Strategic brand management ppt

Strategic Brand Management

Evaluating the Mayo Clinic 600k + in- and out-patients/yr Founded in 1800 by Dr William Woral Mayo & two sons. Pioneered “group practice” = Two heads are better than

one Two “extension” facilities in 1980s

(Scottsdale,Jacksonville) Mayo Graduate School of Medicine – one of largest

graduate education centers

Brand Value Chain & Testing

Evaluating the Mayo Clinic Worldwide leader in patient care, research and

education Renowned for world class specialty care Earned a reputation as world class specialty care Most medical staff participate in research 1950 Nobel Prize winners, Drs Kendall and

Hench discovered Cortisone


Use The Brand Value Chain to determine Measurement Tactics and Resulting Marketing Strategies

Value Stages

Marketing Program Investment

Customer Mindset

Market Performance

Shareholder Value

-Product-Communication-Trade-Employee-Other

-Awareness-Associations-Attitudes-Attachment-Activity

-Price Premiums

-Price Elasticities

-Market Share

-Expansion Success

-Cost Structures

-Profitability

-Stock Price

-P/E Ratio

-Market Capitalization


Evaluating the Mayo Clinic ‘96 Brand Equity Study Awareness 84.3%, 90+% among 45+ Specialty ranking Top ranked at 15.4% (next at

5.3%) “..go anywhere in US for serious condition which required highly specialized care..”

Strongest Brand Associations 1) Scientific Research, 2) Cancer Treatment, 3) Cardiac Care


Evaluating the Mayo Clinic ‘96 Brand Equity Study Associations (Thoughts & Feelings)

Integrity (longevity, heritage, wisdom of staff, trust in institution), Leadership (modernity, premium quality, international prestige) Professionalism (staff held high standards, were intellectually

sophisticated and efficient) Commitment to health & healing (reputation for medical

discoveries, preventative medicine, tangible results) Exclusivity

No Negative Associations


Evaluating the Mayo Clinic ‘96 Brand Equity Study Product Perception ISSUE

Outside Midwest perception of “only for rich/famous” Known for Tertiary Care (Not primary family care) Thus, “not like me”



Value Stages


Customer Mindset

Market Performance

Shareholder Value

MultipliersProgramQuality

MarketplaceConditions

InvestorSentiment

-Clarity

-Relevance

-Distinctiveness

-Consistency

-Competitive reactions

-Channel Support

-Customer size & Profile

-Market Dynamics

-Growth Panel

-Risk Profile

-Brand Contributions



Value Stages


Customer Mindset

Market Performance

Shareholder Value



-Price Premiums

-Price Elasticities

-Market Share

-Expansion Success

-Cost Structures

-Profitability

-Stock Price

-P/E Ratio



Evaluating the Mayo Clinic ‘96 Brand Equity Study Communication

Word of Mouth is influential in selecting specialty care 1/3 know at least one Mayo patient


Evaluating the Mayo Clinic ‘96 Brand Equity Study CONCLUSIONS Mayo’s Brand Equity is Powerful and Precious As perceived by patients and consumers, Mayo’s Essence:

Excellence The best medical, personal and technical expertise in patient care and education

Care Compassionate patient care and education resulting in physical, mental and emotional well-being

Cooperation Care and education in cooperative and inclusive relationships among colleagues and with the patient, the patient, the patient’s family and consumers

Enlightenment (Wisdom) Commitment to pioneering knowledge, insight, and truth through research and education


Evaluating the Mayo Clinic ‘96 Brand Equity Study CONCLUSIONS Mayo’s Brand Equity is Powerful and Precious “By living out these standards fully and

consistently, the Mayo clinic had engendered in patients and consumers a sense of confidence, safety, hope and serenity”


Strategies

Tactics

Actions

Brand Development

Consumer Driven Marketing Cycle

•Brand saturation

•High Cost

Map the Marketspace

Select Most Valuable Customers

Choose a Winning Positioning

Create the Tactical PlanBuild

Operational Capabilities

Define Performance Measures

Execute the Tactical Plan

Assess Performance

Succeed And Improve

Mark Kerback, Kerback & Company

Evaluating the Mayo Clinic ‘96 Brand Equity Study CONCLUSIONS A Satisfied national patient base is VITAL to maintaining

preference Vital to developing guidelines that protected the brand 1999 created “Office of Brand Management”

Responsible for the protection & enhancement of the Mayo Clinic brand (+ monitoring)

Developing Brand Management Guidelines & a Positioning statement

Implementing a Branding System (include education) Build awareness of Brand Management within the organization Research extension opportunities & risks


Evaluating the Mayo Clinic ‘96 Brand Equity Study CONCLUSIONS Example of Brand Management Guidelines:

Each new/existing Mayo Clinic branded product, service or business relationship meets 4 criteria: Using name must be owned by Mayo or under full control Use to solely assure success of service/product not

appropriate Not to be used in a manner that trivalizes the name/institution Not shared or sold


Get to the Consumer Insight/Core Value by Laddering up to it Keep asking “WHY”, “WHY”, “WHY”

Is Mayo Resonating with Consumers Central Beliefs/Core Values?

