Transcript market-driven approach

In service of His Divine Grace
A.C. Bhaktivedanta Swami Prabhupada
Founder Acharya of the International Society for Krishna Consciousness
A Marketing Presentation by GBD
His Divine Grace
A.C. Bhaktivedanta Swami Prabhupada
Founder Acharya of the International Society for Krishna Consciousness
“Personal realization does not mean that
one should, out of vanity, attempt to show
one’s own learning by trying to surpass the
previous ācārya. He must have full confidence
in the previous ācārya, and at the same time he
must realize the subject matter so nicely that
he can present the matter for the particular
circumstances in a suitable manner.
The original purpose of the text must be
maintained. No obscure meaning should
be screwed out of it, yet it should be
presented in an Interesting manner for
the understanding of the audience.
This is called realization.”
Srimad Bhagavatam Purport, 1.4.1
Developing a Marketing Mindset
Developing a Marketing
Mindset
What is “Marketing”?
M a r k e t i n g i s t h e a c t i v i t y, s e t o f i n s t i t u t i o n s ,
and processes for creating, communicating,
D e l i v e r i n g , a n d e x c h a n g i n g o ff e r i n g s t h a t h a v e
value for customers clients, partners,
and society at large.
(American Marketing Association)
Developing a Marketing
Mindset
What is “Marketing”?
ISKCON Marketing is all the activities,
set of institutions and processes for
creating, communicating, delivering
a n d e x c h a n g i n g o ff e r i n g s t h a t b r i n g
people closer to Krishna.
Developing a Marketing
Mindset
What is “Marketing”?
Or in short,
ISKCON Marketing: Bringing people closer to Krishna
Developing a Marketing
Mindset
From the Seven Purposes of the original
ISKCON corporation:
“ To s y s t e m a t i c a l l y p r o p a g a t e s p i r i t u a l k n o wl e d g e t o
society at large and to educate all peoples in the
t e c h n i q u e s o f s p i r i t u a l l i f e … ” & “ To p r o p a g a t e a
consciousness of Krishna as it is revealed in the
B h a g a wa t G i t a a n d S r i m a d B h a g a wa t a m . ”
Definition of propagate: Spread and promote
( a n i d e a , t h e o r y, e t c . ) wi d e l y.
Developing a Marketing
Mindset
What is the ultimate goal of Marketing?
Marketing should be all about attracting and
r e t a i n i n g p r o f i t a b l e c u s t o m e r s t o yo u r b u s i n e s s .
(McGraw Marketing)
Developing a Marketing
Mindset
What is the ultimate goal of Marketing?
ISKCON Marketing is all about attracting and
retaining people to Krishna Consciousness.
Developing a Marketing
Mindset
Market-driven or Product-driven?
A m a r k e t - d r i v e n a p p r o a c h s t a r t s b y f i n d i n g o u t wh a t
p e o p l e a r e l o o k i n g f o r, wh a t t yp e o f p e o p l e t h e y a r e ,
a n d wh a t we c a n d o t o s e r v e t h e m ( o u t s i d e - i n ) .
A product-driven approach takes an existing product
and searches for people to accept it ( inside-out).
The market-driven approach is generally
more successful.
Developing a Marketing
Mindset
The Eight
“C’s”
Core Competencies
Customers
Competition
Collaboration
Creativity
Content
Communication
And ultimately Connection
Developing a Marketing
Mindset
The Word of Mouth Pyramid
Positive Reputation & Image
Negative Reputation & Image
Developing a Marketing
Mindset
Marketing Management,
not Marketing “ Manglement”
(or almost as bad, auto pilot)
Developing a Marketing
Mindset
Creating a Learning
Universe
Developing a Marketing
Mindset
Last point on Marketing Mindset
An d e s p e cia l l y i m p o r ta nt fo r w h e r e w e a r e
in o u r m a r k eti ng d e ve l o p me nt:
•
S t a y o r g a n i z e d , c l e a r, a n d h a v e a d i r e c t i o n
•
Strategic Marketing Plan
•
Executing & Leading
•
PDSA – Plan – Do – Study - Act
Developing a Marketing
Mindset
HARE KRISHNA!
T h a n k yo u v e r y m u c h .
All glories to Srila Prabhupada!