hello everyone applaud yourself
Hurray! Paradoxically, yes
today at the very end I will tell you how not
worth starting in general my name is pavel
I’m a consultant
business consulting
purpose for big goals today
I want to tell you why at the start
business many russian businessmen
make a mistake if among you and those
who does business raise the handle
among you one person two or three
and those who work in private business
structure not in state and
municipal is there anyone else can
voice the mission of your company who is
you who is a businessman or who works
no let’s try yes yes how are you
sounds she will provide the best possible experience
learning foreign languages
thank you give according to plan like this to
this came through trial and error three
years that is you didn’t start with this
this is right because
Usually, as happens in Russia, people
decides he wants to open his business
sits down and thinks so my super goal
it provide the best possible experience
English for example yes that is
foreign
he does not know and no where he will do it
with anyone for whom he just came up
some kind of super goal and as if having
super goal but not having a vision how to reach
this super-goal unfortunately for this
impossible to come but when you have
some kind of experience when you do something
on a whim to do just for the sake of
what have you tried and do you understand
how can you do it then
think about some super-goal so I
I do not recommend it to start from what I
I recommend starting I advise people
marketing marketing allows everything
count you count all
all some important decisions of yours
business and not very important decisions on
calculate their effectiveness for the final
There is a total marketing process
two models
the first model is the model of philip kotler i
I think many of you and passed it in
university called
marketing mix or 4 pi know this
model up to 4 pi university true
teach actually shock for me
because I finished pr and we would also
taught 4 pi and when i read this
the book turned out to be 7
this is first means 4 pi classic
who everyone knows of course the product
product
and this price is a place where you
place your product some your
retail outlet and of course promotion
This is a classic promotion to
classic 4 pi marketing mix a but
there are three pi about which for some reason not
tell in our universities but
tells Philip in his book means
the fifth point is people if at first
Four points I focus not
I will because they are pretty obvious
they are present in all processes
which you commit the way from which
you participate as representatives of society
consumption is the same as
It means that people under the item is worth
understand those people who provide
the appearance of this product services
Well, for example, we can all determine ourselves
a man who works himself in power
for example, yes, we perfectly understand what
he is temperament or a man who
works at some military factory
yes for example or a person who serves
under the contract we can approximately understand
what kind of people does this service
According to this product
and the second question is
consider in this key this current so
like most people i mean people
all of the earth will react to how
other people use your product
to make it clearer let’s say you
produce
suppose some bright clothes
which is all embroidered with rhinestones
and many people especially those women
who sit near the entrance can not
to understand what kind of clothes and the
accordingly, your product will be for them
a little unsuitable i mean people and and
if you produce something on that
most people don’t react much
ok then value yes yes then
then you will find much less
audience than you could find but it
based on the logic of the cutter following 6
before and processes this is how your
processes how do you form here is your
product like how it comes to
consumer to final what that is
how do you have a business model
but also the seventh point which considers
philip is physical satisfaction
physicist all-in varmint this is what
a person feels emotion when
enjoys your product services and with
In terms of this model, here are the data 77
aspects of the organization’s activities
their intersection give us such a notion
as a target audience who knows the concept
target audience lift the handle
tell someone what you
suspect you mean by that I know
but I can not say who is aimed at
still the one who uses it yet
potential buyers cool but so far
right here it is not heard there yes yes
right it right away he worked for me