What Consumer Insight might they center their equity on?



FINAL GROUP CASE STUDY PROJECT

Due November 15th

New Brand Development Project (due WK10) Work in Four Groups of 2 and select from product categories provided Develop a new brand marketing plan in an existing category (Use

framework attached) Develop the key insight, concept & positioning Ensure the following are ALSO included:

Your VISION Launch Rationale Business analysis (Competitive and market analysis, SWOT etc) Target audience, Key Competitive insights and Core Values (use CBBE

Pyramid) Projected share and financials (supported, P&L examples to be provided) Proposed Marketing Objectives, Strategies and Tactics


RECOMMENDED TIMETABLE Select groups and categories Oct18th (data up Oct 20th); assign group

tasks; conduct research searches Oct 25th: Out line marketing plan to share with the group; Nov 1st: Having reviewed available data; hypothesize financials, consumer

insights, positioning and concepts (can turn in roughs to prof for feedback) Nov 8th: Draft marketing plan deck and begin conversion to power point

presentation Nov 15th: Turn in completed plan and conduct presentations.FINISHED PRODUCT: One 10-15 Minute presentation (docked a grade if over 15 minutes!!) One marketing plan document (main text to be NO MORE than 5 pages..

Appendix with charts, graphs, data and research encouraged) Visuals encouraged.


Your Marketing Plan

Purpose Define your core objectives, strategies and tactics in

concise summary Management selling tool for brand investment Document and sell or acknowledge results Provide solid, focused direction to corporation and brand

support Define Brand evaluation objectives Live Working Document

Measuring Brand Equity

Objective: To guarantee assets/liabilities are nurtured

and managed (loyalty, awareness, perceived quality, propriety brand assets)

Develop Focused Master Plan Create Long term Strategic Orientation

Brand Marketing Process

ANNUAL STRATEGIESHow will the objectives be achieved?

Ann

ual P

lan

& E

xecu

tion

Three Year and ANNUAL ObjectivesWhat do I want to Accomplish

Objectives Should be S.M.A.R.T

Establish Positioning

Concept

Marketing Plan Execution

Functional Objectives &Strategies

And Tactical Plan

Physical ProductPackage

Pricing

Advertising

Media

PublicRelations

Consumer &Retailer Promo

Market Research

Ana

lysi

s &

Lon

g T

erm

S

trat

egy

Measure Brand Equity

BusinessAnalysis

Market & Competitive

Trends

Consumer Insights

SWOTs

MarketingMix

Financial Health

Strategic Implications & Strategy DevelopmentCore Competencies, External Opportunities

Brand Vision

Brand Strategy

Strategic Role

Brand Marketing ProcessA

naly

sis

& L

ong

Ter

m S

trat

egy


BusinessAnalysis


Trends

Consumer Insights

SWOTs

MarketingMix

Financial Health


Brand Vision

Brand Strategy

Strategic Role


ConceptAna

lysi

s &

Lon

g T

erm

Str

ateg

y


Brand Marketing ProcessA

nnua

l Pla

n &

Exe

cuti

on




Concept



And Tactical Plan


Pricing

Advertising

Media

PublicRelations


Market Research

Brand Marketing Process


Ann

ual P

lan

& E

xecu

tion




Concept



And Tactical Plan


Pricing

Advertising

Media

PublicRelations


Market Research

Ana

lysi

s &

Lon

g T

erm

S

trat

egy


BusinessAnalysis


Trends

Consumer Insights

SWOTs

MarketingMix

Financial Health


Brand Vision

Brand Strategy

Strategic Role


Market Trends Checklist

Volume & Share•Industry definition & served market•Category Size & growth rates•Category Segmentation, trends, importance to category•Share of market by brand & by segment

Market Conditions•Household Pentration•Seasonality•Regionality (CDI/BDI)

Retail Conditions•Channels of Distribution•Product Sourcing/availability•Importance of the category to the retailer•Retailer focus on private label•Retailer influence over category marketing activity

