caring for the world.
Companies should not skip stages in their marketing evolution; they must crawl before they can run.
Positioning in marketing is about differentiating from competitors by offering unique points of difference.
Segmentation is recognizing that not all customers can be served equally and tailoring messages to different market segments.
The difference between Marketing 2.0 and 3.0 is the addition of caring for society and the planet.
Being a 3.0 company requires maintaining the fundamentals of a good product and customer understanding from 1.0 and 2.0.
The four Ps of marketing (Product, Price, Place, Promotion) are still valid in Marketing 3.0 but now include co-creation with customers.
Co-creation involves engaging customers in the development of products, pricing, promotions, and distribution channels.
Successful companies build a 'love affair' with their customers, as seen in books like 'Firms of Endearment'.
Crowdsourcing is a method of involving a large number of people in the company's processes, as illustrated by Doritos' ad campaign.
B2B companies often use beta testing with select customers to improve products before launch, which is a form of co-creation.
Lead users, who are often ahead of the market in terms of needs and solutions, can help companies improve their products through co-creation.
Involving customers in setting prices, such as a pay-what-you-want model, is a form of co-creation in the pricing strategy.
Co-creation in distribution involves working with intermediaries to reshape products to better fit their channels, as seen with Walmart.
Transcripts
Oh
to management TV today were once again
with Philip Kotler Phil is the world
most renowned expert on marketing he is
the creator of the field and has written
over 50 books ten of which have been in
the last five or six years and has
recently published a book on marketing
3.0 and we're going to learn about it
with him today
thank you very much Phil for being with
us today happy to be with you always
Eduardo marketing 3.0 what is it all
about well let me give you a preview yes
it turns out that I believe most
companies are in marketing 1.0 which I
will explain a small percentage are in
2.0 and a few now are in 3.0 and by the
way no company should jump from being
1.0 3.0 they better crawl before they
get to that stage if they want to get to
that stage a marketing 1.0 company is
doing the job a good job they are being
efficient and profitable making
something for a lot of people however
some companies have decided to learn
more about who they're selling to they
move from just making and selling a good
product to understanding their customers
with big databases and and watching
movements and their customer fans and so
on and and that is 2.0 and 3.0 the 43.0
if you were to describe it in one word
or one concept what is marketing 1.0
well 1.0 is appealing to the customers
mind wherever you can find customers
okay and 2.0 is appealing to the
customers heart by knowing a lot about
the customer and trying to get closer to
serving the customer okay and now yes
marketing through marketing 3.0 is about
knowing the customer is more than a
person simply interested in a product
that you're providing but is a person
who has concerns because the world is
kind of getting more and more
stable there's a question of with a
planet run out of resources there's a
question of poverty water shortage and
so it's a context for a company saying
we care too we not only want to sell
what you want in the best form possible
but we would like to make sure that we
understand the world you're living in
and we're trying to make a difference
and also make a better world
that's 3.0 in one word would be caring
caring about the planet and the world
okay let's try to define the basic
marketing concepts and apply them to
marketing 1.0 2.0 or 3.0 for example
positioning what is positioning well
positioning is letting your target
customers know how you how you will
differ from the other competitors in
offering points of difference and not
only points of parity we use those terms
most companies have to at least do the
same thing the other companies are doing
then they're on par with that but you
take a company like Starbucks they're
not only make sure that the coffee is
fresh and that the and it delivers what
coffee should deliver but they add much
more they're positioned as giving a
finer coffee more types of coffee and a
whole experience in a place where you're
going to enjoy the moment of coffee
being that's positioning segmentation
segmentation is the recognition you
can't serve everyone with equal
satisfaction I'll give you an example of
that mcdonald's believes in a thing they
call brand journalism that is they stand
for this idea of cue SCV let me explain
their formula is always quality service
cleanliness and value cue SCV but you
know what they should really emphasize
differs from whether they're trying to
reach the teenager they're trying to
reach the mother of children the senior
citizen
and so within the QSC v they have a
different but consistent message with
the QSC v for each segment of the market
in both positioning and segmentation the
