Fundamentally

Sustainability Through Integrated Marketing

The marketing function, properly managed, joins [and strengthens] the links in the Supply Chain. To be effective, there needs to be:

• Clear separation of marketing [strategic] and sales [tactical]
• Correct positioning of PR, KAM, R&D and research
• Two additional marketing P's - Plan and Purpose
• The correct positioning of Integrity and Innovation

This is described and developed in Download dynamic_marketing_in_the_supply_chain.pdf

Posted by Steve Mullins

Delivering Benefit

Why is an organisation in business?

Primarily to deliver benefits to the user. These benefits may be tangible or intangible and the more important are the intangible ones, which account for more than 60% of the reason to buy.

The tangible benefit is one which provides a measurable result, such as an increase in turnover, or technical excellence [usually the province of engineers]

The intangible benefit causes the customer to buy for emotional reasons or because the company or product 'feels' right.

People buy based on the intangible benefit and justify the purchase or decision by the intangible one.

Please see Download Benefits.pdf

Posted by Steve Mullins 2006

Another paper about branding

As things are more easily copied the brand becomes increasingly important yet we seem to be paying less and less regard to the power of a strong brand.

The brand is not a label or badge it is a concerted programme pulling all the strings that contribute to the personality of the company or product.

The brand may be applied to the product, the company or both. This old paper [1999] discusses some of the pros and cons of the various options.

Download the_brand_franchise.pdf 

Posted by Steve Mullins

For Two P's, Marketing's Weakness

For years we have been educated in the four P's of marketing: Product, Price, Promotion and Place. Yet where are: Planning and Purpose?

We all know that Price is a function of brand strength and capability of delivery; and that the Product is anything that meets a need - a hole can be made in a wall as easily with a six-inch nail as it can with a twist drill.

The four P's that really make marketing work are: Plan, Purpose, Promotion and Place - with Product and Price simply being functions of the delivery.

Click on the link below for the argument.

Download dynamic_marketing.pdf 

Posted by Steve Mullins

Understanding Branding

A brand is perhaps best regarded as the personality of a company - something missed by many executives whose main interests are protecting their own turf and stiffing their colleagues.

There are three main presentations of the brand: the corporate brand, the power brand and a mix of the two. Failing to understand how an organisation and its products is perceived by its market can seriously weaken the offering or provide the wrong message.

This is all discussed in the attached note - enjoy

Download the_brand.pdf 

Posted by Steve Mullins