UNIVERSIDAD AUTÓNOMA DE NUEVO LEÓN

FACULTAD DE CONTADURÍA PÚBLICA Y ADMINISTRACIÓN

DISEÑO ESTRATÉGICO DE MERCADOTECNA

Prof. Allen Ricardo Torres Garza

Equipo No. 1
Aguirre Villarreal Edgar Alejandro 1818276
Durán González Abigail Lizeth 1950302
Ibarra Robles Aarón Efraín 1856082
Ortiz Banda Melanie Galilea 1907201
Santos Galindo Héctor Alejandro 1915972

Grupo: GV

Monterrey N.L. a 21 de marzo de 2023

TOPIC I
HUMAN - CENTRIC
MARKETING
Strategic Marketing Design
Research Topic
INTRODUCTION
This topic will address a relatively new concept in marketing, Human – Centric Marketing,
which seeks to connect with the people behind that consumer figure.

We will know the main concepts, when, where it started, the importance of this concept in
organizations, examples of this concept, benefits obtained with its application, among
other things.
HUMAN - CENTRIC MARKETING
Human - centric marketing is a new concept that arises when
companies discover the importance of people and focus more
on the human side.

Talking about Human - Centric Marketing is putting people at

the center of the equation. This concept reflects a paradigm
shift that no longer considers audiences as passive receivers.
Instead, it takes them into account as interactive
communicators capable of contributing their own views on the
content they consume.
HUMAN - CENTRIC MARKETING
A human - centric brand focuses on integrating human

characteristics such as empathy, fairness, reciprocity, kindness,

and compassion into its business strategies.

When and where?

Human Centric Marketing is a concept that has been sounding

strong in the sector, and that has gained traction after the 2020

pandemic caused an impact on both consumer behavior and

marketing strategies.
 CURRENT APPLICATION
Brands try to export an image that transmits human values
and ethical commitments. It is not now just a company
oriented to profitability and profit and its products and
services. Although these cannot (and should not) be lost
sight of, when it comes to a sales strategy, much of the
energy is focused on social and ethical commitments.
 HOW, WHEN AND WHERE DOES IT APPLY?
How?
We must have a close relationship with the client to have empathy when knowing what they expect from the
brand and thus apply a marketing strategy close to what they want.

When?
Basically it must be applied when the marketing strategies that were normally followed are no longer
yielding the expected profits, it must be applied if what we want, in addition to improving economic
performance, greater customer satisfaction, which would translate into loyalty and therefore Therefore, we
will grow as a company.

Where?
Human centric marketing can be applied to all marketing processes and stages, such as research, innovation,
strategy, customer relations, innovation, product design, communication, sales, etc. This versatility makes
multiple strategies and actions possible, but we must not lose sight of the need or problem that we want to
cover with our opportunity.
 HOW APPLIES IT ?

It was popularized by marketing agencies. Generally, it usually involves participatory observation and
immersion in the context of consumer communities to reveal the latent needs of the consumer. In the
research process, this method usually requires different professionals such as: psychologists, anthropologists,
product designers, engineers and marketing graduates.
 MAIN CONCEPTS
This type of platform provides feedback solutions to know the opinion of customers proactively. Through
surveys, qualitative and quantitative information about their satisfaction is obtained and this even allows the
development of new products and inspires marketing campaigns.

Thus, companies are able to boost their growth and turn a contact base into a relevant relationship with
satisfied customers who, in turn, can become brand promoters.
In line with this idea, some of the main concepts are: HAL - Loyal customers

Bet on a customer service team with good technology training.

Automate communication.

Respond in a clear, immediate and personalized way (no robotic recordings!).

Offer several communication channels and achieve the same quality of assistance in all of them.

Research and analyze data to provide better answers.

 EXAMPLE
An example of human-centric marketing was the actions of the company
Chipotle, an American fast food restaurant, which used all its resources to
know the needs of its customers during the pandemic, in order to listen to
them to know how to support them.
They found that teenagers were feeling sad about the cancellation of dances
and graduations, in response the company held parties online. For those who
spent the lockdown alone, they held lunch clubs where they could connect
with more people and even some celebrities. They also held concerts to offer
free entertainment. At the same time, the brand maintained its rewards
program. With the mixture of these actions, the company managed to triple its
digital sales during 2020.
EXAMPLE OF AN ACT OF
SOLIDARITY: BURGER KING

As we know, several food chains

and premises were affected during
the pandemic, forcing them to
close and leave many people
unemployed. Faced with this crisis,
on November 2, 2020, a great in
the world of hamburgers
summoned its consumers in a very
peculiar ad to help different
colleagues of the restaurant turn:
IMPORTANCE OF HUMAN-CENTRIC
MARKETING IN COMPANIES
The importance of human-centric marketing in companies lies in the
fact that this approach focuses on people, which means that it takes
into account not only their needs and desires, but also their emotions,
values and aspirations.
By understanding and meeting these needs, businesses can build
stronger, longer-lasting relationships with their customers.In addition,
human-centric marketing also helps companies differentiate
themselves from their competitors by creating unique and
personalized experiences for their customers.
By offering products and services that fit the individual needs and
desires of customers, businesses can increase customer loyalty and
satisfaction, which can translate into higher revenues and profits in
the long run.
 BENEFITS OF HUMAN
CENTRIC MARKETING
1- Improve the brand image
Human-centric marketing focuses on customer
experience in all phases of the buying process. This
makes the perception of the brand improve and
consequently, brings positive characteristics to your
branding.
The more transparent, human and empathetic you show
yourself in the user experience, in customer service and
in online channels such as social networks, the greater
the success of your brand.
.
 INCREASE CUSTOMER

SATISFACTION FIGURES
The Human-Centric approach in marketing is key to
customer loyalty, because they feel heard and valued
by the company.

Whether via email, blog or social networks, if the

messages are attentive, personalized and focused on
solving the doubts or needs of consumers they will be
very well received.

Even knowing customer insights can be used to create

products and services specially designed to respond to
their needs, which logically will also contribute to
improving their satisfaction rates.
 HELPS IDENTIFY

POSSIBLE NEW AREAS

OF OPPORTUNITY

In the Human-Centric approach, by discovering the needs

of your potential customers, as well as knowing what

they want your brand to do so that they get a better

service, you can detect new business opportunities.

 PROMOTES BETTER
ECONOMIC
PERFORMANCE
It's simple: a company that knows its customers very

well, attracts more customers, which translates into more

and better sales.

On the other hand, if the company's employees feel

heard and valued, they are more involved in what they

do and therefore productivity increases and economic

results come as a result

 CONCLUSION
Human-centric marketing is a new
concept that arises when companies
discover the importance of people and
focus more on the human side which
integrates human characteristics such
as empathy, kindness, justice, among
other marketing strategies and
achieves customer satisfaction,
profitably, Creating value-filled
relationships with important customers.
 BIBLIOGRAPHY
Montes, K. (2022, 24 marzo). Human-centric marketing: Un concepto que humaniza al cliente. WOM Group.
https://www.womgp.com/blog/human-centric-marketing-un-concepto-que-humaniza-al-cliente/
Guerra, G. (2022, 7 octubre). Human Centric Marketing: conoce el nuevo enfoque del marketing. La Caja
Company - Agencia de Marketing y Comunicación. https://lacaja.company/blog/human-centric-marketing/
THANK YOU!