honestly in terms of target
target audience then people
united by one goal well for example
there is a small child at the checkout in
supermarket and buys a bottle of water and
an adult woman stands and buys
bottle of water yes in terms of purpose
quench their thirst they are the same but with
in terms of sociological features
demographic signs of income
have a marital status and so on they
completely different and so whether Tyra
view the target audience as
a set of some signs or how people
which are united by one goal here in
this model filipok opera this model
developing in Russia not so long ago but she
unfortunately already in the world is not relevant and
so if you use such
model to improve your marketing
you are a little behind well for about 50 years
60 from western trends for the reason
what are you approaching me clients
it is oriented that is in this model
implies improvement of parts of the system
without treatment as long as it responds to
this target audience without feedback
after all, improving how that says it
methodology improving some of these
masses of these parts you will be a little bit
transform your final product
up to your here this service and some part
the audience will still buy it clear yes
this model is outdated therefore we are not
consider keeping in our head know but
do not consider the model that I
I propose to consider and which
really develop all those
companies that you currently have
hearsay in the network of companies that you have in
pockets form gadgets all those companies
which you use
daily on the internet and many many
many other companies that you wear
that you eat wherever you go they
everything
built on a different model this model
Jack Trout is also the same as
Philip Kotler is a classic marketer she
called positioning ideas heard
such term
no one heard
okay somebody heard when they say
I position myself as heard yes here
when you hear people say that
they make some mistake because
positioning itself is not a brand to target
audience and target audience in their
head
leaves the brand in a certain position
at a certain position naked who
takes this product this service
to make it clearer, I will explain how it is
It is working on the model for which troughton
repeated simon sinek if you read
start by asking why about this
that is the essence of what is ideas
positioning is the answer to three
global issues the first question is what
the second question is like the third question
the most important thing is why why ouai
if you have ever been to kemerovo and
had experience flipping and newspaper advertising
why is there something like a newspaper with
ads you can open it on
a turn will be two a3 turns on
which is written waste and phone number
how do you think in this format of advertising
as the target audience chooses of course
of the counterparty to buy at
price but there are answers correctly when
we are in the cut that what we
offer we compete exclusively
for the price that is our our experience is
call 56 numbers to find out the average price
the market find the cheapest buy because
what’s in this form of communication
we can not estimate no measurable
indicators yes we can only evaluate
something common here, this
price if we are talking about purchases if we
talking about the level like that then in this
newspaper appears one ad where
written charcoal home delivery
some people seeing this ad think
This is not for me
why because home delivery is
more expensive is longer and in general what kind of
delirium coal must deliver to home it
must be included in this service
if the type is a regular phone and a person there
never call on this moment
happens
the difference of one product from another then
there is this product it is not for
but the product is just a phone number and
harry for me and the other
and there is another person who sees
the ad will only call there
the rest will not call because he
appreciates
his saves during that
provide additional service
what is more comfortable for him
apologize in price st issue is not worth it
level like but the coolest level and
the most correct level is the level which
allows you to reach new levels
to yourself this when you answer
question why why do people buy coal
stove well without formulating it
more so exquisite not to freeze
in the winter
until you agree that the goal of course that
haunted man it does not freeze
in the winter if you tell him that you are
produce coal he respond to
it’s like on advertising yes if you
say he produce coal with
home delivery
he will respond to it as if it were yours.
