brand management strategy ppt
DESCRIPTION
A Basic Guideline of Strategic Brand Planning for Starters like Entry Level Marketing/Brand/Communication Executives and Marketing Students.TRANSCRIPT
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Brand Development: 1. Consumer Insight2. Brand Essence3. Brand Value4. Brand Personality
Brand Vision:5. Brand Positioning6. Brand Platform7. Brand Promise 8. Brand Portfolio9. Brand Vision10. Brand Goal
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Brand Marketing:11. Objectives
12. Challenges
13. Aims14. Critical Success Factors15. Strategies16. Product Strategy
17. Design Strategy18. Pricing Strategy19. Communication Strategy
20. Trade Channel & Sales Strategy
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Brand Go to Market:21. Activity Chart22. Scorecard Development
Brand Monitor:23. Brand Image Tracking24. Brand Equity Evaluation
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Understanding Consumer in the world of Communication Chaos
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Average Consumer will Exposed to TVC
0 0 00 002…by the age of 65!…by the age of 65!
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•We have too much of choices
•Traditional way of communication is becoming ineffective
•Consumers lives are becoming chaotic
•Mere Awareness will not do
•They want their products/services to reflect their self, their values
How does it affect business
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Getting deeper
insights
to build our brands
is the key
challenge
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Brand Development
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‘Seeing below the surface’
Seeing inside the consumer
The penetrating understanding of consumers which provides hooks or clues that lead us towards new brand-building opportunities.
What is Consumer Insight ?
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Key Elements of Insight
•A Twist in Tale
•A Pleasant & Relevant "surprise"
•A fresh, unexpected perspective
•An Aha-experience.
What is Consumer Insight ?
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Insight Examples
Close UpClose Up The closer people get, the more conscious they are of their fresh breath/white teeth
WranglerWranglerJeepJeep
Americans see Jeep as strong & rough that can drive Americans see Jeep as strong & rough that can drive through any challenge to get anyone out of trouble. through any challenge to get anyone out of trouble.
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The Essence is the X factor of the brand. It is the differentiated core benefit (conscious/sub conscious) that connects immediately to the consumer. The Code for the brand.
Surf Excel - Dirt is good
National Geography – Live Curious
Essence
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The Guiding principles of the brand. Brand will simply stand on & adhere to these principles.
Examples:
Aarong – Indigenous, Social etc.
Brand Values
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It is the way a brand should behave. The characteristics it may carry if it was a human.
Examples:
Marlboro – Adventurous, Masculine etc.
Brand Personality
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Brand Vision
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Positioning - it’s a Mind Game
• In the mind of the consumer
• In the mind of the customer
• In the mind of our people
• In the mind of our competitor
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Positioning is the essence of the brand perceived by the target customer in the market
What the brand stands for in the minds of the customers and prospects, relative to its competition, in terms of benefits and promises
Key Elements:
Define Target Market (Demo/Psycho or both)
State Offering
State Point of Parity or Frame of reference (The Industry where it operates)
State Point of Difference (The Uniqueness)
State Proof of the Point of Difference.
Positioning
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To the tradesman who uses his power tools to make living and cannot afford downtown no the Job (Target), DeWalt (offering) professional power tools (frame of reference) and more dependable than other brands of professional power tools (point of difference) because they are engineered to the brand’s historic high-quality standards and are backed by Black & Decker’s extensive service network and guarantee to repair or replace any tool within 48 hours (Proof)
Example
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It is the playing ground of the Brand. The stage on which the brand will always stand.
Example -
Google: Information
Marlboro : Adventure
Banglalink: Change
Aarong: Social
Nike: Body
Brand Platform
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Brand’s Commitment to its market. The manifesto that a brand will follow every time they do something.
Example:
Boeing: Revolutionizing Flight
The promise of Revolutionizing Flight reflects the heritage of Boeing, the pursuit of innovation of the present and the limitless horizons in its future. Boeing has played a role in every material revolution in the history of flight.
Brand Promise
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Where will the brand be or go? Which product lines?
It is always directed by its values, personality, platform & promise.
Wrangler: Challenge
Reflected in campaigns for
Jeep – Desert & Mountains
Jeans - Jungle
Brand Portfolio
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It should state the image or perception, the brand wants to establish in the market.
Example: Nike will be the worlds number one sports brand and bring inspiration and innovation to every athlete in the world ( if you have a body you are an athlete).
Brand Vision
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Nike Vision : ImageNike Vision : Image
*If you have a body, you’re an athlete
Bring Inspiration And Innovation To Every Athlete In The World*
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The goal talks about the specific business target for the brand
It can have • Financial Element (Growth, Revenue, Profit etc.)• Market share
It gives a year wise breakdown of the target
Example:
Nike: Will be the worlds number one sports brand and bring inspiration and innovation to every athlete in the world ( if you have a body you are an athlete) thus will grow to 12.5 $ billion by 2015 in terms of Revenue.
