The evolution of marketing revolution

Evolution of The

Marketing Revolution

What is that ?

“This guide will help you in your product management plan/marketing plan/brand

development plan, even personal development plan.”

Since the world collapsed, the market became challenging, the

competition exploded & the globalization opened fire on the local and

multinational companies.

we should think again about marketing strategies and the way we think about product

management.

It is all about

Creating a new product

Establishing a new brand

Entering a new market

Controling a new segment

We will do it together, a case study about a new product activation to start with, I

don’t know anything about it yet, but together we will create a kick ass product and

dominate the market with it.

To create new brand we will go through four main stations,

.

#1

Scout

#2

Tactics

#3

Communication

“It is not about good idea, it is about how we implement it.”

SCOUT

#1 #1

Scout

What is Product management

The pressure to:

Deliver the right product

With the right price

In the right timeframe

Companies who succeed are the ones who: define, produce and

promote their products more efficiently and more effectively.

Selecting the right product means

Increasing , improving profits and

a huge efficiency gain across your company.

sales

ideas

“All great Brand comes from great product”.

An

Case Study #1

Apple

Apple:

This brand comes from the most successful apple Macintosh, The super PC,

as it can be for personal usage and as a work station for professional users.

Home user professional

user Apple Work

Station

The next step for apple was the iPhone, the

most successful phone ever, they just create

new market, innovation in mobile technology,

The Next step was in 2010, with the iPad.

They did it again with the best selling personal

gadget in the decade.

That’s why we can say it is all about great products. such products will create great brands

with minimum branding investment.

Name + Identity = Symbol

Symbol + Concept = Brand

Brand + Experience = Perception

Symbols do not represent brands

directly; instead, symbols recall to

minds the name of the brand that’s associated with perception

Ex:

Steve jobs is a brand symbol which

reflects a brand perception as an

innovative brand.

Some buy Apple because of him

Product

Selection

Process

Personal care market

categorized to:

1. Hair

a. Shampoo

b. Gels

c. Tanning

d. Nutrition and special situation

2. Skin and body care

a. Creams and lotions

b. Sun protection and tanning

c. Anti-ageing and nutrition

d. Special skin caring/treatment

3. Mouth

a. Tooth pasts

b. Mouth wash

c. Cavity cleaners

4. Perfumes/body spray

a. Body spray

b. Body splash

c. Perfumes

5. Shaving

a. Pasts

b. Foam

c. Gels

d. Aftershave.

In our case I will assume

that we work in cosmetics

products, and this

categorized to :

1. Hair

a. Shampoo

b. Gels

c. Tanning

d. Nutrition and special situation

2. Skin and body care

a. Creams and lotions

b. Sun protection and tanning

c. Anti-ageing and nutrition

d. Special skin caring/treatment

3. Mouth

a. Tooth pasts

b. Mouth wash

c. Cavity cleaners

4. Perfumes/body spray

a. Body spray

b. Body splash

c. Perfumes

5. Shaving

a. Pasts

b. Foam

c. Gels

d. Aftershave.

In each category we can find a market gap:

Non covered target segments (A,B and C class variation)

Unavailable product form (size or way or use it)

Empty positioning (unique position for Egyptian market)

Unmatched quality (current products quality are too bad or too good )

Market monopoly (market size can handle two brand names)

In our case I will assume

that we work in cosmetics

products, and this

categorized to :

1. Hair

a. Shampoo

b. Gels

c. Tanning

d. Nutrition and special situation

2. Skin and body care

a. Creams and lotions

b. Sun protection and tanning

c. Anti-ageing and nutrition

d. Special skin caring/treatment

3. Mouth

a. Tooth pasts

b. Mouth wash

c. Cavity cleaners

4. Perfumes/body spray

a. Body spray

b. Body splash

c. Perfumes

5. Shaving

a. Pasts

b. Foam

c. Gels

d. Aftershave.

In each category we can find a market gap. Or we can create new product for new need.

Market gap stop points:

Uncovered target segment (A,B and C class variation)

Unavailable product form (size or way or use it)

Empty positioning (unique position for Egyptian market)

Unmatched quality (current products quality are too bad or too good )

Market monopoly (market size can handle two brand names)

But in the world of brand it doesn’t work like this

it is all about Concept, Position, Brand image and Perception

in the people minds. Brands must be deeply implanted in minds.

We can take as example. AXE

DOVE

Gillette

Adidas

Rexona

Nevia

Sometimes we forget the

products behind these brand.

But we always remember its

sauces and its selling lines,

The selling line (CONCEPT) always comes with the brand

After that we can add any product category under it

It will match this brand with a carful brand development plan

From “THE ULTIMATE BRAND”

take a look how they create

brands

Perception Experience Product

Brand

Name

Customer MIND

Brand

Measurement

Symbol

individuals

Choosing the product is based on:

• Behavior

• Positioning

That reflects the brand’s value.

Choosing the product is based on:

• Behavior

• Positioning

That reflects the brand’s value.

Individualism

Expectation

Perception

Choosing the product is based on:

• Behavior

• Positioning

That reflects the brand’s value.

