Inhoudsopgave
The vegetarian butcher (guest lecture) ........................................................................................... 3
Chapter 1: What the hell is marketing strategy? ............................................................................. 5
Part 1: What is strategy? ...................................................................................................................5
Part 2: What is marketing? .............................................................................................................. 15
Part 3: What is marketing strategy? ................................................................................................. 27
Knowledge clips chapter 2 ...........................................................................................................29
Knowledge clip 2.1 – The playing field (Part 1)................................................................................... 29
Knowledge clip 2.2 – The playing field (Part 2)................................................................................... 33
Articles chapter 2 ........................................................................................................................42
Steiner et al. (2014) - Platform Adoption in System Markets: The Roles of Preference Heterogeneity and
Consumer Expectations ................................................................................................................. 42
Chapter 2: The Playing Field .........................................................................................................44
Knowledge clips chapter 3 ...........................................................................................................54
Knowledge clip 3.1 – Price Leadership ............................................................................................. 54
Knowledge clip 3.2 – Price Leadership ............................................................................................. 60
Knowledge clip 3.3 – Quality Leadership .......................................................................................... 68
Knowledge clip 3.4 – Quality Leadership .......................................................................................... 71
Knowledge clip 3.5 – Hybrid Strategies ............................................................................................ 74
Knowledge clip 3.6 – Time Leadership ............................................................................................. 76
Knowledge clip 3.7 – Time Leadership ............................................................................................. 80
Knowledge clip 3.8 – Time Leadership ............................................................................................. 83
Knowledge clip 3.9 – Value Proposition ............................................................................................ 85
Articles chapter 3 ........................................................................................................................91
Ritson (2024) - Copy KitKat on your quest for ‘double D marketing’ .................................................... 91
Siebert et al. (2022) - Customer Experience Journeys: Loyalty Loops Versus Involvement Spirals ........ 92
Hingston et al. (2018) - Why Consumers Don’t See the Benefits of Genetically Modified Foods, and
What Marketers Can Do About It ..................................................................................................... 94
Hamilton and Chernev (2013) - Low Prices Are Just the Beginning: Price Image in Retail Management 97
Chapter 3: The behavior of the players ..........................................................................................99
Calyx and Corolla: Market Analysis and Business Development .................................................. 104
Knowledge clips chapter 4 ......................................................................................................... 109
Knowledge clip 4.1 – Deontology and utilitarianism ........................................................................ 109
Knowledge clip 4.2 – Ethics and morality ....................................................................................... 111
, Knowledge clip 4.3 – Shareholder and stakeholder theory .............................................................. 113
Articles chapter 4 ...................................................................................................................... 116
Sandel (2013) - Market Reasoning as Moral Reasoning: Why Economists Should Re-engage with
Political Philosophy ...................................................................................................................... 116
Chaput and Paulsson (2023) - Bypassing the animal: Plant-based meat and the communicative
constitution of a moral market ...................................................................................................... 120
Chapter 4: Ethics in marketing.................................................................................................... 124
Tutorial Krijn Turkenburg 27-11 ................................................................................................... 136
Knowledge clips chapter 5 ......................................................................................................... 137
Knowledge clip 5 - The rules of the game ....................................................................................... 137
Articles chapter 5 & 6 ................................................................................................................. 139
McGrath (2013) – Transient Advantage........................................................................................... 139
Chapter 6 .................................................................................................................................. 141
Death to sustainable competitive advantage? ................................................................................ 141
Changing the playing field............................................................................................................. 143
Changing behavior ....................................................................................................................... 146
Changing rules ............................................................................................................................ 148
Exam prep ................................................................................................................................. 150
How to study ............................................................................................................................... 150
Example exam questions.............................................................................................................. 151
,The vegetarian butcher (guest lecture)
Urgency plant-based food transition
→ feeding a world with 10 billion people in 2058
→ meat consumption doubled in past 25 years
What is the most efficient thing to invest in, to cut emissions
- Plant-based proteins
Brand
Mission: to become the biggest butcher in the world by making plant-based meat
Philosophy: sacrifice nothing
Journey
- Built via PR and socials
o By tapping into current affairs
o Creating rumor around our product names (big PR with Maradonnie)
o Invite people to join the food revolution on social and in our campaigns
- Present in many markets (restaurants, on the go, sport clubs, supermarkets,
Hello fresh, dominos, subway
- Only convince people when the taste is super good → rewards
- Future goal is fully vegan, not changing name into vegan because ‘plant based’
works the best → biggest market potential
Case: at the vegetarian butcher we want to grow the meat replacement category
Question: why do we want to grow the category and not just our band sales?
Purpose: unleashing a food revolution which in turn unleashes all the animals from the
chain
Two options:
- Market maker
- Market share taker
How can we grow the category?
