Holistic Marketing

A Whole Business Strategy

 Holistic Marketing:
Diagram-

Socially
Communications Integrated Ethics
Products & Responsible
Marketing Environment
Services
Channels
Marketing Legal
Community

Marketing
Management Internal Relationship Customers
Channels
Other
Departments Marketing Marketing Partners

Holistic
Marketing
 Holistic Marketing:
Internal Marketing-
A Unique Aspect of the
Holistic Concept is The
Burden on Internal
Marketing
This forces everyone to “think customer”

The performance of the company is

marketed, this presents a good corporate
citizenship image

The Consumers, Employees

The Product is Marketed
and Managers Have to
Internally Customers indulge in a cultural and
Believe In What They Say
ethical audit of corporations
 Holistic Marketing:
Case in Point-

Internal Marketing Ensures That Internal Staff

Link With External Customers

™ Employees Uphold Apple Principles and the

Brand and are Purposely Recruited, Trained
And Retained

This Strategy is Carried Across all Aspects of

 Consider Apple - Their
Advertising Strategy is Simple
– A Sleek, Modern Product
that Works Faster and Smarter
the Apple Brand
This Allows Apple to Charge Prices Above
Those of Their Competition and Dominate the
Hardware Market
 Holistic Marketing:
Integrated Marketing-

Stresses the
Importance of Centers Around a
Strong, Focused
Communicates
Through a Clear,
Consistent, Brand Image Consistent Voice

Seamless, Multi-
Dimensional Brand
Maintains a
Experience for the Utilizes Traditional
and Digital Media
Consistent Look
Consumer for Promotion
and Feel Across all
Media
 Holistic Marketing:
Integrated Approach-

Social Media Advertising  A mix of strategies and methods

designed to capture the attention of
the potential customer
The Holistic
Approach To  Retaining a customer costs five
Communication times less than attracting a new one
Direct Marketing Sales Promotion

 Care is given to the costs and

benefits of the customer perceived
Public Relations
value
 Holistic Marketing:
Case in Point-

Brand Repositioning They created an interactive technology filled store they

named “Heineken the City”

Heineken Engagement They made new “green” changes and advertised the
Focused ways they were saving the planet
on Four Main Exposure
Themes: Heineken City was created to physically give customers a
Interaction place to experience the brand

Relationships They developed sponsorship programs with many local

businesses

They stepped up global presence, while consistently

portraying the brand and product image
 Holistic Marketing:
Socially Responsible Marketing-

Ethics: Social Responsibility:

Ethics Focuses Social Responsibility

on the Considers the Total
Marketing Effect of Your
Group Decisions Practices on Society
 Holistic Marketing:
Responsibility-
Socially Responsible Marketing is
Taking Moral Actions That Encourage a Employees
Positive Impact on Stakeholders

Community

Including:
Consumers

Shareholders
 Holistic Marketing:
Case in Point-
Gave Comprehensive
Health Care to all its
Employees, Even Temps

Offers “Bean Stock”

Financial Option, Applied
Fair Trade Export Practices

Offered the World’s First

 Starbucks Introduced America to The Rich Recycled Cup; While
Promoting a Literacy
Sensory Experience of Coffee Program

Thus Retaining its Passion

For Coffee, With a Sense
of Humanity
• Eligible partners are granted Bean
Stock Restricted Stock Units (RSUs), which turn
into shares of Starbucks stock after a specific
period of time has passed.
• Simply put, if you stay employed by Starbucks for
at least one year from the grant date with no
breaks in service, you’ll receive the first 50% of
your Bean Stock grant. If you’re still employed two
years from the grant date, you’ll receive the
remaining 50%. Once you own the shares, you can
hold or sell them.
 Holistic Marketing:
Relationship Marketing-

Practices & Strategies Used by Companies to Manage Helps Grow Business Relationships
Customer Exchanges and Data During the Customer With Customers, Assists in Customer
Lifecycle
Retention and Driving Sales
 Holistic Marketing:
Case in Point-

Social Impact
™

 The company measures its

value by performance based
indicators and two other factors

Environmental
 It has been getting, keeping and
growing customers by
Impact
connecting strong bonds
THANK YOU