Mark Ritson | On the Contrary | APG Strategy Conference 2018

APG Strategy Conference | On the Contrary
8 October 2018
Speaker: Mark Ritson, Adjunct Professor of Marketing at Melbourne Business School
Mark stated that marketing just needed to do marketing, but didn’t most of the time. Not difficult but not often done well. He urged a back to basics, linear approach of first diagnosing the problem, then developing a strategy, and finally working out the tactics to deploy. He rejected binary views of how things work and advocated ‘and not or’ in our thinking. He heaped praise on the work of Peter Field and Les Binet for their seminal work ‘The long and short of it’ as one example of non-binary thinking..
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[@BarryWHughes]

Everyone on every board, as well as marketers need to watch this.

[@BSPoK]

Hi, some general questions if you people don’t mind. It is said that penetration is the main factor of growth. My question is: what is the difference between penetration and physical availability? Are they the same thing? And when launching a new product, should the company be more focus on creating wide physical availability or creating wide mental availability? Thank you for your time.

[@Jeremiah26]

Penetration is about driving growth of the same product in the same category (i.e. the iPhone in the smarthone category). You reach growth by building physical availability and mental availability. Physical availability is literally about being available in terms of the proximity of the product, the visibility of the product on the shelf, the room on the shelf (the more, the better) and the number of shops the product gets sold.

[@pedroleite8287]

Jeremy gave you a really good answer to you, however just to also answer your last question I would just had that when launching a new product it is better to focus in creating mental availability, otherwise it will be pointless to be physical available without anyone noticing you.

[@AndrewStuart100]

Anyone with a passing interest in branding or marketing should watch this!............. but not if you're offended by "Latin".

[@markritson]

or "motherfucker"

[@tommanning5894]

Mark is channelling Stewart Lee here, big time. Great talk, though.

[@DKiaulakis]

Thank you!

[@alejandrogracia3954]

Just plain great

[@driedmango1914]

Brilliant

[@johnkeith4000]

Amen brother!

[@ChaunceyZalkin]

what is the difference between difference and distinction? isnt distinction just more explicit difference?

[@Jeremiah26]

Actually it's differentiation (being different than others) and distinctiveness (being recognizable as yourself).

[@Datalust44]

Skills