distinctive idea he remember you so
different but other things being equal free
Factory selection is not a fact that he will remember
about you he remember that you are so
different but not everyone needs
non-standard accountant like a year
question and when you say what we are for
not to freeze in winter
yes then a man for himself he slept he
remember that he really
there are goals not to freeze in winter he himself
come up with himself how he wants not
freeze in winter using coal with
using wood with gas using
burn old furniture with help to leave
winter in thailand until weight options and
already when he understands how he wants not
freeze he himself think of what to buy and
in terms of positioning ideas
if you as a business broadcast such
values in answering why or
the answer to the question why what man when
he has this question first
remembers in deed that you are the one
then he will buy it himself
magic effect in not you will be him
offer and he will know that you
you exist because you are in his head
take a position well for
what example
you know the most popular fast food itself
world leader yes that’s what everyone says
the same yes although they are in their advertising
so don’t say they just deliver this
an idea before us in certain steps means
most companies exist here in
this market here in this that is they started
they say we produce coal with
home delivery yes and trying this
compete companies that don’t
competing they answer the question why
and waiting for their people those people who
there is this value that are
perceive the product or service given
companies as something more than an answer to
the question is what and how it is therefore clear to the side
there now what needs to be done in order
so that the company received a mission to
it was clear the mission is kind
unattainable goal for example mother’s mission
teresa
This so that people who remained without home
had the opportunity to eat and sleep and this
the goal is unattainable for the reason that
impossible to feed put to bed all
homeless people in this world they
appear every day is possible and every
day someone homeless
gains a home is also so watch out
this is completely impossible but
you can approach this goal
improve a particular product that give
homeless can increase the amount
places to return to the old model
You can change the cost of this service
eat trying to find this free food
or are we there somehow for them
practiced it and so on all this
ministry how would it be such copper for example
university’s mission is to carry into the world
knowledge is impossible
impossible to train all people impossible
because nothing is possible at all
teach can only learn but
come close to this some kind of measurable
indicators can be if
and here to have your company
there was a mission you need to understand here
what is that call face behind
each company that is called
brand or trademark
there is always a person the final person
who owns this and that person
should be your answer to the question why
why does he wake up every day why
he goes every day and does what he does
does why every day he tries
make it better than the thing is so yesterday
why he wants to replicate it why
wants to share it when he is looking for
yourself answer this question why
the magic begins it begins to fly like
rocket up with tremendous speed and
his business starts singing these companies to
world who started the questions
why they all know them
to day is added to the day but recently it
one such company topped there
find sum round cannot be called
then what is the essence of what what of course
the man answered the question why then
further to the whole company they responded to
The question is why and this is already a big idea.
brings to itself the followers of this
ideas and already these followers are starting
translate this idea like yours
understand this here is a big pit and this
mission so when you formulated
mission for yourself
could then skip through this mission
your company’s mission then you can
return to the classic model of Philip
Kotler and improve some compound
parts I understand why of course the target
audience your product and that’s when you have
get cool
for now, think about where you are now
here here or here this is my speech
[applause]
Hurray! Paradoxically, yes
today at the very end I will tell you how not
worth starting in general my name is pavel
I’m a consultant
business consulting
purpose for big goals today
I want to tell you why at the start
business many russian businessmen
make a mistake if among you and those
who does business raise the handle
among you one person two or three
and those who work in private business
structure not in state and
municipal is there anyone else can
voice the mission of your company who is
you who is a businessman or who works
no let’s try yes yes how are you
sounds she will provide the best possible experience
learning foreign languages
thank you give according to plan like this to
this came through trial and error three
years that is you didn’t start with this
this is right because
Usually, as happens in Russia, people
decides he wants to open his business
sits down and thinks so my super goal
it provide the best possible experience
English for example yes that is
foreign
he does not know and no where he will do it
with anyone for whom he just came up
some kind of super goal and as if having
super goal but not having a vision how to reach
this super-goal unfortunately for this
impossible to come but when you have
some kind of experience when you do something
on a whim to do just for the sake of
what have you tried and do you understand
how can you do it then
think about some super-goal so I
I do not recommend it to start from what I
I recommend starting I advise people
marketing marketing allows everything
count you count all
all some important decisions of yours
business and not very important decisions on
calculate their effectiveness for the final
There is a total marketing process
two models
the first model is the model of philip kotler i
I think many of you and passed it in
university called
marketing mix or 4 pi know this
model up to 4 pi university true
teach actually shock for me
because I finished pr and we would also
taught 4 pi and when i read this
the book turned out to be 7
this is first means 4 pi classic
who everyone knows of course the product
product
and this price is a place where you
place your product some your
retail outlet and of course promotion
This is a classic promotion to
classic 4 pi marketing mix a but
there are three pi about which for some reason not
tell in our universities but
tells Philip in his book means
the fifth point is people if at first
