Marketing & Commercialisation - Coggle Diagram
Marketing & Commercialisation
process and execution
of the conception, pricing, promotion and distribution
of ideas, goods and services
satisfy individual and organisational goals
it is about identifying and meeting the needs of the consumers profitably
long term, forward-thinking approach
fundamental goal: achieve sustainable competitive advantage
Reach people and turn them into customers
Need, Want & Demand
Need: basic human requirements
Want: Shaped by environment.
Specific object that satisfies the need
Demand: When you have the want and the ability to want it.
key marketing messages
target consumer info
Methods & Responses
Product, Price, Place, Promotion
Based on product features
Solution, Access, Value, Education
Focused on needs and solutions
Get everyone on the same page
Hiring, training and motivating able employees who want to serve the customers well.
Different channels to target different groups to get a consistent messaging:
Ensure it is consistent across all channels
Matrices and ways to measure how you are performing in the marketing area: such as
market share, customer loss rate, customer satisfaction, ethical & environmental implications
Building r/s with customers and partners (suppliers)
marketing partners (channels, suppliers)
financial partners (shareholders, investors etc)
Making an impact (Psychoanalytics and humour)
Conscious moral values. Our social conscious. Internalised representation of morals & values important to us in society.
Subconscious, mediator in controlling our instinctive drives and find a realistic/socially acceptable means to satisfy
Unconscious mind, impulses. Try to satisfy whatever delivers pleasure without regard for implications
Sequence in response to marketing
Consumers are exposed (
Vibrant colours caught their
(vision, sound, taste, touch, smell)
They feel and generate an
They may take some
They feel satisfied
Definition: Signs, symbol, name to differentiate a company/product from its competitors
Target different groups
Pros & Cons of branding?
1) Customer loyalty
2) Instant recognition
23 Stable demand
4) Can charge premium price
5) Allow entering of new markets (consumers will try their trusted brands)
6) Convey image to consumers (friendly, mysterious etc)
1) Time consuming (costly) to establish and maintain (High promotional costs)
2) Reputation easily heavily damaged by bad publicity
3) Possibility of imitation
4) Brand may lose relevance if fashion changes
Brand families to cater to different target markets
Brand perception: Comes from customer use, experience, functionality, reputation, and word of mouth recommendation
Differences & Parity
Unique point of difference
Something real/perceived that makes the brand stand out from competition
Point of parity (what makes the brand "good enough"
Not unique to the brand, but absence is a negative (if smartphone no touchscreen)
Positioning: How product is perceived in terms of price and quality.
You don't want to create dissonance between positioning and perception.
Brand Loyalty: Level of satisfaction a customer has for a product and the level of repurchasing they do
On repurchasing vs Satisfaction
Hostages Loyalists, Extreme: Apostles
Defectors Extreme:Terrorists Mercenaries
Hostages: Basically us buying foodgle food. We buy cos we got no option.
Loyalists: Apple consumers.
Apostles: MLM consumers
Defectors: That fishball noodle stall made me laosai.
Terrorists: Xiaxue defaming a brand.
Mercenaries: Poor people like us who cannot afford to stick to brand.
We don't know what our preferences are, and we are susceptible to environmental factors.
We need nudges aka subtle interventions to guide our choices.
Default choice: easiest choice, habit.
Consumers tend to be myopic and focus on short-term influences.