Consumer Conditions•Substitute products

•Changes in tastes/attitudes/needs

Government

Conditions

•Regulations & Reqs.•Legislative issues

Assessing Competitive Trends


Competitor Identification

• Key direct competitors• Competitive Scope:

• Regional/National/Global

Competitive Strategy• Overall mission/priorities• Target Audience• Brand Turf/Positioning• Class of Trade (COT) importance

Competitor Focus•Importance in portfolio•Level of product activity•Level of marketing focus•Financial resources

Competitive Financials•P&L analysis

•Cost Structure•Spending

•Profitability

Advantage



Value Stages

Shareholder Value


Customer Mindset

Market Performance



-Price Premiums

-Price Elasticities

-Market Share

-Expansion Success

-Cost Structures

-Profitability

-Stock Price

-P/E Ratio



Value Stages


Customer Mindset

Market Performance

Shareholder Value

MultipliersProgramQuality

MarketplaceConditions

InvestorSentiment

-Clarity

-Relevance

-Distinctiveness

-Consistency

-Competitive reactions

-Channel Support

-Customer size & Profile

-Market Dynamics

-Growth Panel

-Risk Profile

-Brand Contributions



SWOT Purpose: to guide thinking and help distill the key issues and

opportunities facing the Brand AND the category Can be done in competitive analysis

STRENGTH

Inherent source of competitive advantage within the Brand (of genuine relevance to the consumer)

WEAKNESS

Inherent cause of competitive disadvantage within the Brand (of genuine importance to consumer)

INTERNAL to the brand

Caused by the inherent nature of the Brand or our management of it


SWOT Purpose: to guide thinking and help distill the key issues and

opportunities facing the Brand AND the category Can be done in competitive analysis

OPPORTUNITY

Unsatisfied or poorly satisfied need in the marketplace which our company can perform profitability

THREATPotential problem from external source which could undermine our Brand’s competitive position if not addressed.

EXTERNAL to the brand

Markets, competitors, retail, social trends etc

Consumer-Based Brand Equity Pyramid

Brand Salience

Consumer-BrandResonance

ConsumerJudgments

ConsumerFeelings

BrandPerformance

BrandImagery

4 Intense, Active Loyalty

1 Deep Broad Brand Awareness

2 Points of Difference

3 Positive Accessible Reactions

Con

sum

er A

ccep

tanc

e C

y cle

THIS is Where the

InsightLives

Consumer-Based Brand Equity Pyramid

Salience

Resonance

JudgmentsFeelings

Performance Imagery

Loyalty

Attachment

Community

Engagement

Quality

Credibility

Consideration

Superiority

Warmth, Fun

Excitement,

Security, Social

Approval,

Self-Respect

4 Brand Relationships (WHAT About You AND ME?)

1 Brand Identity (WHO Are You?)

2 Brand Meaning (WHAT Are You?)

3 Brand Response (WHAT About You?)

User Profiles

Purchase and Usage

Situations

Personality & Values

History, Heritage, & Experiences

Brand Characteristics

& Secondary Features

Product Reliability,

Durability & Serviceability

Service Effectiveness, Efficiency,

& Empathy

Style and Design; Price

Category Identification

Needs Satisfied

Insight to Positioning

State the thought you wish to implant in your target’s mind:

TO (core target audience), (Brand Name), IS THE (frame of reference) THAT (owned benefit) BECAUSE (support or reason to believe)

Power Positioning LINKS to

Consumer Insight

Introducing (Brand Name)Succinct insight driven benefits (benefit statement)

Consumer Insight statement (AHA not fact). Introducing New Brand. What it does

(relevant core benefit to consumer). Reason to believe (how/why it does what it does).

Reprise of positioning in closing tag.

Your Marketing Plan

Fundamental Statement of Purpose What do I want to do (grow X% to $$) Objectives must be SMART

Specific Measurable Appropriate Realistic Timebound

Long Term and Short term

Brand Development

Consumer Driven Marketing Cycle

•Brand saturation

•High Cost

Strategies: Fact Based choices on who, how and why

Consumer Insight: Singularly focused need, desire or want

Tactics: Activities/capabilities –what, where and when

Actions: Execution, feedback, assessment, and improvement

Strategies

Tactics

Actions

Mark Kerback, Kerback & Company

YOUR MARKETING PLAN

What is your Big Inspiring Vision? How will your consumer insight translate across

ALL elements of your plan? Positioning Brand Essence Strategies and Tactics

WHO is your target REALLY (pscyh, demo) In your SWOT: What is going on competitively and

in the Market Place?… WHY should I invest in your launch????????