Marketing & Innovation
Marcos LIMA, PhD
Skema Business School
Session 02:
How are these concepts
related?
Knowledge Management,
Innovation and New Products
Targeted Segments Innovation Knowledge Management N e w P ro d u ct s & S e rv ic e s Technology Market Results Do we have an
Business Models are ‘Iterative’!
Structure
of ‘The BM
Generatio
n’
Business Models Are not New!
Examples of Innovative BM
Diners Club, 1950
What is a Business Model
Your
Definition?
Alex
Osterwalder’
s Definition
A business
Strategic Marketing
and Value Creation
Physical Process: What is
wrong here?
Strategic Marketing
Physical Process x Value
Creation Process
Providing the Value
Choosing the Value
Marketing Planning Process
Market / Product Positioning Segmentati on /Targeting Competitiv e Advantage Product Promotion Price Place/ Distributio n Marketing Mix Customer Needs Marketing Environement Marketing Positioning Technologic al Forces Social Forces Competitiv e Forces Legal/Politi cal Forces Cultural Forces Economic Forces
Communicating the Value
Strategic Marketing
Choosing the Value
Differen-tiation attribute B Differen-tiation attribute A
Positioning
Identity
:
The way a
company
aims to
identify or
position
itself
Image
: The way the public
perceives the company or its
products
Brand
Positioning
Positioning:
The Mountain Dew Case
What do you think is this brand’s
Positioning
Positioning
Statement draft
for Mountain Dew:
To young, active
soft-drink consumers who have little time for
sleep, Mountain Dew is the soft drink that gives you more
energy than any other brand because it has the highest level of caffeine.
Positioning Map
The BM CANVAS
9 Blocks of BMC
WHO do
you help?
WHO do
you
deliver
value to?
Choose to
serve
segments whose
9 Blocks of BMC
How do
you help?
What
value are
customer
s getting?
Seek to
solve
customer problems and satisfy (unmet)
9 Blocks of BMC
How do
they know
you?
How do
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Channel
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How do
you
interact
with
customers
?
Can you earn
their
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What to
you get
from the
relationshi
ps you
build?
Revenue
9 Blocks of BMC
Main Revenue
Types
Asset sale Usage fee
Subscription fee
Lending/ Renting /
Leasing
Licensing
Brokerage fees
(credit card model)
9 Blocks of BMC
What you
are
Your
organization
What you
have
Your
9 Blocks of BMC
What you
do
Critical
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Examples
of Key
Activities:
Production Problem
solving
Platform /
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Who helps
you
Outsourced
activities?
Outside
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Types of
Partnerships:
1. Strategic
alliances between non-competitors
2. Coopetition:
strategic
partnerships between
competitors
3. Joint ventures to
develop new businesses
4. Buyer-supplier
9 Blocks of BMC
What you
give
Financially
or
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Cost structures
Fixed
Variable
Competencies
‘Long Tail’ Business Models
Lego Factory:
Multi-Sided Platforms
Multi-Sided Platforms
Multi-sided Platforms:
Multi-Sided Platforms
Multi-Sided Platforms
Apple’s Evolution into a
‘Free’ or ‘Freemium’ Models
‘Free’ or ‘Freemium’ Models
‘Free’ or ‘Freemium’ Models
‘Free’ or ‘Freemium’ Models
Good Luck!
