🧠 1 Marketing Framework:

Porter’s Five Forces

Porter’s Five Forces is a framework developed by Michael E. Porter to analyze the competitive environment of an industry.

It examines five key forces that affect a company’s ability to serve its customers and make a profit:

1. Threat of new entrants: The easier it is for new companies to enter the industry, the more cutthroat competition there will be.

2. Bargaining power of suppliers: If there are fewer suppliers or if they have unique products, they can charge more.

3. Bargaining power of customers: The fewer the customers, the more power they have to demand lower prices.

4. Threat of substitute products or services: Customers may switch to alternative products or services if substitutes are available.

5. Rivalry among existing competitors: If competition is fierce, companies may need to increase promotions, offer discounts, or accept lower profits.

For example: Apple often uses Porter’s Five Forces to maintain its competitive edge.

Apple faces threats from new entrants like Xiaomi and Huawei, which offer comparable technology at lower prices.

They manage supplier power through multi-source strategies, ensuring they are not dependent on a single component supplier.

Apple minimizes buyer power by maintaining a strong brand loyalty that allows them to command higher prices.

They deal with substitutes by innovating and differentiating their products effectively.

Lastly, they actively engage in competitive rivalry through marketing and an ecosystem of products and services that reinforce customer retention.

🧑‍🏫2 Lessons From The Best Marketers:

Lesson 1: Mr Beast on Internet Growth

Lesson 2: Steve Jobs on the role of product and marketing people

📱3 Ads That Will Blow Your Mind:

Ad #1: Marlboro: Marlboro Man (1954)

This Marlboro ad from the mid-20th century is an iconic example of marketing aimed at rebranding the cigarette to a male audience.

Previously marketed to women, the rugged cowboy image here projects masculinity and toughness, appealing directly to male smokers.

The ad highlights product features like the "filter," "flavor," and "flip-top box," suggesting practicality and quality.

Marlboro uses this masculine archetype to align its brand with a lifestyle of independence and rugged individualism, effectively changing its brand perception and broadening its market.

Ad #2: Apple: Think Different (1997)

Apple's "Think Different" ad in 1997 celebrated creativity and innovation. It featured famous thinkers and artists, linking Apple's brand to big ideas and breakthroughs.

This made people see Apple products as tools for change and creativity.

The ad worked well because it emotionally connected with viewers, making them feel that Apple was chosen to be part of something important and different.

The key takeaway is the effectiveness of aligning your brand with big, inspiring ideas and connecting deeply with your audience's desires and values.

Ad #3: Nescafe: Mona Lisa

This advertisement creatively uses the iconic image of the Mona Lisa, incorporating humor to promote Nescafé's instant espresso.

By altering Mona Lisa's usually enigmatic smile into a wide-eyed expression suggestive of caffeine-induced alertness, the ad playfully connects the renowned art piece with the stimulating effects of espresso.

The tagline "The Instant Espresso" reinforces the idea of quick and easy stimulation, much like the sudden change in Mona Lisa's expression, cleverly implying that Nescafé's product is instant and revitalizing.