difference between marketing 2.0 and 3.0
is to add those dimensions of caring
society and planet yes right right when
you're a 3.0 you also have to be a 1.0
and 2.0 there edition more pillars to
your marketing strategy by all means
I don't become good at 3.0 without being
good basically with your basic product
and your customer understanding the
marketing mix yes the four PS you know
is it still a valid concept for the
marketing 3.0 it is definitely still the
basis of any brand plan but there's one
edition now called co-creation that was
missing namely we the four PS is what
the company does on its own to set the
product features the price the place or
distribution and also the promotion but
you know in setting those things they
ought to engage their customers who
really love them let's assume that some
companies have customers who love them
companies like for example
harley-davidson where people who drive
motorcycles they often say Harley could
we help you you're making an the next
motorcycle we have some ideas can we
hang around we don't want to be paid we
just want to join you
what are successful companies doing to
co-create with their companies with
their customers sorry they're they're
basically building a love affair with
their customers and I can say more about
what we've learned about that it's not
only in a book love marks but there's a
lot there's a book called firms of
endearment that have taught us how to
turn on your own customers as well as
your employees
there's a lot involved in getting closer
to your you want to there's a thing we
call crowdsourcing it's a term used in a
book called the wisdom of crowds which
say that there are a lot of people out
there who would like to participate
participate in your company in one way
or another and not only in what your
product might become but also what your
advertising might become wonderful story
about Doritos which is a snack food like
a potato chip they decided not to use
their advertising agency to develop a
new ad campaign and they said to all of
you people who love Doritos any of you
who want to create a campaign for us an
advertising campaign please send it to
us we will choose the best ones and
reward you for it and not only that the
very best one will be used for our next
campaign which means that they are
bypassing the ad agency and they ended
up with a brilliant campaign that no ad
agency would have probably with its
narrow interest in a few concepts have
come up with that's crowd sourcing
getting the crowd to join you or it's
co-creation with your fans that's a
great example on one of the 4 PS that
would be the promotion you know let's
take on the product side
how can you invite specifically some
your customers or customers to be to
design the product with you well you
know it's been done for a long time
within the b2b world the
business-to-business world any business
firm that's making a technical component
will go through an alpha and a beta test
now the alpha test is to make sure that
the component works doesn't break down
inside the company using your own
scientists but then they select a subset
of customers for who with whom they have
a good relation and they ask them to try
the product and to suggest any
improvements before they do a launch of
the final product so beta testing is the
same as co-creation question is what
about a consumer packaged goods for a
company well they do it by having maybe
a consumer panel in fact do you remember
research being done at MIT called lead
users lead users the professor in that
area has shown many companies that they
will always have some users who are
demanding in fact they take the product
they just bought from you and improve it
themselves it could be a computer where
they play around with the software or
the hardware and make it work better so
lead users is another version of
watching people take your product and
make it better
let's see co-creation with price yeah is
that possible that's too risky
how can customers help you set the
appropriate price well you know it's
done in the following way which most
companies can't do it that way when you
say at it's a restaurant and this has
happened come in order what you want and
then pay whatever you want that is to
say and a movie theater could do it
movie theater could say just come in
watch the movie and just leave whatever
you thought the movie was worth okay it
hasn't spread but it is a way of saying
let the customer be the judge of the
value of the of the product and finally
if we go to the four PS with co-creation
would be place
distribution how can customers help you
co-create your distribution channels
well it isn't the final customers there
it is the distribution channels that are
your customers at the intermediate level
yes and and do you know many of the
middlemen have been actually reshaping
the product the history of Walmart is
telling a toy manufacturer their box or
their package is too big for the shelf
and
giving the design for a better box or
package or actually saying we won't
accept it at that size go back in and so
on so I would say there that is
co-creation with your distribution
system
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