Documente Academic
Documente Profesional
Documente Cultură
POINTS OF DISCUSSION
Session -1 & 2 (09:15 to 10:30): 75 minutes
Product/Service as the Basis Name as the Identifier and Relater Packaging as the Presenter Messages as the Narrator Price as the Proxy of Value
A Brand will surely have a certain position
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The Concept of Positioning Factors to be Considered The Anchor of Brand Creation The Promise, Attributes, Benefits and Values Consumer and Competitor Analysis to Explore Values Brand Development for Target Segment Brand Positioning Statement
Managing Brand Equity Reaching the End Consumers Communications & Advertising Components of A Winning Offer Managing the Process of Consumer-Brand Linkage Operational Aspects of Brand Equity
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Key Points
Apply insights from knowledge on brand to develop a competitive positioning for a brand
RETURN On INVESTMENT
INVEST
The Firms
TARGET MARKET
THE RETURNS
VALUES
TO THE
CONSUMERS/ CUSTOMERS
SATISFACTION
TRANSACTION
THE FIRM THE
OFFERING S
THE MONEY
INCOME/ EARNING
4. Values, therefore can be seen as special meanings attached to a particular consumption occasion of using or consuming a product or the event of receiving a particular service. (This is a pragmatic/utilitarian use of the word value) 5. At this point, marketers have two options: go with the product as a commodity wrap the values offered by the product through branding 6. Branding is a strategic option for marketing a product or service. Branding is a means of wrapping the values surrounding the product or service.
7. The task of marketing function is to find and create consumers/ customers/clients by transforming individual persons or groups of people from being lay people in the streets into obtaining some added values at consuming the offers/using the product or becoming recipients of the services ( to become consumers/ customers/clients). 8. After this transformation, the task is to manage the relationship (Customer/Consumer Relationship Management). 9. Managerially, the marketing process consists of development, creation, and activation of the marketing mix for the offer (product or service) destined for a specific target in mind.
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10. These days rarely do we find a single product for a single market (a single product-market category). The overwhelming majority of categories comprise of multi-products targeted at a variety of different groups of consumers/customers/clients. (Each group is conveniently called a segment of the market).
11. Due to the above reasons, the development of any offer (be it product or service) should go through the process of S.T.P. (Segmentation, Targeting and Positioning)
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12. Segmentation is the way you partition the market based on certain approach. Segmenting the market would facilitate in choosing the specific part of the market you want to target. 13. Targeting is the process matching your product/offer to specific part of the market. 14. Positioning is the way you differentiate your product/offer from same product category targeted to the same segment.
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Roman pottery-makers used more than 100 different marks to distinguish their work, the famous being the Fortis (which means strong) mark. Those craftsmen are believed to have used marks for: An advertisement A guarantee of quality
Source: WIPO Publication; Intellectual Property, A Power Tool for Economic Growth, (2000)
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As branding has become a pivotal marketing concept, today, trademark has become almost synonymous with brand.
Source: WIPO Publication; Intellectual Property, A Power Tool for Economic Growth, (2000)
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WHAT IS A BRAND?
A name, term, sign, symbol or design or a combination of these, that is intended to identify the goods and services of one business or group of businesses and to differentiate them from those of competitors Brand : a mixture of tangible and intangible attributes symbolized in a trademark, which, if properly managed, creates influence and generates value (Interbrand, a leading brand consultancy)
A
Brand
Based on point of difference Can build up consumer loyalty higher switching costs
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NAME
Authenticity
Inner Directed
Differentiation/ Brand Personality A relevant emotional metaphor linked with social dimensions
Outer Directed
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COMPONENTS OF A BRAND
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THE BRANDS :
COMPONENTS OF A BRAND
Should be matching
THE BASIS The Product/ Service THE NARRATOR The Message/ Communication/ Advert. THE PROXY OF VALUE The Price
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Uses/ Usages
USERS
Benefits
Attributes
THE PRODUCT
VALUES
Choice Criteri a Overall Performance Measure
Physical attributes
Process attributes
Effect attributes
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Sound/ rhyming
Associations
Meanings
Shape of Fonts
Symbols
Sociocultural context
A Impacting Affective & Cognitive aspects of human Commonality of association -> CORE C Impacting consumer perception
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Attributes
Colour
Symbols
Sociocultural context
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Copyright Rahim Jabbar/1999
THE BRANDS : MESSAGES, COMMUNICATION & ADVERTISING AS THE NARRATOR What to say and How to say it to Whom with What Expected Effects
WHO
SAYS
WHAT
IN
WHAT CHANNEL
TO
WHOM
WITH
WHAT EFFECTS
PREFERENCE MESSAGE S ABOUT THE BRAND ABOVE THE LINE BELOW THE LINE THE TARGET MARKET OTHERWISE
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THE BRANDS : PRICE = VALUE PROXY PRICING OPTIONS BASED ON VALUE PERCEPTION
Differentiation Hybrid
High
Focused Differentiation
Low price
Low
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8
Price
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High
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Low
Source: The Strategy Clock: Bowmans Strategy Options
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Source: Adapted from Al Ries & Jack Trout, Positioning, the Battle for Your Mind (1989)
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Source: Adapted from Al Ries & Jack Trout, Positioning, the Battle for Your Mind (1989)
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Source: Adapted from Al Ries & Jack Trout, Positioning, the Battle for Your Mind (1989)
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The mix of attributes that carry benefits (which constitute values to the target consumers) should be able to create a strong impact at the first point of contact. The brands promise and its supporting benefits delivered through the mix of attributes should be captured in attentioncatching messages. Tag-line is a short phrase to help communicate and support the brands positioning.
