branding and communications workshop 2013

8/18/2019 Branding and communications workshop 2013

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Branding and CommunicationsWorkshop

Androidzoom.

April 20th, 2012


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AgendaSchedule Timin

g

Topic

10.30 – 10.35 5 !urpose, "#pected $utcome % &uccessCriteria 'or this session

10.35 – 10.(0 5 Agenda and tunning

10.(0 – 11.00 20 1. )ntroduction to *arketing. $r *arketing 'ordummies

11.00 – 11.10 10 "#ercise 1

11.10 – 11.(0 30 2. Branding and communications

11.(0 – 11.55 15 "#ercise 2

11.55 – 12.15 20 3. Communications plan

12.15 – 13.00 (5 "#ercise 3


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!urpose, "#pected $utcome and &uccessCriteria

!urpose+ o pro-ide the asic theorical Communication concepts to

the Content department team so that the/ can gi-e ameaning to hat the/ alread/ do and the/ can suggestmore acti-ities.

he goal set 'or Communications no is to makeAndroidzoom igger. he communication acti-ities shouldcontriute to groth.

"#pected $utcome+ o re-ie the rand positioning 'or Androidzoom.

o communication plans 'or to strategic segments &uccess Criteria+

he team has ne tools to use in Communications.

and the/ can put them in practice right aa/.


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!art 1. )ntroduction to *arketing.$r *arketing 'or dummies

20. 10.(0 to 11.00 h


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!art 1. *arketing 'or dummies

1. 4ierent kinds o' needs.2. *arketing role+

*arket de6nition

&egmentation

!ositioning $ld school *arketing *i#

!roduct

!rice

!lacement !romotion


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1.1. 4ierent kinds o' needs

7 u n c t i o n a l

• hecommunication isaout the 'eatureso' the product.

• hecommunicatione#plains ho theproduct orks.

• he product co-ersasic needs.

• "#+ A lightul

& / m . o l i c

• &ince 8ualit/ o'products is taken'or granted, thes/molic

communication 'orproducts increases.

• hese kind o'communicationsegan ith thelu#ur/ products

• Communication isnot aout ho theproduct orks, its

aout the ene6tso' the product.

• "#+ A /ogurt thatreduces cholesterol

" # p e r

i e n t i a l

• )ts related ith thee#periences thatthe productpro-ides.

• Communication isaout li'est/le.

• "#+ B*Ws 9do /oulike dri-ing:;


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1.2. *arketing role. Market defnition he market de6nition is the anser to the 'olloing

8uestion+

9What need are e targeting:; he de6nition o' the market is not ased on the

!roduct e#+ the market o' elts he de6nition o' the market is ased on the need e#+

the market o' solutions to keep /our trousers in theright place, and this includes elts and suspenders

$nce e kno hat e are targeting, e consider+

9Where and against ho do ecompete:;


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1.2. *arketing role. Segmentation

&egmentation is the anser to the 'olloing8uestion+

9What are the dierences across

our groups o' users=clients:; We should take into account+ What makes one segment dierent to the other

e#+ lo/al or non>lo/al customers

?ariales that descrie the segment e#+ gender,age, income, etc.


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1.2. *arketing role. Positioning

!ositioning@

is the anser to the 'olloing8uestions+

9What do e oer:

Wh/ ould the/ ecome customers:; We must consider as ell the positioning strateg/

that e chose+ 4ierentiation+ $ur positioning is uni8ue and totall/

dierent to other competitors.

Breadth+ $ur positioning 6ts the maorit/ o' ourpotential customers.

@ We ill re-ie positioning in more detail later on in this

presentation.


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1.2. *arketing role. Marketing Mix.4Ps.

!$4


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!)C" 9he amount a customer pa/s 'or the product;

!rice is rele-ant in to particular topics )t contriutes to the positioning

)t de6nes the income o' the compan/.

