�ݺ�ߣ

What is a Brand? “ A multi-dimensional consumer value, delivered consistently.” A name, sign, symbol, or design, tagline or a combination, intended to identify the goods or services and to differentiate them from competition .

Brand Equity & Promise Brand Equity The differential effect that brand knowledge has on consumer response to the marketing of that brand. Brand Promise The marketer’s vision of what the brand must be and do for Consumers.

What is a Brand? Culture User Personality Attributes Benefits Values

Brand Equity Satisfied Customer (no reason to change) Values the Brand (brand as friend) No Brand Loyalty (customer will change) Satisfied & Switching Cost Devoted to Brand

Marketing Advantages of Strong Brands Improved perceptions of product performance Greater loyalty Less vulnerable to competition Less vulnerable to crises Larger margins Inelastic consumer response to price increases Elastic consumer response to price Licensing opportunities Brand extension opportunities

The Role of Brands Identify the maker Simplify product handling Offer legal protection Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium

Brand Strategies New Brands Brand Extension New Brand Name Product Category Line Extension Existing Existing Multibrands New

Brand Element Choice Criteria Memorable Meaningful Likeability Transferable Adaptable Protectible Devising a Branding Strategy Develop new brand elements Apply existing brand elements Use a combination of old and new

Defining Associations Points-of-difference (PODs) Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand Points-of-parity (POPs) Associations that are not necessarily unique to the brand but may be shared with other brands Relevance Distinctiveness Believability

Examples of Negatively Correlated Attributes and Benefits Low-price vs. High quality Taste vs. Low calories Nutritious vs. Good tasting Efficacious vs. Mild Powerful vs. Safe Strong vs. Refined Ubiquitous vs. Exclusive Varied vs. Simple

Probability of Success Probability of completion X Probability of differentiation Overall probability of success = Probability of economic success given commercialization X

Marketing Communications The means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.

Message Problems Target Audience may not receive the intended message due to: Selective Attention Selective Distortion Selective Retention

Message Problems Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format Layout, Words, & Sounds, Body Language Message Source Expertise, Trustworthiness, Congruity

The Importance of Taglines Brand Theme Ad Tagline Our hamburgers are bigger. Where’s the Beef? Our tissue is softer. Please Don’t Squeeze the Charmin. No hard sell, just a good car. Drivers Wanted We don’t rent as many cars, so we have to do more for our customers. We Try Harder

Personal Communications Channels Advocate Channels Expert Channels Social Channels

Stimulating Personal Influence Channels Identify influential individuals and devote extra attention to them Create opinion leaders Use community influentials in testimonial advertising Develop advertising with high “conversation value” Develop WOM referral channels in Social Media Establish a blog Use viral marketing

Nonpersonal Communication Channels Media Sales Promotion Events and Experiences Public Relations

Advertising Public, Pervasive, Expressive, Impersonal Personal Selling Personal Confrontation, Cultivation, Response Communications Mix Sales Promotion Communication, Incentive, Invitation Public Relations & Publicity Credibility, Surprise, Dramatization Direct Marketing Nonpublic, Customized, Up-to-Date, Interactive

Public Relations vs MPR Pubic Relations: Functions Include: Press relations Product publicity Corporate communication Lobbying Counseling Social Media Marketing Public Relations (MPR) MPR assists in the following tasks: Assisting in the launch of new products Assisting in repositioning a mature product Building interest in a product category Influencing specific target groups Defending products that have encountered public problems Building the corporate image in a way that reflects favorably on its products

Public Relations Suggestions: Build marketplace excitement before media advertising breaks Build a core customer base Build a one-to-one relationship with consumers Turn satisfied customers into advocates Influence the influentials Choosing Messages and Vehicles Event Creation Implementing the Plan and Evaluating Results

Communication Platforms Events/ Experiences Sports Entertainment Festivals Arts Causes Factory tours Company museums Street activities Public Relations Press kits Speeches Seminars Annual reports Charitable donations Publications Community relations Lobbying

Communication Platforms Advertising Print and broadcast ads Packaging inserts Motion pictures Brochures and booklets Posters Billboards POP displays Logos Videotapes Sales Promotion Contests, games, sweepstakes Premiums Sampling Trade shows, exhibits Coupons Rebates Entertainment Continuity programs

