Mkt 3307 - Nike + Case Study

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nearly two full days of practice from external experts which helps them build up their capabilities.

These strategies have developed as their have been improvements in technology. Marketers changed their way of engaging with the consumers from past decades for the better where the new tools and strategies used for marketing are cutting-edge and evolving very quickly. Today, engaging with the consumers has been extremely instrumental because with the technology and advancements we have today marketing companies are able to interpret and understand exactly what the consumer wants.

The orchestrators are comprised of CMOs and other marketing executives, such as Chief Experience officers and global brand managers. Their jobs include assembling cross-functional teams from a wide classes of talent and completing their initiatives. These initiatives include briefing the teams, making sure that they have the abilities and resources they need, and tracking their performance. In order to complete the teams mission, the orchestrators and team leaders balance the mix of “think, do, and feel capabilities.”

The orchestrator model is often used by companies in order to create specialty groups for a variety of marketing programs including integrating online and physical retail, and introducing new products. These specialty groups, each with one of its respective focus; think, feel, or do, proposes unity among individuals. The “think” marketers apply analytic capabilities to tasks like data mining, media-mix modeling, and ROI optimization. The “feel” marketers who focus on consumer engagement in roles from costumer service to social media and online communities. Lastly, the “do” marketers who develop content and design and lead production. These three focuses tend to alternate depending on the task. For example, in an effort to heighten customer engagement, Liberty Global, a cable service provider, set up task forces that focused solely on individual touch-points- such as when customers receive a bill. These teams are each led by managers from several marketing and non-marketing functions, have different durations and draw from each of the three talent pools in different measures.

It’s going to take a collaborative effort from central leadership and local teams for this task-force model to work. Local teams must understand the strategy and be ready to execute each objective. So long as everyone in the organization is clear on the goals and inspired by the brand purpose, the culture looks to be a promising one. Another benefit of the orchestrator model is that it helps maintain the marketing programs and allows for the perfect set up to accomplish the variety of tasks a company might have to accomplish.

A disadvantage of the task-force model is that it requires a culture in which central leadership is confident, the team is collaborative, and everyone in the organization is clear about the brands goals. This is a very hard thing to accomplish within a company. Another disadvantage of the orchestrator model is that for each task is done in different durations of time and depending on the task some may take longer than others.

Companies such as Coco-Cola and Unilever have set up dedicated marketing academies in order to create a single marketing language and approach. Language is a huge part of how consumers perceive these companies. This approach allows marketers to set up the language in a clear, brief and compelling way. However, if the language is set up with luffy, lazy language, it continually worms its way back into messaging. If a company uses lazy language it may create a downfall for the company.

Our world is constantly changing and evolving. Within the next couple decades, I am positive that their will be plenty of new technology and advancement which will give us an even better indication of what consumer wants. Marketing will be taken to the next level and become more and more competitive because companies will need leverage on each other, especially those competing to be high-performance companies.

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