Four points I focus not
I will because they are pretty obvious
they are present in all processes
which you commit the way from which
you participate as representatives of society
consumption is the same as
It means that people under the item is worth
understand those people who provide
the appearance of this product services
Well, for example, we can all determine ourselves
a man who works himself in power
for example, yes, we perfectly understand what
he is temperament or a man who
works at some military factory
yes for example or a person who serves
under the contract we can approximately understand
what kind of people does this service
According to this product
and the second question is
consider in this key this current so
like most people i mean people
all of the earth will react to how
other people use your product
to make it clearer let’s say you
produce
suppose some bright clothes
which is all embroidered with rhinestones
and many people especially those women
who sit near the entrance can not
to understand what kind of clothes and the
accordingly, your product will be for them
a little unsuitable i mean people and and
if you produce something on that
most people don’t react much
ok then value yes yes then
then you will find much less
audience than you could find but it
based on the logic of the cutter following 6
before and processes this is how your
processes how do you form here is your
product like how it comes to
consumer to final what that is
how do you have a business model
but also the seventh point which considers
philip is physical satisfaction
physicist all-in varmint this is what
a person feels emotion when
enjoys your product services and with
In terms of this model, here are the data 77
aspects of the organization’s activities
their intersection give us such a notion
as a target audience who knows the concept
target audience lift the handle
tell someone what you
suspect you mean by that I know
but I can not say who is aimed at
still the one who uses it yet
potential buyers cool but so far
right here it is not heard there yes yes
right it right away he worked for me
honestly in terms of target
target audience then people
united by one goal well for example
there is a small child at the checkout in
supermarket and buys a bottle of water and
an adult woman stands and buys
bottle of water yes in terms of purpose
quench their thirst they are the same but with
in terms of sociological features
demographic signs of income
have a marital status and so on they
completely different and so whether Tyra
view the target audience as
a set of some signs or how people
which are united by one goal here in
this model filipok opera this model
developing in Russia not so long ago but she
unfortunately already in the world is not relevant and
so if you use such
model to improve your marketing
you are a little behind well for about 50 years
60 from western trends for the reason
what are you approaching me clients
it is oriented that is in this model
implies improvement of parts of the system
without treatment as long as it responds to
this target audience without feedback
after all, improving how that says it
methodology improving some of these
masses of these parts you will be a little bit
transform your final product
up to your here this service and some part
the audience will still buy it clear yes
this model is outdated therefore we are not
consider keeping in our head know but
do not consider the model that I
I propose to consider and which
really develop all those
companies that you currently have
hearsay in the network of companies that you have in
pockets form gadgets all those companies
which you use
daily on the internet and many many
many other companies that you wear
that you eat wherever you go they
everything
built on a different model this model
Jack Trout is also the same as
Philip Kotler is a classic marketer she
called positioning ideas heard
such term
no one heard
okay somebody heard when they say
I position myself as heard yes here
when you hear people say that
they make some mistake because
positioning itself is not a brand to target
audience and target audience in their
head
leaves the brand in a certain position
at a certain position naked who
takes this product this service
to make it clearer, I will explain how it is
It is working on the model for which troughton
repeated simon sinek if you read
start by asking why about this
that is the essence of what is ideas
positioning is the answer to three
global issues the first question is what
the second question is like the third question
the most important thing is why why ouai
if you have ever been to kemerovo and
had experience flipping and newspaper advertising
why is there something like a newspaper with
ads you can open it on
a turn will be two a3 turns on
which is written waste and phone number
how do you think in this format of advertising
as the target audience chooses of course
of the counterparty to buy at
price but there are answers correctly when
we are in the cut that what we
offer we compete exclusively
for the price that is our our experience is
call 56 numbers to find out the average price
the market find the cheapest buy because
what’s in this form of communication
we can not estimate no measurable
indicators yes we can only evaluate
something common here, this
price if we are talking about purchases if we
talking about the level like that then in this
newspaper appears one ad where
written charcoal home delivery
some people seeing this ad think
This is not for me
why because home delivery is
more expensive is longer and in general what kind of
delirium coal must deliver to home it
must be included in this service
if the type is a regular phone and a person there
never call on this moment
happens
the difference of one product from another then
there is this product it is not for
but the product is just a phone number and
harry for me and the other
and there is another person who sees
the ad will only call there
the rest will not call because he
appreciates
his saves during that
provide additional service
what is more comfortable for him
apologize in price st issue is not worth it
level like but the coolest level and
the most correct level is the level which
allows you to reach new levels
to yourself this when you answer
question why why do people buy coal
stove well without formulating it
more so exquisite not to freeze
in the winter
until you agree that the goal of course that
haunted man it does not freeze
in the winter if you tell him that you are
produce coal he respond to
it’s like on advertising yes if you
say he produce coal with
home delivery
he will respond to it as if it were yours.