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SEGMENTATION
DEFINE MARKET POTENTIAL Define the market Define the potential (est. no. consumers & their consumption/ usage and their total spending) DEVELOP CRITERIA FOR SEGMENTATION Behavior based Needs based Product related MAP AVAILABLE SEGMENTS Quantify the sizes (volume & value) Products/Brands used by segment
TARGETING
ANALYZE EACH SEGMENT BY ATTRACTIVENES Size (Volume/Value) Growth FIND GAPS IN THE SEGMENT Needs vs. current products Under-served segment MATCH GAPS WITH YOUR PRODUCT Differentiation opportunities DEVELOP MOST APPROPRIATE STRATEGY: Differentiate mass market Niche market Growth market
POSITIONING
PERCEPTUAL POSITIONING Identify relevant set of competitive products Identify the set of determinant attributes /benefits Research target customers evaluation on relevant attributes/ benefits about all products Map product positions (locations) DETERMINE CUSTOMERSS PREFERENCE Mix /combination of attributes/benefits SELECT THE MOST COMPETITIVE POSITIONING
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CONSUMERS:
Consumer Insights
DIFFERENTIATE COMPETITIVELY!!!
(Envisaged) COMPANYS BRAND : (Current) COMPETITORS BRANDS :
Key differentiated value dimensions Salient attributes
COST COMPARISON
Key differentiated mix of values that are competitive Salient attributes required
Source: Adapted from Kenichi Ohmae , The Mind of the Strategist (1982)
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Mercedes
B.M.W.
Mitsubishi
Honda. Toyota.
Positioning
All about identifying the optimal place of a brand, considering its competitors, in the consumers mind Maximizing company potential benefit The compass that guides marketing strategy
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Positioning
THE POSITIONING STATEMENT SHOULD DRAW ON THE STRONGEST ASPECTS OF BENEFITS OFFERED BY THE BRAND Clarifies what brand is all about Uniqueness/Point of Difference Why consumers should BUY & USE (Addresses their needs better than competition)
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Positioning
WHO are you going to give this positioning to? WHO are you going to market your product to? WHAT do they want and need What CONSUMER INSIGHT is your positioning based on?
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Positioning
State the thought you wish to implant in your targets mind: TO (core target audience), (Brand Name), IS THE (frame of reference) THAT (owned benefit) BECAUSE (support or reason to believe)
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Positioning
An Example: TO oral health concerned adults, XYZ IS THE only brand of therapeutic toothpaste THAT kills germs that cause bad breath, plaque and gingivitis.
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THE PRESENTER The Packaging THE BASIS The Product/ Service Selected POSITION within TARGET SEGMENT THE PROXY OF VALUE The Price
BRAND CONCEPT
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Brand Positioning Statement(1): Basic Questions to Develop the Message Content and Communication Strategy
1. Brand Vision : What is the ultimate goal you have in mind for your brand? It is a dream supported by belief (that it can and will be achieved sometime in the future) and commitment (namely a pledge to achieve and realize). Further questions revolve around: Who to serve? Where? How? What to expect? How to approach it in general terms. Vision will serve as an enabler to realize a quantum leap (a dramatic improvement, without risking too much), when it is further supported by persistence (i.e. refuse to surrender) and enthusiasm (i.e. strong interest consistently maintained)
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Brand Positioning Statement (2): Basic Questions to Develop the Message Content and Communication Strategy
2. Brand Mission
It is a statement of conception on where the company/ brand to be throughout time. Questions to ask: What role will it play in the market? (How many roles are there? What are they ?) What role will it play in the Companys portfolio?. (How many roles are there? What are they ?)
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Brand Positioning Statement (3): Basic Questions to Develop the Message Content and Communication Strategy
3. Basic Positioning How you want it to be seen comparatively among the offers claiming the same/similar benefits? (targeted to the same segment)
Acid tests are : * Is it clear ? (unmistakable v.s. the others?) * Is it correct ? (for the brand ? for the market? for the target group?) * Is it competitive ? (better than the others ? able to challenge market leaders/major players in the category/ segment/sub-segment ?)