Current – 2 $ Billion2011- 6 $ Billion2012 – 9 $ Billion2013 – 11 $ Billion2014 – 12 $ Billion2015 – 12.5 $ Billion
Brand Goal
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Brand Marketing
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Align the resources of the business behind growing the Brand and building equity towards the Brand Vision
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DON’T TALK, JUST DO IT
Video Click
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Rigorous Data Based analysis
Greater focus on the key issues and opportunities facing the brand
Marketing plans led by clear business and brand objectives
Integrated plans
Vision into Action
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The Prioritized targets (geography, portfolio & image) that needs to be achieved aligning the overall vision & goal.
Example:
Nike should achieve
10 Million Dollar Revenue from South Asian Market in 2011.1 Billion Dollar Revenue in 2011 from Shoes for Teens. Nike should be known as the no. 1 “DO” brand by 2011.
Objective
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The Issues that the Brand is facing currently and may face in its future course of action to materialize its objectives hence goal & vision.
Example:
Nike
Nike sponsored “XYZ” Football Tournament in Spain not getting enough media attention.
Nike manufacturing unit in India will be unable to meet the next year forecasted demand of South Asian Market.
Shoppers in the franchised retail outlets in Bangladesh not experiencing inspiration & innovation.
Challenges
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The Specific Aims that a brand takes to address the prevailing issues through prioritizing the immediacy of the matter.
Example:
Nike
1.Increase Manufacturing Capacity for South Asian Market.
2.Ensure sports headline coverage in Top 5 Spanish Media for the rest of the tournament.
Aims
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The Enabler(s) that can help achieve the aim. What needs to be in place to increase the chances for the achievement of the aim.
Example:
Nike
1.Land availability in any side of the current manufacturing unit to help extend Manufacturing Unit.
2.Engage best PR Agency in field of Sports especially football.
Critical Success Factors (CSF)
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The main tasks to be done to address the issues and achieve the corresponding aims. There
can be multiple strategies taken to achieve a certain aim.
Strategies
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Strategies _ ExampleChallenges Aims CSF StrategiesNike manufacturing unit in India will be unable to meet the next year forecasted demand of South Asian Market.
Increase Manufacturing Capacity for South Asian Market.
Land availability in any side of the current manufacturing unit to help extend Manufacturing Unit.
Acquire 50 ACRE land
Buy 30 more machineries
Recruit 200 more labors.
Nike sponsored “XYZ” Football Tournament in Spain not getting enough media attention.
Ensure sports headline coverage in Top 5 Spanish Media for the rest of the tournament.
Engage best PR Agency in field of Sports especially football.
Invite National Star during game.
Offer Media Incentive
Use Social Network to pull maximum crowd
Shoppers in the franchised retail outlets in Bangladesh not experiencing inspiration & innovation.
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The task that Brand’s products & specific SKU’s will do across different product lines to meet the goal & vision.
Example:
Nike:
Shoes: Shelf 5 different colored (Red, Black, White, Green, Orange) sneakers for Teens in American Market. Deo:Market smaller SKU’s for most popular variant ‘FISSION’ to increase consumption in Bangladesh. Caps:Bring out Special Edition signed by Popular NBA players in USA.
Product Strategy
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Design StrategyThe Task that will guide the Brand to differentiate functionally. It covers core product, packaging to even retailing.
Example:
Nike: •Develop new sneaker design with Nikes best features in terms of fitness routine category giving a multi-directional flexibility feature from its diamond shaped flex grooves. This can make you move side to side, back and front and still make your foot feel comfortable and stable. This Promises maximum cushion and warm snug to foot. Just what a women need for their work out.
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The tasks that will determine the price points for different product lines of the brand aligning the overall goal i.e. revenue/profit target while ensuring vision is achieved.
Key elements:
Product Line Role in Portfolio under new vision
Market Share Status
Industry Status
Competition Pricing
Variant Role
Differentiation Meter etc.
Example:
Nike
In Bangladesh, Nike will sell shoes ranging from price point of $ 75 to $ 100.
In USA & Europe, Nike will sell special edition NIKE AIR MAX from price point of $200 - $250.
Pricing Strategy
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The set of integrated tasks that will aim to achieve the core vision of the brand through creating favorable perception/image.
Example:
Nike
Make every touch point of communication count to disseminate the Nike’s core CAN DO message.
Communication Strategy…
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Make Every Touch CountMake Every Touch Count
Retail Marketing
City Attacks
Advertising
PR
Events
Product
Sponsorship
New mediaCSR
NikeNike
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Communication Strategy…..Key Elements
Brand Platform
Brand Idea
Communication Idea
Touch Points
Touch Points Core Message
BODY
If you have a body, you are an athlete
CAN DOATLBTLPRONLINE
Just Do it
Example
NIKE
Target: Nike to be known as no. 1 “DO” brand by 2011
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BASIC SEQUENCE : Communication Strategy
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The task that will make the brand available in its targeted customers purchase point.
Example:
Nike
Nike should have at-least one 8’x8’ shelf in any/all sports accessories retail outlet in England.
Nike Socks sales should increase by 100% in Nike’s Europe Outlets.
