What is Lean Marketing Model ©?
Thanks to innovation and digital tools, lean marketing, on a sleek and cost-effective input, improves business performance by leveraging resources and giving the customer (internal or external) what they want, when they want and right price.
It is a "slender" marketing model, without waste and therefore ethical, which has to deal with new patterns of life and consumption, rethought considering some variables and constraints:
1. Scarcity of resources available
2. Innovation and digital technology
3. The expectations of a constantly evolving clientele
4. Environmental and business sustainability.
Lean marketing is of great value because its model is transversal and can be easily implemented in "public" or "no profit" contexts such as state, community, healthcare, health care services, and healthcare services. challenge to ensure the best possible service to the user at the lowest possible cost for the taxpayer / citizen.
Lean philosophy focuses on eliminating waste (that is, all that does not benefit the customer) focusing on value-added activities within business processes. Lean marketing and lean production are needed for the survival and sustainability of businesses and societies, from small to large, in a highly competitive, globalized and ever-changing marketplace.
Focus is shifted completely from the product or service to its delivery or consumption mode, so it does not focus on the technical or functional aspects or even product performance but on customer troubleshooter as quickly as possible when and where the customer wants and the right price in a simple way.
In some cases, waste is focused on communication and marketing in the customer / user approach and does not cover the product at all, so the direct consequence of what is happening outside is reverberating on internal processes. The new reference model is conceived on the five pillars of Lean Thinking but draws attention to building a winning marketing strategy to achieve the desired results as quickly as possible.