" Marketing is not about talking and promising. It is about listening and delivering."

In the first of three workshops Niels has given us an outstanding lecture on Marketing with unforgettable examples:

        -   Nobody buys a drill. People buy a whole maker.

-   A new formula of Coca Cola was well accepted by customers in Marketing studies but failed to be a commercial success due to the emotional link to Classic Coca Cola

-    “ Dirt is good” campaign that makes the sales of a washing powder increase 

-    Nuts: Healthy

-    Ipod: what do you buy? possibility of having quick selection of one of the thousands of music I like  everywhere, always.

-    McDonalds: buying “unhealthy products” vs buying a pleasure to be there. The Big Mac is the same since 40 years!.

How to come to know what customers want even if they cannot express it? How to distinguish observation from insight? This is the work of marketing today: Chasing customer insight and translate it in winning products.

Niels   has explained to us the change of Philips way of Marketing: from inside-outide thiniking (innovating, producing and then marketing a product ) to Outside Inside approcah: finding insights , defining a Value Proposition accordingly and developing/tuning a product to customer (emotional) needs.

The future of lighting using LEDs and possibilities of changing the atmosphere or adapting lighting to emotions is part of the new marketing strategy.

Next workshop will be on Branding. 

Remark: TU-e has a brand: Where Innovation starts.

W1:  Monday 18 February 2008 (After Bloc C),
W2:  Monday 17 March 2008 (After Bloc D),
W3:  Tuesday 19 May 2008 (After Bloc E)