- Use Nike Sample Socks while trying Shoes.
Trade Channel Strategy
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Brand Go to Market
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This is the Exhaustive list of all the tasks to be done for a Brand in a calendar year with time & activity details. The Brand Manager’s guide to keep track of the brand. This encompasses all the activities relating to the brand starting from Design & Production to the Customer Hand.
Activity Chart
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This is the task performance measurement scale designed in relevance to the specific functions & their tasks. This helps to identify lag areas and take urgent measures. Here the brand manager sets a target for each task & try to see whether the task has been able to achieve that target or not. The difference between actual & target helps identify the hidden issues and thus re-plan accordingly.
Example:
NikeNike TVC “JUST DO IT – JORDAN & FAN” should achieve at-least 30% Top of Mind (TOM) awareness in USA with in 3 Months of Campaign on Air. But in reality it received 11% TOM. So Media Planning needs to be diagnosed. See, whether the Media Habit Survey information was wrong or something else.
Scorecard Development
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Brand Monitor
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Brand Image TrackingSKIPPY PEANUT BUTTER
Increasing Steady Declining (A) MARKET PERFORMANCE
2008 2009 Q1 2010 Q2 2010 Q3 2010 Q4 20102010 YTD
YTD vs YAG
Category - Peanut ButterVolume (% Chg vs YAG) 4.3 6.6 7.5 3.6 3.8 3.8 +3.8% Value (% Chg vs YAG) 4.4 5.5 6.9 2.5 3.0 3.0 +3.0%
Competitor ContextUnilever Category ShareSkippy Value Share index to Market LeaderBrand - SkippyVolume (% Chg vs YAG) 3.8 -1.9 1.0 0.7 2.7 2.7 +2.7% Value (% Chg vs YAG) 4.2 3.6 8.0 3.6 2.9 2.9 +2.9%Market SharesVolume Share (%) 19.1 17.6 17.9 17.7 17.7 17.7 -0.2Value Share (%) 19.9 19.5 20.1 19.6 20.1 20.1 0.0Consumer BehaviourPenetration (%) 26.0 26.9 10.8 11.0 10.9 10.9 0.1Volume per buyer (Kg's) 5.1 4.7 2.6 2.7 2.7 2.7 0.1Share of Requirements (%) 53.1 48.1 72.7 69.5 72.5 72.5 -0.2
(B) BRAND LEVERSPROPOSITIONBrand differentiationBrands I like (Driver #1) +4 +5 +6 +0 +2 +2 -4.0The best tasting (Driver #2) +0 +6 +4 +0 +5 +5 +1.0Are brands I trust (Driver #3 and Brand Key) +2 +2 +1 -1 +4 +4 +3.0Good for snack ing (Brand Key) -3 -5 -7 -5 -3 -3 +4.0Fun to eat (Brand Key) -4 -5 -6 -2 +0 +0 +6.0Liked by children (Advertising) +1 -1 +2 +1 -2 -2 -4.0Brand LoyaltyConviction % 30 31 28 28 35 35 +7.0Advantage % 46 47 46 46 48 48 +2.0Performance % 59 58 58 56 63 63 +5.0Relevance % 65 63 64 62 70 70 +6.0Presence % 85 86 87 84 86 86 -1.0PROMOTIONShare of Total Comms Awareness 33 30 32 33 31 32Effective Com Press (SOTotalComAw/SOM) 1.28 1.32 1.42 1.23 1.11 n/aShare of TV Adv Awareness 40 42 41 40 44 45TV Adv Quality (SOTVaw/SOTVGRPs) 1.55 1.49 1.45 1.47 1.49 n/aShare of Category Media Spend 7.0% 36.0% 79.0% 0.0% 0.0% 0.0% -79 pts
PLACEDistribution Quality (% sku wtd) 7.5 8.9 9.1 9.5 9.9 9.9 +0.8 ptsForward Share (% share of display)Out of Stocks (% distribution OOS)Share of Promoted Volume (%) 29.6 22.5 23.4 23.9 22.6 22.6 -0.8 ptsPRICEPrice (main SKU $) $2.09 $2.17 $2.18 $2.16 $2.18 $2.18 +$0.00Relative Price (Brand index) 110 108 115 111 114 114 100Value For Money (%) 24 22 20 25 26 26 +6.0
PRODUCTBetter quality than other brands 57 62 58 61 60 60 +2.0PACK
Evaluate Brand Marketing Activities in consumer or customer vocab. Understand whether the image expected to be perceived has been perceived or not. Identify areas to improve.
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Brand Equity Evaluator
It is the Brand Fitness Check. This helps the Top Management to take decision on invest/divest from the brands. It basically has two elements.
-Financial Equity (Based on ROI, Growth etc.)
-Image Equity (Based on Market Perception)
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The Masterclass Assignment
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Group Formation Brand Selection Tasks
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WHO IS THIS?
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Can you tell now?
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Guess, You CanGuess
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“A somebody was once a nobody who wanted to and did” - Unknown
Mr. Steve Jobs
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