Characteristics of Communications Public Relations and Publicity High credibility Ability to catch buyers off guard Dramatization Events and Experiences Relevant Involving Implicit

Designing Competitive Strategies Market-Leader Strategies Expanding the Total Market New Users Market-penetration strategy New-market segment strategy Geographical-expansion strategy New Uses More Usage Defending Market Share Market-Challenger Strategies Defining the Strategic Objective and Opponent(s) It can attack the market leader It can attack firms of its own size that are not doing the job and are underfinanced It can attack small local and regional firms Choosing a General Attack Strategy

Specific Attack Strategies Price-discount Cheaper goods Prestige goods Product proliferation Product innovation Improved services Distribution innovation Manufacturing cost reduction Intensive advertising promotion

Designing Competitive Strategies Market-Nicher Strategies - High margin versus high volume Nicher Specialist Roles End-user specialist Value-added Vertical-level specialist Customer-size specialist Specific-customer specialist Geographic specialist Product or product-line specialist Product-feature specialist Job-shop specialist Quality-price specialist Service specialist Channel specialist

Defining Marketing? Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. - Kotler & Keller

Defining Marketing Marketing is discovering what the prospect wants and demands and delivering it more efficiently and effectively than competition. -Anna Urban

What is Marketing Management? Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

Marketing Management Tasks Developing marketing strategies Capturing marketing insights Connecting with customers Building strong brands Shaping market offerings Delivering value Communicating value Creating long-term growth

Questions After spending $100 billion on acquisitions over five years, AT&T’s achieved: a) Higher Revenues b) No Gain c) Lower Revenues

Questions 2. After spending $100 billion on acquisitions over five years, AT&T’s achieved: a) Higher Revenues b) No Gain c) Lower Revenues

Good Mission Statements Focus on limited number of goals Stress major policies and values Define major competitive spheres

eBay “ We help people trade anything on earth. We will continue to enhance the online trading experiences of all – collectors, dealers, small businesses, unique item seekers, bargain hunters, opportunity sellers, and browsers .”

Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the the target market’s mind.

A Product is made in a factory. Positioning is made in the Consumer’s mind.

Examples of Value Propositions Demand States and Marketing Tasks A good hot pizza, delivered to your door door within 30 minutes of ordering, at a moderate price 15% premium Delivery speed and good quality Convenience-minded pizza lovers Domino’s (pizza) The safest, most durable wagon in which your family can ride 20% premium Durability and safety Safety-conscious “upscale” families Volvo (station wagon) More tender golden chicken at a moderate premium price 10% premium Tenderness Quality-conscious consumers of chicken Perdue (chicken) Value Proposition Price Benefits Target Customers Company and Product

Developing and Communicating a Positioning Strategy Positioning According to Ries and Trout Strengthen own current position Grab an unoccupied position De-position Re-position Product ladders

Positioning: How many ideas to promote? Unique selling proposition Four major positioning errors Underpositioning Overpositioning Confused positioning Doubtful positioning Developing and Communicating a Positioning Strategy

Writing a Positioning Statement Mountain Dew: To young, active soft-drink consumers who have little time for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine.

The Marketing Process Analyzing Market Opportunities Developing Marketing Strategies Planning Marketing Programs Managing the Marketing Effort Annual-plan control Profitability control Strategic control

Types of Questions Research Can Address Customer Profiles Who is our Customer? Product Changes Impact of a Product Change Competitive Leverage Strengths & Weaknesses Tracking Changes over Time

The Marketing Research Process Defining the problem and research objectives Developing the research plan Collect the information Analyze the information Present the findings

Psychological Factors Learning Beliefs & Attitudes Motivation Perception Learning Memory Key Psychological Processes Perception Motivation

Our industry is at a crossroads ... We have been challenged by the steady diversification of targets and an explosive proliferation of media channels . Solutions will come from building new channels and reconfiguring old ones. Convergence, social media, advergaming, entertainment, and DVR are all part of the next great experiment in communications.

