Marketing mantra acc. to Dr. Philip Kotler


“Create, Communicate and Deliver Value to a Target market at a Profit.”

Marketing begins with the customer. And the mantra above is all about customers and the value that they feel from their experience with your brand.

Create value for customer

This is about product management. You have to come up with a product or service that is one of a kind in the eyes of your customers. These days, however, your designers and engineers are not the only resource that you can turn to for coming up with a new and innovative product.

In this era of open innovation, more and more customers or raving fans of your product are chipping in to define the next big thing. Take Procter & Gamble for instance. When the consumer goods giant wanted to develop Pringles Print, they searched the web to find a professor-turned-baker in Italy who had already done it for his pizza and cookies.

Communicate value to customer

Communication is about the business of brand management. Customers love to identify with your brand if they really like it. Harley lovers even tattoo the logo on their skin!

What is your brand promise? Do you really deliver on that promise through actual customer experience? Is your business differentiated? Are you the best? What are your unique selling points?

Deliver value to customer

Value delivery is about customer management. Do you know who your customers are? Do you understand their pains, needs, and wants? Can you deliver value to fulfill the wishes of your customers?

In order for your marketing activities to be successful, you need to master these three businesses: Creation, Communication, and Delivery of Value (CCDV)–product management, brand management, and customer management.

This is the gist of Dr. Philip Kotler’s marketing mantra: CCDVTP.


Learnings from Playlist

Download now or watch on posterous (2809 KB)

When I look back on decades of technology evolution, I keep bumping on the concept called “playlist.”

This short video clip (taken from my laptop in the office, which explains why the low res ^^) shows you how music has moved from:

(a) compact discs (packaged products) to
(b) tracks (divided into components) to
(c) playlists (virtual, evolving products).

All the fads about service-oriented architecture and business process management and mobility can learn a lil’ something from playlists.

Lifesaver: clean water, one bottle at a time

Too much of the world lacks access to clean drinking water. Engineer Michael Pritchard did something about it — inventing the portable Lifesaver filter, which can make the most revolting water drinkable in seconds. An amazing demo from TEDGlobal 2009.

With cutting-edge nanotech, Michael Pritchard’s Lifesaver water-purification bottle could revolutionize water-delivery systems in disaster-stricken areas around the globe.

My 2 cents: Distributed rules! Think about it. Globalization, division of labor, parallel processing in computer chips, routing of data packets, and so forth. Let me call it a LifeSaver approch to delivering clean water, one bottle at a time. You can get clean, sterile drinking water when and where you want it. Way to go!

Hans Rosling on HIV: New facts and stunning data visuals

Hans Rosling unveils new data visuals that untangle the complex risk factors of one of the world’s deadliest (and most misunderstood) diseases: HIV. He argues that preventing transmissions — not drug treatments — is the key to ending the epidemic.

As a doctor and researcher, Hans Rosling identified a new paralytic disease induced by hunger in rural Africa. Now the global health professor is looking at the bigger picture, increasing our understanding of social and economic development with the remarkable trend-revealing software he created.

Shai Agassi: A bold plan for mass adoption of electric cars

Forget about the hybrid auto — Shai Agassi says it’s electric cars or bust if we want to impact emissions. His company, Better Place, has a radical plan to take entire countries oil-free by 2020.

Carlos Ghosn, CEO and President of Renault of France and Nissan of Japan, said:

“Hybrid cars are like mermaids. When you want a fish, you get a woman. And when you need a woman, you get a fish.”

Shai Agassi, who used to be the heir apparent at SAP AG and whom I had the privilege to meet in person three times, wants to put you behind the wheel of an electric car — but he doesn’t want you to sacrifice convenience (or cash) to do it.

Shai’s business model falls under what I call the “Land of Free” category where doing something makes more sense than ownership. On the other side of the scale, you can find the “Highland of Premium,” where owndership (or having something) and experience count.

For more ideas on the different business models, check out my post:

Flip Bell Curve; Meet Warshaw Curve!

Physics of Exponential Growth

In this video, David G. Thomson, founder and Chairman of Blueprint Growth Institute, Inc., demonstrates the physics of exponential growth. Thomson uses an analogy of space shuttle launch and charts the velocity and the change in velocity.

My take, on the other hand, is that the curves that Thomson shows on this video look more typical of a Sigmoid growth curve, or the S-shaped curve.

It’s your call to decide which is more like it. Any comments?

Achieving Exponential Growth

David G. Thomson, management guru and founder and Chairman of Blueprint Growth Institute, Inc., found that the secret blueprint to a billion dollars or more in revenue is none other than an exponential growth with escape velocity at 50 million dollars.

Enjoy the video! You can find more of his insights on YouTube.