Transforming Marketing: OGF vs. Traditional Approaches PPT

This PPT slide, part of the 98-slide Organic Growth Framework (OGF) PowerPoint presentation, presents a comparative analysis between traditional marketing approaches and the Organic Growth Framework (OGF). On the left side, the traditional marketing approach is outlined with key characteristics. It emphasizes differentiating products in the minds of target customers, segmenting based on benefits, demographics, or attitudes, and developing customer profiles centered around product use. The value proposition in this model focuses on creating a differentiated perception of the product, with marketing investments spread across the 4 Ps—product, price, place, and promotion. The approach aims to fully activate the market with a multisegmented focus.

On the right side, the OGF approach is contrasted against traditional methods. It shifts the focus from product differentiation to changing customer behavior during the buying process, which is deemed to provide greater leverage. Segmentation is based on the likelihood of engaging in key behaviors rather than traditional demographic factors. Customer profiles in the OGF reveal critical drivers and barriers to behavior change. The value proposition is centered on altering customer behavior, and investment is directed towards behavior change rather than product messaging. The OGF also advocates for a disproportionate and sequential funding strategy for select segments.

This comparison highlights a fundamental shift in marketing strategy. The OGF prioritizes understanding and influencing customer behavior over merely differentiating products. For organizations looking to adapt to modern market dynamics, this slide provides a clear framework for rethinking their marketing strategies to drive organic growth effectively.

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