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Chemiemarketing
Teil 1:
Grundzüge des Marketings in
Anwendung auf die chemische Industrie
und deren Produkte
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Source: http://cafecasey.files.wordpress.com/2013/01/screen-shot-2013-01-06-at-5-53-06-am.png
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Himalaya Salt – 1000% Profit Margin
That‘s what Marketing was Invented for!
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Basic Elements in Marketing
I. Attracting Attention
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Design by Gary Harvey
The Philosopher's Stone: Marketing - Making Gold with Plastic Waste
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A ttention
I nterest
D esire
A ction
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A dress for dinner? – A hundred old forks
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Iwan Petrowich Pavlow
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After Desire follows Action
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technic
al ris
k
economical risk
market riskindividual risk
decision motives
Buying
Center
decis
ion
makin
g
B-2-B Marketing
Exh8
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Basic Elements in Marketing
II. The Four Magic Ps
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Product
PricePlace
Promotion
Exh5. Yellow Phosphorous – The Chemical „4-P-Model“
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The 4 Ps: Product
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Physical
Product
Physical
Product
Quality
Image
Past Today
Added Value:
Service; Know-
how
Logistics of
availability
Image ga
ins
imp
orta
nc
e
Legal rights
Quality
Exh1: Components of a Product
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Product
core form packaging
rights imageservice
patents warranties
safety logistics
infos
quality
brand
Analysis Procedure for Chemical Products
solid/liquid parts volatile parts
use
intensively
reject
extract with
plenty of
money
add
much
goodwill
fix
condensate
as logo
crack
recycling
RJZH301108
Exh2
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ServiceMaintenance
Training
Explanation
RightsIntellectual
Property Rights
Warranties
Image
Physical
Product
Quality
Reputation
A Product‘s „Marketing Chromatogram“T
an
gib
le
Pa
rt
Inta
ng
ible
Pa
rtdesign
application form
Exh3
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Image & Illusions
Market Yelling
Service
Price
Physical Product
Societal Benefit
Cultural &
Ethical Values
Economic Benefits
Problem Solving
Trend in Product Dimensions
old new
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The 4 Ps:Price
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Image; Quality
Pri
ce Diamond
Gla
ssC
arb
on
Coal
Carb
on
Bla
ck
Graphite
Exh4: Correlation between Price and Money
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Different Modifications of Carbon
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Original and Fake – Is the Difference in Price Justified?
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The 4 Ps:Place
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Brand Image – Always a Motive for Plagiarism
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Time
Follow-up AdvertisingM
em
ory
low
high
five budget units,
each same amount
- a question of efficiency -
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The 4 Ps:Promotion
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Expanding the 4 Ps to 6 Ps
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Source: http://di1-3.shoppingshadow.com/images/pi/c6/46/27/108588769-260x260-0-
0_procter+gamble+2x+32+stk+pampers+progress+new+baby.jpg
The fifth „P“ (Progress)
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The fifth „P“ (Progress)
Source: whereifixedit.com
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Henry Ford‘s Model T Modern CIM
Automotive Assembly
Progress
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Source: vdi Zeitung 11.03.2011
The sixth „P“ (Politics) - Introduction of E10 Bio-Fuel
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Prolonging the Lifecycle
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Indigo Plant
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Indigo Synthesis
colourless leukobase
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Stone Washed Indigo Jeans
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Harvesting Natural Rubber
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Natural Rubber - Polyisoprene
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Extraordinary Properties of Natural Rubber
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When do we have the best occasions?
What objects are our targets?
Where are the product outlets?
Who are the market occupants?
Why do we choose these objectives?
Which form of organization seems to be the best?
When
Who
WhatWhich
Why Where
Organizations Occasions
Obje
ctiv
es
Ob
ject
s
Occupants Outlets
Product
Price
Place
Promotion
Progress
Politics
Exh7
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Segmentation and Differentiation
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Market Segmentation
Target Groups
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Segment
Demand
Segment
Product
Different Ways of Segmentation
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Differentiation Possibilities of Sugar
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Differentiation
Be different – or die!
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Commodities
– the Superbore of Marketing?
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NaCl
Packaging
Price
PurityCrystalline Shape
Delivery
Terms
Lot
Size
Differentiation Possibilities for CommoditiesExh16
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A
B
Quantity
Pri
ce Sales Price of A
Production Cost of A
Sales Price of B
Begin of Losses for A
Commodity Markets
B sells below own-cost of A
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„Monte Kali“ oder „Kalimandscharo“
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Differentiation
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Source: http://lh6.ggpht.com/_J1i6Yu9lUIo/TUAvIY5Qn9I/AAAAAAAABo0/8miOy2CI5Vg/business-
differentiation%5B5%5D.jpg?imgmax=800
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Negative Demand - Conversion Marketing
Missing Demand - Stimulation Marketing
Latent Demand - Developing Marketing
Falling Demand - Revitalizing Marketing
Fluctuating Demand – Synchro-Marketing
Balanced Demand - Conservation Marketing
Excess Demand - Dampening Marketing
Unwholesome Demand - Contra Marketing
The „Litmus“ of Marketing
Exh15
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Ad for intestinal pre-check
Source: T-Online Internet News 27.02.09
Conversion Marketing – Health Care
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Hey, again economized
the preventive check-up?
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Stimulation Marketing: Preventive Medical Check-up
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Developing Marketing
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Conservation Marketing
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Der "Persilschein"
Hier sind einige Dokumente aus der Nachkriegszeit abgebildet. Diese Dokumente bestimmten das Leben der Menschen in Berlin.
Der Persilschein für die Entnazifizierung war nötig um eine Wohnung oder auch eine Arbeit zu bekommen. Hiermit wurde den Menschen bescheinigt, keine Kriegsverbrechen begangen zu haben.
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Revitalizing Marketing
Source: http://www.horizont.net/kreation/pages/pics/original/print234215.jpg
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Source: http://www.schwarzerkater.at/images/content/fotos/69-fo-1312976119.jpg
Synchro - Marketing
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Dampening Marketing: Fighting Against Junk Food for Children
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Source: http://cafecasey.files.wordpress.com/2013/01/screen-shot-2013-01-06-at-5-53-06-am.png
Dampening Marketing
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Dampening Marketing Prof. Dimitri
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Contra-Marketing
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Source. http://renjasblog.files.wordpress.com/2011/09/img06.jpg
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Biofuel from Corn
Exh18
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Swiss Campaign against biofuel
made from food
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Attention
Interest
Desire
Action
Organi
zation
Objectives
Objects
Occupants
Occasions
Outlets
Product
Price
Place
Promotion
Progress
Policy
Research
Evaluation
Segmen
tation
Target
Compo
nents
Competi
tors
Customers
Channels
Strategy
Staff
Skills
Style
Laws
Ecology
Society
Stake
holders
Brand
Image
Rights
Delight
The „Periodic System“ of Marketing Elements
- Mayer and Mendeljew may excuse -
© Rolf Jakobi, Zürich, 01.12.08
rj
Exh19