Tag Archives: product

A.G. Lafley :: How Strategy Really Works

A.G. Lafley
Former CEO of Procter & Gamble (2000-2009)
“Playing to Win: How Strategy Really Works”
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The biggest shortcoming among today’s CEOs is that they don’t think they need a strategy. They think they have a hot product or hot service. They think benchmarking, best practices and copying what the rest of the industry does is a strategy. They try to be all things to all people.
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If you’re not clear about which customers you’re going to serve, how to serve them in a unique and better way that creates real value for them, and your core competencies, you’re just not going to have as much of a chance to win. You cannot grow if you don’t end up making a meaningful difference in consumers’ lives.
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Filed under 1 – Where To Play

Transform Your Business by Being Remarkable

Purple Cow
Seth Godin
Transform Your Business by Being Remarkable
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What makes a great product?
Not advertising, advertising is intrusive. We don’t want advertising, and we don’t watch advertising. So advertising is gone. Mass is gone. It is sooo XXth. Daddy’s marketing. Average products for average people is risky business. Consumers don’t care about you, they are drowned by choice, of products that all look the same. Plus they don’t have the time for you. Too many choices, too little time.
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Today, most products are boring. While driving through France a few years ago, my family and I were enchanted by the hundreds of storybook cows grazing in lovely pastures right next to the road. For dozens of kilometers, we all gazed out the window, marveling at the beauty. Then, within a few minutes, we started ignoring the cows. Cows were invisible. The new cows were just like the old cows, and what was once amazing was now common. Worse than common: It was boring.
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The essence of the Purple Cow — the reason it would shine among a crowd of perfectly competent, even undeniably excellent cows — is that it would be remarkable (“otaku” in Japanese). That’s what is talked about (what is worth making a remark about).
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So the only way now to gain attention in a market, is to make a remarkable product. We are all in the fashion business. Your one chance for success is to be remarkable. Make an offer that your targeted customers will desire, and talk about. They will want it just because it addresses their wants and needs. That’s how you make and market remarkable offers. Ideas that spread win.
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All you have to do is figure out what people want… and give it to them.
Innovate or die. That’s all folks!
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Filed under 3 – When To Go

Le marché de masse est mort!

Un ouvrage qui décrit la révolution des années 2000-2010 – il va bien falloir que l’on trouve un nom pour cette décennie:
la prise du pouvoir par le client.
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THE NEW MARKETING PARADIGM
Integrated Marketing Communications
Don Schultz – Stanley Tannenbaum – Robert Lauterborn
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Les stratégies et tactiques traditionnelles pour toucher une grande masse d’individus, avec un seul message, délivré par des mass media ne sont plus valides. Les media de masse – et surtout la TV – montrent leur manque d’efficacité. Le marché de masse est mort!
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Mais l’ouvrage propose également une solution, LA solution:
“Les bases de données se révèleront être un outil de marketing plus efficace que la télévision ne le fut jamais”
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PS: Robert Lauterborn, ça vous dit quelque chose? Les 4C? Les 4C qui remplacent les 4P? No?
Robert Lauterborn, Professor of advertising at the University of North Carolina: “80% of new products fail each year”
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La règle des 4C:
Une proposition de Contenu ou de services par l’animation d’une Communauté:
créer une réelle valeur et une expérience client pour attirer et fidéliser ses clients.
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[product]  Customer’s wants and needs
[price]  Cost (CTS – Cost To Serve Vs. TCO – Total Cost of Ownership)
[place]  Convenience (sense & simplicity)
[promotion]  Communication (interactive dialog)
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Filed under 3 – When To Go