)n the online industr/+

sometimes price is not paid / the consumer.

take into account /our usiness model.

http://lifehacker.com/5697167/if-youre-not-paying-for-it-youre-the-producthttp://thenextweb.com/entrepreneur/2011/05/25/the-9-types-of-online-business-models-which-one-do-you-use/http://thenextweb.com/entrepreneur/2011/05/25/the-9-types-of-online-business-models-which-one-do-you-use/http://lifehacker.com/5697167/if-youre-not-paying-for-it-youre-the-product


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!AC"*"D 9e'ers to pro-iding the product at a place hich

is con-enient 'or consumers to access;

Eou can ha-e dierent sales channels+ 4irect+

&ales 'orce

Eour on distriution

">commerce

)ndirect+

With partners and resellers With a distriution netork


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!$*$)$D 9epresents all o' the methods o' communication

that a marketer ma/ use to pro-ide in'ormation todierent parties aout the product;

&ome o' the concepts included are+ Ad-ertising !ulic relations

&ales promotion


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Part 1.Marketing ordumies

1.1. 4ierent kinds o'

needs

1.2. *arketing role

*arket de6nition

&egmentation

!osicioning

*arketing *i#

!roduct

!rice

!lacement

!romotion

EXER!SE 1. "1#$. 11.## % 11.1# h.&

'ns(er the ollo(ing )uestions*

What kind o' need do e sol-e: What market are e targeting:

What dierent kinds o' customer=users doe ha-e:

What do e oer to them: )s it dierent to

hat competitors oer: Wh/ is it dierent: $ur ( !s+

!roduct+ What is our ser-ice:

!rice+ What price do e ha-e:

!lacement+ Fo do e deli-er the ser-ice to

our customer. !romotion+ Fo does our customer kno that

our ser-ice sol-es a certain need he has:What do e do to get the message to him:


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!art 2. Branding and communications30. 11.10 to 11.(0 h


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!art 2. Branding and communications

1. )dentit/, )mage and coherence2. Branding and groth

3. !ositioning and the management o'meaning.

(. 4ri-ers and arriers.


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2.1. )dentit/, )mage and coherence

he identit/ o' a compan/ is made o'+ !ersonalit/ Who am ): Acti-it/ What do ) do:

*ission Wh/ do ) do it:

?alues

Fo do ) do it:

)mage is not onl/ hat the compan/ shos, uthat the audience percei-es.

)dentit/ G )mage &chizophrenia and risk

)dentit/ H )mage Coherence and eas/communications


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2.1. )dentit/, image and coherence

Wh/ coherence is important in randde-elopment:

eal asis o' positi-e attriutes

Creation o' an attracti-eperception

"#tend this attracti-e perceptionto the roadest target audience

$ B"

$ $$I )I"

$C$**


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2.2. Branding and groth.

What makes a rand great: )ts ell knon+ )t has aareness. “I know this brand”

)ts ell connected to one or more categories.

)t has associations that are+ Rele+ant. he rand is connected to something that is

important 'or the consumer.

,ni)ue+ he rand deli-ers etter than its competitors.

Emotional+ he rand has personalit/ and connects

ith the -alues o' its consumers. !eople admires it


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2.2. Branding and groth

A great rand in ( steps+1. 4e-elop a positioning )denti'/ hat is rele-ant

'or the maorit/ o' /our consumers in /ourcategor/ and hat ould moti-ate the non>consumers to use /our rand.

2. Build a product that gets etter and morerele-ant 'or /our consumer.

3. Communicate ased in /our positioning and the!roduct /ou ha-e uilt.

(. )ncrease usage /+1. Jetting ne consumers on oard.

2. *aking /our consumers repeat


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2.3. !ositioning and the management o'meaning

Positioning is to create a unique perception andreputation of a brand in the minds of

customers.

It shall be based on the attributes and benetsof the product.

It must be done in a way that gives the brand aunique positioning compared to its competitors

- in the minds of the customers perception!


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!ositioning strategies 4ierentiation

Breadth


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)ngredients 'or a good positioning+ )ts rele-ant to the audience )ts credile. )ts related to a ene6t or -alue that

the !roduct deli-ers.