Individualism

Expectation

Perception

Identity

Concept

Name

Kick Ass Brand

Perception

Product

Concept

In the same time we need it universal as much as possible to help us in

diversification. One brand for several products

(brand building is an extremely difficult , we should up-use the brand as much as we can in future diversifications)

Collect this

Market situation

Market audit

Situation analysis

Mystery shopper

Culture difference

Market Gaps

Blend it

Collect this

Market situation

Market audit

Situation analysis

Mystery shopper

Culture difference

Market Gaps

Blend it

Collect this

Market situation

Market audit

Situation analysis

Mystery shopper

Culture difference

Market Gaps

Marketing

Plan

Segmentation

Targeting and

positioning

4Ps

POSITIONING Battle of your mind

Both

elegant

and fast

Perception depends on individual values, goals, needs and expectations.

Creating great brand means high value perception to specific target segment.

You can find more about positioning in Jack

Trout Book

“Positioning: The Battle for your mind”

Let’s start,,

by selecting a winning product

Use “The Branding recipe”

choose

a big

Product

Using market researches

and audits we can clearly

the market

Upgrade

and add

your touch

Mix this product with

your carefully chosen

brand PERCEPTION

Brand fits with TARGET SEGMENT

& can easily diversified to other

CATEGORY without affecting the

brand image and value.

Use “The Branding recipe”

1st

2nd

3rd

#2

Tactics

“Plan or be planned for ”.

S i m p l e & C l e a r

You should Know THE PATH

Who u r What to be

In Science

Situation

analysis

Product

Concept

Perception

Objective

The main objective of Strategic Planning is to form the right objective for the brand

Just tell us what is the reason behind all of this

Situation

analysis

Product

Concept

Perception Objective

Brand Development Plan

The most important step, it is a 5year plan for brand future. For brand development

you should consider:

Situation

analysis

Product

Brand

DEVELOPMENT

PLAN

Concept

Perception Objective

Brand Development Plan

The most important step, it is a 5year plan for brand future. For brand development

you should consider:

Situation

analysis

Product

Brand

DEVELOPMENT

PLAN

Concept

Perception Objective

Product Management Brand Management

Product Management

Brand Management

To know the simple steps for Product

management take a look at:

“16 Steps Product Management”

See http://www.slideshare.net/AbdulrhmanTantawy

/16-steps-product-managmentax-tantawy

A lot of people don’t care about brand identity, that is why they had low image brands, local

brands, slow growing brands.

The Brand Image is the brand personality and characteristics, which reflect the brand concept and

perception.

Situation

analysis

Product

Brand

DEVELOPMENT

PLAN

Concept

Perception Objective

Product Management

Brand Management

Brand Identity

Brand Identity

Before any communication we shall start our marketing plan, then we will proceed with

concept creating

Focus on segmentation/targeting/positioning and the 4P’s

Situation

analysis

Product

Brand

DEVELOPMENT

PLAN

Concept

Perception Objective

Brand Identity

Marketing Plan

Marketing Plan

There is a big conflict between this two steps

Brand Identity Marketing Plan

Creative Process Analytical Process

Right Brain Left brain

That’s why you need

“THE 5 BRAND DISCIPLINES” OF BRAND-BUILDING

“THE 5 BRAND

DISCIPLINES” Charismatic

Brand

Take a look at this one for more about “THE 5

BRAND DISCIPLINES” in

“Why Branding ?” Clean Your Brand

http://www.slideshare.net/AbdulrhmanTantawy

/clean-your-brand See

Marketing Plan

Brand Identity

Product data sheet

Production

To find out the right

positioning

Then work on briefing

The right theme with

right symbols

Form, feature and Quality

them creating cost breakdown

for the right pricing strategy

Logo-Type Identity

Packing uniform

POS’s Theme

Product Data Sheet

Cost Breakdown

THEN START COMMUNICATING

#3

Communication

Based on your job title

your role in this step will change.

Brand manager Briefing

Marketing Executive Integrated marketing communication (IMC)

Creative Director Creative Idea Generation

Art Director Master visuals

Job Title Role

The Right

Brand manager Briefing

Marketing Executive Integrated marketing communication (IMC)

Creative Director Creative Idea Generation

Art Director Master visuals

Kick A**

Campaign

I recommend to take a look at below plans to

know more about communication

FMCG IMC campaign Pharmaceutical IMC campaign

http://www.slideshare.net/Ab

dulrhmanTantawy/ove-

product-management-plan

http://www.slideshare.net/Ab

dulrhmanTantawy/fayrouz-

imc-plan-designs-options

http://www.slideshare.net/Ab

dulrhmanTantawy/napi-fit-

imc-campaign-atantawy

http://www.slideshare.net/Ab

dulrhmanTantawy/dispercam-

marketing-plan-axtantawy

One More Thing,

FOCUS

FOCUS

Objective

Target

segment

Positioning

Concept

Master

Visual

Marketing

Plan Brand

Identity

In all project

elements

reference

Tantawy Laptop

The Ultimate Brand-Book

22 immutable laws of branding, Jack trout-Book

acknowledgements

Mahmad El-Kamisy

Radwa Madkowr

Mohamed H.Mabrouk

Mahmoud Hamam

Steven Jobs

The uknown man