The increase capabilities of technology to intervene the
lifestyle of humans creates an advantage for marketers to collaborate
information distribution from the organization’s product information for
example towards the overall stakeholders of the company. The 15th
edition of Kotler’s book Marketing Management updated many cases for case study
analysis for learners to interact in the real business world. In the first chapter of the book discussed
the importance of technology communication used in the real business world and
the addiction of humans in using smartphones and the internet. According to Kotler “There is one cell phone
for every two people on the planet- and 10 times more cell phones are produced
globally each day” (p.39, Kotler, 2016).
Thus, marketers and many high technology oriented business organizations
are taking the advantage in spending more of their capital in high technology
oriented business communication gadget platforms for marketing to in the new
world of high speed market. Furthermore, companies are also taking advantage in
intranet technology collaborating with the extranet technology using the highly
advance programming of the most leading ERP providers of the world such as the
Sun Micro System and Cisco. These two
companies geniusly provided many huge conglomerates around the world to provide
the exact customize system computer intranet and extranet platform to
accommodate the unique supply chain system of the various business products
around the world. Thus, google in my opinion is trying to base more of their
regional offices around the world basing from the geopolitical setup of the
countries around the world.
In Asian
countries for example, google is almost in every country in the ASEAN countries
to segment the diverse culture of ASEAN. Singapore, Thailand, Philippines,
Hongkong, and many more countries are exclusively operated by google to create
a more robust segment of market behavior. Richer market information comes from
the many exclusive segments created and offered with google. The advantage with google is, they gather and
provide the actual market behavior analysis while the private ERP service
providers can only give information according to the scope of the business
organizations supply chain management organization. Thus, google is taking advantage of the
information gathered in their social media platform like google plus, youtube,
and many other products. On the contrary, companies are also taking advantage
of the free social media platforms that are offered in our world today such as
facebook, twitter, linkedin and many more.
Such that, private companies are also analyzing what social media
company they invest in their time and money to gather and rally more online
followers. For example, Linkedin social
media company is focusing more on HR connectivity while Academia and Research
Gate are social network for researchers. Thus, it is vital for every business
organization and also to a person’s private social media connectivity online to
evaluate what segment they belong.
Getting into 3.0 and 4.0 is not a fad or a must to do in order to be “in
style” like what is everyone is doing.
In the organizations point of view especially the small business
operators upgrading the platform of the whole marketing business operation for
example, from 3.0 to 4.0 requires a lot of cost. One, the change of computer infrastructure
both hardware and software platforms in computer and less to forget the intranet
and the extranet system upgrades, all of these needs monetary assistance. HR as
well needs orientation were by the knowledge and skill gap between the new
workers are complete beyond the skills of the old workers.
As an organization you need to fill that gap
to create an equilibrium point of market operation success. As a result, many SME companies today are in
a dilemma of filling the gap in terms of the skill capacity of the new and old
workers. Relatively, Kotler, Kartaya,
and Setiawan collaboratively believes in their series of books that modern
market today is more dramatic in their emotional and unique beliefs that
creates a more creative society. The authors above believes that in the near
future market will be more of a horizontal form that in a way market will be in
a C2C market setup. Thus, the organization or companies’ customer is the
ultimate marketer of the company’s products.
These scenario is actually existing at present in the real market. Many group of customers refer their purchases
through group of bloggers online that organization on the other hand is also
collaborating with the bloggers in a unique stealthy manner. The power of social media is scaring the
organizations that are not ready but on the contrary it is also challenging
many of the high-tech and highly funded businesses around the world. The current and most common existing problems
in terms of social media marketing is the real time and more customer active
participation in marketing online.
Comments are a surprise to the organization either positive or negative,
fake news or not everything is in the internet.
THE FUTURE OF CONVENIENT STORE:
What is the future of convenient stores? Many marketing
analyst are wondering what are the next leap of the famous offering of 7-eleven
for example. 7-eleven change hugely in
the setup of marketing from macro buying of customers to a more micro type of
buying that is more convenient for yuppies and residents in high rising
condominiums and business offices in the urban area. Other platform of selling
that is so famous in Japan today is the vending machines. I think…. In the near
future the HR in the convenient stores will be replaced by AI robots in a form
of a vending machine service. Of course,
you can order and pay your bills like the Mc Donald’s drive thru. To start
with, in the textbook of Kotler marketing management (page 42) discussed about the
Coca Cola company is starting to orient their customer to communicate more of
their machines rather to their sales representatives the “Hug me” marketing
program of coca cola which allow the customer to hug the machine before the
product will come out from the machine (page 41). In the mini case of coca cola
in chapter 1 of kotler’s text, the company would like to communicate strongly
in the digital age with a non-tangible value of happiness and optimism. The “Hug Me” program of Coca Cola was launch in
Singapore market just within a week the video generated about 112 million
impressions. The amazing part of
internet virality is the concept that once your information and videos are
already in the cloud it will stay there forever and if shared by various social
media accounts it will multiply like virus. Thus, it is called “viral” in the
cloud.
The case that was written by Joe
Tripodi “Coca-Cola Marketing Shifts from Impressions to Expressions” Harvard
Business Review, (HBR Blog Network April 27, 2011). Another case author that
will add to the case reference of Coca Cola case is the case work of Tim Nudd, “Coca
Cola Joins the Revolution in World Where the Mob Rules” Adweek June 19, 2012;
Surajeet Das Gupta and Vivea Susan Pinto, “Q&A Joseph Tripodi” Business
Standard, November 3, 2011; Coca-Cola Sets Facebook Record, “www.warc.com,
September 6, 2012.
Indeed, Kotler’s holistic marketing concepts is widely used
in the modern marketing theories, planning, and strategy. The concept involves Internal Marketing,
Integrated marketing, Performance Marketing, and Relationship Marketing. In my next blog article related to this text
I’m going to discuss more of the CRM and the PRM related to the holistic
marketing of Kotler. In which I will discuss another company that runs the
cloud infrastructure and other ERP platforms. IBM is another interesting
company that most Harvard case writer and analyst are creating more case write-up
for academic discussion and examples. Lastly, we can sum up that the case of
Coca Cola that Kotler strongly emphasize in his text in chapter 1 connotes that
rapid change in vending machine marketing setup is changing how convenient
marketing is going to happen in the near future. Maybe, we have our “electric
dreams” either private or public business and governance it needs careful
planning and research analysis and strategy like what the famous conglomerate
Coca-Cola is doing in the various market segments around the world.
Philip Kotler & Kevin Lane Keller, 2016, Marketing Management 15th Edition, Pearson
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