)ts dierent 'rom the competition )t moti-ates customers to consider and tr/.

)ts alligned ith the long>term goals o' thecompan/

!ositioning is one o' the ke/ elements 'orgroth.


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A rand is a por'olio o' meanings+ &trategic and tactic angile and intangile

ational and emotional

$nce these meanings are uilt in the minds o'the audience, rands help people do easierpurchases.


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2.(. 4ri-ers and arriers

A 4ri-er is a moti-ational element that attractscustomers to a categor/ or a rand. "#amples+ ) can 6nd all the A!!s

)ts eas/

)ts 'ree A Barrier is something that pre-ents customers

'rom getting to the categor/ or using a rand."#amples+

)m a'raid the/ might use m/ personal data. )ts e#pensi-e

) dont understand ho it orks.


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2.(. 4ri-ers and arriers

A good positioning+ Fas the ke/ dri-ers o' the categor/ and the onesthat are more rele-ant 'or the maorit/ o' theaudience

&hos ho to o-ercome the arriers.

)s coherent ith the e#perience that the user illha-e hen using the product or ser-ice.

.

http://www.kranzcom.com/wp-content/uploads/2009/07/Assume-the-Position.pdfhttp://www.kranzcom.com/wp-content/uploads/2009/07/Assume-the-Position.pdf


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.randing andcommunications

2.1. )dentit/, image

and coherence

2.2. Branding and

groth

2.3. !ositioning and

the management o'

meaning

2.(. 4ri-ers and

arriers.

EXER!SE -. "1/$. 11.4# %11.// h.&

'ns(er the ollo(ing)uestions*

What is our rand positioning:

Which are the proo'>points o'this positioning:

What dri-es our customers:

What pre-ents our customers'rom using our ser-ice:


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!art 3. Communication plan20. 11.55 to 12.15 h


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!art 3. Communication plan

1.

arget audience2. Communication goals

3. *essage strateg/

(. *edia planning


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3.1. arget audience Eour target audience is the group o' indi-iduals

users, opinion leaders, customers, suppliers, etc.that are the recipients o' /our communication acti-it/.

)ts rele-ant to kno+ Fo are the/: sociodemographic pro6le

heir starting point regarding hat e are tr/ing tocommunicate 4o the/ kno it: Fa-e the/ tried it: Fa-ethe/ ought it:

ele-ant in'ormation aout their eha-iour 're8uenc/ o'use, pre'erence in communications st/les or channels, etc.

heir haits to get in'ormation 4o the/ open our e>mails:4o the/ read logs: 4o the/ access in'ormation throughdesktop, talet or moile:


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3.2. Communication goals

InoledgeAction

7eelings

We pro-idein'ormation aoutthe ene6tsWe do 9randaareness;

We suggest a product trialWe dri-e con-ersion suscription, purchase, donload, etc.

We o-ercome arriersWe create pre'erences


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3.3. *essage strateg/

*essage doesnt e8ual creati-it/+ *essage+ What e ill tell our target audience to

achie-e the goal e ha-e set.

Creati-it/+ Fo e ill deli-er the message so that eachie-e the ma#imum eecti-eness

Basic elements o' a message+ Bene6t What:

easoning Wh/: !roo' points

'nd al(a0s aligned (ith thePS!T!2!23. "-er/ message contriutes tothe strength o' the positioning.


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3.(. *edia planning

he media planning determines ho do edeli-er our message to the target audience.

We must take into account+ he conte#t here the message ill e.

he moment hen the user ill consume ourmessage

)' theres an/ need to repeat the message're8uenc/

he user e#perience accross the hole process,'rom the moment hen she gets the message tillshe does the action e#pected.

P t


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Part .ommunicationplan

3.1. arget audience

3.2. Communication

goals

3.3. *essage strateg/

3.(. *edia planning

EXER!SE . "4/$. 1-.1/ %1.## h.&

reate a ommunication planor - di5erent targetaudiences.


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FADI E$< 7$ E$

branding and communications workshop 2013

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