What is Media? 15,000+ Radio Stations 3,000+ Magazines Product Placement TXT Messages Direct Mail Outdoor Media Movie Theaters 1,000,000+ Websites 10,086 Newspapers YouTube Social Media PR 3,000+ TV Stations 400,000+ Billboards Telemarketing

Internet | What’s on? Prime time TV 7:09 Internet Average Weekly Time Spent (Adults 18+ in hours) Source: Nielsen TV Audience Report, 2003; Nielsen NetRatings, Combined Home/Work Panel, Dec 2004 12:42

Search: SEM + SEO The resurrection of the Internet Hype More than 1 billion searches are conducted online everyday (searchenginewatch.com). 95% of corporate purchasing agents use the web to research products and services before selection. (B2B Magazine 2003 Survey) Visitors have 60% recall of sites found in search vs. just 20% for banner ads and tiles. (NPD Group Research Report) Over three-fourths of marketing execs whose companies have used search marketing said they found it more effective than banner advertising. (Jupiter Research)

Search: The resurrection of the Internet Hype 15% of total 42% of total US Paid Search Ad Spending 2001–2006 (in billions) Source: eMarketer, October 2004; IAB/PwC, 2004

Where Are We Headed? Advertising Existing Customers Sponsorships Sales Force PR One to One Online Social Media

Case in Point | Budget Trucks Distribution Website PR WoM one-to-one

What do the Media guys do? Traditionally speaking The right message Through the right channel In the right way To the right target Your Ad here

The Functions & Process of Media Planning Research Strategy Tactics Buying Negotiation Placement Accounting Monitoring Optimization Reporting Maintenance

Planning Process Marketing Objective Communications Objective Media Objectives Target Audience, Competitive Insight, Brand Marketplace, Lessons Learned, Parameters (Seasonality, Geography, Creative, Retail/Promotions) Communications Opportunity Channel Selection/Ideation Media Strategy Media Tactics Media Tactics Media Strategy Communications Opportunity Target Analysis Brand/Business Background Define Goals/ Objectives

What are we talking about? MARKETING COMMUNICATIONS (of which advertising is a part) Process of selling a product or service to a customer Translating that product or service into a brand MEDIA The vehicles that carry brand messages

Example: Objectives Marketing Objectives Sell 100,000 tickets to a show in 2010 Communications Objectives Increase awareness of artist Media Objectives Reach 70% of potential concert goers

Example: Strategy Marketing Strategy Set price point at $75 Communications Strategy Emphasize experience AND value Media Strategy Utilize a multi-media mix to reach elusive concert goer

Defining Brand/Business Background Brand What does the brand stand for? What’s the experience? Competitive Landscape How much does your competition spend? Where do they spend? What are they trying to communicate? Industry Best Practice Of the competition, who’s doing it right? Is there an opportunity? Media Best Practice Is there an advertiser with a similar challenge but not the same category?

Defining Target Thorough understanding of target (potential customer) through: Quantitative Research Qualitative Research Google (Anything credible you can get your hands on) Looking for information that leads to insight: Demographics/Psychographics Values, attitudes, lifestyles, beliefs Affinities Purchasing habits Media usage habits

Target Overview | Demographics 62% Men/48% Women Median Age: 42 years 72% between ages 25-54 Median HHI: $72,922 Professional/Managerial (169) Bachelor's degree (166) Post-graduate degree (160) 81% County A/B (117/111) 36% in Top 10 markets MSA Suburban (123) Census Region Northeast (132) Sub Region NE/MA (172/118) Went to a concert paid $50+ In past 12 months

Target Overview | Media Usage YES! ANNOUNCE/ NEWS SELECTIVE WHERE APPROPRIATE YES! RECOMMENDED

Defining: Communications Opportunity What are the best channels to reach our target? When will our target be most receptive to our messages? What should we communicate at the point of contact? What new channel can we create?

Example: Target Receptivity | “Self Moments” Wake up breakfast Commute Gym Commute Lunch Work Socializing Work Family Me Dream online television magazines direct WoM WoM WoM television radio OOH newspapers roommate WoM WoM WoM direct WoM co-workers online radio WoM newspapers magazines OOH WoM WoM WoM WoM WoM WoM WoM WoM WoM sponsorships WoM WoM friends 6am 6pm 9am 9pm weekend WoM self self self self self

Communications Process Monitoring Reporting Research Social Marketing Design Messaging Planning Building Brand Strategy

�ݺ�ߣ

Q N Y Marketing

Recommended

More Related Content

What's hot (20)

Similar to Q N Y Marketing (20)

Q N Y Marketing

Editor's Notes