José Alsina has worked for several corporations on the Marketing departments, being Mabe and Procter and Gamble two of the main. He currently runs his own company. Most of his anecdotes and achievements are valuable to hear because experience from where they come from consist on many things marketers dream to achieve on global terms, such as deploying a brand new product line in a foreign country.
His 10 rules of marketing, on his experience and opinion are:
1. First and foremost you require Highly Qualified People:
- People are the most important resource, and are the force that makes things happen.
- Some of the key competencies to look for in marketing personnel are: Leadership, Analytical Thinking,Creativity, Goal oriented, Driven, Team Player, Flexibility and Resilience.
2. Follow a disciplined Strategic Planning Process:
- Diligently comply with every step of a strategic planning process: Analysis, Strategic Planning, Tactical Planning and Tracking.
3. Establish clear and measurable objectives
- Establish long and short term objectives and always correlate this objectives to the business financial performance.
4. Acknowledge your own strengths , weaknesses, capabilities and resources
- Identify the necessary requirements to succeed in your environment and what you need to develop and/or acquire to be competitive in your market/environment .
5. Develop in depth and clear understanding of your market
- Treat knowledge and superior understanding of your: consumer/user, the market in which you operate and your competition, as a core competency.
- If you understand all of these better than your competition you will have a competitive advantage.
6. Make sure that your product or service delivers on a true consumer need:
- Consumers not always know what they need. It is your job to uncover consumer needs and insights that are relevant and that make consumers´ life better, easier, more enjoyable, etc.
- We are living in a fast changing world and companies that innovate and are able to reinvent themselves are the ones that will survive.
- Innovation is essential to maintain a relevant differentiation and therefore a meaningful USP.
8. Speed to market:
- If you have a profitable business, competition will eventually try to take it away from you. It is imperative that you act faster than your competitors and that you anticipate market changes and evolving consumer needs.
9. Clearly define your Target Group and develop your Brand Equity to crate a strong bonding with that specific group.
- Consumers are more powerful and demanding than ever before and this trend will prevail. It is no longer possible to appeal to the masses and you must create a brand-consumer relationship with a discrete and specific target group.
10. Remain humble and always keep the consumer at the center of your decision making process
- Regardless of what you may think looking at things from the inside-out; put yourself in your consumers´ shoes and make sure you consistently deliver on your promises and what adds value to your consumer. If something doesn´t add value to your consumer you must eliminate it in order to maintain a competitive cost