distinctive idea he remember you so
different but other things being equal free
Factory selection is not a fact that he will remember
about you he remember that you are so
different but not everyone needs
non-standard accountant like a year
question and when you say what we are for
not to freeze in winter
yes then a man for himself he slept he
remember that he really
there are goals not to freeze in winter he himself
come up with himself how he wants not
freeze in winter using coal with
using wood with gas using
burn old furniture with help to leave
winter in thailand until weight options and
already when he understands how he wants not
freeze he himself think of what to buy and
in terms of positioning ideas
if you as a business broadcast such
values in answering why or
the answer to the question why what man when
he has this question first
remembers in deed that you are the one
then he will buy it himself
magic effect in not you will be him
offer and he will know that you
you exist because you are in his head
take a position well for
what example
you know the most popular fast food itself
world leader yes that’s what everyone says
the same yes although they are in their advertising
so don’t say they just deliver this
an idea before us in certain steps means
most companies exist here in
this market here in this that is they started
they say we produce coal with
home delivery yes and trying this
compete companies that don’t
competing they answer the question why
and waiting for their people those people who
there is this value that are
perceive the product or service given
companies as something more than an answer to
the question is what and how it is therefore clear to the side
there now what needs to be done in order
so that the company received a mission to
it was clear the mission is kind
unattainable goal for example mother’s mission
teresa
This so that people who remained without home
had the opportunity to eat and sleep and this
the goal is unattainable for the reason that
impossible to feed put to bed all
homeless people in this world they
appear every day is possible and every
day someone homeless
gains a home is also so watch out
this is completely impossible but
you can approach this goal
improve a particular product that give
homeless can increase the amount
places to return to the old model
You can change the cost of this service
eat trying to find this free food
or are we there somehow for them
practiced it and so on all this
ministry how would it be such copper for example
university’s mission is to carry into the world
knowledge is impossible
impossible to train all people impossible
because nothing is possible at all
teach can only learn but
come close to this some kind of measurable
indicators can be if
and here to have your company
there was a mission you need to understand here
what is that call face behind
each company that is called
brand or trademark
there is always a person the final person
who owns this and that person
should be your answer to the question why
why does he wake up every day why
he goes every day and does what he does
does why every day he tries
make it better than the thing is so yesterday
why he wants to replicate it why
wants to share it when he is looking for
yourself answer this question why
the magic begins it begins to fly like
rocket up with tremendous speed and
his business starts singing these companies to
world who started the questions
why they all know them
to day is added to the day but recently it
one such company topped there
find sum round cannot be called
then what is the essence of what what of course
the man answered the question why then
further to the whole company they responded to
The question is why and this is already a big idea.
brings to itself the followers of this
ideas and already these followers are starting
translate this idea like yours
understand this here is a big pit and this
mission so when you formulated
mission for yourself
could then skip through this mission
your company’s mission then you can
return to the classic model of Philip
Kotler and improve some compound
parts I understand why of course the target
audience your product and that’s when you have
get cool
for now, think about where you are now
here here or here this is my speech
[applause]
Please follow and like us: