This work offers a summary of the book "THE END OF MARKETING AS WE KNOW IT" by SERGIO ZYMAN, former Chief Marketing Officer, The Coca-Cola Company.
Sergio Zyman explains the central tenet behind his work at Coca-Cola: that marketing is an act of magic people have taken an oath to protect. It is strategic, and learnable; it is focused solely on selling more product, to more people than ever before. Consumers nowadays have a bewildering array of choices, so companies can no longer just sell a product, they have to give people a reason to buy.
Zyman takes us through his marketing strategies. It´s possible, he suggests, to not only position your product, but to re-position your competitors´. Marketers must not invade their customer´s world, they must be part of it (in a way that doesn´t break that environment´s rules). However, be careful that in doing this, you don´t lose the central message: be clear that you have a product to sell. Global brands, Zyman suggests, don´t exist: realise that even if you exist around the world you must focus on the locality of your product.
Most importantly, "everything a company does, from promotions to packaging design to distribution, washes over its brands...Every brand has to have a positioning strategy, and everything you do with regard to that brand must communicate it.´´ This is a book all businesspeople should read, absorb and apply.
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