NEXT GENERATION BRANDING

NEXT GENERATION BRANDING

BRANDING MALAYSIAN PRODUCTS

Success Stories from the Front LinesNational Regulatory Conference

Ministry of Health Malaysia

September 7, 2005

Find • Grow • Measure • Profit

WHY BRAND?

BRANDING ADVANTAGES Shortens sales cycles

Maximizes marketing spend

Facilitates repeat sales

Enables premium pricing

Blocks competitors

Attracts strategic alliances & partners

Best path toward profitability

WHY BRAND?

WHAT IS A BRAND?

Logos?

Advertising?

Brochures?

“SuperBrand award”?

TV?

Expensive?

International?

Too hard?

WHY BRAND?

“A name, term, sign, symbol or design, or a combination of these that identifies the goods or services or one seller or group of sellers and differentiates them from those of competitors”.

“The sum of all the images and associations customers have concerning a company”.

“Great brands are born from people who are having fun. Their excitement is reflected in the meaning of the brand”.

“A brand is a long-term profitable bond between an offering and a customer. This relationship is based on providing economic, emotional and/or experiential value, backed by everyday operational excellence and consistently measured.”

WHY BRAND?MYTH REALITY

You need a big budget to brand

The more ads you see, the bigger the brand

????

Brands are based not on spending but on continuing customer relationships

Only companies selling to consumers can brand

Businesses selling to businesses can establish dominant brands

Branding effectiveness is determined by the awards won

Branding effectiveness is measured by sales, profitability & growth

Only marketing experts can brand

Everyone in an organization is responsible for branding

WHY BRAND?

“The purpose of business is not to make a sale, but to _____ and _______________.”

-- Peter DruckerLegendary management consultant

make keep a customer

PROFILES IN BRANDING

INDUSTRY EXCELLENCE AWARDS 2004 Awarded by MITI in March 2005

Categories: Product excellence, export excellence, quality management

Special award -- Malaysian brand names Hoe Pharmaceutical Noor Arfa Batek Carotino

Special award -- Innovative product CCM Pharma Others

PROFILES IN BRANDING

HOE PHARMACEUTICALS SDN. BHD. Manufactures skin cream & liquid

preparations for prescriptions & OTC Manufactures herbal & cosmetic

products Meets standards of WHO, Ministry of

Health in Malaysia & other countries Extensive international investment

PROFILES IN BRANDING

BRAND CHALLENGES & OPPORTUNITIES Foot problems very common

Cracked heel Ladies & sandals

Extensive local/international competition Dissatisfaction with competitive products Quality product able to effectively solve

customer problem Branding not offering a capability, but solving

a customer problem Third-party credibility

PROFILES IN BRANDING

SECRETS OF SUCCESS Long-term commitment

“We have always looked at this as a long-term strategy; branding is not something that is done overnight.”

-- George Soh, General Manager Followed a brand plan

Lack of planning shortcut to failure “Malaysia’s Best;” “Tak Nak” campaigns

Planned growth in stages First Malaysia, then Singapore, Thailand,

Hong Kong, Taiwan, more

PROFILES IN BRANDINGSECRETS OF SUCCESS

Extensive market research Targeted at high-income 30+ females Pharmacies, physicians How product is used Follow-up surveys for benchmarking

Operational excellence High-quality manufacturing

Excellent integrated marketing execution PR Advertising Collateral

Web Promotion Training

PROFILES IN BRANDING

SECRETS OF SUCCESS: PR Variety of targets

Local & monthly Message is well-targeted

Open shoes Overweight

Education No moisture, dry out

Consequences Infection Doctor care

PROFILES IN BRANDING

SECRETS OF SUCCESS: Advertising Testimonial theme Targeted message

Reflects target customer Strong graphic image Credibility

3-day proofpoint Reference for purchase

Package

PROFILES IN BRANDING

SECRETS OF SUCCESS:Collateral

Visual identification of problem Inside: Education

How it works What makes it better Credibility

Before/After

PROFILES IN BRANDINGSECRETS OF SUCCESS: Web

Good design Easy to navigate Easy to read

Complete product info

Contact info Responsiveness

Current

PROFILES IN BRANDINGSECRETS OF SUCCESS: Promotion

Promotion/contest Linked to target market

1 ct. diamond Prospect involvement

Match slogan Leveraged with PR

“I have been using Elgy Plus cracked heel for some time & I am so excited to be one of the winners.”

PROFILES IN BRANDINGSECRETS OF SUCCESS: Training

“Retail detail” Pharmacies, physicians

Educate Why use “Use product after cure”

PROFILES IN BRANDINGSECRETS OF SUCCESS: Training

“Retail detail” Pharmacies, physicians

Educate Why use “Use product after cure”

PROFILES IN BRANDINGSECRETS OF SUCCESS: Results

#1 or #2 in each target market 70-80% market share

PROFILES IN BRANDINGSECRETS OF SUCCESS: Innovation

CCM Pharma Key message -- innovation Fastest way to win -- and lose -- top brand

status Branding tools

Credibility Education

SECRETS OF BRANDING

FIRST RULE OF BRANDINGIt is not about you; it is about the prospect &

customerSECOND RULE OF BRANDING

All customers (and prospects) are not created equal.

THIRD RULE OF BRANDING

Measurement is critical.

SECRETS OF BRANDING4 TYPES OF BRANDING Acquisition branding Targeting & segmentation Retention branding Keep customers longer & purchasing more

Brand penetration Customer, account, product

Advocacy Get customers to sell to others

Acquisition

Retention/ recovery

Advocacy

Brand penetration

PROFIT

SECRETS OF BRANDINGStrategic

Branding

Customer

Ads, PR, etc.

Planning priorities

Most FAQ:

How long does it take to establish a brand?

BRAND PLANNING: PLANKEY ELEMENTS I. Executive overview II. Market, product, business & competitive

review III. Situation analysis IV. USP (Unique Selling Proposition) V. Strategies, objectives, goals & tactics VI. Execution VII. Budgeting VIII. Timetables & responsibilities IX. Measurement, evaluation & feedback

MOST IM

PORTANT!!!

SECRETS OF BRANDINGEXCELLENT RESOURCES

Ministry of Health Malaysia

MATRADE

Branding Association of Malaysia

THANK YOU!

QUESTIONS?

Find • Grow • Measure • Profit

“A Malaysia-based brand consultancy that offers brand development, measurement, and execution through brand audits, sales and brand training, workshops, and results-driven marketing programs.”

Nick@fusionbrand.com

www.fusionbrand.com