Chemiemarketing

Teil 1:

Grundzüge des Marketings in

Anwendung auf die chemische Industrie

und deren Produkte

Source: http://cafecasey.files.wordpress.com/2013/01/screen-shot-2013-01-06-at-5-53-06-am.png

Himalaya Salt – 1000% Profit Margin

That‘s what Marketing was Invented for!

Basic Elements in Marketing

I. Attracting Attention

Design by Gary Harvey

The Philosopher's Stone: Marketing - Making Gold with Plastic Waste

A ttention

I nterest

D esire

A ction

A dress for dinner? – A hundred old forks

Iwan Petrowich Pavlow

After Desire follows Action

technic

al ris

k

economical risk

market riskindividual risk

decision motives

Buying

Center

decis

ion

makin

g

B-2-B Marketing

Exh8

Basic Elements in Marketing

II. The Four Magic Ps

Product

PricePlace

Promotion

Exh5. Yellow Phosphorous – The Chemical „4-P-Model“

The 4 Ps: Product

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

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

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

Image & Illusions

Market Yelling

Service

Price

Physical Product

Societal Benefit

Cultural &

Ethical Values

Economic Benefits

Problem Solving

Trend in Product Dimensions

old new

The 4 Ps:Price

Image; Quality

Pri

ce Diamond

Gla

ssC

arb

on

Coal

Carb

on

Bla

ck

Graphite

Exh4: Correlation between Price and Money

Different Modifications of Carbon

Original and Fake – Is the Difference in Price Justified?

The 4 Ps:Place

Brand Image – Always a Motive for Plagiarism

Time

Follow-up AdvertisingM

em

ory

low

high

five budget units,

each same amount

- a question of efficiency -

The 4 Ps:Promotion

Expanding the 4 Ps to 6 Ps

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)

The fifth „P“ (Progress)

Source: whereifixedit.com

Henry Ford‘s Model T Modern CIM

Automotive Assembly

Progress

Source: vdi Zeitung 11.03.2011

The sixth „P“ (Politics) - Introduction of E10 Bio-Fuel

Prolonging the Lifecycle

Indigo Plant

Indigo Synthesis

colourless leukobase

Stone Washed Indigo Jeans

Harvesting Natural Rubber

Natural Rubber - Polyisoprene

Extraordinary Properties of Natural Rubber

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

Segmentation and Differentiation

Market Segmentation

Target Groups

Segment

Demand

Segment

Product

Different Ways of Segmentation

Differentiation Possibilities of Sugar

Differentiation

Be different – or die!

Commodities

– the Superbore of Marketing?

NaCl

Packaging

Price

PurityCrystalline Shape

Delivery

Terms

Lot

Size

Differentiation Possibilities for CommoditiesExh16

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

„Monte Kali“ oder „Kalimandscharo“

Differentiation

Source: http://lh6.ggpht.com/_J1i6Yu9lUIo/TUAvIY5Qn9I/AAAAAAAABo0/8miOy2CI5Vg/business-

differentiation%5B5%5D.jpg?imgmax=800

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

Ad for intestinal pre-check

Source: T-Online Internet News 27.02.09

Conversion Marketing – Health Care

Hey, again economized

the preventive check-up?

Stimulation Marketing: Preventive Medical Check-up

Developing Marketing

Conservation Marketing

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.

Revitalizing Marketing

Source: http://www.horizont.net/kreation/pages/pics/original/print234215.jpg

Source: http://www.schwarzerkater.at/images/content/fotos/69-fo-1312976119.jpg

Synchro - Marketing

Dampening Marketing: Fighting Against Junk Food for Children

Source: http://cafecasey.files.wordpress.com/2013/01/screen-shot-2013-01-06-at-5-53-06-am.png

Dampening Marketing

Dampening Marketing Prof. Dimitri

Contra-Marketing

Source. http://renjasblog.files.wordpress.com/2011/09/img06.jpg

Biofuel from Corn

Exh18

Swiss Campaign against biofuel

made from food

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