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Brand Positioning (4): Basic Questions to Develop the Message Content and Communication Strategy
4. Consumer end benefits What will it do for me ? (Functionally ? Emotionally ? Socially ? etc.) 5. Reasons why What make/will make the consumers believe that it will give the end benefits stated ? 6. Proofs Why should your brand delivers its promise ?
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NAME/ LOGO The Identifier & Relator PRODUCT/ SERVICE The Basis/ Foundation CORE MESSAGES The Narrator
PACKAGING
The Presenter
TARGET MARKET
PRICE Proxy of Value
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MANUFACTURER/SUPPLIER
DIRECT
INDIRECT
DIRECT SALES
DIRECT MARKETING
FACE-TO FACE
TELEMARKETING
WHOLLY OWNED
FRANCHISE
RETAILERS
RETAILERS
RETAILERS
END CUSTOMERS
Source: Capon & Gilbert : Marketing Management for the 21st Century
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Messages
Transmission/ Transportation
Transformed Behaviour
Buying
* Soft-Sell : How does communication add values through symbols that carry specific meanings ?
Messages
Myths/ Rituals
Attitudinal change
Behavioural change
Buying
Symbols Meanings
Values
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WHO
SAYS
WHAT
IN
WHAT CHANNEL
TO
WHOM
WITH
WHAT EFFECTS
PREFERENCE MARKETERS THE OFFER ABOVE THE LINE BELOW THE LINE
THE TARGET
OTHERWISE
EXPOSES
DISPLAY ADVERTISE
PROMOTE
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1.To create awareness of the product/brand 2.To create desire for the product/brand (Stress customer benefits & their values) 3.To influence customer attitudes to the product (e.g.caring,etc) 4.To create brand loyalty 5.To persuade customers to buy
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Intereste d
Regular users
Sporadic purchasers
Trial purchasers
Stop
Stop
SWITCHERS AWAY
TARGET CONSUMERS
Psychological needs
Physiological needs
LEVEL OF
DISTRIBUTION AVAILABILITY
PUS H
EXPOSURE
SHARE OF VOICE
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(6%)
Advertising Quality
Qualitative research results Take out
Advertising weight
Brand Support Expenditure Share of voices (Spend)
(28%) (94%)
Consumer Pull
(95%)
Brand Image
(63%)
Perceived Quality
Actual Quality / CPT
Value Price
Price differentials
(72%) (5%)
Brand Equity
Spontaneous Awareness
(99%)
(100%)
Awareness Effects
(50%) (1%)
Targets: Marketing Consumer Profile Volume &Share Targets: Financials NTO and margins
Aided Awareness
Source of Awareness
Numeric Distribution
Numeric Distribution By channel
(82%)
Distribution Effects
Weighted Distribution
(18%)
Sales per distribution points Source: A study on a fast moving consumer product market in Malaysia (1985-1995)
(50%)
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KEY POINTS
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KEY POINTS
THE ORIGIN OF BRANDS Business is about creating value added through economic transactions. Marketing is tasked to manage the economic transaction between a business with its consumers/customers/clients. As far back as four millennia ago, craftsmen from Persia, China and India in marketing their products used their signatures or symbols as the marks to identify and differentiate their products.
As marketing became a stronger now the strongest key driver of business, trade-marks were gradually transformed to be synonymous with brands.
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References (1)
Capon, Noel and James M. Hulbert, Marketing Management in the 21st Century, Prentice Hall, 2001 Davidson, Hugh, Even More Offensive Marketing, Penguin Books, 1997 Hiam, Alexander and Charles D. Schewe, The Portable MBA in Marketing, John Wiley & Sons, Inc., 1992 Jabbar, Rahim, Approaches towards Segmentation, Targeting & Positioning, 2002, (unpublished) Business Week, 2001, The 100 Most Valuable Global Brands WIPO, Intellectual Property, A Power Tool for Economic Growth, 2002, internet edition, accessed 2nd August 2005 through: http://www.wipo/int/about_wipo/gen/wipo.dgo/wipo_pub_888/ html.
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References (2) Kennedy,Carol, Managing with the Gurus, Top level Guidance on 20 management techniques, Century Business Book, 1996 Cowley, Don, Ed. Understanding Brands, Kogan Page 1991 Aaker, David A. Managing Brand Equity The Free Press,1991 Temporal, Paul, Branding in Asia, 2001 Knapp, Duane E, The Brand Mindset, The Mc-Graw Hill Companies Inc., 2000 Upshaw, Lynn B., Building Brand Identity, John Wiley & Sons Inc., 1995. Arnold, David, The Handbook of Brand Management, Century Business, 1992. Woodruff, Robert & Gardial, Sarah F., Understanding Customer Values & Satisfaction, Blackwell Business, 2000.
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