First let’s have a look at how you can calculate category size
→ How many people X how many products X how much spend
1. More users (penetration)
2. More frequent (let current buyers buy your product more often)
3. More benefits/spend (convince up trade)
Help the vegetarian butcher to grow the meat replacement category in retail
channel
→ Choose one of the three ways to grow the category
1. More users
2. More usage
3. More benefit/ spend
, Create a marketing strategy plan to reach your objective which helps us to release
more animals from the food chain
- What are the levers to reach your objective?
o Who is your target consumer?
o What type of products will you focus on
o What usage occasions will you focus on
o What type of marketing support activities will help in reaching your goal
The vegetarian butcher (guest lecture) ........................................................................................... 3
Chapter 1: What the hell is marketing strategy? ............................................................................. 5
Part 1: What is strategy? ...................................................................................................................5
Part 2: What is marketing? .............................................................................................................. 15
Part 3: What is marketing strategy? ................................................................................................. 27
Knowledge clips chapter 2 ...........................................................................................................29
Knowledge clip 2.1 – The playing field (Part 1)................................................................................... 29
Knowledge clip 2.2 – The playing field (Part 2)................................................................................... 33
Articles chapter 2 ........................................................................................................................42
Steiner et al. (2014) - Platform Adoption in System Markets: The Roles of Preference Heterogeneity and
Consumer Expectations ................................................................................................................. 42
Chapter 2: The Playing Field .........................................................................................................44
Knowledge clips chapter 3 ...........................................................................................................54
Knowledge clip 3.1 – Price Leadership ............................................................................................. 54
Knowledge clip 3.2 – Price Leadership ............................................................................................. 60
Knowledge clip 3.3 – Quality Leadership .......................................................................................... 68
Knowledge clip 3.4 – Quality Leadership .......................................................................................... 71
Knowledge clip 3.5 – Hybrid Strategies ............................................................................................ 74
Knowledge clip 3.6 – Time Leadership ............................................................................................. 76
Knowledge clip 3.7 – Time Leadership ............................................................................................. 80
Knowledge clip 3.8 – Time Leadership ............................................................................................. 83
Knowledge clip 3.9 – Value Proposition ............................................................................................ 85
Articles chapter 3 ........................................................................................................................91
Ritson (2024) - Copy KitKat on your quest for ‘double D marketing’ .................................................... 91
Siebert et al. (2022) - Customer Experience Journeys: Loyalty Loops Versus Involvement Spirals ........ 92
Hingston et al. (2018) - Why Consumers Don’t See the Benefits of Genetically Modified Foods, and
What Marketers Can Do About It ..................................................................................................... 94
Hamilton and Chernev (2013) - Low Prices Are Just the Beginning: Price Image in Retail Management 97
Chapter 3: The behavior of the players ..........................................................................................99
Calyx and Corolla: Market Analysis and Business Development .................................................. 104
Knowledge clips chapter 4 ......................................................................................................... 109
Knowledge clip 4.1 – Deontology and utilitarianism ........................................................................ 109
Knowledge clip 4.2 – Ethics and morality ....................................................................................... 111
, Knowledge clip 4.3 – Shareholder and stakeholder theory .............................................................. 113
Articles chapter 4 ...................................................................................................................... 116
Sandel (2013) - Market Reasoning as Moral Reasoning: Why Economists Should Re-engage with
Political Philosophy ...................................................................................................................... 116
Chaput and Paulsson (2023) - Bypassing the animal: Plant-based meat and the communicative
constitution of a moral market ...................................................................................................... 120
Chapter 4: Ethics in marketing.................................................................................................... 124
Tutorial Krijn Turkenburg 27-11 ................................................................................................... 136
Knowledge clips chapter 5 ......................................................................................................... 137
Knowledge clip 5 - The rules of the game ....................................................................................... 137
Articles chapter 5 & 6 ................................................................................................................. 139
McGrath (2013) – Transient Advantage........................................................................................... 139
Chapter 6 .................................................................................................................................. 141
Death to sustainable competitive advantage? ................................................................................ 141
Changing the playing field............................................................................................................. 143
Changing behavior ....................................................................................................................... 146
Changing rules ............................................................................................................................ 148
Exam prep ................................................................................................................................. 150
How to study ............................................................................................................................... 150
Example exam questions.............................................................................................................. 151
,The vegetarian butcher (guest lecture)
Urgency plant-based food transition
→ feeding a world with 10 billion people in 2058
→ meat consumption doubled in past 25 years
What is the most efficient thing to invest in, to cut emissions
- Plant-based proteins
Brand
Mission: to become the biggest butcher in the world by making plant-based meat
Philosophy: sacrifice nothing
Journey
- Built via PR and socials
o By tapping into current affairs
o Creating rumor around our product names (big PR with Maradonnie)
o Invite people to join the food revolution on social and in our campaigns
- Present in many markets (restaurants, on the go, sport clubs, supermarkets,
Hello fresh, dominos, subway
- Only convince people when the taste is super good → rewards
- Future goal is fully vegan, not changing name into vegan because ‘plant based’
works the best → biggest market potential
Case: at the vegetarian butcher we want to grow the meat replacement category
Question: why do we want to grow the category and not just our band sales?
Purpose: unleashing a food revolution which in turn unleashes all the animals from the
chain
Two options:
- Market maker
- Market share taker
How can we grow the category?
First let’s have a look at how you can calculate category size
→ How many people X how many products X how much spend
1. More users (penetration)
2. More frequent (let current buyers buy your product more often)
3. More benefits/spend (convince up trade)
Help the vegetarian butcher to grow the meat replacement category in retail
channel
→ Choose one of the three ways to grow the category
1. More users
2. More usage
3. More benefit/ spend
, Create a marketing strategy plan to reach your objective which helps us to release
more animals from the food chain
- What are the levers to reach your objective?
o Who is your target consumer?
o What type of products will you focus on
o What usage occasions will you focus on
o What type of marketing support activities will help in reaching your goal
