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@MA PLAN - 2013
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Embracing our market
Victor Capelini – VP PR
Objectives
• Understand the value of a brand (brand XP and brand positioning) ;
• See the difference between quality and satisfaction and how this is connected to our positioning (know our clients expectations) ;
• Learn the basics about a solid business model (contact with our market) ;
• Why External Connections is our driver.
23/04/2013 2
Let’s have a brand experience!
23/04/2013 3
How was your experience?
• Coca-Cola has been the most valuable brand in the world since the begining of the Best Global Brands Report form Interbrand;
• The brand has and average value of 77,839 billions of dollars.
g1.globo.com – 02/10/2012
23/04/2013 4
What’s the impact of one BAD XP?
• Case – Spoleto
Vídeo 1 – 3447874 Views
http://www.youtube.com/watch?feature=player_embedded&v=Un4r52t-cuk
Vídeo 2 – 2333413 Views
http://www.youtube.com/watch?feature=player_embedded&v=ebe-3s4TLfQ
23/04/2013 5
What about us?
23/04/2013 6
Now think about the difference...
What SPOLETO does? What AIESEC does?
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30 minutes
6 weeks
“But we do have a quality product!”
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QUALITY
SATISFACTION
Basically...
23/04/2013 9
QUALITY Is all about our job
SATISFACTION Is all about what the client
expects from our job
Checkpoint
Brand XP
Brand Positioning
Know our clients expectations
23/04/2013 10
What we saw until now:
Where are we going:
Contact with our market
So, what causes that?
Are we TRULLY connected to our market?
23/04/2013 11
Let’s use some theory!
Canvas
Business Model Generation
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Our driver and strategies
External Connection
Customer Orientation
Make our partners closer to our culture
Partnership with youth alliances
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Objectives
• Understand the value of a brand (brand XP and brand positioning);
• See the difference between quality and satisfaction and how this is connected to our positioning (know our clients expectations) ;
• Learn the basics about a solid business model (contact with our market) ;
• Why External Connections is our driver.
23/04/2013 14
TIME FOR SOME
QUESTIONS
23/04/2013 15
Thank you!
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