Strategic Marketing
Marketing is the science and art of exploring, creating and delivering value to satisfy the needs
of consumer. It aims at optimizing the added value of the company thanks to tools and actions.
It can be b2c, b2b, service marketing (BlablaCar, the company facilitates things). Marketing
improve your entity value with two major outputs (increase the quantity of transactions and
increase the price power: volume effect and value effect). Thanks to spending in Operational
Marketing to improve efficiency and to invest in strategic marketing (long-mid term) to build
brand and customer lifetime value in a sustainable way. It boosts customer and company
values.
Presentation to do (Danone) to give before March 12:
→the tools are to be used in a marketing way :
The recommendations are key, the most important.
What is a marketing issue? You need to define a market and an objective; use the 17 objectives
Rule 1 : Always trade for a double benefit (company value and customer value, it’s value
creation instead of value sharing)
Rule 2 : Get to know each other to understand their feelings , put yourself in the shoes of the
customer, the client.
Rule 3 : Set the marketplace boundaries
Rule 4 : in B2B and Trade Marketing, there are always 2 markets to address
,Lecture 2
Rule 5 : Move from product centric to service & solution focus
Abell framework
→not aiming at
Sustainable marketing
The cost to go sustainable have not to be too high so that companies can see it as an incentive
for their business and not as a huge cost they have to take into account. Making sustainable
marketing can be addressed through sustainable products but also to be more sustainability-
conscious through processes that intervene before the actual product/service.
Brundtland Report “meets the needs of the present without compromising …”, Rio + 20, the
17 Sustainable Development Goals.
,3 forms of sustainable marketing objectives: deliver sustainable offers, conduction marketing
operations in a sustainable way and make marketing to foster positive behaviors, make
sustainability the norm in a way.
Stakeholders need to be defined so to understand their power of influence on your activity
and answer their needs.
Life Cycle Analysis
Not cradle to grave but cradle to cradle
+changing customer behaviour or changing your own behaviour.
Customer value follows the same idea of the ABEL framework.
,
Marketing is the science and art of exploring, creating and delivering value to satisfy the needs
of consumer. It aims at optimizing the added value of the company thanks to tools and actions.
It can be b2c, b2b, service marketing (BlablaCar, the company facilitates things). Marketing
improve your entity value with two major outputs (increase the quantity of transactions and
increase the price power: volume effect and value effect). Thanks to spending in Operational
Marketing to improve efficiency and to invest in strategic marketing (long-mid term) to build
brand and customer lifetime value in a sustainable way. It boosts customer and company
values.
Presentation to do (Danone) to give before March 12:
→the tools are to be used in a marketing way :
The recommendations are key, the most important.
What is a marketing issue? You need to define a market and an objective; use the 17 objectives
Rule 1 : Always trade for a double benefit (company value and customer value, it’s value
creation instead of value sharing)
Rule 2 : Get to know each other to understand their feelings , put yourself in the shoes of the
customer, the client.
Rule 3 : Set the marketplace boundaries
Rule 4 : in B2B and Trade Marketing, there are always 2 markets to address
,Lecture 2
Rule 5 : Move from product centric to service & solution focus
Abell framework
→not aiming at
Sustainable marketing
The cost to go sustainable have not to be too high so that companies can see it as an incentive
for their business and not as a huge cost they have to take into account. Making sustainable
marketing can be addressed through sustainable products but also to be more sustainability-
conscious through processes that intervene before the actual product/service.
Brundtland Report “meets the needs of the present without compromising …”, Rio + 20, the
17 Sustainable Development Goals.
,3 forms of sustainable marketing objectives: deliver sustainable offers, conduction marketing
operations in a sustainable way and make marketing to foster positive behaviors, make
sustainability the norm in a way.
Stakeholders need to be defined so to understand their power of influence on your activity
and answer their needs.
Life Cycle Analysis
Not cradle to grave but cradle to cradle
+changing customer behaviour or changing your own behaviour.
Customer value follows the same idea of the ABEL framework.
,
