Marketing mix in the

era of individualism

Shachar Shaine
President of Tuborg Romania
Some Figures

In 1978 201,000 couples got married.

In 2002 129,000 couples got married.

Some Figures

In 1997 the average age of married people was

28 for man and 24 for women;

Only 5 years later:

In 2002 the average age of married people was

30 for man and 26 for women;
Some Figures
In Stockholm 65% of the population is of
individuals not married.
The conventional marketing mix

Promotion
Product
Positioning
Place
Price
The conventional marketing mix

The positioning starts in the consumers mind.

The most important question is:

Who is our consumer?

1. Is he solitary/lonely or is he sharing things ?
2. Is he optimist or pessimist?
3. Does he accept the differences or he looks for homogeneity?
4. Is he a team worker or an individualist?
5. Is he self confident?
6. Does he like to spoil himself?
7. Does he like to work hard or just to go to work?
8. Is he brave?
The switch from Brand Equity to
Customer Equity i.e. our consumer
Dynamic
Image seeker
Middle-high education level
Social
With high self confidence
Cosmopolitan
30 - 35 y.o
Man
Like pop music
Etc.
Which car does he drive?
Audi
Mercedes
Volkswagen
Renault

Which watch does he wear?

Sector
Breitling
Tissot
Seiko
Swatch

Which kind of cloths does he wear?

Hugo Boss
Versace
Valentino Milano
Steilman
The Will Project

Toyota PANASONIC Asahi

 New generation women
20-30 y.o
Looking for genuinely
Fun seekers

Will Vi - car
Will PC - computers
Will Beer - beer

One mega brand WILL

 The 2 Directions
The same consumer
One brand in many
categories

Different consumer One brand in one

category

The one soft drink for

everybody
 Easy group

Easy money Easy car Easy internet caf

Golf Passat Phaeton Touareg
 Recommendations
1. Make brand decision based on customer definition.
2. Build brand around the customer segment not the other
way around.
3. Make your brand as narrow as possible.
4. Plan Brand extension based on customer need, not on
component similarities.
5. Think about your customer as an individual and not as a
collective body.
6. Develop the capability and the mind set to hand off
customers to other brand in the company portfolio.
THANK YOU !