DAEMON QUEST - Philip Kotler

Marketing and Brand interest

Fri, 20 Oct 2006 14:02:15 +0200

Establishing a brand on the market is the true art of marketing. It’s not the product being consumed, but rather the image one has of it. Building a brand is not simply giving a product a name, but also creating an experience. This means keeping in mind the contact people have with the brand. A brand is a name, but when the brand is powerful, it makes a person think of much more.
The public establishes its preferences with the brand in mind. The brand is the business. We have a great brand awareness that can be built through sponsorships. Making a brand strong requires more than advertising. Brands represent more than the product: they represent a configuration of services, values, and promises made by the seller.
If consumers bought products without caring about services, and all products and benefits were the same, markets would be based exclusively on price. In that case, all companies would have to accept the price the market sets, and only the company with the lowest price would win.

Clear accounts

Fri, 20 Oct 2006 12:58:18 +0200

Under increasing pressure to obtain results, professionals in Marketing departments must assign increasingly tight budgets in the most efficient way possible, focusing on return on investment, revitalizing traditional practices, and simultaneously developing new abilities.
It’s time to accept the fact that company leadership mistrusts Marketing. The mission of this business area has traditionally been seen as a tactical support to sales, but never as a strategic focus. In times of crisis, the Marketing department is usually among the first to feel the effects of budget cuts – also, its contribution to business growth is not recognized as it should be –, and there are very few Marketing positions with a place on the Board of Directors.
It seems very easy to this department’s directors to argue for a budget of 1 million euros, and they usually face problems when they must show the results of their strategies, both in terms of sales increase and profitability. Meanwhile company directors, under pressure from stockholders and increasingly cutthroat competition, demand them to be financially accountable. How can we make Marketing show quantifiable results? How can we get Marketing departments to be considered with the same confidence, respect, and strategic focus as the rest of the company’s areas?
Therefore, it is time for Marketing people to keep very much in mind the company’s finances, and to make serious and tangible efforts to increase its productivity. If it pays due attention to return on investment, it will be able to make more efficient use of the budget. And if it achieves this goal, Marketing will go from an intuitive art to a precise science.

Marketing is dead.

Tue, 18 Apr 2006 19:32:37 +0200

Consumers are facing drastic changes in their behavior, markets are facing drastic changes in their functioning, companies are facing drastic changes in their environment…What about Marketing? Is marketing changing at the pace that the current situation demands? The answer is “no”. Marketing must once and for all make a huge effort if it wants to meet the challenge of modernization, or perpetuate its conventional guidelines at the risk of failing and cornering themselves in. The challenges of New Marketing can be summarized in eight steps:

Transforming Marketing into a more financial and accounting discipline. Marketing must put an end to being seen as public enemy number one by financial departments and in the most easily “cut” area. In order for that to happen, Marketing chiefs must put on their “CFO hat” and administrate rigorously, as well as defend the value of the client base as the most critical business ingredient of the company, managing its “Customer Equity” intelligently.
Optimizing the relationships between Marketing and Sales. The relationships between Marketing and Sales don’t have to be a drive toward prominence and a struggle to gain in competition and budget, but rather an authentic sum of synergetic forces.
Betting on “High-Tech Marketing”. It is time for science to impregnate Marketing to give it all the necessary rigor and reliability in order to stop being merely an intuitive field. Customer Intelligence, Marketing Intelligence,

Daemon Quest collaborates with Phillip Kotler

Mon, 17 Oct 2005 16:25:19 +0200

The second edition of the Worldwide Marketing and Sales Forum, which took place in Madrid last October 18th and 19th, closed its doors after receiving a resoundingly successful attendance. The sector’s main event in Spain brought together more than 700 professionals who were able to see some of the most distinguished names in this field, in particular Professor Phillip Kotler, who came to the event via Daemon Quest.

At the full session, Kotler gave a presentation focused on the changes that New Marketing demands as opposed to traditional guidelines. Afterwards, at the private workshop organized by Daemon Quest, he talked in-depth about an issue of great interest: the relationship between Marketing and Sales departments, and the need to establish better links between them in order to focus effectively and profitably on the client.