genius marketing 2/4 : think different

Genius Marketing

Peter Fisk

The 21st Century Toolkit

genius works

Dubai, May 2011

World changing

Game changing

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Seeing things differently

Thinking different things

The 21st Century

Toolkit

Bold, brave

and brilliant

Seeing things differently

Thinking different things genius

works

genius works

GYAKuSOU JAPAN

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GYAKuSOU JAPAN

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GYAKuSOU JAPAN

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NIKE GYAKuSOU

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RIGHT BRAIN

LEFT BRAIN

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STEVE JOBS

STEVE WOZNIAK

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$1bn in 4 Years

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STEVE JOBS

JONNY IVE

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HUMAN TECH

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Ipod in 2001

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Itunes in 2003

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Iphone in 2007

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Ipad in 2010

LEFT BRAIN + RIGHT BRAIN

theGeniusWorks.com

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THINKING DIFFERENT

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SAMSUNG’S INSPIRATION

… TAE KUK

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$55BN SALES

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$10BN PROFITS

Coca Cola

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THINKING DIFFERENT

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125 years old

Market strategy

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Secure competitive advantage

in chosen markets

Create an approach to do this profitably

and in a sustainable way.

Focus resources on the most

attractive markets.

Market Strategy

Where should we compete?

How should we different?

What should we do

to win?

Bulk water

Retail water

Juice drinks Ready-to-drink

tea

Sports drinks

Juices and nectars

Carbonated

Soft-drinks

Ready-to-drink

coffee

The Coca-Cola Company

Other brands

Bubble size reflects estimated

global beverage profits

Industry unit margins ($)

5 y

ea

r a

ve

rag

e g

row

th r

ate

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COKE’S MARKET MAP

Juices and

nectars

Mineral

water

RTD

coffee

Purified

water

Fruit

drinks

RTD

tea

Sports

drinks

Energy

drinks

Bulk water Powders

1. Build capability

and accelerate

2. Grow margins

3. Participate selectively

4. Approach differently

5. De-emphasise

Market attractiveness

Str

ate

gic

fit

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COKE’S MARKET MAP

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Too big

Too AMERICAN

Too BAD

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THE NEW DNA

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THINKING DIFFERENT

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More RELEVANT

MORE EMOTIONAL

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THINKING DIFFERENT

Example 6: developing Coke’s platform for good

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THINKING DIFFERENT

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genius works

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Future back

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Now forward

genius works

genius works

Future back

Future back

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Now forward

genius works

Future back + NOW FORWARD

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Future back

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genius works

FUTURE BACK

FUTURE RADAR

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THINKING DIFFERENT

CHANGING MARKETING

OUTSIDE IN + INSIDE OUT

theGeniusWorks.com

genius works

genius works

Creative Genius … the essential innovation

guide for market visionaries, border crossers

and game changers … by Peter Fisk

New ideas, downloads, blog and videos

www.theGeniusWorks.com

Email peterfisk@peterfisk.com

Twitter @geniusworks

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inno.lab… the accelerated innovation

process, to stretch your thinking, focus

your action, and inspire your people